Fast-Track Your Jewelry Business
Using Proven Strategies that Create Consistent, Reliable Sales Online
Leave the starving artist mentality in 2020.
Get on a proven plan to hit your goals with strategies that work NOW -
even during an economic crisis.
Already heard about Laying The Foundation and you're here to get started?
I know this because thousands of jewelry designers and makers have applied the proven strategies, systems and tactics found inside of LAYING THE FOUNDATION to
Generate Consistent, Predictable Sales
Here's What Some Of Our Successful Grads Have To Say...
Flourish and Thrive has given me the confidence to price my jewelry at the proper cost and it has given me the confidence to sell.
“If it weren’t for Flourish and Thrive, I don’t think I’d be where I am with my business. Knowing that I have this community behind me has truly given me more confidence than I ever expected to get.”
DK Originals Jewelry
I've had a 200% increase in sales!
"My social media following is up by at least 75%, it's been incredible. And I've already surpassed my entire last year's sales!"
Peggy Houchin Jewelry
You may be wondering how you can get similar results…
We show you how to implement The Desired Brand Effect™ so your clients become raving fans who tell you story and practically sell your jewelry for you!
This framework is at the core of all our programs, and here’s why...…
In today’s saturated jewelry market, it’s the jewelry brands that “stand out” by building desire and demand for their jewelry that do well. They connect with their audience on an emotional level and understand the REAL reasons their DREAM clients buy jewelry from them.
Because they have a brand story and a brand journey that puts their customers first, they easily attract and collect true fans who buy from them every season.
When they get their branding right, they experience marketing with EASE, selling becomes FUN and DREAM CUSTOMERS flock to their brand
We teach you the Sharing Economy Method, which is all about getting sales in a way that’s fun and natural (instead of sleazy and forced).
And when they delve into how the Desired Brand Effect™ Methodology works, they find themselves back in the driver’s seat of their business, instead of letting fear and the economy run the show.
Are YOU ready to do the same for your business?
“After taking Laying the Foundation the first time my business doubled. And every single time I re-visited the course, I've found that my business at least went up by 25%.”
- Ann S.
How do you get from where you are now, to a place of peace and prosperity?
I HAVE THE ANSWER.
I know what it feels like to be drowning in debt, with less than $50 to your name - and having no clue where your next sale is going to come from. These days, it’s even more of a challenge because the kids are home practically 24/7, so you’re having to squeeze making jewelry in between cooking meals, cleaning up, and helping with schoolwork. At the end of the day, you just feel completely overwhelmed, frustrated, and cash-strapped.
Yet you persist because you know deep down that all of your hard work will one day be worth it. You just have to keep pushing.
I’ve had to pass through the “growth phase" you’re in right now.
IT’S TIME TO STOP TRYING TO FIGURE OUT WHAT TO POST ON INSTAGRAM AND GET YOUR OWN AMAZING RESULTS
LIKE THESE DESIGNERS...
Toby Went From Single Digit Sales on Etsy to Quitting Her Day Job
“I have ZERO regrets investing in the program even though it was a big financial stretch for me at the time. This course is a requirement to set your business (and yourself) up for success! Before LTF, I was only making a few hundred bucks. Now, I’m doing so well that I quit my full-time job to focus 100% on my jewelry business! I love the lifetime access so I can go back and revisit the information anytime I need a refresher. I’d definitely recommend Laying the Foundation if you’re serious about building a jewelry business."
- Toby Myles, Ride Like a Girl Designs
Nicole Went From Extreme Burnout to Increasing Her Sales 200%!
Before LTF, I was making $2000/month. The year I took the course, I made $35K. The next year, I more than doubled my sales, bringing in $75K. I’ve been in the jewelry business since high school. After years of owning a retail store, then working for another jeweler, I was burned out. I knew I needed a change, so I quit my job and started pursuing my business full-time. That’s when I signed up for Laying the Foundation. Laying the Foundation is a fantastic resource for solo-designers who want to make sales and live a better life."
- Nicole Gariepy, FantaSea Jewelry
Ann's business doubled the first time she completed Laying the Foundation and has increased by 25% each time she revisited the course!
“After taking Laying the Foundation the first time [...] I would say that my business reliably doubled the very first time I took it. And every single time that I have taken the course, I've found that my business at least went up by 25%.” -
- Ann Sanicola of Ann Sanicola Jewelry
Hi! My name is Tracy Matthews
I’M THE CO-FOUNDER OF FLOURISH + THRIVE.
Do you feel like you’re alone on an emotional and financial roller coaster? You’re not alone!
Here’s a bit about my own journey...
I was completely overwhelmed and stressed out most of the time because I literally had ZERO clue about running a business (and I was too proud to ask for help). I would work myself to exhaustion… and still didn’t have much to show for it.
I felt emotionally unsupported. In fact, one day I came home and my (now ex) husband told me “you have to get a real job”. But there was no way in HELL I was going back to my soul-sucking retail job.
I was so afraid of rejection that I avoided active selling like most people avoid Times Square on a hot summer day (so hot, smelly, and so many people).
I didn’t understand what a profit and loss statement was or a balance sheet was and was too proud to ask someone to teach me…so I just ignored my finances.
I’d sell a $100 necklace for $70 just so I could make a sale. The result was painful cash flow issues and my visa bill kept growing… both of which limited how fast I could grow.
Despite it all, I knew I had what it took and I was passionate AF about making jewelry. That kept a fire under my bootay to keep on trucking even though I didn’t have the answers...and it was HARD.
I had many sleepless, tear-filled nights, fighting to make things work. I eventually did, but not without paying a heavy emotional cost.
My first business was built like a house of cards. It wasn’t set up to handle any kind of financial setbacks, let alone survive major changes in the economy.
When the Great Recession (or “GFC”) hit in 2008, my business went from earning close to $1 million in net sales the previous year to being COMPLETELY wiped out… all in the space of a single month.
That led to me having to make one of the most difficult decisions of my life: to either fight for what I’d fought so hard to build OR close the doors on my business. After a lot of thought (and tears), I chose the latter and was forced to file for bankruptcy.
The massive emotional devastation and financial stress caused some serious health problems. I lost 25 pounds, I picked up the habit of smoking a pack of Marbarlo Lights a day (and I never smoked!) and my hair starting falling out in chunks! On top of that, I developed a series of stress-induced conditions, including a thyroid issue.
DON’T GET ME WRONG, IT HASN’T BEEN ALL BAD. IN FACT, ALL OF THE UPS AND DOWNS I’VE BEEN THROUGH HAVE TAUGHT ME HOW TO BE A BADASS.
Despite all of the self-doubt, setbacks, and downright failures, I’ve had some pretty AWESOME successes...
- I’ve sold over $8 million dollars worth of jewelry during the course of my career.
- My collections have been sold in over 350 of the best specialty and retail stores around the world, including Anthropologie, Sundance Catalog, Bloomingdales, and Harvey Nichols.
- Celebrities like Charlize Theron, Jessica Alba, Orlando Bloom, and Michelle Williams have all been spotted buying and wearing my jewelry.
- Revlon recently commissioned me to design a 20th anniversary gift for Halle Berry.
- I landed a segment on QVC where I reached a mass audience and sold my jewelry live on TV (twice).
- When I built my second jewelry business, I applied the lessons I learned from the first time around and created the Desired Brand Effect™. Now, I have a low-maintenance, very part-time business that brings in multiple 6-figures in profit (not just revenue)... with just me behind the wheel.
- Nearly 48 media outlets, TV shows, movies, and magazines have repeatedly featured my jewelry and story over the years, including InStyle, Lucky, The Today Show, and Entrepreneur.
AS SEEN IN
Are you ready to
turn your jewelry business dreams into your daily reality?
If so, join me and thousands of other independent jewelry designers and makers by implementing the Desired Brand Effect™ in your business. It’s time to break free of the feast-or-famine cycle, attract consistent exposure and sales, and finally have the kind of business that supports your dream lifestyle.
LISTEN TO MORE STORIES OF SUCCESS FROM OUR GRADUATES
Since taking Laying the Foundation I've had a 440% increase in sales!
"Before Laying the Foundation, I was doing three or four shows a summer and making just enough to keep the business afloat. After LTF, I was able to quit my side gig."
Daisy Chains Jewelry
I signed up for the course mainly to get sales information and really improve my business and take it to the next level. But what I walked away with was so much more!
“I'd been in business about four years before I started Laying the Foundation. And my numbers were pretty good, both on the website and in sales, but they really weren't increasing. And of course I wanted them to. Just the exercise of fully defining my dream client made an amazing difference in my business and my outlook and my messaging because I was finally able to speak to the person who was intended to get my products and it just made everything so much easier.”
By Carolyn Dunne
Here’s the Week-by-Week Breakdown
In this module you’ll learn about all of the business foundations you need for your business. Things like registering your business, figuring out the type of entity it is, the different kinds of licenses, and getting a tax ID. We’ll discuss the legal issues around websites, setting up business banking, and bookkeeping. You’ll also learn about different types of business models and revenue streams so you can identify which route will best support your goals.
This module is all about discovering your desired brand. You’ll identify what sets you apart and what makes your brand desirable. You’ll get a deeper understanding of what motivates your Dream Clients to buy (from you). And you’ll learn how to use this information to create authentic messaging that sells.
This module is going to help you solidify your brand story, voice, and style. You’re going to brain dump your story, look at how it can attract your Dream Client, and then weave it into your brand. You’ll dive into the more creative aspects of your brand, like fonts, colors, and language. You’ll use all of this info to create a brand guide that you can use (and that your future team can reference). You’ll also learn how to create an epic About Page for your website.
This module is where we explore the creative parts of being a designer and maker. You’ll learn how to develop jewelry collections - including creating cohesive designs, identifying your niche, and defining your design approach. We’ll look at how critical having a signature style is to brand recognition and success. We’ll also study examples of people who are doing well… and how you can implement what they’re doing to create your own successful business.
This module is all about perfecting your brand assets to deliver an unforgettable customer experience. We will talk about displays, packaging, unboxing, lookbooks, catalogs, photography and all of the other details you can use to set the tone for your brand… and wow your customers.
In this module, we’ll talk about how to create a website that makes sales 24/7. We’ll cover every step, including choosing the right website platform (hint: it’s NOT Etsy), designing and creating the website, and driving traffic to it. We’ll also talk about creating desire online.
In this module, we’ll help you uplevel your sales systems, strategies, and confidence from a place of service. Then we’ll chat about making sure your customers are happy and taken care of so they continue to know, like, and trust you even more than they already did. You’ll set goals that are aligned with your Vision of Success so that you’re spending time where it matters.
In this module, we talk about all things marketing. You’ll learn about the Buyer Journey, building your list, email marketing, and how to use blogs and videos to connect with your Dream Customers.
In this video, we’ll talk about how to harness the power of social media, social search, and public relations to expand your reach, grow your business, and attract more sales. Then we’ll dive into getting and leveraging social proof, testimonials and reviews to build trust and get more sales...and how to effectively use them in your marketing.
In Laying the Foundation, we’ll walk you through the foundation of building your Desired Sharing Proposition™, creating and a strong brand story, and fostering an authentic connection with your audience… so that you can sell without working so hard.
You’ll clarify exactly who your DREAM clients are so you can stop wasting time chasing the wrong customers and take one step closer to developing brand advocates who become raving (and paying) fans for life.
Finally, you’ll dial in to your BEST business model that’s 100% aligned with your goals, so you can finally focus on the things that matter and grow your business in a way that feels effortless and fun.
The program includes a library of over 80 training videos that can help you:
- Develop a success mindset that supports your BIG goals
- Identify the best business model for you
- Get 100% clarity on who your dream client is
- Develop your signature style and create collections that sell
- Use our signature Desired Brand Effect™ to attract your dream client
- Hone in on the perfect brand story and brand voice for your business
- Create a website and messaging that gets people excited to buy
- Package and price your products so that they fly off the virtual shelves
- Build a business that fits your dream lifestyle
- And so much more!
WE WANT YOUR SUCCESS TO BE INEVITABLE.
THAT’S WHY THIS PROGRAM INCLUDES:
The Complete LTF System
including videos, audios, slides, transcripts, and worksheets
Video Cliff Notes
instant access to a summary of each video with your next action steps
80+ Trainings, Cheat Sheets,
to ensure that you’re taking action on what you’re learning
Done-for-you Sales, Marketing
and PR Scripts
these will save you the headache of figuring it all out the hard way!
100% Mobile-Friendly Online Access
so you can learn on the go and review the material anytime you need a refresher
you’ll be supported every step of the way with a full year of access to our mentorship community
The Diamond Insiders is a private community for Laying the Foundation students and alumni. As a jewelry or product business owner, we know that you’ll need additional clarity and support as you implement the LTF program and create the Desired Brand Effect in your business. The Diamond Insiders is our mentorship community that’s designed to help you implement everything you’ve learned in LTF to launch and grow your business.
You’ll have access to:
- Mentorship from our Flourish & Thrive “Desired Brand” Coaches
- Monthly office hours where you can get your most pressing questions answered, e.g. "What should I post on Instagram?" or "How do I decide how to price my jewlery
- Accountability as you implement the action steps (so you get fast results)
- Helpful feedback on your questions in our private Diamond Insiders community. This group is so powerful that most of our students continue as members beyond the one year (at a special monthly rate offered to LTF members).
- Our Core Path to Help You Implement Quickly that expands on the LTF Principles.
DIAMOND INSIDERS MEMBERSHIP is usually $595/yr
REPLACE YOUR FRUSTRATION
WITH THE INFRASTRUCTURE TO SCALE
BONUS: SYSTEMS TO SCALE 101
Most creatives are a mess when it comes to systematizing their businesses. Even if they know they need systems to streamline their results, they make excuses about why they don’t do it and avoid creating them. Systems to Scale 101 is a high-impact, simple to implement graduation bonus that will help you shortcut the stress of documenting your systems (aka your way of doing things) and help you scale your efforts.
You’ll have access to:
- Flourish & Thrive Systems Organizer
- Simple Systems Creation for Creatives
- The 9 Systems You Need to Scale
You’ll be so excited to remove the guesswork and finally be in a place to be 100% more creative and productive. Plus, you’ll be set up to hire a Virtual Assistant or team member if and when the time is right.
Valued at $495
WHAT OUR SUCCESSFUL STUDENTS ARE SAYING…
Andrea Went From a ZERO Profits to Selling Out Collections
"Before joining Laying the Foundation, my business was directionless, expensive and not turning a profit. I was referred to Flourish & Thrive Academy by a friend in my stone setting class. Even though my sales were slow, I was determined to invest in the program. After taking LTF and applying what I’ve learned, I launched my e-commerce website and I’m selling out of my collections every season. During the course, I learned about private label design and I recently launched and landed 6 stockists before my formal outreach campaign.
Laying the Foundation is a great fit for any designer ready to get serious about turning their hobby into a real business or taking their existing business to the next level."
- Andrea Li, Andrea Li Designs
Ana Maria Earned 2x's More Than Her Broadway Acting Income After Just 6 Months in Her Jewelry Business
"Before Laying the Foundation I had, what I felt, was a pretty successful business. I was a Broadway actress and jewelry making was my backstage hobby. My husband got an amazing job opportunity in Baton Rouge, so I quit Broadway and went full-time in my jewelry biz.
Laying the Foundation was a game changer for me. I honestly didn’t think I’d be able to replace my Broadway salary, but within 6 months of taking LTF, I did! I doubled my income JUST from the pricing modules alone! I recommend LTF to all of my jewelry designer friends. It's great for designers who are just starting out, who’ve been making jewelry for a while, and those who’ve reached a plateau. If you’re ready to get to your next level, LTF will help you get there!"
- Ana Maria, Jewel Of Havana Handcrafted Jewelry
Carolyn was in business for 4 years before starting Laying the Foundation. When signing up for LTF her numbers were “pretty good” in sales and on her website but she was looking for more sales info and to take her business to the next level. But she got even ore than she expected with LTF! Defining her Dream Client made a huge difference in her business, her outlook and messaging because now she was actually speaking to the people who LOVED her products! And bonus, she LOVES being part of the Diamond Insiders where she can get support from coaches and connect with her peers.
“So if you're thinking about taking this course, there's nothing left to think about. Absolutely. It's going to be the best investment you can make for your business.”
- Carolyn Hasset of By Carolyn Dunne
LISTEN TO MORE STORIES OF SUCCESS FROM OUR GRADUATES
If it wasn't for [Laying the Foundation], I wouldn't be here today.
"It actually was one of the best things I have done, because if it wasn't for Tracy, Robin, and all the great coaches they have and the tools they have, I wouldn't be here today."
[Laying the Foundation] helped me change my mindset about my own work, my work ethic, how to have a successful business instead of an expensive hobby.
"If you're thinking of joining Laying the Foundation, I highly recommend it. I have so much of my brain space cleared up right now."
Quirky and Odd
I needed a compass that would get me to where it is that I wanted to go with my business and I believe that Laying The Foundation has been exactly that.
"Early on, I realized that your artistry or your unique skillset is not enough to set you apart in a marketplace that is so competitive. I have been revisiting this program time over time again in order to course correct and go to where it is that I want to go."
You might be thinking, “Those are great results, Tracy, but that won’t work for me because my situation is different than theirs!”
OF COURSE, LAYING THE FOUNDATION IS NOT FOR EVERYONE
This program has worked successfully for high volume designers, OOAK/handmade designers, luxury designers, “parent-preneurs”, and designers with full-time jobs. It’s worked for designers who are new to business, and industry veterans who have needed to refresh their business skills in today’s economy.
This program is perfectly suited for brands that are serious about growing a profitable business, who are willing to roll up their sleeves and do the work, and who realize that there is no “easy button” you can push to magically make a successful business materialize.
Laying the Foundation is designed to help you reduce stress and the overwhelming feelings that keep you from moving forward.
The program is perfectly-paced to help you speed up your results and take time to work ON your business instead of just IN your business.
At the end, you’ll be in control of your business and feel a huge sense of accomplishment knowing that you’re on the right track for financial security and stability as an artist.
Investing in Your Business Might Feel Scary...I Get It...
Check out this story from Alyssa who was also scared to invest. She's made her investment back many times over.
If You Feel or Even KNOW Laying The Foundation Is What Your Business Needs Right Now, But Something Is Stopping You, Consider This...
From time to time, all of us (including me) need a little kick-in-the-pants so we can realize that our fears are imaginary, but the future we desire doesn’t have to be. All we have to do is take NEW actions and follow a proven path.
There are two primary fears that can stop you from doing what you know you need to do.
The first fear is the fear that the program won’t work. That fear comes from the natural skepticism we have that prevents people from taking advantage of us.
If this was a new program with no success stories, it would be a valid fear. However, LTF has been around since 2012 because IT WORKS, and we’ve had thousands of successful students who see a 35 - 50% increase in their sales after taking it (and those numbers grow year by year beyond that)…
So let’s talk about the second fear that can prevent you from investing into the very solution you’ve been searching for
I’m talking about the paralyzing fear that even if the program works, you won’t do the work (or that it won’t work for you). That can either be an irrational fear or a fear based on past experiences. That is exactly why we include 1 YEAR’S ACCESS to DIAMOND INSIDERS along with Laying the Foundation and why we focus on developing a success mindset in the introductory module of the program.
WHAT OUR SUCCESSFUL STUDENTS ARE SAYING…
“I have this community behind me that has truly given me more confidence than I’ve ever expected to get. It’s been worth the cost and I made a whole lot more money [this year] than I did last year without doing any shows!”
“If it weren't for Flourish & Thrive, I don't think I'd be where I am with my business. It has given me the confidence to price my jewelry at the proper cost or price. And it has given me the confidence to sell and to be able to talk about what I do. And know that there's so many other people out there doing it too. And we all have a different style. We all have different levels of how advanced or how intricate our jewelry is. But knowing that I have this community behind me has truly given me more confidence than I've ever expected to get. It's been worth the cost. And yeah, I made a whole lot more money than I did last year. I also didn't do any shows, but this year I really did it! And even past what I thought I'd be doing for the holiday seasons. So that's really special and amazing. And since I've only been doing this for the past year. I'm still working on implementing everything, but you got to follow it. If you don't, it doesn't happen.”
- Denise Kubler, DK Originals
"After changing my mindset, I raised my prices between 30-50% and I continue selling without a problem!"
“The two main results that I have achieved is first, changing my mindset, believing that my jewelry is good, the prices are fair to my work and I'm ready to find my dream client out there. Second, I learn how to price my jewelry correctly. I was selling too cheap for the quality of my designs. I raised my prices between 30 and 50% and I continue selling without problem.”
- Gisela Clemens, Gisela Clemens Jewelry
“Laying the Foundation really helped me change my mindset about my own work, my work ethic, and how to have a successful business instead of an expensive hobby.”
“I really liked that Laying the Foundation and Flourish & Thrive focuses on the jewelry-making industry and more specifically, there's a place for us one of a kind makers in there, which is not always easy to find. [...] they really have helped me change my mindset about my own work, my work ethic, how to have a successful business instead of an expensive hobby.”
- Lori Greenberg, Quirky & Odd
Listen to some of our students discussing their experience with laying the foundation...
LTF helps set you up for success as you grow your business!
-Virginia Fretto, Razimus Jewelry
My business doubled in sales, I have more focus now, and I was able to hire an employee.
-Sienna Kittelman, Zoe and Piper
Four months after taking LTF I was able to quit my full time job!
-Melissa Camilleri, compliment
After taking LTF I was able to increase my prices and my profits have hugely increased!
-Joanne Simmons, The Silver Sculptor
Before LTF I was just a girl with a hobby. Now I have an actual business and I quit my full-time job.
-Irina Zhan, Irina Victoria Jewelry
LTF has been the single most impactful investment in my business.
-Cat Preston, Catherine Preston Jewelry Designs
Now I see myself more confident in my designs and to be able to take action in building my business.
-Natsumi Comstock, Christy Natsumi
I now have a roadmap, plan, and all the tools at my fingertips to grow my business.
-Kristen Romans, Silver Ranch Jewelry and Kristen Mara
I've been in the jewelry business a long time and I've never seen anything like Flourish and Thrive Academy!
-Belinda Wickwire, Belinda Wickwire Jewelry
I went from one online sale every couple of weeks to multiple $300-600 sales every day.
-Ana Maria Andricain, Jewel of Havana