What’s the difference between a thriving jewelry brand that’s raking in hundreds of thousands of dollars and inundated with new customers, recognition and 1000’s of social media followers…



Flourish & Thrive Academy’s

Strategic Online Sales Accelerator


Highly individualized one-on-one coaching, focused on growing your sales by increasing your digital exposure with our proven systems to scale.

Turn your website into your #1 sales tool and wake up to an Inbox full of orders and inquiries.

We’ll help you create a solid foundation for your business online - one that brings in consistent, reliable sales every single month for years to come.

The jewelry industry is changing and so is the way consumers buy jewelry (yes, even fine jewelry). The innovative will survive while the “old school” thinkers will be left behind.

I know what it takes to...

Master the art of digital marketing to build an audience of “true fans” that create a consistent flow of customers (and a waitlist of clients)


Feel confident that your marketing is working, even when you’re comfy, cozy sleeping or on your next pink sand beach vacation.


Drive organic traffic to your website and convert those prospects into buyers and email list subscribers, without needing to offer discounts or giveaways.

Overcome the perfectionist tendencies and limiting beliefs that are holding you back to move faster towards your financial and business goals.

Get your jewelry brand featured on TV, magazines and online publications, without hiring a PR firm


We’re on a mission to help ambitious, independent jewelry brands use digital technology to increase their direct to consumer sales, improve their wholesale flow and to ditch the “art” shows that are sucking up their time, creative energy and profits.

I’m Tracy Matthews, jewelry designer & co-founder of Flourish & Thrive Academy. I’ve built two successful jewelry brands, sold over $8 Million in product. These days, I consistently make multiple 6-figures each year in my custom jewelry business.

But it hasn’t always been that way. My first jewelry business was taken down by the 2008 economic crash. When the stores started filing for Bankruptcy and I wasn’t paid for the hundreds of thousands of inventory I’d already shipped, I knew that “business as usual” was no longer a thing. I was screwed!

It took time, tears, massive stress and lots of hair loss to overcome some pretty massive hurdles including a business failure, bankruptcy, and a complete brand overhaul. When I embraced a new way of doing business, a new point of view and a new business model, reaching my perfect customers directly through my website became easy.

Since this started back in 2010, I’ve been a voracious student of digital marketing and e-commerce. I’m obsessed with figuring out how to make sales with all of the platforms and technologies available to us in this new e-commerce economy!

I’ve mastered the art of buying psychology, storytelling, website conversions, email marketing, video selling and all things digital.

And when you do it RIGHT, it works!


Your sales WILL increase across all sales channels (yes, including wholesale) and you WILL build a more leveraged business that gives you time and financial freedom, even during an economic downturn.

Why? Because YOU are taking control of your business and your sales. You will no longer rely solely on the next Trade-Show, Etsy Fluke, Amazon order, or live event (remember the one where you stood outside for 12-hours in sideways rain only to get 1 sale) to make money.

I’ve been where you are my friend - and I want to help prevent you from making the same mistakes that I did for many years.

I’m here to help if you’re willing to commit to yourself and change the way you think about business.


The work we do in SOS is NOT for everyone,

only the types of designers who want to have a better life, realize that there is no “easy” button in building a business and want to test out proven strategies for themself and double down on what works.

SOS is for ambitious, independent jewelry designers who are ready to uplevel their digital marketing prowess and innovate their business to generate massive revenue, direct to consumer sales, and increase their overall profitability.

It doesn’t matter if you have a start-up business, you’ve been in business awhile and you’re ready to make a pivot OR you’re someone with a successful established business, we will help you make money online.

My goal is to help you add up to $10K in revenue a month

(or a lot more for an established business)
over the next 12 months to your business.

Sound good?

If you resonate with this message, I’d love to invite you to apply for SOS to see if it’s a fit!

Don't just take my word for it, our current SOS designers can't help but share their results…


“It's June 4th, and I just beat my last year's TOTAL SALES for the whole year. Huge SOS win!”

KATY BEH, Katy Beh Fine Jewels


“BIG WIN! I implemented an automated email sequence according to my SOS coach Darian’s tips and they already resulted in a sale after just a few days!!! Previously, my emails rarely resulted in opens and clicks, let alone sales.”

YVONNE BURKART, Tangerine Lotus Jewelry Design


I’m assuming you’re still reading because...

  • You keep hearing about digital marketing and online sales, but most of your revenue comes from trade shows, in-person events, brick and mortar stores or wholesale/consignment because you haven’t figured out how to sell more online yet
  • You send an email newsletter maybe once a month and no one buys. You’re not sure what to say, feel totally sale-sy and worry about unsubscribes more than discovering what makes people open your emails and buy.
  • You’re constantly tweaking your website, perfecting your products, and randomly posting on social media, hoping something will stick - but not seeing results.
  • You sell on Etsy or Amazon but you know their rules and algorithms change and you’ve heard of other designers losing their entire businesses because of don’t want to be next!
  • The last time you tried running a sales promo you spent waaay too much time on it for waaay too little results
    You’re overwhelmed by “all the things” it takes to grow an online presence
  • You’re working ‘round the clock hours - you’re exhausted, frustrated and feel like you aren’t moving ahead, even though you love what you do
  • The trade-show - trunk show - craft show grind is crazy expensive and has gotcha down!
  • You get steady in-person business but can’t figure out how to stop trading time for money to scale your business
  • Your contact form on your website hasn’t seen any action in weeks (or months) and you can’t figure out why when someone DOES land on your website…. they don’t buy anything!
  • You want to experience reliable cash flow and stability from your business, instead of hoping that store will pay on time or your next art faire will have decent weather and attendance.

If this is how you feel, you’re in the right place.

The truth is, when you’re marketing is unfocused and inconsistent, it’s almost impossible to make sales online.

If you’re business approach is reactionary instead of strategic, you’ll be stuck working IN your business instead of ON it with very slow growth. Talk about creative energy drain!

If you’re relying on passive platforms like Amazon and Etsy, you put your business success in the hands of algorithms and the advertisers with the deepest pockets..

And when you can’t get sales anywhere other than in-person shows or trade-shows, you can’t afford to take a break. Because if you do? Your entire business gets put on hold and your bank account dries up.
Retail stores are going through a massive wave of closures and consolidation. Open to buys are smaller so more and more retailers are requiring vendors (YOU) to basically fund their business with product on memo, consignment or sale or return.

It’s brutal!

Let’s be real, you know this isn’t the best way to run your jewelrybusiness.

Guess what’s missing? Structure, strategy, systems, and support with laser focused coaching and a proven success path.

When someone holds you accountable and expects you to stick to a plan, your growth increases because it isn’t just you and your workbench anymore.


  • Seeing offline connections you made effortlessly turn into online customers because you know exactly how to follow up and keep them interested without being pushy.
  • Finding that perfect balance between promoting your product and connecting with customers both online & offline - so you're never feeling stretched thin or worn out.
  • Planning quarterly promotions that consistently bring in new customers and email sign ups because your messaging speaks directly to your ideal customer - they can't resist it!
  • Getting your brand the spotlight it deserves through regular media features, gift guide placement, and influencer endorsements!
  • Feeling accomplished when you stop working for the day at 4pm and reclaim your weekends!
  • Reaping the financial rewards and profitability targets of streamlining your business and selling to your customers where they’re hanging out!

The only way to build a jewelry business like this is to start cracking down on the way you plan and execute your online marketing.


"On the advice of an SOS coach, we upped our prices in hopes of attracting our dream client and IT HAS WORKED!!

Even in this incredibly slow month we now have 4 fully custom engagement ring clients on the books and another 2-3 in beginning talks. This is the part of designing that I love and am unbelievably excited!"

- Jeana Rushton, The Fox and Stone


"I took time to look at my sales progress today Jan-current (since starting SOS) vs. last year and am so pleased!

Now, I'm making progress and have more than doubled my sales this year over last year. The best part though is the increases are a direct result of doing things I've learned in SOS:

1) Showing up consistently with content on my website & social. This lead to a sale from a new client finding me organically via Google!

2) Asking for the sale - someone mentioned a future custom collaboration, and instead of waiting - I picked up the phone, followed up, and got an order!

3) I started consistently e-mailing my customer list ever since New Year's Eve and last week finally got up the nerve to directly post 2 new OOAK items as a "special" VIP only offer and I sold 1 of the 2 pieces!"

Cheryl Brooks Fuhs, SS Magpie

This is your solution.

The Strategic Online Success (SOS) Accelerator

The premier program for A-players in the jewelry industry who are done wasting time and ready to get real results, like yesterday.


SOS is a 3-year program with a 1-year commitment. During the first 12-months of this coaching program, you'll develop a rock-solid marketing strategy that supports your online and offline efforts to create a more sustainable, profitable business with ease and confidence.

The SOS coaches and I will work with you to develop a custom action plan specific to your goals and needs. Your business is unique! We meet you where you are to grow your business in the way you want.

We'll hold you accountable to do the work and motivate you to challenge yourself to cross into a 6-figure business or scale your current 6+ figure business to the next level.

Here’s the goal based on your level

Established Businesses

For established mid to high 6- figure businesses, we'll help you leverage your already successful business to build a marketing strategy and online revenue stream that adds up to $10k or more per month to your top line sales.

Growing Businesses

For low 6-figure or high 5-figure businesses, we’ll help you set up systems for growth. We’ll leverage your existing customer base to attract more like them while building consistent online revenue so you can ditch your soul-sucking shows.

Start Up Businesses

For ambitious start-up designers who believe in investing in themselves, this program will launch your business with a bang. You’ll be focused on foundational work to rake in consistent sales and build your customer base.


Not only do you have support from expert coaches and the FTA team, you're surrounded by a group of independent jewelry designers with similar goals and levels of ambition. They're ready to brainstorm strategy, collaborate, and celebrate with you every step of the way!

Your success is our reward.
Our #1 goal in this program is to get you results.


“It's June 4th, and I just beat my last year's TOTAL SALES for the whole year. Huge SOS win!”

KATY BEH, Katy Beh Fine Jewels


“BIG WIN! I implemented an automated email sequence according to my SOS coach Darian’s tips and they already resulted in a sale after just a few days!!! Previously, my emails rarely resulted in opens and clicks, let alone sales.”

YVONNE BURKART, Tangerine Lotus Jewelry Design


Here’s what’s included in your 12 month membership:

  • Your SOS Kick-Off Call where we establish the 3 main goals that you’ll work towards for the year. You get a 90 day action plan including our advice on which experts to coach with for your first 3 months - so you start your year off right. ($500 Value)
  • Laser Focused 1:1 Coaching Calls each month. As your jewelry brand gains momentum, you’re going to face new challenges. Our all-star team of SOS Accelerator coaches gives you the unique opportunity to get monthly 1:1 advice on their area of expertise.  This means you know what to do each month to see the most sustainable results! ($6,000 Value)
  • Accountability Pod for weekly support. You'll be placed in a structured accountability pod with 3-5 other designers. You’ll meet regularly, get feedback, and have the accountability needed to stay on track toward your goals. ($6,000 Value)
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  • Mentorship so you’ll never feel “left behind” in the fast-paced world of online business. A mentor is assigned to you - it’s their job to know about you, your business and your goals and be your touchstone throughout the year. ($XXXX Value)
  • Monthly Hot Seat with Tracy Tracy is a master at seeing opportunities and blind spots. Join the hot seat live with the group and you’ll leave with 3-5 ideas to move past your roadblock. Quick implementers see very fast results and reap financial rewards immediately. ($10,000 Value)
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  • Monthly Money Mindset Training
    Our Mindset Coach Anna Shilina is sooo good! In fact, many students have said that the Hotseats with Anna are worth the investment in SOS alone. Your mindset is the most important key to your success and Anna will help you keep your eyes on your goals, run your own race and win financially every time. ($10,000 Value)
  • Monthly Guest Expert Trainings
    Each month we do a live guest expert training. Topics have included: Guest Blogging, Legal, Branding, Example, Example. ($XXXX Value)
  • Done-For-You Marketing Plans + Templates
    Plug-and-play templates for you landing pages, automated emails, newsletters and graphics! Step out of  overwhelm and into ease. We give you the tools to get it done quickly, confidently and stay consistent. ($XXXX Value)
  • Done-For-You-Systems
    Don’t want to think about learning a new marketing strategy or documenting a process! We deliver done for you systems that you can download and use so you can save your brainpower on growing your business. ($XXXX Value) 
  • 2 Virtual Workshops
    Live, in depth half day trainings where Tracy does a deep dive on a specific topic (i.e. Email Automation, example, example).($XXXX Value)
  • 2 Live In-Person Workshops
    These are two full days of workshopping, masterminding and implementing with your fellow SOS’ers, Tracy and Team FTA.
    ($XXXX Value)


  • VIP Access to Flourish & Thrive trainings
    Want to dip into Multiply Your Profits, Mastering Wholesale or our 12 Week Intensive? It’s yours.
    ($XXXX Value)

  • Private Facebook Group
    Just for the SOS group, our Coaches, Tracy and the FTA team
    ($XXXX Value) 

Total Value: $60,000

Actual Investment: much much less!

Meet Your Strategic Online Success (SOS) Accelerator Coaches

Jessica Gebauer


Sabina Hitchen
Public Relations


Kathleen Cutler
Facebook Ads

Melissa C

Melissa Camilleri Anicich
Instagram & Building Engagement

Darian Chavez

Darian Chavez
Copywriting & About Page


Nina Head SHot Larger File (1)

Nina Cooper
Hiring To Scale



Kathy Lowenstern


Ana Maria Andricain
Sales Presence



Sarah McAleer
Digital Marketing



Inta Rinkenberger
Strategy & Inventory

Chelsea Farmer Headshot

Chelsea Farmer
Sales, Exposure & Relationships


Maisha Walker
SEO Expert

Janine Just Headshot

Janine Just
Experiential Marketing


Sarah Foster
Mailchimp & Automation


Nicole Gariepy
Automations & Systems

Anna 2

Anna Shilina
Money and Sales Mindset

Andrea Li

Andrea Li
Scaling On Your Own

Forget trying to find a “jack of all trades” business coach (hint: it doesn’t exist!). You want to learn from coaches who are masters of their expertise. Which is why we’ve curated a group of coaches to help on the topics we know you need. Their personalized advice will get you moving in the right direction, fast.

Don't just take my word for it, hear what our SOS designers have to say...


The Mala Babe


The Fox and Stone

Barb Mason

Bobbi Kahn Jewelry

Christine Stanton Lupo

Stanton Jewelry

Kena Treadway

FEW Made Jewelry

Susan Harbourt

Susan Harbourt Designs

Cielomar Cuevas

Cielomar Jewelry

Alex Camacho

Acid Queen Jewelry

Who is it for?

SOS is for you if you’re...

  • Ready to improve your overall business strategy so when you take a vacation – nothing falls apart.
  • Tired of spending all your time putting out fires because you're scrambling at the last minute and nothing is structured. Stressed and strapped for cash isn't a good look, m'dear.
  • Ready to make real progress towards your goals and stop making excuses why your website, blog, and newsletter hasn't been updated or sent out.
  • Serious about taking your business to new levels and not settling for “good enough” for another minute because you’ve seen it work for other designers and now it’s your turn.
  • Ready and willing to be coached – and you promise to remove the words “that won’t work for me” from your vocabulary.
  • Willing to share your struggles with us so we can help you and your wins so we can celebrate you.
  • Committed to your success by implementing quickly, you’re “in it to win it.”

SOS is not for you if you’re...

  • Still making excuses for why you haven’t reached the level of success you want because deep down you aren’t ready to make that commitment. (It’s totally okay!)
  • Looking to earn some part-time income selling jewelry online because you’re happy in your career and just want a fun hobby.
  • Not ready to follow advice from others or make any changes to your business because you want to feel in control of the direction of your company.
  • You have a hard time with or don’t like being told what to do.
  • Not willing  or committed to make time for quick implementation.
  • You freeze under pressure. This program is an investment and it will require hustle and that’s why we only accept A-players.


Here's what our designers have to say about their results...


"In just a short 6 months I've been able to generate over $20,000 with my jewelry subscription box, and that's based off of anywhere from 40 to 60 customers."

- Michael Adams, Gourd Jewels


I am learning more about how to drive traffic to the site. It is a work in progress, but I know I’ll get there with the encouragement and support of this community."



Say goodbye to the expensive "trial and error" process that are costing you time, money and energy - and sucking the fun out of your business! Growing a business you're passionate about is supposed to be exciting.

With the support of SOS, you’ll feel confident knowing you're getting the best advice and putting best practices to work. Experience the momentum you get when you know you’re doing the right things to take your business to the next level. And watch the results roll in.