Thrive By Design: Business, Marketing And Lifestyle Strategies For Your Jewelry Brand To Flourish And Thrive

Ever wonder how you’re supposed to convert people who land on your website into actual paying customers? There’s so much talk about getting more website traffic, but there’s a big piece missing in this convo! Most people who land on your website aren’t just going to immediately buy from you! You actually need a strategy to capture that cold traffic and turn the right people into customers. Maybe you already know where this is headed… you might be aware that building a list is your next step. But do you actually know HOW to build -an email list for your jewelry e-commerce business? If you have a million people landing on your site each day but no one is purchasing, what’s the point?? During our “Best Of” series, we’ve been going back through the episodes from the Thrive by Design Podcast that have had the most downloads ever. In our last episode, we covered getting traffic to your site. But now the question is, what do you actually do with that traffic? Well, I’m here to tell you – an email list is your absolu

Slowly but surely, summer is winding down… In our industry, the summer season is often one of plans and strategy. With the busy holidays ahead, I’m gonna guess you’ve been thinking about how to ramp up your sales this year. Especially your online sales! Far too many designers fall into the trap of thinking that making online sales is all about traffic. But that’s just one little piece of the puzzle! See, it's NOT about just random traffic. It's about the right kind of traffic. I’m talking about getting those DREAM customers onto your site. Not just anyone who stumbles there. Getting consistent sales in the e-commerce space means having a conversion strategy that works. A way to lead the right people to visit your site, and then lead them naturally into the next step in your sales conversation. So today we’re doing a throwback as a part of our “Best Of Series,” to episode 84 of the Thrive By Design Podcast – The #1 Way to Get More Traffic to Your Jewelry Website.

For most designers, making a $100,000 salary is what it will take for you to quit your job or achieve your goals. I hear it all the time. “Tracy, I want to make $100,000 a year. What does it really take?” The truth is, it’s… complicated. Someone who is bringing $1 million in revenue still might not be able to take home $100,000 if their business isn't run like a well-oiled machine. At the same time, a smart business owner bringing in $250,000 could still take home that $100K if they do it right. People like you and I, we’re idea generators. Seeing our visions come to life is what really drives us. Finances, profitability, break-even points, margins… Those aren’t the things that come naturally to us. But it can be learned! You don’t have to sacrifice your creative passion to be a smart business owner. When you really hone your visionary and leadership skills, you will be blown away by what you can accomplish. When I started my first company, Tracy Matthews Design Inc., I was NOT approaching my business li

Wanna know what’s crazy? Business owners notoriously underutilize their email list. They’re missing out on a HUGE opportunity for growth. This week I chatted with the clever and energetic Tarzan Kay! She might be even more passionate about email marketing than I am. And that’s saying something… She started as a copywriter and soon discovered the magic of well-written emails. With only 37 people on her email list, she found stunning growth through bi-weekly email marketing. With thousands of people on her list now, Tarzan works with businesses to help them grow their company and define their brand. Plus, she has the coolest name ever… Listen to this week’s episode to catch a bit of her genius!

I am so thrilled about this week’s guest, you guys! She’s the kind of woman who talks the talk and walks the walk. Before getting into jewelry, Meri Geraldine worked as a sustainability consultant. But after having her daughter, she wanted to be able to work from home. That’s how her jewelry company, Gardens of the Sun, got started. There aren’t enough conversations about building a sustainable brand in the jewelry industry. Meri is out to change that. Part of her company vision is to know every part of the supply chain, right down to the people mining and cutting the gems. She’s traveled all around the world to source her jewelry sustainably and has become a leader in the ethical jewelry movement. Today, she sat down with me to talk about how the everyday designer can be more conscious and responsible about their sourcing.

Today’s topic is very close to my heart: recession-proofing your business. If you’ve listened to my story, you know my first business got wiped out by the Great Recession of 2008. I used to carry a lot of shame about it until a good friend of mine made me see the light. I didn’t fail my business, it got taken down by the recession. This isn’t something to feel bad about, it’s something to learn from. But there were some things I could have done to that might have saved my business. Like they say, hindsight is 20/20. I’m no economist, but things are shifting. Small boutiques are closing down, wholesale is slowing and sales are moving online. While other business owners scramble to react to these changes, you can prepare in advance and stay calm when chaos hits. In this episode, I cover six things you can do to proactively protect your biz from the worst-case scenario. Listen to episode #210 of Thrive by Design to get your all-access pass to How to Recession-Proof Your Business.

I’m beyond stoked about this week’s topic because it's something the Flourish & Thrive Academy community knows all about… FEAR. Being an entrepreneur by definition pretty much means facing your fears… Putting yourself out there Taking risks Doing things that make you nervous It's all part of this wild ride we’ve chosen as business owners. We know it can be tough, but we also know it's soooo worth it! The thing about fear is that it has multiple layers… At its core, fear is designed to protect us. To keep us safe. But because our innate desire to protect ourselves is so strong, it can end up backfiring and leading to things like procrastination, overwhelm, excuses + self-doubt. We’re all working on mastering that fine line between pushing our edges and playing it smart. And on this week’s podcast, I had the honor of talking to New York Times bestselling author, Ruth Soukup about her incredible journey of overcoming fear and using it to fuel her success. Ruth’s book, Do It Scared is a guide t

It’s birthday season here at Flourish & Thrive Academy lately! If you didn’t know, our company is turning 7 this week! And we just passed Robin’s birthday too… In honor of this huge milestone, Robin and I got together on the podcast this week to chat about what we’ve learned… Both in growing F&TA, as well as our other ventures – and to share our biggest insights with you. We’re diving into the topic of scaling… What does it take and how do you do it? The fact is certain characteristics set apart the brands that make it to multiple 6 figures and above and those that hover around the $50,000 a year mark. Firstly, if you’re the designer or the visionary in your company, you need to figure out if you are your own bottleneck. A lot of designers get stuck at this point because they never set up systems. They don’t learn to effectively delegate. So they can only grow as much as their time allows. And one person can only do so much! This means letting go of doing everything yourself and stepping up as Chief V

Have you felt like you’re ready to scale your business for a while – but every time you think of getting started you just freeze up?? This is all too common… It can feel daunting! Where are you supposed to start? Consider this… You don’t actually need a million customers, you just need to keep your loyal customers happy. “Customer lifetime value” is fancy business lingo for how much revenue each customer brings to your business over their lifetime. This isn’t usually the first thing people associate with scaling, but it’s actually a huge deal! It’s WAY easier to sell to someone who already loves your brand than it is to acquire new customers. The goal is to maximize the impact you have on your existing customers… To keep them always coming back for more. This is what thinking like a business owner is all about.

Did you know that when someone lands on your website you only have 30 seconds to make an impression? Kinda scary, right?!? After all of the love and hard work you pour into creating a beautiful page, a lot of the people who visit will be in and out in moments. So how can you get them to stick around?? And better yet… how can you get them to actually CONVERT into sales? It all comes down to the impression and the feeling they get when they visit your site. If your website isn’t doing your product justice in terms of design, story and beyond… you’re actively LOSING sales and potential customers. There are a few key components every homepage needs to really stand out and grab the attention of a potential customer… As a designer or business owner, sometimes you’re a little too close to the problem to see whether what you have is really working or not. That’s why we brought in Darian Chavez of DNC coaching (who also happens to be one of our amazing SOS coaches), to talk about how to transform your homepage to brin

As designers, we’re aware of how much our industry is changing… A lot of jewelry sales is moving online. Wholesale isn’t the same as it used to be. It's tough these days to find buyers who will buy the product outright – not on memo. Things are moving faster than ever. And the processes for success are shifting. But a common obstacle we’re facing is the fact that the backend of our industry isn’t really keeping up… That is to say, the supplier section of the jewelry industry can feel like it's stuck in the past. Here at F&TA, we get super excited when we find companies and brands who are on the cutting edge of these new models… That’s why I’m so stoked that on this week’s podcast, I got to chat with Ashkan Asgari of Dream Diamond.

Unboxing experiences are a big deal these days… If you want to sell your product for premium prices, you have to think about packing! When customers open their purchase, they want it to be fun – to feel good. New designers sometimes think of packing as an added expense… just another thing they have to spend money on. But actually, packing is an investment in growing your business. It's an opportunity to elevate your brand – and stand out against the competition. And there’s a lot that goes into great packaging… You need to be considering… Your customer and what aesthetic they’re attracted to… The sustainability of the materials you’re using… What colors are trending this year… Customers are more and more aware these days of fashion trends. And a brand with really unique packaging STANDS OUT. It's a way to be remembered and noticed. It raises brand awareness along with elevating your product… This week I got to chat with Barbara Whitney from Packaging Specialties about what designers need to know to

This week is Robin’s birthday! I’m so excited to be chatting with her about the rapidly changing world of wholesale… Robin is our go-to girl in this department… She’s our wholesale and sales expert. And in the 7 years since we started Flourish & Thrive Academy, this part of our industry has been changing nonstop… But lucky for us, Robin is up on all of these changes… So whether you’re about to dive into wholesale for the first time or you’re navigating the ins and outs of consignment or sell and return – we’ve got you! These days, it can feel like the financial pressure is 100% on designers. Especially in wholesale. It may have you wondering… Is wholesale even worth it anymore? Can you really survive and make a good living with this model? The fact is, it's totally possible! But only if you’re staying on top of what’s working TODAY. In this week’s podcast episode, we’re covering everything you need to know to stay relevant in wholesale. In order to succeed in wholesale, you have to build great relati

The amazing thing about designers is we’re each so unique… It's so cool how you don’t have to be a certain way to succeed in this industry. As I’ve really gotten to know my own gifts and talents, I’ve realized something… I’m pretty much TERRIBLE at 90% of the things you need to do in business. But the other 10% I’m totally brilliant at! And that’s okay… because I can get support in the areas where I need it. And when I stay in my zone of brilliance, I’m going to do more than anyone else could in those areas. The same goes for you. You’re going to have even more success when you figure out your particular brand of brilliance… and stop trying to be good at everything. I’m talking finding that special sparkle only YOU have. Once you figure out what that is – you can leverage it. And when you leverage it, suddenly business is going to totally change for you. Things will get easier. Decisions will come more naturally. You’ll feel more turned on in and by your work. But what if you don’t know what it is?!?!?!

When you’re running a jewelry business, sometimes you might forget why you started what you do… Running a business takes work. Persistence. Consistency. Strategy. But at the end of the day – most of us are actually artists! We get into this work to CREATE. And while it's important to get those systems down that help you thrive… there’s also nothing wrong with a craving for VARIETY! I’m so excited to be interviewing Alex Camacho of Acid Queen Jewelry because she’s got this balance down… Alex has truly mastered the launch & release strategy. So much so that she’s releasing a one of a kind collection MONTHLY… And selling them out! This is so cool because it means she gets to constantly be creating. Each month she’s making one of a kind pieces. And she’s created a strong following around it! Sure, she has her ready-to-wear line that’s always for sale. She’s got something consistent and easy when she’s in a pinch. But she’s also managed to systematize variety and creativity. So if you worry that success

Wow! I seriously can’t believe this week was episode #200 of the Thrive by Design Podcast! I started this show because I wanted to serve the jewelry community in a bigger way. This work means the world to me… Back in the 90’s when I was starting out, there wasn’t anything like this! We didn’t have free content. Heck, I don’t even think I had an email address yet! That’s why I’m so passionate about this work… I love serving this community. Helping YOU reach big numbers. Helping you grow your business. And how cool that we now have this platform to share information through! Although I’ve watched the industry change at a crazy pace, I’ve also realized… Many of the issues we were having back then (pre-internet), are the same ones we have now! They come down to the fact that we’re visionaries. We’re creatives. We’re literally artists. So even when the market changes, a lot of those struggles stay the same. So this week on the podcast we’re going back through all of the favorite episodes from the last few years. I

Pssst! There isn’t a “holy grail” to gaining big exposure. It’s gonna take some TRIAL and ERROR. After a lot of years as an entrepreneur, I’ve learned a few things about content… What works, what doesn’t, and the best ways to get noticed. Ironically, one of my biggest lessons was that there’s no “holy grail” to getting your content seen. It’s more like a little of this, a little of that… and a LOT of trial and error. There are seriously ENDLESS things you can try… Mastering hashtags… Creating quality video production… Learning social media algorithms… Storytelling through emails…. Paid and organic marketing strategies… The list goes ON! I’m here to empower you to start thinking about exposure for your brand… The end game is to for that exposure to convert people and get them engaging with your content! It’s time to take more unique approaches to digital marketing. On this week’s podcast, I’m talking to one of the most unique Creatives I’ve connected with through Instagram. Meet Laura Powers: a premiere LA ps

Finally! The weather is warm and days are getting longer. A perfect time to look forward to GROWTH in your business. Springtime is all about new possibilities, right? Time to get your spring hustle on! As designers and business owners, it's super easy to get stuck in the day-to-day… Making more product… Responding to customer messages… Managing the books… Posting on social media… Just one big laundry list of stuff! The thing is, not one of these tasks is really gonna lead you to EARNING $$ at the next level. Or scaling your business. It's time to ask yourself – are you using these assignments as an excuse to keep playing it small? If you want to take a leap this year and see big results, you have to make a change.You have to stop doing everything yourself. You have to outsource and delegate. You might outsource social media or marketing but it could also mean… It's time to start working with a manufacturer! I know what you’re thinking, “But that’s scary! What if they rip me off for my designs?”

Does talking about making money in your biz make you squirm a little bit? It's super hard when you pour yourself into your biz but aren’t making any money. It feels like no matter how amazing your work is, you’re “not good enough.” I’ve been there, I know… I have this crazy idea: I want to dust off the old stigma around being a “starving artist” and reframe it to be the “thriving artist” – or jewelry designer! Whatever your creative passion is, YOU CAN make money doing what you love! I’m extroverted so I love to chat and connect with my customers. But really anyone can attract more money to their biz. Don’t believe me?? A few weeks ago in San Francisco, we invited our SOS members to a 2-day workshop – which was SO. MUCH. FUN! During the workshop, I challenged the designers to personally text, email, DM or call at least one customer and make a sale. Not everyone was game at first… Some designers felt awkward or shy. Others didn’t know who to reach out to or didn’t want to bug people. BUT, in the end, they

There’s lots of confusion. What really matters to grow your business? Is it finances, sales, admin, social media, marketing, photography, pixeling your website, cleaning the dirt under your fingernails from that red rouge buffing compound…? The list is endless. The answer is simple…it’s the 75% rule. In fact, when I first presented the 75% rule – jaws were dropped. When I was asked about the 75% rule at the Gold Conference, same thing… I got a lot of weird looks. Here’s why… Most “creative-maker-designer” types love creating and making. So they start a business and continue to create – make – design (oh yeah and do a lot of busy work) and wonder why their business isn’t growing? If you want your business to grow, you have to spend your time on revenue generating activities. That’s where the 75% rule comes in. Finding the levers in your business to sell jewelry online or land those massive wholesale accounts requires a commitment and focus on the “RIGHT” activities. Your ability to double your jewelry busines