#75 How to Create an Unforgettable Jewelry Brand (and Get Customers for Life)
11:47PM Aug 2, 2021
Creating that emotional connection that’s tied into your why in this personal
history and understanding the real reason why people buy jewelry is helping you
create an unforgettable brand.
You're listening to thrive by design, business, marketing, and lifestyle strategies for your tool rebrand to flourish and thrive. Let's get started.
Welcome to Episode 75. This is Tracy Matthews. I’m your host today
of the Thrive-By-Design podcast. I’m thrilled to be here per usual. I’m
just winding down my 2017 and I’m exciting to be recording this
podcast today even though it’s being released in the second week of
January. It’s kind of funny because I’ve had this song in my head all
morning because I was thinking I’ve been working really hard over
the past several months to bring to you our newest bootcamp
experience, the Jewelry Brand Makeover Bootcamp.
We’ve been working on our master class and the pieces of the
puzzle for the jewelry brand makeover and the challenges and
everything that we’re going to be doing during that challenge period
for the ten days that we’re going to be having the brand makeover.
One of the words that came up was I want to develop an
unforgettable brand. So today we’re going to be talking about how
to create an unforgettable jewelry brand and get customers for life.
You know I love talking about this stuff. For me customer experience
and creating something that you’re known for is really my passion
and I would say I’ll will give myself a little cred. I’ve done a pretty
good job of doing it for my own jewelry business. I have a lot of
repeat customers. I have a lot of clients who have been buying
jewelry for 10-15-20 years, even longer, from when I first started.
Some of those I will admit there are some family members or friends
in that category, but they wouldn’t keep buying from me if it didn’t
mean that I was creating a really unforgettable experience for them.
So I’m excited to talk about this topic today and I did an entire talk
similar to this for our live event in September of last year which was
really fun. If you haven’t done it yet, I would love, you still have time
to join us for the Jewelry Brand Makeover Bootcamp. It started
yesterday, technically, January 9th but you have plenty of time to still
participate in the bootcamp and participate in all the challenges and
it’s going to be so fun and I guarantee you it’s going to really help
you uplevel your brand. You’re going to make more, sell more and
get noticed this year. It’s going to be an awesome experience or it already is an awesome experience, I can say because I know that
bootcamp has been going for a little. It’s going to be so fun and I’m
really excited to be supporting.
So if you’re someone who is ready to start attracting more dream
clients, [3:00] those kind of clients that buy everything from you.
They’re salivating. I have lots of them and they’re the best because
they become the best referrers. They tell their friends about it. They
continue to buy from you. I have this customer Amy who I
mentioned in the episode last week who came to me to redesign
some family heirlooms. Her mother had passed away and she had
her grandmother’s ring and her parents had both just passed so she
wanted to create something that she would wear in rose gold
because she didn’t like her mother’s wedding band.
I created that and several months later, probably six to eight months
later, she sent me an email and she’s like hey and she’s like literally so
adamant. I’m doing a refresh on my website and switching over to a
different platform so I have been putting off updating anything
because I don’t want to spend the time to update or hire someone to
update testimonials and images if in a month or so I’m going to be
moving over to this new platform. So every time I talk to her she’s
like, I’m looking at your website. You still haven’t put my testimonial
up. She is a super fan of mine.
She called me up a couple months later and she was like hey I was
looking for Bengal and I don’t know why I didn’t think of ordering it
from. I’m so happy with my rings. Can you create this Bengal? Here’s
my vision. I design several things from her and she always says to
me, you’re the artist. You have the creative vision. I want you to go
for it. I trust your design. I always present her with a couple of
options and she gives me maybe a little feedback and we’re done. It’s
awesome. She’s my dream client.
She had a momentous birthday. I’m not going to reveal her age but
she had a big birthday this year and I ended up designing another
ring for her which was an opal so that was really exciting. Same thing
she was just like when are you going to get those testimonials up.
You know where to find me when you’re ready to change the
testimonials on your website.
Those are the kinds of people that you want behind you because
they tell everyone. She’s like I referred another friend yesterday. It’s a
great way to build a business and to keep those sales coming. I know
a lot of you might be feeling insecure or trying to deal with internal
struggles or confidence issues on how to put yourself out there. So
we’re going to help you get over that hurdle and get noticed and
shine without even having to do that much which is just having the confidence to really put yourself out there. Finally we’re going to
help you cultivate a crave worthy brand that is going to create a
really great emotional connection. So if you’re interested in creating
a brand that everyone is talking about that is getting a lot of
publicity on a local small scale or even on a really big scale, we really
invite you to join because people do not buy jewelry as you know,
raise your hand if you know this, because they need it. They buy it
because they want it.
That’s why I’m really excited to present this podcast to you today.
We’re wrapping up our bootcamp [6:00] on January 18th and when
we wrap that up we’re going to be revealing a really amazing master
class that I would also like to invite you to. It is called Creating an
Unforgettable Brand in 2017: The fast and simple roadmap to attract
the right clients, double your sales and work less this year.
I know for a lot of you that you’re working your tails to the bone. You
feel like you’re pulled in so many directions. You don’t know which
things are going to move in the needle. That reminds me of a noodle
fight that we had at our mastermind in Austin a couple of years ago.
You’re not really sure about the exact things that are going to move
the needle in your business, and you’re trying to figure it out. You’re
trying to make all these things work so that you can have a brand
that’s working for you or a business that’s working for you.
I’m happy to announce that I have done this for myself and I’m
happy to share with you how I’ve done it. You’re going to figure out
the real reasons why people buy. We’re going to walk you through
everyone’s least favorite topic about sales and show you how to
approach sales as coming from a place of service and that inspires a
sharing economy. We’re going to reveal some industry secrets that
no one is talking about, and then you’re also going to learn how to
make your brand unforgettable by standing out in a sea of millions of
independent designers which I know that you will be excited for and
then you’re going to turn those fans into brand advocates by making
them customers for life and using them to build sustainable growth
for your business in 2017. That’s what this is all about.
You can check that out and register
today at https://www.flourishthriveacademy.com/timeless. Of
course all those links and registration pages are going to be over at
our show notes over at www.flourishthriveacademy.com/episode75.
Go to our website, type in the extension episode 75 and everything
will be right there so you don’t even have to think or worry about it.
So let’s talk a little bit about creating an unforgettable brand. I
wanted to start this off by talking about something that is not talked
about very often and that is the real motivating reason why you have
a jewelry business. There might be a lot of different reasons. I’ve
shared this story before. I’ve been really remised to share it publically
because it is a very [9:00] personal story, but it’s the underlying
reason why I even became a designer in the first place. I don’t know
how many of you know my story and how many of you know
anything about me really except I’m the Chief Visionary Officer over
at Flourish and Thrive Academy.
The entire reason why I ended up falling into this profession of being
a jewelry maker in the beginning and now a designer was that my
mother had passed away and I was on a hiatus from college and my
parents stopped paying for my school. It’s a long story. I’m going to
get this wrapped up into my parents’ divorce agreement or battle or
whatever, but they were sort of in the midst of settling things and I
sort of got caught up in that and it ran away. Because of my
circumstances I wasn’t able to get financial aid for a couple of years
So I took two years off of school. I’m a really (9.52 unclear) person
for those of you who don’t know me very well, but when I get my
mind on something it’s hard for me to not go after that. I’m really
goal oriented and really focused on those things. I knew that I
wanted to finish school at Loyola Marymount University where I
started. It’s a very expensive school. It’s a private school and I was
making probably, working full time, $30,000 at that time a year, and
my tuition was over half of that. So there was no way I was going to
be able to pay for it on my own.
So I started working full time trying to figure out a solution. I’m a
really good, creative problem solver. So I stayed in the loop. Stay in
L.A. Lived with my friends who were still going to Loyola, and got to
thinking about how I could get back. I kept meeting with the financial
aid advisors and I was finally able to get this great grant.
Unfortunately this didn’t really happen until after my mom passed
away. I was able to get a grant that paid for half my tuition and then
the rest I was able to get in financial aid because my mom had just
During that time I had to change majors. So I decided to change
from a communications major, which I thought I was going to be a
broadcaster and be on TV. I think that’s always what I thought I was
going to be, and then I changed to European studies major which
was something I never really thought about but it was really studying
European art and language and history and all that stuff. The thing I
like about that major is that I was able to take fine arts classes as an elective. So my first fine arts class was jewelry making and that was
how I became a jewelry designer.
All of this experience of my why and my purpose for building a
jewelry brand came out of a really tragic situation, my mother
passing away. It seems weird to dial it back to that, but if she had
died when she did I would not be a designer. I’m pretty certain about
that because I really believe if you haven’t seen that movie Sliding
Doors from ages ago that when one door opens another door closes
or when one door closes another door opens and we have ultimate,
unlimited opportunities to change [12:00] the direction of our lives.
In times of hardship and sadness these are our choices that we get
to make that move us into or propel us maybe is a better word, into
So the whole foundation of why I even started a jewelry business in
the first place is deeply tied to my mother passing away which was
one of the most tragic experiences I’ve ever had in my entire life, if
not the most tragic to this point. She died very young and she was
my age when she actually died and that to me is really crazy. This
year when I turned her age it was just like nuts because it brings
back a lot. What I’ve used, I was really shy to ever talk about that
before until I really got clear on what my purpose is and what I
actually bring to the world as a jewelry brand.
My main offering besides designing engagement rings and wedding
bands is heirloom redesign for my jewelry business. I design custom,
for those of you who don’t know. I specialize in redesigning
heirlooms. The reason why I’m so passionate about this is because
my first redesign was my mother’s diamond. I inherited a couple of
pieces of jewelry from her and one of them was this diamond that
was an earring. I’m not a diamond earring person so I turned it into a
ring that I wear every day. I was like oh my gosh this means so much
to me. It gives me a little piece of my mom to remember and tie me
back to her. I’d love to do that for other people.
Then my first project came and then more projects came. Now I’ve
done hundreds of projects that are heirloom redesign. It’s so
important to me to be able to offer that service to people because I
understand on a really deep profound level how tramatic an
experience like that can be and how losing a loved one really
changes the course of your life and you want to stay connected to
So this whole underlying reason for this is I want to be able to create
a moment for the people that I’m designing for. This ties also into
what I do for engagement rings. I’m creating moments for my clients
and you are to so I don’t want you to forget that.
So as I walk you through the content for the podcast today
remember that what you do is so much bigger than just creating a
simple piece of jewelry. It is tying to someone’s history. It’s becoming
a part of someone’s life. It’s becoming a part of someone’s moment
in their lives, your customers’ moments in their lives. This is how, if
you do it right, you become an unforgettable brand that gets people
coming back for more and attracts these customers for life that want
to keep buying from you because they’ve bought into your stories.
This is really important, profound lesson today. [15:00] So perk up
your ears because I’ve got a mouthful for you.
Let’s dive right in. I wanted to talk a little bit first about the real
reasons why people buy jewelry. You’ve heard this from me before
and you’re going to hear it again. I even mentioned it earlier. People
don’t buy jewelry because they need it. They buy it because they
want it, and they want it because it’s creating meaning for them. So
it might be that it’s trendy and cool and makes them feel hip and on
the edge or it might be that it’s giving them some sort of status, that
it makes them feel successful like they’ve arrived or it might also be
making them feel beautiful and confident, and then it also has this
power to connect to specific moments in people’s lives.
Think about this way. If you were to go on vacation and you bought
a token a remembrance of that time, that is going to stay with you
for the rest of your life. Think about when people buy jewelry in a
resort town and they’re collecting something from their travels.
That’s something that I do whenever I travel around the world. I try
to find a piece of jewelry that I want to bring home. I don’t always
successfully find something that I will wear but I do it. I’m always on
a hunt for it. My last two trips to Italy I was on such a hunt and I
couldn’t find exactly what I was looking for and I was so bummed
because my first trip to Italy over the last three years I had found
some amazing jewelry in two separate spots in Tuscany and these
last two trips that I took I didn’t find anything.
For me collecting jewelry while I’m traveling is a really important part
of me and when I’m wearing that jewelry and when someone
compliments me on that jewelry it brings me back to that place in
time where I bought it. Think about, for those who are designing
important jewelry for someone’s life, a milestone, maybe for an
anniversary or a birthday or a graduation or like I do for engagement.
I’m part of those people’s moments, my clients’ moments for the rest
of their lives or for as long as they stay married. Hopefully they stay
married for life, but you get the picture.
I’m part of their story forever when I’m designing something. I always
think back, a couple years ago my apartment got robbed. I was
devastated mostly because it’s not even that I wore a lot of the jewelry that was in my jewelry box that got stolen. More than
anything it was that all the jewelry that got stolen were things that
documented moments of my life like my 8th grade graduation ring
got stolen. My college graduation watch got stolen and the ring that
my dad gave me for my 16th got stolen. So all these pieces of jewelry
that I loved and actually are an inspiration for things that I design
today, they’re just a distant memory that I try to think about these
days, are pieces that were so significantly tied to something really
important and memorable for me.
Remember you are creating moments for people and you are in the
moments business, as my mentor Ryan likes to say. The next thing
that you’re doing is you’re creating this emotional connection. We
talked a little bit about this in Episode 74. You are creating
something [18:00] that is powerful. Jewelry is a really powerful
thing. It allows you to streamline and make people feel a certain way.
I say this because if you think of the transformative power that a
piece of jewelry has on the person wearing it, you could take a
simple black dress and change up your accessories and it looks
completely different. You could wear it with very traditional pearls
and pearl earrings and it comes off with a classic look.
You could wear it with a super edgy necklace or spiked earrings and
come off as appearing super edgy. You could wear it with super fine
jewelry and you look like you’re dressed up for a night on the town.
There’s so many different ways jewelry can create this not only
emotional connection but a persona and it’s powerful because at the
end of the day it is making a statement and helping the person
wearing it, your customers, feel confident in who they are. It’s
empowering. It’s a powerful thing and I want you to remember that.
It really is something that creates a deep sense of beauty for the
wearer, especially those of you who are designing jewelry for
women, but the same thing goes for people who are designing
jewelry for men. A lot of men don’t wear a lot of jewelry but the men
that do, they’re wearing that jewelry as an expression of their
It is interesting. My boyfriend from a long time ago, Scott, I met him
at a trade show and he’s in the fashion industry. I laugh now today
because I’d never met a guy who wore so much jewelry up until that
point. He wore almost more jewelry than I did, but the thing I was
really impressed by and amazed by with Scott was he was super
masculine. Willing to rock that jewelry and he was confident about
who he was wearing it. It was something that all the pieces that he
wore were, I want to use the word tokens or mementos or something
from different parts of his story, he was wearing a lot of those things
because he had been in recovery for addiction and a lot of the things that he wore reminded him of where he had been, where he’s gone
and where he is now and that whole journey.
So remember your clients are collecting things like that. You are
becoming part of their story. You’re creating a moment and creating
that emotional connection that’s tied into your why in this personal
history and understanding the real reason why people buy jewelry is
helping you create an unforgettable brand. It helps build this cycle of
repeat clients. People buy jewelry because of this emotional
connection and it ties into so many other things including your story
and why you’re designing jewelry in the first place.
I think all of you, and I know that for some of you it’s really hard to
pull out for yourselves the reason why you started designing jewelry.
[21:00] The thing I hear the most is that people just oh they liked it,
it was therapeutic, they started working with their hands, but there
was a deeper reason behind it. I want you to really get to that origin
of why you started designing jewelry. That origin story is a little bit
different. There’s going to be like a slight tweak to the why of your
brand and why that’s important to your customers, but there is a
correlation and a connection to that.
Remember that you are becoming part of someone’s story when you
do this right. Your story is what helps attract and keep those
customers along that journey or what we like to call the desire
journey for the long haul. It’s a proven fact that on your website the
“About” page is the number one visited page for almost any website.
When someone is trying to figure out who you are or what you stand
for, that’s the page that shines and that’s the page that connects
with. So if you can leverage your story and use that to draw in
customers, it’s a really powerful tool for you to connect with them
and get them for life.
A lot of you have heard this. On the homepage of my website,
www.tracymatthews.com, I have a video. That video is designed to
build trust and to get clients to fill out my contact form and trust
that I’m a reliable person if they haven’t met me or haven’t been
referred by someone who is actually worked with me before. So that
whole video is designed, the way it’s scripted, the way I tell my story,
in the way I show the B roll, all those things are designed to take my
clients on the journey of my brand and communicate my story and
my life throughout it.
I guarantee you that you guys have a similar story like that. So think
about why you started designing jewelry in the first place. If it was
therapeutic, talk about the reasons why it was therapeutic. What
were you struggling with at the time? What was the next step or was
it that you came across taking a bead class and someone actually wore a piece of your jewelry and you were like oh my gosh this is the
best experience ever. Talk about that or the evolution of your history
and why it’s important.
I was talking with Diane House [ph] of Tiny Devotions. I’ve talked to
her a lot this year but I interviewed her for a podcast a while back.
That podcast is Episode 45. You can check it out if you haven’t
already. We were just talking and getting to know each other. Diana
told me she started Tiny devotions because she was going through a
period of reinvention. She went on this retreat to Bali and found
meditation and that transformative experience made her want to
bring that intention out into the world. Her reason in that
transformation and bringing all the things and the changes that had
happened with her, within her were the reasons why she wanted to
create jewelry with intention. That’s the whole reason why she
created the Tiny Devotions brand which is one of the premier yoga
jewelry brands on the market today and probably the forerunner in
that style of jewelry [24:00] that people have jumped on.
I remember before Tiny Devotions came onto the scene, a lot of the
yoga jewelry out there was a little bit super hippy dippy and not as
fashionable so it was kind of hard to wear if you were someone who
was walking that line between regular fashionable standard person
or a hippy dippy yogi. So she bridged that gap. A lot of you have
those same kind of stories. What was it. I was talking with a designer
the first time we ever ran our Laying the Foundation course. I think
her name was Pricilla. I can’t remember. This was so long ago. It was
four and a half years ago
I remember her just feeling compelled to share her story about why
she started designing jewelry with me. I think I have that effect on
people, but it was something she wasn’t sharing with the world and I
really encouraged her to share it with the world. She had gone
through a really low point. She had hit rock bottom. She was a drug
addict and jewelry was the only thing that allowed her to stay off
drugs and kept her sane and sober. I remember she sort of went on
her own way. She went through a few more personal tragedies.
I always have been really affected by that story because that is a
great thing that should be shared with your audience because you
wouldn’t believe how many other people out there can resonate with
what you’ve gone through. Whether it be tragic or happy, it doesn’t
have to be a negative experience. So if you think about it maybe my
wife or creating all these unforgettable experiences and moments for
my clients came out of a personal tragedy of my own, but think
about the brilliance the amazing evolution of what happened with
Diane House and how she came upon this brilliant experience when
she was in Bali and she wanted to bring that to the world.
So there’s a lot of different ways that people come across this or
come into it. So I want you to really think deep and go deep about
what it is, why you’re doing this and all this stuff so that you can tie
that into your branding and create an unforgettable brand that
people remember. I want to kind of pull this all together.
I know that some of you don’t feel comfortable putting yourself on
the forefront or being the face of your brand and all that stuff and
that’s fine and dandy and you could find other ways to brand
yourself just based on product alone. That’s great and it’s going to
work for some people, but I can tell you that for most of us who are
really independent niche brands that’s not going to work as
effectively as tying it in to the story of your brand. Like I mentioned
in the last episode, this starts to filter it through all your imagery and
through everything that you do.
So the next time you’re on vacation, the next time you celebrating a
milestone, the next time you get married, not married already or
thinking about getting remarried, I don’t know, think about the
power of that jewelry or that symbol or that token has in your life.
Think about something that was passed down from [27:00] a loved
one. By creating what you are doing you’re creating that same
experience for the people who buy from you.
I want to add one more piece of puzzle about leveraging your story
because I think this is really important. The things that you value and
the things that you find important are going to attract people who
value and find the same things important. Remember that. I’m going
to tie this back to my jewelry brand. I design a lot of heirloom
redesigns. Family is so important to me. I’m really close to my family
even though we’re all nuts and crazy and it’s so big and exhausting
and exhilarating at the same time.
For me family has always been a really important part of my life. So
when my mother passed away losing her was really traumatic for
obvious reasons but also because she was really the head of our
family. For me what I value is family, is connection, is interactions
with people, is not wasting my time on a bunch of stuff that’s
meaningless. I want to have meaning in my life and meaning in my
work and meaning so that I can be doing something that has
meaning for someone else.
So I say this, and that might sound a little esoteric, but when you can
really clearly define what you value as a brand, as a business, people
who are like minded, who value the same things and are attracted to
your design, if you can clearly communicate that, will flock to you
like crazy. I can tell you that this works so well. You start getting to a
point where you don’t even have to work that hard on marketing your business. I say this because I built a brand that was sold in 350
stores around the world. I feel like I was working that thing, working
so hard to build a business for so long because I was pushing it
instead of pulling people in and trying to approach my business in a
very different way than I approach it now.
I feel like the biggest shift was I’m okay only working with the right
people who want to buy from me. I’m okay to say no to people
because I want to work with people who are aligned with my vision
for my business, who are aligned with the fact that I charge a lot of
money for my creativity and they’re willing to pay it because I can
offer them something that someone in China can’t or something that
they buy on Amazon.com can’t and because they are aligned with
what I stand for as a company and what I stand for as a human
being. So remember that, and because of that and because I’m so
clear on what that means to me now, there have been times this year
when I’ve been in a little bit of a sales slump and then all of a sudden
I just flip it around and flip my mindset around and then all of a
sudden customers come flocking in.
This holiday season is the perfect example. I’ve hardly worked for the
last year on getting clients and in fact [30:00] I probably lost a few
clients this year because I’ve been very busy with Flourish and Thrive
Academy and I haven’t been able to follow up in a timely manner and
that makes me feel a little bad and it’s unfortunate, but it’s the truth.
In 2017 I’m working on getting more support so that that doesn’t
happen again. At the end of the day what that has resulted in is a ton
of consistent business that I didn’t have to go after. They just started
It was referrals from other clients. It was because of how I SEOed my
website and I’m not saying SEOed from like putting weird keywords
all over the place. It’s just the kind of content that I put on there. It’s
from doing promotions or having energy around a fundraiser that I
was hosting, and all these other things and then getting on the
phone with people and really aligning and being able to
communicate in a way that gelled with the customers and made it
right. It’s okay if people aren’t the right people.
In fact I got on the phone with a poor girl, not a poor girl, but a poor
girl because she had just lost her mother. On the phone she talked
about her project and her budget wasn’t in alignment with what I
charge and so I gave her other options and I wished her the best and
it was fine. It was part of the experience and part of the process.
Remember that when you are fully aligned and really clear on what it
is that you value and what it is that you want to put out into the
world and what your messaging is and your branding is and all these
things start to come together your brand becomes so unforgettable to those people that you end up getting customers for life who end
up becoming your biggest referrers.
This is such an important thing to remember because 80% of your
sales comes from 20% of your customers. You really need to nurture
that 20% of your customers and build an unforgettable brand so that
you have this cycle of repeat business, and it’s really easy once you
get it right. So I’m pumped for you guys.
So thanks so much for listening today and I’m looking forward to
seeing you in bootcamp. I hope you’re going to join us. Until next
time this is Tracy Matthews signing off. Thanks for joining me today.