The American Gem Society Spectra Sustaining Firm Spotlight Interview

If you’re a seasoned jewelry designer, bench jeweler, artisan, gem cutter, or manufacturer, TC Brand Consulting has the expertise to help propel your vision and make your business become a reality. Tammy Cohen, owner of TC Brand Consulting, and her team, work to build your brand and take it to the jewelry-buying public.

We had the opportunity to speak to Tammy about her company’s one-of-a-kind services, get some advice on branding a jewelry company, as well as insight on branding trends for 2022.

Tammy, can you tell us more about what TC Brand Consulting does and your process?

My goal is to understand where the client is coming from; their attributes, challenges, aspirations, and goals. I always start with a deep dive into their business and ask the client to do some homework because I want to know how they feel about their business, products, staff, and clients. How much do they know about their audience? I want to identify the challenges and help the client to take the steps necessary to generate wins. I also filter who is looking for just a visual identity and who wants to build something lasting.

My team and I then break down what is needed and submit a proposal/fee for each step in the process; otherwise, it can be overwhelming. Client engagement is a must, and we only move to the next step’s proposal and fee with the customer’s approval. My services continue into the post-purchase realm too.

My branding services are continuously evolving to meet the needs of my clients. Initially, I provided a proposal that would encompass what is needed for the client to create a successful brand. Still, I realized that I would be servicing my clients better and not overwhelming them by breaking down the proposal into manageable steps so that each part would be easy for them to digest with its fee. This way, the client feels they have control in the process and can better measure results.

Tammy Cohen, TC Brand Consulting

A service I have added is the Post Purchase Navigator Training Program. Gem and jewelry brands, especially in today’s Direct-to-Consumer digital world, can provide post-purchase services organically by referring a credentialed and accredited gem and jewelry appraiser near the customer’s location. There is no better way to protect a sale.

Tammy filming video discussing the Post Purchase Navigator Program.

If you could only give one piece of advice to a jewelry company on branding, what would it be?

One piece of advice? LOL! The brand exists to serve the audience because, without an audience, there is no brand. You cannot build a brand strategy or any part of the messaging until you understand the audience’s internal struggle and the broader impact and emotional impact for both solving and not solving the problem of your audience(s).

Another bit of advice, even with an existing brand, you need to be ready to refresh the brand in this ever-evolving marketplace. And last but not least, money is a byproduct of the value you provide.

Do you predict any trends for 2022 in branding?

I see a more customer-centered approach. A necessity is to find a way to be creative when messaging the customer about how you will solve any barriers and create a holistic Omnichannel system where the brand messaging is on topic and consistent.

The trend is to identify a pain point and eliminate any pain, any barrier to purchase. Eighty-five percent of customers, when surveyed, said they care most about ease of purchase and customer service, while 15% said that they care more about the product and price.

What does this big gap tell us? An innovative brand will be known for its excellent customer service, alignment, and on-point consistent messaging across all channels and touchpoints while providing high-quality products.

While you are a relatively new member, you have certainly been well-acquainted with the AGS for years. What do you consider to be the most significant benefit of being an AGS member?

I appreciate the consistent and impressive support from the AGS staff and community. Everyone is friendly and willing to help, which is not something that naturally occurs in other organizations. There is always someone who can answer a question and is ready to help find solutions.

The members have become friends as well as industry colleagues. I enjoy Conclave and have attended some of the local Guild events. I appreciate that AGS upholds its guidelines and is clear about its mission. I especially appreciate my relationship with AGS Laboratories and the AGS CGAs and ICGAs.

You were a guest on the Apple Podcast, “Magical Moments with Alena Chapman,” on November 10. How do we find it?

The episode is titled “Growing Your Brand” and the show’s listening audience is roughly 300,000. You can listen to the podcast by clicking here. I come on after Alena’s Golden Nugget introduction.

You can also find Tammy’s “Growing Your Brand” on these channels:

In January 2021, Tammy founded a women’s business network called Women Beyond the Table (WBTT). Women Beyond the Table is a globally diverse and inclusive group of women across industries. To learn more about the WBTT, visit


Picture of Tammy J Cohen

Tammy J Cohen

Tammy Cohen has been partnering with top-tier corporate executives and entrepreneurs to develop their personal and professional brands for more than 20 years.

Today, she has expanded her reach by adding, founder of the Women Beyond the Table business network , co-host of the Beyond the Table Podcast and author of Text Messages to My Sons to her personal brand.

Tammy resides in Manhattan with her husband and 3 wonderful sons who are the inspiration behind the book.