ABOUT US

The Gems Project is a brand development agency specializing in empowering fine jewelry designers, from emerging talents to established names. Through innovative consulting and tailored strategies, we elevate every facet of a brand, creating lasting success and a timeless legacy.

Joel Cheatwood

Joel Cheatwood is a fine jewelry industry expert specializing in brand consulting, business operations, and sales management. He is the founder and president of Gems & Tonic, LLC, and a founding partner of The Gems Project, both focused on jewelry brand development and sales.

He has successfully launched brands in top luxury retailers across the country. His expertise spans cost analysis, manufacturing, gemstone sourcing, and wholesale sales. Alongside his business partner, Beth Anne Bonanno, Joel works to empower his clients and brands through innovative consulting and tailored strategies.

Joel began his career in political and corporate communications before shifting to PR and branding consulting. In 2010, he entered the fine jewelry industry, leading sales, marketing, and brand development, culminating in the launch of Gems & Tonic in 2017.

Beth Anne Bonanno

Elizabeth "Beth Anne" Bonanno's cut her teeth in the fine jewelry industry working with extremely rare and collectible high jewelry and objects. She later ventured into contemporary jewelry design where she applies her well-honed lens and historical knowledge to guide her clients in taking curatorial responsibility for their collections; she aims to democratize high jewelry to a wider audience and to empower her designers to see themselves as maisons. 

Bonanno's approach to life and work is akin to branding. Her expansive perspective allows her to take a broad, strategic view of projects in their entirety almost instantly. From that point, she meticulously works her way back, infusing every step of bringing a brand to the market with her creative passion and dedication. The journey of establishing and maintaining a brand's relevance is filled with her creative blood, sweat and tears, and it's this journey that she lives for.

With over 25 years of remarkable success in the industry, Bonanno's proudest achievement to date is her role as a founding member of COUTURE's volunteer designer mentorship program. She takes great pride in the work she's doing on that board, and the relationships and friendships she has formed alongside her fellow members and mentees.

Kit Mobley

Kit Mobley is a seasoned jewelry professional whose passion for artisanal and luxury jewelry, rooted in hands-on bench experience, has shaped a dynamic and fulfilling career spanning nearly 20 years. Her expertise includes wholesale and retail sales, merchandising, inventory management, business development, client services, consulting, and operations management. Kit brings a thoughtful and strategic approach to her work as the Operations Manager of The Gems Project and has great pride in representing the agency’s compelling and talented roster of brands In a rewarding collaborative work environment with co-founders, Beth Anne and Joel. 

Our Values

  • We operate with honesty and transparency in all aspects of our work, ensuring trust and accountability in every relationship we build with our clients and partners.

  • We approach every project with enthusiasm and a deep appreciation for the artistry of fine jewelry, celebrating the opportunity to contribute to our client's success and vision.

  • We are committed to offering exceptional craftsmanship and precision, ensuring that every brand we elevate meets the highest standards of luxury and sophistication.

  • We value diverse perspectives and are committed to fostering an inclusive, supportive environment where all voices are heard and respected, enriching the jewelry industry as a whole.

  • We continuously seek new ways to inspire and challenge the status quo, using bold, inventive strategies to help our clients stand out in the competitive luxury marketplace.