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.

Accent Stones

Kit Mobley

Kit Mobley is a seasoned jewelry professional with over 20 years of experience driven by a genuine passion for artisanal and luxury jewelry — one that began at the bench and has influenced every step of her career. Her expertise spans wholesale and retail sales, merchandising, inventory management, business development, client services, consulting, and operations management. 

As Director of Operations at The Gems Project, Kit brings a thoughtful, strategic approach to her work and takes great pride in representing the agency's compelling roster of talented brands. She is grateful to do so alongside co-founders Beth Anne and Joel in a rewarding collaborative environment. 

Jen Mascali

Jen brings a unique blend of creativity, sales insight, and luxury market experience to The Gems Project. Having built and managed her own luxury handbag brand, along with years of first hand experience working between Italy and the United States, she offers a thoughtful global perspective on branding, storytelling, and client relationships .

With an eye for detail and design, Jen helps shape the team’s creative direction across social media, ensuring every piece of content feels visually strong and true to each brand’s identity. Her early background in public relations further strengthens her instinct for communication, audience connection, and the kind of copy that feels both strategic and personal.

As the team’s West Coast sales representative, Jen also brings a strong understanding of the retail side of the business, helping bridge creative storytelling with meaningful partnerships and sales opportunities. Her ability to move seamlessly between brand vision, content, and client relationships gives The Gems Project a point of view that is both creative and commercially minded.

Chelsea Cypher

Chelsea brings nearly a decade of marketing experience and a genuine passion for connecting brands with their audiences to The Gems Project. She began her career as a jewelry stylist for social media and digital platforms, where she quickly built a dedicated following through her eye for storytelling and authentic brand expression. Alongside her marketing expertise, Chelsea also brings hands-on fine jewelry sales, giving her a thoughtful understanding of both brand positioning and the client journey from discovery to purchase.

Her approach is rooted in curating visually compelling content that truly reflects a brand’s essence, creating the foundation for strategies that attract new audiences, strengthen community, and elevate visibility across social platforms. Chelsea has a proven track record of building campaigns that drive engagement, support sales, and foster lasting brand loyalty.

As The Gems Project’s East Coast sales representative, she brings a strong understanding of retail relationships and client needs, helping translate brand storytelling into meaningful partnerships and sales opportunities. She is deeply committed to helping brands maintain a social presence that feels vibrant, intentional, and genuinely connected.

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.