Joyas Voladoras Jewelry Spring / Summer 2010

Cnsider the hummingbird for a long moment...

Joyas Voladoras, flying jewels, the first white explorers in the

Americas called them, and the white men had never seen

such creatures, for hummingbirds came into the world only

in the Americas, nowhere else in the universe…each the

most amazing thing you have never seen.

-Brain Doyle

Joyas Voladoras

Contents Mission / Vision - 4 Research Survey - 5 Competitive Analysis - 6 Target Consumer - 6 Target Outlet - 7 Pricepoint -7 Product Launch -7 Trends - 8 Launch Season / Colors - 11 Technical Properties - 12 Overview of Line / Styling - 12 Technical Design - 13 Sizing and Fit - 14 Packaging - 15 Quality Assurance - 15 Credits - 16

MISSION The motto of Joyas Voladoras is Primum non nocere, which means, “first, do no harm.” You shouldn’t have to choose between being eco-friendly and fashion forward.

VISION Joyas Voladoras, the proper name for the hummingbird, translates literally to “flying jewels.” Recently launched in September of 2009 in Soho NYC, JV designs jewelry inspired by nature, crafted from eco-friendly and sustainable materials such as recycled metals and stones. We strive to create unique merchandise for the fashion conscious, urban girl. We love the idea of making “green” jewelry available to a wide consumer base, and plan on expanding to sell to boutiques and specialty retailers in key locations nation wide. We are currently working to develop an ecommerce site.

RESEARCH SURVEY A 12 question survey was given to 20 people in the Soho district o New York City. The women who participated appeared to be in their late teens to early 30s (age, however, was not asked) and appeared moderately to highly trend-conscious. 1.Where do you most of ten shop for costume jewelry? a) Boutiques -4 b) Department Store - 7 c) Discount Store - 3 d) Chain Store - 5 e) Online - 1 2.What is the most important factor when buying costume jewelry? a)Trend - 3 b) Personal Style- 5 c) Price - 6 d) Materials - 2 e) Versatile - 4 3.How often do you purchase jewelry? a)Weekly - 2 b) Monthly - 6 c) Every few months -7 d) For special events or occasions - 5 4.Where do you get your fashion informat ion? a)Magazines - 5 b) Online - 4 c) Friends -5 d) Sales Associates - 2 e) Combination - 4 5.How much would you normal ly spend for a necklace (costume)? a)Under $25 - 4 b) $26 - 49 6 c) $50 - 100 -6 d) $100 - 149 - 2 e) $150+ - 2 6.Do you l ive in the area? a)Yes - 5 b) No, but I live in NYC 8 c) No, but I visit NYC often -4 d) No, tourist - 3 7.How often do you purchase jewelry? a) Weekly - 2 b) Monthly 6 c) Every few months -7 d) For special events or occasions – 5 8.What magazines are you most l ike ly to read? a)Lucky, InStyle - 3 b) Elle, Vogue - 4 c) Nylon, Bust - 5 d) Paris Vogue, Vogue Italia – 4 f)Lula, V - 4 9.What u l t imate ly in f luences your jewelry purchase? a)Impulse - 2 b) Goes with clothing purchase - 7 c) Goes with existing clothing - 6 d) Outside suggestion (friends, sales associate, etc.) - 5 10.Do you shop in th is area often? a)Yes - 13 b) No - 7 11.Did you act ive ly watch or look at p ictures of the SS 2010 fashion shows? a)Yes - 9 b) No - 6 c) Some – 5 12.Do you purchase eco-fr iendly merchandise? a)Yes, often - 2 b) Yes, occasionally, - 5 c) If it isn’t more expensive - 6 d) I don’t pay attention - 7

COMPETITIVE ANALYSIS

The competitive analysis shows the need for Joyas Voladoras. While major competitors have a large presence in the market, they have very little invested in eco-friendly merchandise. Green fashion is a growing trend. Since these companies are likely invested in several manufacturers and product suppliers, it may be difficult for them to manufacture eco-friendly merchandise. A new company would have an advantage in that respect.

TARGET CONSUMER

The Joyas Voladoras girl is a young woman age 19-28. She is smart and creative, lives in an urban area, and loves all things nature . She loves the idea of doing good for the earth, but doesn’t want to have to sacrifice style. She reads foreign and indie fashion magazines and websites, and always keeps up with current trends. She would rather shop at a boutique than in a mall, because each purchase feels like finding a tiny treasure.

TARGET OUTLET Joyas Voladoras will operate as a wholesale company, selling to contemporary boutiques and specialty retailers around the New York City area. Target boutique districts include Soho, West Village, Chelsea, and Lower East Side in Manhattan, and Williamsburg in Brooklyn. Target specialty stores include Henri Bendel and Barneys. We hope to do business with stores that operate as click and mortar entities, so the brand can begin to establish an online presence. Our goal is to sell products nation wide in key urban areas, as well as in online specialty boutiques. It is not in the interest of the brand to sell to big box or discount merchants, as it is of high priority to maintain the image of Joyas Voladoras.

PRICEPOINT Based on data from both the research survey and from the competitive analysis, Joyas Voladoras will strive to keep jewelry under $100. Necklaces will be the most expensive due to their elaborate concept.

Necklaces Single Chain - $25 - 50 Multi Layer - $75 – 100

Bracelet Bangle (wooden) - $25

Bangle (enamel) - $35 Chain - $25

Ring Simple Metal - $25 Stone - $35 Semiprecious - $50

Earrings

Post - $25 Dangle - $40 Semiprecious - $60

PRODUCT LAUNCH Joyas Voladoras is set to launch in Spring of 2010 in the New York City area. The line will be carried at numerous boutiques and specialty stores in Manhattan and Brooklyn.

After the initial launch, Joyas Voladoras will seek to expand product into the online market. The goal is to also be carried in notable urban areas throughout the US. Because the idea of eco-friendy jewelry is somewhat novel, the idea is to first test the market, and ensure that consumers are receptive to items at their given price points before planning for expansion.

TRENDS COLORS For spring and summer 2010, we see a very strong mix of colors. Reds and greens dominate, yet the traditional shades are swapped for ones a little more unexpected, like a bright lime color (380 C) and flamingo pink (191 C). The palette is balanced by the traditional pastel shades. There is also a wide range of muted earth tones, such as a rose (695 C), avocado (4505 C) and wheat (120 C). The unique blend of saturated colors with pastels and mutes will allow any consumer to add a bit of edge to her wardrobe. It also allows designers to play with their color palette without alienating their existing customers or potential consumers.

RUNWAY For spring and summer 2010, there is a strong use of color, including orange, lime green, and pink. There is also a strong 70s influence with fringed bags and stacked bangles. There are also many oversized necklaces.

MARKET TRENDS The Doneger Group notes several key trends in expected consumer spending for Spring and Summer 2010. Consumers will move away from “conspicuous” spending, such as heavily branded bags or accessories, and instead purchase more costume jewelry. There will be a rise in consumer preference towards co-friendly goods and products. There will also be a trend toward fashion items made from natural materials, or for products inspired by nature.

RELATED TRENDS As evident from market study, and from simply watching the Spring 2010 runway shows, there is a trend in clothing and accessories appearing “organic” and “green.” There is high use of natural fibers, and of earth tones. Purchasing accessories is a quick and easy way for consumers to remain stylish without having to revamp their entire wardrobes.

LAUNCH SEASON AND COLORS

The Joyas Voladoras customer is relatively youthful and urban, with an eco-conscious mindset. Our line will consist of a combination of saturated colors as well as earth tones. The saturated pinks especially fit in with Spring’s neon color trend, and will pique the interest of consumers. The tones are also very fitting for the spring and summer seasons. From left side down / right side down:

Chrysthanthemum Silk Tree Boysenberry Sapling Robin / Sandstone Rosa Pampas Sky Leafling

TECHNICAL PROPERTIES

Joyas Voladoras strives to create quality merchandise at an approachable price point for target consumers. Although we use recycled materials in the final pieces, we only purchase from reputable companies.

OVERVIEW OF LINE AND STYLING

Because we want Joyas Voladoras to remain accessible to the majority of our target market, we will not price items over $150 USD. We will offer "staple" items, including a pendant necklace, as an easy entry point to the brand. The necklace will feature a single gold chain, with a pendant of a nature-inspired item, such as a flower or a feather. This item will sell at retail for $50 USD. As necklaces become more complex, price increases respectively due to the increase in material costs. A multi-chained necklace with a flower accent will be the line's most expensive item, retailing for $150. Joyas Voladoras also offers rings, bracelets, and earrings. Like the necklaces, JV will offer entry point items, such as a simple bang ring with a pendant accent, a single chained bracelet, and basic post earrings.

Joyas Voladoras will always have inspiration rooted in nature, but follows fashion and accessory trends closely. While the majority of our products will be mainly metal, which we love the look of naturally, we will include painted, stone, or fabric accents.

Style: 00001 Division: Jewelry Size Category: AOS Season: Spring 2010 Description: Double layer pearl and chain with brass butterfly pendant Merchandiser: R. Wright Designer: R. Wright Brand: Joyas Voladoras Materials: Freshwater pearl; copper pendant; brass chain link Creation Date: 11 / 2090 Ship Date: 02 / 2010

MATERIALS UNIT QUANTITY Pendant $4.88 ea. 1 $4.88 Chain $0.66 ft. 18 in $1.33 Pearl $12.99 16 in. 16 iin $12.99 Chain Extender $1.99 ea $1.99 Brand Tag $0.50 ea $0.50 MATRIALS COST $21.69

COST Cutting $0.50 Assembly $12.00 Packaging $3.00 Shipping $4.00 Total $19.50 + Materials $41.19 Markup = 50% Total Retail Cost = $82.38

PAPILO

SIZING AND FIT

Necklaces can be worn from 16-20" long (depending on where the clasp is placed at the chain). The necklace to the left has a similar length and style. This length seems to make it feel younger and more on trend. Had it been a longer length, it would almost seem outdated or more mature.

The picture to the right shows a necklace targeting a similar demographic with a similar length.

The table below shows the measurements for US ring sizes.

Inside Diameter (Inches)

Inside Circumference

(Inches)

Ring Size

0.618 1.94 5

0.65 2.04 6

0.682 2.14 7

0.714 2.24 8

0.746 2.34 9

After researching many other retailers with a similar target age group (Free People, TopShop, Urban Outfitters, J. Crew), Joyas Voladoras has decided to offer rings in whole sizes from 5 – 9, with size 6 and 7 projected to be the most popular.

PACKAGING

All merchandise will be wrapped in unbleached, undyed organic tissue paper, wrapped in bubble wrap, and placed individually inside of plastic bags. This will prevent merchandise from being harmed in the shipping process. Joyas Voladoras jewelry should be placed outside of a case on jewelry stands.

QUALITY ASSURANCE At Joyas Voladoras, we strive to create products that the customer can wear throughout the seasons. We request samples of our products months in advance of full manufacturing to ensure that the product meets our expectations. We subject our merchandise to elements that may be encountered in everyday life. Tests include a pull test, to ensure that the product will not be damaged from a light tug; a snag test, to ensure that the jewelry won't damage hair or clothing; and element test, to ensure that jewelry can withstand natural elements and sunlight; and a weight test, to ensure that the product can be worn comfortably throughout the day.

CREDITS Images 1,2,3 – Solve Sundsbo http://www.artandcommerce.com/AAC/C.aspx?VP=SlideShow_VPage&IAPA=1&STY=A&L4=2U1XC58IT3P1&L5=2U1XC58ITO0W&L6=2U1XC58ITITI&XX=Artists 6 – Tim Walker http://www.timwalkerphotography.com/ 8 – Pantone Color http://www.pantone.com/pages/products/product.aspx?pid=757&ca=4 9 - All runway photos from Style.com 10 – Doneger Group http://www.doneger.com/web 14 - The Glamourai http://theglamourai.blogspot.com/ Jewlery Supply. Roseville, California. http://www.jewelrysupply.com/. Rings and Things. http://shop.rings-things.com/cart/pc/viewPrd.asp?idcategory=590&idproduct=14128 JewelTec – Manufacturing and Consulting. http://www.jeweltec.com/v