designing
BRIGHTER futures
Made by Survivors is fighting slavery, providing careers, and changing lives.
Made by Survivors is a nonprofit organization which employs and educates survivors of slavery and other human rights abuses, including women and children living in red light areas and border towns, in extreme poverty. They are trained to be metalsmithers, jewelers, and silversmiths in areas of the world where these are normally male professions.
Their programs create jobs in highly respected professions with high wages that develop business and leadership skills.
THE CURRENT SUCCESS OF THE BRAND Made by Survivors is consistent in their messaging, with advertising aimed at an audience of mostly women. Their goals are clearly stated on their website and stay consistent throughout all of the expressions of their business. They are highly regarded by their customers and donors as an organization that is saving lives and making a positive influence on the fight against human slavery. The products are also perceived as high quality and stylish. The fact that it is a non-profit and all of the money made goes towards the improvement of the lives of these women is another favorable aspect.
I have purchased several pieces of jewelry that I cherish for their beautiful artistry but more so for what they represent. The workmanship and passion that created these pieces is emblematic of a belief in forging a new future for the artisans who make them. - a Made by Survivors customer
SO WHAT’S NOT WORKING?
Unrecognizable by potential consumers
Weak brand
Narrow audience Lack of publicity
Pricey
Unoriginal Not many outlets besides website
Larger Customer Base
Personal Connection
Made by Survivors is in need
Something that could make
of a larger customer base that
the brand stronger is a larger
will pay attention to what the
emphasis on telling the in-
company is doing, get behind their mission, buy their
dividual stories of the women who make the jewelry.
products, and spread the word about what the company
Knowing where the pieces were made and specifically
is doing. They already have the fundamental elements
who made it would create a bigger connection to the
needed to have the potential for being a great brand, it is
consumer. They would know directly where it was being
just lacking in a good visual identity and outlets for the
made, and know the stories of the women whose lives are
brand to show through.
being supported with their purchases, thus providing a larger incentive for buying.
Better Visuals
Directed Advertising
The visual brand
The last thing the brand
right now is currently
needs is a larger marketing
very weak. It is unoriginal, and doesn’t reflect the quali-
approach. Besides the web-
ties of the products that they sell. The navigation of the
site, the only other outlets they have for their brand is
website is very boring and unmemorable. It needs to be
social media, the few stores that sell their products sec-
more charming and inspiring. The products are a higher
ond hand, and fundraisers they might have. If they were
quality than a lot of the big name accessory brands, and
able to get the word out more, attracting the attention
the way the website looks now, it seems that they would
of more potential audiences, the brand could become
be selling cheaper products.
larger and more successful.
WHAT THE BRAND NEEDS
BRAND CODE This is the core of the Made by Survivors brand. It describes everything they stand for and is used to make every decision regarding the brand.
PRODUCT/BENEFIT
MISSION To support and
Fashionable, high
promote the welfare
quality accessories
of rescued slaves in their pursuit of a better future
POSITIONING A 100% charitable fashion organization
BRIGHT
VISION A positive alternative to shopping at big name brand companies
STYLING
VALUES
Sentimental
Connected
Positive
Is taking a stand
Effervescent
Narrated
Collaborative
Encouraging
Intricate
Inspiring
Quality
Trend-setting
WHO IS MADE BY SURVIVORS MARKETING TO?
Tall, medium brown hair, quiet mannered, intelligent, friendly, sophisticated. Lives in Seattle, works for a novelty shop
AMY
Enjoys reading, playing the piano, wine tastings, baking Her favorite movies are 27 Dresses, Say Anything, A Beautiful Mind, Life of Pi, The Help, The Secret Life of Walter Mitty Dreams about going on adventures around the world with her best friend, her childhood home
Middle aged, sandy blonde hair, social, generous, empty-nester Lives in Arizona, is retired Enjoys socializing at book clubs and church events, spending time with her grandchildren Favorite movies are Forrest Gump, Sleepless in Seattle, anything on the Hallmark channel Dreams about her family and historical events that have happened in her lifetime
CINDY
FUNCTIONAL I can buy accessories from Made by Survivors and help support better futures for women that were previously in slavery while they are building profitable business and leadership skills.
BRAND MIND SPACE
SOCIAL I can be stylish and show others how I am supporting the fight against slavery by purchasing through Made by Survivors.
MENTAL I feel good knowing that I am giving not just to a charitable organization, but also helping a particular woman that is designing and making the jewelry that I will wear.
The description of the new brand using four dimensions: functional, mental, social, and spiritual. This helps define the brand based on the mind of the target audience.
SPIRITUAL I am making a difference in the life of a woman by suppporting her in the pursuit of building a positive and fruitful future for herself.
COMPETITION and POSITIONING There are two arenas of competition for Made by Survivors: large corporate brands that sell accessories, and other smaller organizations that have a similar mission to Made by Survivors. Looking at these opposing styles helps to position the new brand somewhere between the two.
Imitative
CLAIRE’S CHARMING CHARLIE
PROJECT HAVE HOPE MADE BY SURVIVORS CURRENT
Cheap
SOPHISTICATION
Luxurious
FOREVER 21
TOMS
Original
BEAD FOR LIFE
AUTHENTICITY
JOYN
MADE BY SURVIVORS DESIRED
THE NEW BRAND
Cicle Gordita A BC DE FG HI JK LM N O P Q R STUVWXY Z a bc d efg h i j k l m no p q r s t uvwxyz
Linotype Didot A B C D E F G H I J K L M NOPQRSTU VWX YZ a bc d e f g h i j k l m n o p q rst uv wx y z
MADE BY
MADE BY
JEWELRY
BAGS & GIFTS
KIDS
JEWELRY
BAGS & GIFTS
KIDS
ABOUT US
YOU CAN HELP
DONATE
ABOUT US
YOU CAN HELP
DONATE
MADE BY
EMPOWERING to design their own
BRIGHT
WHAT IS MADE BY SURVIVORS? Made by Survivors is a nonprofit organization which employs and educates survivors of slavery and other human rights abuses, including women and children living in red light areas and border towns, in extreme poverty. Our programs create jobs in highly respected professions.
We create jobs with high wages that develop business and leadership skills.
In India, metalsmithing and jewelry design is traditionally a man's only profession. Our survivor metalsmiths are breaking gender barriers. Donations and profits from the sale of products Made By Survivors go to support rescue, aftercare, education and employment in India, Nepal, Cambodia and Thailand - regions of the world where trafficking is a huge problem.
EMPOWERING to design their own
BRIGHT MADE BY
JEWELRY
BAGS & GIFTS
KIDS
ABOUT US
YOU CAN HELP
DONATE
WHAT IS MADE BY SURVIVORS? Made by Survivors is a nonprofit organization which employs and educates survivors of slavery and other human rights abuses, including women and children living in red light areas and border towns, in extreme poverty. Our programs create jobs in highly respected professions.
We create jobs with high wages that develop business and leadership skills.
In India, metalsmithing and jewelry design is traditionally a man's only profession. Our survivor metalsmiths are breaking gender barriers. Donations and profits from the sale of products Made By Survivors go to support rescue, aftercare, education and employment in India, Nepal, Cambodia and Thailand - regions of the world where trafficking is a huge problem.
MADE BY
CONTACT
Made By Survivors PO Box 3403 St. Augustine, FL 32084 +1 800 831-6089
JEANETTE PAVINI @jeanettepavini RT @jeanettepavini: Mother's Day is around the corner.. @madebysurvivors is my favorite place to buy jewelry and bags. It's a win-win. MADEBYSURVIVORS @madebysurvivors Our Board Chair, Elizabeth S Goldberg talks our successful NGO biz model in "Running a Business Rooted in Mission" http://t.co/q8ylTzXSEX
SUPPORT > Delivery & Returns
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MADE BY
JEWELRY
BAGS & GIFTS
KIDS
ABOUT US
YOU CAN HELP
DONATE
ABOUT US
YOU CAN HELP
DONATE
MADE BY
JEWELRY
BAGS & GIFTS
KIDS
You can be part of the community of support around a woman freed from slavery and also give a stylish handmade gift to someone you love. The Made by Survivors collection of sterling silver, semiprecious stone and pearl necklaces are handmade by women rebuilding their lives through their own creativity and courage - in India, Nepal, Thailand, Ghana and Fiji. Our survivors have been trained as artisan silversmiths, enabling them to earn an excellent income and radically transform their lives, families and communities. Womens empowerment and sustainable fair trade with fashion and style! 100% of profits from the sale of these necklaces go to programs that empower women and educate children worldwide.
NECKLACES
THE RISING NECKLACE $72.00
Sort by: Best Value
Items 1 - 20 of 52 total
FREE BIRD NECKLACE $65.00
Show 20
HAPPY HOME $60.00
Page: 1 2 3
You can be part of the community of support around a woman freed from slavery and also give a stylish handmade gift to someone you love. The Made by Survivors collection of sterling silver, semiprecious stone and pearl necklaces are handmade by women rebuilding their lives through their own creativity and courage - in India, Nepal, Thailand, Ghana and Fiji. Our survivors have been trained as artisan silversmiths, enabling them to earn an excellent income and radically transform their lives, families and communities. Womens empowerment and sustainable fair trade with fashion and style! 100% of profits from the sale of these necklaces go to programs that empower women and educate children worldwide. MADE BY
JEWELRY
BAGS & GIFTS
NECKLACES
KIDS
Sort by: Best Value
ABOUT US
Items 1 - 20 of 52 total
YOU CAN HELP
Show 20
THE RISING NECKLACE $72.00
FREE BIRD NECKLACE $65.00
HAPPY HOME $60.00
BLACKENED SILVER MULTI COIN PENDANT $65.00
BLACKENED STERLING SILVER FREE KEY NECKLACE $65.00
ETERNAL FLAME NECKLACE $60.00
Page: 1 2 3
DONATE
You can be part of the community of support around a woman freed from slavery and also give a stylish handmade gift to someone you love. The Made by Survivors collection of sterling silver, semiprecious stone and pearl necklaces are handmade by women rebuilding their lives through their own creativity and courage - in India, Nepal, Thailand, Ghana and Fiji. Our survivors have been trained as artisan silversmiths, enabling them to earn an excellent income and radically transform their lives, families and communities. Womens empowerment and sustainable fair trade with fashion and style! 100% of profits from the sale of these necklaces go to programs that empower women and educate children worldwide. MADE BY
JEWELRY
BAGS & GIFTS
NECKLACES
KIDS
ABOUT US
YOU CAN HELP
DONATE
Home | Jewelry | Necklaces | Free Bird Necklace
FREE BIRD NECKLACE $65.00 Availability: In Stock
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Product Description The stunning sterling silver Free Bird necklace, on 16" sterling silver chain, was the very first design produced for sale by the pioneering survivor-silversmiths in our Jewelry programs in Calcutta and Mumbai. This ethically sourced necklace - along with the other pieces in our signature Free Bird collection - is truly a labor of love. Designed by our Jewelry Program Consultant Melissa Tyson, www.melissatysondesigns.com, the Free Bird pendant is hand-cut from sterling silver and hand-stamped with the word 'FREE'. Sterling silver pendant -, 1 1/4" x 5/8", with a 16" sterling silver ball chain with lobster claw clasp. Handcrafted in India, ethical and sustainable.
MADE BY "I am a wife, mother and a jewelry designer. Creating jewelry is a constant journey of joyful exploration. With my desire to discover the little things, the colors in a butterfly wing, the glitter in a flower petal, or a rock in the river, all of my collections find their way into my jewelry designs. My husband is all to familiar with this as I will clear out our suitcase when traveling to bring it home full of rocks. And as fabulous as my husband is, he lugs it through hotels and airports until the new found treasures make it home to my studio.
Then the creating begins as my collected treasures one by one make their way into rings and neclaces. The importance of "greening" my studio has become even more important after having our daughter. So, now i am striving to apply the most environmentally friendly practices including the use of recycled silver, the least toxic studio chemicals, and recycled packaging. For 15 years I have been taking the scraps and metling, molding, and hammering them into a new forms, recycling and transforming. Craftsmanship to me is about excellence but not perfection; by leaving small marks of the work-process of forming, forging and soldering the hand-made quality of crafting remains visible. A reminder that our human flaws and imperfections are engulfed with beauty, yet real. Petals, wings, and sparkling things have always fascinated me. God inspires me and I pray my jewelry inspires others.�
MADE BY
CONTACT Made By Survivors PO Box 3403 St. Augustine, FL 32084 +1 800 831-6089
TWITTER JEANETTE PAVINI @jeanettepavini RT @jeanettepavini: Mother's Day is around the corner.. @madebysurvivors is my favorite place to buy jewelry and bags. It's a win-win. MADEBYSURVIVORS @madebysurvivors
Availability: In Stock
ADD TO CART >
ADD TO WISHLIST >
Product Description The stunning sterling silver Free Bird necklace, on 16" sterling silver chain, was the very first design produced for sale by the pioneering survivor-silversmiths in our Jewelry programs in Calcutta and Mumbai. This ethically sourced necklace - along with the other pieces in our signature Free Bird collection - is truly a labor of love. Designed by our Jewelry Program Consultant Melissa Tyson, www.melissatysondesigns.com, the Free Bird pendant is hand-cut from sterling silver and hand-stamped with the word 'FREE'. Sterling silver pendant -, 1 1/4" x 5/8", with a 16" sterling silver ball chain with lobster claw clasp. Handcrafted in India, ethical and sustainable. MADE BY
JEWELRY
BAGS & GIFTS
KIDS
ABOUT US
YOU CAN HELP
DONATE
MADE BY "I am a wife, mother and a jewelry designer. Creating jewelry is a constant journey of joyful exploration. With my desire to discover the little things, the colors in a butterfly wing, the glitter in a flower petal, or a rock in the river, all of my collections find their way into my jewelry designs. My husband is all to familiar with this as I will clear out our suitcase when traveling to bring it home full of rocks. And as fabulous as my husband is, he lugs it through hotels and airports until the new found treasures make it home to my studio.
Then the creating begins as my collected treasures one by one make their way into rings and neclaces. The importance of "greening" my studio has become even more important after having our daughter. So, now i am striving to apply the most environmentally friendly practices including the use of recycled silver, the least toxic studio chemicals, and recycled packaging. For 15 years I have been taking the scraps and metling, molding, and hammering them into a new forms, recycling and transforming. Craftsmanship to me is about excellence but not perfection; by leaving small marks of the work-process of forming, forging and soldering the hand-made quality of crafting remains visible. A reminder that our human flaws and imperfections are engulfed with beauty, yet real. Petals, wings, and sparkling things have always fascinated me. God inspires me and I pray my jewelry inspires others.�
MADE BY
CONTACT
Made By Survivors PO Box 3403 St. Augustine, FL 32084 +1 800 831-6089
JEANETTE PAVINI @jeanettepavini RT @jeanettepavini: Mother's Day is around the corner.. @madebysurvivors is my favorite place to buy jewelry and bags. It's a win-win. MADEBYSURVIVORS @madebysurvivors Our Board Chair, Elizabeth S Goldberg talks our successful NGO biz model in "Running a Business Rooted in Mission" http://t.co/q8ylTzXSEX
SUPPORT > Delivery & Returns
Terms & Conditions
Contact Us
Signup for our Newsletter
your email
EMPOWERING WOMEN TO DESIGN THEIR OWN BRIGHT FUTURES.