Jewell Brand Standards Guide by brelsfordcreative

2013 bRAnd sTAndARds

COnTEnTs

Our Story

Our Mission

Why Brand?

Our Brand Values

Our Tone of Voice

Our Copy Approach

Glossary

Typefaces

Logo

Tagline

Mark

Leadership Logos

Colors

Photography

Design Samples

COnTEnTs

Our Story

Our Mission

Why Brand?

Our Brand Values

Our Tone of Voice

Our Copy Approach

Glossary

Typefaces

Logo

Tagline

Mark

Leadership Logos

Colors

Photography

Design Samples

Our Story

Jewell:

This is the story of two sisters whose goals for life were both alike and different. One wanted to experience the corporate world, while the other drove toward entrepreneurship.. One wanted to stay with her kids through Kindergarten, while the other wanted to work outside the home. They were two sides of the same coin, both with a deep love of family and faith, and both called to be part of something bigger than themselves. This was the inspiration that grew into Jewell, a personal, social shopping experience that offers women more of everything good: joy, success, support, style, life-changing experiences, new friendships, financial freedom, and the chance to welcome renewed purpose into your life.

(n) a discovery... or, a person treasured, esteemed and indispensable.

Our Story

Jewell:

(n) a discovery... or, a person treasured, esteemed and indispensable.

Our Mission Jewell is more than just a company. We are people who believe in celebrating, encouraging and rewarding women for who they are. Through God’s strength, we’ve built a family of individuals who feel women deserve to treat themselves to something special. Our commitment is to provide women with a fulfilling, enjoyable and rewarding experience one person at a time.

Our Vision The Jewell vision is to give women tools to achieve the financial freedom to support their personal “Whys” and to make the path to that freedom simple, easy & fun and full of rewarding experiences.

Why Brand? your brand is everything. It defines how others see you, and how you see yourself. It defines who you are. building and protecting your brand is one of the most important things any company can do. but creating the brand youâ&#x20AC;&#x2122;re hoping for takes time, hard work and passion. And above all else, it takes a consistent group effort from everyone in the company to never stray from your brand guidelines.

Consistency leads to familiarity. Familiarity leads to comfort. And comfort creates a strong lasting impression that will keep people happy and coming back for more. Weâ&#x20AC;&#x2122;ve created these brand guidelines so weâ&#x20AC;&#x2122;ll always be on the same page as we accomplish great things together.

Expect More 8

Our Values The Jewell family is: Passionate, Purposeful, Thankful, Respectful, Accountable, Curious, Courageous, Authentic, Gracious, Hardworking, Fun-Loving and Flexible as required to do the right thing, to give back, and to put other people first. We believe simply in being Engaged with Integrity; In our work, in our community, in our families & in our mission.

Tone of Voice COPy APPROACH Our voice is intelligent, friendly and succinct.

bRAnd WORd CLOud

Fashion

Our target audience is women who have high expectations in life, fashion and business. They see through hyperbole and ﬂuff and instead prefer straightforward, honest writing. We speak with a clear and concise point of view. We can be entertaining

Aspirational Girlfriends

breeds frustration.

Fun

Philanthropic Friendly

Designer

Mentoring

service

Life-stage

Graceful

Entrepreneurship

Personal

Sophisticated

social

versatile Lifestyle

Impact

Polished

boutique

Chic

and fun when the situation calls for it, but the most important goal is to be clearly understood. Confusion

Functional

Trend-centric

Poised Clean

Compliment

stylish

Confident

Attainable Complimentary

Example DO

Example DON’T

BE INTELLIGENT & AUTHENTIC

Look and feel confident wherever you’re going.

Our stylish purses are the most amazing thing you’ve ever seen! They’ll change your life forever!

BE FRIENDLY

We look forward to sharing an evening of fashion and fun with you!

Come look at new styles that are fashionable and trendy.

BE SUCCINCT

Invite 5-6 of your closest girlfriends.

Think of 5-6 people you can invite. This is a personal shopping experience best suited for you and 3-4 friends.

BE CLEAR

When you host a Jewell party, you’ll receive 50% off any product in our new Spring Look Book.

Hosting a party with Jewell is really great because of the half-price deal, so you should book one right away!

Tone of Voice COPy APPROACH Our voice is intelligent, friendly and succinct.

bRAnd WORd CLOud

Fashion

Aspirational Girlfriends

breeds frustration.

Fun

Philanthropic Friendly

Designer

Mentoring

service

Life-stage

Graceful

Entrepreneurship

Personal

Sophisticated

social

versatile Lifestyle

Impact

Polished

boutique

Chic

and fun when the situation calls for it, but the most important goal is to be clearly understood. Confusion

Functional

Trend-centric

Poised Clean

Compliment

stylish

Confident

Attainable Complimentary

Example DO

Example DON’T

BE INTELLIGENT & AUTHENTIC

Look and feel confident wherever you’re going.

Our stylish purses are the most amazing thing you’ve ever seen! They’ll change your life forever!

BE FRIENDLY

We look forward to sharing an evening of fashion and fun with you!

Come look at new styles that are fashionable and trendy.

BE SUCCINCT

Invite 5-6 of your closest girlfriends.

Think of 5-6 people you can invite. This is a personal shopping experience best suited for you and 3-4 friends.

BE CLEAR

When you host a Jewell party, you’ll receive 50% off any product in our new Spring Look Book.

Hosting a party with Jewell is really great because of the half-price deal, so you should book one right away!

Glossary Standard Name Add On Kit Back Office – Rep portal and Training area Booking Career Plan Celebrate & Connect Commission Rebates/Overrides Consultant Consultant Agreement Consultant Guidebook Customer Support Downline Email blasts Enrollment Kit Event Salutation Event Sign-off Fast Start Program Founding Consultants Home Office Team/Staff Hostess Hostess Program Lead Pool Leadership Agreement

Jewell Nomenclature Fashion Forward Kit Rep-site, Back Office Booking Compensation Plan Team Meetings Commission Rebates/Overrides Representative/Rep Representative Agreement Jewell Guidebook Care Center Downline What’s trending? Business Kit Hello, friends! Welcome to _____! Be fashionably confident! Smart Start Founding Representatives Jewell Home Office Hostess Hostess Bonus Interest Pool Leadership Agreement

career Levels: • Senior Representative • Director • Senior Director • Executive Director • Senior Executive Director • National Executive Director

• Representative • Senior Representative • Director • Senior Director • Executive Director • Senior Executive Director • National Executive Director

Lookbook Magazine name National Conference Overrides PAC (Presidential Advisor Council) equivalent Pacing/Waiting List Party Party Order PEQA Personal Volume Promote Qualified Party Recruit Retail Order Sponsor Qualify

Look Book The Sophisticate Jewell National Conference Overrides Jewell Advisory Board Interest List Personal Shopping Boutique Boutique Order PEQA Personal Volume Promote Qualified Boutique Recruit Loyalty Order Sponsor Qualify

career Levels: • Senior Representative • Director • Senior Director • Executive Director • Senior Executive Director • National Executive Director

• Representative • Senior Representative • Director • Senior Director • Executive Director • Senior Executive Director • National Executive Director

Our Typefaces print fonts

alternative fonts

Our brand fonts have been carefully selected to reinforce our classic style.

When working in a Microsoft document where fonts need to be universally

The fonts outlined below should be the only fonts used in printed materials.

available, or when communicating via email, the following fonts may be used.

Every woman deserves to be jewelled and fabulous. Display/Headline Font: Angelus, contextual alternates “on”

Every woman deserves to be jewelled and fabulous. Display/Headline Font: Angelus, contextual alternates “off”

Best used as a short headline or callout. Use good judgement when decided what characters should use the “contextual alternates” setting in Open Type options. Also used at a reduced opacity as an art element. See page xx for design examples.

Every woman deserves to be jewelled and fabulous.

Every woman deserves to be jewelled and fabulous. Serif Font: Times Roman May be used as a headline, subhead and intro copy. Do not use as the bulk of body copy in a piece.

Every woman deserves to be jewelled and fabulous.

May be used as a subhead and body copy of a piece.

Every woman deserves to be jewelled and fabulous. Serif Font: Celeste OT May be used as a headline, subhead and intro copy. Do not use as the bulk of body copy in a piece.

product fonts The following fonts should be used only in product sold or given away and

Every woman deserves to be jewelled and fabulous. Every woman deserves to be jewelled and fabulous. Every woman deserves to be jewelled and fabulous. Every woman deserves to be jewelled and fabulous. Every woman deserves to be jewelled and fabulous. Every woman deserves to be jewelled and fabulous. San Serif Font: ITC Franklin Gothic Standard Family

should never appear in any other application, whether it be print, web or video.

Every woman deserves to be jewelled and fabulous. Display Font: Jenna Sue

Every woman deserves to be jewelled and fabulous. San Serif Font: Champagne & Limousines

May be used as a subhead and body copy of a piece.

Our Typefaces print fonts

alternative fonts

Our brand fonts have been carefully selected to reinforce our classic style.

When working in a Microsoft document where fonts need to be universally

The fonts outlined below should be the only fonts used in printed materials.

available, or when communicating via email, the following fonts may be used.

Every woman deserves to be jewelled and fabulous. Display/Headline Font: Angelus, contextual alternates “on”

Every woman deserves to be jewelled and fabulous. Display/Headline Font: Angelus, contextual alternates “off”

Every woman deserves to be jewelled and fabulous.

Every woman deserves to be jewelled and fabulous. Serif Font: Times Roman May be used as a headline, subhead and intro copy. Do not use as the bulk of body copy in a piece.

Every woman deserves to be jewelled and fabulous.

May be used as a subhead and body copy of a piece.

Every woman deserves to be jewelled and fabulous. Serif Font: Celeste OT May be used as a headline, subhead and intro copy. Do not use as the bulk of body copy in a piece.

product fonts The following fonts should be used only in product sold or given away and

should never appear in any other application, whether it be print, web or video.

Every woman deserves to be jewelled and fabulous. Display Font: Jenna Sue

Every woman deserves to be jewelled and fabulous. San Serif Font: Champagne & Limousines

May be used as a subhead and body copy of a piece.

Our Logo JEWELL LOGO

LOGO COLOR

The Jewell logo is a visual translation of our brand

Master artwork must be used and must not be

Our primary colors personify our brand. Aspirational,

attributes. It’s Jewell’s visual signature... conveying

manipulated. Do not alter the arrangement or

clean and sophisticated... Putty and Jewells & Gems.

intelligent, functional and on trend style. Just as

proportions of the Jewell logo elements.

Primary Color Pallette

Below are required guidelines in using the Jewell logo

a personal signature always looks the same, our

in regards to print applications.

logo should always appear in a specified and consistent manner.

½x

Putty

Jewells & Gems

PMS Warm Gray 11

PMS 7645

½x

x-height

2 color

½ x-height

Reversed; 2 color: When reversed the diamond mark should be the same color as the text (approved PMS 407).

baseline

½x

Logo Clearspace: To ensure the legibility of the logo, it must be surrounded by a minimum of clearspace. The clearspace is determined by ½ the x-height of the logo, as shown here.

1 color: When 1 color is necessary due to budget or other factors, Jewells & Gems should be used.

Reversed: 1 color

Black

Reversed: Black & White

.4375" h Minimimum Size: Tagline never appears with the logo at minimum size.

Our Logo JEWELL LOGO

LOGO COLOR

The Jewell logo is a visual translation of our brand

Master artwork must be used and must not be

Our primary colors personify our brand. Aspirational,

attributes. It’s Jewell’s visual signature... conveying

manipulated. Do not alter the arrangement or

clean and sophisticated... Putty and Jewells & Gems.

intelligent, functional and on trend style. Just as

proportions of the Jewell logo elements.

Primary Color Pallette

Below are required guidelines in using the Jewell logo

a personal signature always looks the same, our

in regards to print applications.

logo should always appear in a specified and consistent manner.

½x

Putty

Jewells & Gems

PMS Warm Gray 11

PMS 7645

½x

x-height

2 color

½ x-height

Reversed; 2 color: When reversed the diamond mark should be the same color as the text (approved PMS 407).

baseline

½x

Logo Clearspace: To ensure the legibility of the logo, it must be surrounded by a minimum of clearspace. The clearspace is determined by ½ the x-height of the logo, as shown here.

1 color: When 1 color is necessary due to budget or other factors, Jewells & Gems should be used.

Reversed: 1 color

Black

Reversed: Black & White

.4375" h Minimimum Size: Tagline never appears with the logo at minimum size.

Our Logo LOGO DONâ&#x20AC;&#x2122;Ts Below are unacceptable uses of the Jewell logo. This is not all inclusive, please contact the marketing department at brand@jewellstyle.com with questions.

A minimum clearspace must be maintained on the perimeter surrounding logo artwork as outlined on page 16.

Logo artwork should never be turned 90Âş.

Logo artwork must be uniformly scaled.

Diamond mark may not be altered in any way as part of the logo.

Do not reproduce the logo in colors other than those specified in these guidelines.

Do not put a white box around the logo when placed on a dark background.

Jewell type should never appear without the diamond mark.

Do not place logo on a colored background that compromises legibility.

Our Logo LOGO DONâ&#x20AC;&#x2122;Ts Below are unacceptable uses of the Jewell logo. This is not all inclusive, please contact the marketing department at brand@jewellstyle.com with questions.

A minimum clearspace must be maintained on the perimeter surrounding logo artwork as outlined on page 16.

Logo artwork should never be turned 90Âş.

Logo artwork must be uniformly scaled.

Diamond mark may not be altered in any way as part of the logo.

Do not reproduce the logo in colors other than those specified in these guidelines.

Do not put a white box around the logo when placed on a dark background.

Jewell type should never appear without the diamond mark.

Do not place logo on a colored background that compromises legibility.

Our Tagline

Our Mark

Our tagline speaks to who we are, what we aspire to be and what we think all women deserve to be.

TAGLINE USAGE Our tagline may appear (but

DIAMOND MARK USAGE The diamond mark may be pulled out and used as a design element,

Be jewelled and fabulous. Logo Clearspace: The tagline should not appear attached to the logo.

one diamond to call attention to text, or the group of three as an element of “spice” and design

doesn’t have to) in any

interest. They should not be the

application and media. It can

dominant feature of a page. They

be used in the background as

may appear in any approved color,

art, within text or may appear as a headline in any of the brand fonts or colors. However, it should never appear as a logo tagline. The logo clearspace still applies. See design examples beginning on page xx.

Be jewelled and fabulous. Be jewelled and fabulous. Be jewelled and fabulous. Tagline guideline: Any brand fonts and colors may be used.

but the group must be one color only. See design examples on page xx.

Signature Pattern DOT PATTERN USAGE Our dot pattern may be used to add fun to a piece, whether printed or digital. Dots should always be white, background can be any color in the pallette. Size of dots should be appropriately proportional to the area of space they fill.

Our Tagline

Our Mark

Our tagline speaks to who we are, what we aspire to be and what we think all women deserve to be.

TAGLINE USAGE Our tagline may appear (but

DIAMOND MARK USAGE The diamond mark may be pulled out and used as a design element,

Be jewelled and fabulous. Logo Clearspace: The tagline should not appear attached to the logo.

one diamond to call attention to text, or the group of three as an element of “spice” and design

doesn’t have to) in any

interest. They should not be the

application and media. It can

dominant feature of a page. They

be used in the background as

may appear in any approved color,

Be jewelled and fabulous. Be jewelled and fabulous. Be jewelled and fabulous. Tagline guideline: Any brand fonts and colors may be used.

but the group must be one color only. See design examples on page xx.

Leadership Logos ABOUT US It is important to maintain brand consistency in all communications, including communications coming from our field. We have provided them with logo artwork to use as needed. The rules that apply to our corporate logo also apply to the leadership logos.

Director

Executive Director

Senior Executive Director

Senior Director

National Executive Director

Director

Executive Director

Senior Executive Director

Senior Director

National Executive Director

Our Colors COLOR PALETTE The Jewell color palette can best be described as “sophisticated with a pop of color”. Our primary colors should always dominate, with secondary and seasonal colors added for contrast, and to bring some fun to a layout. Seasonal colors will change four times a year and will be communicated via e-mail. Primary Brand Colors:

COLOR CONVERSION GUIDE pms

cmyk

rgb

Primary Brand Colors PMS Warm Gray 11

PMS 7645

Putty

Jewells & Gems

PMS 7565

PMS 1935

Black

Platinum Runway

Seasonal Pop Colors (Summer 2013 shown as example): Colors inspired by product seasonal line; number will vary.

C: 0 M: 17 Y: 34 K: 62

R: 124 G: 106 B: 85

PMS 7645

C: 9 M: 79 Y: 0 K: 82

R: 80 G: 43 B: 58

Secondary Brand Colors

Secondary Brand Colors:

PMS 407

Warm Gray 11

PMS 2945

PMS 3945

PMS 348

PMS 1787

Daring Cobalt

Lemongrass

Gatsby’s Garden

Coral Kisses

PMS 407

C: 0 M: 8 Y: 9 K: 26

R: 197 G: 184 B: 177

PMS 7565

C: 0 M: 53 Y: 98 K: 11

R: 238 G: 122 B: 34

PMS 1935

C: 1 M: 100 Y: 55 K: 6

R: 197 G: 0 B: 62

PMS Black C

C: 66 M: 64 Y: 67 K: 67

R: 46 G: 42 B: 37

Seasonal Pop Colors (Summer 2013) PMS 2945

C: 100 M: 74 Y: 20 K: 5

R: 0 G: 74 B: 151

PMS 3945

C: 3 M: 0 Y: 85 K: 0

R: 253 G: 239 B: 66

PMS 348

C: 97 M: 22 Y: 100 K: 9

R: 0 G: 131 B: 62

PMS 1787

C: 0 M: 76 Y: 60 K: 0

R: 241 G: 100 B: 93

COLOR CONVERSION GUIDE pms

cmyk

rgb

Primary Brand Colors PMS Warm Gray 11

PMS 7645

Putty

Jewells & Gems

PMS 7565

PMS 1935

Black

Platinum Runway

Seasonal Pop Colors (Summer 2013 shown as example): Colors inspired by product seasonal line; number will vary.

C: 0 M: 17 Y: 34 K: 62

R: 124 G: 106 B: 85

PMS 7645

C: 9 M: 79 Y: 0 K: 82

R: 80 G: 43 B: 58

Secondary Brand Colors

Secondary Brand Colors:

PMS 407

Warm Gray 11

PMS 2945

PMS 3945

PMS 348

PMS 1787

Daring Cobalt

Lemongrass

Gatsby’s Garden

Coral Kisses

PMS 407

C: 0 M: 8 Y: 9 K: 26

R: 197 G: 184 B: 177

PMS 7565

C: 0 M: 53 Y: 98 K: 11

R: 238 G: 122 B: 34

PMS 1935

C: 1 M: 100 Y: 55 K: 6

R: 197 G: 0 B: 62

PMS Black C

C: 66 M: 64 Y: 67 K: 67

R: 46 G: 42 B: 37

Seasonal Pop Colors (Summer 2013) PMS 2945

C: 100 M: 74 Y: 20 K: 5

R: 0 G: 74 B: 151

PMS 3945

C: 3 M: 0 Y: 85 K: 0

R: 253 G: 239 B: 66

PMS 348

C: 97 M: 22 Y: 100 K: 9

R: 0 G: 131 B: 62

PMS 1787

C: 0 M: 76 Y: 60 K: 0

R: 241 G: 100 B: 93

Photography PHOTOGRAPHy Photography not only needs to communicate our brand

Jewell as a brand focuses on three lifestyles:

style through color, lifestyle and model choice, but also it

Career

needs to properly showcase our product. Depending on

Travel

the story and goal of the piece, lifestyle and trend may

On the Go/Working Mother

be the lead... In a selling application, product should be the focus with lifestyle secondary. Regardless, this is accessible fashion. The consumer can see herself in the shot.

Our photography and product assortment shown reďŹ&#x201A;ects this. Our models are attractive, and are a variety of shapes and sizes, to reinforce the idea of accessible fashion.

Photography PHOTOGRAPHy Photography not only needs to communicate our brand

Jewell as a brand focuses on three lifestyles:

style through color, lifestyle and model choice, but also it

Career

needs to properly showcase our product. Depending on

Travel

the story and goal of the piece, lifestyle and trend may

On the Go/Working Mother

be the lead... In a selling application, product should be the focus with lifestyle secondary. Regardless, this is accessible fashion. The consumer can see herself in the shot.

Our photography and product assortment shown reďŹ&#x201A;ects this. Our models are attractive, and are a variety of shapes and sizes, to reinforce the idea of accessible fashion.

Fun

Functional

Fashion

Fun

Functional

Fashion

Photography PHOTOGRAPHY DON’Ts Accessible, feel good and relevant fashion must always lead photo choice. High-end, over-the-top and unattainable image as shown here should be avoided.

Strange backdrops and “high fashion” looks are off-brand.

Overly glamorous looks should be avoided.

Photography should demonstrate trend, lifestyle and function, and is not only about the style and fashion.

This photo is heavily edited, unnatural and showing too much skin.

Models in an unnatural environment and overly “made up”.

Models should be age appropriate and naturally positioned.

While black and white photos may be used where appropriate, photos should not be duotoned or colorized.

Strange backdrops and “high fashion” looks are off-brand.

Photography PHOTOGRAPHY DON’Ts Accessible, feel good and relevant fashion must always lead photo choice. High-end, over-the-top and unattainable image as shown here should be avoided.

Strange backdrops and “high fashion” looks are off-brand.

Overly glamorous looks should be avoided.

Photography should demonstrate trend, lifestyle and function, and is not only about the style and fashion.

This photo is heavily edited, unnatural and showing too much skin.

Models in an unnatural environment and overly “made up”.

Models should be age appropriate and naturally positioned.

While black and white photos may be used where appropriate, photos should not be duotoned or colorized.

Strange backdrops and “high fashion” looks are off-brand.

Design Samples

E-MAIL SIGNATURE

John Smith Art Director

DESIGN TEMPLATES We have templates available for

R 75 G 5 B 50 Arial Regular, 11 pt

Logo: .4375" h

LETTERHEAD

your use in various file formats.

231 Commerce Blvd Johnstown, OH 43031 614.414.4354

Contact design@jewell.com for file access.

October 27, 2012

Greeting: PMS 7645 Celeste OT, 8.5 pt Leading, 15 pt All Caps After ¶ space: .25"

DEAR KATHY,

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Margin: .75"

R 124 G 106 B 85 Arial Regular, 9 pt Leading, 13 pt

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Text: PMS Warm Gray 11 ITC Franklin Gothic Book, 8.5 pt Leading, 15 pt Left Alignment After ¶ space: .25"

BUSINESS CARDS

POWERPOINT/KEYNOTE

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Sincerely,

ellstyle.co www.jew

Christina Snyder

Margin: .75"

Jewelled and Fabulous

Christina Snyder President 231 Commerce Blvd. Johnstown, OH 43031 740.966.3909 Csnyder@jewellstyle.com

Jewelled and Fabulous

™

Headline tex

231 Commerce Blvd. | Johnstown, OH 43031 | support: 855.821.5042

Body Level

One

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le.com

www.jewellsty

Design Samples

E-MAIL SIGNATURE

John Smith Art Director

DESIGN TEMPLATES We have templates available for

R 75 G 5 B 50 Arial Regular, 11 pt

Logo: .4375" h

LETTERHEAD

your use in various file formats.

231 Commerce Blvd Johnstown, OH 43031 614.414.4354

Contact design@jewell.com for file access.

October 27, 2012

Greeting: PMS 7645 Celeste OT, 8.5 pt Leading, 15 pt All Caps After ¶ space: .25"

DEAR KATHY,

Margin: .75"

R 124 G 106 B 85 Arial Regular, 9 pt Leading, 13 pt

Text: PMS Warm Gray 11 ITC Franklin Gothic Book, 8.5 pt Leading, 15 pt Left Alignment After ¶ space: .25"

BUSINESS CARDS

POWERPOINT/KEYNOTE

Sincerely,

ellstyle.co www.jew

Christina Snyder

Margin: .75"

Jewelled and Fabulous

Christina Snyder President 231 Commerce Blvd. Johnstown, OH 43031 740.966.3909 Csnyder@jewellstyle.com

Jewelled and Fabulous

™

Headline tex

231 Commerce Blvd. | Johnstown, OH 43031 | support: 855.821.5042

Body Level

One

le.com

www.jewellsty

Je w

ell

Design Samples

is S har

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Nam

Je well i s Welc TO TH

Sha ri ng

Jewell s Shar ng

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e __ Addr ___________ ess______ _______ City/ _______ ___________ State ______ ______ Phon /Zip ____________ ____________ e _ _____ ______ ______ Ema ___________ ___________ ___________ ____________ il___________ ________ ________ ________ _______ ______ _______ ________ ________ ________ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ _____ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ______ ___ _CIRC ______ ______ _ LE ___________ ________ ONE ______ : Mob ________ ile _ Land

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story? What’s a funny, memorable _______________________________________________________________________________________ or touching time you’ve shared _______________________________________________________________________________________ ________________________________________________________________________ your Hostess? with _______________________________________________________________________________________ _______________________________________________________________________________________ ________________________________________________________________________ _________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________ ________________________________________________________________________ _________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________ ________________________________________________________________________ _________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________ _______________________________________________________________________________________ What’s the strangest thing _______________________________________________________________________________________ you ever carried in your handbag? ________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________ ___ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _____________________________________________________________________ ________________________________________________________________________ ___ _______________________________________________________________________________________ _______________________________________________________________________________________ _____________________________________________________________________

INTR ODUC TES) TION

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TELL US ABOUT YOURSELF!

(We’ll never share or sell your information.) Name __________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ Address___________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ ___________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ City/State/Zip ____________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ ___________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ Phone _______________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ ___________________________________________________________________ _______________________________________________________________________________________ _______________________________________________________________________________________ Email___________________________________________________________________ _______________________________________________________CIRCLE _______________________________________________________________________________________ ONE: Mobile Land _______________________________________________________________________________________ _______________________________________________________________________________________ ___¨ Email me Jewell’s seasonal WHAT’S YOUR PERSONAL style updates STYLE? (Select as many as apply.) WHAT’S COMING UP IN YOUR LIFE RIGHT NOW? (Select as many as apply.) My time is spent: My style approach includes: ¨ Running errands ¨ Work events ¨ Bold colors ¨ Travel ¨ Shopping or socializing ¨ Neutral colors ¨ Parties ¨ Working (part-time/full-time) ¨ Concerts ¨ Prints and patterns ¨ Supporting kids’ activities ¨ Benefits ¨ Favorites I update with ¨ Shows ¨ Volunteering accessories ¨ Weddings I change my handbag: ¨ Special evenings out When I have a night out, it’s likely to be: ¨ Based on my activity ¨ A date night ¨ To coordinate with my Gift-giving opportunities: ¨ Out with the girls outfit ¨ When I need to dress up ¨ Friends ¨ A business meeting ¨ Colleagues ¨ Family Members ¨ With each season ¨ A casual get-together ¨ Whenever I buy a new ¨ A reason to dress it up a one When notch is your birthday? (We like to celebrate.) ¨ Not often enough _________________________________________________________ MM/DD WHAT DO YOU CARRY IN

Personal Care ¨ Makeup

YOUR HANDBAG OR TOTE

Electronics ¨ Camera ¨ Mobile Phone ¨ Electronic Tablet ¨ Laptop ¨ Accessories/Cords Emergency Items ¨ Umbrella

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COGNA 3.5"H × 2"D) C WOODS 8024 cross hatch

× 11.75"H ×

| P. 26 (13"L

lizard

DARING COBALT MIDNIGHT SKY /

pebble

NATURAL BEAU

python

GEMS

pebble

LEMONGRASS / PUTTY

Reusable Bag Diamond Zipper MIX, MAT 8018 $18 CH & ENJOY! 8019 $18 8015 $12 Regardless of work well toge trend, all Jewe ther. ll colors

GOLDEN TAXI

JEWELLS &

RICT | P. 16 (15"L

pebble STYL E ICON

pebble

SATCHEGATSBY’S LS GARDEN pebble

LEMONGRASS

python

8038 $22

LEMONGRASS

Plastic Collection Card Organizer

python

hatch

CORAL KISSES

DARING COBALT

poly-satin

lizard UM RUNWAY PATENT python PENDING POCKETS

POCKETS | P. 44–45 pebble

PLATINUM RUNWA Y pebble

DIAMOND DIST

SAILBOATS IN MYKONOS

poly-satin

PUTTY

CORAL KISSES

DIAMOND RINGS

cross hatch SS

GET A RHYTHM

× 2"D) 8023

EGYPTIAN GODDE THE GO MINI SS × | P. 47 (6.5"L cross

pebble

8001

160 GATSBY’S GARDEN pebble

ON THE GO | P. 47 (8.5"L × 5.25"H

cross hatch ON

HANG

BLACK BEAUTY

python

PUTTY

× 16"H × 5"D)

pebble

BLACK BEAUTY CORAL KISSES / JEWELLS & GEMS

Welc ome

Finish YOUR LOOK

OFFS ____ ________ LETTERS FROM____ LONDON . 55 (4"L × 2.5"H × 0.25"D) ____| P____ 8030 $20 _____

NAME ____

BRYANT P. |

BLACK BEAUTY

pebble

EGYPTIAN GODDE

59 (1.3cm W)

8026 $28

TOTES

LEMONGRASS

pebble

8039 $28

pebble

MACSEN | P.

pebblepebble quilted

ON | P. 18 (15"L

CORAL KISSES

8014 $28

pebble

CORAL KISSES / JEWELLS & GEMS

pebble

RUBIE SLIPPE

PREMIERE SPARKLEISSUE & POLISHED STRAP | P. 56 2013 SUMMER (49")

6"H × 0.25"D)

DARING COBALT MIDNIGHT SKY /

poly-satin

pebble

cross hatch

pebble

FASHIONISTA IN THE CITY

MIDNIGHT SKY

YOUNG LOND

MIDNIGHT SKY

DARING COBALT

pebble

cross hatch

PLATINUM RUNWA Y pebble

cross hatch

$ 8041 pebble 32

PLATINUM RUNWA Y/ PUTTY

pebble

ADDISON | P.

COGNAC WOODS

GATSBY’S GARDEN

BUZZ WORTHY | P. 43 (6"L × COGNAC WOODS BLACK BEAUTY /

PLATINUM RUNWAY

pebble quilted pebble PUTTY pebble

cross hatch SS

× 0.25"D)

EGYPTIAN GODDE

IA | P. 58 (2cm

pebble

BLACK BEAUTY BLACK BEAUTY

WRISTLET STRA

RUBIE MINI | P. 46 (9.5"L × 6"H

Choose YOUR HANDBA

PUTTY

lizard

THE SKINNY

Shopping FASHION Assis ORGANIZ tant,ERSSUM(CONTIN UED) MER 2013

BELTS

8040 $34

BLACK BEAUTY

Style yourself with Riley Metal Mesh to capture the texture mixing trand.

BEAUty SKIN TONE HUES

CLASSICS MAKE A BOLD STATEMENT

ANIMAL SKINS

in an email). Remember – you can get some great rewards just by hosting your own Boutique. See all the perks on page 3. Claim even more by starting your own Jewell business! (Details on the back cover.) Add more handbags: Who says you can’t have more than one favorite? Add the Patent-Pending Pocket System: It makes organizing easy Add Straps: Change colors for freshness, fun, and versatility Add Small Accessories: They work both inside and outside your handbags Add Scarves & Belts: They pull any look together Want to make life even more organized and fabulous? Jewell can be your go-to gift giving center. See how to send Jewell to your favorite women on pages 10-11. ON TERICA: Fashion Games (Cognac Woods)

Jewelled and Fabulous™

Woods) (Coral Kisses); Riley Metal Mesh Belt (Cognac (Black Beauty) with The Statement Strap NATURAL BEAUTY, on Michelle, left: Style Icon Cobalt) with The Skinny Strap (Midnight Sky) Café Bag (Platinum Runway); Trendsetter (Daring MISS MYKONOS, on Heather, middle: Wrigley & Gems); Addison Double Hinged Belt Kisses/Jewells w/Coral Dots (Runway Scarf Eastside BOLD & BEAUTIFUL, on Catherine, right: Upper 5 (Get a Rhythm) ; Paris (Coral Kisses); Letters from London Hang Off (Lemongrass)

Design Samples Finish YOUR LOOK Organize YOUR LIFE ADD

ITIONAL STR

THE STATEMEN

APS

T STRAP | P. 56 (25"L × 1.25"W WRIGLEY | P. 43 (9.5"L × 5.25"H $ 18 × 1.5"D) 8011) $8035 58

CAFÉ BAGS RILEY | P. 58

(1.3cm W)

python

PLATINUM RUNWAY

GEMS CORAL KISSES

pebble

BLACK BEAUTY

cross hatch

JEWELLS &

MISS RUBIE SLIPPE

MADRID P. 43 (6.75"L × 4"H pebble |RS

THE JEWELL GUIDE TO

LEMONGRASS OLIV

pebble

$ 8013 42 CORAL KISSES

× 2.5"D)

STRAP | P. 56

(54"L × 0.75"W

)

8036 $18

EGYPTIAN GODDESS

quilted pebble

59 (1.3cm W)

COGNAC WOODS BLACK BEAUTY /

pebble RS

CORAL KISSES MIDNIGHTpebble SKY

DARING RUBIE COBALT SLIPPERS

cross hatch

DAZZLE & GLIT Z WRISTLET STRAP | P. 57 (8") 8034 $8

8037 $18

OFFICE ON THE GO

DARE TO BE SEEN | P. 48 (13.5"L

× 10.75"H × 0.25"D)

SILVER

8028 $38

SILVER

P | P. 57 (7") 8033

BLACK BEAUTY BLACK BEAUTY python

pebble

COGNAC WOODS

cross hatch

RUBIE SLIPPE

MIDNIGHT SKY

cross hatch

pebble RS

Notes

CORAL KISSES

pebble

______

____________ FOOLPROO ____________ F FASHIONIS TA

| ______ P. 46 (11.5"L ______× 9"H × 3"D)

____________

____________ ____________ ____________ PUTTY COLOR BLOCK ______ ____________ pebble

______ BLACK ____________ BEAUTY python

____________

LLC | 03.15.13

pebble

BLACK BEAUTY FASHIONISTA

pebble

____________

CORAL KISSES

pebble

MIDNIGHT SKY

cross hatch

FASHIONISTA IN THE CITY

8005 $148

GET A RHYTHM

pebble

DARING COBALT

pebble

NEWBURY |

Sparkle & Splurge

python

pebble | P. 22 (14"L × 14"H × 4"D)

PUTTY

TRENDSETTER

RUBIEMIDNIG SLIPPERS pebble HT SKY

BLACK BEAUTY

pebble

python

COGNAC WOODS

cross hatch

poly-satin

GET A RHYTHM

poly-satin

crosspebble hatch

L × 10"H ×

RUBIE SLIPPE COGNAC WOODS crossRS

pebble

3.5"D) 8010

poly-satin

BLACK BEAUTY

python

PUTTY

lizard

hatch

My time is spent: ¨ Working (part-time/full-time) ¨ Volunteering ¨ Shopping or socializing ¨ Running errands ¨ Supporting kids’ activities

My style approach includes: ¨ Bold colors ¨ Neutral colors ¨ Bling ¨ Prints and patterns ¨ Favorites I update with accessories

When I have a night out, it’s likely to be: ¨ A date night ¨ Out with the girls ¨ A business meeting ¨ A casual get-together ¨ A reason to dress it up a notch

I change my handbag: ¨ Based on my activity ¨ To coordinate with my outfit ¨ When I need to dress up ¨ With each season ¨ Whenever I buy a new one ¨ Not often enough

MIDNIGHT SKY

pebble

COGNAC WOODS

MIDNIGHT SKY

pebble

| P. 38 (13"L

pebble

× 11.5"H ×

4"D)

BLACK BEAUTY

pebble

PLATINUM RUNWA Y pebble

Little dresses are everywhere. Go for blush tones, neutrals, or white

JEWELLS &

GEMS

pebble

8009 $98

GEMS

pebble

RUBIE SLIPPE

pebble RS

Color blocking neutrals are fresh & natural like our Diamond District

Jewel

See something at the Boutique you wish you’d bought? If you placed an order there, you can! Log in to your Representative’s website with your password (you’ll find it

¨ Travel

¨ Parties

¨ Concerts

¨ Benefits

¨ Shows

¨ Weddings

¨ Special evenings out

Gift-giving opportunities: ¨ Friends ¨ Colleagues

¨ Family Members

When is your birthday? (We like to celebrate!) _________________________________________________________ MM/DD

Electronics ¨ Camera ¨ Mobile Phone ¨ Electronic Tablet ¨ Laptop ¨ Accessories/Cords Emergency Items ¨ Umbrella ¨ Hat/Gloves

Printed Material ¨ Business Cards ¨ Notepad ¨ Paperwork/Mail ¨ Work Document ¨ Magazines/Books ¨ Travel Documents

Shopping ¨ Receipts/Coupons ¨ Cash/Change ¨ Credit Cards ¨ Reward Cards

Miscellaneous ¨ Keys ¨ Pens/Pencils ¨ Workout Gear ¨ Kids’ Items ¨ Beverages ¨ Snacks ¨ Mints/Gum ¨ Shoes

NATUR AL

Build by Trend

your Buildl Ward robe

¨ Work events

SUMMER 2013 TREND BRIEF

CORAL KISSES RUNWAY DOTS

JEWELLS &

Personal Care ¨ Makeup ¨ Lip Care ¨ Brush/Comb ¨ Hairspray ¨ Lotion ¨ Dental Care ¨ Medicine/First Aid

BEAUty

8008 $102

DARING COBALT RUNWAY DOTS

cross hatch

CORAL KISSES

4"D)

SYDNEY CHIC

python

S & GEMS

COBALT COLOR BLOCK

× 14.5"H ×

pebble

BLACK BEAUTY

pebble

pebbleDARING

WHAT’S COMING UP IN YOUR LIFE RIGHT NOW? (Select as many as apply.)

WHAT DO YOU CARRY IN YOUR HANDBAG OR TOTE EACH DAY?

NATU R AL

DARING COBALT

HOBOS

ES | P. 36 (18"L

DARING COBALT

EGYPTIAN GODDESS cross hatch MIDNIG HT SKY JEWELL

pebble

CORAL KISSES COLOR BLOCK

SOHO HOBO SAILBOATS IN MYKONOS

GATSBY’S GARDE

Add fresh neutrals to your wardrobe

PLATIN RUNWAY BLACK UM BEAUTY

PARIS | P. 34 (11.5"

Look for our exceptionally supple faux leath diamond logo ers and signa as marks of true ture Jewell style. FASHIONISTA IN THE CITY

poly-satin

pebble

SSBODIES STYLE BLOG ROLLING GER | PJEWELL . 32 (14"L |×P. 45 (5.75"L × 4"H × 1"D) 8022 $38 10.5"H × 2"D) 8012 $118

GOLDEN TAXI

python

SAILBOATS IN MYKONOS

CORAL KISSES JEWELL pebble & GEMS

CRO

8025 $32

DIAMOND RINGS

L × 8.3"H GET A×RHYTHM 6.7"D) poly-satin 8007

SCARVES

FASHION GAM

python

PLATINUM RUNWA Y pebble

UPPER EASTSIDE SCARF | P. 52–53 BLACK BEAUTY (72"L × 38"W) 8043 $52 cross hatch PUTTY COLOR BLOCK EGYPTIAN GODDE pebble SS cross

pebble

TIFUL | P. 10–11

BLACK BEAUTY

WHAT’S YOUR PERSONAL STYLE? (Select as many as apply.)

8032 $12

| P. 30 (12.3"

FASHIONISTA IN THE CITY

JEWELLS & GEMS

pebble

hatch

PLATINUM RUNWA Y pebble

0.25"D)

| P. 55 (32"L × 2"W)

PUTTY

pebble

8002 $92

pebble

python

132

CORAL KISSES

Essentials 8020 $12

PLATINUM RUNWAY

pebble

pebble RS

BLACK BEAUTY

Frolic in the Sun Double Slit 8017 $12

pebble RS

) 8004

pebble

8003 $98

RUBIE SLIPPE

RUBIE SLIPPE PUTTY

lizard 10.8"H × 5.75"D

BLACK BEAUTY

WALLETS

PUTTY

8031 $14

poly-satin

S | P. 44 (8"L × 4.75"H × 1"D) 8021

What’s the strangest thing you ever carried in your handbag?

ON THE RUN SKINNY SCARF

poly-satin

BLACK BEAUTY

| P. 55 (2"L × 3.25"H × 1.5"D)

MIDNIGHT SKY

SAILBOATS IN GEMS MYKONOS

pebble

TELL US ABOUT YOURSELF! (We’ll never share or sell your information.)

PLATINUM RUNWA Y pebble

pebble

BAGS

pebble

| P. 8–9

RUBIE | P. 46 (11"L × 8.25"H ×

BOLD & BEAU

12.25"H × 4"D)

ALL ABOUT THE BENJAMIN

WEST AVE.

TY | P. 6–7

SHOULDER

P. 20 (12"L ×

What’s a funny, memorable or touching time you’ve shared with your Hostess?

poly-satin

PUTTY

LINCOLNS & WASHINGTONS

OUR BEST TIMES ARE FILLED WITH LAUGHTER AND SHARING

What’s your most embarrassing fashion story?

SAILBOATS IN MYKONOS

poly-satin

BLACK BEAUTY

8000 $128

poly-satin

8006 $144

GOLDEN TAXI python GATSBY ’S GARDEN

PUTTY GET A RHYTHM JEWELL pebble S&

IN THE CITY

GATSBY’S GARDE

____________

python P. 28 (13.5"L ×

RUBIE SLIPPE

FASHION ORGANIZERS

8027 $72 ____________ ______

× 14"H × 4.5"D)

pebble

UE! E BOUTIQ

pebble

OR | P. 14 (20"L

TO TH

DARING COBALT

pebble

PUTTY COLOR BLOCK PLATINUM RUNWA DIAMOND pebbleBLACK BEAUTY RINGS Y python JEWELLS & pebble python GEMS

FASHION EDIT

pebble

PLATIN

Emerald Triple Slit 8016 $12

MISS MYKONOS

____________ ____________

5"D)

× 9"H × 5"D)

COGNA 3.5"H × 2"D) C WOODS 8024 cross hatch

× 11.75"H ×

| P. 26 (13"L

lizard

DARING COBALT MIDNIGHT SKY /

pebble

NATURAL BEAU

python

GEMS

pebble

LEMONGRASS / PUTTY

Reusable Bag Diamond Zipper MIX, MAT 8018 $18 CH & ENJOY! 8019 $18 8015 $12 Regardless of work well toge trend, all Jewe ther. ll colors

GOLDEN TAXI

JEWELLS &

RICT | P. 16 (15"L

pebble STYL E ICON

pebble

SATCHEGATSBY’S LS GARDEN pebble

LEMONGRASS

python

8038 $22

LEMONGRASS

Plastic Collection Card Organizer

python

hatch

CORAL KISSES

DARING COBALT

poly-satin

lizard UM RUNWAY PATENT python PENDING POCKETS

POCKETS | P. 44–45 pebble

PLATINUM RUNWA Y pebble

DIAMOND DIST

SAILBOATS IN MYKONOS

poly-satin

PUTTY

CORAL KISSES

DIAMOND RINGS

cross hatch SS

GET A RHYTHM

× 2"D) 8023

EGYPTIAN GODDE THE GO MINI SS × | P. 47 (6.5"L cross

pebble

8001

160 GATSBY’S GARDEN pebble

ON THE GO | P. 47 (8.5"L × 5.25"H

cross hatch ON

HANG

BLACK BEAUTY

python

PUTTY

× 16"H × 5"D)

pebble

BLACK BEAUTY CORAL KISSES / JEWELLS & GEMS

Welc ome

Finish YOUR LOOK

OFFS ____ ________ LETTERS FROM____ LONDON . 55 (4"L × 2.5"H × 0.25"D) ____| P____ 8030 $20 _____

NAME ____

BRYANT P. |

BLACK BEAUTY

pebble

EGYPTIAN GODDE

59 (1.3cm W)

8026 $28

TOTES

LEMONGRASS

pebble

8039 $28

pebble

MACSEN | P.

pebblepebble quilted

ON | P. 18 (15"L

CORAL KISSES

8014 $28

pebble

CORAL KISSES / JEWELLS & GEMS

pebble

RUBIE SLIPPE

PREMIERE SPARKLEISSUE & POLISHED STRAP | P. 56 2013 SUMMER (49")

6"H × 0.25"D)

DARING COBALT MIDNIGHT SKY /

poly-satin

pebble

cross hatch

pebble

FASHIONISTA IN THE CITY

MIDNIGHT SKY

YOUNG LOND

MIDNIGHT SKY

DARING COBALT

pebble

cross hatch

PLATINUM RUNWA Y pebble

cross hatch

$ 8041 pebble 32

PLATINUM RUNWA Y/ PUTTY

pebble

ADDISON | P.

COGNAC WOODS

GATSBY’S GARDEN

BUZZ WORTHY | P. 43 (6"L × COGNAC WOODS BLACK BEAUTY /

PLATINUM RUNWAY

pebble quilted pebble PUTTY pebble

cross hatch SS

× 0.25"D)

EGYPTIAN GODDE

IA | P. 58 (2cm

pebble

BLACK BEAUTY BLACK BEAUTY

WRISTLET STRA

RUBIE MINI | P. 46 (9.5"L × 6"H

Choose YOUR HANDBA

PUTTY

lizard

THE SKINNY

Shopping FASHION Assis ORGANIZ tant,ERSSUM(CONTIN UED) MER 2013

BELTS

8040 $34

BLACK BEAUTY

Style yourself with Riley Metal Mesh to capture the texture mixing trand.

BEAUty SKIN TONE HUES

CLASSICS MAKE A BOLD STATEMENT

ANIMAL SKINS

Jewelled and Fabulous™

Design Samples

The Marketing Communications team can provide advice and guidance on design and recommend production companies, photographers and printers who are familiar with Jewellâ&#x20AC;&#x2122;s brand. For further information or other brand and design questions contact communications@jewellstyle.com