Logistics
Fashion Communication
Camilla Matthews DE0931
‘Nine’ Boutique Vintage.Spa.Retreat
Contents Vision Location Employees Interior Window Display Treatment Chairs/Beds Tables/Desks Mirrors Wallpaper Additional Antiques
In-Store Basics
Electricals Electric Point of Sale System Sound System
Products
Facial Products Body Products
Treatment Book Model Location Stylist Printer
Promotion
Advertising Website Press Release Business Cards
The Launch
Invitations Photographer Catering/Crockery
Implementation Breakdown of Costing Total Cost Picture References
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Vision
‘Nine boutique’ is a unique Spa in the heart of London’s most alternative district, Shoreditch. Having taken on the style of a Shoreditch speakeasy ‘Nine boutique’ will transform the traditional views of Spas with innovative design and an outstanding service to coincide with the company’s ethos. ‘Nine boutique’ is set to attract new and existing spa goers who wish to carry out their relaxation time in a comfortable and laid back environment which is beautifully designed to recreate a vintage speakeasy. This document is to explore and identify the logistical implem entations of designing and setting up ‘Nine boutique’. It will look into locations, layout, interiors, promotion and other additi onal cost. The outcome will present a clear vision of the overall costing of the business over the first year. A clear Gantt chart will also be included to demonstrate the time implications.
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Location ‘Nine boutique’ will be situated in a prominent location in the heart of Spitalfields. The address, 20-22 Hanbury street, London, E1 6QR has become a particularly sought-after location which is directly opposite The Truman Brewery. It is positioned just off Brick Lane and businesses close by include Absolute Vintage, All Saints, Spitalfields Market, Nude Espresso and designer pop up stores. The boutique is in an ideal location for public transport also, stations in walking distance include; Liverpool St, Old St and Shoreditch high street station.
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Within this four-storey building the available space comprises of the ground floor and the basement with the following approximate floor dimensions: Ground Floor Basement Total
312ft2 300ft2 612ft2
Property Amnenties: • • • • • •
Glass Frontage Security Shutters WC Facilities Prime Location Electric Heating Wood Flooring Costing: Location - £25,000 pa
29m2 28m2 57m2
Employees ‘Nine’ boutique will be made up of 5 staff initially; three two time and three part time, both male and female. Full time staff includes the owner/manager who will run the business and take care of stock control new products and treatments and the in-house PR work. The other full time employee will be fully qualified and confident within their field as a masseuse having had at least 2 years of experience. They will be heavily involved in the day to day running of the business and will be delegated tasks from the manager at times. Part time staff will include students who are completing a massage course so they can gain experience within the work place. This will cut costs of staffing, as they will be working for a minimum wage. This may generate a high turnover of staff if a full time position is not available having completed their education. The other member of staff will be a freelance qualified beautician who will have a designated area to carry out work on days that have been booked through the boutique. The beauticians treatments will be advertised within the boutique through their own promotional material; brochures, leaflets, treatment lists, business cards. However it will be a requirement that the theme of these must relate to ‘Nine’ boutique. ‘Nine’ boutique will receive 40% commission of any work taken on within the boutique. They must also provide their own products. Interning positions will become available in peak seasons such as over Christmas and summer holidays, these will be unpaid. Costing: Manager – not accounted for in first year Full time position - £21,000 starting wage Part time position (16-24 hours pw) - £3.68-£4.98 (dependant on age) Total: Full time positions - £21,000pa Part time positions - £11,473.92pa All total costing are based on the maximum hours at maximum wage
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Interior The Interior within ‘Nine boutique’ is the main element to set the Spa apart from competitors; this is where the character will really shine through. Furniture used within the boutique will be bought from classified vintage sellers such as The Old Cinema and Les Trois Garcons, local London based vintage retailers, and will be available to purchase by customers. This gives ‘Nine boutique’ the luxury of continually updating and reinventing the stores image without a large outgoing cost. It will also give the boutique a very relaxing and homely experience for customers. All interior costing is based on initial set up and will be continually developed upon throughout the improvement of the boutique.
Window Display For the boutiques window display there will be curtains draped over either side. This will require a curtain pole, thick vintage styled curtains and curtain ties. All will be sourced from Laura Ashley. Costing: Curtains (inc. pole) - £744 Tiebacks - £24
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Treatment Chairs /Beds Treatment chairs and beds will be unique features in the boutique, they will all be different styles and patterns representing a vintage and quintessentially British theme. Due to them being vintage and many of them being classed as antiques the prices are rather high. Furniture will be purchased initially from local vintage retailers, this will enhance good working relationships with local businesses and provide extra support. There will be 4 chairs for the upstairs space and 3 downstairs as well as 2 beds in the downstairs space, which will be sectioned off by room dividers. Costing: Treatment Chairs/Beds £7,000 Foot Stools £300
Tables/Desks Similarly to the treatment beds and chairs the outgoing cost will be relatively high. They will have a distressed look and be relative to the theme throughout ‘Nine’ boutique. Costing: Dressing table £495 Welcome desk £200 Side Tables - £300
Mirrors Large old-fashioned mirrors will be placed on the walls in front of the treatment chairs. Mirrors will initially be purchased through exclusivemirrors.co.uk, however, as they will also be available to sell to customers they will later be bought from vintage retailers such as Blitz vintage department store (which is located on Hanbury street also) to continually build upon the brands image and interior design. Costing: Large Hanging gold wall mirror - £300 Small Hanging wall mirror - £240 Standing mirror - £116
Wallpaper The interior wall decoration will be a main aspect in creating the overall theme. A cream matte paint will be applied as a base to all of the walls. On top of this there will be strips of different patterned wallpaper all sourced from Laura Ashley. In the area which will seat male clients the wallpaper will be a collage displaying different newspaper articles through time. Costing: Wall Paper - £300 Extra Wall Paper Glue - £25
Additional Antiques ‘Nine’ boutique will portray a very homely environment additional antiques will be the making of this. Antique photo frames with vintage images in will be featured on the walls as well as on desks and side tables. On the welcome desk there will be a cupcake stand that will have daily homemade cakes that can be purchased for £1 which can be enjoyed alongside a complimentary cup of tea with any treatment. The tea will all be sourced from a British based tea and home ware company, The *Teashed. China tea sets will also be purchased from The *Teashed, they are available in sets of 8 for £20 each. Costing: Photoframes - £50 Cupcake Stand - £12 Kettle - £20 The *Teashed tea supplies (approx for 3 months) - £120 Comment Book - £15 Vintage china tea set - £40
In-Store Basics Electricals Day to day electrics will be a constant outgoing cost for the business. Lighting and heating are the main sources of this cost however; electrical items will be additional to this such as for the EPOS and music system. The bright lights will be hidden behind vintage lampshades, this will create mood lighting to portray a speakeasy. Vintage lampshades will be fitted around the five ceiling lights and some tables will have a small table light. Costing: Electricals (approx) - £1,200pa Vintage lampshades - £40 each
Electric Point of Sale System The electric point of sale will be used for each treatments transaction to be put through efficiently. The system used will be a Sharp XEA113 Cash Register, key features include; Lockable cash drawer with 6 coin and 3 note compartments, Issues receipts either permanently or on request, Large LED display, 3 payment methods, cash, cheque and credit To ensure bookings are efficiently managed an Ipad will be purchased for ‘Nine’ boutique. This will also be beneficial to update the blog and social networking sites. Costing: Cash Register £264 inc VAT (till rolls and programming are included in the price) Ipad - £399
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Sound System The music will be a key feature in setting the mood of the spa, enhancing the underlying theme and ensuring it provides a unique relaxing experience. To achieve this the boutique will have a vintage record player. ‘Nine’ boutique will also have a built in sound system where an iPod can be connected. Costing: Vintage record player - £75 Built in background sound system - £359
Products
Products will be supplied from a Shoreditch based skincare company called Elemental Herbology. Since the launch in 2008 the brand has grown with its mission ‘to create the most high performance, luxurious and notorious skincare possible’. The main focus of the brand is to reduce the impact of life on our skin, which ties in beautifully to the ethos of ‘Nine’ boutique. Their products are specifically designed to enhance and achieve a more healthy and radiant complexion for both men and women. All of the treatments will be based around simple yet effective massage techniques in specific relaxation areas focusing mainly on the face, neck, back, legs and arms.
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Facial products The outcome from having beautifully natural products used in facials is to have healthy glowing skin once the treatment has finished. Products that will be used in ‘Nine’ boutique are listed below. Costing is based on their being twenty of each product, which will last approximately six months.
Cool and Clear – Facial Cleanser Purify and Soothe - Facial Cleansing Balm Soothing Oil Free - Facial Hydrator Cell Plumping – Facial Hydrator Facial Glow – Radiance Peel Facial Detox – Purifying Facial Mask Facial Soufflé – Intensive Hydration and Repair Mask Cell Food – Protection and Repair Facial Serum Lighten and Brighten – Complexion Harmoniser Flower Harmonising Mist - Facial Tonic
Costing: Total facial products at wholesale price for approx 6 months - £3,610 Approx £7,220pa
Body Products Products used for body massages are specifically designed to nourish the skin and provide aromatic effects. Products that will be used in ‘Nine’ boutique for body massages are listed below, forty of each will be initially ordered for the first six months.
Fire Zest Massage Oil – Botanical Body Infusion Massaging Oil Earth Balance – Botanical Body Infusion Massage Oil Velvet Skin – Body Cleanser Body Soufflé – Body Hydrator Beach Prep – Radiance Body Polish Botanical Body Repair – Nourishing Body Oil Wind and Cold Therapy – Hands Cuticles and Lips
Costing: Total body products at wholesale price for approx 6 months £3,540 Approx £7,080pa
Treatment Book
The treatment book will demonstrate the story behind ‘Nine’ boutique through relevant imagery. It will be designed by the in-house PR employee. The available treatments will also be within the book and will have themed names and background stories to accompany them. There will be two different copies, one will be for display within the boutique which has a more authentic vintage feel and the other will be for customers to take home; both hold the same content.
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Model For the photo shoot both a male and female model will need to be booked in advance both must be visually representative of the brand and therefore a casting will be held prior to the shoot. Costing: Male model for 2 days - £100 Female model for 2 days - £100
Location The images for the treatment book will be taken on location as well as in a studio. Studio photo gallery in London will be used, the price below includes the cost of studio hire as well as a professional photographer for a full day (8 hours). The location will be in the countryside and therefore there will be no outgoing cost. A photographer model and stylist will need to be present on the day. The photographer will be a student from UAL. Costing: Studio hire with photographer - £150 UAL Photographer - £50
Stylist The styling will be a key feature in the shoot as the models will have to present the right image to reflect the brand image throughout the treatment book. Hair and makeup is essentially key in this ensuring that the models portray a healthy and natural look. Stylist will be booked through a local College. Costing: Stylist for 2 days - ÂŁ70
Printer As the treatment two books are different they will be printed and bound by two separate companies. The In store treatment book will be printed onto vellum paper to give it an old and distressed look. The outside cover will be made of a vintage effect hardback material thus meaning it has to be printed and bound at a specialist binder. Otter bookbinding in West Sussex will be the company used for the production of the books. The treatment books that are to be bought in bulk are going to be printed onto 200mm silk the cover will be 320mm silk and they are perfect bound. Costing: In store treatment book - ÂŁ575 for five Treatment book to take away - ÂŁ 1,250 for 1000 copies
Promotion Promotion of the brand will be one of the main focus points whilst setting the business up. As it is a new business within a current busy market, promotional material must be effective and efficient to enhance the uniqueness and raise relevant awareness to the boutiques unique selling points. To achieve this there will be an in-house PR employee who will deal with all press enquiries and advertising.
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Advertising Initial advertising will be featured in local media publication, Stylist magazine, a weekly free publication that is distributed throughout London at peak hours in locations where there is a high population such as tube station entrances. An advertisement will be featured quarterly in Stylist Magazine. There will also be a half page spread in ES magazine from the 20th April which is when they hold their annual Beauty issue. As ‘Nine boutique is a small business advertising such as on billboards and on the sides of buses or taxis will be unnecessary and unachievable. A more relevant method such as handing out leaflets will be much more appropriate for the type of business. This will also ensure the correct areas of London are being targeted to attract the right custom. Other means of advertising include social networking sites such as Facebook and Twitter. These free ways of advertising provide a great generation of new business as people can see recent comments and feedback of treatments as well as existing customers experiences at ‘Nine’ boutique. The Facebook page will have a link to both the actual website as well as the twitter site. A QR code will also be generated to put on the leaflets and in any media publication which will direct the viewer straight to the website so they can visually relate to the boutique. Costing: Stylist - £3,823 for a half page advertisement for one week ES Magazine - £8,400 for a half page advertisement for a month Leaflets - £47 for 2000
Website The website will be representative of the overall style and theme of the boutique and the homepage will feature basic links to navigate around the website such as; About us, Treatment list, Contact us, Blog. The blog linked to the website will be updated daily with new and exciting news, products, offers and competitions. RSS links will be featured on the website for easy navigation to ‘Nine’ boutiques other web pages. The website will be created by 1stopEdesign. Costing: Website - £549
Press Release The In-house PR employee will be responsible for writing the press release and making sure it goes out to the relevant journalists, bloggers and businesses. This will raise awareness of the business and begin to generate initial custom, which will soon create reviews and blog posts featuing the boutique.
Business Cards Business cards will be vintage themed with the ‘Nine’ boutique logo on the front on top of an image of an envelope design. On the reverse there will be contact details with a simplistic outline of a map showing the location. Business cards will be supplied by Cardsmadeeasy.com Costing: 2000 Business cards - £99
Front of business card
Back of business card
The Launch The launch party will be a celebration between employees from surrounding businesses to welcome them and begin building relationships. Others invited will be from the media and a few chosen bloggers. This will enable initial media reviews to be published in print and online. It will be a small event with only 45 carefully selected guests invited to the boutique. The night will be a display of the new spa boutique and will be themed to enhance the brand image, giving invitees the chance to express themselves through vintage attire whilst sipping champagne from teacups. During the evening guests will be able to experience one of the eight enchanting treatments.
Envelope for Invitation
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Invitations The invitation for the launch will have to be representative of the vintage theme throughout ‘Nine’ boutique. Invitations will be handmade using pastel coloured card and materials. All invitations will be tied on to an old brass key with string to portray the secrecy of the vintage Shoreditch speakeasy themed spa boutique. Costing: Invitation materials - £30 Brass Keys - £22.50
Photographer A photographer will be hired for the launch party to capture the evenings events. This will then be used as promotional materials for future flyers and brochures as well as images to be used on a photo wall inside the boutique. A promotional video will also be used which will be featured on the website. Photographer will be a student from UAL to help develop their portfolio. Costing: UAL Photographer - £35
Catering/Crockery Vintage Tea Sets a Bristol based company who specialise in supplying quality crockery to hire for events will supply all of the crockery. Their hire service includes packaging, delivery and collection. Items needed are: Mcbaile a company who have collaborated with Vintage tea sets will be the caterer for the event. A selection of the food and quantity provided is listed below: All included within the price per person: All food as per your selected menu choices Vintage crockery: beautiful vintage cups, saucers, side plates & teaspoons from our 1950s range, selection of elegant teapots, cake stands and service ware as appropriate Quality linen-effect paper napkins ‘Buffet’ style of service* Kitchen staff Event manager & wait staff for 3 hours Delivery and same-day collection Costing: Catering - £28.85ph Total for 45 guests - £1298.25
Implementation Book Studio Photo Gallery for Treatment book photo shoot
Generate QR code to be used on promotional leaflets
Book Stylist through College/University for Treatment book photo shoot Begin designs for promotional material: Leaflets, Business Cards
Book photographer through UAL for treatment book photo shoot
5 Months
4 Months
3 Months
5 Months
4 Months
3 Months
Rent out Store
Begin collecting and Brainstorm buying and furniture and research antique accessories treatments from vintage retailers
Decorate the interior walls
Initial contact with Elemental Herbology
Cast and Book models for treatment book shoot
Discussions about website with 1stopEdesign
Photo shoot for treatment book
2 Months
2 Months Meetings and training with Elemental Herbology
Final 8 treatments for boutique decided
Catering/ Crockery company contacted with date of launch and requirements
Advertisement for employees sent out online and to local colleges/ universities Elemental Herbology products ordered
Invitation designs for the launch finalised and in production
Contact Otter bookbinding to discuss in detail final outcome of treatment book. Contact Stylist and ES magazine to secure a date to Send to printers advertise
Send promotional material to the printers
Select and edit photo shoot images for treatment book.
Write press release
Begin handing out promotinal material
Follow up Stylist and ES magazine. To ensure the advertisement is ready to go to print
Press release is sent out to journalists and bloggers
The Launch of the official website, Facebook and Twitter
1Months
2 Weeks
1 Weeks
Opening
1Months
2 Weeks
1 Weeks
Opening
Send out Hire 4 Book Cash Register members of and *TeaShed photographer launch staff; 1 full through UAL invites supplies are time, 2 part for the launch ordered time and 1 freelance beautician All furniture, Employee Sound System Additional additional interviews is installed extras arranged antiques, and set up in mirrors and the boutique – lampshades to vintage record be moved into player, cupcake the boutique stand, photo and installed frames etc
‘Nine’ boutiques official Mad Hatters Champagne Tea Party Launch
Breakdown of Costing Location 20-22 Hanbury st, E1 6QR
Floor Ground Floor
Dimensions 312ft2x29m2
Basement
300ft2x28m2
Estate Agent Amenities Tarn&Tarn Glass Frontage
Total pa 25,000
Security Shutters WC Facilities Prime Location Electric Heating Wood Flooring Total Cost pa 25,000
Employees 1 Full Time 1 Part Time 1 Part Time
Hours 40 24 24
Wage 21,000 4.98 4.98
Cost pa 21,000 5,736.96 5,736.96 Total 32,473.92
Interiors Product Curtains Tiebacks Chairs/Beds Footstools Dressing Table Welcome Desk Side Table Wall Mirror Wall Mirror Standing Mirror Wallpaper Wallpaper Glue Photoframes Cupcake Stand Kettle *Teashed Tea
Supplier Laura Ashley Laura Ashley The Old Cinema Vintage Retailers The Old Cinema The Old Cinema The Old Cinema Exclusivemirrors Exclusivemirrors Exclusivemirrors Laura Ashley Laura Ashley Vintage Retailers Vintage Retailers Argos The *Teashed
China Tea Set Comment Book
The *Teashed Paperchase
Quantity 1 2 7 5 1 1 6 2 4 1 10 1 10 12 20 3 months worth (approx) 2 1
Cost per unit 744 12 1000 60 495 200 50 150 60 116 30 25 5 1 1 n/a
Total 744 24 7,000 300 495 200 300 300 240 116 300 25 50 12 20 130
20 15
40 15 Total Cost 10,311
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In-Store Basics Product Electricals Lampshades Cash Register iPad Record Player Sound System
Supplier EDF Energy Vintage Retailer Cashtillsdirect Apple Ebay Soundsysteminstallation
Quantity
Cost per unit
pa 5 1 1 1 1
40 264 399 75 359
Total 12,000 200 264 399 75 359 Total Cost 13,297
Spa Products Product Cool and Clear Purify and Soothe Soothing Oil Free Cell Plumping Facial Glow Facial Detox Facial Souffle Cell Food Flower Harmonising Mist Lighten and Brighten Fire Zest Massage Oil Earth Balance Velvet Skin Body Souffle Beach Prep Botanical Body Repair Wind and Cold Therapy
Supplier
Quantity Cost per unit Total cost (last approx 6 months) Elemental Herbology 20 28 560 Elemental Herbology 20 28 560
Wholesale Total (-50%)
Elemental Herbology 20
50
1000
500
Elemental Herbology Elemental Herbology Elemental Herbology Elemental Herbology Elemental Herbology Elemental Herbology
20 20 20 20 20 20
40 39 27 42 42 20
800 780 540 840 840 400
400 390 270 420 420 200
Elemental Herbology 20
45
900
450
Elemental Herbology 40
30
1,200
600
Elemental Herbology Elemental Herbology Elemental Herbology Elemental Herbology Elemental Herbology
40 40 40 40 40
30 21 24 21 33
1,200 840 960 840 1,320
600 420 480 420 660
Elemental Herbology 40
18
720
360
280 280
Total Cost 7,150 14,300pa
Treatment Book Supplier Male Model Female Model Studio Hire Photographer Stylist In-Store Book Customer Book
UAL UAL Studio Photo Gallery UAL Local College Otter bookbinding UCL
Quantity
Duration
Total
5 1000
Cost per day/ unit 50 50 150 50 35 115 1.25
Quantity Duration half page colour 1 week half page colour 1 month 2000
Cost per unit 3,823 8,400 0.43
2000
0.20
Total 15,292 8,400 47 549 99 Total Cost 24,387
2 days 2 days 8 hours 1 day 2 days
100 100 150 50 70 575 1,250 Total Cost 2,295
Promotion Supplier Stylist ES Magazine Leaflets Website Business Cards
Launch Product Invitation Brass Key Photographer Catering/Crockery
UCL 1stopEdesign Cardsmadeeasy
Supplier Hobby Craft Vintage Retailer UAL McBaile/Vintage Tea Sets
Quantitys n/a 45 n/a 45
Cost per unit n/a 0.50 35 28.85
Total 30 22.50 35 1298.25 Total Cost 1,385.75
Total Cost
Area of Business Location Employees Interiors In-Store Basics Spa Products Treatment Book Promotion Launch
Total Cost 25,000 32,473.92 10,311 13,297 14,300 2,295 24,387 1,385.75 Overall Cost 123,449.67
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Picture References 1. http://www.tarn-tarn.co.uk/property/spitalfields/717 2. http://maps.google.co.uk/ 3. http://www.tarn-tarn.co.uk/property/spitalfields/717 4. http://curtainss.com/croscill-window-curtains/ 5. http://www.theoldcinema.co.uk/1930%C2%92s-Reuphol stered-Howard-Style-Armchair-c-2_6_50-p-8415 6. http://www.theoldcinema.co.uk/Mid-century-Vintage-Painted Dressing-Table-c-2_6_55-p-5971 7. http://www.antiqueandmodernliving.co.uk/mirrors 8. http://www.lauraashley.com/wallpapers/lyra-olive-damask wallpaper/invt/3453161 9. http://www.lauraashley.com/wallpapers/nina-eau-de-nil-flo ral-wallpaper/invt/3485099 10. http://www.cakestandheaven.com/cakestandheaven/ prod_1239005-Green-and-Gold-Vintage-English-China-Tea Set-and-3-Tier-Cake-Stand-.html 11. http://www.oldfashionedpretty.com/tag/vinyl/ 12. http://www.blog.annegade.com/annegade-blog/smuk-udenpa og-indvendig-genanvendelig-emballage-100-fri-for.html 13. http://www.amandarijff.com/?tag=elemental-herbology 14. http://www.blog.annegade.com/annegade-blog/smuk-udenpa og-indvendig-genanvendelig-emballage-100-fri-for.html 15. http://graceandivy.files.wordpress.com/2012/01/journal-3. jpg?w=500&h=382 16. http://lh5.ggpht.com/_NyBxhB5pGgM/S6uLfZCQ0GI/ AAAAAAAAEok/8EdgbfSwzcM/bal7web2.jpg 17. http://graceandivy.wordpress.com/2012/01/15/inspired-by-the creatively-made-e-course/ 18. http://orahlondon.com/media.html 19. http://showmeyourwardrobe.blogspot.com/2011/03/thank-you- es-magazine.html 20. http://www.theballetbag.com/2011/04/16/10-reasons-why-we love-manon/ 21. http://www.frostytech.com/permalink.cfm?NewsID=78053 22. http://qrcode.kaywa.com/ 23. http://vintagedigitalcollagesheets.blogspot.com/2011/04/week ly-freebie-vintage-envelope-with.html 24. http://boards.weddingbee.com/topic/secret-garden-wedding theme-ideas 25. http://cutcaster.com/photo/100385651-Gold-Frame/ 26. http://www.vintageteasets.co.uk/brochure/Event_Catering_ Brochure_v1_web.pdf
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