Mejuri Jewlery Pop-up Concept

part III Claudia Aguilar

Carissa Hanley

Nicole Guion

Sydney Jones

Table of Contents I. Mission & Vision II. Objectives III. Target Customer IV. Time & Place V. Layout & Ambiance VI. Customer Experience & Staffing VII. Financial Plan

Brand Mission We strive to give you extraordinary, quality craftsmanship through ethical practices so you can enjoy fine jewelry that you can feel good about. By cutting out the middleman, we can provide luxury jewelry at accessible prices.

Accessible Luxurious Ethical Mindful Personal

Objectives increase brand awareness with this brick and mortar opportunity by appealing to our target consumer through alluring & pleasing displays, effective advertising, and desirable product selection. build relationships with new Experiencer & Innovator consumers by expanding our marketplace to the United States. create customer loyalty by spreading our message of accessible, luxurious jewelry and offering thoughtful customer service.

Target Customer

meet Olive 29 years old Lives in Brooklyn Creative, inclusive, bright Majored in Economics at Columbia University Financial Analyst, Salary: $75k Trend-savvy, social, loves trying new things In a long-term relationship Mindful shopper, shops at Nordstrom, Madewell, & Aritzia Will pay more for quality & ethical practices

Time A Holiday Pop-up Soft launch: Thursday, November 1st Public hard launch: Saturday, November 3rd - January 5th (9 Week duration) Store hours: Monday-Saturday 12pm - 8pm & Sunday 11am - 5pm Location: Williamsburg, Brooklyn

Launch Event On the opening night of the Soft Launch, we will invite 50 local influencers to join us in celebrating the launch of the pop-up shop.

We will also invite Mejuri’s top customers from New York.

Ladies can check out the store and get an exclusive look at the featured products.

Our store is very Instagrammable, so we hope they will take lots of photos and videos to post to their stories.

Champagne will be provided, of course.

Launch Event: Influencers Alexa Chung is an excellent example of the type of influencer Mejuri would invite to this launch event.

Alexa lives in NYC and has 3 million followers on Instagram.

She actively promotes an ethical fashion brand ‘The Deep End Club” with her own collection involvement sending the message “Lets Give A Damn.”

By inviting Alexa, her followers would become aware of Mejuri, an ethical jewelry company, and they could potentially want to visit the pop-up shop to learn more about the brand.

Place Location: Williamsburg, Brooklyn Address: 138 Havemeyer Street Brooklyn, NY 11211

First Floor Ambiance

Basement Ambiance

Layout 1,000 sq ft first floor, 650 sq ft basement Basement: Wine cellar / bar area / personal appointments Main floor: product display / checkout / seating area Free Flow Layout Plan- often used in upscale, specialty, and boutique settings.

Main Floor Layout

Basement Floor Layout

Customer Experience & Staffing

Customer Experience Customers will be greeted by a sales associate when they enter the store.

Customers will be free to browse the store at their own pace, and will be assisted by a sales associate if they wish to try on any of the product in the display cases.

The cash wrap is strategically placed at the back of the store so customers can see all of the product before they check out.

Customers are welcome to participate in private appointments for engagement rings or styling in the basement level of the store.

Staffing 2 Bartenders $3.50 plus tips (Open M-F 4-8pm / Weekends Open - Close) 1 Manager from Toronto Showroom$30k salary (roughly 40 hr weeks) 1 Assistant Manager $14.50 hourly (roughly 40 hr weeks) 2 PT Sales Associates $13.50 hourly (38 hr work weeks)

Staff Expectations To assist with store operations and responsibilities including: Merchandising display, and stock keeping, general maintenance of store and checkout operations.

Demonstrate success interacting with customers and maximizing sales through effective service skills and product knowledge. Scheduling flexibility to include days, evenings, weekends, and the holiday season.

Develop customer relationships that generate sales, repeat visits.

Respect and value opinions and recognize differences in team members to foster a positive work environment. Communicate merchandise needs and trends. Provide and maintain a safe, healthy and injury free environment for public and co-workers.

Staffing: Weekly Schedule

Product Assortment

Earrings

Spiral Earrings - $125

Bold Hoops - $150

Diamond Line Hoops - $335

Bold Hoops - $150

Small Hoops - $49

Diamond Line Hoops - $335

Rings

Stacker Ring - $69

Diamonds Open Ring - $159

Boss Signet - $245

Boss Signet - $245

Necklaces

Sapphire Choker - $55

Lotus Necklace - $79

Astrology Necklace - $79

Diamond Necklace - $290

Bracelets

Bold Spheres Bracelet - $295

Boyfriend Bold Bracelet - $140

Financial Plan

Operational Plan

Footfall

Profit & Loss

We estimated the markup at 58% because Mejuri’s mentality is based on affordable jewelry.

Therefore, Mejuri would not mark up its product 70% like other luxury jewelers.

Assortment Plan

Top Sellers Bold Hoops

Sapphire Choker

Small Hoops

Astrology Necklaces

Stacker Ring

What Comes Next?

While Mejuri is technically losing money on this popup, we are confident this pop-up will generate brand awareness and increase online sales in the US. Next, Mejuri could test another pop up in LA & Chicago, if those go well...

Open a permanent store in Toronto.

Open a permanent store in New York.

Thank you

Sources https://www.esri.com/en-us/arcgis/products/tapestry-segmentation/zip-lookup https://www.businessinsider.com/mejuri-fine-jewelry-founder-interview-2018-9 https://www.marketwatch.com/press-release/mejuri-closes-series-a-financing-to-continue-building-the-fine-jewelry-brand-of-tomorrow-2018-09-04 https://www.point2homes.com/US/Neighborhood/NY/Brooklyn/Williamsburg-Demographics.html http://www.nyc.gov/html/dot/downloads/pdf/bi-annual-ped-count-readme.pdf http://andrewlax.net/2016/09/10/which-new-york-city-areas-have-the-most-pedestrian-foot-traffic/ https://ny.racked.com/maps/williamsburg-best-stores-nyc https://www.agorafy.com/listing/149788/138-Havemeyer-Street-Retail-for-Lease-Ground