Claudia Aguilar, Carissa Hanley, Nicole Guion, Sydney Jones
Table of Contents I. Company Background II. Mission Statement III. Target Customer IV. SWOT
(Sydney)
(Claudia)
(Nicole)
V. Key Competitors
(Sydney)
(Carissa)
Company Background Toronto-based fine jewelry brand launched in 2015. Co-Founders: Noura Sakkijha and Justine Lançon “..high-quality, non-overpriced jewelry for their day-to-day lives” - Sakkijha Direct-to-consumer market - keeps margins low and better customer service Products offered: Rings, bracelets, necklaces, earrings, personalized (engravings) Fine jewelry for women who want to shop for themselves
“Buy yourself the damn diamonds” - Founder
Mission Statement 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
Target Customer Typically found anywhere from Toronto to the UK, Australia, Germany, and the US. A millennial woman, predominantly 25-35 years old who looks to buy her own jewelry to express herself. Mejuri focuses on targeting female customers directly rather than marketing for men to make the purchase for women. Has an evolving understanding of internal and external corporate affairs and social issues. Experiencer & Innovator
Target Customer
meet Olive 29 years old Lives in Toronto Creative, inclusive, bright Majored in Psychology at University of Toronto Trend-savvy, social, loves trying new things In a long-term relationship Mindful shopper, shops at Nordstrom, Madewell, and Aritzia Will pay more for quality & ethical practices
Strengths Affordable price range: $32-$330 Direct-to-Consumer keeps prices low Good quality products - sustainably made - ethically sourced diamonds Transparent about factories in Toronto and Seoul Private appointments with stylists available in store Ships internationally Drops new products every week
Weaknesses Limited customer base - no exposure to big wholesaler customers Online only Only one showroom in Toronto - does not carry inventory No plans to make a traditional retail space with inventory
Opportunities Brick-and-mortar store Open more showrooms in the United States Greater presence in the US market
In 2017, sales of jewelry, watches and leather goods was $3.49 billion in Canada compared to $34 billion in the US Higher price point products for loyal customers
Threats Big businesses who have competing prices for same quality Online only can deter customers Oversaturation of e-commerce businesses Staying relevant in marketing strategies without any traditional print marketing Rise in tariffs for shipping internationally
Key Competitors
Manufactured in LA , sold online Founded in 2014 Quality materials, handmade craftsmanship; reputable fair trade suppliers Only solid gold and quality diamonds Products responsibly made; no markups due to domestic manufacturing Price: $30-165
New York based Founded in 2015 Delicate, modern, simple Each piece is handmade in Ventura’s NYC studio, using reclaimed materials whenever possible. Sold at J.Crew, Madewell, and online Price: $240-1395
Toronto based Founded in 2008 Sold throughout 500 retailers including small boutiques in Toronto, Midwestern US, online, and Nordstrom Jenny Bird is inspired by the scenic nature of her hometown, Elora, in Ontario, Canada Price: 40-345
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