BRANDBOOK 2017
CONTENT Brandbook Sparkling Jewels The company Sparkling Jewels, the brand The story The Mission Slogan Designs and Collections Target group Markets Marketing Display and Packaging
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THE COMPANY Quality, design and elegance from unique concepts in the world of jewelry and accessories. Essence beholds several concepts with wide ranged styles for the fashionable woman and man. With passion and extensive knowledge of the industry a young and ambitious team aspires to leave an unforgettable impression with Sparkling Jewels and Hooked Concepts. Essence is a Dutch company founded in 2014 by Ton Tijhuis & Sharon van het Hof. With an office, showroom and workshop all under one roof Essence is located in the old city of Zwolle, the Netherlands. All the jewelry designs are created and drawn by hand in the workshop in the Netherlands. Production is done by skillful partners located in Bangkok, Thailand.
SPARKLING JEWELS, THE BRAND Mix and Match with gemstones. Sparkling Jewels offers a wide collection of handmade jewelry, which represents the next evolution as an interchangeable jewelry concept. Mix and Match the chosen gemstones, pendants, necklaces and bracelets to create unique and personalized jewelry sets. Consisting of the finest materials and handset Swarovski Crystals, we strive to design and create jewelry combined with elegant and colorful gemstones. A Sparkling Jewels pendant is a gift, which can be opened again and again. Therefor it is a keepsake jewel, perfect for each and every occasion.
Because life is not measured by the numbers of breaths we takes, but by the jewelry that take our breath away.
THE STORY Every gemstone has its own sparkle. Nature’s creation of mineral crystals, which are cut into gemstones, is a miracle of complexity, which takes thousands of years. Gemstones are purchased for many reasons: to add to a connoisseur’s collection, as a sentimental gift, as a fashion statement or to commemorate a significant occasion. Ultimately a gemstone will be chosen for its beauty. Free your imagination and compose your own Sparkling Jewels pendant, a new and unique jewelry concept. It’s pure beauty and simplicity can be combined with a wide variety of gemstones spheres that can be made into never ending combinations.
THE MISSION Sparkling Jewels wishes to seduce every woman to reflect their physical beauty and inner character.
SLOGAN Every gemstone has its own sparkle As Sparkling Jewels values good memories the slogan “Every gemstone has its own sparkle� represents the unforgettable moment the gift of a Sparkling Jewels gemstone stands for.
We exist to create jewelry that women can tailor to a personal style and expression.
DESIGNS AND COLLECTIONS Sparkling Jewels, manufactures and distributes modern hand-finished customizable jewelry. The Sparkling Jewels concept is Mix and Match, this helps the customer to create their personally meaningful jewelry set for each and every occasion.
HOW TO SPARKLE? Mix and Match: • • • •
Choose your pendant style from the Regular- (20mm), Minimal- (14mm) or Bracelet Editions Mix and Match it with spherical gemstones Combine it with a 70/90cm Regular Editions necklace, or a 60/80cm Minimal Edition necklace Combine even further with a wide range of silver, (rose)gold filled and/or gemstone bead bracelets
The Collection: • The collection consist out or the 20mm Regular-, 14mm Minimal- and 14mm Bracelet Editions • All pendants are available in silver-, gold- and pink gold color • Pendants are finished with an ICE-mat brush or smooth polishing • Items are set with Swarovski Crystals • We offer 3 limited Black Editions • A variety of natural gemstones, gold stones and pave and flush set balls are available to create unique styles
Designer Gifts: • • •
A Sparkling Jewels pendant is a gift, which can be opened again and again Sparkling Jewels is a beautiful keepsake jewel, perfect for each and every occasion Sparkling Jewels is proof that elegant designer gifts come in small luxury packages
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TARGET GROUP The average Sparkling Jewels user is a woman from 25-60. She has an average or higher than average income or she is a stay-home mom. She has got most of her gemstones for special days and her husband and children always know what to give her for a present. Average Sparkling Jewels wearer values classic yet individual style. They know the value of craftsmanship and precious stones.
MARKETS As Sparkling Jewels is a young and fast-growing jewelry brand it is yet represented in more then 10 countries all over Europe. Sparkling Jewels has more then 750 sales points in Europe including jewelry shops, fashion and concept stores. • • •
125+ doors in the Netherlands Export to more then 10 countries all over Europe Distribution mainly jeweler- and concept stores
MARKETING Online and Offline media Sparkling Jewels is experienced at using online and offline media and can support partners with their local media strategy. Every season Sparkling Jewels comes up with their Spring/Summer and Fall/Winter photoshoot. Professional model and Dutch blogger/ influencer Robin Hamersteen is the fixed face of the campaigns.
WWW.SPARKLING-JEWELS.COM @sparklingjewelsofficial
/sparklingHQ
#sparklingjewelsofficial
DISPLAY AND PACKAGING The window presentation is an important part of the jewelry experience. Sparkling Jewels offers a wide range of display and gift materials. Each jewelry item is sold in a gift box and a gift bag. The icing on the cake is the professional Shop in Shop furniture, which guarantees a large boost in sales revenue. Window displays with interchangeable seasonal visuals The glossy white display comes with an eye catching and sparkling crystal quartz geode Luxurious stackable tray sets for consumer presentations Promotional posters, collection books and consumer brochures Stylish leatherette gift boxes and glossy gift bags for the ultimate shopping experience.
Sparkling Jewels Conradstraat 13 8013 RN Zwolle the Netherlands www.sparkling-jewels.com info@essencecollections.com