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ABSTRACT Timeless luxury infused with a modern point of view.
Ragnar strives to design luxury jewelry for the established woman helping to “ dress for the theatre of life.” Through exclusive production, customized design and premium manufacturing we are able to provide our niche market with one of a kind pieces. The long-term goal of this New York based company is to conduct business for a clientele that is often forgotten. While examining the principles of design and manufacturing we found that Ragnar will be founded on a collection of 3D designed jewelry inspired by art, architecture and culture from the past, present and future. Our business is based on sustainability, committing ourselves and our team to meeting environmental standards and cutting waste every way we can. We are a team that is built upon meeting our community standards and customer needs while treating employees with the concept of family in mind. Our goal is to empower our clients through precious objects. With our love for teamwork and our passion for knowledge we are able to create a devoted business through recognition, communication and our dedication to help others.
Ragnar strives to design for women of the future. Through our planning and developing process the Ragnar aesthetic thrives off of innovation and the ability to utilize the latest technologies. Our creative direction will change from season to season. As designers, we will look to the latest trends, global news, the environment and most importantly, our customer for inspiration. The
worlds together. Ragnar will digitally render all of our designs and send them to Carrera Casting Company. By mixing new and old techniques, our customers’ customization ability is limitless. Our main materials will consist of a range of gold’s and silvers, as well as semi-precious and precious gems and stones. Our approach will ensure a strong and reliable relationship with our customers. This will help Ragnar grow and develop our products for larger distribution while positioning ourselves within the luxury market.
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Table of Contents
Abstract
3
Ragnar
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Customer Profile
18
Demographic & Psycho graphic
28
Market & Industr y Research
36
Product Development
58
Sourcing
72
Sales Plan
82
Branding, PR & Advertising
88
The Store
104
Bibliography
110
Appendix
116
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R AGNAR :
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THE PRODUCT
THE Necklace The Necklace
1.
2.
3.
collection to collection however, style and silhouette will vary from each 4.
collection. Each Collection will be produced in an assortment of metals : Platinum, Gold, Pink Gold, and Silver. We will produce two major collection throughout the year, in addition to, two smaller special edition
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THE Earring
THE Braclet
THE Bracelet
THE Ring
The Ring$ AVERAGE PRICE RANGE COST for metals (low coat Silver, high cost Platinum) The Necklace ~ $ 3,375 - $33,750 The Earring ~ $ 1,875 - $ 18,750 The Bracelet ~ $ 2,815 - $28,125 The Ring ~ $2,500- $25,000 9
Product Category
Our product category is split into 4 segments: necklace, earring, bracelet and rings. We will produce these four styles twice a year based off of a different theme for every collection. The product will be produced for a consistent seasonal demand. Our collection will replicate a feel for the woods and the embodiment of the soul. The foundation of our collection is from the heart of the woods and it’s creator mother earth.
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THE PRICE RANGE (COST) Necklace ~ $8,000- $35,000 Earring ~ $2,000- $25,000 Bracelet ~ $7,000- $32,000 Ring ~ $1,000-$25,000
“Proof from the wise and silver-haired… personal style advances with age.” -Ari Seth Cohen-
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Industry Pricing LUXURY has a sense of exclusivity that generates three motivating factors.
PRODUCT EXCELLENCE This being said Ragnar’s luxury jewelry has an aura that surronds the brand making us a luxury brand desirable for our customers. As a company we balance on 8 pillars that support our business. People Products Performance Persona Placement Promotion
consumers perceive luxury. Consciously or subconsciously consumers tend to generate a mental luxury stature with the price-range that the brand operates. Therefore, it is important for Ragnar to price ourselves right. Setting our price points too low will lower our consumer expectations and willingness to pay; this is potentially harmful to our brand to buy. Therefore, justifying our price through our additional 8 pillars will maintain a higher perceived value. This being said “There is a proverb which says if you wear nice shoes you enter nice places.”
Our PRICE Retail Necklace ~ $13,500 - $135,000 Earring ~ $7,500- $75,000 Bracelet ~ $11.200- $113,000 Ring ~ $10,000- $100,000
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Customer Profile :
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CUSTOMER PROFILE
Fashion Cycle Emphasis
very limited amounts, and targeted to a fashion “leader.� The sub-stage, introduction, is represented by couture and designer merchandise that is bought in limited quantities and marketed heavily through fashion shows, institutional advertising, and designer appearances. As merchandise is accepted by a larger group of consumers, it moves to the rise sub-stage. Buying Behavior
laden and very open to new ideas and products. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change cultivated tastes for upscale, niche products and services. Luxury The Luxury industry works to pair creativity, creation, and quality with customer expectation and experience. Luxury-brand customers are different from mass-market customers. Clients of luxury of purchases and handwritten thank-you notes as part of the luxury brand experience. This concierge-level service requires a professional career track that recognizes and rewards the importance of this role. The industry is about catering to the customer experience while providing a new and innovative product assortment. Developing ways to boost customer loyalty through new levels of customer relationships is central to the challenge of sustaining any luxury brand. Luxury rebels against corporate conformity and, in fact, thrives on risk. 16
diverse, The Cosmopolitans are urban couples in America’s fast-growing cities. Concentrated in a handful homeowners. A vibrant social scene surrounds their older homes and apartments, and residents love the nightlife and enjoy leisure-intensive lifestyles. Top 1% of Population has an average worth of $717,000 Of that .01% of the total population have an average worth of 27 million This segment accounts for 43% of all worth in the world.
New York Area Average Annual Expenditures 2011-2012
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Demographic & Psychographic :
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LOCATION
Our Customer 55 + falls within these targeted segments. Queens, NY and Richmond, NY hold the highest percent of our customers. Our store location falls right in the middle. Our clientele is a luxury consumer who values easy shopping, and a product experience that actually feels luxurious. Brands competing in the luxury space must increasingly adapt to consumer shopping habits or else suffer decreasing sales and relevance. 20
females that preside in the designated areas. The age range shown within the charts is between 45-74 years old. This age segment shows the target market that Ragnar is lookmarket that will continue to age into the Ragnar’s target our market segment and future market segment to predict
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Location
Bench Mark Statistics about area code 10021: Population: 45,036
Looking into already established retailers in the area allows us to gain a information allows for a good understanding of where we will expect to
East Side, New York, NY area.
Retailers in the area include:
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Competition in our Area
Madison Avenue Ragnar is competing with an established located within the Upper East Side jewelry stores, 15 of which are direct competitors. David Webb Precious Jewels alienates themselves from the crowd due to their annual revenue
LOW
HIGH
Judith Ripka Jewelers
David Webb Precious Jewels
Annual Revenue: Less than $500,000 Price Ranges: Bracelets: $450 - $14,5000 Earrings: $300 - $16,900 Necklaces: $250 - $18,000 Rings: $195 - $12,000
Price Ranges: Bracelets: $16500 - $75,000 Earrings: $8,800 - $68,000 Necklaces: $46,000 - $69,000 Rings: $9,600 - $59,500
Lexington Avenue competitors on Lexington a short distance from our location. The surrounding New York City encompasses
Avenue, Ragnar area of a strong
stretching from: 1st avenue, 3rd avenue, 59th street, 60th street, 61st street, 65th street, 66th street, 69th street, 70th street too 76th street, 81st street, 83rd street and 86 th street. 23
OVERVIEW
According to Bain and Co, which, among its varied services, advises the global luxury goods
worldwide would grow a whopping 50 percent faster than the global gross domestic product in 2015.A study by Belgium-based Ghent University threw up some interesting results. Researchers many. When you actually purchase an expensive item, your brain gets an incredible sense of feeling is exclusive to expensive shopping. Research has shown that because we subconsciously believe that pricey items are of better quality than cheaper ones - which may not even be true - we derive more pleasure from them. Case in point: during a study, when tasters were told a particular wine cost $90 a bottle, they enjoyed it. But when they were given the same wine and told it cost $10 a bottle, they claimed it wasn’t as good. Then there’s the issue of self-esteem, focus their advertising messages on consumers’ egos. Saying this doesn’t mean that we are a company banking on the egos of our clients but we are a company wanting to create that ego for our client.
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Market & Industry Research
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:
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Market
The Scope The United States accounts for 26.5% of the global jewelry & watches market value. The United States jewelry & watches market grew by 5.9% in 2012 to reach a value of $71.3 billion. Our Market Size Jewelry is the largest segment of the jewelry & watches market in the United States, accounting for 86.7% of the billion. Fine Jewelry sales in the U.S. were $61.9 billion up from 6 % in 2011. Where We are Headed of 33.1% since 2012. Global growth in jewelry is predicted to reach a 41 % increase by 2017.
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Luxury Jewelry
The Scope The US luxury jewelry market grew by 2% through 2012 to reach a market value of US $ 13.6 billion. Women’s luxury goods purchases account for 50.8% of the luxury goods market.
Our Market Size Women’s Luxury Jewelry increased 1% to a US $ 9.4 billion.
Specialty jewelers generate more than 43% of the industry’s total United State sales. Where We are Headed of 5% through 2017. The market is expected to reach US $ 17 billion.
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The Scope of 3D Printing
The global market for 3D printing products and services grew by 29 % to $2.204 billion in 2012.
Our Market Size US will remain by far the largest national 3D printing market in the world, accounting for 42 percent of global sales in 2017.
Where We are Headed approach $6 billion worldwide. 2021, Wohlers Associates forecasts the industry to reach $10.8 billion.
The Scope of 3D jewelry The number one use is still prototypes, however more and more end products have begun to be printed. Gadgets, phone accessories, gifts, toys and fashion items like jewelry currently make up more than half of the platform print jobs.
What are people looking for when they buy Jewelry?
MORE THAN 50% OF JEWELRY SHOPPERS CITED THESE FACTORS AS MOST IMPORTANT
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LESS THAN 50% OF JEWELRY SHOPPERS CITED THESE FACTORS AS IMPORTANT
The Scope of Luxury Market
The baby boomers are 29% more likely to own original art compared to Gen X at 25%.
Our Market Size Luxury goods purchasers 60+ account for 20.6%. The 50+ have $2.4 trillion in annual income, which accounts for 42% of all after-tax income
A proportion of older Americans enjoying a “high income” increased from 18 to 31 percent
Spending Habits The Rich spend $17,185 on luxury jewelry and watches a year. That being said a household earning $150,000 – or six times as much – spends just over $2,200 annually on jewelry, or 15 times as much. Age 55-64 – This group has been a pleasant surprise. Not only is their per-household jewelry expenditure the highest of any group, but this segment consumes about 22% of all jewelry sold in the U.S. Baby Boomers – Older, wealthier Baby Boomers born between 1946 and 1964 – just over 30 percent of all Americans – are expected to accelerate their expenditures on luxury goods, including jewelry. This group of consumers appears to be poised to buy jewelry when they reach the age range 55-to-64, somewhat later than earlier generations
Youngest & oldest consumers make most expensive luxury purchases
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Unique Characteristics 3D Printers/Process
Design . Print . Wax Model . Cast The model we will be using is the SolidSCape
and mold making applications.
through an additive, layer-by-layer process with a layer thickness and a resolution of [dpi] 5,000 x 5,000 x 8,000
Through this process essentially a wax model is formed from the 3D printer, then the model is then encased in previously occupied by the original wax and a metal replica of the original wax model is produced.
ago. “For jewelery designers, there are huge advantages to using 3D printing and milling in-house. Designers don’t create samples of each design, which allows them to make adjustments strait away. Designers love this ability to touch and feel their products immediately after they create them on the screen.�
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3D Printing Design Time Time Conversion for most files will require several hours to complete along with printing taking 3-4 more hours depending on the complexity of the file. Due to the nature of our models the whole process from file 20 pieces a collection at 24 hours we’ll need 3 Solidscape machines to produce a new collection in a weeks time. That’s also not taking into account orders and custom fills. An additional cost would be cartages; the systems can run for approximately 72 hours between refills. Upon creation the machine provides an estimated build time equal to the geometric volume with
Note depending the type of computers used.
only program, it has been run on a PowerBook G4 Aluminum running Panther with Virtual PC 6 running Windows 2000 Professional and to work without problems. Computers : 3 : $1,799 3D Printers : 1 : $45,650 Programs for 3D Design : 1 Rhino $995
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Metal Costs
Metals Gold Silver Platinum Rhodium
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Bid
Ask
Low
High
126900
1270.00
1260.20
1271.60
19.91
20.01
19.66
20.33
1427.00
1433.00
1419.00
1455.00
1050.00
1150.00
New York Spot Price 1/24/14
Our Customer Expectations
WHEN?
People buy jewelry to remember life cycle events such as weddings.
WHERE?
People buy jewelry on impulse when they see something eye-catching in a store window.
WHAT?
People buy a diamond because of its perceived rarity.
WHO? HOW?
their money on jewelry. People will buy jewelry if the credit terms are appealing.
What women want? 1. Look for a jeweler that carries a wide selection of alternative gemstones and metals. 2. Look for a jeweler with an airtight Warranty Policy. 3. Look for a jeweler that carries a wide selection of alternative styles 4. Unique design and a hand made elements How they want to be treated? To keep them as loyal customers, marketers must build a Shonka Padberg, an advisory board member at Navigate Boomer marketing. We understand you. We make your life easier. We make your life better. 35
Competition Cartier jewelry expert Eric Nussbaum. Their mission: “ is to assemble and present the historic Cartier heritage to the largest possible number of people.” Cartier has always toyed with the rules of elegance. Opening the doors to enchantment, the Cartier ateliers work magic on jewelry, recasting precious materials in a potent blend of excellence and rarity.
watchmaking and precious accessories, all signed Cartier. They represent its changing style from the oldest piece, dating from 1860, to the most recent from the late 20th century. Necklaces: $1,070 - $62,000 Bracelets: $580 - $58,500 Earrings: $1300 - $50,500 Rings: $600 - $62,000 Bvlgari
hotels and resorts featuring exceptional quality, an innovative style and impeccable service. within the working environment, with the aim of achieving the customer’s full satisfaction. Bulgari creations are appreciated by customers worldwide for their bold, sophisticated and unmistakable style, in which meticulous attention to quality and innovative design combine to create a timeless elegance. From the very wear-ability and consistency with Bulgari tradition and style. Excellence for Bulgari means the perfect balance between the highest quality products and impeccable service worldwide. Necklaces: $2,350 - $52,000 Bracelets: $1,600 - $41,000 Earrings: $2,550 - $26,600 Rings: $420-$20,300 Alexis Bittar Alexis Bittar is the CEO and Creative Designer of the eponymous jewelry company, best known for his
steps into the world of retail.
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Necklaces: $85 - $13, 995 Bracelets: $65 – $8,495 Earrings: $95 - $5995 Rings: $125 - $4995
Who We Meet in The Middle With... Van Cleef & Arpels
became a symbol of Parisian luxury and the new benchmark for international elegance.
Necklaces: $5,050 - $63,000 Bracelets : $1,300 - $53,500 Earrings: $2,250 - $84,000 Rings: $800 - $56,000
Nervous System
Nervous System was founded in 2007 by Jessica Rosenkrantz and Jesse Louis-Rosenberg. Jessica seven. We created Nervous System to explore a design approach that relates process and form in a context of interactivity and openness. Our products are designed to be affordable and ethically made. We use manufacturing methods that do not require large facilities or massive manual labor. We use inexpensive materials and believe that the value of our designs comes from an intelligent and beautiful marriage of form and function, not the current price of currency standards. Necklaces: $25 - $350 Bracelets - $35 - $450 Earrings: $20 - $250 Rings: $8 - $250 37
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Customer Lifestyle
When conducting research it was important for Ragnar to understand the demographics and psychographics of our customer and target market. Ragnar’s approach to luxury jewelry design
on the pay scale and wants to make her mark on fashion. The Ragnar woman ranges between 50-70 style. While living in the top 1 percent of the wealthiest people in the nation our target customer boosts 717,000 dollars in average worth. Ragnar’s woman is an aged innovator and moves with the times, as a consequence she will splurge on luxury pieces to continuously update her wardrobe. This woman is part of a demographic that’s often forgotten, she needs jewelry that is just as amazing our aged luxury market customer and her innovative desires. Understanding our target customer demographics further allowed us to understand her psychographics as well. We are targeting an market, residents are known for both making money and spending money in the most opulent ways. boomer making there mark as an innovator in the luxury industry. With a dynamic, visionary and versatile attitude, our target customer is able to make constructive use of freedom within the large city of New York. At Ragnar our customer is our designer thus the importance of understanding our target markets demographics and psychographics is pertinent. We feel that with full knowledge of our market Ragnar will be able to gain a competitive edge to how we advertise, market and sell to our aged luxury customer more effectively. By understanding not only who they are, but how they are and why, allows Ragnar to gain a critical understanding of what our business is made of.
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Product Development :
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41
Theme
activities Ragnar has successfully transformed a prosperous product line into a marketing and product construction that we have molded together a quality crafted luxury jewelry line product. We feel that our design process not only is truly innovative but caters to the craftsmanship of luxury products, by pairing new methods of production with methods that date back to BCE. Ragnar has bridged a gap between customer expectation and customer design process focuses on quality craftsmanship without compromising innovative style. Ragnar has fostered an environment that caters to our customers, thus allowing them to be the ultimate designers’ through our customization processes. Our Ragnar team has provided the paired inspiration for trend and product along with our innovative process to look forward with 3D design.
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TRENDING
The jewelry market is primarily based on how the economy grows or falls. The top three markets for luxury jewelry are Europe, China, and the United States. Ragnar will plan to attend jewelry trade shows to gain an insight on what is Rio Grane’s Winter Workshop Series. Jewelry trends for the 2014 season have been featuring: statement necklaces and earrings; unique colored gemstones, like boulder opals, watermelon tourmaline and rough-cut quartz; sterling silver pieces; big and bold cultured pearls; and beyond bridal platinum.
Jewelry for 2014 is taking an opulent turn; jewelers are using a broad spectrum of color. Colors are being used in more experimental ways with clashing subtle mixes of hues, tones and a play of textures. The colors may be bold but the stones are rare and beautiful to make your jewelry all the more special. This season you can expect the use of garnets, opals, tourmaline, topaz, diamonds, emeralds, rubies and spinels.
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Geometric and asymmetric shapes inspire this seasons latest crop of accessories. When looking at shapes, circles, squares and polygon motifs are showing up in jewelry. For example, in charms, appliqué embellishments and hardware. While appliqué materials will be used to break conventional jewelry design, minded materials such as chains metals and leather will be used to heighten the dimension of necklaces, rings, earrings and bracelets. Chains maintain their appeal in the marketplace. Exaggerated links are showcased to be worn as strands or de-constructed elements. Additional common trends: A faux raw appeal is shown through a rough aesthetic to metals, stones and gems which distorted transparency, colored shadows, hazy effects and incorporated materials elevate in jewelry, ethnic trims and patterns remain perennial inspiration sources for high street and couture jewelry. There is a strong trend for the direction Ragnar is taking our brand identity with revolutionary technology in 3D printing.
Pantone, the worldwide color authority, recently announced their Fashion Color Report for Spring 2014, which is an overview of the hues that have been seen all over the runway at New York Fashion Week. Pantone explains the trending colors “pair soft pastels with vivid brights to create a colorful equilibrium.” With the array of gemstone colors.
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Sourcing :
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M a d i s o n Av e n u e Upper East Side N e w Yo r k , N Y 1 0 0 2 1
READY MADE :
Ragnar Content :
FINE JEWELRY
est. 2014
92.5%
75.5%
24k: 99.9%
95%
NECKLACE
STYLE # RA2214 n a m e : PA N D O
price
S I LV E R
PINK GOLD
GOLD
P L AT I N U M
8,000
25,000
30,000
35,000
S I LV E R
PINK GOLD
GOLD
P L AT I N U M
EARRING
STYLE # RA2215 name: BRISTLE CONES price
2,000
10,000
15,000
25,000
BRACELET
STYLE #RA2216 name: ARBUTUS
S I LV E R
price
7,000
PINK GOLD
23,000
GOLD
27,000
P L AT I N U M
32,000
RING
STYLE # RA2217 name MANDARA
S I LV E R
price
1,000
PINK GOLD
15,000
GOLD
20,000
P L AT I N U M
25,000
Contact : Ragnar Team
Ragnar strives to design for the women of the future. Ragnar will design 3D models for our jewelry collections,
Chanelle Bertelsen Nicolette Capizzo Alicia Gonzalez
concept of ‘Into the Woods’ through color and shape. Customers will have the opportunity to custom design each piece.
Product Development
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Production
As our team developed a strategy to move forward with production it was paramount that selecting a supplier it was crucial that we married our company values, ideals and visions. Through our sourcing selection process Ragnar focuses on quality and exclusivity. As Ragnar’s selected a supplier close to home who has fostered a vertical design process. Carrera Casting provides us with quality assurance, reliability with a keen eye for details and perfection while buyer-supplier relationship that will help distinguish Ragnar in a competitive marketplace. Carrera Casting has become an integral part of our production process from perfecting production criteria that will optimize our business opportunity within the luxury market sector by sustaining value placement while optimizing quality craftsmanship and innovation.
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Casting
CARRERA CASTING
ABOUT Carrera Casting in New York City offers expert jewelry casting backed by over three decades of experience in the jewelry industry.
we were to have a mission statement it would be that we are “100% exclusive”. We have been, and always will be a “contract jewelry caster”. That means, the styles that we cast are the exclusive property of our customers, and that we have no line of our own.” WHY THEM Ragnar has decided to work with Carrera Casting for the quality craftsmanship along with innovative production processes. There mission, vision and values line up parallel to our company. throughout the production process. This will ensure that quality will be continually met.
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3D Printing Costs
PRINTER Ragnar will only have one printer due to our design process this will be used for jewelry
The SolidSCape printer costs: $45,650 DESIGN FEES Unlike most custom jewelry studios, we do not charge for a consultation.
complete it within your time sensitive date. This service is $250. Ultimate CAD: This service is $400, and includes up to 10 changes. For more details about these services, please contact a design consultant.
Appendix A: competitor manufacturing
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About the Metals
Gold The carat is the gold content of the metal. The carat measures the proportion of pure gold mixed with is determined by the metals used in the alloy mix. Yellow gold is made by mixing pure gold with alloy metals such as copper and zinc. White gold is an alloy of gold and some white metals such as silver and palladium. When trying to decide between the gold carat types there are three things to consider: The metals performance with every day wear The difference in color between the 9kt, 14kt and 18kt gold The difference in price between the gold carats. Silver Sterling silver is a white-gray colored metal which is less expensive than gold, platinum and titanium. Silver is a softer metal than gold, rhodium and platinum and does not have hardness that the other metals do. Silver is a popular metal for use in jewelry such as earrings, pendants, bracelets, necklaces Silver is also more prone to oxidization, sometimes causing the silver to turn black. The silver jewelry
Platinum
plated like white gold does. Platinum is very dense and heavy metal, so a platinum ring will feel other things being the same, a platinum ring will be approximately twice the price of an 18kt white gold ring. Platinum is a prestige choice and is often chosen for its sophisticated appeal and popularity amongst the rich and famous. Platinum is normally not used in the full range of jewelry products due to its higher price. Pink Gold Pink gold is a gold and copper alloy widely used for specialized jewelry. Pink gold jewelry is becoming more popular in the 21st century and is commonly used for wedding rings, bracelets, and a slight, but attractive, tarnishing of the copper. Pink gold is also known as red gold in the world of
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About the Embellishments
Emeralds a light to medium grass green in color. Emeralds are prone to having lots of inclusions and have a hardness of 7 to 7.5 which is good for hardness but they must be treated carefully and cut
Emerald is found in North Carolina, Columbia, Brazil and Africa. Rubies
transparent and cut into cabochon. Ruby has a hardness of 9 making it the hardest gemstone next to Diamond. This increases the cost to cut and polish these stones and you will typically pay $75 value of $75 to $300 per carat.
Amethyst
the most valuable. With a hardness of 7, it is an excellent stone for everyday wear. Average cost to cut an Amethyst is $55 for a normal size stone. Once cut, most Amethyst will vary in value from $15 to $75 per carat. Some of the darkest stones can reach $100 per carat but this is rare.
Diamonds Diamonds come in many sizes, shapes, colors, and with various internal characteristics, every diamond is unique. There are four important factors to describe and classify diamonds: Clarity, around $1,000 per carat to $20,000 depending on shape, purity and clarity. Diamonds are found around the world:, Canada, Congo, South Africa ,China, plus Other Countries
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Costing
Looking into the costing for product and production is a very important element to the Ragnar business. The goal by doing this is to be able to advise the most appropriate course of action based on the cost important for Ragnar to understand our direct costs and margins, we are eliminating the wholesale costs due to our production processes. Therefore, our wholesale costs are looked at as our direct cost price per product. When developing our cost sheet we looked into material cost, components, packaging, labor, and logistics. By understanding product cost we are able to forecast future company goals and sales. percent thus allowing us to maintain a margin percentage of 75 for all our products. This value ensures while producing a quality product at an acceptable cost for our customer.
process we will have high initial start up costs due to the purchases of our own 3D SolidScape printer established our costs will be cut due to the establishment of our product production processes.
being understood each piece that we design would have to go through the entire development process. Carrera Casting company will charge us 12 dollars an hour for labor and with a 50- hr grow time for
very unlikely that a customer would want the same exact piece. Overall, we gained an understanding maintaining the quality that we guarantee within our products as well as falling directly in our customer price point range. This will further allow us to establish a sales plan for future growth and opportunity.
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Ragnar
Material
Pennyweight (dwt) 262.835
Yellow Gold 24 K
Cost Per dwt/Unit $ 79.52
Yield 1.03
TOTAL Metal:
COMPONENTS:
Units 2.0
Pin :
Cost Per ($) /Unit 50.000
PACKAGING:
Units
1.03
Minutes
$/unit 0.10 0.002 0.08
12.000 12.000 12.000 12.000 12.000 12.000 12.000 12.000
Quantity
OTHER:
Average Cost Average Retail Average Margin Margin %
$ per Container/trip
103.00
$ $ $ $
5.50 1.20 8.00 1.00
$
14.50
322.23 Domestic freight includes insurance
26,471.00 106,000.00 (79,529.00) 75%
$ $ $ $ $ $ $ $
600.00 600.00 600.00 600.00 600.00 600.00 600.00 600.00
$
4,800.00
1.01 1.01
Amount $ $ $ $
Units per 2 Containers
$
$ $ $
$
Quality + Waste 1 4 1
TOTAL PACKING:
Freight Package pickup Insurance
Amount 103.00
Amount
TOTAL LABOR:
PACKING:
$
Cost/Minute
50 50 50 50 50 50 50 50
Cartons Tape Labels
21,526.85
Amount
5.50 0.60 8.00 1.00 TOTAL PACKAGING:
LABOR:
$
Cost Per Unit
1 2 1 1
CAD Design / Prototyping Model Molding Mold Making : Clear Silicon Waxing Set Up DeWax Casting CutOff Finishing
Amount 21,526.85
Yeild
TOTAL:
Box 10x5 String Bust Care Label
$
20.00 10.35 -
0.10 0.01 0.08 0.19
Amount $ $
16.11 10.35
Total:
$
26.46
Invoice Subtotal
$
26,471.00
TOTAL
$
26,471.00
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Sales Plan :
56
57
Sales Plan :
Ragnar Sales Plan for: 2014 - 2015
SEASON
3/3/14
STYLE # RA2214 RA2215 RA2216 RA2217
SP/SU
NAME
RA2214 RA2215 RA2216 RA2217
MAR
APR
MAY
Quantities
Quantities
Quantities
Quantities
Quantities
RA2214 RA2215 RA2216 RA2217
NAME
STYLE # RA2214 RA2215 RA2216 RA2217
NAME
PANDO (necklace) BRISTLE CONE (earrings) ARBUTUS (bracelet) MANDARA (ring) TOTAL
58
2 1 1 1
2 1 1 1
3 2 2 1
4
6
4
5
5
8
APR
MAY
Quantities
Quantities
Quantities
Quantities
Quantities
(24K Gold) JUN
J
Quantities
Q
1 1 1 1
4 2 2 2
1 0 1 0
2 1 1 1
4 2 3 2
5 4 2 2
4
10
2
5
11
13
JAN
FEB
MAR
APR
MAY
Quantities
Quantities
Quantities
Quantities
Quantities
TOTAL
Q
1 1 1 1
MAR
PANDO (necklace) BRISTLE CONE (earrings) ARBUTUS (bracelet) MANDARA (ring)
J
Quantities
3 1 1 1
FEB
PANDO (necklace) BRISTLE CONE (earrings) ARBUTUS (bracelet) MANDARA (ring)
(Platinum) JUN
1 1 1 1
JAN
TOTAL
STYLE #
F
FEB
PANDO (necklace) BRISTLE CONE (earrings) ARBUTUS (bracelet) MANDARA (ring)
NAME
SUMMER
JAN
TOTAL
STYLE #
Fall 2014
(Pink Gold) JUN
J
Quantities
Q
1 1 1 0
2 1 1 1
1 1 1 0
1 0 0 0
1 1 1 1
2 1 1 0
3
5
3
1
4
4
JAN
FEB
MAR
APR
MAY
Quantities
Quantities
Quantities
Quantities
Quantities
(Silver) JUN
J
Quantities
Q
1 1 1 0
1 1 1 1
1 1 1 0
0 0 0 0
1 1 1 1
1 1 1 0
3
4
3
0
4
3
NOTES: 8-9 pieces on average monthly Higher Volume months = Feb., May, Nov. and Dec. June = Ragnar launch party 8-9 pieces on average monthly Higher Volume months = Feb., May, Nov. and Dec. June = Ragnar launch party Fall/ Winter
HOLIDAY
JUL
AUG
SEP
OCT
NOV
Quantities
Quantities
Quantities
Quantities
Quantities
Product Category breakdown: Necklaces: 50% Earrings: 20% Bracelets: 20% DEC TOTAL Rings: 10% Quantities
3 2 2 1
2 1 1 1
1 1 1 0
1 2 2 1
1 1 1 0
3 1 1 1
5 2 2 1
25 15 15 10
8
5
3
6
3
6
10
65
JUL
AUG
SEP
OCT
NOV
DEC
Quantities
Quantities
Quantities
Quantities
Quantities
Quantities
TOTAL
5 4 2 2
2 1 1 1
1 1 1 1
1 2 1 1
1 0 0 0
4 3 3 1
4 3 4 2
30 20 20 14
3
5
4
5
1
11
13
84
JUL
AUG
SEP
OCT
NOV
DEC
Quantities
Quantities
Quantities
Quantities
Quantities
Quantities
TOTAL
2 1 1 0
1 1 1 0
0 1 1 0
0 0 0 0
1 0 0 0
2 1 1 1
3 2 2 2
15 10 10 5
4
3
2
0
1
5
9
40
JUL
AUG
SEP
OCT
NOV
DEC
Quantities
Quantities
Quantities
Quantities
Quantities
Quantities
TOTAL
1 1 1 0
1 1 1 0
1 1 1 0
0 0 0 0
0 0 0 0
1 1 1 1
2 2 2 2
10 10 10 5
3
3
3
0
0
4
8
35
59
Sales Plan
The plan below highlights our costs that are derived from the total sales plan. With distribution broken up by metal type and jewelry
Costs of Goods
Cost of Goods
Retail
(Platinum) Retail Margin
Per Unit
Total
Per Unit
Total
$ $ $ $ $
33,750 18,750 28,125 25,000
$ $ $ $
843,750 281,250 421,875 250,000
$ $ $ $
135,000 75,000 113,000 100,000
$ $ $ $
26,406
$
449,219
$
105,750
$ 1,798,750
Average
3,375,000 1,125,000 1,695,000 1,000,000
Average
$ (101,250.00) $ (56,250) $ (84,875) $ (75,000) $
Average
Costs of Goods
Cost of Goods
Retail
(24K Gold) Retail Margin
Per Unit
Total
Per Unit
Total
$ $ $ $
$ $ $ $ $
26,000 15,000 22,500 20,000
$ $ $ $
780,000 300,000 450,000 280,000
$ $ $ $
106,000 61,000 90,000 80,000
20,875
$
452,500
$
84,250
Average
3,180,000 1,220,000 1,800,000 1,120,000
$ 1,830,000
Average
$
Average
Cost of Goods
Retail
(Pink Gold) Retail Margin
Per Unit
Total
Per Unit
Total
$
75%
300%
Average
Average
Average
Margin Percentage
75% 75% 75% 75%
308% 307% 300% 300%
75%
304%
Average
Average
Average
Margin Percentage
202,500 75,000 112,500 50,000
$ $ $ $
55,000 30,000 45,000 40,000
$ $ $ $
825,000 300,000 450,000 200,000
$ (41,500.00) $ (22,500) $ (33,750) $ (30,000)
10,563
$
110,000
$
42,500
$
443,750
$
Average
Markup Percentage
(63,375)
$ $ $ $
Average
300% 300% 302% 300%
(79,344)
13,500 7,500 11,250 10,000 Average
Markup Percentage 75% 75% 75% 75%
$ (80,000.00) $ (46,000) $ (67,500) $ (60,000)
Costs of Goods
$ $ $ $
Margin Percentage
Markup Percentage 75% 75% 75% 75%
307% 300% 300% 300%
(31,938)
75%
302%
Average
Average
Average
(Silver) Costs of Goods
Cost of Goods
Retail
Retail
Per Unit
Total
Per Unit
Total
$ $ $ $ $
3,375 1,875 2,815 2,500
$ $ $ $
33,750 18,750 28,150 12,500
$ $ $ $
13,500 7,500 11,250 10,000
$ $ $ $
135,000 75,000 112,500 50,000
2,641
$
23,288
$
10,563
$
93,125
Average
Average
Average
Total Costs of Goods Total Costs of Goods Total Retail Per Unit Total Per Unit $15,121 Overall Average
60
Margin
$258,752
$60,766
Total Retail Total $1,041,406
Margin Percentage
$ (10,125.00) $ (5,625) $ (8,435) $ (7,500) $
Markup Percentage 75% 75% 75% 75%
300% 300% 300% 300%
(7,921)
75%
300%
Average
Average
Total Margin
Total Margin Percentage Total Markup Percentage
-$45,644
75%
301%
Overall Average Overall Average Overall Average Overall Average
Overall Average
Overall Average
The Why
minimize risk. Our store launch is planned to open in June 2014. We have estimated that our sales will peak during our launch month due to the plethora of media coverage and Upper East Side buzz. Our sales plan year of business which is due to our innovative thinking and new take on luxury jewelry. By responding to our customer’s wants and needs, we feel that our product sets us apart in terms of quality when compared to other competitive brands. Our average monthly sales plan is broken down by metals and then by style. We felt it was important to look
and gold. We are targeting a luxury market that holds standards to product quality and craftsmanship.
them and the demand for luxury jewelry. New innovative product lines will debut during the months of June
these numbers due to new product launches as well as our anniversary sales events.
an average margin percent of 75 percent while maintaining an average markup percentage of 301 percent. An customer has the opportunity to customize each piece and with that being said, any additional purchases would
Within the next 5 to 10 years, Ragnar sees great potential in growing the business to different locations worldwide. We feel that Los Angeles, CA would be the perfect stepping stone for the business before going international company that is able to service various areas of the world while simultaneously producing forward thinking customized luxury products. Overall, our sales plan will allow for maximum amount of opportunity for our business while maintain a low amount of risk.
61
Branding, PR & Advertising :
62
63
Branding
Ragnar’s branding derives from our mood board and the concept behind the forest. We wanted to keep a cohesive synergy across all platforms and decided to use the image of is right in line with Ragnar’s clean and sleek contemporary vibe.
64
65
Packaging
66
67
68
69
70
Media Kit
Our media kit will provide the awareness that Ragnar is working to deliver to the public before launch. We plan to send out our media kits one month prior to our launch date of June, 1st. Our purpose is to provide incite on our brand and company identity . Through the media kit we are building excitement about the product and launch of our brick and mortar store.
Ragnar’s press kits will be saved for elite outlets to ensure our marketing reaches the right clientele. Our press kits will be delivered in person to hand chosen companies. Like our company motto, Ragnar likes to work with people face to face to build relationship. Relationships are key to Ragnar’s success, therefore companies like in New York. Media Outlets but are not limited too: Vanity Fair Robin Givhan The New Yorker The Business of Fashion Womens Wear Daily New York bloggers: Advanced Style The Glamouri We will be sending each designated media outlet two kits each, this will allow our kit to distribute amongst there own company. We will hold onto extras for future distribution Ragnar will be producing media kits through PhotoFlashdrives.com. PhotoFlashDrives will provide the detailed customized media kits that will provide our media outlets with a boxes.
71
72
Advertisement
Ragnar is a luxury jewelry house here to empower women through creativity. Our passion for unique cultivated design allows us to deliver statement jewelry that moment she puts it on. Ragnar’s Fall 2015 collection debuts rich designs organic in mentality offering a little magic from stone to clasp. Our clients are our writers fully enriching our collections making them their own. From a simple black dress all you need is Ragnar for the theater of life.
73
Press Release
74
Letter of Introduction
The letter above will be formally sent out to the addressed individual. (those highlighed in mediakit area). The letter introduces the brand Ragnar as well as formally speaking to the addressed individual. This mannor of personal communication highlights the brand values that Ragnar has built themselves on. We want to build personal channels of communication between our clients and the brand. We will do this successfully by personal letters highlighted above that will be sent through snail mail. 75
Our Store :
76
77
78
About
The unique design of the Ragnar store encompasses a traditional but contemporary feel. Like our creations we explore shape, material and placement in order to cultivate newness within our designs. The store is located in the Upper an eye catching faรงade our store stands out from the rest. The glass store front provides transparency in both design and working environment allowing our clientele to feel a part of the brand. Ragnar has fostered the brand identity through our collection carrying into our store, truly allowing our customer to embrace the brand inside and out. We want our space to be more than a store, but a place where our clientele can feel empowered to relax and enjoy everything our culture has to offer from art, unique space and luxurious jewelry. Ragnar prides themselves on more than a showroom but an ironically designed living space where our customer can fully interact with objects on display.
79
80
81
Bibliography :
82
83
Articles
Moore, Booth. “All the Rage.” ‘Advanced Style’ Book Features Street Fashion of the Over-60 Set. N.p., 13 May 2013. Web. 11 Jan. 2014 <http://latimesblogs.latimes.com/alltherage/2012/05/advancedstyle-book.html>
“Lifestage Groups and Segments.” Credit Report and Credit Score with Toll-Free Support from Experian. Experian, n.d. Web. 11 Jan. 2014 <http://www.experian.com/assets/marketing-services/prod-
blogs/photos
Cohen, Ari S. “ADVANCED STYLE: THE DOCUMENTARY.” ADVANCED STYLE: THE DOCUMENTARY. N.p., 03 Aug. 2012. Web. 13 Jan. 2014 <http://advancedstyle.blogspot.com/p/the-ad-
Market Research
“IDEX Magazine - Full Story.” IDEX Magazine - Full Story. IDEX Online S.A., 04 May 2008. Web. 14 Jan. 2014 <http://www.idexonline.com/portal_FullMazalUbracha.asp?id=30181>
“Segment Explorer.” PRIZM Market Segmentation Research, Tools, Market Segment Research,. The Nielsen Company, 2014. Web. 14 Jan. 2014 <http://www.claritas.com/MyBestSegments/Default. jsp?ID=30&menuOption=segmentexplorer&pageName=Segment%2BExplorer>
“ZIPskinny Demographic Information for 10010 - NEW YORK NEW YORK.”ZIPskinny Demographic Information for 10010 - NEW YORK NEW YORK. ZIPskinny, 12 Feb. 2013. Web. 20 Feb. 2014 <http://zipskinny.com/index.php?zip=10010>
http://globalbb.onesource.com/Web/Reports/ReportMainIndustry.aspx?SicCodeID=29&Report=ALLMARKETRESEARCHREPORTS&Process=IP&Type=GetReport&FileFormat=PDF&ReportID=60401&FileName=0072-24172012.pdf&VendorName=Datamonitor
84
“ULI Spring Meeting: April 9-11.” Urban Land Institute. Urban Land Institute, Jan. 2013. Web. 03 Mar. 2014. <http://www.uli.org/wp-content/uploads/ULI-Documents/H-in-A-The-Boomers-Turn-65Fall-Meeting-10.17.12low-res.pdf>
“National Housing Conference | Center For Housing Policy.” National Housing Conference | Center For Housing Policy. National Housing, 2012. Web. 01 Feb. 2014 <http://www.nhc.org/media/
Munn, Nathan. “U.S. Retail Jewelry Industry Update 2013.” U.S. Retail Jewelry Industry Update 2013. Polygon, 2012. Web. 01 Feb. 2014 <http://www.polygon.net/jwl/public/trade-resources/jewelry-insights/us-retail-wholesale-jewelry-industry-update-2013-en.jsp>
Bhalla, Nandini. “The Urge and the Need.” Why Do People Still Go for Luxury Items despite Slowdown. Business Today, 01 Sept. 2013. Web. 05 Feb. 2014 <http://businesstoday.intoday.in/ story/why-do-we-buy-luxury-items-nandini-bhalla/1/197650.html>
Adams, Ariel. “Luxury Consumers Value Products, Not Buying Experiences.” Forbes. Forbes Magazine, 23 May 2013. Web. 05 Feb. 2014 <http://www.forbes.com/sites/arieladams/2013/05/23/ luxury-consumers-value-products-not-buying-experiences/>
Tippett, Andrea B. “Researchers Dig into Why Global Consumers Buy Luxury Goods.”UDaily. University of Delaware, 2013. Web. 05 Feb. 2014 <http://www.udel.edu/udaily/2013/feb/luxury-goods-020613.html>
Kohli, Martin. “Consumer Expenditures for the New York.” U.S. Bureau of Labor Statistics. U.S. Bureau of Labor Statistics, 18 Jan. 2013. Web. 05 Feb. 2014 <http://www.bls.gov/ro2/ce9805.htm>
Product
85
Wild, Sharon. “Jewelry Metal Information.” Gillett’s Jewellers. Gillett’s Jewellers, 2013. Web. 06 Feb. 2014 <http://gilletts.com.au/information.php?info_id=39>
“Warc - 3D Printing.” Warc - Ideas and Evidence for Marketing People | Warc.com. Warc, 2014. Web. 06 Feb. 2014 <http://0-www.warc.com.library.scad.edu/Content/ContentViewer.aspx?MasterContentRef=75e55 7a6-f220-4564-ac42-f7dadedad01e&q=3d++printing
Grunewald, Scott J. “Mymo Brings the Monogram Back as Unique and Customizable 3D Printed Jewellery.” 3D Printing Industry Mymo Brings the Monogram Back as Unique and Customizable 3D Printed Jewellery Comments. N.p., 13 Dec. 2013. Web. 06 Feb. 2014 <http://3dprintingindustry.com/2013/12/19/mymo-brings-monogram-back-unique-customizable-3d-printed-jewellery/>
Vesanto, Juho. “Stilnest â A New 3D Printed Jewellery and Accessories Service Promises to Be Different.” 3D Printing Industry Stilnest A New 3D Printed Jewellery and Accessories Service Promises to Be Different Comments. N.p., 21 Jan. 2013. Web. 06 Feb. 2014 <http://3dprintingindustry.com/2013/06/21/stilnest-a-new-3d-printed-jewellery-and-accessories-service-promises-to-be-different/>
Widrig, Daniel. “Wearable Sculptures Blur The Line Between Human And Cyborg [Pics] - PSFK.” PSFK RSS. N.p., 06 Dec. 2013. Web. 03 Mar. 2014 <http://www.psfk.com/2013/12/human-cyborg-wearable-sculptures.html#!tgUPv>
Manufacturing
Rider, Teri. “TechnicalReferences.” Sierra Design Studios. Sierra Design Studios, 2013. Web. 03 Mar. 2014.
Sepkus, Alex. “See Us Featured In This Video BySolidscape.” Carrera Casting NYC. Carrera Casting Corporation, 2012. Web. 07 Feb. 2014.<http://www.carreracasting.com/>
86
“Diamond Price Calculator™.” Compare Wholesale Diamond Prices and Values and Consult With Washington Diamond Before You Buy Any Diamond or Engagement Ring. Washington Diamond, 2014. Web. 07 Feb. 2014 <http://www.washingtondiamond.com/Diamonds/Diamond-Calculator>
Shahbazyan, Hagop. “Clone of Precision Counts in Relentless Drive for Jewelry Perfection.” Rapid Prototyping. Solidscape Inc, 2013. Web. 07 Feb. 2014 <http://www.solid-scape.com/clone-precision-counts-relentless-drive-jewelry-perfection>
“Precious Metal Plating in Metro New York.” (NY) on ThomasNet.com. Thomas Publishing Company, 03 Mar. 2014. Web. 07 Feb. 2014 <http://www.thomasnet.com/metro-new-york/plating-precious-metal-61691002-1.html>
Designers
www.cartier.com www.alexisbittar.com http://www.vancleefarpels.com/us/en/ www.n-e-r-v-o-u-s.com
Colaberations W.T Warmoth - Rino digital packaging renders
87
Appendix A :
88
89
Competitor Manufacturer for 3D Printers
Delcam plc
3D Systems Corporation
Dassault Systèmes SolidWorks Corp.
333 Three D Systems Circle
175 Wyman St
+44-01217665544 Delcamâ&#x20AC;&#x2122;s range of design, manufacturing and inspection software provides complete, take complex-shaped products from developer of product design and with subsidiaries in North America, Europe and Asia.
90
and pro-sumer 3D printing experience. 3D content-to-print solutions including 3D printers, print materials and cloud sourced ondemand custom parts for professionals and consumers alike with materials including plastics, metals, ceramics and edibles.
SolidWorks solutions cover all aspects of your product development process with a seamless, integrated sustainable design, communication and data management. Designers and engineers can span multiple disciplines with ease, shortening the design cycle, increasing productivity and delivering innovative products to market faster.
Where we can Plate around Home
Paramount Metal Finishing Co., Inc. 1515 West Elizabeth Ave, Linden, NJ 07036 - Tel: 908-8620772
Hill Cross Co., Inc. 543-56th Street West New York, NJ 07093 USA Phone: 201-864-3393
Vanguard Research Industries, Inc. 239 St. Nicholas Ave.
rack & barrel plating for ferrous, copper, aluminum, stainless, invar & exotic metal alloys. “Our modern 75,000 sq. ft. facility is on
Platers of precious metals for the electronics industry. Specializing in small precision parts in a barrel plating application. Gold, Silver Palladium over nickel & copper. Founded in 1945, the inventor of the “Wood’s Nickel Strike”, an industry standard for activating
Reel-to-reel precious metal plating services. Plating of copper, electrolytic & electroless nickel,
Technology.”
A 35,000 square foot location founded in 1973.
to plate nickel based alloys.
The companies highlighted above where looked at for Ragnars Design process. We decided to work with Carrera Casting for there quality and exclusivity standards. 91
Appendix B :
92
93
94
Ragnar Design Sheet
Size
Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2214
Ragnar Inc.
Color/ Material
Date Created : Feb 1, 2014
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Material/ Reference
Date Modified :
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
Ragnar Illustration Sheet Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2214
Ragnar Inc.
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Sketch
Front Material Information
Precious Metals: Platnium 24K, Gold 18K, Gold 24K, Pink Gold 18K, Silver Date Created : Feb 1, 2014
Left Side Style & Width See Materials Sheet
Back Size Range
Delivery Date
Comments
TBD
All Jewelry can be custom made. Size can vary depending on personal neck width.
xxs, xs, s, m, l, xl XXS= Sample Size : S 16 in. XS=17 in. S=18 in. M=19 in. L=20 in. XL=22 in. XXL= 24 in Date Modified :
Right Side
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
95
96
Ragnar Material Sheet Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2214
Ragnar Inc.
Sketch
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Metal
Pureness
Carat
Weight Troy Ounce
Thickness 100.0 mm^3
Platnium
950
24K
0.00073
2.285
999
24K
0.00005857
1.822
755
18K
0.00005034
1.566
Pink Gold
755
18K
0.0004806
1.495
Silver
925
3.35E-05
1.044
Gold
Fabric Inromation Precious Metals: Platnium, Rhodium, Gold, Silver Date Created : Feb 1, 2014
Style & Width Right hand column
Date Modified :
Size Range xxs, xs, s, m, l, xl
Delivery Date TBD
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
Comments Wax Mold is cast in specified metal content.
Ragnar Measurement Sheet
Code
Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2214
Ragnar Inc.
Specification SIDE HEIGHT FRONT WIDTH [CENTER] FRONT HEIGHT FRONT WIDTH [BOTTOM] BOTTOM WIDTH [FRONT TO BACK] CENTER WIDTH [FRONT TO BACK] TOP WIDTH [FRONT TO BACK] BACK HEIGHT FRONT CIRCUMFERENCE BACK CIRCUMFERENCE
Date Created : Feb 1, 2014
Date Modified :
Size M= 19 inches 2.58 5.85 3.58 7.5 7.95 5.93 8.02 1.67 14.25 4.75
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Comments measure from interior points measure from farthest points measure from farthest points measure from farthest points measure from interior points measure from farthest points interior circumference interior circumference Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
97
98
Ragnar Component Sheet
Item Pin
Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2214
Ragnar Inc.
Content Same as Jewelry Metal
Size .09 mm
Quantity 2
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Location Color Same as Jewelry Metal
Comments
Item
Size .2 mm .7 mm Comment The width of the pin: .4 mm Top width of pin : .5 mm
A. B.
Item B. A.
Content Same as Jewelry Metal Same as Jewelry Metal
Date Created : Feb 1, 2014
Size .5 cm 1 cm
Date Modified :
Quantity 2 2
Location Color Same as Jewelry Metal Same as Jewelry Metal
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
Comments chain hoop
Ragnar Label/Packaging Sheet
Item Box
Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2214
Ragnar Inc.
Content 100% pebbled leather
Color W/B
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Comments Box is made of wood and wrapped in pebbled leather Box Sketch & Sizing Units cm
Date Created : Feb 1, 2014
Date Modified :
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
99
100
Ragnar Label/Packaging Sheet
Item Box
Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2214
Ragnar Inc.
Content 100% pebbled leather
Color W/B
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Comments Box is made of wood and wrapped in pebbled leather Box Sketch & Sizing Units cm
Date Created : Feb 1, 2014
Date Modified :
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
Ragnar Label Placement Sheet Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2214
Ragnar Inc.
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Label Sketch & Sizing Units cm Label Placement The R is located directly in the center of the box. There is 2.25 cm on either side of the R. Comment The box comes equipt with all necessities.
Date Created : Feb 1, 2014
Date Modified :
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
101
102
Ragnar Label Placement Sheet Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2214
Ragnar Inc.
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Label Sketch Label Placement The designated area is where the embossed RAGNAR Logo Will be located. Material The embossed RAGNAR logo will be etched into the mold that was created using the 3D printer.
Date Created : Feb 1, 2014
Date Modified :
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
Ragnar Detail Construction Sheet Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2214
Ragnar Inc.
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Clasp
Code
Specification PIN HOLDER HEIGHT PIN HOLDER WIDTH
Date Created : Feb 1, 2014
Date Modified :
Size M= 19 inches .7 CM .5CM
Comments measures the height of the back clasp area measures the width of the back clasp area Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
103
104
Ragnar Detail Construction Sheet Ragnar
PANDO
Women's luxury Jewelry
FW 2015
RA2314
Ragnar Inc.
Precious Metals Platnium, Gold, Pink Gold, Silver 3D Printing Necklace
Code A B C D
Size mm 1.53 0.5 0.25 0.16
Code A B C D
Specifications Peg Height Center Peg Width Single Peg Center Width Singl Peg Top Width COMMENTS
The necklace stems from two center points in the pack of the necklace. 9 pegs from each clasp point. Each peg has a gradual increase of 2% in height. This gradual increase begins from the two center pegs just identified.
Date Created : Feb 1, 2014
Date Modified :
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
Ragnar Specs Sheet Ragnar
PANDO
Women's luxury Jewelry
FW 2015
Precious Metals Platnium, Gold, Pink Gold, Silver
RA2214
RA2314
Ragnar Inc.
Sketch
3D Printing Necklace
Color/Print/YD Patterns
Percent of Each
Platnium
95%
Gold 24 k Gold 18 k Pink Gold
100% 75% 76%
Silver
93%
Findings/Trim Front Dowel/Pin Chain
Type/ Number Match Metal Match Metal
Color Match Match
Size 0.06 ,5
Amount 2 2
Size
XS
S
M
L
Size Scale
17 inches
18
19
20
Back Date Created : Feb 1, 2014
Date Modified :
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
105
106
Ragnar Specs Sheet Ragnar
PANDO
Women's luxury Jewelry
FW 2015
Precious Metals Platnium, Gold, Pink Gold, Silver
RA2214
RA2314
Ragnar Inc.
3D Printing Necklace
Sketch Code A B C
Peg Sizing Size Specification 3.57 whole length 0.25 center width top/bottom width 0.16 Comment
The image shows the peg sizing: 2% increase for each peg Due Dates : Design Stage : Prototype : Casting Stage : Lab Dip: Cost Price :
Date Created : Feb 1, 2014
Date Modified :
Date Released :
Nicolette Capizzo. Alicia Gonzalez. Chanelle Bertelsen
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