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JEWELL PARIS L.L.C. We are searching for an investor for the launching of this unique luxury collection based in Paris, with a focus on the European, Asian and North American markets. With the ever-increasing value of the euro and the production quota of Asia overwhelming the world, we feel we have found a lucrative solution to designing and constructing high-end, ready-to-wear garments that we can sell at competetive prices, making the client happy and creating a new name brand that is accessible to the everyone. We would like in an investment partner someone that shares our corporate vision, utilizing oral and written communication to maintain long-range planning, cost reductions and product positioning in the competitive market, while building a name and clientele with quality fabrics, construction, embellishments and distribution. The compilation of an efficient team that idealizes the investor-design team-buyer relationship is key. We aim to foster an optimistic environment that will provide solid ground for a growth-oriented opportunity to work together toward common goals, such as expansion into accessories, fragrances and men's wear. We look forward to hearing from you. Please feel free to contact me with any questions, as well as any of our team members. Best regards, Executive Summary JEWELL Jewell is the new Parisian fashion house bringing the luxury of high end to the international mainstream. The Jewell line is conceived by the American born designer Kevin Jewell, who works hand in hand with local artisans in the construction of the patterns and prototypes using the expertise found in French couture. With the prototypes in hand, Mr. Jewell and his American sales team take the collection to the bi-annual fashion trade shows to take orders in from the International buyers in Tokyo, Shanghai, New York and Paris. Culminating each sales season with a fashion show presentation to the press and public during the week of the Paris collections. Upon the completion of the accumulation of the orders made by the worldwide buyers, the patterns and prototypes are carried to China for fabrication in the city of Jiaxing, just south of Shanghai in the Zhejiang region. From there the garments are shipped to the buyers upon completion of the order. Alternative factories in Hong Kong and Marrakech, Morocco are available for garment construction to meet the needs of over demand, or as an alternative for products for markets with import limitations placed on Chinese made goods. ABOUT US Jewell is a new start-up with designs and a ready made team on the verge entering the international market with precision timing. With the recovery of the Japanese market firmly re-established, plus the 10's of millions of new millionaires in Russia and China entering the shopping malls, boutiques and department stores of the world each year, the amount of petrodollars on the international marklet and soon the addition of more and more millionaires in Brazil and India the opportunity is upon us to establish the Jewell label as a leading European fashion house. The house of Jewell is a small team taking advantage of outside contractors and fabrication in Vietnam, India and China to keep the expenditures and social charges reduced. Lead by the label's namesake, American designer Kevin Jewell has a rich experience from modeling, jewelry design, couture gowns construction to fabric designing and extensive work with a variety of Paris fashion houses including Dior, Thierry Mugler, Sophie Sitbon and Yves Saint Laurent (YSL) with free lance work encompassing swim wear and theatre costumes. Mr. Jewell is accompanied by his American sale manager Mr. Robert Reuter, who bring in a diverse sales and marketing experience with the luxury label Hermes, as well as real estate activities in Paris, St. Tropez and New York and vineyards in the U.S. Pacific Northwest. The market research analysis is entrusted to Ms. Guisella Cucalon an Ecuador native living and working in New York City..Ms Cucalon is currently working for the CitiBank corporation on Wall Street, but will work by phone and internet with the JEWELL team. Her past experience includes the Chanel North American corporate offices and teaching marketing at the American University in Paris.
Pattern drafting and prototype construction are sub-contracted to Atelier Mignot in Valigns, Normandy and the Give et Reth Atelier of Paris. These two small artisan shops have team members that are former employees of Chanel, Chloé and Hermes.. Jewell will be hiring temporary sales representatives for the trade shows in Shanghai and Tokyo, these will be either mother tongue or fluent in English and the local language. An assistant for the design team will also be hired to allow Mr. Jewell and his team to accomplish their tasks more efficiently and with cost saving valuable time and allow the research and documentation for future collections to proceed months in advance, as well as allowing a complete hand in coordination with the fabrication in Asia. THE MARKET The Jewell label is entering directly into the international sales through the International fashion trade shows of Shanghai, Tokyo, New York and Paris then quicly adding Moscow, Russia and Sao Paulo, Brazil to the schedule. Initial contact will be made in advance through the mailing of invitations to the trade shows, e-mails and phone calls to the buyers for department stores and high end shops. This advance communication will be established by the sales representatives. Television interviews and presentation of choice garments from the collection have been promised by NBC in America, NHK of Japan as well as A.P. which serves 800 television stations worldwide. These will be aired just in advance of the trade shows creating a demand on the level of the general public reaching over 25 million international television viewers. Equally of importance are promises from Vogue USA, ELLE USA and France, Vanity Fair USA, Marie Claire of the UK and Paris Match opening up their pages with articles and fashion lay-outs. MARKET PROJECTONS With the weekly addition of millionaires in countries such as Russia, India, Brazil and China buying goods on their home front, we feel it is necessary to start in the two largest established economic markets Japan and the USA and including with an explosion onto the 'waking giant' China by renting a stand in Moda Shanghai, at the same time maintaining a stand in the Paris trade show Atmosphere in the Tuilleries attracting buyers from the established markets of Europe and the newer markets of south America and southern Asia. With market research confirmed expand into Russia, and Brazil. All the while, studying the market and the possibility of licensing the label to India with their restrictive import trade laws, a sub-contract with a competent factory and fabric source inside India will be secured before the addition of this market rising as if Phoenix from the ashes. Our goal for the first collection is 1 million in sales and building up to 10 million annually by the end of the third year and reaching 30 million in the 5th (fifth) year. The aim is to overwhelm the international fashion industry and selling 25 million the first year, and expanding with the purchase of factories, and expansion into decoration, a full skin care line, financing young designers world wide and contributing to charities for the needy. The objective is to sell the collection as a means to obtain the dream shared by men and women around the world to live in Paris, the dream seen in countless movies such as 'An American in Paris', 'Last Tango in Paris' and 'Gigi' reaching sales of 100 million annually and entering into direct competition with Celine, Paul Smith, and Versace. The first addition will be several men's shirts and tie's shown during the women's collections as well as sold on the trade show stands. This line will enter the market in competition with Paul Smith, Kenzo and Christian Lacroix. Next will be a fragrance line, keeping the marketing simple and maintaining a feeling that the dream can be worn and have an effect on another one of the 5 senses, smell. A bottle in the shape of a cut diamond, or ruby maintains a universal appeal and recognition, while the perfume brings the label into millions of more women's dressing tables worldwide. FINANCING Initially we are seeking 7.5 million dollars US to establish the label and maintain the basic functions for 5 years with a base annual budget of 1.3 million for the prototypes, sales and marketing in the 4 trade shows two times annually as well as the professional fashion show presenting the collection to the public through the international press. This liberates the profits to reimburse the initial loan and the incurred interest rates. Expanding sales through additional trade shows and prototypes to the collection bringing the line near 80 pieces, and adding a perfume line to the label and equally men's clothing and accessories for both men and women. SUCCESS Our confidence is based on our team's proven competence and ambition aligned with youth, experience and educations. Mr. Jewell finds inspiration in nature, architecture and decorative arts interpreting art nouveau mouldings and frescoes as embroideries, art deco architecture as beading designs, or renaissance art moulded into sculptured velvets. Throwing combinations that mix the comfort and warmth of grey flannel with seduction of black lace into a trench coat, cashmere slacks married to a suede blouse, black pearls with white jeans, or red silk satin shimmering with purple Murano hand blown glass beads. These designs coupled with the dynamics of the sales team, and careful cutting edge market research for future expansion the Jewell team looks forward to reaching our goals and excelling beyond our dreams. FACTS Target Market and Customers 1 Females, age 25 to 45 years old VISION We have long-term plans to stay in business for ourselves and utilize the specialized business knowledge we have gained. The professional relationships we have developed include top-notch sales representatives with the connections and charm to make meaningful new sales points, manufacturing resources in Vietnam and China with secondary manufacturing in Macao and INdia, and international fashion journalists in both television and print ready and willing to give the collection attention in many media avenues. Business Organization We plan to form a corporation for our business. It is our intention to grow Jewell into a large firm with international relationships. The initial and ongoing costs of operating as a corporation will be a necessary business expense. Also, since a properly run corporation will afford us some limits of liability, we feel this is the right form of business for us. We intend to depend on our attorney to handle all aspects of setting up the corporation and maintaining proper corporate records. See further for the Business Team (Appendix II). Analysis of Costs Our initial target mark-up will be 200%, with a gown or suit fabricating at 100–150 EUR, we can sell at 300-450 EUR and stores mark-up at another 50–100% selling at 450–-900 EUR, our competitors sell gowns and suits at 800–1,200 EUR. Financing Strategy Our requirements for start-up capital are as follows: Attached (Appendix III) is a list of expenses for which we will require either start-up capital or financing. These items include buying supplies, getting a computer, equipment and fixtures, tooling, prototypes and patterns made in France, travel expenses and start-up overhead expenses. These expenses are included in our monthly cash flow projection to indicate the ongoing requirements for cash. Our sources of cash for starting our business are still being determined. We have provided a spreadsheet showing all of the sources of start-up equity capital. Our sources of financing for starting our business are indicated in the following spreadsheet. While we will not be depending on banks for financing, there will be other resources available to us such as venture capital, leasing of equipment and fixtures, credit from suppliers, mortgage financing, etc. We are prepared to make presentations to potential lenders. Our presentation kit includes this business plan, our personal financial statement and taxes. We will be prepared to be specific in our needs for financing, the payback program, and our sources of repayment. We will furnish potential lenders a cash flow projection showing sources of repayments and we will be conservative in our forecasts. CONCLUSION With the opening of the house of JEWELL, the main objective is to launch and lead a successful international designer fashion line and the supporting team players, using Kevin Jewells creative talents, managerial skills in a constructive environment with clear and comprehensive global growth plan. It is his desire and vision to bring the corporation successfully to its planned objectives and beyond. Analysis of Costs FINANCIAL OVERVIEW
JEWELL Business Team
Analysis of Costs With fairly accurate calculations as to launching a business in Paris, within the structure of the French social security and tax structures, this is estimated for the operational basics for 12 months and 5 years:
About R. Kevin Jewell Experience Atelier Jewell – Paris, France Proprietor Custom design made-to-order garments and accessories for women and men. La Compagnie Montefiore – Courbevoie, France Wardrobe Designer Designed costumes for the Jean Genet play “The Balcony” presented at International Festival of Avignon. Thierry Mugler – Paris, France Executive Designer Construction of gown for worldwide advertising of the ANGEL perfume. Sophie Sitbon – Paris, France Couturier/Taylor Construction and final touches on gown for Juliette Binoche for the Oscar's when she won for “The English Patient”. Conception and fabrication of the gown for the statue for the exposition 'Modes Gitanes' which showed at museum the Louvre in Paris, MOMA in New York, National Gallery in London. MJL / Maison Boutron – Paris, France Jewelery design Assistant Design Houses: Yves Saint Laurent, Christian Dior, Christian Lacroix, Lanvin, Claude Montana, Martine Sitbon and Chloe. Execution of earrings for Catherine Deneuve for her presence during the Academy Awards ceremony when she was nominated for “Indochine”. Education Achievements and Related Skills: Covers of Vogue, ELLE, Harper's Bazaar, Marie Claire, WWD, Tattler, Paris Match and People. Oversaw all phases of fashion shows. Styled and supervised photo shoots, including hair, make-up, and set design. Supervised clothing for video Shoots (Whitney Houston, Courtney Love, Lonnie Gordon, Jocelyn Brown, Debbie Harry, Kylie Minogue and Ru Paul, amongst others). Travelled extensively as model in the mid-80's, worked on Feature Film wardrobe design and fittings, decorated 4**** hotels and boutique interiors, including painting patina's and tromp l'oeil effects of skies, waterfalls, carved relief's and plants. Innumerable gowns and jewellery on stars in Cannes Film Festival; The American film Festival in Deauville, France; Berlin film Festival and Venizia International Film Festival.
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