Product development plan for fictitious ethical jeweler Joyas Voladoras.

1. Joyas Voladoras Jewelry
Spring / Summer 2010

2. C nsider the hummingbird for a long moment...
Joyas Voladoras, flying jewels, the first white explorers in the
Americas called them, and the white men had never seen
such creatures, for hummingbirds came into the world only
in the Americas, nowhere else in the universe…each the
most amazing thing you have never seen.
-Brain Doyle
Joyas Voladoras

3. Contents
Mission / Vision - 4
Research Survey - 5
Competitive Analysis - 6
Target Consumer - 6
Target Outlet - 7
Pricepoint -7
Product Launch -7
Trends - 8
Launch Season / Colors - 11
Technical Properties - 12
Overview of Line / Styling - 12
Technical Design - 13
Sizing and Fit - 14
Packaging - 15
Quality Assurance - 15
Credits - 16

4. MISSION
The motto of Joyas Voladoras is
Primum non nocere, which
means, “first, do no harm.” You
shouldn’t have to choose
between being eco-friendly and
fashion forward.
VISION
Joyas Voladoras, the proper
name for the hummingbird,
translates literally to “flying jewels.”
Recently launched in September
of 2009 in Soho NYC, JV
designs jewelry inspired by
nature, crafted from eco-friendly
and sustainable materials such as
recycled metals and stones. We
strive to create unique
merchandise for the fashion
conscious, urban girl. We love
the idea of making “green” jewelry
available to a wide consumer
base, and plan on expanding to
sell to boutiques and specialty
retailers in key locations nation
wide. We are currently working to
develop an ecommerce site.

5. RESEARCH SURVEY
A 12 question survey was given to 20 people in the Soho district o New York City. The women
who participated appeared to be in their late teens to early 30s (age, however, was not asked)
and appeared moderately to highly trend-conscious.
1.Where do you most often shop for costume jewelry?
a) Boutiques -4 b) Department Store - 7 c) Discount Store - 3 d) Chain Store - 5 e) Online - 1
2.What is the most important factor when buying costume jewelry?
a)Trend - 3 b) Personal Style- 5 c) Price - 6 d) Materials - 2 e) Versatile - 4
3.How often do you purchase jewelry?
a)Weekly - 2 b) Monthly - 6 c) Every few months -7 d) For special events or occasions - 5
4.Where do you get your fashion information?
a)Magazines - 5 b) Online - 4 c) Friends -5 d) Sales Associates - 2 e) Combination - 4
5.How much would you normally spend for a necklace (costume)?
a)Under $25 - 4 b) $26 - 49 6 c) $50 - 100 -6 d) $100 - 149 - 2 e) $150+ - 2
6.Do you live in the area?
a)Yes - 5 b) No, but I live in NYC 8 c) No, but I visit NYC often -4 d) No, tourist - 3
7.How often do you purchase jewelry?
a) Weekly - 2 b) Monthly 6 c) Every few months -7 d) For special events or occasions – 5
8.What magazines are you most likely to read?
a)Lucky, InStyle - 3 b) Elle, Vogue - 4 c) Nylon, Bust - 5 d) Paris Vogue, Vogue Italia – 4 f)Lula, V
-4
9.What ultimately influences your jewelry purchase?
a)Impulse - 2 b) Goes with clothing purchase - 7 c) Goes with existing clothing - 6 d) Outside
suggestion (friends, sales associate, etc.) - 5
10.Do you shop in this area often?
a)Yes - 13 b) No - 7
11.Did you actively watch or look at pictures of the SS 2010 fashion shows?
a)Yes - 9 b) No - 6 c) Some – 5
12.Do you purchase eco-friendly merchandise?
a)Yes, often - 2 b) Yes, occasionally, - 5 c) If it isn’t more expensive - 6 d) I don’t pay attention - 7

6. COMPETITIVE ANALYSIS
The competitive analysis shows the need for
Joyas Voladoras. While major competitors
have a large presence in the market, they have
very little invested in eco-friendly merchandise.
Green fashion is a growing trend. Since these
companies are likely invested in several
manufacturers and product suppliers, it may
be difficult for them to manufacture eco-friendly
merchandise. A new company would have an
advantage in that respect.
TARGET CONSUMER
The Joyas Voladoras girl is a young woman
age 19-28. She is smart and creative, lives in
an urban area, and loves all things nature . She
loves the idea of doing good for the earth, but
doesn’t want to have to sacrifice style. She
reads foreign and indie fashion magazines and
websites, and always keeps up with current
trends. She would rather shop at a boutique
than in a mall, because each purchase feels
like finding a tiny treasure.

7. TARGET OUTLET
Joyas Voladoras will operate as a wholesale company, selling to contemporary boutiques and
specialty retailers around the New York City area. Target boutique districts include Soho, West
Village, Chelsea, and Lower East Side in Manhattan, and Williamsburg in Brooklyn. Target
specialty stores include Henri Bendel and Barneys. We hope to do business with stores that
operate as click and mortar entities, so the brand can begin to establish an online presence.
Our goal is to sell products nation wide in key urban areas, as well as in online specialty
boutiques. It is not in the interest of the brand to sell to big box or discount merchants, as it is of
high priority to maintain the image of Joyas Voladoras.
PRICEPOINT
Based on data from both the research survey and from the competitive analysis, Joyas
Voladoras will strive to keep jewelry under $100. Necklaces will be the most expensive due to
their elaborate concept.
 Necklaces
Single Chain - $25 - 50
Multi Layer - $75 – 100
 Bracelet
Bangle (wooden) - $25
 Bangle (enamel) - $35
Chain - $25
 Ring
Simple Metal - $25
Stone - $35
Semiprecious - $50
 Earrings
Post - $25
Dangle - $40
Semiprecious - $60
PRODUCT LAUNCH
Joyas Voladoras is set to launch in Spring of 2010 in the New York City area. The line will be
carried at numerous boutiques and specialty stores in Manhattan and Brooklyn.

8. After the initial launch, Joyas Voladoras will seek to expand product into the online market. The
goal is to also be carried in notable urban areas throughout the US.
Because the idea of eco-friendy jewelry is somewhat novel, the idea is to first test the market,
and ensure that consumers are receptive to items at their given price points before planning for
expansion.
TRENDS
COLORS
For spring and summer 2010, we see a very strong mix of colors. Reds and greens dominate,
yet the traditional shades are swapped for ones a little more unexpected, like a bright lime color
(380 C) and flamingo pink (191 C). The palette is balanced by the traditional pastel shades.
There is also a wide range of muted earth tones, such as a rose (695 C), avocado (4505 C)
and wheat (120 C).
The unique blend of saturated colors with pastels and mutes will allow any consumer to add a bit
of edge to her wardrobe. It also allows designers to play with their color palette without alienating
their existing customers or potential consumers.

9. RUNWAY
For spring and summer 2010, there is a strong use of color, including orange, lime green, and
pink. There is also a strong 70s influence with fringed bags and stacked bangles.
There are also many oversized necklaces.
MARKET TRENDS
The Doneger Group notes several key trends in expected consumer spending for Spring and
Summer 2010. Consumers will move away from “conspicuous” spending, such as heavily
branded bags or accessories, and instead purchase more costume jewelry.
There will be a rise in consumer preference towards co-friendly goods and products. There will
also be a trend toward fashion items made from natural materials, or for products inspired by
nature.

11. RELATED TRENDS
As evident from market study, and from simply watching the Spring 2010 runway shows, there is
a trend in clothing and accessories appearing “organic” and “green.” There is high use of natural
fibers, and of earth tones. Purchasing accessories is a quick and easy way for consumers to
remain stylish without having to revamp their entire wardrobes.
LAUNCH SEASON AND COLORS

12. The Joyas Voladoras customer is relatively youthful and urban, with an eco-conscious mindset.
Our line will consist of a combination of saturated colors as well as earth tones. The saturated
pinks especially fit in with Spring’s neon color trend, and will pique the interest of consumers.
The tones are also very fitting for the spring and summer seasons.
From left side down / right side down:
 Chrysthanthemum
 Silk Tree
 Boysenberry
 Sapling
 Robin /
 Sandstone
 Rosa
 Pampas
 Sky
 Leafling
TECHNICAL PROPERTIES
Joyas Voladoras strives to create quality merchandise at an approachable price point for target
consumers. Although we use recycled materials in the final pieces, we only purchase from
reputable companies.
OVERVIEW OF LINE AND STYLING
Because we want Joyas Voladoras to remain accessible to the majority of our target market, we
will not price items over $150 USD. We will offer "staple" items, including a pendant necklace, as
an easy entry point to the brand. The necklace will feature a single gold chain, with a pendant of
a nature-inspired item, such as a flower or a feather. This item will sell at retail for $50 USD. As
necklaces become more complex, price increases respectively due to the increase in material
costs. A multi-chained necklace with a flower accent will be the line's most expensive item,
retailing for $150. Joyas Voladoras also offers rings, bracelets, and earrings. Like the necklaces,
JV will offer entry point items, such as a simple bang ring with a pendant accent, a single chained
bracelet, and basic post earrings.
Joyas Voladoras will always have inspiration rooted in nature, but follows fashion and accessory
trends closely. While the majority of our products will be mainly metal, which we love the look of
naturally, we will include painted, stone, or fabric accents.

13. PAPILO
Style: 00001
Division: Jewelry
Size Category: AOS
Season: Spring 2010
Description: Double layer pearl and chain with
brass butterfly pendant
Merchandiser: R. Wright
Designer: R. Wright
Brand: Joyas Voladoras
Materials: Freshwater pearl; copper pendant;
brass chain link
Creation Date: 11 / 2090
Ship Date: 02 / 2010
MATERIALS UNIT QUANTITY COST
Pendant $4.88 ea. 1 $4.88 Cutting $0.50
Assembly $12.00
Chain $0.66 ft. 18 in $1.33
Packaging $3.00
Pearl $12.99 16 in. 16 iin $12.99
Shipping $4.00
Chain Extender $1.99 ea $1.99
Total $19.50
Brand Tag $0.50 ea $0.50 + Materials $41.19
MATRIALS COST $21.69 Markup = 50%
Total Retail Cost = $82.38

14. SIZING AND FIT
Necklaces can be worn from 16-20" long
(depending on where the clasp is placed at
the chain). The necklace to the left has a
similar length and style. This length seems to
make it feel younger and more on trend. Had it
been a longer length, it would almost seem
outdated or more mature.
The picture to the right shows a necklace
targeting a similar demographic with a similar
length.
The table below shows the measurements for
US ring sizes.
Inside Diameter Inside Ring Size
(Inches) Circumference
(Inches)
0.618 1.94 5
0.65 2.04 6
0.682 2.14 7
0.714 2.24 8
0.746 2.34 9
After researching many other retailers with a similar target age group (Free People,
TopShop, Urban Outfitters, J. Crew), Joyas Voladoras has decided to offer rings in
whole sizes from 5 – 9, with size 6 and 7 projected to be the most popular.

15. PACKAGING
All merchandise will be wrapped in unbleached, undyed organic tissue paper,
wrapped in bubble wrap, and placed individually inside of plastic bags. This will
prevent merchandise from being harmed in the shipping process.
Joyas Voladoras jewelry should be placed outside of a case on jewelry stands.
QUALITY ASSURANCE
At Joyas Voladoras, we strive to create products that the customer can wear
throughout the seasons. We request samples of our products months in advance of
full manufacturing to ensure that the product meets our expectations. We subject our
merchandise to elements that may be encountered in everyday life. Tests include a
pull test, to ensure that the product will not be damaged from a light tug; a snag test,
to ensure that the jewelry won't damage hair or clothing; and element test, to ensure
that jewelry can withstand natural elements and sunlight; and a weight test, to ensure
that the product can be worn comfortably throughout the day.

16. CREDITS
Images 1,2,3 – Solve Sundsbo
http://www.artandcommerce.com/AAC/C.aspx?VP=SlideShow_VPage&IAPA=1&STY=A&L4=2U1XC58IT3P1&
L5=2U1XC58ITO0W&L6=2U1XC58ITITI&XX=Artists
6 – Tim Walker
http://www.timwalkerphotography.com/
8 – Pantone Color
http://www.pantone.com/pages/products/product.aspx?pid=757&ca=4
9 - All runway photos from Style.com
10 – Doneger Group
http://www.doneger.com/web
14 - The Glamourai
http://theglamourai.blogspot.com/
Jewlery Supply. Roseville, California. http://www.jewelrysupply.com/.
Rings and Things. http://shop.rings-things.com/cart/pc/viewPrd.asp?idcategory=590&idproduct=14128
JewelTec – Manufacturing and Consulting. http://www.jeweltec.com/v