Executive Summary

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 haute 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 etrusted to the local french factories responsible for such houses as Dior, Chanel, and Hermes with alternative factories in Vietnam and India for the construction of simpler items such as silk t-shirts,these factories are owned by Selfridges, the London based department store and memeber of Arcadia Group.. From theis point the garments are shipped to the buyers and payments are made within 60 days onthe average, the norm being 30 days...

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 China and Russia entering the shopping malls, boutiques and department stores of the world each year, 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 to keep the expenditures and European 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.

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, Hermes and Jean-Louis Scherrer.

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 on quality control before shipping.

THE MARKET

The Jewell label is entering directly into the international sales through the International fashion trade shows of Shanghai, Tokyo, New York, Paris, Moscow, Sao Paulo, Milano and London. 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 largest consumer economic markets Japan, the USA, Europe, Russia Dubai and Brazil 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, studying 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 to expand with the purchase of factories, 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 direct competition with Paul Smith, Marc Jacobs 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 10 million Eurosto establish the label and maintain the basic functions for 7 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 thebi-annual 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 silk jeans, or red satin shimmering gown with purple, green and golden hand blown glass beads from Murano, Italy..
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.

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 France and secondary manufacturing in Vietnam and India, and international fashion journalists in both television and print ready and willing to give the collection attention in many media avenues (NBC, A.P., Vogue, ELLE, Tattler, NHK, International Herald Tribune, Fashion TV).

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.


ANALYSIS OF COSTS

Our initial target mark-up will be 200%, with a gown or suit fabricating at 200-600€, we can sell at 600-1,800€ and stores mark-up at another 50-100% selling at 850-3,200€, our competitors sell gowns and suits at 900-5,200€.

FINANCING STRATEGY

Our requirements for start-up capital are as follows:

Attached 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

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:

12 months 5 years

Showroom atelier rent 40.000€ 200.000€
Telephone/internet 5.000€ 25.000€
Office Supplies 10.000€ 50.000€
Furnishings 20.000€ 5.000€ replacements
Electricity 5.000€ 25.000€
Reserve 25.000€ 150.000€
Social Charges 250.000€ 1.500.000€
Salaries 200.000€ 1.000.000€ + commissions
Salons & travel 200.000€ 1.000.000€ + 2 salons
Design Assistant 20.000€ 120.000€ + raise

Federation P.A.P/URSSAF 10.000€ 50.000€
Public Relations 100.000€ 500.000€
Fashion Shows 200.000€ 1.000.000€
Prototype fabrication 200.000€ 1.000.000€
Delivery 200.000€ 1.000.000€


ABOUT R. KEVIN JEWELL

Experience

Atelier Jewell - Paris, France
Proprieto
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
Beau Monde School of Design
University of Oregon

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, Lonnie Gordon, Jocelyn Brown, Debbie Harry, Kylie Minogue, Cyndi Lauper 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 Venezia International Film Festival.