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The Dream

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Submitted By nasrasuli
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1.0 Executive Summary
Company Profile Summary
Adornya understands that all jewellery is a form of self-expression, allowing women to differentiate themselves. Adornya creates one-of-a-kind products by reinventing old trinkets and used jewellery into new contemporary earrings, necklaces, and bracelets. Although each piece is unique, all pieces share a connection to the history of Nova Scotia. Each piece’s history is shared in the product description accompanying each piece of jewellery.
Adornya will focus on the Halifax area selling products at the Halifax Seaport Farmer’s Market. Adornya is owned and operated by Olivia Archibald. Miss Archibald is a recent graduate of the Nova Scotia Collage of Art and Design and has taken courses in metalsmithing and jewellery design adding a layer of skilled craftsmanship to the construction of each piece.
Market Research Summary
The jewellery industry has remained relatively unchanged over the last two decades. Jewellery is successfully sold by a mix of large national chains, regional franchises, smaller independent retailers and individual artisans selling online. According to the Global Gems and Jewellery Market Forecast and Opportunities, 2018 the global market will continue to see increases in jewellery sales overall due to the rising disposable incomes and changing lifestyles. The industry is set to experience strong growth over the coming years. With the diversity of products available and the proliferation of potential sources, creating a niche will be important. Adornya is targeting recent college and university graduates and young professionals with household incomes of $50,000 - $65,000.
Marketing Summary
To date, Adornya’s brand has grown through word of mouth referrals from current customers wearing the pieces. Adornya’s key marketing strategy will be to expand awareness of the products beyond their existing

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