branding GRAMMAR: marketing an emerging brand
branding GRAMMAR: marketing an emerging brand
GRAMMAR is a young jewelry line on the verge of expansion.
GRAMMAR is a young jewelry line on the verge of expansion. Read more
Make it a Handmade Holiday!
With a pledge, you choose an original, handmade piece of jewelry!
With the holidays right around the corner, that's a WIN/WIN! You have so many options out there when it comes to gifts. By investing in this project, you'll check someone special off your shopping list AND get the satisfaction of supporting a small, handmade, woman owned business. You get it & I got your back. I'm shipping rewards by December 20! Keep reading to get to all the jewelry options, but please slow down to check out the INCREDIBLE art & design professionals that I'll get to work with if you help fund this project!
Hi, my name is Sarah Abend and I founded GRAMMAR, an emerging jewelry line, in October 2015. The line has been exhibited at various events throughout the midwest with hundreds of sales made. I've enjoyed sharing the brand & my story and look forward to sharing it with more.
Testing customer interest for the past two years, GRAMMAR has been designing & creating distinctive, art inspired jewelry for conscientious people who are passionate about leading ethical lives while supporting small businesses (more about this below). In small batches, the centuries old technique of ceramics is used to create pieces that satisfy the desire for design, innovation and individuality. Materials to make the product are locally sourced, from Michigan, Indiana and other parts of the United States. GRAMMAR is mindful of resources and is currently in research and development to become 100% environmentally sustainable by 2020.
Here's the Problem.
The brand is at a crucial point for growth. The business needs to expand its reach to new customers. In order to do that, I need to better position the brand for online sales and marketing to boutiques. How will I do that?...
Here’s the Plan.
First - An Opportunity to Meet New Customers. This is BIG (jumping for joy!)... GRAMMAR has been selected to exhibit at the POOL Tradeshow in Las Vegas, February 12th -14th, 2018. POOL is a juried collection of emerging brands and is where boutiques go to scout new talent. The cost to exhibit is budgeted in this campaign.
Second - Improve Brand Appearance. In order to become better aligned with its mission and vision, GRAMMAR needs to employ art & design professionals to help with graphic design, photography, styling and much more. I’ve found individuals who will help me do just that, and I can’t wait to tell you about them below!
I've paid deposits on the trade show booth space and photography to secure placement. Please see the budget chart below for more information.
Here's Why YOU are Needed!
I'm going to get a little personal for a moment... Two years ago, I started over. I left a part-time job as an art teacher, because of cuts to the program and, bottom line, I wasn't being paid nearly enough for the amount of work I was doing. I usually exceeded full-time hours, leaving little to no time for my craft. With that amount of effort, I realized it was time to be my own boss.
My primary training is as an artist, with skills in metalsmithing, sculpture & fashion design. I've discovered that my #1 talent is designing and making. If I'm not creating, I'm not thriving. I've made sacrifices and worked hard to follow my ultimate dream of creating a jewelry line. Two years ago, I used my savings to lay the groundwork for the company. Now, building capital for major growth is a challenge... this is where YOU come in!
Your pledge to support this project, will help fund costs to prepare for and exhibit at the POOL Trade Show AND fund the branding, photography, styling and much more needed to properly represent the brand. In exchange for your pledge, you choose from a variety of rewards pictured below (keep scrolling!).
Up until now, GRAMMAR has been 100% owner funded. In order to meet expansion goals, GRAMMAR needs to secure funding. It’s difficult to secure a bank loan for a small, start up business like mine. That's why raising money through crowdfunding is genius. It gives people (you!) the power to make things happen while giving backers (also you!) a behind the scenes look into the process.
The Art & Design Team:
Phyllis Sa, Laur Nash & Aarika Lauryn are the art & design professionals who will help me design a cohesive, impactful appearance for the brand. As a woman in business, it is a strong part of my mission to support other women in business. Click on their bios for more info and examples of their work.
Choose a Reward!
In exchange for your pledge, you’ll select from a variety of rewards, pictured below. Each price is the minimum amount needed for the reward, BUT you are welcome to pledge more! Final selections are made on the right side of this page. Enjoy browsing! I look forward to making this project come alive with your help. Below, is a size reference chart & link to videos featuring the options.
Simple Stud Earrings - $25 pledge.
To see a live example, click here.
Mint Dangle Earrings - Exclusive! - $55 pledge. Featured on Sarah in the project video above!
To see a live sample, click here.
Quad Form Pendant Necklace - $60-$80 pledge. You'll choose 1- A Size (Mini, Standard or Grand), 2- A Shape (Original, Arrow or V) & 3 - A Color. Right now, all you need to choose is a size. You'll choose a shape & color when the project is funded!
To see a live example, click here.
Long Pendant Necklace - $90 pledge. You'll choose a shape & color when the project is funded.
To live examples, click here.
A Custom Design Necklace - $350 pledge.
Work with Sarah to design a one-of-a-kind, statement piece. The design must be within the parameters of GRAMMAR's design aesthetic. We'll start with your ideas and preferences and work together to create something truly unique! The timeline for delivery of this work will be in spring 2018. We'll get started once I return from the POOL Tradeshow in February. The process should take 3-6 weeks, depending on the design.
A Ceramics Class with Sarah! - $900 pledge.
This reward is ONLY available to Friends & Family. How fun would this be?! Gather up to 10 family members and friends for a tailored, beginner techniques class in ceramics!! Includes 2 sessions & materials. More details in reward description on the right side of this page, under "Support this Project".
Size Reference Chart
For videos featuring the options, click here.
Below is a breakdown of all the costs to complete the plan. If you have specific questions about the budget, please send inquiries to firstname.lastname@example.org
I have made deposits toward the photography, hair & make up artist and for the POOL trade show booth fee, in the amount of $900. I have included the amounts in the stretch goal.
Again, the main goal of this project is to fund branding development, styled photography and attendance to my first trade show. Your reward for supporting it, if you choose, will be a beautiful handmade piece by GRAMMAR. ~ Sincerely, Sarah Abend
Giving Back: GRAMMAR would also like to help support the crowdfunding community by supporting and funding other kickstarter campaigns. If this campaign is successfully funded, GRAMMAR will commit to giving a percent of profits to another campaign. Find out more on >> https://kickingitforward.org
Thanks for your support! If you have any other questions regarding this project, please email email@example.com
Risks and challenges
There are 3 (very low) risks related to this project:
1- Your Risk - Your Reward Delivery.
I'm confident in the deadline for a shipping by December 20, 2017.
In order to meet this deadline, I will be producing ample bisque pieces (bisque means, blank with no color) for order fulfillment during the pledging period. Once the project is funded, I'll only need a 2 week period to complete glazing and assembly. The ONLY delivery delay risk is if a sudden repair is needed to the kiln. In this case, which is rare, delivery will be delayed 2-3 weeks.
2- Branding with Phyllis Sa
I am also confident in the timeline for delivery on work from Phyllis. She has a 6 week work and delivery period. After I receive her work, this will leave me with at least 4 weeks to complete & receive print orders (cards, signs, etc.) and make a few updates to the website before the trade show.
3- Photography -
We currently have a date scheduled for the photo shoot. The only risk, although very low, to the shoot is a sudden need for rescheduling due to illness, etc. Final images will be received within 6 weeks, which leaves plenty of time for print orders and updates to the website before the trade show.
This will be one of the most exciting parts of this process for me! I LOVE productions.
The risks above are based on a completed pledge campaign date of December 1, 2017
- And, of course, I will keep you posted on the progress of everything!
Sarah w/ GRAMMAR
- (30 days)