Safe SilverCaroline HinmanKaitlyn Turkett

Morgan Gatzemeyer

Jewelry that won’t let you down

Safe Silver • Necklace & Rape Whistle– Safety tool– Fashion statement

• Both Safe and Stylish• Can be Silver, Bronze, Gold • Two different shapes– Circular and Bar shape

Brand Overview/Brand Value Proposition

• Sleek, Sophisticated, eye catching, dainty

• Function: Fashion statement and safety tool

• Emotion: Reassurance of Safety• Self Expressive: Ability to be in

control but still be inconspicuous

Jewelry that won’t let you down

Competitor AnalysisJewelry• Pandora

– Hand Finished modern jewelry

– Price: $40-$300• Alex and Ani

– All types of jewelry– Crafted in America– “Charity by Design”– Price: $30-$80

Anti Rape Products• Apps

– Anti-rape App• Clothing

– Buckle• Whistle

Target Market• 16-22– “Ready-for-anything Tyro”

• 23-27– “College Educated Extrovert”

• 28-34– “Conscientious Trendsetter”

Positioning• Combining Safety and Jewelry to

ensure piece of mind • Stay up-to-date on fashionable

trends for young girls• Seen as safety net

Product Strategy• Three product lines– 1: Traditional– 2: Celebrity Designers– 3: Customized monogrammed necklaces

Price Strategy• Between $30-$40• Can range a little bit higher: $80-

$100 depending on design• Money we make, a percentage will go

to charities for Rape Victims

Place distribution• Accessible channels• National Distribution

Promotion• Intense advertising campaign• Social media• Celebrity partnerships• Colleges/Universities– Product placement where appropriate

Jewelry that won’t let you down

Expected Outcomes• Growth– Spread Awareness– Sales

• New trend• More Designer Partnerships• To make the world a safer place

Potential Risks/ Contingency Plan

• Problems– Lack of interest– Keeping up with trends– Legal Issues– Gaining trust of potential partners– No control over customization

Safe Silver

Jewelry that won’t let you down