AFFINITY PDF

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What is the name of your brand?

Affinity. Affinity represents not only our customers’ relations with our employees but

also with the products we create. We want our customers to feel like they are part of

the community, and that is what ‘affinity’ means to us.

Who is/are your stakeholders (audiences)?

We welcome all customers but we have a special focus on our designers and creators.

They are our primary targets—they produce what the customers’ love. They are

typically young men and women, around 18 to 30, who are underprivileged

economically. Affinity helps our employees find a better place in life, whether they are

former prisoners or just high school or college dropouts, we look to inspire them and

radiate that inspiration to our secondary audiences—our customers. These customers

are mostly young men and women 16 to 25 years old, but all ages are encouraged. We

welcome anybody who enjoys affordable and uniquely designed jewelry.

What is your Brand Platform?

Vision:

We visualize and dream of a closeness, an affinity, between the sellers and buyers of

‘Affinity’ products. We want the customer to thrive from a product created by

someone who is just like him or her – whether they are the same age as the designer, or

have a mutual interest in jewelry or motivation. The designers and makers of the

jewelry, who are teens or young adults who are rebuilding their lives through this

company, aim to use their creativity and business technique to sell a product that gives

people just like them motivation for the future. Through the art of jewelry (whether it be

watches, necklaces, or bracelets), we are focused on designing and creating products

that will make our customers happy, while simultaneously helping individuals who have

lost their way gain the skills, confidence, and motivation that can help them successfully

rebuild their future. We hope that once the customer receives their uniquely designed

piece of jewelry, they also learn the story of the person who created it. Our goal is to

form an affinity, or a mutual understanding between the customer and the maker.

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Mission: At “Affinity” we stress the importance of giving people the opportunity to

rebuild their lives and succeed again by offering them the opportunity to learn trade

and business skills that will exceed a lifetime. We pride ourselves on giving our

employees the power to educate themselves, inspire others, and become successful.

Our company sets us apart from others because we believe in second chances for those

who have been turned down before. We encourage our employees as well as our

buyers, through the art of jewelry, to never give up on having a dream. We believe our

product will encourage our audience to feel motivated and uplifted – not just by the

motivational message that each piece of jewelry includes, but by their peers who did

not accept failure as an option.

Values:

Our values include, creative design, safety and an active lifestyle.

-Creative Design: We want our product is a token of inspiration that will be sustained

for a lifetime. We value creative design because want our employees to always be

thinking of innovative ways to design the products in a way that will continue to inspire

people. To do this, they must think creatively—outside the box. We encourage

employees of our company to be creative in the colors and shapes they use to design,

but in the words they choose. Design is also important to our customers because we

believe the better the design of our jewelry, the better the quality and sentimental

value. Creativity leads to a unique and fun product, that we hope sets us apart from

other companies.

-Safety: We like to think of Affinity as the safest possible environment for our

employees. We believe by giving under-privileged people a safe employment

opportunity and a safe place to work, we are protecting them from physical and mental

harm. We believe by encouraging former prisoners to work for us, we are keeping them

safe from recidivism by providing them with reasonable pay, and preventing them from

returning to their old ways by being focused on their work for Affinity

-Service: Our greatest value is service to our employees and customers. We believe

that customer service is the most crucial aspect of a successful company, because if the

customer is not happy, either are we. We provide service to our employees with the

opportunity to rebuild their lives rather than hitting rock bottom. We help them create

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business and design skills that will open doors in their futures. We like to provide

service to our customers by giving them the most thoughtful, motivational designs we

have. We encourage feedback from our customers on how we can better service them

and train our employees on how to cater every customer’s needs.

Behaviors:

-Pride: We take pride in our work and our workers, and we intend for all of our former

prisoners and school dropouts to be proud of each other for taking a step forward

rather than backward. Affinity also wants our customers to be proud of our employees,

who took the opportunity to make a career for themselves that did not require school.

We also take pride in our work, which we believe is unique from any other jewelry

company because of our social mission and values.

-Personable: We are personable with our customers because we are relatable. We

believe being personable and friendly is a big part of customer satisfaction.

-Influential. We influence our audience with our own personal experiences and we hope

that we can help them get through similar, difficult situations.

Positioning: What You, Inc. wants stakeholders to think and feel about the brand

Affinity wants stakeholders feel transformed and motivated. We want to inspire

ambition in our stakeholders, not just in the quotes we provide for them, but just by the

stories of our workers, who are have been inspired to live their dreams and not give up.

Brand personality: How would you describe the personality of You, Inc.’s brand?

Affinity tends to have personality traits that reveal creativity, hope, and reception

-Creativity: The Company itself is successful mostly because of the creative aspect. We

are always thinking of ways to create something beautiful that will inspire others to want

our products. We also believe that recruiting and training young adults in need is a

creative way to keep them out of trouble.

-Hope: Hope is another important attribute of Affinity and what we stand for. We would

not exist without hope. Our workers all show exceptional amount of hope for the

future, not jus for the brand but their own personal lives

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-Reception: Lastly, we are receptive of one another and encourage our audience to be

receptive and motivated by the creators and designers of our products. Affinity does

not promote judgmental attitudes

Brand Identity:

Colors:

The colors for Affinity are green and yellow. These colors were carefully selected be

assure gender neutrality, and they represent a sort of “earthy” tone. Green is our main

color, which represents growth, as well as renewal and rebirth. Affinity strongly

encourages rebirth, or a second chance to the workers of the company who have either

dropped out of school or chose not to go to college. We also use yellow to stimulate

happiness and hope, which are strong advocates for.

Images:

(http://www.polyvore.com/live_life_you_have_imagined/thing?id=60903608)

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(http://www.ebay.com/itm/MOTIVATIONAL-POSITIVE-QUOTES-SOLID-THICK-

STAINLESS-STEEL-SHINE-BALL-CHAIN-

/331143272839?pt=Fashion_Jewelry&hash=item4d19ad5987)

(http://www.businessihub.com/earn-through-jewelry-instruction-business/)

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(http://www.accademiariaci.info/academics/spring-program/)

The first image shows a necklace with an engraved, eye-catching font that is telling the

customer to “live the life they imagined” which basically means that they should never

hold back. This message, of course, is coming from the creator of the product, who by

successfully making jewelry is not holding back or giving up either. The second image

is another motivational quote, more centered towards men. It basically means do not

be afraid to put your heart and soul into whatever you do in life, and that message can

be directed at both the customer and designer of the product. The last two images are

a man and a woman, who are being shown in the creative process of designing the

actual jewelry. These images show how closely we pay attention to detail at Affinity.

Logo:

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The logo is half green and half yellow on a simple flower with the word “Affinity” at the

bottom. It catches attention because of the duality of the colors and just by looking at

the logo, the word “Affinity” should automatically come to mind. There is also a brown

color to bring the yellow and green together.

Tagline: Create - Relate - Evolve

Boilerplate:

Affinity started out small in Baltimore, Maryland which is where the incorporation’s

headquarters is currently located. Lauren DiGiglio, current CEO, founded the company

in 2007. Affinity offers affordable, quality jewelry that supports those who had previously

lost their way. We value education that does not require a classroom. We make

designers and businesspeople out of young adults who did not think they could

succeed in life. We take those with little motivation and inspire them to create a

successful life on their own—one to be proud of. Find out more information about

Affinity by visiting our Facebook page at: www.facebook.com/AffinityJewels or follow us

on twitter at @Affinity_Jewels or visit out website to learn more about how we find out

employees: www.theaffinityproject.com

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Lauren!DiGiglio!.!Chief!Executive!Officer!!

Lauren!is!the!CEO!of!Affinity,!which!she!founded!in!2007.!Lauren’s!

inspiration!for!the!company!was!motivated!by!brands!such!as!Alex%and%Ani.!However,!Affinity!has!worked!hard!to!convey!a!clear!social!message!that!sets!us!

apart!from!others—because!at!Affinity!we!are!committed!to!improving!the!lives!of!

those!who!have!ever!been!socially!neglected.!Our!CEO!has!always!been!passionate!

about!motivating!people!through!a!different!perspective.!!Lauren!wants!to!share!her!

enthusiasm!with!our!audience!at!Affinity.!!She!is!passionate!giving!others!a!second!

chance!at!life.!

!

Lauren!was!named!as!one!of!Forbes!“30!People!to!Watch!Under!30”!in!2006.!!

She!earned!her!MBA!from!the!New!York!University!where!she!later!received!the!

Tisch!School!of!Arts!Alumnus!Award.!!Before!that,!she!received!an!undergraduate!

degree!from!Loyola!University!Maryland,!where!she!specialized!in!Public!Relations!

and!minored!in!Political!Science.!During!her!time!at!Loyola,!Lauren!spent!a!lot!of!

time!learning!how!to!build!and!market!brands.!!She!began!working!with!the!Prison!

Fellowship!foundation!in!2005,!and!after!just!a!few!years!with!the!company!became!

president!of!Marketing!and!Media!Relations.!!Working!with!former!prisoners!gave!

Lauren!the!inspiration!to!start!up!a!company!that!would!accept!and!hire!these!

people!in!need.!!In!2007,!that!dream!became!a!reality!and!Affinity!was!established.!!

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Subject(Line:(Affinity(has(a(brand(new(product(coming(that(was(designed(entirely(by(a(former(prisoner!(((Dear(Ms.(Friedman,(([email protected])((Did(you(know(that(it(is(proven(that(people(released(from(prison(that(hold(jobs(in(the(community(are(less(likely(to(recidivate,(especially(when(earnings(are(above(minimum(wage?(My(name(is(Jenna(Perrino,(the(Media(Director(for(Affinity(and(I(have(been(an(avid(reader(of(your(fashion(editorial(in(the(New(York(Times.((I(love(all(of(your(work,(but(I(particularly(enjoyed(last(week’s(article(titled(“Narciso(Rodriguez:(Never(at(a(Loss(for(Sneakers.”(Like(myself,(Narciso(finds(inspiration(through(watching(the(constantly(changing(fashion(trends.((I’ve(noticed(that(many(of(your(articles(talk(about(creativity(in(fashion(and(design,(which(is(one(of(the(most(important(values(of(Affinity.(We(are(creative,(unique(people(making(creative(and(unique(jewelry!((We(are(having(an(event(on(October(11(at(noon(in(Central(Park(at(14(East(60th(Street(to(launch(our(brand.(As(part(of(the(event,(we(will(be(featuring(our(newest(bangle(bracelet(called(“Give(Thanks.”((The(event(will(be(a(fun(meet\and\greet(session(with(our(artists,(who(are(all(either(high\school(dropouts,(college(dropouts,(and(former(prisoners(who(came(to(us(to(rebuild(their(lives.(At(the(event,(there(will(also(be(samples(of(our(best\selling(products,(which(include(men(and(women’s(engraved(necklaces(and(our(“Charity”(bangle.((Piper(Kerman,(author(of(Orange'is'the'New'Black,'will(be(there(as(well(to(talk(about(her(transition(from(prison(to(freedom.(I(will(be(there(along(with(ten(of(Affinity’s(creators(and(designers,(including(the(designer(of(the(“Give(Thanks”(bracelet.((I(would(love(for(you(to(join,(and(I(also(believe(that(your(readers(would(appreciate(learning(about(this(new(fashion(statement(that(simultaneously(improves(the(lives(of(former(prisoners(and(school(dropouts.((I(am(confident(that(your(readers(and(followers(will(feel(moved(by(the(stories(and(motivational(designs(from(Affinity’s(artists.((Being(that(fall(is(here,(Affinity’s(designers(decided(to(name(the(bracelet(“Give(Thanks”(for(a(Thanksgiving(theme.((We(hope(that(it(reminds(our(audience(who(and(what(they(are(thankful(for(this(year.(The(bracelet(is(a(perfect(fall(fashion(statement(because(it(has(feather(features,(which(are(especially(trendy(this(season.((I(think(“Give(Thanks”(would(be(a(perfect(statement(for(you(to(incorporate(in(your(style(blog!((If(you(are(interested(in(attending(or(would(like(more(information(about(Affinity(and(what(we(do,(please(contact(me(at(732\865\6325(or(email(me(at([email protected].((Affinity’s(artists(are(always(available(and(open(to(interviews.(Thank(you(for(your(time!((((((

Hi(Vanessa,(I(am(Jenna(Perrino,(the(Media(Director(for(Affinity.((I(have(read(your(weekly(fashion(and(style(articles(for(the(New(York(Times(and(follow(you(on(Twitter.((I(find(your(writing(to(be(very(uplifting(and(creative,(something(that(our(brand(has(in(common(with(your(work.(We(are(having(an(event(to(launch(our(brand(on(October(11(starting(at(noon(in(Central(Park.((I(will(be(there(along(with(many(of(Affinity’s(creators(and(designers(who(have(amazing(stories(to(share.((Affinity(is(also(having(Piper(Kerman,(author(of(Orange'is'the'New'Black,(come(talk(about(her(experience(in(prison(and(how(she(overcame(obstacles(of(life(after(prison.((At(the(event,(we(will(also(be(promoting(our(newest(bangle(bracelet(“Give(Thanks”(which(would(be(an(excellent(item(to(include(in(your(Fall(Fashion(Guide(because(of(it’s(Thanksgiving(themed(title(and(feather(features.(Here(is(my(business(card,(let(me(know(if(you(have(any(questions.(Again,(I(would(love(to(see(you(there.((I(will(be(in(touch(with(you(in(a(couple(days(to(see(if(you(will(be(joining(us.((Thanks(and(have(a(great(day!((

SEO Keywords

engraved

bangle

jewelry quotes

handmade necklace

handmade silver jewelry

jewelry company with social mission

personalized motivational jewelry made uniquely for men and or women

employment after prison

engraved (average monthly search is 8,100 with low competition)

bangle (average monthly search is 18,100 with low competition)

jewelry quotes (1,600 average monthly searches, low competition)

handmade necklace (monthly search 880, competition is low) “handmade jewelry” was not a good option because it had 18,000

monthly views but very high competition.

handmade silver jewelry (competition is medium, monthly searches

1,000)

personalized motivational jewelry made uniquely for men and or women

(these keywords grouped together had very low competition and narrowed down very specific results such as “Etsy men jewelry” or

brands such as “Things Remembered”)

Employment after prison (low competition, avg. monthly search 110) (”jobs for ex prisoners” had a high competition)

Competitors

Alex and Ani: Charity by Design + Friendship Bracelets Pandora: Charm Bracelet + Sterling Silver Jewelry

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Located at 300 5th Avenue, between 18th and 19th Street New York, NY

10001 Contact Information: Customer

Service (212)-518-4174 • For Retail Inquiries: (212)-583-8840 • Fax: (212)-

865-6325 • Email: [email protected]

OUR STAFF • Affinity was founded by Lauren DiGiglio in 2007, who opened the first

store in Manhattan, New York • After working with Affinity for one year, we ask our employers where

they think they would be if they had not started working with our company. 71% said they would probably be back at prison and 25% pictured themselves unemployed, and almost all of them claimed they would be depressed if they hadn’t gotten an opportunity to work for a company like ours. • We have applications on our website for anyone to apply. We have

never turned anyone down. • Affinity, as of 2014, has 8,000 dedicated employers. Some work

independently, some work in store, and some manage our stores. • We invite those who are inquring about a job with our company to visit

our corporate office in Manhattan. We then interview them to find what their goal within the company will be and their long term life

goals that they hope to achieve. We then train them in the following areas:

o Jewlery Design o Sales

o Marketing and Advertising o Social Media Production

o Management

Our Employees

Former Prisoners

High School Dropouts

College Dropouts

Our employee demographic is as follows:

OUR PRODUCT • We import more silver than any jewelry company in the

United States • Affinity uses recycled metals from local mills and

refineries, all produced in the United States. • Our jewelry uses gemstone and other materials such as

amber, coral, and beads. Some of our products are made with copper.

• Diamonds are our favorite stone - Diamonds worn in ancient times were believed to promote strength and

courage • You can find out products online at our website

(www.affinityproject.com) or at our 24 locations at stores in NY, NJ, CT, MD, CA!

• Affinity sells men and women’s jewelry in gold or silver. When purchasing our watches, necklaces, rings, bracelets,

or dog tags you have the opportunity to choose a motivational quote for your product.

OUR AUDIENCE- YOU!

• Since our startup in 2007, we have had 16,000 people subscribe to our email subscription list, which offers

discounts and coupons for loyal customers.

• Our website hit 1 million views in just the 2nd week it launched.

• We are dedicated to excellent customer service and will go above and beyond for our customer, which is why we offer

quality products and free shipping for each customer’s convenience.

To find out more about who we are and our social message visit our website at

www.Affinityproject.com or to see our latest trends, follow us on Twitter at @Affinity_Jewels

or ‘Like’ us on Facebook! https://www.facebook.com/Affinity_Jewels

Affinity is hosting our first launch event of our newest, exclusive products. At affinity, we visualize and dream of a closeness, an affinity, between the seller and buyers of ‘Affinity’ products. We want the customer to thrive from a product created by someone who is just like him or her – whether they are the same age as the designer, or have a mutual interest in jewelry or motivation. This is why we are promoting this event, which will feature our newest bangle bracelet.

[Date and Time]

WHO

(xxx)yyy-yyyy

Media Advisory

300 5th Avenue New York, NY 1001

www.affinityproject.com

WHAT

Chief Executive Officer, Lauren DiGiglio and Affinity’s local New York designers including Brian Curcio, Patrick Fry, Alexa Dicunzolo, Sasha Campbell and Matt Marsh.

Behind the scenes look at how our jewelry is made, and a look into the stories of each of our creators, their journey, and what led them to Affinity. We invite guests to come celebrate positivity, creativity and confidence, which we deeply emphasize in our brand. There will be meet-and-greets for opportunities to talk to our hardworking employees, and a raffle to win a $100 gift card to use on any Affinity product!

WHEN

WHERE

October 11, 2014 | at noon

Central Park - 14 East 60th Street New York, NY

WHY This event will educate those in need about the opportunity of life after prison. Did you know that 700,000 people are released from United States prisons every year? Affinity hopes that this launch and meet and greet event will reach those people who are hungry or homeless and inspire them to build a hopeful, bright future through our brand.

For more questions or details about the event, contact our media consultant: Jenna Perrino (732)-865-6325 or email [email protected]

*Event is rain or shine. Space heaters will be there for guest convenience if the weather permits it.

*Free parking passes will be given out at the event for the parking garage on 59th street next to the park. Restrooms are located on the north entrance of 61st street to the park.

Media&List&!

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Type% Name% Title% Address/Website% Phone% Email%Print-New&York&Times&

Vanessa&Friedman&

Fashion&Director&and&Editor&

428&Eighth&Avenue&between&40th&and&41st&Street&New&York,&

NY&10014&

212-918-4242&

[email protected]&

Television&–&WABC-TV&

Camille&Edwards&

News&Manager& 7&Lincoln&Square&&New&York,&NY&10023&

917-260-7000&

[email protected]&

Radio-Z100& Sharon&Dastur&

Program&Director& 32&Avenue&of&the&Americas&New&York,&NY&10013&

212-377-7900&

[email protected]&

Online&News-NY&Daily&News&

Richard&Cohen&&

News&Director& www.nydailynews.com&&

Hot&topics,&local&New&York&news&coverage,&fashion,&

sports,&entertainment&news&

212-482-2175&

[email protected]&

Social&Media-Annie&E.&Casey&

Foundation&

Norris&West&

Director&of&Communications&

www.twitter.com/EACFnews& 410-547-6660&

Aecf.com&

300#5th#Avenue#New#York,# ## # www.affinityproject.com#New#York#1001###October#23,#2014#FOR#IMMEDIATE#RELEASE#

##

AFFINITY#LAUNCHES#NEW#ENGRAVED(BANGLE#AT#EVENT#IN#CENTRAL#PARK#WITH#SURPRISE#GUEST#

Affinity#featured#their#new#handmade(bracelet#“Charity”#and#Mayor#Bill#De#Blasio#was#there#to#help#promote#it#

#NEW#YORK–#Affinity,#which#is#a#jewelry(company#with#products#designed#

and#created#entirely#by#former#prisoners#and#school#drop#outs,#had#a#big#turnout#at#their#first#ever#launch#event#in#Central#Park#last#week.##The#event#consisted#of#meetZandZgreets#with#ten#of#the#company’s#designers#and#creators,#the#launch#of#Affinity’s#new#bangle(bracelet,#a#speech#from#Piper#Kerman,#and#a#SURPRISE#appearance#from#Mayor#Bill#De#Blasio.##

##Lauren#DiGiglio,#CEO#and#founder#of#Affinity,#said,#“The#event#was#an#amazing#way#for#our#employees#to#make#their#voices#heard.##Their#stories#are#incredibly#inspiring#to#our#audience,#and#they#are#the#reason#Affinity#is#doing#so#well.#Over#1,000#people#showed#up#and#I#could#not#be#happier#with#Affinity’s#ongoing#success.##In#the#few#days#since#the#event,#our#new##‘Charity’#bracelet#that#we#launched#is#already#our#best#selling#item”#

#Piper#Kerman,#author#of#Orange'is'the'New'Black'and#board#member#for#the#

Women’s#Prison#Association,'came#and#spoke#about#her#time#in#prison.##Kerman#also#explained#the#rough#transition#of#life#after#prison:#“In#some#ways,#it#is#easier#to#be#a#setting#like#prison#because#there#is#a#sense#of#community.##You#have#friends#there,#and#you#build#relationship.##Once#you#enter#back#into#the#free#world,#you’re#completely#alone.##You#realize#the#world#went#on#without#you#for#the#whole#time#you#were#Pictured' above:' Mayor' De' Blasio' talking'

with'two'of'Affinity’s'designers'#

gone”.##The#message#really#resonated#with#Affinity’s#employees,#who#are#all#former#prisoners#and#school#drop#outs#and#know#what#it#is#like#to#be#completely#alone#or#unemployed.##Thankfully,#Affinity#saves#the#lives#of#these#people#and#helps#them#rebuild.#At#the#event,#special#guest#Mayor#Bill#De#Blasio#got#up#and#said#“It’s#true#what#they#say,#if#you#can#make#it#here#in#New#York,#you#can#make#it#anywhere”.###

#Affinity#started#out#New#York,#N.Y.#which#is#where#the#incorporation’s#

headquarters#is#currently#located.##Lauren#DiGiglio,#current#CEO,#founded#the#company#in#2007.#Affinity#offers#affordable,#quality#jewelry#that#supports#those#who#had#previously#lost#their#way.##Affinity#values#education#that#does#not#require#a#classroom.##Affinity#makes#designers#and#businesspeople#out#of#young#adults#who#did#not#think#they#could#succeed#in#life.##Our#company#takes#those#with#little#motivation#and#inspires#them#to#create#a#successful#life#on#their#own—one#to#be#proud#of.#Find#out#more#information#about#Affinity#by#visiting#our#Facebook#page#at:#www.facebook.com/AffinityJewels#or#follow#us#on#Twitter#at#@Affinity_Jewels#or#visit#out#website#to#learn#more#about#how#Affinity#recruits#employees:#www.theaffinityproject.com###

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Media#Contact##Jenna#Perrino#732#858#3729#

[email protected]##

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300"5th"Avenue"New"York, "New"York"10001""""""""""""""""""""" " " " www.affinityproject.com"

""October"23,"2014"FOR"IMMEDIATE"RELEASE"""

"AFFINITY"LAUNCHES"ENGRAVED(BANGLE"AT"EVENT"IN"CENTRAL"PARK"WITH"

SURPRISE"GUEST""

Affinity"featured"their"new"handmade(bracelet"“Charity”"and"Mayor"Bill"De"Blasio"was"there"to"help"promote"it"

""

NEW"YORK"–"Affinity,"which"is"a"jewelry(company"with"products"designed"and"

created"entirely"by"former"prisoners"and"school"drop"outs,"had"a"big"turnout"at"their"

first"ever"launch"event"in"Central"Park"last"week.""The"event"consisted"of"meetZandZ

greets"with"ten"of"the"company’s"designers"and"creators,"the"launch"of"Affinity’s"new"

bangle(bracelet,"a"speech"from"Piper"Kerman,"and"a"SURPRISE"appearance"from"

Mayor"Bill"De"Blasio."

Lauren"DiGiglio,"CEO"and"founder"of"Affinity,"said,"“The"event"was"an"amazing"

way"for"our"employees"to"make"their"voices"heard.""Their"stories"are"incredibly"

inspiring"to"our"audience,"and"they"are"the"reason"Affinity"is"doing"so"well."Over"

1,000"people"showed"up"and"I"could"not"be"happier"with"Affinity’s"ongoing"success.""

In"the"few"days"since"the"event,"our"new""‘Charity’"bracelet"that"we"launched"is"

already"our"best"selling"item.”"

ZmoreZ"

1"of"3""2"

Piper"Kerman,"author"of"Orange'is'the'New'Black,'and"board"member"for"the"

Women’s"Prison"Association'came"and"spoke"about"her"time"in"prison.""Kerman"also"

explained"the"rough"transition"of"life"after"prison:"“In"some"ways,"it"is"easier"to"be"a"

setting"like"prison"because"there"is"a"

sense"of"community.""You"have"friends"

there,"and"you"build"relationship.""Once"

you"enter"back"into"the"free"world,"

you’re"completely"alone.""You"realize"the"

world"went"on"without"you"for"the"

whole"time"you"were"gone”.""The"message"

really"resonated"with"Affinity’s"employees,"who"are"all"former"prisoners"and"school"

drop"outs"and"know"what"it"is"like"to"be"completely"alone"or"unemployed.""

Thankfully,"Affinity"saves"the"lives"of"these"people"and"helps"them"rebuild."At"the"

event,"special"guest"Mayor"Bill"De"Blasio"got"up"and"said:"“It’s"true"what"they"say,"if"

you"can"make"it"here"in"New"York,"you"can"make"it"anywhere.”""

Affinity"started"out"New"York,"N.Y."which"is"where"the"incorporation’s"

headquarters"is"currently"located.""Lauren"DiGiglio,"current"CEO,"founded"the"

company"in"2007."Affinity"offers"affordable,"quality"jewelry"that"supports"those"who"

had"previously"lost"their"way.""Affinity"values"education"that"does"not"require"a"

classroom.""Affinity"makes"designers"and"businesspeople"out"of"young"adults"who""

did"not"think"they"could"succeed"in"life.""Affinity"takes"those"with"little"motivation"

and"inspires"them"to"create"a"successful"life"on"their"own—one"to"be"proud"of."Find""

ZmoreZ"

Pictured' above:' Mayor' De' Blasio' talking'with'two'of'Affinity’s'designers'"

1"of"3""3"

out"more"information"about"Affinity"by"visiting"our"Facebook"page"at:"

www.facebook.com/AffinityJewels"or"follow"us"on"Twitter"at"@Affinity_Jewels"or"

visit"out"website"to"learn"more"about"how"Affinity"recruits"employees:"

www.theaffinityproject.com"""

"

"Media"Contact""Jenna"Perrino"732"858"3729"

[email protected]""

###"

"

"

"

"

"

"

"

Volume 1 Issue 1 November 4, 2014

Affinity hosts �A day of PROMISE� for ex-prisoners and their families

1

On October 29, 15 former

prisoners and their families

gathered at Gilgo State Park in

Long Island to celebrate their

freedom and homecoming.

There were 32 kids in attendance

who finally got to spend quality

time with their mothers and

fathers for the first time outside

of a barbwire fence. It was a

beautiful, fun filled day with

2

parent-child activities such as

relay races, tug of war, and

volleyball. At noon, lunch

was barbequed and grilled and

served by the former prisoners

themselves, who all explained

how good it felt to be cooking

food for their loved ones.

Hope was certainly restored

3

that day when the families of

the prisoners got to meet each

other and share their very own

heartwarming stories, and to

talk about how hard it was to

have a loved one in prison. For

ex-prisoner Mike McGrath,

“The Day of

Promise” was

the first time he

Inside This Issue p. 2 – A Letter from the CEO and Meet an Affinity Designer

p. 3 – “A Day of Hope” story continued and Affinity’s hottest fall bracelet p. 4 – Events Calendar

Vision

Continued

on page 3

Over 15 families of former prisoners gathered together to discuss their plans for a better future

Left: James Cena

and his two kids

sharing a moment at

the “Day of

Promise” on

Lorem Ipsum

A Letter from Affinity�s ceo

Welcome to Vision, the official newsletter for Affinity! We are very

excited to present our first newsletter to the sponsors of Affinity and the

company’s customers and employees. Our hope is to generate former prisoner awareness and to celebrate their success within our company. Throughout the

year, we will be sending insights from our staff and leaders. Each newsletter will

feature a “Designer of the Month” which will give the spotlight to a former

prisoner to talk about their accomplishments within our organization,

and what product they designed.

The Vision newsletter will also be posted on Affinity’s website

(www.affinityproject.org)

Lastly, I would just like to dedicate this newsletter to Affinity’s generous sponsors: The Prison Fellowship

Foundation and the Justice Foundation. Both of these organizations work

diligently to help prison reform and are always looking for ways to improve the lives of former prisoners and striving for

endless opportunity for all people.

Sincerely, Lauren DiGiglio

Meet Brian Curcio,

Affinity’s Designer of

the Month

Curcio talks about his 10 years in prison and how

working for Affinity changed his life I never saw myself working for a

jewelry company, but Affinity

saved my life. When I came out

of prison, I was just thrown out

onto the streets of Manhattan. I

had no family or home to go back

to. After two months of being

homeless, I found myself walking

down 5th Avenue where I

stumbled into a store that had a

sign outside which read, “we’re

hiring”. The best decision I’ve

ever made was to walk into the

Affinity retail store that day. I

talked to the store manager,

Michelle, who explained to me

that the company was run

entirely by designers and creators

who were all either former

prisoners or high school

dropouts. It just felt meant to be,

so I immediately set up an

interview with Michelle and by

the next week, I was already

starting to learn about creating

jewelry.

Today, my job is to create and

design all jewelry that Affinity

sells---bracelets, necklaces and

rings. I use recycled metals from

local mills and refineries, all

produced in the United States. I

am honored to be this month’s

designer of the month. I earned

the title by creating the “Give

Thanks” bracelet, which came out

in the beginning of November. It

is a sterling silver bracelet, which

feather features. Within a few

days of its release it sold out in all

24 stores nationwide.

I’ve never felt so empowered by

my work before. I have Affinity

to thank for believing in me when

I did not even believe in myself.

2

3

1

was 3 years

old. The Day

of Promise

was her 10th

birthday. Maggie was ecstatic

that her father was never going

to miss another one of her

birthdays again. Nobody left the

picnic without a feeling of

inspiration and confidence for

the future. Affinity’s Human

Resource Director Jess Maitner

spoke to attendees about the

benefits of employment with the

company and handed out

applications and flyers. The

families and ex-prisoners were

happy to hear about Affinity’s

open percent acceptance rate, and

especially happy to learn that they

2

even had the ability to make

their own hours. A slideshow

was given which showed some

pictures of employees currently

within the company, all with

similar situations. The crowd—

especially the teens—fell in love

with all the jewelry.

Right before everyone began

leaving, all guests got a free dog

tag necklace that read, “If you

can dream it, you can do it”. It

was a lovely ending to a lovely

day of promise!

www.affinityproject.org

300 5th Avenue, New York, NY 10001

Customer Service (212)-518-4174 Fax: (212)-865-6325

Email: [email protected]

Executive Profile

Founder & Chief Executive Officer: Lauren DiGiglio

Editor: Justine Gray

Media Director: Jenna Perrino

Human Resources and Marketing Director: Jess Maitner

Senior Vice President: Amanda Spinella

Chief Financial Officer: Zach Peters

Continued

from page 1

The bracelet below is called

“Enlighten” and it was designed

by Alexa DiCunzolo. It is made

with copper and sterling silver

and can be found on Affinity’s

website www.afinityproject.org

Vision Volume 1 Issue 1

Affinity

405 5th Avenue New York, NY 21210

[Recipient] Address Line 1 Address Line 2 Address Line 3 Address Line 4

Happy Birthday

Affinity!

Holiday sale site

wide! 40% off

bangles

New Years Eve

Christmas

Eve

Merry

Christmas!

Hanukkah Starts

Holiday Tree –

Present Giveaway

New Bracelet!

CYBER

MONDAY!

20% off ALL

necklaces

To:$New$York$Times$Editor:$Andrew$Rosenthal;$$Contact$info:$Twitter:@andyrNYT$and$www.facebook.com/AndrewMRosenthal$Audience$stated:$opinion$leaders$and$decisionCmakers$around$the$globe$Guidelines:$Articles$typically$run$from$400$to$1,200$words.$$All$submissions$must$be$original,$and$exclusive$to$The$Times$$

Out$of$Prison$and$Out$of$Luck$NYC$should$be$looking$for$ways$to$create$jobs$for!former!

prisoners$$$We$constantly$see$NFL$players$committing$felonies$and$being$reChired$to$

make$millions$of$dollars,$yet$places$like$McDonalds$will$not$hiring$you$anymore$if$you$check$off$that$you$are$an$exCfelon$on$your$application.$$New$York$City$is$known$to$be$the$land$of$opportunity.$$However,$more$than$half$of$our$exCprisoners$are$unemployed$over$a$year$after$they$are$released.$$Unemployment$is$the$root$of$all$problems$for$former$prisoners.$$It!leads$to$recidivism,$homelessness$and$even$depression$or$drug$and$alcohol$abuse.$$Prison$changes$a$person,$sometimes$for$better$and$sometimes$for$worse,$but$at$the$end$of$the$day$everybody$deserves$a$second!chance$to$succeed.$$$Employment!for!former!prisoners$is$one$way$to$achieve$that$success.$$$$

$Unprepared!for!life!after!prison!$

The$amount$of$people$released$from$prison$has$increased$350%$in$the$last$20$years,$and$many$of$these$former$prisoners$are$thrown$out$into$the$world$without$even$the$lowest$end$of$literacy$skills$to$help$them$begin$looking$for$a$job.$This$makes$understanding$a$classified$ad,$filling$out$applications,$writing$a$professional$letter$or$even$reading$a$bus$schedule$incrementally$harder.$$$

By$being$more$accepting$in$the$employment$of$former$prisoners$means$providing$them$firstly$with$income.$$This$income$will,$at$a$minimum,$help$pay$for$their$housing$and$food$so$they$are$not$homeless$and$resorting$to$stealing.$$A$work$environment$is$a$perfect$place$for$a$former$prisoner$to$feel$what$it$is$like$to$be$in$a$proper$social$environment$and$community$again.$$They$will$have$a$sense$of$purpose,$status,$and$the$ability$to$set$goals,$which$will$help$prevent$them$from$returning$to$their$old$ways.$$This$will$cut$down$the$reCarrest$and$reCconviction$rates$for$exCprisoners$dramatically.$$$$

Recidivism

Prison$is$a$lonely$place;$it$keeps$a$person$from$their$family,$friends,$or$any$sense$of$community.$$Once$they$are$back$in$the$“real$world,”$being$unemployed$

furthers$that$lack$of$community.$$This$is$a$major$red$flag,$not$only$for$the$exCprisoners$themselves,$but$for$their$families,$friends$and$the$broader$community.$$When$a$person$feels$excluded$from$their$community,$they$are$more$likely$to$lash$out$and$become$violent$or$harmful$to$that$community$as$a$result.$Unfortunately,$this$happens$often$in$exCprisoners$and$reCarrest$rates$as$a$result,$most$common$within$the$first$six$months$of$release.$$$$

In$New$York$City,$during$a$threeCyear$span,$the$reCarrest$rate$was$53%$and$the$reCconviction$rate.$$To$cut$these$statistics,$New$York$should$learn$what$sparks$recidivism.$$The$strongest$predictors$are$young$age,$more$prior$arrests$or$convictions,$and$being$previously$paroled$on$the$same$case$only$to$have$been$incarcerated$again.$$Because$the$reCarrest$rate$is$most$common$within$six$months$of$release,$we$must$take$action$immediately$for$those$who$seek$employment$help.$$Perhaps$having$job$fairs$in$prisons$will$help$prospective$employers$create$goals$for$when$they$are$released.$$$

$$Homelessness!$

More$than$10%$of$people$that$come$in$and$out$of$prison$are$homeless$in$the$months$before$their$incarceration.$$About$22%$of$jailed$in$mates$in$New$York$City$were$homeless$on$the$night$before$they$got$arrested.$$We$are$quick$to$deny$a$former$prisoner$of$a$job,$but$we$then$pay$$60$billion$a$year$for$them$to$go$back$to$prison.$$This$vicious$cycle$is$a$negative$situation$for$taxpayers$and$for$newly$released$prisoners$who$were$stigmatized$and$unable$to$find$work$because$of$their$status.$$$

$New$York$City$would$benefit$from$more$halfway$houses$and$volunteer$based$

homeless$shelters.$$The$argument$against$homelessness$and$reCarrests$though$leads$directly$back$to$employment.$$The$more$accepting$employers$become,$the$less$crime$rates$and$homelessness$we$will$see$in$former$prisoners.$$We$accept$exCprisoners$to$bounce$back$into$reality,$but$how$will$they$do$this$without$a$steady$job$or$place$to$stay?$$These$people,$like$ourselves,$have$to$start$somewhere.$$$$

One$could$argue$that$because$the$job$market$is$so$hard$today,$there$are$many$other$people$coming$out$of$college$that$deserve$jobs$(and$have$worked$harder)$than$former$prisoners.$$Some$believe$former$prisoners$should$have$to$pay$for$what$they’ve$done$and$they$have$to$accept$the$consequences$for$their$actions.$$This$is$why$when$we$see$on$an$application$that$an$applicant$has$any$kind$of$criminal$record,$we$eliminate$it$right$away.$$However,$just$the$fact$that$an$exCprisoner$is$filling$out$an$application$and$making$an$attempt$to$better$their$lives$is$a$step$in$the$right$direction.$$We$can$help$improve$this$process$by$making$ourselves$aware$of$the$struggles$of$life$after$prison.$$We$can$help$prepare$and$create$jobs$for$former$prisoners$and$help$future$employers$become$more$willing$in$giving$them$a$second$chance$to$succeed.$$Sometimes$when$we$really$get$to$know$someone$and$avoid$stereotyping,$we$can$accept$a$person$for$who$they$are.$$Their$motivation,$or$lack$thereof,$is$in$our$hands.$$$

$When$it$comes$down$to$it,$the$trouble$that$all$exCprisoners$find$themselves$in$

is$being$unable$to$find$a$job.$$This$is$why$New$York$City,$the$city$with$the$2nd$largest$homeless$population$in$the$nation,$should$be$creating$and$finding$jobs$for$exCprisoners.$According$to$the$U.S$Equal$Employment$Opportunity$Commission,$it$is$illegal$for$companies$to$use$a$criminal$record$as$a$measurement$to$prevent$an$individual$from$being$hired.$$Maybe$this$is$something$that$companies$like$McDonalds$should$be$reminded$of.$You$never$know,$McDonalds$could$be$turning$down$their$potential$best$fryCcooking$employee.$$$Lauren$DiGiglio$is$the$Chief$Executive$Officer$and$founder$of$Affinity.$$Contact$at$ldigiglio@affinityjewels.com$$$Sources:$$$http://www.courtinnovation.org/sites/default/files/documents/Recidivism_Parolees_NYC.pdf$$http://www.prisonfellowship.org/2010/03/fromCprisonCtoCpayrollCexCprisonersCchallengeCtoCfindCaCjob/$$https://www.prisonlegalnews.org/news/publications/bureauCofCjusticeCassistanceChomelessnessCandCprisonerCreentry/$$$http://www.thenewsoutlet.org/2013/10/felonsCfindCemploymentCoptionsCopen/$$

Affinity by Lauren DiGiglio

!  Vision: We visualize and dream of a closeness, an affinity, between the seller and buyers of ‘Affinity’ products. The designers and makers of the jewelry, who are rebuilding their lives through this company, aim to use their creativity and business technique to sell a product that gives motivation for the future.

Through the art of jewelry we are focused on designing and creating products that will make our consumers happy, while simultaneously helping individuals who have lost their way. Affinity employees gain the skills, confidence, and motivation that can help them successfully rebuild their future. We hope that once the customer receives their uniquely designed piece of jewelry, they also learn the story of the

person who created it.

!  Mission: At “Affinity” we stress the importance of giving people the opportunity to rebuild their lives and succeed again by offering them the opportunity to learn business and trade skills that will exceed a

lifetime. We pride ourselves on giving our employers the power to educate themselves, inspire others, and become successful again. Our company sets us apart from others because we believe in second chances for those who have been turned down before. We believe our product will encourage our

audience to feel motivated and uplifted.

Mission and Vision

!  -Creative Design: We want our product is a token of inspiration that will be sustained for a lifetime. We value creative design because want our employees to always be thinking of innovative ways to design the products in a way that will continue to inspire people. To do this, they must think creatively—outside the box. We encourage employers of our company to be creative in the colors and shapes they use to design, but in the words they choose. Design is also important to our consumer because we believe the better the design of our jewelry, the better the quality and sentimental value. Creativity leads to a unique and fun product, that we hope sets us apart from other companies.

!  -Safety: We like to think of Affinity as the safest possible environment for our employees. We believe by giving under-privileged people a safe employment opportunity and a safe place to work, we are protecting them from physical and mental harm. We believe by encouraging school drop-outs and former prisoners to work for us, we are keeping them safe from failure by providing them with reasonable pay, and preventing them from returning to their old ways by being actively involved with and focused on their work for Affinity

!  -Service: Our greatest value is service to our employees and customers. We believe that customer service is the most crucial aspect of a successful company, because if the customer is not happy, either are we. We provide service to our employers with the opportunity to rebuild their lives rather than hitting rock bottom, or becoming repeat offenders. We help them create business and design skills that will open doors in their futures. We like to provide service to our consumers by giving them the most thoughtful, motivational designs we have. We encourage feedback from our customers on how we can better service them and train our employers on how to cater every customer’s needs.

Core Values

SEO Keywords

!  Engraved (average monthly search is 8,100 with low competition)

!  Bangle (average monthly search is 18,100 with low competition)

!  Jewelry quotes (1,600 average monthly searches, low competition)

!  Handmade necklace (monthly search 880, competition is low)

!  “handmade jewelry” was not a good option because it had 18,000 monthly views but very high competition

!  Handmade silver jewelry (competition is medium, monthly searches 1,000)

!  Personalized motivational jewelry made uniquely for men and women (these keywords grouped together had very low competition and narrowed down very specific results such as “Etsy men jewelry” or brands such as “Things Remembered”)

!  Employment after prison (low competition, avg. monthly search 110) !  ”jobs for ex prisoners” had a high competition

Affinity - Twitter

!  https://www.twitter.com/affinity_jewels

!  Twitter: best brand platform

!  140 million active users

!  Posts can only be 140 characters, short and to the point

!  Gives other companies or celebrities an opportunity to respond to the brand or endorse it (ex: retweeting)

Affinity Fact Sheet

Affinity@affinity_jewels

Jewelry makers and life changers, Affinityis a company that educates and creates#handmadejewelery

New York Cityaffinityproject.org

3 Photos and videos

Prison Fellowship @prisonfellowshp · Nov 27 Affinity retweeted

Remember the Prisoners and their children on #GivingTuesday bit.ly/1zkJo5Y Please RT

View more photos and videos 1 1

Affinity @affinity_jewels · Dec 1

Great interview of @Piper talking about the difficulties ex-prisoners face trying to find a legitimate job: youtube.com/watch?v=Gs6yhB…

Tweets Tweets & replies Photos & videos


Follow our sponsor @prisonfellowshp to learn about how they are helping prevent repeat offenders and working towards #PrisonReform 1

Affinity@affinity_jewels

TWEETS

14FOLLOWING

14FOLLOWERS

3 Edit profile

v=Gs6yhB…YouTube

View more photos and videos 1 2


"Turn your wounds into wisdom." Want to wear this #inspiration? Check out our #jewelryquotes page! affinityproject.org/motivationalje…


Come celebrate the #GrandOpening at our #Baltimore location on Dec. 15! The first 50 customers will get 15% off any #HandmadeNecklace!


Meet Brian Curcio, this months designer of the month. Read his story below:

affinityproject.org/designerofthem…

View more photos and videos

Injustice Facts @InjusticeFacts · Nov 23 Affinity retweeted

The New York Times reported in 2008 that the US has five percent of the world's population but a quarter of the world's prisoners.

64 22

Annie E. Casey Fdn @AECFNews · Nov 12 Affinity retweeted

Low-income families with young kids face greater barriers to success. #2genapproach bit.ly/tw2gen

10 5

Annie E. Casey Fdn @AECFNews · Nov 28 Affinity retweeted

Job training needed to #RI lift families out of poverty, reports @LoriStabile goo.gl/SfJdXY @RIKidsCount

4 1


85% of our employees are former prisoners. Learn how to help former prisoners feel integrated back into the community aecf.org/resources/reen…


Check our new "Give Thanks" #bangle, which is an #engraved #sterlingsilver piece! Who are you thankful for this year?

View more photos and videos

The New York Times @nytimes · Dec 1 Affinity retweeted

“People forget we’re human. Everybody makes mistakes.” - Janay Rice nyti.ms/1tv2jYd

View summary 120 113

You followed Brian Curcio, Annie E. Casey Fdn, Piper Kerman and 6 others

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The Annie E. Casey Foundation developssolutions to build a brighter future forchildren, families and communities.

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Prison Fellowship @prisonfellowshp · Nov 28 Affinity retweeted

The road isn’t easy, but the outcome from a changed life is truly beautiful: bit.ly/1zuRc57 Life Re-Imagined

View more photos and videos 3

Affinity @affinity_jewels · Nov 30

In honor of #CyberMonday tomorrow, enjoy 15% any #bangle on our website affinityproject.org/bangles

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Recent

2014

Born

Affinity Jewelery

What's on your mind?

Affinity JeweleryDecember 12 at 6:14pm · Edited ·

https://www.youtube.com/watch?v=mo-kvh1w60w The Empowerment Plan,created by Veronika Scott, is a similar organization to Affinity that providesjobs for homeless people. Scott recruits them from homeless shelters, teachesthem to make coats which they create for other homeless people. Check outthis inspiring video!

Like · Comment · Share

One Stitch Closer: Veronikaempowers other womenGet inspired by Veronika, CEO and founder of TheEmpowerment Plan, who empowers women to becomemore independent. #WomenInspire

...YOUTUBE.COM

http://www.gap.com/onestitchc

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Affinity JeweleryDecember 3 at 9:07pm ·

Employees at our #Hoboken store wore red for #WorldAidsDay on December1st to support Aids Awareness!

Status Photo / Video Life Event

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Have you seen our matching "Annie" earrings and necklace collection? Buythe set between now December 31 and 40% of proceeds will go to the AnnieE. Casey Foundation, a non-profit organization that helps former prisonerreturn to their communities #HandmadeSilverJewelry



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These gold #bangles are $20 off! You can stack them or wear just one. What aperfect #holidaygift for any #bracelet lover! Check them out at our website:www.affinityproject.org



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Do you or a loved one have a birthday during the month of December? Treatyourself to this simple, yet elegant December birthstone #HandmadeNecklacewhich features a turquoise stone on your choice of either gold or silver chain!



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Happy December! Enjoy 15% off #MensJewelry online or at any of our 24ABOUT

locations!



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Affinity changed her phone number to (212)518-4174.

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Affinity JeweleryOctober 21, 1993 · ·

Born on October 21, 1993Hometown — New York, New York.

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Recent

2014

Born

Affinity Jewelery

What's on your mind?

Affinity JeweleryDecember 12 at 6:14pm · Edited ·

https://www.youtube.com/watch?v=mo-kvh1w60w The Empowerment Plan,created by Veronika Scott, is a similar organization to Affinity that providesjobs for homeless people. Scott recruits them from homeless shelters, teachesthem to make coats which they create for other homeless people. Check outthis inspiring video!


One Stitch Closer: Veronikaempowers other womenGet inspired by Veronika, CEO and founder of TheEmpowerment Plan, who empowers women to becomemore independent. #WomenInspire

...YOUTUBE.COM

http://www.gap.com/onestitchc


Write a comment...


Employees at our #Hoboken store wore red for #WorldAidsDay on December1st to support Aids Awareness!

Status Photo / Video Life Event

Update InfoUpdate Info

Timeline About Friends Photos More

View Activity LogView Activity Log



Write a comment...


Have you seen our matching "Annie" earrings and necklace collection? Buythe set between now December 31 and 40% of proceeds will go to the AnnieE. Casey Foundation, a non-profit organization that helps former prisonerreturn to their communities #HandmadeSilverJewelry



Write a comment...


These gold #bangles are $20 off! You can stack them or wear just one. What aperfect #holidaygift for any #bracelet lover! Check them out at our website:www.affinityproject.org



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Do you or a loved one have a birthday during the month of December? Treatyourself to this simple, yet elegant December birthstone #HandmadeNecklacewhich features a turquoise stone on your choice of either gold or silver chain!



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Happy December! Enjoy 15% off #MensJewelry online or at any of our 24ABOUT

locations!



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You updated your cover photo.November 25 at 9:05pm ·



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You changed your profile picture.November 25 at 9:01pm ·

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Affinity changed her phone number to (212)518-4174.

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Affinity JeweleryOctober 21, 1993 · ·

Born on October 21, 1993Hometown — New York, New York.

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