Gold J R & G - AAU Midpoint & Final Review Showcasegradshowcase.academyart.edu/content/dam/Grad...

Gold Jewlery Retailer & Gallery

By:Gitarani Sagolsem

Student ID 02842122MFA, Fashion MerchandisingAcademy Of Art University

Fall 2011

Leiteng is a Manipuri word pronounced as (Lei-teng), which means “Adornment”.

TABLE OF CONTENTS 1.1 Manipur: An Introduction

1.2 Statistics Of Manipur

1.3 Inspiration

EXECUTIVE SUMMARY

2.1 Executive Summary

2.2 The Store

2.3 Business Ownership

2.4 Mission Statement

2.5 Business Objectives

2.6 Vision Statement

2.7 Business Values & Philosophy

MARKET ANALYSIS

3.1 The Origin Of Gold Demand In India

3.2 Industry Overview

3.3 Industry & Recent Economic Trend

3.4 Niche Market

3.5 Current Business Set Up

3.6 Changes In Buying Behavior

3.7 Target Segmentation

3.8 Target Demographic

3.9 Target Profile

RETAIL BUSINESS STRATEGIES

4.1 Brand Positioning

4.2 SWOT Analysis

4.3 Presentation Of Competitors

4.4 Keys To Success

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COMPETIVE FACTORS

5.1 Competitive Factors

5.3 Competitive Strategy

5.3a Competitive Advantage – Customer Service

5.3b Competitive Advantage – Retail Experience

MARKETING PLAN

6.1 Marketing

6.2 Marketing Strategy - Product

6.3 Marketing Strategy - Pricing

6.4 Marketing Strategy - Advertising

6.5 Marketing Strategy - Online

6.6 Marketing Strategy - Promotion Mix

6.7 Marketing Strategy – Packaging

6.8 Marketing Strategy - Place

6.9 Store Name & Logo

6.10 Brand Personality & Image

VISUAL EXPERIENCE

7.1 Visual Concept

7.2 Color Palette

7.3 Store Gallery

7.4a Retail Store (External Atmospherics)

7.4b Retail Store (Interior Atmospherics)

7.5 Window Displays

PRODUCT PORTFOLIO

8.1 Heritage Elegance

8.2 Classic Grace

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PRODUCT PORTFOLIO

8.3 The Bold Collection

8.4 Charms Collection

8.5 Custom Design

MERCHANDISING PLAN & BUSINESS OPERATION

9.1 Supply Chain

9.2 Lead Time (Raw Material)

9.3 Manufacturing Process

9.4 Lead Time (Custom Order)

9.5 Assortment Plan

RETAIL ORGANIZATIONAL STRUCTURE

10.1 Organizational Chart

10.2 Roles & Responsibilities

10.3 Staff Training

10.4 Value Chain

FINANCIAL PLAN

11.1 Summary

11.2 Start-Up Expenses

11.3 Sales Inventory Flow

11.4 Merchandise Inventory Flow

11.5 Cash Flow Forecast

11.5 Profit & Loss Analysis

11.7 Loan Payment Schedule

11.8 Cost Sheet

EMPLOYEE HANDBOOK

12.1 Policies

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EMPLOYEE HANDBOOK

12.2 Business Ethics

12.3 Employee Benefits

APPENDIX

13.1 Marketing Research Survey

13.2 Autobiography

13.3 Resume

BIBLIOGRAPHY

IMAGES

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1.1 MANIPUR: AN INTRODUCTION

Manipur, literally meaning “A jeweled land”, is nestled in a lush green corner of the

northeastern part of India, with its capital at the magnificent city of Imphal. The State lies

on a melting pot of art, traditions and culture and is also one of the Seven State Sisters of

Northeast India. The natives are called Manipuris, with the primary ethnic group, which

holds 60% of the population being called as the Meities.

The Manipuris are deeply religious and culturally enthusiastic people whose folklore,

myths and legends, dances, indigenous games and martial arts, exotic handlooms and

handicrafts are infested with the mystique of nature. The artisans of Manipur are well

known for their excellent weaving of garments, jewelry and other handicrafts, made with

bamboo and stone among others.

The Manipuris have their own traditional dress know as Phanek & Phi and a

kaleidoscopic range of other costumes for all religious and important occasions. The

married women wear the traditional dress for day-to-day activities as well as on all

occasions, whereas the unmarried women wear the traditional costumes mostly only on

special occasions. The traditional garments are usually complimented with customized

gold jewelry worn on the ears, around the arms, neck, fingers and toes. The men also

have traditional costumes, which are normally worn on special occasions only.

Wearing traditional jewelry is part of the Manipuri traditions for both men and women

from their very childhood. Gold and silver jewelry is so embedded in the Manipuri

culture that it becomes essential to wear it on various events right from the childhood

such as Nahutpa when girls as well as boys have to get their ears pierced and wear the

earrings till the age to 7 to 8 after which it is flexible if they wish to continue or not.

There is also a special kind of necklace, the Haikru Pareng, which is worn only by the

children on special traditional events. Likewise, there are other specific kinds of jewelry,

worn only by adults on specific occasions.

The Store will attempt to delicately infuse the golden threads of culture and tradition of

Manipur with the current trends to give its customers a wholesome experience of owning

jewelry, which is more an heirloom than just another ordinary trinket of gold.

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1.2 STATISTICS OF MANIPUR

• The growth in State Domestic Product

of Manipur is largely dependent on

agricultural productions. Rice, Wheat

and other forest resources such as

Teak, Pine, Bamboo, Cardamon are

the major resources.

• Manipur is one of the biggest natural

sources of fish supply, which is one of

the important food items of the people

of the state.

• Handloom and Handicrafts are other

major industries of the state.

Area 22327 sq km

Population 2.79 Million

Density of population (Sq. km) 82

Sex Ratio 958 Females per 1000 Males

Literacy Rate 60%

Dominating Religion Hindus

3

My mother with my sister

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1.3 INSPIRATION

Every kid has a memorable passion, and we often reflect upon those in our professional

lives. When I was a kid, my mother's love for gold jewelry opened the doors to a variety

of stores carrying incredible jewelry designs, which is when I began to appreciate them as

work of art, and not just accessories to enhance the beauty of a woman. The culture of

inheriting gold, hearing the stories of her inheritances from her mother fascinated me.

My appreciation and fascination for the designers and artists who create these unique

pieces of jewelry and are doing it for the love of the art as well as means of survival is,

they are not standing at a machine all day, cranking out thousands of the same item.

Because the jewelry is hand crafted, the minor variations are expected. So no two pieces

are ever going to be exactly alike even amongst similar pieces.

They create works of art not just jewelry that challenges the viewers’ often fixed

perception about modern day mechanical devices, transforming them into objects of

beauty and desire. What I found uplifting was the regal extravagance of the jewelry

pieces, their soaring presence, transparency and suggestion of traditions and rituals as

though they are to be worn to a social event of exceptional importance and stylistic edge.

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Executive Summary

7

2.1 EXECUTIVE SUMMARY

My comprehension on the developing retail market in Manipur, India, and the lofty

demand for fine gold jewelry motivated me to introduce a business strategy that has been

critically analyzed with theoretical and practical backing in comparison to the current

business trend and the forthcoming modern retail culture that has already been achieved in

other parts of India. Gold has traditionally been valued in Manipur as both a savings and

an investment vehicle and even today, continues to be the second most popular instrument

of savings after bank deposits.

The gold jewelry market is highly unorganized and fragmented with most of the players

being family owned businesses and grey-market players. The current retail settings are not

suitable to the progressive consumers who earn enough income to satisfy more than their

basic needs, and customers demand similar shopping experiences that they find in other

advanced cities. The strategy is to emphasize and identify the needs not just for the

product to be sold, but also to create an enticing retail experience, outstanding customer

service and good marketing to differentiate our business from other more traditional

business models. The store will be at located at the capital city, Imphal.

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2.2 THE STORE

Leiting is a modern store with a razzmatazz of 24-carat gold shines and baubles. It is a

retail store with a separate gallery space, which serves as a historical home preserving the

rich traditions of unique and elaborate gold ornaments worn by the Manipuris. The

jewelry collection displayed in the gallery will ideally be the heritage designs, and

although the specific ties of each piece to the corresponding occasion would be

highlighted in the gallery, the store will allow for clients to exercise innovativeness, so

that they can complement their unique personal style by mixing and matching the designs

keeping in mind modern trends and creating the perfect custom piece that meets their

personal needs and desires.

Leiting will cater to the demand for versatile, au courant pieces of traditional jewelry,

which appeal to all age brackets. It will feature many authentic and unique pieces, as well

as a large selection of handcrafted, custom made, 24-carat gold jewelry from among

various traditional Manipuri designs.

Leiting will give to its clientele the pleasure of creating and owning a singular piece of

jewelry that will become a part of them and their family. We will also provide the service

of buying back and repurposing the piece to create a new piece of jewelry that one will

want to wear every day or occasionally. Our designers and highly skilled craftsmen give

our clientele the opportunity to bring their own emotions and desires to life in jewelry

designed just for them. Not only will their personalized jewelry be a unique representation

of their heritage, culture and personality, it will also give them an heirloom quality

creation of art that one will be proud to pass down through the generations of their family.

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2.3 BUSINESS OWNERSHIP

Leiteng will be a sole proprietorship, owned by Gita Sagolsem. The start up expense of the

business will be $415,517. The owner has full decision-making authority.

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Leiteng endeavors to satisfy customers by offering the best quality

merchandise and providing an enriching shopping experience. We also provide

a rewarding environment for our employees and create goodwill by striving for

continuous improvement.

2.4 MISSION STATEMENT

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2.5 BUSINESS OBJECTIVES

• Leiteng, recognizes that the business must establish concrete goals in securing long

term entrance to the market.

• Leiting will establish marketing and sales initiatives to expand the brand’s marketing

strategies and to capture the optimal percentage of the local market segment.

• Leiting will establish the business to be able to expand to the market outside the region

in the future.

• Leiting will establish a hallmark for providing a one of a kind retail experience and

customer service to the community.

• Leiting aims at promoting and educating our clientele and visitors about the heritage of

gold ornaments worn by the Manipuri culture that is not well known.

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2.6 VISION STATEMENT

We are committed to adorn every woman with passion and magnificence

through the deliverance of our exemplary heritage jewelry, and to protect our

rich culture that transcends time and passing trends. We will do so by only

using the most skilled craftsmen for us to make unique piece for their own

demands and needs, not just run-of-the mill piece.

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2.7 BUSINESS VALUES & PHILOSOPHY

Our philosophy is to maintain high principles that generate progress; it’s not just the

quality of the products and services we are trying to develop, but the quality of the

relationships we build with the community, our clientele and our employees.

We value providing the best services and product choices to our clientele, and always

look for new and innovative ways to satisfy their continuously changing needs, and hence

keeping a close tab through insightful research is of prime importance for our business.

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Market Analysis

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3.1 THE ORIGIN OF GOLD DEMAND IN INDIA

The demand for gold in India is firmly embedded in the country’s rich and dizzyingly

kaleidoscopic cultural and religious traditions. The country has one of the most deeply

religious societies in the world, the most widespread faith, being Hinduism, which is

practiced by around 80% of the population. Gold is seen as a symbol of wealth and

prosperity in the Hindu religion.

Indian ornaments are generally worn on the nose and around the neck and take on a

variety of forms depending on the region. Other ornaments worn around and on different

parts of the body may be symbolic of a marriage and other landmark and traditional events

in one’s life while progressing from birth to childhood towards adulthood. All connote the

religious, social and economic status: group identity and geographic origin of the wearer.

In many communities, requirements are so precise so as to particularize obligatory

ornaments, a custom that perpetuates specific traditional jewelry.

Gold also plays an important role in marriage ceremonies, where brides are often adorned

from head to toe in gold jewelry and are symbolic of the wealth of the bride’s family.

Most of this is usually a gift from her parents and form a part of her inheritance. The gold

(and other gifts) the bride receives is also referred to as her “Streedhan” (“Stree” meaning

woman and “dhan” meaning wealth) and are gifted by her parents to make sure she is

financially secure and enjoys at least the same standard of living to which she was

accustomed before her marriage.

Today, India is the largest consumer of gold in the world, followed by China and Japan. i

The industry has been prospering and is expected to further grow regardless of the

fluctuation in the gold price. "The rise of India as an economic power will continue to

have gold at its heart. India already occupies a unique position in the world gold market,

and as private wealth in India surges over the next ten years, so will Indian demand for

gold," said the WGC Managing Director, India and the Middle East, Ajay Mitra.ii

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3.2 INDUSTRY OVERVIEW

MARKET SIZE & GROWTH

• The gem and jewelry industry occupies an important position in the Indian economy.

It is a leading foreign exchange earner, as well as one of the fastest growing industries

in the country. The two major segments of the sector in India are gold jewelry and

diamonds of which gold jewelry forms around 80% of the Indian jewelry market.

• The Indian gem and jewelry sector is expected to grow at a Compound Annual Growth

Rate of around 13% during 2011 – 2013, as a result of increasing Government efforts

and incentives coupled with private sector initiatives, according to a report ‘Indian

Gems and Jewelry Market Forecast to 2013’, by RNCOS.iii

• India is one of the largest bullion markets in the world. It has been until now, the

undisputed single-largest Gold bullion consumer. As per the study ‘Heart of gold' by

the World Gold Council (WGC), a body comprising of gold producers, India owns

over 18,000 tons of above-ground gold stock (all physical and gold holdings, including

private, Reserve Bank of India and institutional) worth around US$ 800 billion.

• The sale of jewelry items stood at 135.2 tons in the July-September period of 2009.

Gold import is likely to rise by 15 per cent in 2011 to around 805 tons, as compared to

2010 due to the growing demand for gems and jewelry, according to Vinod Hayagriv,

Chairman, All India Gems and Jewelry Trade Federation.iv

• Gold purchases in India accounted for 32% of the global total in 2010. “The gold

demand rose to 70% despite multiple price highs in India.” Says Marcus Grubb,

Managing Director – Investment World Gold Council. v

• The World Gold Council estimates the consumer demand for gold to reach 1,200 tons

at a value of Rs.2.5 trillion, by 2020 – from 963 tons (Rs. 1.7 trillion) in 2010, fueled

by GDP (Gross Domestic Product) growth, rapid urbanization, and the emergence of a

strong middle class with increased savings and income levels. vi

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INDUSTRY OVERVIEW

THE LARGEST CONSUMERS OF GOLD, BY COUNTRY

Percent of total metric tonnes consumed, 2010

Shown in metric tonnes (1000 Kg)

(Fig.1) Source: World Gold Council

GOLD DEMAND TRENDS 2010

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3.3 INDUSTRY & RECENT ECONOMIC TREND

• The gem and jewelry industry occupies an important position in the Indian economy.

• The gold processing industry has around 15,000 players, with only 80 having revenues

over USD 5 million.

• The Indian gem and jewelry market continues to be dominated by the unorganized

sector.

• India is also home to around 450,000 goldsmiths, 100,000 gold jewelers along with

6,000 diamond-processing players and 8,000 diamond jewelers. vii

• There are over 2.5 million jewelry shops in India and most of them are family run.

• The value chain of the industry starts from sourcing and mining of the metals and

extends to jewelry retail.

• The industry is competitive as compared to the external market due to its low cost of

production and the availability of skilled labor.

• Branded jewelry is likely to be the fastest-growing segment in domestic sales. The

sector is expected to grow at 40 per cent annually to touch US$ 2.2 billion by 2010. viii

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3.4 NICHE MARKET

Gems and jewelry form an integral part of the Manipuri tradition, which refers to the

natives of Manipur in the northeastern India. Jewelry from any part of India has its own

uniqueness in terms of designs that identify the culture and its origins and similarly the

indigenous designs of the Manipuri have their own exclusivity. The components of

jewelry include not only traditional gold but are also accompanied by diamonds, along

with a variety of other precious and semi-precious stones. Leiteng would be a

quintessential specialty store that will cater to this niche market’s demand for handcrafted

gold jewelry, where jewelry is not just bought as a decorative piece to adorn the body but

as a legacy passed on from one generation to another in the Manipuri culture.

WHY DO PEOPLE OF THIS NICHE MARKET PREFER YELLOW GOLD?

Enduring attributes of yellow gold are set apart from the luxury goods by their longevity,

purity and value as compared to white gold that can be substituted by less expensive silver

or more expensive platinum. “It is different from other precious metals and stones by its

associated investment value and potential to provide financial security.”ix Another attribute

is that yellow gold is preferred more for its aesthetic quality that makes it versatile and

suitable for the traditional costumes of the local culture.

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3.5 CURRENT BUSINESS SET UP

The gold jewelry market in Manipur is highly fragmented, with jewelers and artisans

competing for distribution contracts and fame. Most of them constitute family owned

businesses where the craftsmen traditionally pass their skills along through

apprenticeships. There are highly skilled craftsmen who have been producing hand crafted

gold jewelry in the local market for more than 30 years. Most of them are family operated

jewelers, and the manufacturing as well as selling is done from their homes. There is very

little significance given to branding, marketing, promotion and advertising of these

businesses in the local market currently. It is not as though they lack business acumen, but

perhaps it is a result of the industry fragmentation and cultural distinctions that have

created this sort of business structure.

But with the change in the government’s course of action and better security forces such

as The Armed Forces Act, there has been a reduction of the insurgencies in the State

substantially. Better education, advanced technology and greater opportunities eventually

has resulted in people being more exposed to globalization which is one of the factors that

has begun to affect the way business is done.

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3.6 CHANGES IN BUYING BEHAVIOR

Indians are enjoying a rapid boost in economic growth, which is supporting discretionary

spending on luxury goods including gold jewelry. Last year, the average Indian salary

surged to 14% (18% for IT professionals) the highest wage growth in Asia, according to a

study by Hewitt Associates, a global Human-resources Company.x There are now about

1.6 million Indian households that spend an average of $9,000 a year on luxury goods,

according to The Knowledge Company, a management-consulting firm in New Delhi.

With multi-income families and increasing exposure, the attitude is changing in a way that

people are ready to spend on luxury goods and services, leading to a change in the buying

behavior, which is shifting from just purchasing a pre-decided product to experiencing the

entire retail environment and then buying the most desired product. The survey we

conducted showed 65% are willing to pay more for better retail experience and good

customer service without any compromise on the product quality. The locals of Manipur

are avid consumers of high priced gold jewelry, and the emerging middle class has given

rise to a large section of consumers who are now demanding better retail services for the

premium products, thereby creating greater business opportunities for luxury retailing.

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3.7 TARGET SEGMENTATION

The brand represents the aspirations of an emerging Indian woman, who uses tradition

rather than being used by it; who takes care of her responsibilities and also lives her

dreams; who celebrates festivals in her house with glamour and panache; who embraces

modernity without breaking away from tradition.

TARGET MAINSTREAM (Primary Target Group)

TARGET ASPIRANT

(Secondary Target Group)

Psychographic: Discerning customers

who appreciate the finer things in life and

the emotional pleasure of owning the best

there is.

• Au courant, value conscious,

sentimental, customary, stable,

confident, experienced, exposed, and

knowledgeable.

• Emphasizes fine quality, best of

services, attractive packaging.

• Appreciates high quality indigenous

craftsmanship.

• Selects stores for the intrinsic quality

of jewelry and services provided.

Psychographic: This segment is

extremely image conscious and is willing

to pay a premium for brands but only if the

product-appeal is high.

• Image and appearance conscious,

materialistic, avid consumers.

• Often drawn to new experiences, new

frontiers, and curious in nature.

• Brand choice based on reward and

prestige.

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3.8 TARGET DEMOGRAPHIC

GENDER: Female.

• Women's jewelry dominates the market, accounting for nearly 90 percent of the

sales volume. Men's jewelry is only 10 percent of the total market.

AGE: Primarily those between age 25 to 34.

INCOME (monthly): Above 30,000/- Rupees [Above $ 700]

• Most families have two breadwinners and the female workforce has become

extremely significant.

• This target audience, controls household expenses and enjoys private income that

can be spent at its own discretion, is a classic audience for my business.

OCCUPATION: Doctors, engineers, college lecturers, business executives.

EDUCATION LEVEL: Bachelor’s degree.

MARITAL STATUS: Married as well as singles.

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3.9 TARGET PROFILE

PROFILE OF AN IDEAL TARGET

Name: Mrs. Prabhavati Koijam

Age: 36

Marital Status: Married

Occupation: Director, Green Valley School

Income: Rs.1,00,000 per month ($2300)

Spouse’s occupation: Politician

Director, style icon, socialite, perfect hostess are just a few words to describe Mrs.

Prabhawati Koijam, who is the quintessential modern woman every woman dreams to

be. Wife of the publically respected, twice elected, Member of Parliament, Mr. Doren

Koijam, the 36-year-old Mrs. Koijam, with 2 kids and a busy career (Director of the

residential boarding, the Green Valley School, Manipur), is every bit the multitasking

woman she appears to be. Always dressed in a neat Manipuri costume or a Sari elegantly

matched with traditional / modern jewelry and fused with her impeccable appearance,

Mrs. Koijam is the unparalleled fashion icon amongst her circle of friends and colleagues.

Mrs. Koijam, despite her hectic work schedule and family, finds time to appreciate the

finer things in life such as art, culture, music and literature. When asked about her

wardrobe, she says it is more the experience of shopping for her wardrobe, the feel of

fabrics, and delicate pieces of jewelry, than the actual purchase that gives her more

pleasure. Like her way of living, she believes in matching traditional with contemporary

trends to complement her natural style.

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Retail Business Strategies

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4.1 BRAND POSITIONING

In the local phenomenon positioning a brand is something that our competitors lack. In our

over communicated society, Leiteng aspires to be in the prospect’s mind. Taking into

consideration not only its strengths and weaknesses but those of its competitors as well,

Leiteng will endeavor to position itself as a trusted name for exquisite gold jewelry

collections that are painstakingly crafted to perfection. It endeavors to be one of the most

aspirational destinations to shop for fine jewelry with its diligent customer services and

outstanding retail experience, that are unmatched by any other jewelry stores in town,

influencing the purchase decision of its au courant clientele and creating brand loyalty.

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4.2 SWOT ANALYSIS

STRENGTHS

• Emerging middle class society.

• Modern retail concept that is suitable to the progressive consumers.

• Flexibility in business since it’s privately owned.

• Well-trained employees.

• Located at high traffic developing commercial area.

WEAKNESSES

• It’s a new venture and yet to establish trust amongst its clientele.

• Customers may not be aware of new store.

• Trust upon employees is not strong yet.

OPPORTUNITIES

• Expand stores territory to other region.

• Affiliation with jewelers from other parts of India.

THRETS

• Due to insurgencies in the state, businesses are sometimes shut for days, which

could ultimately affect the sales and revenues.

• Imported gold jewelry, especially from places such as Bangkok.

• Adverse changes in the economy.

• Fluctuations on gold price.

• Unstable political situations could arise

• Other larger more established companies could copy our concept

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4.3 PRESENTATION OF COMPETITORS BABUDHON JEWELRS Ever since its inception in 1982, Babudhon Jewelers symbolizes an absolute form of

craftsmanship in the 24-carat gold jewelry business. The legacy of has been upheld by

generations of the family, and it is seen as being one of the oldest and most trusted

jewelers in town.

STRENGTHS WEAKNESS

• Trusted business. • No branding or positioning of the store.

• Established clientele. • Less visibility of the store.

• Established supply chain. • Antiquated store image.

MANIKUNJ JEWLERS

Fairly an old business located at a residential colony at Imphal West. The business gained

good word of mouth publicity due to their efficient lead-time on custom order and less

expensive pricing compared to its competitors.

STRENGTHS WEAKNESS

• Skilled craftsmen. • Low availability of readymade

designs.

• Specializes in diamond embedded

gold jewelry.

• Poor customer service (No appointed

sales staff, the owner and craftsmen

handle everything.)

• Efficient lead-time on custom orders

and repairs.

• Unreliable gold quality.

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PRESENTATION OF COMPETITORS

MANIKUMAR JEWLERS

It is a newer business comparatively, and it has been successfully operating since few

years. The business is well known for their broad portfolio of readymade contemporary

designs jewelry. It began as a small business at the owner’s residence, and recently had a

second store opening in the city.

STRENGTHS WEAKNESS

• Established clientele. • Subpar sales team.

• Broad offering of readymade designs. • Long production lead-time because they

mostly outsource craftsmen.

• The only store that has organized

merchandise display.

• Efficient supply chain.

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4.4 KEYS TO SUCCESS

After gauging through the financial potential as well as the mindset of the premium

product consumers, and despite the evident demand of gold jewelry in Manipur, India,

there are few some conventional foundations our business needs to consider to ensure the

success of this new venture.

THE BUSINESS IS EXPANSIVE

Our store will be expansive with an innovative strategy of satisfying the diverse needs

and demands of the local consumers who are still missing the fine retail experience and

customer services when purchasing their highly expensive goods.

IT TELLS A STORY

The store’s gallery accentuates the brand identity. It will tell a story about the business, a

story of the cultural heritage of Manipur, providing knowledge to visitors from other

regions and the younger generations who may know little about the culture. Such aspects

of offering something more than just the product by itself could help build an aura of the

brand over time. We are a culture with a rich tradition and history and we want to tell

this story in the brand and store experience.

RELEVANT TO CONSUMER NEEDS

The store will be creating gold jewelry, a product category that is relevant to the

consumers’ needs. The people of Manipur buy gold jewelry for recognition and

functional use. A strong component of Indian culture and the success of a family is

demonstrated by wealth or Lakshmi and jewelry is the most highly recognized

demonstration of this wealth.

THE PRODUCT AND SERVCES ALIGN WITH CONSUMERS’ VALUE

Gold jewelry items are a form of expression and identification of the culture, personality

of the individual, wealth or style that concur with the values of the Manipuri society.

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Competitive Factors

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5.1 COMPETITIVE FACTORS

The main competitors in the market will be the goldsmiths that have run their business for

many years and have benchmarked themselves in the local market. As an established

business, they already have developed their clientele very firmly. Since price cannot really

be a competitive advantage, especially for products like gold and because the price is

volatile, we seek to provide customers with a gratifying retail experience and services to

make their purchases valuable and differentiate our business. We want to be remembered

as an experience that sticks in our client’s minds.

To succeed in the hyper-competitive environment, our business cannot compete on

product designs or price alone.

• The traditional design cannot be considered a competitive feature for us, for every

store would be offering the same, perhaps with slight difference in the quality of

production.

• Nor can our own contemporary designs be a competitive factor due to the threat of

copies.

Today, consumers have more shopping options than ever before and they are defining

their own shopping path on a daily basis, based on individual experience, product

availability, customer service, convenience, value and price. Based on that, Leiteng’s

strategies on achieving its competitive edge would be by differentiating and providing

outstanding customer service and an enthralling retail experience.

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5.2 COMPETITIVE STRATEGY

COMPETITIVE STRATEGY

• Established clientele.

• Strong marketing strategies to

build awareness, and establish

customer relationship.

• Established supply chain.

• Our business will follow clear

and transparent ways of doing

business and develop a good

relationship with our suppliers.

• Specializes in diamond

embedded gold jewelry.

• Sure handed craftsmen with skills

for special finishes.

• Lead time

• Our business will attempt to

minimize the lead-time, as it

would have craftsmen – client

ration of 1:3.

• Additional craftsmen will be

hired during peak seasons to

increase efficiency thereby by

minimizing lead-time.

• Trusted business

• Our business will value reliable

supply chain and certified gold

quality.

41

5.3a COMPETITIVE ADVANTAGE

Customer Service

CUSTOMER SERVICE

TANGIBLES

• Appearance of the store. • Merchandise display. • Appearance of sales executives. • On-time delivery.

CREDIBILITY

• Honor commitments. • Buy back policy. • Gold quality. • Trustworthiness of sales executives.

KNOWING OUR CLIENTELE

• Providing individual attention. • Creating designs that suit their tastes. • Recognizing customer relationships.

ACCESS

• Convenient operating hours. • Convenient location. • Short waiting time to complete

transaction. • Manager available to discuss

problems.

COURTESY

• Interest shown in customers. • Restrooms and child care room

facility provided for clients. • Drinking water / beverages offered.

COMPETENCE

• Knowledgeable and skillful employees.

• Sure handed craftsmen for precious stones embedding, etching and filigree work.

RELIABILITY

• Accuracy in measurements of the weight of the gold.

• Accuracy in billing. • Performing service at designated

time.

INFORMATION PROVIDED

• Complete information on service and cost prior to finalizing order.

• Any delay in order delivery will be informed in advance.

SECURITY

• Feeling safe at the store. • Communication and transactions

treated confidentially.

CONVENIENCE

• Repair service provided. • Buy-back service.

42

5.3b COMPETITIVE ADVANTAGE

Retail Experience

The store’s gallery is an extensive retail experience offered to our visitors and clientele. It

will give us an opportunity to offer to the people, not only the products to fulfill their

desires, but also an exposure to the culture of gold ornaments in the Manipuri Society.

Under the current scenario of the local businesses, most of the jewelry stores still have the

traditional setting where jewelry is taken out from the safes and shown to customers only

when asked for a specific kind. But under the circumstances of the modern shoppers and

their cognitive responses to retail environments, the traditional method of selling the

product may not be completely successful all the time. Consumers today are not only

purchasing locally, and with so much exposure to advanced retail culture; they tend to

develop expectations from any of their shopping destinations. Ultimately, the increase in

shopping choices results in an increase in customer demands and expectations, potentially

eroding or enhancing customer loyalty. Hence, differentiation in the retail store has never

been more important than it is today. To sustain and improve profitability, our business

will focus on delivering a differentiated in-store experience that inspires a new level of

customer loyalty, an experience that motivates our clientele to not only return, but also

share their experience with family, friends and co-workers.

NATURE OF STORE DESIGN

• To introduce store concept.

• To upgrade the store relative to competitors.

• To keep up with market competition.

• To improve customer satisfaction.

• To comply with environmental regulations.

44

Marketing Plan

45

6.1 MARKETING

Today, locally we don’t really have what we could consider a “Big Brand”. The market

has plenty of master craftsmen, but for some reason we don’t have brands we can

associate individually. Perhaps it is because no one has ever marketed their products

unlike in the West where every product is packaged, labeled and branded and carries with

it the hallmark of the manufacturer or the creator. To illustrate, it is a fact that history

doesn’t know who cut the Kohinoor diamond, but we do know who re-cut it and

remounted it after the British acquired it from the Maharajah of Lahore for the Queen of

England. Leiteng will aspire to use various marketing tools for the growth of the business and to

promote the brand name. The marketing strategies are planned to fit the niche market and

suit the demands of the consumers in that bracket, and to create the top of the mind

awareness of the business in the mind of the current and prospective clientele.

46

6.2 MARKETING STRATEGY

Product

Leiteng will cater to every occasion. Our collections in gold abound from the grand

heritage collection, which are the traditional designs of the Manipuris, to the exclusive

contemporary line by our designers. We ensure we have something for every one at every

age bracket.

CUSTOME DESIGN service will be available so that our clientele to offer wider

possibility of exploring designs. PRODUCT CATEGORIES:

Classic Grace (For Women)

Heritage Elegance (For Women)

The Bold Collection (For Men)

Charms Collection (For Kids)

47


Pricing

Although the price of our product could be high in comparison to the pricing of some of

our competitors that vary from, lower to higher, the prices of the products are determined

by the “value-based” pricing strategy. Leiteng will provide good quality gold jewelry with

excellent services and retail experience making it possible for us to follow the strategy that

can be useful to maintain a higher market position with prestige service.

PRICE RANGE:

Heritage Elegance ~ $1, 500 - $32, 069

Classic Grace ~ $500 - $18, 000

The Bold Collection ~ $500 - $1000

Charms Collection ~ $200 - $800

48


Advertising

COGNITION: Awareness and Learning

INAUGRATION EVENT

After the store launch and using the first month to train employees, fine-tune displays and

refine our merchandise selection, Leiteng will host an inauguration event at the Gallery to

build its visibility and patronage. When the Grand opening event will be announced,

invitations will be sent to all contacts on our database, other contacts from referral sources

and the professional community to create rapid awareness.

PUBLIC RELATIONS

• Media Notification ~

We will use media as a bullhorn to educate consumers about the new store. The local

media outlets will be approached informing them about the new store launch,

inauguration event, exhibitions at the gallery and various other store events or

promotions with effective feature pitches to appropriate editors and reporters. Our

marketing manager will periodically write releases to generate the most media interest

and generate media interaction over an extended period of time to ensure their regular

coverage.

• Relative Releases ~

The locals are an avid spectator of real life stories and we see how we can use that in

to our publicity strategy. We will interview members of Leiteng and they can share

COGNITION Create awareness & learning

AFFECT Create desire & interest

BEHAVIOR Purchase action

49

MARKETING STRATEGY Advertising

their information, their success stories, their aspirations or anything they would like to

share with the public that is somehow connected to their contribution to our business. We

will then approach the media into that market with a pitch alerting them that someone with

a connection to their market, such as native, alumni or apprentice is involved in one of the

latest newsworthy ventures. This method could have the potential to turn a local story

large enough to generate extensive media exposure for our business.

PRESS ADS

The launch of the store and subsequently there would be print advertisements of ad

campaigns, gallery events and promotions on all the local news papers so that we cover on

reaching as many of our current and potential clients to create awareness of the store’s

latest.

CATALOG & DIRECT MAILS

The store’s exclusive catalog and direct mails will be rolled out in various localities and

our database on contact list which will serve as an advertising vehicle for the store, that

will present the exquisite design we have to offer through the catalog and updates on any

latest information for our valued clientele through direct mails. Our designer will update

the Classic Grace Collection, Men’s The Bold Collection and kids’ Charms Collection

every quarterly, and make them available at the store or have them on our catalog for our

clientele to see, which will be one of our value added service provided to out clientele.

The catalog will also serve as a reference for clients to customize their designs, and it will

also accommodate the complete range when the store is out of stock on an item.

TV COMMERCIALS

Leiteng’s seasonal campaign will be broadcasted on the local channels as well as on

channels of the Northeast, India so that it covers more audience from outside the region.

50

MARKETING STRATEGY Advertising

AFFECT: Desire and Interest

CREATE AN EXPERIENCE

Our store design is an extension of our integrated brand communication to create interest.

The retail experience we offer will endeavor to become a powerful source of

communication to make it more desirable to try the new store and provides dual role of

attracting footfall, and including the clients’ purchase decision. Offering an exclusive

retail experience different from any other stores in town could create alternative choice

dimensions for consumers with shopping experience and provide consumers with varied

judgment of value.

WORD OF MOUTH

The store will aspire outstanding services that could keep our clients returning and

generate positive word-of-mouth communication, which is one of the major marketing

sources to draw new clients.

BEHAVIOR: Purchase

The store would value the purchase decisions made by our clientele, wishing that we’d be

happy to serve them again. The brand would build its strategies to have them returning.

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Online

ONLINE GALLERY

The approach of having an online gallery is to present a virtual experience of the

exhibitions at the store’s gallery. It is an initiative to make available a searchable database

for the unique handcrafted gold jewelry designs of the Manipuri culture to any viewer

worldwide. It an also an approach adopted to promote the product to its potential clientele

with a view to increasing the sales percentage. The web pages will contain literature of the

heritage pieces, images, videos or other digital assets and brief descriptions about the

craftsmen who fabricated the pieces.

ONLINE ADVERTISING

The increased usage of broadband among the locals opens up the opportunity for using the

Internet as a medium for advertising and promotion. We do recognize, however, that our

business is one of luxury so that we must be cautious and vigilant about our online

advertising to confirm our image of premium and limited merchandise. Online advertising

methods such as:

• Pay-Per-Click ads on major search engines such as Google, Bing and social

networking sites like Facebook.

• Ad campaigns on popular local websites such as e-pao, which is a complete online

platform for the people of Manipur that broadcast daily news, entertainment and

information available on the cultural heritage.

• Create a Page on social networking sites such as Facebook and Google+.

• Email ad campaigns and other advertising material to our database on contacts.

INTRODUCE ENTICE

CONNECT

52


Promotion Mix

HOST EXHIBITION OF Co-JEWELERS AND DESIGNERS

Our business will tie-up with prominent jewelry stores from outside the region and get

their collections into the gallery and host exhibitions. Not only would showcasing such

exhibitions appeal to the uber-luxe clientele who have an eye for all things artistic, it will

also serve the purpose of updating and informing our customers about trends to our

current and potential clientele. We feel that creating partnerships with good competitors

enhances the market and does not diminish our image; it serves to establish and ensure our

credibility.

AFFILIATION OR PARTNERSHIP WITH OTHER STORE

We will show case our products at other stores selling bridal wear, where people are

persistently trying to make the best purchase decision on their ensemble. Having our

product on display along with the apparel would entice the clients to try on our jewelry or

acquire suggestions of the product range our store has to offer. It is a method used to

promote our store and merchandise, and establish a relationship with our current and

potential clientele. This would only be with stores who share our aesthetic in terms of

product, pricing and marketing.

PROMOTE INDIVIDUAL CRAFTSMEN

As much as these exquisite pieces of Manipuri ornaments are appreciated for their charm,

when one realizes that all these precious objects have been handmade with elementary

tools, one cannot help but be awed by the ingenuity and skills of the craftsmen who are

generally anonymous. Jewelry storeowners have rarely promoted their craftsmen.

Following one of our business objectives, and as a marketing approach, Leiteng will

promote every skilled artisan in every possible ways. This method would boost

53

MARKETING STRATEGY Promotion Mix

relationship with our employees and develop correlation with their family and friends. It

would also help us acquire skillful craftsmen from our rivalries.

• The gallery would be the prime platform to promote the craftsmen where each heritage

design piece would be displayed with the creator’s name.

• On every purchase receipt, the craftsmen’s names would be printed for recognition of

their skilled work as well as for convenient reference when clients return for repair

services or they can request the same craftsman to create their custom orders.

SPONSOR CROWNS FOR MISS MANIPUR PAGEANT

Leiteng will consider being the title sponsors for the Miss Manipur Pageant. Our business

could sponsor the three crowns for the pageant in interest to endorse the brand name and

promote the exquisite craftsmanship and detail to design created in 18 Karat gold and semi

precious stones. It would support creating brand awareness and create a brand recall

amongst the consumers.

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Packaging

Our packaging will be done with care and attention to detail with the concept of reflecting

the brand personality through the elements of design and branding them. We will also

offer special packaging for gifts that can be personalized according to the occasion.

Jewelry boxes and other packaging will have the branding on the underside.

55

PACKAGING

Special Packaging

56

PACKAGING

Special Packaging

57

PACKAGING

Retail Packaging

Silk necklace box with branding on the underside. Same packaging with variation in sizes

for other items.

58

PACKAGING

Retail Packaging

Matt gold paper bag with branding on it.

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6.8 MARKETING STRATEGY Place

Leiteng will be an exclusive store located at the heart of the capital city, at Paona Bazaar

which is town’s developing commercial area. It is one of the most popular market place

where the locals come out to shop for any kind of products. It is right around the State’s

Polo Ground, which is a destination for the affluent society. The State’s Art Museum is

also nearby by the store location, which is a benefit as it may drive in tourists into our

gallery.

STORE LOCATION ANALYSIS

• Upcoming commercial area.

• Near the Polo ground which could accentuate its visibility to the target crowd.

• The business can take advantage of locating the new store in an area with high foot

traffic.

• People who are unaware of the store or those with lower brand loyalty may come to

buy other products and have exposure to the store by the proximities that are

guaranteed within the nearby stores.

STORE OPERATING HOURS

Monday to Friday: 9:00AM to 5:00PM

Saturday: Closed*

Sunday: 9:00AM to 5:00PM

*Retail stores in Manipur are supposed to be closed at least one day in a week. Our store

will be closed on Saturdays because, according to the beliefs of the local customs,

Saturday is a spiritual day when people should fast, undertake pious activities and shun

all kinds of luxuries.

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Store Name & Logo

Influenced by our roots and cultural ties, we have selected the Manipuri word “Leiteng”

which means “Adornment”. The word in its literal sense applies to an accessory or

ornament worn to enhance the beauty or status of the wearer and also to define cultural or

social identification of a specific community. The name suggests the genre of product the

business deals with, and it is easy to pronounce and it is also a disyllabic word, which

technically has more effect for a brand name.

Our logo will be the trademark to create recognition and add visual appeal to our business.

The typeface used is customized in a way that it has the calligraphic quality of the

Manipuri script with a horizontal line that runs along the top of the letters.

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Brand Personality & Image

People will buy products from brands that reinforce things they value and like, whether it

is luxury, wealth, status, intelligence or any other desired quality. The look and feel of the

store will be a system of recognizable elements that make up the visual identity of the

brand to achieve differentiation and are powerful motivators for our clientele to purchase

from our store. It is not just the product that the brand wishes to offer to its clientele; we

aspire to associate the brand personality and fuse our image with those of our customers.

Leiteng personifies the personality traits of an aristocratic, sophisticated and fashionably

elegant woman. While the brand personality indicates the emotional associations, the

brand image of our store will denote the tangible attributes, which will be enhanced

through visual factors such as the logo, store signage, business cards, packaging, catalog,

advertising and website. All of these attributes can influence the consumer’s purchase

decision subconsciously or consciously and also create and reinforce brand loyalty.

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Visual Experience

67

7.1 VISUAL EXPERIENCE

Visual Concept

As we see a radical change in the landscape of retailing in India, our business sees a

potential strategy in creating the right environment for luxury retail, a place where people

can come and explore products that are of high value and meet their desires. Leiteng will

aspire to offer a pleasing retail experience and entice our visitors and clientele with our

persuasive presentation, and make the experience as one of our Unique Selling

Propositions.

STORE DESIGN MOTIVES

• Design for visual appearance (see it).

• Design for a feel of environment (smell it).

• Design for merchandise touch (physical appearance).

• Design for self-concept, store perception and reputation (status and esteem).

• Design for image and reputation of the store (making people talk about it).

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Color Palette

After referring to books of color theory by Shigenobu Kobayashi and information online

on color psychology, we were able to carefully choose gold and amethyst as the color

palettes for the brand.

Gold & Amethyst

The color gold implies wealth and status in every culture, as it is the most precious

tradable commodity in the world. It is reported that by the year 2013 the price per ounce

of gold will go up to $2,020. In olden times purple dye was very expensive, therefore only

the royalty wore it. These were also part of the sumptuary laws, which distinguished the

nobility from the common elements. The color is associated with elements of calmness,

exoticism and completion.

The selected colors associated with the brand not only will play the role of the aesthetic

quality but will be used also to elicit emotional responses. It conveys the attributes of the

brand to the viewers. It will be used on the logo, within promotional literature, graphics,

packaging, website and other visual-points associated with the brand.

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Store Gallery

Leiteng is designed to be a classic paradigm with high recognition value. The design

concept of the store is to reflect the spirit of the brand value.

THE GALLERY OF ADORNMENT

From the streets, three steps lead up to the glazed entrance, and then into the spacious

gallery, which is designed to pay homage to the master crafts of the traditional Manipuri

gold jewelry designs. The gallery interior is minimalistic with traditional yet creative

window displays. Specific consideration of the gallery includes the flexibility of secure

closure of the displays when the hall might be used for special events.

71

GALLERY Floor Plan

72

GALLERY Floor Plan

73

7.4a VISUAL EXPERIENCE

Retail Store

On the upper floor is the retail space seduces the customer with the promise of uniting the

integrity and essential aesthetic of a modern retail store with whispers of elegance.

EXTERNAL ATMOSPHERICS

Located at the Polo Ground locality of Paona Bazaar, Leiteng’s facade is in a very high-

profile location. The façade is simple, featuring just the backlit brass-plated brand name

over the dark granite wall that introduces the first statement of the store image.

75

7.4b VISUAL EXPERIENCE

Retail Store

INTERIOR ATMOSPHERICS

Leiteng will endeavor to build an aura of prestige, glamour and opulence appealing to all

the senses and sending a message of chicness and exclusivity. It is intended that when

visitors and our clientele come from the hustle-bustle of the city market and walk in to

our store, the atmosphere stimulates a feeling of relaxing their senses and they are primed

to fully appreciate the luxurious products and surroundings. We hope that the store’s aura

would create confidence in the quality of the products and services, and convince our

clientele that luxury products that we are trying to sell are worth paying for. We will also

be sensitive to the sense of smell that will enhance the experience – sandalwood melded

with cinnamon.

CONVENIENCE ORIENTED PRESENTATION

Merchandise is categorized according to product assortment for more visibility and

convenience for our clientele while they are making their selections.

76

STORE

Floor Plan

77

STORE

Floor Plan

78

STORE

Floor Plan

79


Window Display

Adjacent to the wall is the store signage. Separated by the entrance into the store is a pair

of portrait shadow boxes that run parallel to the street. The window displays will be

representative of the seasonal collection or a concept theme. The displays will be kept

minimal and classic with a traditional accent for it to be able to speak to the local culture.

Other considerations of the display would be limited cost on the merchandise on display

for security reasons.

81

VISUAL EXPERIENCE

Window Display

.

82

VISUAL EXPERIENCE

Window Display

83

VISUAL EXPERIENCE

Window Display

84

VISUAL EXPERIENCE

Window Display

85

VISUAL EXPERIENCE

Window Display

86

VISUAL EXPERIENCE

Window Display

87

Product Portfolio

88

Product Portfolio

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8.1 HERITAGE ELEGANCE For Women

The jewelry in this collection is truly a

vision of the culture and highlights of

the old world charm that can be lost in

the treadmill of daily living. The

Heritage Elegance Collection by

Leiteng, with mastery of craftsmen,

embodies the unadulterated jewelry

tradition of Manipur, concentrating on

ethnic motifs and design elements. The

range is priced higher because of the intricate designs and the gemstones embedded on

them. These are truly works of art, and that artistry shines through the pieces.

HERITAGE ELEGANCE PRICING

PRODUCT STARTING PRICE HIGHEST PRICE

Necklace $ 11, 000 [Rs.5, 38, 450] $ 32, 069 [Rs.1, 560,156]

Earrings $ 6, 000 [Rs.2, 93, 700] $ 12, 576 [Rs.6, 197, 45]

Bangles (Single) $ 4, 000 [Rs.1, 95, 800] $ 9, 400 [Rs.4, 632, 32]

Rings $ 1, 500 [Rs.73, 425] $ 3, 500 [Rs.1, 72, 480]

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8.2 CLASSIC GRACE For Women

History interwoven with linear

contemporary defines Leiteng’s

Classic Grace Collection. Intricacy

coupled with simplicity, these

jewelry pieces attempt to strike a

balance between ethnic

characteristics and fashion by

creating designs apt for the

progressive women rooted in her

traditions.

CLASSIC GRACE PRICING


Necklace $ 9, 000 [Rs.4, 40, 550] $ 18, 000 [Rs.8, 80, 704]

Long Earrings $ 1, 200 [Rs.58, 740] $ 2, 000 [Rs.98, 560]

Earrings Studs $ 500 [Rs.24, 475] $ 700 [Rs.34, 496]

Bangles (Pairs) $ 1, 200 [Rs.5740] $ 1, 900 [Rs.93, 632]

Rings $ 500 [Rs.24, 475] $ 1, 000 [Rs.49, 280]

Chains $ 800 [Rs.39, 160] $ 2, 000 [Rs.98, 560]

New items for Classic Grace Collection will be updated on our catalog quarterly.

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8.3 THE BOLD COLLECTION For Men

Leiteng, even though essentially

will cater mostly to women consumers,

it will have limited readymade collection

of neck chains and rings for men. The

collection will be an exclusive creation

that reveals urban style and sophistication.

THE BOLD COLLECTION PRICING


Neck chain $ 600 [Rs.29, 415] $ 1, 000 [49, 280]

Rings $ 500 [Rs.24, 475] $ 800 [3, 942]

New items for The Bold Collection will be updated on our catalog quarterly.

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8.4 CHARMS COLLECTION For Kids

Leiteng’s Charms collection is suitable

for girls and boys, from delicate earrings

for Nahutpa*, necklace for Chagumba*,

other jewelry such as armlet and bangles

for girls and lots of other pieces for any

occasions. Our sure handed craftsmen

will take extra care in making these

delicate pieces for the special little ones.

CHARMS COLLECTION PRICING


Necklace $ 500 [Rs.24, 475] $ 800 [Rs.39, 424]

Ring $ 200 [Rs.9, 805] $ 500 [24, 640]

Armlet $ 600 [Rs.29, 415] $ 800 [Rs.39, 424]

Bangles (Pairs) $ 400 [Rs.24, 475] $ 600 [Rs.19, 712]

New items for Charms Collection will be updated on our catalog quarterly.

Nahutpa*: Traditional ear-piercing ceremony of a baby boy or a baby girl between the age of 3 and 5.

Chawgumba*: Traditional ceremony on the first day of tasting rice or solid food for a baby on the 5th month.

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8.5 CUSTOM DESIGN For All

Customization of design service is an approach to offer our clientele with a plethora of

personal choice in design and pattern that gives an opportunity to customers to get

specially crafted jewelry suitable to their needs and tastes. It will be a service offered for

women, men and children, and our designers will be available to assist in designing.

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“Transforming the very fabric of our lives into precious metal.”

96

Merchandising Plan

&

Business Operation

97

9.1 BUSINESS OPERATION

Supply Chain

The main source of raw material that is Gold will be from suppliers in Mumbai and

Calcutta, which are the authentic sources that are cheaper than from the banks and reliable

than those from black market sources. Standard minimum quantities applied on order from

these suppliers are 35.28 Ounces (1 Kilogram). Black-market or illegal channels do exist,

which are unreliable in terms of purity, such as suppliers in Bangladesh, from where few

jewelers get their Gold supplies. Our business will source only 24 carets Gold (99.9%

pure), which is the first class Gold, for our production.

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9.2 BUSINESS OPERATION Lead Time - Raw Material

Estimated lead-time to receive raw material from suppliers.

STEPS PROCEDURE NO OF DAYS

Place Order • Discuss & finalize order quantity of Gold.

(Minimum quantity: 35.28 Oz. (1Kg.)

• Make partial payment.

(Cheque payment only)

2

Process / Ship Order

• Order is either collected from the supplier personally or shipped.

5

Buffer Period • Extra days in case of any order for rare precious stones.

• Delay due to any unforeseen circumstances.

3

TOTAL NUMBER OF DAYS 10

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Manufacturing Process

Our business will follow the standard method of production process but with a difference

in how the production is monitored by our production team to ensure efficiency, cut down

wastage and curtail shrinkage.

• Bulk gold is melted, and exact amount of gold required for each individual item would

be separated out in the form of a ball or a bar and dropped in a bucket of water to cool

it down. A small trace of silver and copper is usually added to improve bonding.

• The production manager will then hand out each ball or bar of gold for an individual

item to the craftsman, after which the craftsman will become responsible for keeping

track of the raw material till the final item is produced.

• At the end of a working day, craftsmen will go through a body search to ensure that

raw material does not get out of the store.

• There will be 20 craftsmen who will work year round and additional 10 will be hired

during peak seasons to be able to meet the high volume demand. Our craftsmen ratio

will be 3.5 pieces per person on regular sales season and 3.3 during seasons when we

would have high sales volume.

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Lead Time – Custom Order Estimated delivery time for custom order based on product design.

STEPS PROCEDURE AVERAGE NUMBER OF DAYS Lite Small Medium Large

Place Order • Discuss & finalize design with the client.

• Quote price as per piece. OR Appraise old jewelry and quote additional charges.

• Receive advance payment. • Give order receipt to the

client.

1 1 2 2

Process Oder • Manufacturing Manager discusses design with craftsmen.

• Process crafting.

6 8 12 21

Procurement of Raw Materials

• Special gemstones or precious stones.

1 1 3 4

Design & Quality Check

• Proprietor, Business Manager, Designer & Manufacturing Manager meet to check

1 1 1 1

Buffer Period

• Minor changes depending on the quality check.

1 1 2 2

Delivery • Present the piece to client. - - - -

TOTAL NUMBER OF DAYS 10 12 20 30

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Assortment Plan

ASSORTMENT PLAN

CLASS VENDOR COLLECTION SKU ITEM SIZESGOLD CARAT

WEIGHT (OZ)

GOLD PRICE COST / WT. LABOR

PACKAGING COGS Target Retail

Opening Units

Opening Weight

Opening COGD Opening Retail$0.00 $0

Necklace Leiteng Heritage Elegance HN001 Leirik One Size 24 4.80 1811.35 $8,694.48 $360.00 $0.70 $9,055.18 $15,091.97 1 4.80 $9,055.18 $15,091.97Necklace Leiteng Heritage Elegance HN002 Sandrembi Pareng One Size 24 6.20 1811.35 $11,230.37 $465.00 $0.70 $11,696.07 $19,493.45 1 6.20 $11,696.07 $19,493.45Necklace Leiteng Heritage Elegance HN003 Tharoi Maning Pareng One Size 24 5.00 1811.35 $9,056.75 $375.00 $0.70 $9,432.45 $15,720.75 0 0.00 $0.00 $0.00Necklace Leiteng Heritage Elegance HN004 Haikro Pareng One Size 24 5.00 1811.35 $9,056.75 $375.00 $0.70 $9,432.45 $15,720.75 0 0.00 $0.00 $0.00Necklace Leiteng Heritage Elegance HN005 Haikak Pareng One Size 24 5.20 1811.35 $9,419.02 $390.00 $0.70 $9,809.72 $16,349.53 0 0.00 $0.00 $0.00Necklace Leiteng Heritage Elegance HN006 Marei Pareng (Pair) One Size 24 10.20 1811.35 $18,475.77 $765.00 $0.70 $19,241.47 $32,069.12 1 10.20 $19,241.75 $32,069.12Necklace Leiteng Heritage Elegance HN007 Leishang One Size 24 4.30 1811.35 $7,788.81 $322.50 $0.70 $8,112.01 $13,520.01 0 0.00 $0.00 $0.00Necklace Leiteng Heritage Elegance HN008 Haibi mapan One Size 24 3.50 1811.35 $6,339.73 $262.50 $0.70 $6,602.93 $11,004.88 1 3.50 $6,602.93 $11,004.88Necklace Leiteng Heritage Elegance HN009 Hainajom mashum One Size 24 6.40 1811.35 $11,592.64 $480.00 $0.70 $12,073.34 $20,122.23 1 6.40 $12,073.34 $20,122.23

Earrings Leiteng Heritage Elegance HE010 Moirang kharamee mapanOne Size 24 2.50 1811.35 $4,528.38 $187.50 $0.30 $4,716.18 $7,860.29 1 2.50 $4,716.18 $7,860.29Earrings Leiteng Heritage Elegance HE020 Laphu tharoo One Size 24 3.00 1811.35 $5,434.05 $225.00 $0.30 $5,659.35 $9,432.25 1 3.00 $5,659.35 $9,432.25Earrings Leiteng Heritage Elegance HE030 Kokhroo (Large) One Size 24 4.00 1811.35 $7,245.40 $300.00 $0.30 $7,545.70 $12,576.17 1 4.00 $7,545.70 $12,576.17Earrings Leiteng Heritage Elegance HE040 Kokhroo (Medium) One Size 24 2.60 1811.35 $4,709.51 $195.00 $0.30 $4,904.81 $8,174.68 1 2.60 $4,904.81 $8,174.68Earrings Leiteng Heritage Elegance HE050 Pungdhon mapan nanapiOne Size 24 2.80 1811.35 $5,071.78 $210.00 $0.30 $5,282.08 $8,803.47 1 2.80 $5,282.08 $8,803.47Earrings Leiteng Heritage Elegance HE060 Morok mapan nanapi One Size 24 3.20 1811.35 $5,796.32 $240.00 $0.30 $6,036.62 $10,061.03 1 3.20 $6,036.62 $10,061.03Earrings Leiteng Heritage Elegance HE070 Angoor charong One Size 24 2.00 1811.35 $3,622.70 $150.00 $0.30 $3,773.00 $6,288.33 1 2.00 $3,773.00 $6,288.33

Bangle (Single) Leiteng Heritage Elegance HB111 Hambru mapan S/M/L 24 1.50 1811.35 $2,717.03 $112.50 $0.24 $2,829.77 $4,716.28 0 0.00 $0.00 $0.00Bangle (Single) Leiteng Heritage Elegance HB112 Chujak kabok S/M/L 24 2.10 1811.35 $3,803.84 $157.50 $0.24 $3,961.58 $6,602.63 2 4.20 $7,923.15 $13,205.25Bangle (Single) Leiteng Heritage Elegance HB113 Haibi Mapan S/M/L 24 3.00 1811.35 $5,434.05 $225.00 $0.24 $5,659.29 $9,432.15 2 6.00 $11,318.58 $18,864.30Bangle (Single) Leiteng Heritage Elegance HB114 Khoi mahum S/M/L 24 2.50 1811.35 $4,528.38 $187.50 $0.24 $4,716.12 $7,860.19 2 5.00 $9,432.23 $15,720.38Bangle (Single) Leiteng Heritage Elegance HN115 Pop-chaobi (Broad width)S/M/L 24 2.60 1811.35 $4,709.51 $195.00 $0.24 $4,904.75 $8,174.58 2 5.20 $9,809.50 $16,349.17Bangle (Single) Leiteng Heritage Elegance HB116 Pop-chaobi (Narrow width)S/M/L 24 1.80 1811.35 $3,260.43 $135.00 $0.24 $3,395.67 $5,659.45 0 0.00 $0.00 $0.00

Ring Leiteng Heritage Elegance HR001 Pungdhon mapan (Double)6/6.5/7/* 24 1.10 1811.35 $1,992.49 $82.50 $0.12 $2,075.11 $3,458.51 1 1.10 $2,075.11 $3,458.51Ring Leiteng Heritage Elegance HB002 Pungdhon mapan (single)6/6.5/7/* 24 0.70 1811.35 $1,267.95 $52.50 $0.12 $1,320.57 $2,200.94 0 0.00 $0.00 $0.00Ring Leiteng Heritage Elegance HB003 Morok mapan (double) 6/6.5/7/* 24 0.56 1811.35 $1,014.36 $42.00 $0.12 $1,056.48 $1,760.79 1 0.56 $1,056.48 $1,760.79Ring Leiteng Heritage Elegance HB004 Morok mapan (single) 6/6.5/7/* 24 1.10 1811.35 $1,992.49 $82.50 $0.12 $2,075.11 $3,458.51 0 0.00 $0.00 $0.00Ring Leiteng Heritage Elegance HB005 Peti 6/6.5/7/* 24 0.70 1811.35 $1,267.95 $52.50 $0.12 $1,320.57 $2,200.94 0 0.00 $0.00 $0.00Ring Leiteng Heritage Elegance HB006 Khoi Mahum (Double) 6/6.5/7/* 24 1.10 1811.35 $1,992.49 $82.50 $0.12 $2,075.11 $3,458.51 1 1.10 $2,075.11 $3,458.51Ring Leiteng Heritage Elegance HB007 Khoi Mahum (single) 6/6.5/7/* 24 0.70 1811.35 $1,267.95 $52.50 $0.12 $1,320.57 $2,200.94 0 0.00 $0.00 $0.00

ASSORTMENT PLAN

Feb Units Feb COGS Feb Retail

Mar Units Mar COGS Mar Retail

Apr Units Apr COGS Apr Retail

May Units May COGS May Retail

Jun Units Jun COGS Jun Retail

Jul Units Jul COGS Jul Retail

Aug Units Aug COGS Aug Retail

Sep Units Sep COGS Sep Retail

$0.00 $0 0.00 $0 $0 $0 $0 $0 $0 0 $0 $0 $0 $0 $0 $0

2 $18,110.36 $30,183.93 1 9,055.18 $15,091.97 2 $18,110 $30,183.93 1 $9,055.18 $15,091.97 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.001 $11,696.07 $19,493.45 2 23,392.14 $38,986.90 1 $11,696 $19,493.45 0 $0.00 $0.00 0 $0.00 $0.00 1 $11,696.07 $19,493.45 1 $11,696.07 $19,493.45 1 $11,696.07 $19,493.452 $18,864.90 $31,441.50 1 9,432.45 $15,720.75 2 $18,865 $31,441.50 1 $9,432.45 $15,720.75 0 $0.00 $0.00 0 $0.00 $0.00 1 $9,432.45 $15,720.75 0 $0.00 $0.000 $0.00 $0.00 1 9,432.45 $15,720.75 1 $9,432 $15,720.75 1 $9,432.45 $15,720.75 1 $9,432.45 $15,720.75 1 $9,432.45 $15,720.75 0 $0.00 $0.00 1 $9,432.45 $15,720.751 $9,809.72 $16,349.53 2 19,619.44 $32,699.07 1 $9,810 $16,349.53 1 $9,809.72 $16,349.53 0 $0.00 $0.00 0 $0.00 $0.00 1 $9,809.72 $16,349.53 0 $0.00 $0.001 $19,241.47 $32,069.12 1 19,241.47 $32,069.12 1 $19,241 $32,069.12 1 $19,241.47 $32,069.12 0 $0.00 $0.00 1 $19,241.47 $32,069.12 0 $0.00 $0.00 2 $38,482.94 $64,138.231 $8,112.01 $13,520.01 0 0.00 $0.00 1 $8,112 $13,520.01 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $8,112.01 $13,520.01 1 $8,112.01 $13,520.012 $13,205.85 $22,009.75 2 13,205.85 $22,009.75 2 $13,206 $22,009.75 0 $0.00 $0.00 1 $6,602.93 $11,004.88 0 $0.00 $0.00 1 $6,602.93 $11,004.88 1 $6,602.93 $11,004.881 $12,073.34 $20,122.23 3 36,220.02 $60,366.70 1 $12,073 $20,122.23 1 $12,073.34 $20,122.23 1 $12,073.34 $20,122.23 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00

2 $9,432.35 $15,720.58 2 9,432.35 $15,720.58 1 $4,716 $7,860.29 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $4,716.18 $7,860.29 1 $4,716.18 $7,860.291 $5,659.35 $9,432.25 2 11,318.70 $18,864.50 2 $11,319 $18,864.50 1 $5,659.35 $9,432.25 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $5,659.35 $9,432.251 $7,545.70 $12,576.17 1 7,545.70 $12,576.17 1 $7,546 $12,576.17 0 $0.00 $0.00 0 $0.00 $0.00 1 $7,545.70 $12,576.17 2 $15,091.40 $25,152.33 0 $0.00 $0.002 $9,809.62 $16,349.37 1 4,904.81 $8,174.68 2 $9,810 $16,349.37 1 $4,904.81 $8,174.68 1 $4,904.81 $8,174.68 2 $9,809.62 $16,349.37 1 $4,904.81 $8,174.68 2 $9,809.62 $16,349.372 $10,564.16 $17,606.93 2 10,564.16 $17,606.93 2 $10,564 $17,606.93 1 $5,282.08 $8,803.47 2 $10,564.16 $17,606.93 0 $0.00 $0.00 1 $5,282.08 $8,803.47 1 $5,282.08 $8,803.471 $6,036.62 $10,061.03 1 6,036.62 $10,061.03 0 $0 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $6,036.62 $10,061.03 2 $12,073.24 $20,122.07 1 $6,036.62 $10,061.032 $7,546.00 $12,576.67 1 3,773.00 $6,288.33 0 $0 $0.00 2 $7,546.00 $12,576.67 1 $3,773.00 $6,288.33 0 $0.00 $0.00 1 $3,773.00 $6,288.33 1 $3,773.00 $6,288.33

2 $5,659.53 $9,432.55 2 5,659.53 $9,432.55 2 $5,660 $9,432.55 2 $5,659.53 $9,432.55 1 $2,829.77 $4,716.28 0 $0.00 $0.00 2 $5,659.53 $9,432.55 2 $7,923.15 $9,432.552 $7,923.15 $13,205.25 2 7,923.15 $13,205.25 1 $3,962 $6,602.63 2 $7,923.15 $13,205.25 0 $0.00 $0.00 2 $7,923.15 $13,205.25 2 $7,923.15 $13,205.25 2 $11,318.58 $13,205.252 $11,318.58 $18,864.30 2 11,318.58 $18,864.30 2 $11,319 $18,864.30 0 $0.00 $0.00 1 $5,659.29 $9,432.15 0 $0.00 $0.00 0 $0.00 $0.00 2 $0.00 $18,864.300 $0.00 $0.00 4 18,864.46 $31,440.77 3 $14,148 $23,580.58 0 $0.00 $0.00 0 $0.00 $0.00 1 $4,716.12 $7,860.19 2 $9,432.23 $15,720.38 0 $4,904.75 $0.002 $9,809.50 $16,349.17 2 9,809.50 $16,349.17 2 $9,810 $16,349.17 1 $4,904.75 $8,174.58 0 $0.00 $0.00 0 $0.00 $0.00 2 $9,809.50 $16,349.17 1 $6,791.34 $8,174.582 $6,791.34 $11,318.90 0 0.00 $0.00 0 $0 $0.00 0 $0.00 $0.00 2 $6,791.34 $11,318.90 1 $3,395.67 $5,659.45 4 $13,582.68 $22,637.80 2 $3,397.67 $11,318.90

3 $6,225.32 $10,375.53 2 4,150.21 $6,917.02 2 $4,150 $6,917.02 1 $2,075.11 $3,458.51 1 $2,075.11 $3,458.51 1 $2,075.11 $3,458.51 1 $2,075.11 $3,458.51 1 $1,320.57 $3,458.511 $1,320.57 $2,200.94 3 3,961.70 $6,602.83 3 $3,962 $6,602.83 2 $2,641.13 $4,401.88 0 $0.00 $0.00 1 $1,320.57 $2,200.94 1 $1,320.57 $2,200.94 1 $1,056.48 $2,200.942 $2,112.95 $3,521.59 2 2,112.95 $3,521.59 1 $1,056 $1,760.79 1 $1,056.48 $1,760.79 0 $0.00 $0.00 0 $0.00 $0.00 2 $2,112.95 $3,521.59 1 $4,150.21 $1,760.792 $4,150.21 $6,917.02 3 6,225.32 $10,375.53 2 $4,150 $6,917.02 2 $4,150.21 $6,917.02 1 $2,075.11 $3,458.51 1 $2,075.11 $3,458.51 1 $2,075.11 $3,458.51 2 $0.00 $6,917.021 $1,320.57 $2,200.94 1 1,320.57 $2,200.94 1 $1,321 $2,200.94 1 $1,320.57 $2,200.94 2 $2,641.13 $4,401.88 2 $2,641.13 $4,401.88 1 $1,320.57 $2,200.94 0 $4,150.21 $0.003 $6,225.32 $10,375.53 4 8,300.42 $13,834.03 3 $6,225 $10,375.53 2 $4,150.21 $6,917.02 0 $0.00 $0.00 1 $2,075.11 $3,458.51 2 $4,150.21 $6,917.02 2 $1,320.57 $6,917.023 $3,961.70 $6,602.83 3 3,961.70 $6,602.83 3 $3,962 $6,602.83 2 $2,641.13 $4,401.88 2 $2,641.13 $4,401.88 2 $2,641.13 $4,401.88 2 $2,641.13 $4,401.88 1 $1,320.57 $2,200.94

ASSORTMENT PLAN

Oct Units Oct COGS Oct Retail

Nov Units Nov COGS Nov Retail

Dec Units Dec COGS Dec Retail

Jan Units Jan COGS Jan Retail

Total Units Total COGS Total Retail

$0 $0 $0 $0 $0 $0 $0 $0 0 $0 $0

1 $9,055.18 $15,091.97 1 $9,055.18 $15,091.97 2 $18,110.36 $30,183.93 1 $9,055.18 $15,091.97 11 $99,606.98 $166,011.631 $11,696.07 $19,493.45 3 $35,088.21 $58,480.35 2 $23,392.14 $38,986.90 2 $23,392.14 $38,986.90 15 $175,441.05 $292,401.750 $0.00 $0.00 1 $9,432.45 $15,720.75 1 $9,432.45 $15,720.75 0 $0.00 $0.00 9 $84,892.05 $141,486.750 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $9,432.45 $15,720.75 7 $66,027.15 $110,045.252 $19,619.44 $32,699.07 0 $0.00 $0.00 1 $9,809.72 $16,349.53 2 $19,619.44 $32,699.07 11 $107,906.92 $179,844.873 $57,724.41 $96,207.35 3 $57,724.41 $96,207.35 4 $76,965.88 $128,276.47 3 $57,724.41 $96,207.35 20 $384,829.40 $641,382.332 $16,224.01 $27,040.02 1 $8,112.01 $13,520.01 1 $8,112.01 $13,520.01 1 $8,112.01 $13,520.01 9 $73,008.05 $121,680.080 $0.00 $0.00 2 $13,205.85 $22,009.75 1 $6,602.93 $11,004.88 2 $13,205.85 $22,009.75 14 $92,440.95 $154,068.250 $0.00 $0.00 1 $12,073.34 $20,122.23 2 $24,146.68 $40,244.47 1 $12,073.34 $20,122.23 11 $132,806.74 $221,344.57

1 $4,716.18 $7,860.29 2 $9,432.35 $15,720.58 2 $9,432.35 $15,720.58 2 $9,432.35 $15,720.58 14 $66,026.45 $110,044.080 $0.00 $0.00 0 $0.00 $0.00 1 $5,659.35 $9,432.25 1 $5,659.35 $9,432.25 9 $50,934.15 $84,890.251 $7,545.70 $12,576.17 3 $22,637.10 $37,728.50 2 $15,091.40 $25,152.33 2 $15,091.40 $25,152.33 14 $105,639.80 $176,066.332 $9,809.62 $16,349.37 0 $0.00 $0.00 2 $9,809.62 $16,349.37 1 $4,904.81 $8,174.68 17 $83,381.77 $138,969.621 $5,282.08 $8,803.47 1 $5,282.08 $8,803.47 1 $5,282.08 $8,803.47 1 $5,282.08 $8,803.47 15 $79,231.20 $132,052.001 $6,036.62 $10,061.03 1 $6,036.62 $10,061.03 1 $6,036.62 $10,061.03 2 $12,073.24 $20,122.07 11 $66,402.82 $110,671.371 $3,773.00 $6,288.33 1 $3,773.00 $6,288.33 1 $3,773.00 $6,288.33 1 $3,773.00 $6,288.33 12 $45,276.00 $75,460.00

2 $5,659.53 $9,432.55 0 $0.00 $0.00 2 $5,659.53 $9,432.55 4 $11,319.06 $18,865.10 21 $59,425.07 $99,041.781 $3,961.58 $6,602.63 2 $7,923.15 $13,205.25 4 $15,846.30 $26,410.50 0 $0.00 $0.00 20 $79,231.50 $132,052.500 $0.00 $0.00 2 $11,318.58 $18,864.30 2 $11,318.58 $18,864.30 2 $11,318.58 $18,864.30 15 $84,889.35 $141,482.252 $9,432.23 $15,720.38 2 $9,432.23 $15,720.38 0 $0.00 $0.00 2 $9,432.23 $15,720.38 16 $75,457.84 $125,763.072 $9,809.50 $16,349.17 2 $9,809.50 $16,349.17 4 $19,619.00 $32,698.33 3 $14,714.25 $24,523.75 21 $102,999.75 $171,666.252 $6,791.34 $11,318.90 0 $0.00 $0.00 2 $6,791.34 $11,318.90 2 $6,791.34 $11,318.90 17 $57,726.39 $96,210.65

2 $4,150.21 $6,917.02 1 $2,075.11 $3,458.51 2 $4,150.21 $6,917.02 2 $4,150.21 $6,917.02 19 $39,427.00 $65,711.664 $5,282.26 $8,803.77 2 $2,641.13 $4,401.88 2 $2,641.13 $4,401.88 3 $3,961.70 $6,602.83 23 $30,373.00 $50,621.664 $4,225.90 $7,043.17 2 $2,112.95 $3,521.59 1 $1,056.48 $1,760.79 2 $2,112.95 $3,521.59 18 $19,016.57 $31,694.283 $6,225.32 $10,375.53 2 $4,150.21 $6,917.02 1 $2,075.11 $3,458.51 1 $2,075.11 $3,458.51 21 $43,577.21 $72,628.680 $0.00 $0.00 0 $0.00 $0.00 3 $3,961.70 $6,602.83 2 $2,641.13 $4,401.88 14 $18,487.91 $30,813.185 $10,375.53 $17,292.54 1 $2,075.11 $3,458.51 2 $4,150.21 $6,917.02 2 $4,150.21 $6,917.02 27 $56,027.84 $93,379.734 $5,282.26 $8,803.77 1 $1,320.57 $2,200.94 2 $2,641.13 $4,401.88 1 $1,320.57 $2,200.94 26 $34,334.69 $57,224.48

ASSORTMENT PLAN


WEIGHT (OZ)



Opening Units

Opening Weight


Contemporary Design Leiteng Classic Grace CN050 Necklace One size 24 5.80 1811.35 $10,505.83 $435.00 $0.70 $10,941.53 $18,235.88 1 5.80 $10,941.53 $18,235.88Contemporary Design Leiteng Classic Grace CN01010 Necklace One size 24 3.50 1811.35 $6,339.73 $262.50 $0.70 $6,602.93 $11,004.88 1 3.50 $6,602.93 $11,004.88Contemporary Design Leiteng Classic Grace CN060 Necklace One size 24 5.20 1811.35 $9,419.02 $390.00 $0.70 $9,809.72 $16,349.53 1 5.20 $9,809.72 $16,349.53Custom Design Leiteng Classic Grace CD-N070 Necklace One size 24 4.00 1811.35 $7,245.40 $300.00 $0.70 $7,546.10 $12,576.83 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-N080 Necklace One size 24 3.00 1811.35 $5,434.05 $225.00 $0.70 $5,659.75 $9,432.92 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-N090 Necklace One size 24 6.00 1811.35 $10,868.10 $450.00 $0.70 $11,318.80 $18,864.67 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-N0100 Necklace One size 24 4.80 1811.35 $8,694.48 $360.00 $0.70 $9,055.18 $15,091.97 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-N01020 Necklace One size 24 5.00 1811.35 $9,056.75 $375.00 $0.70 $9,432.45 $15,720.75 0 0.00 $0.00 $0.00

Traditional Chain Leiteng Classic Grace CNC001 Thaonam maree (Akakpi)One size 24 0.68 1811.35 $1,231.72 $51.00 $0.12 $1,282.84 $2,138.06 1 0.68 $1,282.84 $2,138.06Traditional Chain Leiteng Classic Grace CNC002 Thaonam maree One size 24 0.32 1811.35 $579.63 $24.00 $0.12 $603.75 $1,006.25 2 0.64 $1,207.50 $2,012.51Traditional Chain Leiteng Classic Grace CNC003 Gehu maree One size 24 0.68 1811.35 $1,231.72 $51.00 $0.12 $1,282.84 $2,138.06 2 1.36 $2,565.68 $4,276.13Traditional Chain Leiteng Classic Grace CNC004 Laltern maree One size 24 0.42 1811.35 $760.77 $31.50 $0.12 $792.39 $1,320.65 1 0.42 $792.39 $1,320.65Traditional Chain Leiteng Classic Grace CNC005 Nganap Matha (Akakpi) One size 24 0.42 1811.35 $760.77 $31.50 $0.12 $792.39 $1,320.65 1 0.42 $792.39 $1,320.65Traditional Chain Leiteng Classic Grace CNC006 Nganap Matha One size 24 0.68 1811.35 $1,231.72 $51.00 $0.12 $1,282.84 $2,138.06 2 1.36 $2,565.68 $4,276.13Contemporary Design Leiteng Classic Grace CD-NC007 Neck Chain One size 24 0.68 1811.35 $1,231.72 $51.00 $0.12 $1,282.84 $2,138.06 1 0.68 $1,282.84 $2,138.06Contemporary Design Leiteng Classic Grace CD-NC008 Neck Chain One size 24 0.42 1811.35 $760.77 $31.50 $0.12 $792.39 $1,320.65 1 0.42 $792.39 $1,320.65Contemporary Design Leiteng Classic Grace CD-NC009 Neck Chain One size 24 0.50 1811.35 $905.68 $37.50 $0.12 $943.30 $1,572.16 1 0.50 $943.30 $1,572.16Custom Design Leiteng Classic Grace CD-NC010 Neck Chain One size 24 0.68 1811.35 $1,231.72 $51.00 $0.12 $1,282.84 $2,138.06 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-NC011 Neck Chain One size 24 0.68 1811.35 $1,231.72 $51.00 $0.12 $1,282.84 $2,138.06 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-NC012 Neck Chain One size 24 0.68 1811.35 $1,231.72 $51.00 $0.12 $1,282.84 $2,138.06 0 0.00 $0.00 $0.00

Contemporary Design Leiteng Classic Grace CB114 Bangles (Pair) S/M/L 24 0.41 1811.35 $742.65 $30.75 $0.24 $773.64 $1,289.41 1 0.41 $773.64 $1,289.41Contemporary Design Leiteng Classic Grace CB115 Bangles (Pair) S/M/L 24 0.61 1811.35 $1,104.92 $45.75 $0.24 $1,150.91 $1,918.19 2 1.22 $2,301.83 $3,836.38Contemporary Design Leiteng Classic Grace CB116 Bangles (Pair) S/M/L 24 0.61 1811.35 $1,104.92 $45.75 $0.24 $1,150.91 $1,918.19 1 0.61 $1,150.91 $1,918.19Custom Design Leiteng Classic Grace CD-B117 Bangles S/M/L 24 0.61 1811.35 $1,104.92 $45.75 $0.24 $1,150.91 $1,918.19 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-B118 Bangles S/M/L 24 0.41 1811.35 $742.65 $30.75 $0.24 $773.64 $1,289.41 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-B119 Bangles S/M/L 24 0.41 1811.35 $742.65 $30.75 $0.24 $773.64 $1,289.41 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-B120 Bangles S/M/L 24 0.89 1811.35 $1,612.10 $66.75 $0.24 $1,679.09 $2,798.49 0 0.00 $0.00 $0.00

Contemporary Design Leiteng Classic Grace CLE002 Long Earrings One Size 24 0.61 1811.35 $1,104.92 $45.75 $0.30 $1,150.97 $1,918.29 1 0.61 $1,150.97 $1,918.29Contemporary Design Leiteng Classic Grace CLE003 Long Earrings One Size 24 0.41 1811.35 $742.65 $30.75 $0.30 $773.70 $1,289.51 1 0.41 $773.70 $1,289.51Contemporary Design Leiteng Classic Grace CLE004 Long Earrings One Size 24 0.41 1811.35 $742.65 $30.75 $0.30 $773.70 $1,289.51 1 0.41 $773.70 $1,289.51Custom Design Leiteng Classic Grace CD-LE005 Long Earrings One Size 24 0.61 1811.35 $1,104.92 $45.75 $0.30 $1,150.97 $1,918.29 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-LE006 Long Earrings One Size 24 0.41 1811.35 $742.65 $30.75 $0.30 $773.70 $1,289.51 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-LE007 Long Earrings One Size 24 0.80 1811.35 $1,449.08 $60.00 $0.30 $1,509.38 $2,515.63 0 0.00 $0.00 $0.00

Contemporary Design Leiteng Classic Grace CE-S10 Studs One Size 24 0.16 1811.35 $289.82 $12.00 $0.12 $301.94 $503.23 2 0.32 $603.87 $1,006.45Contemporary Design Leiteng Classic Grace CE-S20 Studs One Size 24 0.21 1811.35 $380.38 $15.75 $0.12 $396.25 $660.42 2 0.42 $792.51 $1,320.85Contemporary Design Leiteng Classic Grace CE-S30 Studs One Size 24 0.24 1811.35 $434.72 $18.00 $0.12 $452.84 $754.74 2 0.48 $905.69 $1,509.48Custom Design Leiteng Classic Grace CE-S60 Studs One Size 24 0.21 1811.35 $380.38 $15.75 $0.12 $396.25 $660.42 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CE-S70 Studs One Size 24 0.15 1811.35 $271.70 $11.25 $0.12 $283.07 $471.79 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CE-S80 Studs One Size 24 0.15 1811.35 $271.70 $11.25 $0.12 $283.07 $471.79 0 0.00 $0.00 $0.00

Contemporary Design Leiteng Classic Grace CR206 Ring 6/6.5/7/* 24 0.21 1811.35 $380.38 $15.75 $0.12 $396.25 $660.42 1 0.21 $396.25 $660.42Contemporary Design Leiteng Classic Grace CR207 Ring 6/6.5/7/* 24 0.24 1811.35 $434.72 $18.00 $0.12 $452.84 $754.74 2 0.48 $905.69 $1,509.48Contemporary Design Leiteng Classic Grace CR208 Ring 6/6.5/7/* 24 0.18 1811.35 $326.04 $13.50 $0.12 $339.66 $566.11 1 0.18 $339.66 $566.11Contemporary Design Leiteng Classic Grace CR209 Ring 6/6.5/7/* 24 0.21 1811.35 $380.38 $15.75 $0.12 $396.25 $660.42 2 0.42 $792.51 $1,320.85Contemporary Design Leiteng Classic Grace CR2010 Ring 6/6.5/7/* 24 0.34 1811.35 $615.86 $25.50 $0.12 $641.48 $1,069.13 1 0.34 $641.48 $1,069.13Contemporary Design Leiteng Classic Grace CR2011 Ring 6/6.5/7/* 24 0.32 1811.35 $579.63 $24.00 $0.12 $603.75 $1,006.25 1 0.32 $603.75 $1,006.25Custom Design Leiteng Classic Grace CD-CR1 Ring 24 0.24 1811.35 $434.72 $18.00 $0.12 $452.84 $754.74 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-CR2 Ring Custom 24 0.21 1811.35 $380.38 $15.75 $0.12 $396.25 $660.42 0 0.00 $0.00 $0.00Custom Design Leiteng Classic Grace CD-CR3 Ring Custom 24 0.24 1811.35 $434.72 $18.00 $0.12 $452.84 $754.74 0 0.00 $0.00 $0.00

ASSORTMENT PLAN









$0.00 $0 0.00 $0 $0 $0 $0 $0 $0 0 $0 $0 $0 $0 $0 $0

0 $0.00 $0.00 0 0.00 $0.00 1 $10,942 $18,235.88 1 $10,941.53 $18,235.88 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.001 $6,602.93 $11,004.88 1 6,602.93 $11,004.88 2 $13,206 $22,009.75 1 $6,602.93 $11,004.88 1 $6,602.93 $11,004.88 2 $13,205.85 $22,009.75 1 $6,602.93 $11,004.88 1 $6,602.93 $11,004.882 $19,619.44 $32,699.07 2 19,619.44 $32,699.07 2 $19,619 $32,699.07 0 $0.00 $0.00 0 $0.00 $0.00 1 $9,809.72 $16,349.53 1 $9,809.72 $16,349.53 0 $0.00 $0.001 $7,546.10 $12,576.83 1 7,546.10 $12,576.83 1 $7,546 $12,576.83 0 $0.00 $0.00 1 $7,546.10 $12,576.83 0 $0.00 $0.00 1 $7,546.10 $12,576.83 1 $7,546.10 $12,576.831 $5,659.75 $9,432.92 1 5,659.75 $9,432.92 2 $11,320 $18,865.83 1 $5,659.75 $9,432.92 0 $0.00 $0.00 2 $11,319.50 $18,865.83 0 $0.00 $0.00 1 $5,659.75 $9,432.921 $11,318.80 $18,864.67 1 11,318.80 $18,864.67 2 $22,638 $37,729.33 1 $11,318.80 $18,864.67 0 $0.00 $0.00 0 $0.00 $0.00 1 $11,318.80 $18,864.67 0 $0.00 $0.001 $9,055.18 $15,091.97 1 9,055.18 $15,091.97 1 $9,055 $15,091.97 1 $9,055.18 $15,091.97 1 $9,055.18 $15,091.97 1 $9,055.18 $15,091.97 0 $0.00 $0.00 0 $9,432.45 $0.001 $9,432.45 $15,720.75 1 9,432.45 $15,720.75 2 $18,865 $31,441.50 1 $9,432.45 $15,720.75 1 $9,432.45 $15,720.75 1 $9,432.45 $15,720.75 1 $9,432.45 $15,720.75 1 $9,432.45 $15,720.75

2 $2,565.68 $4,276.13 1 1,282.84 $2,138.06 1 $1,283 $2,138.06 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 0 $0.00 $0.00 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.061 $603.75 $1,006.25 3 1,811.26 $3,018.76 2 $1,208 $2,012.51 0 $0.00 $0.00 1 $603.75 $1,006.25 1 $603.75 $1,006.25 0 $0.00 $0.00 1 $603.75 $1,006.251 $1,282.84 $2,138.06 2 2,565.68 $4,276.13 1 $1,283 $2,138.06 0 $0.00 $0.00 2 $2,565.68 $4,276.13 1 $1,282.84 $2,138.06 0 $0.00 $0.00 0 $792.39 $0.002 $1,584.77 $2,641.29 4 3,169.55 $5,282.58 2 $1,585 $2,641.29 1 $792.39 $1,320.65 1 $792.39 $1,320.65 1 $792.39 $1,320.65 0 $0.00 $0.00 1 $792.39 $1,320.652 $1,584.77 $2,641.29 3 2,377.16 $3,961.94 1 $792 $1,320.65 1 $792.39 $1,320.65 1 $792.39 $1,320.65 0 $0.00 $0.00 2 $1,584.77 $2,641.29 1 $1,282.84 $1,320.652 $2,565.68 $4,276.13 1 1,282.84 $2,138.06 1 $1,283 $2,138.06 1 $1,282.84 $2,138.06 0 $0.00 $0.00 1 $1,282.84 $2,138.06 0 $0.00 $0.00 1 $1,282.84 $2,138.061 $1,282.84 $2,138.06 2 2,565.68 $4,276.13 0 $0 $0.00 0 $0.00 $0.00 2 $2,565.68 $4,276.13 1 $1,282.84 $2,138.06 0 $0.00 $0.00 1 $1,282.84 $2,138.062 $1,584.77 $2,641.29 2 1,584.77 $2,641.29 2 $1,585 $2,641.29 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $792.39 $1,320.65 0 $0.00 $0.001 $943.30 $1,572.16 1 943.30 $1,572.16 1 $943 $1,572.16 0 $0.00 $0.00 0 $0.00 $0.00 2 $1,886.59 $3,144.32 1 $943.30 $1,572.16 1 $943.30 $1,572.161 $1,282.84 $2,138.06 2 2,565.68 $4,276.13 0 $0 $0.00 1 $1,282.84 $2,138.06 0 $0.00 $0.00 2 $2,565.68 $4,276.13 0 $0.00 $0.00 0 $0.00 $0.001 $1,282.84 $2,138.06 1 1,282.84 $2,138.06 2 $2,566 $4,276.13 0 $0.00 $0.00 0 $0.00 $0.00 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.061 $1,282.84 $2,138.06 2 2,565.68 $4,276.13 1 $1,283 $2,138.06 0 $0.00 $0.00 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 0 $0.00 $0.00 1 $1,282.84 $2,138.06

0 $0.00 $0.00 2 1,547.29 $2,578.81 2 $1,547 $2,578.81 2 $1,547.29 $2,578.81 1 $773.64 $1,289.41 0 $0.00 $0.00 1 $773.64 $1,289.41 0 $0.00 $0.001 $1,150.91 $1,918.19 1 1,150.91 $1,918.19 1 $1,151 $1,918.19 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $1,150.91 $1,918.19 1 $1,150.91 $1,918.192 $2,301.83 $3,836.38 2 2,301.83 $3,836.38 0 $0 $0.00 1 $1,150.91 $1,918.19 1 $1,150.91 $1,918.19 2 $2,301.83 $3,836.38 0 $0.00 $0.00 1 $1,150.91 $1,918.193 $3,452.74 $5,754.57 1 1,150.91 $1,918.19 2 $2,302 $3,836.38 1 $1,150.91 $1,918.19 0 $0.00 $0.00 0 $0.00 $0.00 2 $2,301.83 $3,836.38 1 $1,150.91 $1,918.190 $0.00 $0.00 2 1,547.29 $2,578.81 0 $0 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $773.64 $1,289.41 0 $0.00 $0.00 0 $0.00 $0.001 $773.64 $1,289.41 2 1,547.29 $2,578.81 2 $1,547 $2,578.81 0 $0.00 $0.00 1 $773.64 $1,289.41 1 $773.64 $1,289.41 0 $0.00 $0.00 2 $1,547.29 $2,578.812 $3,358.18 $5,596.97 1 1,679.09 $2,798.49 1 $1,679 $2,798.49 0 $0.00 $0.00 1 $1,679.09 $2,798.49 2 $3,358.18 $5,596.97 2 $3,358.18 $5,596.97 1 $1,679.09 $2,798.49

1 $1,150.97 $1,918.29 1 1,150.97 $1,918.29 1 $1,151 $1,918.29 1 $1,150.97 $1,918.29 1 $1,150.97 $1,918.29 1 $1,150.97 $1,918.29 1 $1,150.97 $1,918.29 1 $1,150.97 $1,918.292 $1,547.41 $2,579.01 0 0.00 $0.00 1 $774 $1,289.51 1 $773.70 $1,289.51 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.001 $773.70 $1,289.51 2 1,547.41 $2,579.01 2 $1,547 $2,579.01 0 $0.00 $0.00 0 $0.00 $0.00 1 $773.70 $1,289.51 1 $773.70 $1,289.51 0 $0.00 $0.000 $0.00 $0.00 1 1,150.97 $1,918.29 1 $1,151 $1,918.29 0 $0.00 $0.00 0 $0.00 $0.00 1 $1,150.97 $1,918.29 0 $0.00 $0.00 1 $1,150.97 $1,918.291 $773.70 $1,289.51 0 0.00 $0.00 2 $1,547 $2,579.01 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $773.70 $1,289.51 2 $1,547.41 $2,579.012 $3,018.76 $5,031.27 2 3,018.76 $5,031.27 2 $3,019 $5,031.27 0 $0.00 $0.00 0 $0.00 $0.00 1 $1,509.38 $2,515.63 1 $1,509.38 $2,515.63 1 $1,509.38 $2,515.63

2 $603.87 $1,006.45 2 603.87 $1,006.45 3 $906 $1,509.68 1 $301.94 $503.23 0 $0.00 $0.00 0 $0.00 $0.00 2 $603.87 $1,006.45 1 $396.25 $503.232 $792.51 $1,320.85 3 1,188.76 $1,981.27 2 $793 $1,320.85 1 $396.25 $660.42 1 $396.25 $660.42 1 $396.25 $660.42 1 $396.25 $660.42 1 $396.25 $660.421 $452.84 $754.74 1 452.84 $754.74 2 $906 $1,509.48 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $452.84 $754.741 $396.25 $660.42 3 1,188.76 $1,981.27 0 $0 $0.00 0 $0.00 $0.00 1 $396.25 $660.42 0 $0.00 $0.00 0 $0.00 $0.00 1 $396.25 $660.423 $849.22 $1,415.36 2 566.15 $943.58 1 $283 $471.79 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $283.07 $471.791 $283.07 $471.79 1 283.07 $471.79 2 $566 $943.58 2 $566.15 $943.58 0 $0.00 $0.00 1 $283.07 $471.79 0 $0.00 $0.00 2 $566.15 $943.58

4 $1,585.01 $2,641.69 3 1,188.76 $1,981.27 3 $1,189 $1,981.27 0 $0.00 $0.00 1 $396.25 $660.42 0 $0.00 $0.00 0 $0.00 $0.00 1 $396.25 $660.422 $905.69 $1,509.48 1 452.84 $754.74 2 $906 $1,509.48 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $452.84 $754.74 0 $0.00 $0.003 $1,018.99 $1,698.32 3 1,018.99 $1,698.32 2 $679 $1,132.21 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $339.66 $566.114 $1,585.01 $2,641.69 2 792.51 $1,320.85 3 $1,189 $1,981.27 1 $396.25 $660.42 2 $792.51 $1,320.85 1 $396.25 $660.42 0 $0.00 $0.00 0 $0.00 $0.002 $1,282.96 $2,138.26 1 641.48 $1,069.13 3 $1,924 $3,207.40 0 $0.00 $0.00 0 $0.00 $0.00 2 $1,282.96 $2,138.26 0 $0.00 $0.00 0 $0.00 $0.002 $1,207.50 $2,012.51 3 1,811.26 $3,018.76 3 $1,811 $3,018.76 1 $603.75 $1,006.25 1 $603.75 $1,006.25 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.004 $1,811.38 $3,018.96 2 905.69 $1,509.48 0 $0 $0.00 0 $0.00 $0.00 1 $452.84 $754.74 0 $0.00 $0.00 0 $0.00 $0.00 2 $905.69 $1,509.484 $1,585.01 $2,641.69 2 792.51 $1,320.85 2 $793 $1,320.85 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $396.25 $660.42 1 $396.25 $660.423 $1,358.53 $2,264.22 1 452.84 $754.74 1 $453 $754.74 2 $905.69 $1,509.48 0 $0.00 $0.00 2 $905.69 $1,509.48 1 $452.84 $754.74 2 $905.69 $1,509.48

ASSORTMENT PLAN






$0 $0 $0 $0 $0 $0 $0 $0 0 $0 $0

0 $0.00 $0.00 1 $10,941.53 $18,235.88 2 $21,883.06 $36,471.77 1 $10,941.53 $18,235.88 6 $65,649.18 $109,415.302 $13,205.85 $22,009.75 0 $0.00 $0.00 0 $0.00 $0.00 1 $6,602.93 $11,004.88 13 $85,838.03 $143,063.382 $19,619.44 $32,699.07 1 $9,809.72 $16,349.53 1 $9,809.72 $16,349.53 0 $0.00 $0.00 12 $117,716.64 $196,194.401 $7,546.10 $12,576.83 2 $15,092.20 $25,153.67 1 $7,546.10 $12,576.83 0 $0.00 $0.00 10 $75,461.00 $125,768.331 $5,659.75 $9,432.92 0 $0.00 $0.00 0 $0.00 $0.00 1 $5,659.75 $9,432.92 10 $56,597.50 $94,329.171 $11,318.80 $18,864.67 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 7 $79,231.60 $132,052.672 $18,110.36 $30,183.93 1 $9,055.18 $15,091.97 0 $0.00 $0.00 1 $9,055.18 $15,091.97 10 $90,551.80 $150,919.670 $0.00 $0.00 1 $9,432.45 $15,720.75 1 $9,432.45 $15,720.75 1 $9,432.45 $15,720.75 12 $113,189.40 $188,649.00

1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 2 $2,565.68 $4,276.13 2 $2,565.68 $4,276.13 14 $17,959.73 $29,932.892 $1,207.50 $2,012.51 1 $603.75 $1,006.25 2 $1,207.50 $2,012.51 2 $1,207.50 $2,012.51 16 $9,660.03 $16,100.051 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 11 $14,111.22 $23,518.702 $1,584.77 $2,641.29 0 $0.00 $0.00 3 $2,377.16 $3,961.94 3 $2,377.16 $3,961.94 20 $15,847.74 $26,412.902 $1,584.77 $2,641.29 0 $0.00 $0.00 2 $1,584.77 $2,641.29 2 $1,584.77 $2,641.29 17 $13,470.58 $22,450.970 $0.00 $0.00 1 $1,282.84 $2,138.06 2 $2,565.68 $4,276.13 3 $3,848.51 $6,414.19 13 $16,676.89 $27,794.820 $0.00 $0.00 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 10 $12,828.38 $21,380.630 $0.00 $0.00 2 $1,584.77 $2,641.29 2 $1,584.77 $2,641.29 2 $1,584.77 $2,641.29 13 $10,301.03 $17,168.391 $943.30 $1,572.16 2 $1,886.59 $3,144.32 2 $1,886.59 $3,144.32 1 $943.30 $1,572.16 13 $12,262.84 $20,438.062 $2,565.68 $4,276.13 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 2 $2,565.68 $4,276.13 12 $15,394.06 $25,656.761 $1,282.84 $2,138.06 0 $0.00 $0.00 2 $2,565.68 $4,276.13 0 $0.00 $0.00 10 $12,828.38 $21,380.630 $0.00 $0.00 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 1 $1,282.84 $2,138.06 10 $12,828.38 $21,380.63

1 $773.64 $1,289.41 0 $0.00 $0.00 2 $1,547.29 $2,578.81 2 $1,547.29 $2,578.81 13 $10,057.37 $16,762.280 $0.00 $0.00 0 $0.00 $0.00 3 $3,452.74 $5,754.57 1 $1,150.91 $1,918.19 9 $10,358.22 $17,263.701 $1,150.91 $1,918.19 0 $0.00 $0.00 1 $1,150.91 $1,918.19 1 $1,150.91 $1,918.19 12 $13,810.96 $23,018.270 $0.00 $0.00 0 $0.00 $0.00 2 $2,301.83 $3,836.38 2 $2,301.83 $3,836.38 14 $16,112.79 $26,854.651 $773.64 $1,289.41 2 $1,547.29 $2,578.81 2 $1,547.29 $2,578.81 1 $773.64 $1,289.41 9 $6,962.79 $11,604.651 $773.64 $1,289.41 3 $2,320.93 $3,868.22 1 $773.64 $1,289.41 2 $1,547.29 $2,578.81 16 $12,378.30 $20,630.490 $0.00 $0.00 2 $3,358.18 $5,596.97 1 $1,679.09 $2,798.49 1 $1,679.09 $2,798.49 14 $23,507.28 $39,178.80

1 $1,150.97 $1,918.29 1 $1,150.97 $1,918.29 1 $1,150.97 $1,918.29 1 $1,150.97 $1,918.29 12 $13,811.68 $23,019.471 $773.70 $1,289.51 1 $773.70 $1,289.51 2 $1,547.41 $2,579.01 2 $1,547.41 $2,579.01 10 $7,737.04 $12,895.061 $773.70 $1,289.51 1 $773.70 $1,289.51 2 $1,547.41 $2,579.01 2 $1,547.41 $2,579.01 13 $10,058.15 $16,763.581 $1,150.97 $1,918.29 0 $0.00 $0.00 2 $2,301.95 $3,836.58 2 $2,301.95 $3,836.58 9 $10,358.76 $17,264.600 $0.00 $0.00 1 $773.70 $1,289.51 1 $773.70 $1,289.51 1 $773.70 $1,289.51 9 $6,963.33 $11,605.551 $1,509.38 $2,515.63 1 $1,509.38 $2,515.63 2 $3,018.76 $5,031.27 1 $1,509.38 $2,515.63 14 $21,131.32 $35,218.87

1 $301.94 $503.23 1 $301.94 $503.23 2 $603.87 $1,006.45 1 $301.94 $503.23 16 $4,830.98 $8,051.632 $792.51 $1,320.85 1 $396.25 $660.42 3 $1,188.76 $1,981.27 1 $396.25 $660.42 19 $7,528.82 $12,548.030 $0.00 $0.00 2 $905.69 $1,509.48 1 $452.84 $754.74 2 $905.69 $1,509.48 10 $4,528.44 $7,547.401 $396.25 $660.42 0 $0.00 $0.00 1 $396.25 $660.42 2 $792.51 $1,320.85 10 $3,962.54 $6,604.232 $566.15 $943.58 0 $0.00 $0.00 2 $566.15 $943.58 1 $283.07 $471.79 12 $3,396.87 $5,661.451 $283.07 $471.79 1 $283.07 $471.79 2 $566.15 $943.58 1 $283.07 $471.79 14 $3,963.02 $6,605.03

0 $0.00 $0.00 0 $0.00 $0.00 2 $792.51 $1,320.85 1 $396.25 $660.42 15 $5,943.80 $9,906.340 $0.00 $0.00 1 $452.84 $754.74 2 $905.69 $1,509.48 2 $905.69 $1,509.48 11 $4,981.28 $8,302.140 $0.00 $0.00 1 $339.66 $566.11 2 $679.33 $1,132.21 1 $339.66 $566.11 13 $4,415.62 $7,359.372 $792.51 $1,320.85 0 $0.00 $0.00 3 $1,188.76 $1,981.27 1 $396.25 $660.42 19 $7,528.82 $12,548.030 $0.00 $0.00 0 $0.00 $0.00 4 $2,565.92 $4,276.53 2 $1,282.96 $2,138.26 14 $8,980.71 $14,967.840 $0.00 $0.00 1 $603.75 $1,006.25 5 $3,018.76 $5,031.27 1 $603.75 $1,006.25 17 $10,263.78 $17,106.311 $452.84 $754.74 1 $452.84 $754.74 3 $1,358.53 $2,264.22 1 $452.84 $754.74 15 $6,792.66 $11,321.100 $0.00 $0.00 1 $396.25 $660.42 3 $1,188.76 $1,981.27 2 $792.51 $1,320.85 16 $6,340.06 $10,566.761 $452.84 $754.74 1 $452.84 $754.74 3 $1,358.53 $2,264.22 2 $905.69 $1,509.48 19 $8,604.04 $14,340.06

ASSORTMENT PLAN


WEIGHT (OZ)



Opening Units

Opening Weight


Contemporary Design Leiteng The Bold Collection MC006 Chain One size 24 0.21 1811.35 $380.38 $15.75 $0.24 $396.37 $660.62 1 0.21 $396.37 $660.62Contemporary Design Leiteng The Bold Collection MC007 Chain One size 24 0.26 1811.35 $470.95 $19.50 $0.24 $490.69 $817.82 1 0.26 $490.69 $817.82Contemporary Design Leiteng The Bold Collection MC008 Chain One size 24 0.24 1811.35 $434.72 $18.00 $0.24 $452.96 $754.94 1 0.24 $452.96 $754.94Contemporary Design Leiteng The Bold Collection MC009 Chain One size 24 0.18 1811.35 $326.04 $13.50 $0.24 $339.78 $566.31 1 0.18 $339.78 $566.31Contemporary Design Leiteng The Bold Collection MC010 Chain One size 24 0.21 1811.35 $380.38 $15.75 $0.24 $396.37 $660.62 1 0.21 $396.37 $660.62Contemporary Design Leiteng The Bold Collection MC020 Chain One size 24 0.24 1811.35 $434.72 $18.00 $0.24 $452.96 $754.94 1 0.24 $452.96 $754.94Custom Design Leiteng The Bold Collection MC030 Chain custom 24 0.24 1811.35 $434.72 $18.00 $0.24 $452.96 $754.94 0 0.00 $0.00 $0.00Custom Design Leiteng The Bold Collection MC040 Chain custom 24 0.28 1811.35 $507.18 $21.00 $0.24 $528.42 $880.70 0 0.00 $0.00 $0.00Custom Design Leiteng The Bold Collection MC050 Chain custom 24 0.28 1811.35 $507.18 $21.00 $0.24 $528.42 $880.70 0 0.00 $0.00 $0.00

Contemporary Design Leiteng The Bold Collection MC060 Ring 9/9.5/10/* 24 0.18 1811.35 $326.04 $13.50 $0.12 $339.66 $566.11 0 0.00 $0.00 $0.00Contemporary Design Leiteng The Bold Collection MC070 Ring 9/9.5/10/* 24 0.21 1811.35 $380.38 $15.75 $0.12 $396.25 $660.42 1 0.21 $396.25 $660.42Contemporary Design Leiteng The Bold Collection MC080 Ring 9/9.5/10/* 24 0.26 1811.35 $470.95 $19.50 $0.12 $490.57 $817.62 1 0.26 $490.57 $817.62Contemporary Design Leiteng The Bold Collection MC090 Ring 9/9.5/10/* 24 0.24 1811.35 $434.72 $18.00 $0.12 $452.84 $754.74 0 0.00 $0.00 $0.00Contemporary Design Leiteng The Bold Collection MC0100 Ring 9/9.5/10/* 24 0.18 1811.35 $326.04 $13.50 $0.12 $339.66 $566.11 1 0.18 $339.66 $566.11Contemporary Design Leiteng The Bold Collection MC0200 Ring 9/9.5/10/* 24 0.21 1811.35 $380.38 $15.75 $0.12 $396.25 $660.42 1 0.21 $396.25 $660.42Custom Design Leiteng The Bold Collection MC0300 Ring custom 24 0.21 1811.35 $380.38 $15.75 $0.12 $396.25 $660.42 1 0.21 $396.25 $660.42Custom Design Leiteng The Bold Collection MC0400 Ring custom 24 0.23 1811.35 $416.61 $17.25 $0.12 $433.98 $723.30 0 0.00 $0.00 $0.00Custom Design Leiteng The Bold Collection MC0500 Ring custom 24 0.28 1811.35 $507.18 $21.00 $0.12 $528.30 $880.50 0 0.00 $0.00 $0.00Custom Design Leiteng The Bold Collection MC0600 Ring custom 24 0.18 1811.35 $326.04 $13.50 $0.12 $339.66 $566.11 0 0.00 $0.00 $0.00

Contemporary Design Leiteng Charms Collection KN100 Necklace One Size 24 0.18 1811.35 $326.04 $13.50 $0.70 $340.24 $567.07 1 0.18 $340.24 $567.07Contemporary Design Leiteng Charms Collection KN101 Necklace One Size 24 0.21 1811.35 $380.38 $15.75 $0.70 $396.83 $661.39 0 0.00 $0.00 $0.00Contemporary Design Leiteng Charms Collection KN102 Necklace One Size 24 0.18 1811.35 $326.04 $13.50 $0.70 $340.24 $567.07 1 0.18 $340.24 $567.07Contemporary Design Leiteng Charms Collection KN103 Necklace One Size 24 0.24 1811.35 $434.72 $18.00 $0.70 $453.42 $755.71 0 0.00 $0.00 $0.00Contemporary Design Leiteng Charms Collection KN104 Necklace One Size 24 0.21 1811.35 $380.38 $15.75 $0.70 $396.83 $661.39 0 0.00 $0.00 $0.00Custome Design Leiteng Charms Collection KN-CD105 Necklace Custom 24 0.18 1811.35 $326.04 $13.50 $0.70 $340.24 $567.07 0 0.00 $0.00 $0.00Custome Design Leiteng Charms Collection KN-CD106 Necklace Custom 24 0.18 1811.35 $326.04 $13.50 $0.70 $340.24 $567.07 0 0.00 $0.00 $0.00

Contemporary Design Leiteng Charms Collection KR003 Bangles S/M/L 24 0.16 1811.35 $289.82 $12.00 $0.12 $301.94 $503.23 1 0.16 $301.94 $503.23Contemporary Design Leiteng Charms Collection KR004 Bangles S/M/L 24 0.14 1811.35 $253.59 $10.50 $0.12 $264.21 $440.35 1 0.14 $264.21 $440.35Contemporary Design Leiteng Charms Collection KR005 Bangles S/M/L 24 0.18 1811.35 $326.04 $13.50 $0.12 $339.66 $566.11 0 0.00 $0.00 $0.00Contemporary Design Leiteng Charms Collection KR006 Bangles S/M/L 24 0.18 1811.35 $326.04 $13.50 $0.12 $339.66 $566.11 0 0.00 $0.00 $0.00Custome Design Leiteng Charms Collection KR-CD007 Bangles Custom 24 0.12 1811.35 $217.36 $9.00 $0.12 $226.48 $377.47 0 0.00 $0.00 $0.00

Contemporary Design Leiteng Charms Collection AM1000 Armlet One Size 24 0.24 1811.35 $434.72 $18.00 $0.24 $452.96 $754.94 1 0.24 $452.96 $754.94Contemporary Design Leiteng Charms Collection AM2000 Armlet One Size 24 0.21 1811.35 $380.38 $15.75 $0.24 $396.37 $660.62 0 0.00 $0.00 $0.00Contemporary Design Leiteng Charms Collection AM3000 Armlet One Size 24 0.21 1811.35 $380.38 $15.75 $0.24 $396.37 $660.62 0 0.00 $0.00 $0.00Custome Design Leiteng Charms Collection AM-CD4000 Armlet Custom 24 0.21 1811.35 $380.38 $15.75 $0.24 $396.37 $660.62 0 0.00 $0.00 $0.00

Contemporary Design Leiteng Charms Collection KB001 Ring S/M/L 24 0.06 1811.35 $108.68 $4.50 $0.24 $113.42 $189.04 1 0.06 $113.42 $189.04Contemporary Design Leiteng Charms Collection KB002 Ring S/M/L 24 0.09 1811.35 $163.02 $6.75 $0.24 $170.01 $283.35 0 0.00 $0.00 $0.00Contemporary Design Leiteng Charms Collection KB003 Ring S/M/L 24 0.12 1811.35 $217.36 $9.00 $0.24 $226.60 $377.67 1 0.12 $226.60 $377.67Custome Design Leiteng Charms Collection KB-CD004 Ring Custom 24 0.09 1811.35 $163.02 $6.75 $0.24 $170.01 $283.35 0 0.00 $0.00 $0.00TOTAL 77 105.67 $199,350.24 $332,249.94AVG SALES

ASSORTMENT PLAN









$0.00 $0 0.00 $0 $0 $0 $0 $0 $0 0 $0 $0 $0 $0 $0 $0

0 $0.00 $0.00 2 792.75 $1,321.25 2 $793 $1,321.25 1 $396.37 $660.62 1 $396.37 $660.62 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.002 $981.38 $1,635.64 2 981.38 $1,635.64 1 $491 $817.82 1 $490.69 $817.82 2 $981.38 $1,635.64 0 $0.00 $0.00 1 $490.69 $817.82 1 $490.69 $817.822 $905.93 $1,509.88 1 452.96 $754.94 2 $906 $1,509.88 0 $0.00 $0.00 1 $452.96 $754.94 1 $452.96 $754.94 0 $0.00 $0.00 0 $0.00 $0.001 $339.78 $566.31 2 679.57 $1,132.61 1 $340 $566.31 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $339.78 $566.313 $1,189.12 $1,981.87 1 396.37 $660.62 1 $396 $660.62 1 $396.37 $660.62 0 $0.00 $0.00 2 $792.75 $1,321.25 1 $396.37 $660.62 1 $396.37 $660.621 $452.96 $754.94 2 905.93 $1,509.88 0 $0 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $452.96 $754.94 1 $452.96 $754.94 1 $452.96 $754.941 $452.96 $754.94 1 452.96 $754.94 3 $1,359 $2,264.82 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.001 $528.42 $880.70 1 528.42 $880.70 2 $1,057 $1,761.39 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.001 $528.42 $880.70 2 1,056.84 $1,761.39 1 $528 $880.70 0 $0.00 $0.00 0 $0.00 $0.00 1 $528.42 $880.70 0 $0.00 $0.00 1 $528.42 $880.70

1 $339.66 $566.11 0 0.00 $0.00 0 $0 $0.00 1 $339.66 $566.11 1 $339.66 $566.11 1 $339.66 $566.11 2 $679.33 $1,132.21 1 $339.66 $566.112 $792.51 $1,320.85 2 792.51 $1,320.85 1 $396 $660.42 1 $396.25 $660.42 1 $396.25 $660.42 0 $0.00 $0.00 0 $0.00 $0.00 1 $396.25 $660.422 $981.14 $1,635.24 2 981.14 $1,635.24 1 $491 $817.62 0 $0.00 $0.00 1 $490.57 $817.62 1 $490.57 $817.62 1 $490.57 $817.62 0 $0.00 $0.000 $0.00 $0.00 1 452.84 $754.74 2 $906 $1,509.48 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $452.84 $754.74 1 $452.84 $754.742 $679.33 $1,132.21 2 679.33 $1,132.21 1 $340 $566.11 0 $0.00 $0.00 0 $0.00 $0.00 1 $339.66 $566.11 0 $0.00 $0.00 1 $339.66 $566.111 $396.25 $660.42 0 0.00 $0.00 2 $793 $1,320.85 1 $396.25 $660.42 1 $396.25 $660.42 0 $0.00 $0.00 0 $0.00 $0.00 1 $396.25 $660.422 $792.51 $1,320.85 1 396.25 $660.42 1 $396 $660.42 0 $0.00 $0.00 1 $396.25 $660.42 1 $396.25 $660.42 0 $0.00 $0.00 1 $396.25 $660.421 $433.98 $723.30 2 867.96 $1,446.60 1 $434 $723.30 1 $433.98 $723.30 1 $433.98 $723.30 0 $0.00 $0.00 1 $433.98 $723.30 1 $433.98 $723.301 $528.30 $880.50 1 528.30 $880.50 0 $0 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $528.30 $880.50 0 $0.00 $0.00 0 $0.00 $0.001 $339.66 $566.11 2 679.33 $1,132.21 2 $679 $1,132.21 1 $339.66 $566.11 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $339.66 $566.11

1 $340.24 $567.07 0 0.00 $0.00 2 $680 $1,134.14 0 $0.00 $0.00 1 $340.24 $567.07 0 $0.00 $0.00 1 $340.24 $567.07 1 $340.24 $567.071 $396.83 $661.39 1 396.83 $661.39 1 $397 $661.39 1 $396.83 $661.39 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.003 $1,020.73 $1,701.22 0 0.00 $0.00 2 $680 $1,134.14 0 $0.00 $0.00 0 $0.00 $0.00 1 $340.24 $567.07 0 $0.00 $0.00 0 $0.00 $0.002 $906.85 $1,511.41 2 906.85 $1,511.41 1 $453 $755.71 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 2 $906.85 $1,511.41 1 $453.42 $755.712 $793.67 $1,322.78 1 396.83 $661.39 2 $794 $1,322.78 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $396.83 $661.391 $340.24 $567.07 2 680.49 $1,134.14 1 $340 $567.07 2 $680.49 $1,134.14 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.002 $680.49 $1,134.14 0 0.00 $0.00 0 $0 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $340.24 $567.07

1 $301.94 $503.23 1 301.94 $503.23 3 $906 $1,509.68 0 $0.00 $0.00 1 $301.94 $503.23 1 $301.94 $503.23 0 $0.00 $0.00 2 $603.87 $1,006.452 $528.42 $880.70 1 264.21 $440.35 2 $528 $880.70 1 $264.21 $440.35 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $264.21 $440.351 $339.66 $566.11 2 679.33 $1,132.21 1 $340 $566.11 0 $0.00 $0.00 1 $339.66 $566.11 0 $0.00 $0.00 2 $679.33 $1,132.21 2 $679.33 $1,132.212 $679.33 $1,132.21 1 339.66 $566.11 2 $679 $1,132.21 1 $339.66 $566.11 0 $0.00 $0.00 1 $339.66 $566.11 0 $0.00 $0.00 0 $0.00 $0.000 $0.00 $0.00 0 0.00 $0.00 0 $0 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $226.48 $377.47

2 $905.93 $1,509.88 1 452.96 $754.94 1 $453 $754.94 2 $905.93 $1,509.88 0 $0.00 $0.00 1 $452.96 $754.94 0 $0.00 $0.00 0 $0.00 $0.001 $396.37 $660.62 0 0.00 $0.00 2 $793 $1,321.25 1 $396.37 $660.62 1 $396.37 $660.62 1 $396.37 $660.62 1 $396.37 $660.62 0 $0.00 $0.000 $0.00 $0.00 2 792.75 $1,321.25 0 $0 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $396.37 $660.62 1 $396.37 $660.62 0 $0.00 $0.002 $792.75 $1,321.25 1 396.37 $660.62 2 $793 $1,321.25 1 $396.37 $660.62 1 $396.37 $660.62 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00

0 $0.00 $0.00 2 226.84 $378.07 0 $0 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 2 $226.84 $378.07 2 $226.84 $378.072 $340.02 $566.71 0 0.00 $0.00 2 $340 $566.71 0 $0.00 $0.00 0 $0.00 $0.00 2 $340.02 $566.71 0 $0.00 $0.00 2 $340.02 $566.710 $0.00 $0.00 0 0.00 $0.00 0 $0 $0.00 2 $453.20 $755.34 2 $453.20 $755.34 0 $0.00 $0.00 0 $0.00 $0.00 4 $906.41 $1,510.682 $340.02 $566.71 2 340.02 $566.71 2 $340 $566.71 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 1 $170.01 $283.35 2 $340.02 $566.71

178 375393.3 625655.51 178 417947.28 696578.8 168 409857.28 683095.46 71 203369.17 338948.617 59 129663.38 216105.63 72 179656 299426.62 80 224799.89 374666.48 101 234652.79 378099.313$5,393.58 $6,004.99 $5,888.75 $2,921.97 $1,862.98 $2,581.26 $3,229.88 $3,259.48

ASSORTMENT PLAN






$0 $0 $0 $0 $0 $0 $0 $0 0 $0 $0

1 $396.37 $660.62 1 $396.37 $660.62 1 $396.37 $660.62 1 $396.37 $660.62 10 $3,963.74 $6,606.230 $0.00 $0.00 1 $490.69 $817.82 2 $981.38 $1,635.64 2 $981.38 $1,635.64 15 $7,360.37 $12,267.281 $452.96 $754.94 0 $0.00 $0.00 0 $0.00 $0.00 1 $452.96 $754.94 9 $4,076.68 $6,794.461 $339.78 $566.31 1 $339.78 $566.31 2 $679.57 $1,132.61 0 $0.00 $0.00 9 $3,058.05 $5,096.751 $396.37 $660.62 2 $792.75 $1,321.25 1 $396.37 $660.62 1 $396.37 $660.62 15 $5,945.60 $9,909.341 $452.96 $754.94 1 $452.96 $754.94 1 $452.96 $754.94 1 $452.96 $754.94 10 $4,529.64 $7,549.401 $452.96 $754.94 1 $452.96 $754.94 0 $0.00 $0.00 1 $452.96 $754.94 8 $3,623.71 $6,039.522 $1,056.84 $1,761.39 1 $528.42 $880.70 2 $1,056.84 $1,761.39 2 $1,056.84 $1,761.39 11 $5,812.60 $9,687.661 $528.42 $880.70 2 $1,056.84 $1,761.39 1 $528.42 $880.70 2 $1,056.84 $1,761.39 12 $6,341.02 $10,568.36

1 $339.66 $566.11 1 $339.66 $566.11 2 $679.33 $1,132.21 2 $679.33 $1,132.21 13 $4,415.62 $7,359.371 $396.25 $660.42 1 $396.25 $660.42 1 $396.25 $660.42 1 $396.25 $660.42 12 $4,755.04 $7,925.072 $981.14 $1,635.24 1 $490.57 $817.62 2 $981.14 $1,635.24 0 $0.00 $0.00 13 $6,377.42 $10,629.042 $905.69 $1,509.48 2 $905.69 $1,509.48 1 $452.84 $754.74 1 $452.84 $754.74 11 $4,981.28 $8,302.141 $339.66 $566.11 1 $339.66 $566.11 1 $339.66 $566.11 0 $0.00 $0.00 10 $3,396.63 $5,661.051 $396.25 $660.42 1 $396.25 $660.42 2 $792.51 $1,320.85 1 $396.25 $660.42 11 $4,358.79 $7,264.651 $396.25 $660.42 1 $396.25 $660.42 1 $396.25 $660.42 0 $0.00 $0.00 10 $3,962.54 $6,604.231 $433.98 $723.30 1 $433.98 $723.30 1 $433.98 $723.30 1 $433.98 $723.30 12 $5,207.77 $8,679.612 $1,056.60 $1,760.99 2 $1,056.60 $1,760.99 1 $528.30 $880.50 1 $528.30 $880.50 9 $4,754.68 $7,924.471 $339.66 $566.11 2 $679.33 $1,132.21 2 $679.33 $1,132.21 1 $339.66 $566.11 13 $4,415.62 $7,359.37

1 $340.24 $567.07 1 $340.24 $567.07 1 $340.24 $567.07 1 $340.24 $567.07 10 $3,402.43 $5,670.721 $396.83 $661.39 1 $396.83 $661.39 1 $396.83 $661.39 1 $396.83 $661.39 8 $3,174.67 $5,291.111 $340.24 $567.07 1 $340.24 $567.07 2 $680.49 $1,134.14 0 $0.00 $0.00 10 $3,402.43 $5,670.721 $453.42 $755.71 2 $906.85 $1,511.41 0 $0.00 $0.00 1 $453.42 $755.71 12 $5,441.09 $9,068.480 $0.00 $0.00 1 $396.83 $661.39 1 $396.83 $661.39 1 $396.83 $661.39 9 $3,571.50 $5,952.501 $340.24 $567.07 1 $340.24 $567.07 1 $340.24 $567.07 1 $340.24 $567.07 10 $3,402.43 $5,670.721 $340.24 $567.07 2 $680.49 $1,134.14 0 $0.00 $0.00 0 $0.00 $0.00 6 $2,041.46 $3,402.43

1 $301.94 $503.23 1 $301.94 $503.23 2 $603.87 $1,006.45 1 $301.94 $503.23 14 $4,227.10 $7,045.172 $528.42 $880.70 0 $0.00 $0.00 2 $528.42 $880.70 2 $528.42 $880.70 13 $3,434.72 $5,724.531 $339.66 $566.11 1 $339.66 $566.11 0 $0.00 $0.00 1 $339.66 $566.11 12 $4,075.96 $6,793.261 $339.66 $566.11 1 $339.66 $566.11 1 $339.66 $566.11 1 $339.66 $566.11 11 $3,736.29 $6,227.161 $226.48 $377.47 1 $226.48 $377.47 2 $452.96 $754.94 1 $226.48 $377.47 6 $1,358.89 $2,264.82

0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 7 $3,170.75 $5,284.580 $0.00 $0.00 1 $396.37 $660.62 0 $0.00 $0.00 1 $396.37 $660.62 9 $3,567.36 $5,945.601 $396.37 $660.62 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 5 $1,981.87 $3,303.110 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 0 $0.00 $0.00 7 $2,774.61 $4,624.36

2 $226.84 $378.07 2 $226.84 $378.07 2 $226.84 $378.07 2 $226.84 $378.07 14 $1,587.89 $2,646.491 $170.01 $283.35 1 $170.01 $283.35 2 $340.02 $566.71 2 $340.02 $566.71 14 $2,380.16 $3,966.942 $453.20 $755.34 2 $453.20 $755.34 1 $226.60 $377.67 2 $453.20 $755.34 15 $3,399.03 $5,665.051 $170.01 $283.35 3 $510.03 $850.06 0 $0.00 $0.00 1 $170.01 $283.35 14 $2,380.16 $3,966.94

129 337767.14 562945.24 122 343918.33 573197.21 179 436376.12 727293.53 152 386779.52 644632.53 1489 3672387 6120644.923$4,852.98 $4,941.36 $6,269.77 $5,557.18

104

10.1 RETAIL ORGANIZATION

Retail Organizational Structure

105


Organizational Chart

Business Proprietor

Business Manager

Marketing Manager

Accounting Manager

Sales Executives

Cashier

Visual Merchandiser

Gallery Curator

Production Manger

Designers

Craftsmen

106


Roles & Responsibilities

ROLES & RESPONSIBILITIES OF THE MEMEBERS

S.No. PROFILES DESCRIPTIONS

1. Proprietor

• Hire, train and develop key members of the business.

• Develop effective strategies for the growth of business

and communicate the vision to the team.

• Ensure that every employee is following the brand

values and culture.

• Assure strict quality control in the business.

• Network with those in the same or similar profession.

• Should be one of the most effective salesperson.

2. Gallery Curator

• Provide information on the collection.

• Responsible for the acquisition, storage, and exhibition

of artifacts, and collections in the gallery.

• Maintain the gallery’s registration and cataloging

systems.

• Updating the gallery website.

• Sending out invitations and information on exhibition

openings.

• Inquire into stores outside the regions to ally with for

exhibiting their collections in the Gallery of

Adornment.

3. Business Manager

• Responsible for the overall management of the store.

• Analyze sales data and ensure sales target are met.

• Prepare comprehensive sales plans for short and long

107

term.

• Ensure quality control on the overall operation of the

business.

• Provide assistance and guidance to team members.

• Build trust and integrity with the clients.

4. Marketing Manager

• Initiate marketing plans covering in-store marketing,

sales strategy and customer service.

• Develop customer relationship management program to

retain as well as acquire new clients.

• Analyze potential partner relationships.

• Analyze market situation and identify strong

networking sources and new media for marketing.

5. Accounting Manager

• Ensure an accurate and timely monthly, quarterly and

year end close.

• Ensure timely reporting of all monthly financial

information.

• Manage daily banking requirements.

6. Designer • Analyze market trends.

• Create innovative designs.

• Facilitate sustainable design solutions for clients.

• Collaborate with production manager on fabrication

guidelines.

• Collaborate with the marketing team on compiling the

catalog.

7. Production Manager

• Plan, organize and direct the production process.

• Coordinate with Business Manager on new orders.

• Coordinate with the designer and craftsmen on delivery

schedule.

• Assign individual craftsmen or teams for each piece.

108

• Minimize production costs through effective utilization

of manpower, equipment, facilities, materials, and

capital.

• Assure attainment of business objectives and

production schedules while insuring product standards

that will satisfy our clients’ expectations.

8. Craftsmen • Creatively fabricate jewelry.

• Maximize use of raw materials.

9. Sales Executives

• Ensure that each customer receives outstanding service

by providing a friendly environment, which includes

greeting and acknowledging every customer.

• Maintaining solid product knowledge.

• Assist in processing and replenishing merchandise and

monitoring floor stock.

• Aid customers in locating merchandise.

• Assist in floor moves, merchandising and display

maintenance.

• Maintain an awareness of all advertisements.

10. Visual Merchandiser

• Conceptualizing designs and ideas displaying the

products of the store innovatively and attractively.

• Frequently changing displays in accordance with the

season, market trends, festivities and events at the

gallery.

• Keeping a track of the purchasing trend of the clients

and strategizing presentation accordingly.

• Coordinating with Gallery Curator and organizing

displays at the gallery.

11. Cashier • Cashier would have to keep a record of how much

money is there when opening the store and how much

money is there when the store is closed.

109

• Responsible for cash and check collection.

• Handling related task to credit cards and other means of

fraud.

• Cashier responsibility includes appreciating the client’s

business with us as it will be one of the significant

points of contact with consumers as they leave the store

after shopping.

110


Staff Training

Leiteng will attempt to provide outstanding customer service and hence it is required that

the store’s staff are well trained. It will be the responsibility of the Business Manager as

well as the Business Proprietor to train the staff thoroughly in all aspects of sales and

customer service.

PRODUCT KNOWLEDGE

• The sales executives and all other employees are to be thorough with the values of the

products such as, the variety of jewelry designs the store has to offer, the quality of the

jewelry and also the outstanding standard of customer service.

• Knowledge about current gold rate and the basic idea of production method of the fine

jewelry the store retails.

SALES TECHNIQUES

• Sales Executives would be trained to listen to the clients to understand their needs and

wants and accordingly guide them with simple product education.

• Train staff with cross-selling strategies and impulse sales opportunities.

• Whether it's due to forces beyond our control, seasonal sales or a decline in foot

traffic, we will experience a slump in sales at some point during which the Sales

Executives are expected to do their best to improve the sales.

ADMINISTRATIVE TRAINING

• All the employees would be trained with basic computer skills in order to make them

savvy to modern method of retailing using technology.

• All the sales executives should learn about the procedure on record keeping and using

the inventory software in order to run the business smoothly.

SOFT SKILLS

• Basic soft skills such as greeting and acknowledging clients in a particular manner, in

order to maintain that standards of brand values.

111


Value Chain

Letting our clientele know that they are constantly in our thoughts, and finding ways for

them to value our business by providing them the best, and share new ideas with them as it

comes our way, is one way of inspiring their loyalty.

Customer service and retail experience is an extremely important part of the

store’s value chain and serves as our premier opportunity to enhance the store’s image and

positioning. Leiteng has trained personnel with the singular objective of assisting the

clientele and ensuring a fulfilling experience at the store. They will be available to answer

all their questions and assist them with their purchases, repairs, and custom designs.

Custom design service is highly preferred by consumers today because premium

quality gold jewelry can be melted to re-produce a fresh piece, and hence it is a commonly

provided service by the local jewelers. Our value added custom design service for our

clientele would be that we have a professional designer with knowledge about the

traditional designs elements, fabrication techniques, composition, wearability and market

trends, who will be available to assist clients in designing their unique piece.

Our Buy-Back value system is to facilitate our clientele to create a new piece of

jewelry from the one that is no longer suits their taste to a new piece that they would want

to wear everyday or occasionally. The store will accept jewelry that has been earlier

bought from the store or even from some other store after appraising the gold quality.

The craftsmanship offered will strive for the most exquisite and elaborate pieces

of Gold jewelry. A single craftsman to maintain consistency will craft most of our items

with moderate intricacy. However, more elaborate items can involve two craftsmen, such

as fabricating a necklace with most complexity and usually takes about a month for

completion. We will also have local craftsmen who will specialize in traditional

ornaments, and craftsmen from Mumbai and Kolkata who are known for their skills such

as: stone embedding, filigree work and etching.

112

RETAIL ORGANIZATION Value Chain

We will constantly update our clients with trends through our catalog that will

inspire them to explore a wider variety of design mix, and exhibitions at the gallery that

will expose them to the cross culture designs by other designers or jewelers from other

regions of India.

We value on time services for our clients on custom orders, repairs and any other

services. Providing on time services will create the most courteous, professional, and

reliable service that will inspire customer loyalty.

114

Financial Plan

115

11.1 FINANCIAL PLAN

Summary

Leiteng will finance the business start-up expense through 70% personal funds and bank

30% loan. The start-up expense $417,517 includes fixtures, first 3 months rent deposit,

wages and salaries of the employees, and other expenses that are required to launch a new

retail business.

The total net sales for the first year are $6,120,645 and we are anticipating increasing our

sales by 1.5% and generating net sales $6,426,677 and $6,748,011 during the second and

third year respectively. The total markup on the merchandise would be 40%. There is a

slim markdown of 5% that will be offered only to our special clients on large purchases

and for our employees on various occasions. This is a highly competitive industry in India

and the margins are low with the sales high.

According to the market research and current market trend, the highest demands are

during the wedding season. The wedding season runs from late September to February,

and during this period, Indians also celebrate various festivals such as Diwali and Akshaya

Tritiya during which the gold demand rises and so does the price of the gold. And hence,

we have more inventories during those months to meet the demands. The first quarter and

the last quarter of the year contribute the most percentage of our annual net sales. (Fig. 1.2)

The store will add new range of merchandise to the Classic Grace Collection, The Bold

Collection and the Charms Collection quarterly.

The store will sell about $4,080 per square footage of the selling space, and 3 pieces of

merchandise per day during slow season and 6 pieces of merchandise on an average per

day during the peak season. The monthly purchase is inclusive of 5% that is predicted to

come from the buy-back service provided.

The store will only accept cash and check payments, as the usage of credit card is not yet

facilitated by the national banks for the State. We have left this in our P&L (although it is

at zero) as the day is quickly approaching when that will change.

116

FINANCIAL PLAN

Summary

Fig. 1.2

SALES CHART

Total retail space

2400 sq.ft.

Selling space 1500 sq.ft.

Average pieces sold per day 4 pieces

Average sales per day $7000

Fig.1.3

33%

14% 21%

32%

SALES

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

117

FINANCIAL PLAN

Summary

Fig 1.4

MARKETING EXPENSES

Online Advertising $3,000

Online Gallery (web page) $2,000

TV Commercials $10,000

Catalog & Direct Mails $9,000

Press Ad $6,000

Exhibitions $10,050

Visual Merchandising $2,000

Advertising Campaign $20,500

TOTAL $62,550 Fig. 1.5

66%

30%

2% 2%

Sales

Heritage Elegance Classic Grace The Bold Collection Charms Collection

118

FINANCIAL PLAN

Summary

LEASEHOLD IMPROVEMENTS

Flooring $5,000

Paint $700

Electricals $1,000

Light Fixtures $7,000

Signage $5,00

Labor $800

TOTAL $15,000 Fig. 1.5

START-UP EXPENSES

Item Detail$ Amount Depreciate ?

# Months of Useful Life

Monthly Depreciation

Expense

Technology and PhonesCash Register, Fax/Copier, Printer, PC,

Phones,Software $10,000 Yes 60 166.67$

Selling Floor and Backstock FixturesFloor Fixtures/Shelves, Display Tables, Jewelry

Cases $8,500 Yes 60 141.67$

Leasehold Improvements (Material & Labor)Flooring, Paint, Electrical, Light Fixtures,

Doors, Signage & Labor $15,000 Yes 60 250.00$

Rent Deposit 3 Months Rent Deposit $15,000 No n/a

Wages and Salaries 3 Months $57,117 No n/a

Marketing Startup Initial Marketing Campaign $62,550 No n/a

Opening Inventory Cost BOM$ Inventory $199,350 No n/a

Other Start Up Expenses Permits, Insurance, Utility Deposits, Supplies $20,000 No n/a

Contingency ReserveExtra Cash for Unforeseen Expenses and

Repairs $10,000 No n/a

Working CapitalCash Needed in first months to keep bank

funds positive $20,000 No n/a

Launch Event Hosting the event, invitation, supplies $2,000 No n/a

Total $417,517 $558

SALES INVENTORY FLOW

Jan-Yr0 Feb-Yr1 Mar-Yr1 Apr-Yr1 May-Yr1 Jun-Yr1 Jul-Yr Aug-Yr1 Sep-Yr1 Oct-Yr1 Nov-Yr1 Dec-Yr1 Jan-Yr1 Q1-Yr1 Q2-Yr1 Q3-Yr1 Q4-Yr1 Yr1 TotalBOM $420,000 $464,607 $466,659 $356,802 $333,433 $383,770 $444,114 $459,314 $524,661 $546,894 $622,975 $666,599 $420,000 $356,802 $444,114 $546,894

Net Sales $625,656 $696,579 $683,095 $338,949 $216,106 $299,426.6 $374,666.5 $378,099.3 $562,945.2 $573,197.2 $727,293.5 $644,632.5 $2,005,330 $854,481 $1,315,711 $1,945,123 $6,120,645COGS 375,393$ 417,947$ 409,857$ 203,369$ 129,663$ 179,656$ 224,800$ 234,653$ 337,767$ 343,918$ 436,376$ 386,780$ $1,203,198 $512,689 $797,220 $1,167,074 $3,680,180GM$ $231,493 $257,734 $252,745 $125,411 $79,959 $110,788 $138,627 $132,104 $208,290 $212,083 $269,099 $238,514 $741,972 $316,158 $479,020 $719,696 $2,256,845GM% 37.0% 37.0% 37.0% 37.0% 37.0% 37.0% 37.0% 34.9% 37.0% 37.0% 37.0% 37.0% 37.0% 37.0% 36.4% 37.0% 36.9%MD$ $31,283 $34,829 $34,155 $16,947 $10,805 $14,971 $18,733 $18,905 $28,147 $28,660 $36,365 $32,232 $100,266 $42,724 $65,786 $97,256 $306,032MD% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0%

Purchases -Retail $700,000 $700,000 $700,000 $500,000 $300,000 $300,000 $400,000 $400,000 $500,000 $600,000 $700,000 $800,000 $900,000 $7,500,000 $1,000,000 $1,500,000 $2,400,000 $12,400,000

Purchases -Cost $420,000 $420,000 $420,000 $300,000 $180,000 $180,000 $240,000 $240,000 $300,000 $360,000 $420,000 $480,000 $540,000 $4,500,000 $600,000 $900,000 $1,440,000 $7,440,000EOM $420,000 $464,607 $466,659 $356,802 $333,433 $383,770 $444,114 $459,314 $524,661 $546,894 $622,975 $666,599 $819,820 $356,802 $444,114 $546,894 $819,820

Avg Stk $442,303 $465,633 $411,731 $345,118 $358,601 $413,942 $451,714 $491,987 $535,777 $584,935 $644,787 $743,210 $427,017 $379,530 $493,746 $664,072 $542,371

Stk:Sls 0.67 0.67 0.68 1.05 1.54 1.28 1.19 1.21 0.93 0.95 0.86 1.03

Turn 4.7 2.3 2.7 2.9 6.79

Feb-Yr2 Mar-Yr2 Apr-Yr2 May-Yr2 Jun-Yr2 Jul-Yr2 Aug-Yr2 Sep-Yr2 Oct-Yr2 Nov-Yr2 Dec-Yr2 Jan-Yr2 Q1-Yr2 Q2-Yr2 Q3-Yr2 Q4-Yr2 Yr2 TotalBOM $819,820 $845,657 $886,812 $696,462 $662,924 $766,778 $818,139 $822,099 $935,714 $1,001,058 $1,119,944 $1,141,749 $819,820 $696,462 $818,139 $1,001,058

Net Sales $656,938 $731,408 $717,250 $355,896 $226,911 $314,398 $393,400 $397,004 $591,093 $601,857 $763,658 $676,864 $2,105,596 $897,205 $1,381,497 $2,042,379 $6,426,677COGS $394,163 $438,845 $430,350 $213,538 $136,147 $188,639 $236,040 $246,385 $354,656 $361,114 $458,195 $406,118 $1,263,358 $538,323 $837,081 $1,225,428 $3,864,189GM$ $243,067 $270,621 $265,383 $131,682 $83,957 $116,327 $145,558 $138,709 $218,704 $222,687 $282,554 $250,440 $779,071 $331,966 $502,971 $755,680 $2,369,688GM% 37.0% 37.0% 37.0% 37.0% 37.0% 37.0% 37.0% 34.9% 37.0% 37.0% 37.0% 37.0% 37.0% 37.0% 36.4% 37.0% 36.9%MD$ $32,847 $36,570 $35,863 $17,795 $11,346 $15,720 $19,670 $19,850 $29,555 $30,093 $38,183 $33,843 $105,280 $44,860 $69,075 $102,119 $321,334MD% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0%

Purchases -Retail $700,000 $800,000 $400,000 $300,000 $400,000 $400,000 $400,000 $600,000 $700,000 $800,000 $800,000 $700,000 $7,000,000 $1,100,000 $1,700,000 $2,300,000 $12,100,000Purchases -Cost $420,000 $480,000 $240,000 $180,000 $240,000 $240,000 $240,000 $360,000 $420,000 $480,000 $480,000 $420,000 $4,200,000 $660,000 $1,020,000 $1,380,000 $7,260,000

EOM $845,657 $886,812 $696,462 $662,924 $766,778 $818,139 $822,099 $935,714 $1,001,058 $1,119,944 $1,141,749 $1,155,631 $696,462 $818,139 $1,001,058 $1,155,631Avg Stk $832,738 $866,235 $791,637 $679,693 $714,851 $792,459 $820,119 $878,907 $968,386 $1,060,501 $1,130,847 $1,148,690 $812,188 $736,076 $894,253 $1,104,596 $938,810Stk:Sls 1.25 1.16 1.24 1.96 2.92 2.44 2.08 2.07 1.58 1.66 1.47 1.69

Turn 2.6 1.2 1.5 1.8 4.12

Feb-Yr3 Mar-Yr3 Apr-Yr3 May-Yr3 Jun-Yr3 Jul-Yr3 Aug-Yr3 Sep-Yr3 Oct-Yr3 Nov-Yr3 Dec-Yr3 Jan-Yr3 Q1-Yr3 Q2-Yr3 Q3-Yr3 Q4-Yr3 Yr3 TotalBOM $1,155,631 $1,541,760 $1,880,973 $1,829,105 $1,904,891 $2,161,937 $2,383,866 $6,436,024 $6,807,319 $7,074,931 $7,515,761 $7,764,656 $1,155,631 $1,829,105 $2,383,866 $7,074,931

Net Sales $689,785 $767,978 $753,113 $373,691 $238,256 $330,118 $413,070 $416,854 $620,647 $631,950 $801,841 $710,707 $2,210,876 $942,065 $1,450,571 $2,144,498 $6,748,011COGS $413,871 $460,787 $451,868 $224,215 $142,954 $198,071 $247,842 $258,705 $372,388 $379,170 $481,105 $426,424 $1,326,526 $565,239 $878,935 $1,286,699 $3,630,974GM$ $255,221 $284,152 $278,652 $138,266 $88,155 $122,144 $152,836 $145,644 $229,639 $233,821 $296,681 $262,962 $818,024 $348,564 $528,119 $793,464 $2,488,172GM% 37.0% 37.0% 37.0% 37.0% 37.0% 37.0% 37.0% 34.9% 37.0% 37.0% 37.0% 37.0% 37.0% 37.0% 36.4% 37.0% 36.9%MD$ $34,489 $38,399 $37,656 $18,685 $11,913 $16,506 $20,653 $20,843 $31,032 $31,597 $40,092 $35,535 $110,544 $47,103 $72,529 $107,225 $337,401MD% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0%

Purchases -Retail $800,000 $800,000 $400,000 $300,000 $400,000 $420,000 $4,300,000 $630,000 $640,000 $820,000 $730,000 $240,000 $10,480,000 $1,120,000 $5,570,000 $1,790,000 $18,960,000Purchases -Cost $480,000 $480,000 $240,000 $180,000 $240,000 $252,000 $2,580,000 $378,000 $384,000 $492,000 $438,000 $144,000 $6,288,000 $672,000 $3,342,000 $1,074,000 $11,376,000

EOM $1,541,760 $1,880,973 $1,829,105 $1,904,891 $2,161,937 $2,383,866 $6,436,024 $6,807,319 $7,074,931 $7,515,761 $7,764,656 $7,578,232 $1,829,105 $2,383,866 $7,074,931 $7,578,232Avg Stk $1,348,695 $1,711,366 $1,855,039 $1,866,998 $2,033,414 $2,272,901 $4,409,945 $6,621,672 $6,941,125 $7,295,346 $7,640,209 $7,671,444 $1,601,867 $2,069,950 $5,675,535 $7,483,395 $4,631,070Stk:Sls 1.68 2.01 2.50 4.89 8.00 6.55 5.77 15.44 10.97 11.20 9.37 10.93

Turn 1.4 0.5 0.3 0.3 0.78

3-Year Merchandise Inventory Flow Summary

Year 1 Year 2 Year 3

BOM $420,000 $819,820 $1,155,631

Sales $6,120,645 $6,426,677 $6,748,011Purchases $12,400,000 $12,100,000 $18,960,000

EOM $819,820 $1,155,631 $7,578,232

Avg Inv $1,130,847 $938,810 $4,631,070Turn 5.41 6.85 1.46

Q1-Yr1 Q2-Yr1 Q3-Yr1 Q4-Yr1 Yr1 Total Q1-Yr2 Q2-Yr2 Q3-Yr2 Q4-Yr2 Yr2 Total Q1-Yr3 Q2-Yr3 Q3-Yr3 Q4-Yr3 Yr3 Total

BOM Inventory $420,000 $356,802 $444,114 $546,894 $819,820 $696,462 $818,139 $1,001,058 $1,155,631 $1,829,105 $2,383,866 $7,074,931

Total Net Sales $2,005,330 $854,481 $1,315,711 $1,945,123 $6,120,645 $2,105,596 $897,205 $1,381,497 $2,042,379 $6,426,677 $2,210,876 $942,065 $1,450,571 $2,144,498 $6,748,011COGS $1,203,198 $512,689 $797,220 $1,167,074 $3,680,180 $1,263,358 $538,323 $837,081 $1,225,428 $3,864,189 $1,326,526 $565,239 $878,935 $1,286,699 $3,630,974GM$ $741,972 $316,158 $479,020 $719,696 $2,256,845 $779,071 $331,966 $502,971 $755,680 $2,369,688 $818,024 $348,564 $528,119 $793,464 $2,488,172GM% 37.0% 37.0% 36.4% 37.0% 36.9% 37.0% 37.0% 36.4% 37.0% 36.9% 37.0% 37.0% 36.4% 37.0% 36.9%

Purchases -Retail $7,500,000 $1,000,000 $1,500,000 $2,400,000 $12,400,000 $7,000,000 $1,100,000 $1,700,000 $2,300,000 $12,100,000 $10,480,000 $1,120,000 $5,570,000 $1,790,000 $18,960,000Purchases -Cost $4,500,000 $600,000 $900,000 $1,440,000 $7,440,000 $4,200,000 $660,000 $1,020,000 $1,380,000 $7,260,000 $6,288,000 $672,000 $3,342,000 $1,074,000 $11,376,000

EOM Inventory $356,802 $444,114 $546,894 $819,820 $696,462 $818,139 $1,001,058 $1,155,631 $1,829,105 $2,383,866 $7,074,931 $7,578,232

BOM/Avg Inventory $427,017 $878,907 $968,386 $1,060,501 $1,130,847 $812,188 $736,076 $894,253 $1,104,596 $938,810 $1,601,867 $2,069,950 $5,675,535 $7,483,395 $4,631,070

Turn 4.70 0.97 1.36 1.83 5.41 2.59 1.22 1.54 1.85 6.85 1.38 0.46 0.26 0.29 1.46

CASH FLOW FORECAST

Jan - Yr 0 Feb - Yr 1 Mar - Yr 1 Apr - Yr 1 May - Yr 1 Jun - Yr 1 Jul - Yr 1 Aug - Yr 1 Sep - Yr 1 Oct - Yr 1 Nov - Yr 1 Dec - Yr 1 Jan - Yr 1 Yr 1

Profit or <Loss> $128,782 $146,526 $147,344 $61,321 $30,624 $51,468 $70,292 $63,370 $117,388 $109,921 $154,127 $133,475 $1,214,639

Plus: Receipt of Purchases (Cost) $420,000 $420,000 $420,000 $300,000 $180,000 $240,000 $240,000 $360,000 $480,000 $3,060,000

Less: Payment of Purchases $420,000 $384,000 $210,000 $54,000 $198,000 $168,000 $72,000 $276,000 $252,000 $144,000 $336,000 $918,000 $3,432,000

Plus: Depreciation Expense $558 $558 $558 $558 $558 $558 $558 $558 $558 $558 $558 $6,700 $12,842

Less: Principal Payments $2,088 $2,088 $2,088 $2,088 $2,088 $2,088 $2,088 $2,088 $2,088 $2,088 $2,088 $2,088 $25,051

Equals: Monthly Net Cash $420,000 $127,253 $180,997 $235,815 $5,792 $11,095 $121,939 -$3,238 $25,841 $223,859 -$35,609 $296,598 -$779,912 $830,430

Cumulative Net Cash $420,000 $547,253 $728,250 $964,065 $969,857 $980,952 $1,102,891 $1,099,653 $1,125,494 $1,349,353 $1,313,744 $1,610,342 $830,430

Fixed or Feb-Yr1 Mar-Yr1 Apr-Yr1 May-Yr1 Jun-Yr1 Jul-Yr1 Aug-Yr1 Sep-Yr1 Oct-Yr1 Nov-Yr1 Dec-Yr1 Jan-Yr1 Yr1 Total %/SlsVariable Net Sales $625,656 $696,579 $683,095 $338,949 $216,106 $299,427 $374,666 $378,099 $562,945 $573,197 $727,294 $644,633 $6,120,645 100.0%

COGS $375,393 $417,947 $409,857 $203,369 $129,663 $179,656 $224,800 $234,653 $337,767 $343,918 $436,376 $386,780 $3,680,180 60.1%Merchandise GM$ $231,493 $257,734 $252,745 $125,411 $79,959 $110,788 $138,627 $132,104 $208,290 $212,083 $269,099 $238,514 $2,256,845 36.9%

Research & Development $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 $600 $7,200 0.1%

Merch. GM w/ R&D $230,893 $257,134 $252,145 $124,811 $79,359 $110,188 $138,027 $131,504 $207,690 $211,483 $268,499 $237,914 $2,249,645 36.8%

F Wages* $18,391 $18,391 $14,345 $14,345 $14,345 $14,345 $14,345 $14,345 $14,345 $19,039 $18,391 $18,391 $193,018 3.2%F Payroll Taxes $589 $589 $459 $459 $459 $459 $459 $459 $459 $609 $589 $589 $6,177 0.1%F Rent $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $5,000 $60,000 1.0%V Marketing & PR Expense $62,566 $69,658 $68,310 $33,895 $21,611 $29,943 $37,467 $37,810 $56,295 $57,320 $72,729 $64,463 $612,064 10.0%

Sponsor Title Sponsor Event N/A N/A N/A N/A N/A N/A N/A N/A N/A $5,000F Health Insurance $405 $405 $405 $405 $405 $405 $405 $405 $405 $405 $405 $405 $4,860 0.1%F Insurance $325 $325 $325 $325 $325 $325 $325 $325 $325 $325 $325 $325 $3,900 0.1%F Accounting/Books $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $2,400 0.0%V Interest Expense $814 $801 $787 $773 $760 $746 $733 $719 $706 $692 $678 $665 $8,874 0.1%F Depreciation $558 $558 $558 $558 $558 $558 $558 $558 $558 $558 $558 $558 $6,700 0.1%F Utillties & Security $300 $300 $300 $300 $300 $300 $300 $300 $300 $500 $500 $500 $4,200 0.1%F Telephone $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $250 $3,000 0.0%V Supplies $12,513 $13,932 $13,662 $6,779 $4,322 $5,989 $7,493 $7,562 $11,259 $11,464 $14,546 $12,893 $122,413 2.0%F Misc. Repairs et al $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $200 $2,400 0.0%V Credit Card Transaction Fee $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 0.0%

Shrinkage $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 0.0%Total Expense $102,111 $110,608 $104,801 $63,490 $48,735 $58,720 $67,735 $68,133 $90,301 $101,562 $114,372 $104,439 $1,035,006 16.9%

Profit/Loss $128,782 $146,526 $147,344 $61,321 $30,624 $51,468 $70,292 $63,370 $117,388 $109,921 $154,127 $133,475 $1,214,639 19.8%

Fixed Expenses $26,218 $26,218 $22,042 $22,042 $22,042 $22,042 $22,042 $22,042 $22,042 $27,087 $26,418 $26,418 $286,655 4.7%Variable Expenses $75,893 $84,390 $82,758 $41,447 $26,693 $36,678 $45,693 $46,091 $68,259 $69,476 $87,954 $78,021 $743,352 12.1%Total Expenses $102,111 $110,608 $104,801 $63,490 $48,735 $58,720 $67,735 $68,133 $90,301 $96,562 $114,372 $104,439 $1,030,006 16.8%Operating Margin % 55.9% 57.1% 58.5% 49.4% 39.1% 47.0% 51.1% 48.4% 56.6% 54.5% 57.5% 56.2% 83.2%

BreakEven$ Volume $182,698 $193,762 $179,040 $128,587 $124,801 $124,941 $132,454 $140,701 $159,413 $177,277 $198,913 $185,792 $1,928,380BreakEven Sales per day $6,090 $6,459 $5,968 $4,286 $4,160 $4,165 $4,415 $4,690 $5,314 $5,909 $6,630 $6,193 $64,279BreakEven Sales per hour $761 $807 $746 $536 $520 $521 $552 $586 $664 $739 $829 $774 $8,035

PROFIT AND LOSS ANALYSIS

Loan Repayment Schedule $250 @ 5.75

Monthly Principal Monthly Interest Total PaymentMonth Loan Balance Payment Expense Due

1 $125,255 $2,088 $814 $2,9022 $123,168 $2,088 $801 $2,8883 $121,080 $2,088 $787 $2,8754 $118,992 $2,088 $773 $2,8615 $116,905 $2,088 $760 $2,8476 $114,817 $2,088 $746 $2,8347 $112,730 $2,088 $733 $2,8208 $110,642 $2,088 $719 $2,8079 $108,554 $2,088 $706 $2,79310 $106,467 $2,088 $692 $2,78011 $104,379 $2,088 $678 $2,76612 $102,292 $2,088 $665 $2,75213 $100,204 $2,088 $651 $2,73914 $98,116 $2,088 $638 $2,72515 $96,029 $2,088 $624 $2,71216 $93,941 $2,088 $611 $2,69817 $91,854 $2,088 $597 $2,68518 $89,766 $2,088 $583 $2,67119 $87,679 $2,088 $570 $2,65720 $85,591 $2,088 $556 $2,64421 $83,503 $2,088 $543 $2,63022 $81,416 $2,088 $529 $2,61723 $79,328 $2,088 $516 $2,60324 $77,241 $2,088 $502 $2,59025 $75,153 $2,088 $488 $2,57626 $73,065 $2,088 $475 $2,56327 $70,978 $2,088 $461 $2,54928 $68,890 $2,088 $448 $2,53529 $66,803 $2,088 $434 $2,52230 $64,715 $2,088 $421 $2,50831 $62,628 $2,088 $407 $2,49532 $60,540 $2,088 $394 $2,48133 $58,452 $2,088 $380 $2,46834 $56,365 $2,088 $366 $2,45435 $54,277 $2,088 $353 $2,44036 $52,190 $2,088 $339 $2,42737 $50,102 $2,088 $326 $2,41338 $48,014 $2,088 $312 $2,40039 $45,927 $2,088 $299 $2,38640 $43,839 $2,088 $285 $2,37341 $41,752 $2,088 $271 $2,35942 $39,664 $2,088 $258 $2,34543 $37,577 $2,088 $244 $2,33244 $35,489 $2,088 $231 $2,31845 $33,401 $2,088 $217 $2,30546 $31,314 $2,088 $204 $2,29147 $29,226 $2,088 $190 $2,27848 $27,139 $2,088 $176 $2,26449 $25,051 $2,088 $163 $2,25050 $22,963 $2,088 $149 $2,23751 $20,876 $2,088 $136 $2,22352 $18,788 $2,088 $122 $2,21053 $16,701 $2,088 $109 $2,19654 $14,613 $2,088 $95 $2,18355 $12,526 $2,088 $81 $2,16956 $10,438 $2,088 $68 $2,15557 $8,350 $2,088 $54 $2,14258 $6,263 $2,088 $41 $2,12859 $4,175 $2,088 $27 $2,11560 $2,088 $2,088 $14 $2,101

COST SHEET 1

GROUP NAME: LEITENGStyle Number: HN 006Description: Necklace - Marei Pareng (pair)Collection HeritageSize Category: One size fits allSize Range: N/AAge Grade:MATERIAL Karat Price per ounce Total wt. of goldGold 24 $1,811.35 10.2

(as on 18th Sept. 2011) ozTotal Cost of Materials $18,475.77

SPECIAL FINISHES Amounts Cost Each Total AmountN/A

Total Cost N/ALABORDesign & Fabrication $75 / ounceTotal $765.00ADDITIONAL COMPONENTS Amounts Cost Each Total AmountN/A

Total Additional ComponentsPACKAGING & MISCELLANEOUSPackage size Large Package $0.70Polybag (Large) $0.09Total $0.79

Total Cost of Goods to be Sold $19,241.56MU% 40%MSRP $32,069.26

COST SHEET 2

GROUP NAME: LEITENGStyle Number: CD-B121Description: Custom design banglesCollection ClassicSize Category: MSize Range: S / M / LMATERIALS Karat Price per ounce Total wt. of goldGold 24 $1,811.35 0.89

(as on 18th Sept. 2011) ozTotal Cost of Materials $1,612.10

SPECIAL FINISHES Amounts Cost Each Total AmountFiligree

Total Cost of Trims/FindingsLABORDesign & Fabrication $75 / ounceTotal $66.75ADITIONAL COMPONENTSAmounts Cost Each Total AmountN/A

Total Additional ComponentsPACKAGING & MISCELLANEOUSPackage size Large Package 0.24Polybag (Large) 0.061Total $0.30

Total Cost of Goods to be Sold $1,679.15MU% 40%MSRP $2,798.59

COST SHEET 3

GROUP NAME: LEITENGStyle Number: CR208Description: RingCollection Classic GraceSize Category: 6.5Size Range: 6/6.5/7/7.5MATERIALS Karat Price per ounce Total wt. of goldGold 24 $1,811.35 0.18

(as on 18th Sept. 2011) ozTotal Cost of Materials $326.04

SPECIAL FINISHES Amounts Cost Each Total AmountN/A

Total Cost of Trims/FindingsLABORDesign & Fabrication $75 / ounceTotal $13.50ADDITIONAL COMPONENTS Amounts Cost Each Total AmountN/A

Total Additional ComponentsPACKAGING & MISCELLANEOUSPackage size SmallPackage $0.12Polybag (Large) $0.06Total $0.18

Total Cost of Goods to be Sold $339.72MU% 40%MSRP $566.21

127

Leiteng’s message to its employees:

“In every instance, conduct yourself in a manner that supports our governing values, the

clients and your fellow workers.”

128

Employee Handbook

129

12.1 POLICIES

OPEN DOOR POLICY

Employees can discuss any issues concerning work with the manger, whether it be a

complaint, a suggestion or any observations in the business. By discussing and finding a

solution to an issue, the business is able to improve and strive towards better performance

in every aspect of the business.

ATTENDENCE & PUNCTUALITY

Employees are expected to report to work as scheduled and on time. Employees are

expected to call the respective manager and inform any late reporting or taking an

unscheduled leave. If absence is to be continuing beyond the first day, the employee must

notify the manger on daily basis unless otherwise changed.

DRESS CODE POLICY

Sales staffs are expected to follow the dress code outlined by the business to maintain

uniformity among the staffs, and also for the clientele to be able to easily identify those

that are at the store to help them. The dress code will have to be bought by the staffs

themselves.

TIME RECORD POLICY

Each employee is required to maintain his or her own time record indicating total hours

worked for each day, which is to be signed by the manager or supervisor. All overtime

designated by the manager is approved overtime and will be paid accordingly.

SICK PAY TIME

Sick days are provided for illness of the employee. All full time employees will receive

sick days and will be eligible for paid sick days after 6 months of employment. After 6

months of employment, employees will be eligible for one sick day for every two months

worked from date of hire, with a maximum of 5 days in the first year of employment.

Every succeeding calendar year, employee will be eligible for 5 sick days. All unused sick

days by the end of the year is forfeited.

130

POLICIES

USE OF COMPANY PROPERTY

All records, case files, data resource materials, supplies or equipment created by an

employee within the scope of his or her employment shall remain the sole and exclusive

property of the company, and may not be removed without permission. The telephone

lines must remain open for business calls to service our customers. Employees are

requested to discourage and personal calls (incoming and outgoing) with the exception of

emergency calls.

131

12.2 BUSINESS ETHICS

CONFIDENTIALITY OF INFORMATION

Confidential information may include employee information, financial information, payee

information, applicant information, clienteles’ information, other information relating to

the business, and information proprietary to other companies or persons. Confidential

Information is valuable and sensitive and is protected by the business policies. The intent

of this policy is to assure that Confidential Information will remain confidential as well as

proprietary - that is, that it will be used only as necessary to accomplish the business

objectives. The violation of any of these duties will subject to immediate termination.

CORRECTIVE ACTION POLICY

The purpose of the corrective action policy is to correct behaviors that interfere with the

following, productivity, safety, employee moral, or company image. The corrective action

process should take place when a company policy or procedure has not been adhered to

and other communication has not been effective in resolving the problem. Management

must apply this policy evenly to all employees. When there is a need to correct behavior,

the following steps must be adhered to:

1. Oral Warning

2. Written Warning

3. Probation

4. Termination from employment

132

12.3 EMPLOYEE BENEFITS

MEDICAL INSURANCE

The Manager and full time sales associate will be eligible for participation in health

insurance after 6 months of employment. We will pay $40 per month per employee.

EMPLOYEE DISCOUNT

We will extend 5% employee discount from the retail price on all merchandise to all our

employees who has served us for more than 6 months. This discount is available only on

special occasions every year.

134

Appendix

135

13.1 MARKET RESEARCH SURVEY

136

MARKET RESEARCH SURVEY

137


138


139


140


141


145

BIBLIOGRAPHY

i India Law Offices: Indian Jewelry Industry. http://www.indialawoffices.com/pdf/jewellerymarket.pdf

ii The Economic Times: India’s Gold Demands To Grow by 2020. (3rd March 2011) http://articles.economictimes.indiatimes.com/2011-03-31/news/29365939_1_gold-demand-indian-gold-wgc-managing-director iiiIndian Brand Equity Foundation: Gems & Jewelry. (December 2010) http://www.ibef.org/artdispview.aspx?in=25&art_id=27619&cat_id=439&page=1

iv Business Standard: Gold Imports May Rise (January 2011) http://business-standard.com/india/news/%5Cgold-imports-may-rise-by-15-to-805-tonnes%5C/121392/on v The Economic Times: India & China To Lead Gold Demands: WGC. (August 18th 2011) http://economictimes.indiatimes.com/markets/commodities/india-and-china-to-lead-gold-demand-world-gold-council/articleshow/9645400.cms vi The Role of Gold In India By Natalie Dampster, Investment Research Manager, World Gold Council. (September 2006) www.gold.org vii India Law Offices: Indian Jewelry Industry. http://www.indialawoffices.com/pdf/jewellerymarket.pdf

viii India Law Offices: Indian Jewelry Industry. http://www.indialawoffices.com/pdf/jewellerymarket.pdf

ix World Gold Council: What Women Want: Global Discretionary Spending Report. 2008. www.gold.org x Time Magazine Business: India’s Lust for Luxe By Shoba Narayan. (April 2006) http://www.time.com/time/magazine/article/0,9171,1179415,00.html

Product Catalog

Heritage Elegance

Product Catalog

Classic Grace

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