Nova Jewelry

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Nova Jewelry is a fashion-forward accessories brand designed to support mental well-being through discreet, functional design. Each piece blends style with subtle fidget features, allowing users to manage anxiety while maintaining a polished, everyday look.

Part l: The Plan

Mission Statement

To create stylish, thoughtfully designed jewelry that reduces stress through discreet fidget features while promoting confidence, self-expression, and mental well-being.

Target Market

Gen Z consumers (18–27) who value:

Mental health awareness
Comfort and self-expression
Aesthetic, multi-functional products

They discover brands through TikTok and Instagram and prefer relatable, non-clinical messaging.

Competitive Edge

Nova stands out by combining:

Fashion + function (anxiety relief)
Discreet, everyday wearability
Emotional branding + sustainability

Brand Identity

Minimal, calming, and modern. Focused on soft tones, clean design, and subtle statement details.

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Part ll: The Product

Product Line

Spinner Ring (rotating band)
Hand Chain (movable beads)
Sun Necklace (spinning pendant)

Design Concept

Jewelry that looks like fashion first, but functions as a calming tool.

Materials

Stainless steel
Gold-plated brass
Sterling silver
Zirconia stones

Pricing Strategy

Retail: $60-75
Positioned as affordable, functional fashion

Sourcing

U.S. + international manufacturers
Focus on ethical labor and sustainable materials
Use of recycled metals and low-waste packaging

Part lll: The Partner

Distribution Strategy

Start as e-commerce (website + social platforms)
Expand to local Chicago boutiques
Grow into larger wellness/fashion retailers

Retail Targets

Boutiques like 16 Suitcases and JAYNE
Pop-up markets and wellness events

Marketing Strategy

TikTok-first content (relatable anxiety moments)
Influencer partnerships
User-generated content campaigns
Pop-ups and campus activations

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Part lV: The Process

Business Structure

LLC for flexibility, protection, and growth

Team Roles

CEO/Creative/Social: Ellery Shea
Business/Finance: Pam Shea
Sales: Future hire

Marketing Plan

Launch: Awareness through social media
Growth: Community + engagement
Maturity: In-person events + expansion

Strengths

Creative vision
Strong social media skills
Leadership and persistence

Weaknesses

Limited finance experience
Needs improvement in collaboration balance