Business Plan: Eterna Jewelry
2025 Retail Boutique
2025 Retail Boutique
The Ask
For this semester-long capstone project, my team and I were tasked with creating a fully developed business plan simulating a brick and mortar fashion retail store located in Richmond, Virginia. The business plan required brand development, market research, consumer profiling, financial forecasting, merchandising, operations, and marketing strategies, simulating a real-world scenario where entrepreneurs compete for seed funding.
The Process
1. Industry Research and Consumer Profiling
Conducted research into the fine jewelry industry, focusing on sustainability, ethical sourcing, and shifting consumer preferences. Developed a detailed customer persona targeting affluent, professional women aged thirty five to fifty five who value craftsmanship and ethical production.
2. Brand Development
Created the full brand identity for Eterna Jewelry, including mission, values, visual identity, logo design, color palette, and storytelling to align with our target customer.
3. Product Development and Sourcing
Selected vendors aligned with our brand values, including John Hardy, ARTICLE22, and AGMES. Built initial inventory plans with vendor allocations and category breakdowns.
4. Store Design and Operations
Designed a twelve hundred square foot boutique focused on customer experience, curated product flow, and premium service. Developed staffing roles, schedules, and organizational charts.
5. Financial Planning
Built first-year financial projections totaling seven hundred twenty thousand dollars in sales with a fifty five point seven percent gross margin. Completed full financial forecasts including breakeven analysis, cash flow, and profit and loss statements.
6. Marketing and Promotion
Developed an integrated marketing strategy combining digital ads, influencer collaborations, email marketing, and traditional print advertising.
7. Collaboration and Tools
Organized project files using Canva and Google Sheets for design development, financial modeling, and group collaboration.
MY WORK
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MY WORK ⋆
The Eterna Jewelry concept was created to address a gap in Richmond’s fine jewelry market, which is primarily dominated by traditional estate and bridal jewelers. We developed a modern fine jewelry brand built on craftsmanship, sustainability, transparency, and personalization. The boutique offered an elevated yet approachable shopping experience rooted in storytelling and ethical sourcing, designed for today’s values driven consumer.
The store environment was intentionally designed to create a calm, inviting experience using neutral tones, natural materials, curated displays, and lighting that enhanced the brilliance of gold, gemstones, and artisan craftsmanship. Vendor partners were carefully selected for their commitment to sustainability, ethical sourcing, and artisan production, ensuring each product aligned with Eterna’s mission to ethically source and connect lives.
SKILLS
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SKILLS ⋆
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Conducted industry analysis and developed detailed customer personas based on demographic and psychographic data
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Built a cohesive brand identity and sourced ethically responsible vendors, creating a balanced initial inventory plan.
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Designed the boutique layout and curated visual merchandising strategies to enhance customer experience and product storytelling.
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Projected first-year sales, developed full financial forecasts including breakeven, profit and loss, and cash flow statements.
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Created an integrated marketing plan combining digital advertising, influencer partnerships, email campaigns, and traditional print.
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Led project timelines and deliverables using Canva and Google Sheets for collaborative design development and financial modeling.
Outcome
This simulation provided a comprehensive real-world experience, allowing me to apply a full range of merchandising, business, and financial skills. Through developing Eterna Jewelry, I gained experience in business planning, sourcing, financial modeling, customer analysis, and professional presentation. This project reflects my ability to integrate creative and analytical thinking while preparing to contribute to entrepreneurship, brand development, and retail management within the fashion industry.