Jwelix intends to offer custom and fashion jewelry in the Dubai’s e-commerce market as from 2017. The business intends to target expatriates within the city; more specifically South Asian and Western expatriates. They are a favorable target market since they make up 47% of the city’s population. Dubai’s population is 9.2 million, and expatriates account for 85% of this number. South Asian and Western expatriates account for 47% of the 7.8 million. The unique thing about Jwelix is that it will be selling jewelries from award-winning emerging jewelry designers only.

The business is expected to be a success given the market opportunities available. Most jewelries stores have concentrated on women jewelry hence neglecting the men sector. There is an increasing demand for men’s costume and fashion jewelry, and Jwelix is priming itself to fulfill this need. The growth of e-commerce in Dubai is also exponential; meaning this is the appropriate time to enter the market. Among the major competitors in the market, there is Namshi.com and Souq.com. Both are direct competitors as they deal with costume and fashion jewelry. These stores possess the strength of early market entry that has helped them to acquire a favorable market share. However, both have a weakness of concentrating more on women jewelry at the expense of men’s jewelry.

Jwelix embraces a six-word value proposition that reads “a unique artistic award-winning handmade jewelry.” The business will be targeting designers that featured in Dubai magazines and won various jewelry designer awards in 2016. The designers will be expected to sell their products solely through Jwelix. The business’ competitive advantage is embedded in this aspect. This is because Jwelix will be providing a unique offering to consumers. The products will not be available anywhere else. The designers involved have already made a name for themselves hence it will be easier for the business to capture a market share during its inception period.

The business has opted to go with partnership as the favorable market entry strategy. Jwelix will be partnering with award-winning jewelry designers in trying to fulfill the needs of the consumers. The designers will be responsible for the manufacturing of the jewelries. Jwelix, on the other hand, will be responsible for the marketing, distribution and other relevant activities that will help in getting the jewelries to the target audience.

Given the scope that the business will undertake in the partnership strategy, the key talent would include the marketing team and the website maintenance team. The success of these teams will bring about overall success in the business. In order to manage the teams, there will be a need to offer varied incentives to keep them motivated at all times.  With the inception of the business, the initial startup costs are expected to include fixed costs, variable costs and critical or optional expenses. In particular, the projected capital intensive items will include legal fees, stationary, warehouse rent, research and development, website development, advertisements, inventory among others. The total initial capital outlay is estimated to be around $75,000.

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