Step+1-Chiyopia's+Mission+Statement

The Mission Statement
Creating charms to celebrate the little laughs, the big cries, the choreographed dances and the stolen kisses that will last generations. Remember those bell bottom jeans that hid your super-thick platform shoes, the tight dressed shirts that exposed a little something, the dark aviator sunglasses that were cool, the super low-rise baggy jeans that could hide another pair of pants, oversized shirts that made you bigger, the bling-bling that caused envy, the sophisticated dress that made the boys drool, the black-rimmed glasses that you wore even though you could see, the fedora that hid your pretty face…all jammed in your attic, in your kids’ dress-up box, at the thrift store or in the garbage. The familiar chimes of tiny charms around your wrist reminds you of your first dance in those bell bottom jeans, your first kiss with a guy that wore the low-rise jeans that made your heart bling-bling, and the sophisticated dress that caused a ruckus. Now, time for a mini-Japanese lesson. The word “chi” translated is “thousand” and the word “yo” means generations. So Chiyopia is all about a thousand generations. Well…the online store isn’t a thousand years old yet. But Chiyopia is about creating charms that will surpass generations, that will surpass trends and will continue to commemorate memories that you cherish. Peruse the charms in our online store and you’ll find a knot series of silver and gold, a silver skull, a silver turtle with a blue gemstone, delicate glass beads with pink and green swirls, a gold heart and a matching key and we even have Swarovski crystals for those extra special moments. Remember Chiyopia, It’s Not Just a Trend.

Background on Chiyopia
With well-established jewellery charm stores like Pandora and Chamilia on the wrists of hot celebrities, how does a not-even-close to a thousand year old online jewellery charm store named Chiyopia, owned by Mike Serafin and Ryan Sajor compete? Juggling full-time jobs, growing families, signing up for jewellery conventions, fashion shows and sending out jewellery orders, establishing the online jewellery charm store, Chiyopia, is like raising a new baby. Lots of laughs, cries and sleepless nights. To help the business grow, Mike Serafin and Ryan Sajor create, maintain and strengthen their relationship with their supplier, Ohm Beads, potential vendors and of course their customers. The target market is the middle-income lady, middle-income lady with kids with a gross income of $30, 000 and girls ages 10 and up. Each charm costs less than a middle-income lady’s weekly mortgage, maintenance or rent. And if guys want to get into this too, that would be great. Otherwise, middle-income men, middle-income men with kids and boys ages 10 and up can purchase them for a special lady or a girl. Most ladies and girls love things that have sentimental value and look pretty. And when men and boys can spoil their lady or girl with something special that stands for something, it is a win-win situation. Chiyopia creates charms for big and small special moments. Each charm is unique because it can mean anything to any lady. The charms are about commemorating the little laughs, the big cries, the choreographed dances and the stolen kisses that will last generations.

The New Marketing Mix
Because Chiyopia is only a couple years old, the marketing mix is all about focusing on the New letter P’s: ** Personalization: ** It’s about the People, our customers. Chiyopia is a product that can be taken anywhere because it is not really about the charms, but the significance of the charms. Charms can be great conversation-starters for whenever and wherever our customers’ go. ** Participation: **Our customers are involved in the charms they make. We create and design various charms but it is up to the customer to imbue the charms with meaning. We continually come out with new charms that will continue to entice and maintain our customers and draw new ones. ** Peer-to-peer Communities: **Ryan Sajor and Mike Serafin communicate with their supplier and create, strengthen and maintain new customer relations through all the conventions, fashion shows, and events that they participate in. Social media outlets like Twitter, Facebook and the online store website encourages communication between Chiyopia and its customers through product updates, replying to comments, and sharing personal stories. ** Predictive Modelling: ** Most ladies and young girls love jewellery, especially for their aesthetic qualities. And sales for products are always an extra bonus and tactic that entices customers. Chiyopia charms are made of high quality 925 sterling silver and 14K gold. Birthstone charms go on sale in their respective months and when Canadian customers purchase $99 or more of Chiyopia charms, shipping is free. For international customers, the purchase must be at least $250.