the Lorraine Efune portfolio

H I S T O RY
W
OF
P RO P O S E R ’ S / F I R M ’ S
R E TA I L E X P E R I E N C E
ith her magical blend of style, Lorraine Efune has tempted discerning clients into the unique
jewellery experience that is her trademark. Headed by Lorraine Efune, Chief Executive Officer
(CEO) and her daughter, Shira Efune, this renowned South African jewellery company provides
strikingly designed jewellery to clients at value-for-money prices. Creative store design and
imaginative window displays draw you into a world of sparkling beauty at the cutting edge of
fashion.
Lorraine, a celebrated jewellery designer, has almost 37 hard-earned years’ experience in the business
and is held in high esteem by the jewellery industry. Harking from a family that has been in
jewellery for three generations, Lorraine served as a director and senior designer in Efune
International for 18 years before branching out on her own.
With extensive experience gleaned in the jewellery industry, Lorraine’s design style of glamorous,
romantic jewellery gives the retro look a modern spin. The result is a unique, eclectic style that
incorporates the classic appeal of that era with a wonderfully modern twist!
Lorraine is an accredited member of the following commercial organisations:
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National Association for Women Business Owners (NAWBO)
Jewellers’ Association of South Africa
Jewellery Council of South Africa
South African Chamber of Commerce
Sandton Chamber of Commerce
Diamond Club of South Africa
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A large portion of Lorraine Efune’s jewellery is produced in South Africa by independent workshops
using mainly South African products, although some components that are not locally obtainable
are imported.
Her distinctive designs draw clients from all parts of the world, many of whom return year after
year to add to their collections of Lorraine Efune jewellery.
The Efune family has proudly maintained a flawless record in the industry for over 50 years.
Lorraine’s suppliers in South Africa and overseas are undoubtedly of the finest, enabling her to
place unconditional guarantees on the gold content, diamond quality and workmanship of all
her products.
Lorraine Efune is dynamic, well established and ready to expand both nationally and internationally.
The company has targeted prime locations in South Africa.
L O C AT I O N
O F S T O R E S A N D H E A D Q U A RT E R S
Lorraine Efune is located in a prestigious office block in Sandton City in the Sandton central
business district (CBD).
HEAD OFFICE:
19th Floor Sandton Office Towers
PO Box 55403
Sandton City
Northlands
Rivonia Road
South Africa
Sandton
2116
Tel: (011) 883-4809/883-4856. Fax: (011) 883-8252
E-mail: lefune@mweb.co.za
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C A P E T OW N S T O R E S :
Shop 241 Upper Level, Victoria Wharf, V&A Waterfront (New Store)
Shop 6232 Upper Level, V&A Waterfront
J O H A N N E S B U RG :
Shop U28A Sandton City
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O F E M P LOY E E S
We presently have a staff complement of 29 and the business is the primary client for a number of
small South African workshops that collectively employ over 80 people.
Lorraine Efune
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STORE
A N D M E RC H A N D I S I N G C O N C E P T
Since its birth in 1991, Lorraine Efune has grown into one of South Africa’s most select
and successful jewellery design and retail stores. The unique store designs are a key to the superior
experience with which customers are expertly assisted to find the perfect piece. Lorraine’s
commitment to a pricing philosophy that delivers some of the world’s finest jewellery at value-formoney prices has earned her a loyal following.
Lorraine Efune has extensive experience with international travellers and this group comprises a
large segment of our present clientele. Records show that at least 40% of our current customers
are generated by this source, of whom about 50% return to make further purchases or recommend
friends and business associates to visit us. In fact, an estimated 70% of the client base become repeat
purchasers of Lorraine Efune products. Our current client base includes more than 2 000 active
accounts.
We communicate regularly with local and overseas clients and willingly collect and return them to
their hotels, should they visit from afar.
Lorraine Efune is famed for its world-class design and production services. Our dealings with the
lucrative international portion of our client base necessitate us remaining abreast of current and
future worldwide trends, therefore Lorraine and Shira Efune travel overseas regularly to visit,
commission or work with other designers and to explore the global jewellery marketplace for
information and ideas. Clients, many of whom fly in from other countries, can choose from an
eclectic range of top-quality, inspired pieces, each individually designed and carefully crafted.
We also specialise in corporate jewellery, designing and supplying incentive and corporate gifts for
many of South Africa’s leading enterprises.
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STORE
DESIGNS
Headquarters – Sandton
Customer lounge with ornate display
cabinet and elegant antiques
Some of the existing pieces on offer
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SANDTON
STORE
Lorraine Efune, one of South Africa’s most select and successful jewellers, gives retail store design a
real shake-up. Always innovative, Lorraine began her business from a Sandton office block. The lack
of retail face never held her back; she quickly captured the attention of prestigious local and
international buyers with her individuality before moving into prime retail locations. Her first
traditional retail opportunity knocked with the option to purchase a renowned company situated in
Sandton City’s Fountain Court. The company was then branded with the Lorraine Efune stamp. Its
high-visibility location became the “window” through which Lorraine’s exquisite collections could
be viewed.
In a competitive retail environment, Lorraine provides clients with an exceptional shopping
experience with uncompromising standards of brilliant store design, unique jewellery, flawless
workmanship, competitive pricing and unstinting customer service.
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C A P E T OW N
STORE
Creative store design, imaginative window displays and the unique theatrical aspects of the store
draw you into a magical world. Interchangeable original canvasses provide a unique dimension to the
interior of the store, from an Italian villa to a beautiful garden. The interior is reflective of
Lorraine’s unique creativity.
Lorraine has recently completed her second Cape Town store. The new design promises to be
another winner and an asset to the V&A Waterfront shopping experience.
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C A P E T OW N
NEW STORE
Lorraine travels far and wide in search of inspiration not only for her exquisite jewellery designs,
but also for exciting and innovative store aesthetics. With her passion for art and architecture
Lorraine recently designed and conceptualised her new store in the V&A Waterfront. Entering the
new store is in itself an experience: the store vibrates with its own special magic and the ambience
and lighting provide the perfect backdrop to her unique collections.
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M E RC H A N D I S I N G
O
AND THEME DEVELOPMENT
ur world-class jewellery is displayed in innovative and eye-catching ways through the strategic
use of light, colour, fittings, photographs and the merchandise itself.
An eclectic combination of contemporary and antique props integrates classic and modern influences
into a sophisticated, welcoming ambience. The displays are a key element of our marketing strategy.
They are updated and refreshed regularly to maintain visual interest in the windows. Most of the
conceptual work is undertaken by Lorraine personally. Her windows have become a visual treat and
many customers visit just to enjoy the displays. Each window features a rare objet d’art from
Lorraine Efune’s enviable personal collection.
The stores incorporate a sensory adventure of sight and sound that enhances the overall theme and
in-store experience. Clients are also encouraged to take brochures and pamphlets that will enable
them to order Lorraine Efune products via e-mail, fax or mail order.
Staff are trained to maintain displays and product mixes, which change regularly. All products,
windows and surfaces are kept immaculately clean, as befits an upmarket retail outlet.
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EXHIBITIONS
Lorraine Efune jewellery is regularly displayed at specialised exhibitions held in South Africa and
abroad. Apart from her prowess in jewellery design, Lorraine is recognised for the excellence of her
exhibition stands. She has designed, installed and held many exhibitions for Efune International in
earlier years and in her own name since 1991.
Lorraine has exhibited internationally under the banner of the illustrious De Beers (now called The
Diamond Trading Company). She also designed two displays for the South African stand at the
world’s largest jewellery/watch exhibition, held in Basle, Switzerland. These stands attracted such
widespread praise that they were singled out to be featured on worldwide television coverage of the
event.
MAJOR
SUPPLIERS
Although 40-50% of our product range is solely South African-produced, we design and manufacture
exclusive products internationally. The result is a unique collection of jewellery not readily available
in South Africa, nor anywhere else in the world.
Lorraine Efune has joined forces with local diamond manufacturers and distributors to ensure that
customers receive quality stones at value-for-money prices.
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CUSTOMER
S E RV I C E P H I L O S O P H Y
O U R M I S S I O N S TAT E M E N T
To provide an exciting jewellery buying experience that assures the client of a value-for-money, unique
product backed by uncompromising service and integrity.
Our clients will be handled in a knowledgeable, friendly and efficient manner, within a sophisticated
selling environment that properly reflects our status as a world-class jewellery designer and supplier.
We endeavour to ensure that our customers retain fond memories of their buying experience so that they
will want to return time after time.
G OA L S
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W I T H R E G A R D T O C U S T O M E R S E RV I C E
Offer superior products at competitive, value-for-money prices.
Create a magnetic, aesthetic environment that lingers in the memory, drawing customers back to
reignite the experience.
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Treat all clients with dignity and respect.
Be mindful of our clients’ time constraints, developing techniques to enable them to view a
selection of suitable jewellery as quickly as possible.
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Ensure that our salespersons always conclude the sale honestly and intelligently.
Upon conclusion of the sale, package the customer’s purchases in a beautiful and unique manner,
entirely appropriate to the brand and the portent of the occasion.
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S TA F F
T R A I N I N G P RO G R A M M E S
Our tried and tested in-house programmes will teach:
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Interpersonal and client skills.
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Personal grooming and corporate philosophy.
Product knowledge.
Sales technique.
Packaging and presentation of the product.
Staff training is presently handled by Lorraine Efune and experts are invited for their proficiency in
relevant topics. Our management and staff regularly attend:
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Jewellery Council of South Africa courses in diamonds, pearls and coloured stones.
Seminars given by the DTC and other organisations.
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A D V E RT I S I N G
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AND MARKETING
orraine Efune has developed both an above- and below-the-line strategy.
Our current adspend of over R500 000 per annum for marketing, advertising and promotions is costeffectively utilised as most of the photography, layout and copy is originated by our in-house
advertising department rather than by outsourcing. With further expansion of the business, this
budget will be substantially increased.
We advertise widely in on-board airline magazines and publications intended for hotel room reading.
This year’s budget already includes more of this type of advertising, as well as top-rated local and
regional publications.
Another powerful marketing tool for our business is jewellery and related exhibitions, many of
which we organise ourselves. We ensure that the Lorraine Efune brand remains focused, receiving
the best possible attention at every opportunity.
Our clients are generally agreeable to furnishing their personal contact details, therefore we are able
to conduct follow-up marketing, such as mail shots and congratulatory messages on birthdays,
anniversaries and the like.
While a great deal of attention to traditional marketing is undertaken, we are well established as a
sought-after jewellery design company, therefore much of our present trade consists of word-ofmouth referral or repeat business.
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In summary, we undertake:
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Continued and increased advertising in leading South African and international publications.
Continued and increased advertising in on-board airline magazines.
In-store pamphlets that enable customers to place further orders through e-mail, fax
or direct mail.
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Local, national and international exhibitions.
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Client contact through mail shots and on significant occasions such as birthdays and
anniversaries.
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Upgrading of our Internet Websites to promote our business and elicit e-mail orders and
enquiries.
IN-STORE
P RO M O T I O N S
South African consumers are exposed to our company name and product about 1,5 times per month.
Our advertising is currently placed in the following publications:
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Marie Claire – women’s magazine.
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“W” – leading hospitality journal.
Rooi Rose – Afrikaans women’s magazine.
Woman & Home – women’s magazine.
Oprah – women’s magazine.
Sawubona – South African Airways in-flight magazine.
House & Garden – leading décor and gardening magazine.
Cape Etc – leading Cape magazine.
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Fashion supplements in various magazines – for example, the Fashion Directory (30 000 copies)
recently distributed with Elle and Cosmopolitan.
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Medical publications such as Afri-surge, a booklet distributed to patients visiting South Africa
for medical treatment.
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Femme Bridal – a South African bridal magazine.
We have also advertised in sporting magazines, motoring journals and society publications.
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E X A M P L E S O F A D V E RT I S I N G M AT E R I A L
( PA S T T H R E E Y E A R S )
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2 0 0 9 C A M PA I G N
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ur advertising campaigns cater for both local and international consumers. Edgy and just a
little cheeky, they continue to capture the imagination of our customers.
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2 0 0 8 C A M PA I G N
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2 0 0 7 C A M PA I G N
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OTHER
I N F O R M AT I O N
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BUSINESS
I N F O R M AT I O N
BUSINESS NAME:
Lorraine Efune (Pty) Ltd
TRADING NAME:
Lorraine Efune
TYPE OF BUSINESS:
Proprietary Limited
BUSINESS REGISTRATION NUMBER: 1999/10811/07
REGISTERED ADDRESS:
19th Floor Sandton Office Towers, Sandton City
Rivonia Road, Sandton, South Africa
DETAILS OF DIRECTORS/MEMBERS:
NAME
ID NUMBER
NATIONALITY
Mrs L Efune
4712280060084
South African
Miss S Efune
7405010130080
South African
Mr Eric de Jager
5105045077007
South African
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BUSINESS
BUSINESS
A N D F I NA N C I A L R E F E R E N C E S
REFERENCE NO
1
Name
Title
Firm
Address
Telephone
BUSINESS
REFERENCE NO
Barbara Brom
Rentals Manager
Sandton City Management
1st Floor Medical Mews, Sandton City
(011) 883-2011
2
Name
Title
Firm
Address
Telephone
D E TA I L S
Tim Watson
Chief Executive Officer
Panda Diamonds (Pty) Ltd
Suite 203 East Wing, 27 Ridge Road, Parktown
(011) 274-4900
OF BANK
Name
Address
Telephone
Account number
Type of account
Nedbank Sandton
Sandton Banking Mall, Sandton City
(011) 302-4800
1970-656-972
Current
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C O R P O R AT E
L
SOCIAL RESPONSIBILITY
orraine Efune, either personally or through Lorraine Efune Design, has been a generous
sponsor of charitable organisations for many years. Company social responsibility spending is
focused primarily on organisations that assist women and children.
Charitable institutions that are regularly supported include:
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The Order of St John
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BDB Jewish Fund
Hlobane Community Complex
The Hospice Association
National Osteoporosis Foundation
Chevrah Kadisha
Society for the Prevention of Cruelty to Animals (SPCA)
Jewish Women’s Benevolent Home
Arcadia Jewish Children’s Home
International Fund for Animal Welfare (IFAW)
Jewish Family Assistance Fund
National Kidney Foundation of South Africa
Blind Association of South Africa
Cotlands Baby Sanctuary
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C O R P O R AT E
I
PA RT N E R S
n 1999, the Tourism Investment Corporation (Tourvest) saw an ideal opportunity to improve
their jewellery portfolio by investing in Lorraine Efune Design.
Tourvest is listed on the Johannesburg Securities Exchange and the group operates independent
business units run by managing directors who have full responsibility and accountability for the
survival and profitability of their operations.
The Tourvest head office provides support to the business units, overall strategic direction, the
identification and creation of synergy between the business units and the acquisition of new
businesses/retail outlets.
The symbiotic partnership has been extremely successful and enhanced the top-end jewellery
portfolio considerably.
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