CON FIDEN TIAL

All information in this document was compiled on the date listed. This information can change and current figures
for traffic, revenues and expenses might be considerably different from that listed here. For current information,
please check the property listing on www.latonas.com

Investor Package
Established Jewelry eCommerce Destination
http://www.jewellerygenie.co.uk/
08/06/2017

Listing Broker

Broker Name: Eric Leighton

Broker Telephone: 1-678-629-2870

Broker Email: eric@latonas.com

Broker Skype: eric.latonas

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Disclaimer: All information contained in the Prospectus is provided as a general source of information.
Th e Prospectus is prepared by or is based on representations made by the representatives of the
business object of the Prospectus (“Business”). While the information provided is believed to be from a
reliable source, Latona’s does not audit or verify any information provided in the Prospectus or makes
any warranty or representation, express or implied, as to its accuracy or completeness, nor in any way
guarantee future business performance.

The Prospectus or any information regarding any and all businesses provided by Latona’s is not
intended as legal, investment, nancial, accounting, tax or other advice. As with all investment and
financial decisions, you must consider the risks involved and the possibility that you may lose some or
all of your investment. You should not assume that the Prospectus or any information provided by
Latona’s brokers serves as a substitute for performing your own due diligence and independent
evaluation of the all the business information prior to making any acquisition decisions. You should
consult or engage your own legal, investment, nancial, accounting or other advisors for counsel based
on your particular circumstances.

You understand that this Prospectus is intended for your use only, and in accordance to the Non-
Disclosure Agreement. You shall not divulge the information in the Prospectus or any information
obtained as a result of your inquiry regarding the Business, and agree to keep such information strictly
con dential. You understand and acknowledge that divulging to others any information from this
Prospective or provided to you by the Latona’s Brokers, whether written or orally, will negatively impact
Latona’s. You will be held responsible for any damages or losses, whether direct or indirect, suffered
by Latona’s from any breach to the confidentiality obligations and provisions.

The information provided on the Prospectus or by Latona’s Brokers is provided on an “as is” and “as
available” basis. Latona’s does not warrant or make any representations or guarantees that reliance on
the Prospectus or on any information provided by Latona’s Brokers will result in successful future
business performance. Past performance of a business may not be indicative of future results.
Latona’s is not responsible in any manner for direct, indirect or special damages, however caused,
arising out of the use or reliance on the Prospectus or any other information provided by Latona’s or its
Brokers.

THE INFORMATION IN THIS PACKAGE IS CONFIDENTIAL

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About Latona's
Latona’s LLC is a leading web-property broker focusing on only those properties that can demonstrate
positive cash flow. During its nearly 20-year history, Latona’s has been a major force in early
commercial development on the Internet and uses its expertise for the benefit of its clients, whether
they are selling or buying web properties.

Secure Transactions - To ensure the protection of both seller and buyer, Latona's advises that all
transactions are closed through Escrow.com. This transaction closing process allows an inspection
phase for the buyer to examine the purchase. However, every transaction is different and parties may
agree to a different transaction closing process or a difference escrow service.

Transfer Guidance - The Latona’s Transfer Guidance Team is here to assist in the transfer of domains,
site files, databases, email lists or any other asset included in the sale.

Integrity - Latona's is committed to providing its services in a manner that demonstrates the utmost
integrity, due care and skill. Our goal is to be transparent, fair and dependable in all transactions.

A Personal Level of Service

In addition to its growing portfolio of high-quality listings, perhaps the most valuable asset Latona’s
brings to the table is its team of dedicated website brokers. Each and every listing on Latona’s is
represented by a dedicated broker with an interest in making the sale and transfer of the websites
and other properties as easy and trouble-free as possible. These brokers have the ultimate goal of
assisting both parties in reaching a deal that meets their expectations and requirements. Our goal is a
beneficial transaction for everyone involved. As you consider this listing or any other property on
Latona’s, understand that our brokers stand ready to provide any information or assistance you
require in researching this listing and making your decision.

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WEB BUSINESS DESCRIPTION

DESCRIPTION:
Being o ered for sale is a con dential listing that has become a recognized eCommerce destination
for high margin sterling silver and ne imitation fashion jewelry. Primary revenue is generated
through both stocked and drop shipped inventory. Five separate URLs redirect to primary website. The
web property is turn key and administration of site is estimated at 3 hours per day. There is a direct
correlation between facebook ad campaigns and revenue. Ad campaigns had to be decreased due to
overwhelming response. Ownership approached directly by Amazon for FBA growth and development.
Primary tra c is generated through Facebook and related ad campaigns. Currently 37504 likes, 7598
members, and growing every day. Tra c is also generated through direct returning users and primary
engine organic search. Five separate stand alone URLs also drive tra c and redirect to primary site.
MailChimp campaigns also push tra c via facebook, 8948 customers in current database, 3900 on
active mailing list, and weekly newsletters. Primary demographics are 90% female with the majority
being in the age bracket 45-54 with 35-44 closely following. No signi cant SEO being optimized.
Included in sale, are all trademarks, copyrights, videos, graphics, code, articles, email lists, social media,
Newsletter, and all other online and intellectual properties associated with this listing. Current owner
will provide extensive transitional support where required.

DOMAIN/SITE INFO REVENUE SOURCES NICHE/VERTICALS

Estab l i sh ed : Sept. 10, 2014 Product Sales Arts and Entertainment

Mobile
People and Relationships
Shopping
Style and Fashion
Amazon Store
Internet
Jewelry

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FINANCIALS DEAL SNAPSHOT

Annual Revenue $110,945 Open to Offers 

Annual COGS $9,331 Financing 

Annual Expenses $25,943 Fractional Sale 

Annual Profit $75,670 Listed 301 days ago

TRAFFIC SNAPSHOT Asking Price $240,000.00

Monthly Uniques 13,219

Monthly Pageviews 43,052

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TRAFFIC DETAILS
Primary tra c is generated through Facebook and related ad campaigns. Currently 37504 likes, 7598
members, and growing every day. Tra c is also generated through direct returning users and primary
engine organic search. Five separate stand alone URLs also drive tra c and redirect to primary site.
MailChimp campaigns also push tra c via facebook, 8948 customers in current database, 3900 on
active mailing list, and weekly newsletters. Primary demographics are 90% female with the majority
being in the age bracket 45-54 with 35-44 closely following. No signi cant SEO being optimized. All
content is original, detailed, and targeted. A detailed monthly breakdown is available with a signed
Non-Disclosure Agreement on file.

TRAFFIC RAW DATA

Date Uniques Raw Visits

Aug. 1, 2016 9,514 49,294

Sept. 1, 2016 12,948 57,914

Oct. 1, 2016 14,283 54,914

Nov. 1, 2016 11,998 36,418

Dec. 1, 2016 13,728 44,060

Jan. 1, 2017 12,627 40,208

Feb. 1, 2017 10,770 34,740

March 1, 2017 12,129 38,211

April 1, 2017 13,219 43,052

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CHARTS

MONTHLY UNIQUES

MONTHLY PAGEVIEWS

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REVENUE DETAILS EXPENSE DETAILS

This con dential listing has become a Expenses: 1. Hosting 2. MailChimp 3. Facebook
recognized eCommerce destination for high Ad Campaigns 4. Ful llment 5. Sporadic
margin sterling silver and ne imitation fashion Freel an ce A detailed monthly breakdown is
jewelry. Primary revenue is generated through available with a signed Non-Disclosure
both stocked and drop shipped inventory. Five Agreement on file.
separate URLs redirect to primary website. The
web property is turn key and administration of
site is estimated at 3 hours per day. Thers is a
direct correlation between facebook ad
campaigns and revenue. Ad campaigns had to
be decreased as supply could not keep up with
demand. Approached directly by Amazon for FBA
growth and development. A detailed monthly
breakdown is available with a signed Non-
Disclosure Agreement on file.

REVENUE RAW DATA

Date Revenue COGS Expenses

Aug. 1, 2016 $10,662.89 $3,638.56 $2,191.24

Sept. 1, 2016 $10,462.67 $3,359.95 $2,548.23

Oct. 1, 2016 $8,705.06 $0.00 $2,082.17

Nov. 1, 2016 $10,021.93 $0.00 $1,712.94

Dec. 1, 2016 $12,455.84 $0.00 $1,698.71

Jan. 1, 2017 $7,636.00 $0.00 $1,741.00

Feb. 1, 2017 $6,761.76 $0.00 $1,571.73

March 1, 2017 $7,038.46 $0.00 $2,728.50

April 1, 2017 $9,464.00 $0.00 $3,183.00

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REVENUE & EXPENSE CHARTS

MONTHLY REVENUES

MONTHLY COGS

MONTHLY EXPENSES

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SELLER Q & A
The following answers to frequently asked question were provided and prepared by the
representatives of the Business. This section has been produced to provide additional information
and/or clari cations regarding the Business, but buyer should independently verify and evaluate the
information prior to investing. Latona's makes no warranty or representation of accuracy and no
liability (including third party liability) with respect to any error or omission is assumed by Latona's.

What is included in the sale?:

Included in this sale are all domains including access to all code facebook page facebook group
mailchimp account mail list youtube account videos images logos etc. Supplier details and
information. Information on how we convert US size to UK sizes. www.925silvercharmed.co.uk
www.925silvercharmed.com www.jewellerygenie.co.uk all with databases and live figures etc
www.jewellerygenie.com www.thejewelrygenie.com (these were purchased but are not currently being
used- but will be included in the sale)

Describe a typical day running the business.:

Invoices are printed off from the previous day orders packed and dispatched. We have stocked items
and drop shipped items. I process the daily drop ship orders and our stock packages are taken to the
post office. A family member maintains customer correspondence answers all messages via facebook
and our website email checks any queries on parcel whereabouts etc. From the post office we collect
any returned items process exchanges or refunds. We work from 9.30 until 12.30pm daily so 3 hours a
day 5 days a week.

How is revenue generated?:

The website makes money via the facebook adverts that we have running and repeat business word of
mouth and recommendation. We also use mailchimp to generate interest by announcing latest styles
added we post to our facebook page which currently has 37504 likers and growing everyday. We also
explored ebay for a while and had some success there but again time constraints did not allow us to
continue. Also the ladies accessory manager for Amazon has approached us to list on Amazon and I
would imagine that would be a great source of untapped income- again we simply do not have the
time. To my knowledge I have been unable to find a competitor in the UK or Europe selling some of the
styles that we offer.

How do you generate visitors for your business?:

All of our traffic comes from Facebook or google organic search and repeat customers/ word of mouth
The below traffic figures are only for www.925silvercharmed.co.uk (Jewellery Genie) however it should
be noted that there is additional traffic also to take into account from www.925silvercharmed.com

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Why are you selling?:

We run another website as well as this one and it is in the electronics niche. 925 Silver Charmed (Now
Jewellery Genie) was really taking off and we were receiving huge demand on both our electronics site
and the jewellery sites. There are only the two of us and we could not cope with the amount of orders
we were receiving. It became clear that we would need to concentrate more on our other concerns. We
dialed down our adverts which had an immediate slowing effect on volume of sales (which we were
hoping for) and became more manageable. However we feel we aren’t doing the business justice as we
don’t have the time to put into it anymore as we are spending more and more time in other areas.

Please describe the ownership and incorporation structure.:

Donna Aldrich CEO owner NA Sole trader Scrouchers Meadow 69 Stanstead road Caterham Surrey CR3
6AG

Are there any licenses, trademarks, patents or copyrights involved with the web property? Are these
included in the sale?:
NA

Are there any past or present legal proceedings involving your web property or operation? Do you
foresee any in the future? Please explain.:
No and I dont forsee any

Please provide a brief history of the web property: date of inception, date purchased if applicable,
changes and improvements, problems encountered, etc.:
We began in 2014. We opened our own facebook group and added customers to the group we sold
only based on recommendation or via our facebook page with zero advertising. This group currently
has 7600 people active. We then opened our website is September 2014 and used the site for
customers to make purchases directly. In September 2015 we began experimenting with paid facebook
advertising. If you visit the old version of our site here www.925silvercharmed.com this was how we
began. In May 2016 we upgraded our site with a more modern responsive look and in July 2016 we
underwent a rebranding to take us to www.jewellerygenie.co.uk Our reason for rebranding was 3 fold
a)we did not want to limit ourselves to sterling silver as the previous name suggests b) we were
considering the future and that Jewellery Genie was far more memorable c) we were thinking that
should we ever develop an idea unique to us this would be an effective brand name. At the same time
we were also building a seperate business unrelated to jewellery and this also increased hugely as a
result it became clear to us that we could not manage the volume of orders on all sites. As a
consequence in June 2016 we reduced our facebook adverts in the hope that it would reduce sales to a
more manageable amount. It had the desired effect. If we reinstate the original campaign sales will
follow suit- we simply do not have the time to do so. It has had to take a bit of a back burner with us
thinking that we will get around to spending more time on it eventually however sales on our other site

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in electronics continues to gather momentum and we have reluctantly admitted that it would be better
to hand over this site to someone that has the time and dedication it deserves.

Is the operation seasonal? Does traffic or revenue fluctuate at specific times of year? Please explain.:
As expected we have increased sales around Christmas Valentines etc but for the most part sales are
good all year round with no major decreases at all-people buy whatever the season.

Have there been any periods of poor performance? Please explain.:

Our performance has dropped since July of this year and this reflects upon the advertising campaign.
Around this time we reduced our adverts as we could not cope with the volume of orders- due to other
commitments as mentioned previously. With the flick of a switch we could soon be drowning in huge
order volumes but we could not keep up with the demand as well as that of our other business.

How many employees / contractors? Will they continue to work for the company after the sale? Please
explain.:
Just the 2 of us and we are family members. No one will continue to work for the company after the
sale. We do contract someone to do modifications to the site if and when we need them and he could
be recruited by the buyer if needed.

What do you see as the growth potential for this business? What would you do if you were to keep the
business?:
This business has huge growth potential. To begin with I would reinstate the original adverts and sales
would be immediate. It could be expanded into ebay and amazon with amazon fulfilling orders. Our
drop shipper has a fulfillment centre in the states and uk so expanding into various countries
including the states would be huge. We looked into developing SEO and this is something I would
definitely do if I were to keep the business alongside this I would mount a google advertising campaign
which I believe would be as effective as the facebook campaigns. Increase stock levels and continue
adding new products. Furthermore there is scope for wedding fairs and shows local boutiques as
stockists. Eventually leading on to opening a first flagship store.

Are there any major industry concerns coming up in the foreseeable future such as increased
competition, changes in products or technology, regulation, increased costs, etc. that a new owner
should know about?:
Currently in the UK and Europe it is my honest opinion that we do not have any competition some
particular items are sourced from the states and I have yet to see them in any store in the UK nor
online on Amazon or ebay. We operate with high margins and low outgoings. I do not foresee any
problems or concerns.

What platform, themes, plug-ins are used on the site?:

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We use OPENCART jOURNAL theme and a basic opencart theme on the original site. The site has been
customized with several extensions to aid day to day running. Delivery note function sticky labels
facebook login abandoned cart facility admin note section bulk edit.

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