WRT 331 Final Portfolio

Carley Gomes
Lisa Bergson - 19 December 2017
 Backgrounder

To: jdoe@newspaper.net
Subject: Alex and Ani Backgrounder

Alex and Ani Backgrounder

For Immediate Release
Dec. 11, 2017

Alex and Ani

Alex and Ani is a humanitarian company that designs meaningful, eco-conscious jewelry from materials made in
America. The goal of the company is to connect the wearers of the jewelry to a greater purpose, and to produce
bangle bracelets, necklaces, earrings and rings that adorn the body, enlighten the mind, and empower the spirit.

Alex and Ani was founded in 2004 by Carolyn Rafelian in Cranston, Rhode Island. The company first
manufactured jewelry in a factory called Cinerama, which was also located in Cranston and was started by
Rafaelian’s father in 1966. Rafaelian kept her families jewelry manufacturing legacy alive with the founding of
Alex and Ani. Alex and Ani originally sold their products to wholesale retailers around the country, until high
demand for the jewelry led to the first retail store opening in Newport in 2009.

The company began creating licensing deals with major corporations, such as Disney, the National Football
League, sororities and the U.S. military in 2012. The company then began to open stores in top markets such as
New York and California, and major chains such as Harvey Nichols and Saks Fifth Avenue began carrying the
brand. Alex and Ani went from less than 30 people to almost 1,000 in three years. The company’s revenue grew
from $5 million in 2010 to $500 million in 2016. The innovations of Alex and Ani continue to improve each
year, as the company has just recently opened up two more licensing deals with Wonder Women and Harry
Potter. The future of Alex and Ani is predicted to grow, as their international revenue of 10% is expected to be
doubled by the year 2020.

The companies bestselling product remains to be its charm bangles, which has thousands of different designs
and iterations. These bangles represent lifetime milestones, zodiac signs, favorite sports teams, inspirational
quotes and many more. Each bangle bracelet is accompanied by a “meaning card,” in which the owner of the
bracelet can learn the significance of what is on their bangle. Among their bangles, Alex and Ani also sells rings,
earrings, necklaces, and other bracelets such as cords and threads and beaded.

Alex and Ani has made significant contributions to charities and local communities with their dedication to
philanthropy and desire to be a humanitarian company. Through their initiative Charity By Design, Alex and Ani
has partnered with 55 nonprofit organizations from around the world to sell unique jewelry that gives back.
Proceeds from pieces of the Charity By Design collection go towards supporting one of their global nonprofit
partners. Through this initiative, Alex and Ani is not only supporting important nonprofits whose goal are to
make a difference, but also bringing awareness to them as well. Charity By Design has donated over $47 million
to nonprofits across the globe.

###
For more information:
Carley Gomes
Director of Media Relations
Office: 401-248-2938
Cell: 401-467-2487
carleygomes@alexandani.com
 Announcement News Release

To: jdoe@newspaper.com
Subject: Alex and Ani releases new charity collection

Alex and Ani News Release

For Immediate Release

Dec. 11, 2017

Alex and Ani launches new charity line designed by celebrities

CRANSTON, R.I. - Alex and Ani has always been known as being more than just a jewelry company, and the
company has proved this yet again by announcing a new initiative. On December 4, the company announced its
latest Charity by Design collection, which is dedicated to benefiting the Epidermolysis Bullosa Medical Research
Foundation (EBMRF). The new collection was designed and is being supported by celebrities Kaley Cuoco, Mandy
Moore and Elizabeth Olson.

The new collection consists of three pieces, each of which are pull cord bracelets featuring a metal plate engraved
with a unique hashtag designed by the celebrities. Customers can chose between Olson’s “#celEBrateLIFE,”
bracelet, crafted with 14k rose gold plated sterling silver and black cord, Moore’s “#celEBrateLOVE,” crafted with
sterling silver and red cord, and Cuoco’s“#celEBrateME,” crafted with 14k gold plated sterling silver and black
cord. Each piece is also adorned with a butterfly, which is a nod to the EBMRF foundation and its mission.

“I am very excited to have the opportunity to partner with EMBRF and make a difference with this organization.,”
CEO and Founder Carolyn Rafelian said. “I am very grateful for the support and contribution of Mandy Moore,
Elizabeth Olson and Kaley Cuoco. These three accomplished women have done an amazing job in designing these
bracelets and putting a lot of heart and meaning into them. We hope our customers are just as excited about them as
we are.”

Epidermolysis Bullosa (EB) is a disabling and life-threatening genetic skin disorder, characterized by blisters and
skin tearing from the slightest trauma, scarring of the skin, eyes and internal organs. The disease is incredibly rare,
affecting approximately 200 newborns in the United States each year. There is currently no treatment or cure, which
is why raising awareness for this lesser known disease is so important.

Alex and Ani will donate all proceeds from each bracelet sold, between December 1, 2017 and March 31, 2018, to
the EBMRF to raise awareness and fund cutting-edge research to find a cure for EB.

“We are very grateful and and honored to be apart of Alex and Ani’s Charity by Design initiative,” EBMRF
Founder Lynn Anderson said. “It is frustrating and upsetting to see the lack of attention that EB receives. This is
such a terrible disease that children are suffering from, and to have the support of a company such as Alex and Ani
is so uplifting, and we appreciate their commitment to helping us find a cure.”

Alex and Ani is a humanitarian company that designs meaningful, eco-conscious jewelry from materials made in
America. The goal of the company is to connect the wearers of the jewelry to a greater purpose, enlighten the mind,
and empower the spirit. Through their initiative Charity By Design, Alex and Ani has partnered with 55 nonprofit
organizations from around the world to sell unique jewelry that gives back. Charity By Design has donated over
$47 million to nonprofits across the globe. For more information, visit alexandani.com.

###
For more information:
Carley Gomes
Director of Media Relations
Office: 401-248-2938
Cell: 401-467-2487
carleygomes@alexandani.com
 Feature News Release

To: jdoe@newspaper.com
Subject: Give the gift of Alex and Ani

Alex and Ani News Release

For Immediate Release
Dec. 11, 2017

Give a gift that is full of meaning and personalization this holiday season

CRANSTON, R.I. - Christmas is fast approaching, and with it comes the stress of trying to find the perfect gift for
someone special in your life. Rather than buying your loved one another sweater or scarf that they do not need, get
them something that is meaningful. Get them the gift of a Charity by Design bracelet by Alex and Ani.

Nothing is more special and unique than a gift that has meaning behind it. By giving a Charity by Design bracelet, not
only will your special someone be getting a beautiful gift, but they will also know that their gift is helping to support
a great cause.

This December, shop the latest collection that benefits the Epidermolysis Bullosa Medical Research Foundation
(EBMRF). This is the latest Charity by Design Collection, and it features three bracelets designed by celebrities
Kaley Cuoco, Elizabeth Olson, and Mandy Moore. Each bracelet features a pull cord design, featuring a metal plate
engraved with a unique hashtag designed by the celebrities. Customers can chose between Olson’s
“#celEBrateLIFE,” bracelet, crafted with 14k rose gold plated sterling silver and black cord, Moore’s
“#celEBrateLOVE,” crafted with sterling silver and red cord, and Cuoco’s“#celEBrateME,” crafted with 14k gold
plated sterling silver and black cord. Each piece is also adorned with a butterfly, which is a nod to the EBMRF
foundation and its mission.

Epidermolysis Bullosa (EB) is a disabling and life threatening genetic skin disorder, characterized by blisters and skin
tearing from the slightest trauma, scarring of the skin, eyes and internal organs. There is currently no cure or
treatment, and the disease is very rare, affecting about 200 newborns a year in the United States.

“From the moment my son, Brandon, was diagnosed with EB, our lives changed drastically,” says Vice President of
EBMRF Andrea Pett-Jospeh. “Seeing him suffer through this disease, seeing him in constant pain every single day, is
something a mother should never have to go through. I am so grateful for Alex and Ani for being a partner in helping
us to find a cure for EB. The support of this company and their campaign gives hope to Brandon and all other kids
suffering from EB.”

From December 1, 2017 to March 31, 2018, 100 percent of the proceeds from each bracelet will go to EMBRF, to
support funding a cure and awareness of the disease. When you give one of these bracelets, not only are you helping
to support a worthy cause, you are giving a bracelet that holds a meaningful message. By choosing the
“#celEBrateLIFE” bracelet by Olson, you are reminding your loved one to cherish all of life’s precious moments.
Moore’s “celEBrateLOVE” reminds your loved one to celebrate all forms of love, and Cuoco’s “#celEBrateME” can
remind your loved one to celebrate all forms of love.

“I have been a longtime supporter of EBMRF, and I am so grateful to be involved and to have a part in making a
difference,” says Cuoco. “These kids are suffering from a disease that not a lot of people know exists. I’m hoping that
this collection brings awareness to EB, and makes a difference in the lives of these kids.”

###
For more information:
Carley Gomes
Director of Media Relations
Office: 401-248-2938
Cell: 401-467-2487
carleygomes@alexandani.com
 Pitch Email

To: elizabeth.paton@nytimes.com
Subject: Alex and Ani new charity initiative

Dear Ms. Paton,

Alex and Ani has been a leading brand in the jewelry and fashion industry, and is well known for their
commitment to giving back to charitable organizations. Its Charity by Design initiative involves over 55
nonprofit organizations from around the world. Through this partnership, Alex and Ani and the organizations
design unique jewelry that gives back, and the initiative has raised more than $47 million for nonprofits all
around the globe. On December 4, Alex and Ani announced their latest collection to the Charity by Design
collection, a partnership with the Epidermolysis Bullosa Medical Research Foundation (EBMRF). This new
collection was designed and is endorsed by celebrities Mandy Moore, Elizabeth Olson and Kaley Cuoco. The
collection consists of three pieces, each of which is a pull cord bracelet featuring a metal plate that is available
in a sterling silver, gold or rose gold finish. Each of the celebrity endorses designed their own bracelet, featuring
a different colored cord as well as their own inspiring hashtag text that appears on the metal plate. Customers
can chose between Olson’s “#celEBrateLIFE” text, Moore’s “#celEBrateLOVE” and Cuoco’s“#celEBrateME.”
Each piece is also adorned with a butterfly, which is a nod to the EBMRF foundation and its mission.

This campaign is dedicated to raising awareness and funding cutting-edge research for Epidermolysis Bullosa
(EB). EB is a disabling and life threatening genetic skin disorder, characterized by blisters and skin tearing from
the slightest trauma and scarring of the skin, eyes and internal organs. The disease is incredibly rare, affecting
approximately 200 newborns in the United States each year. There is currently no treatment or cure, which is
why raising awareness for this lesser known disease is so important. You recently put out an article on an
entrepreneur who runs on online marketplace that donates proceeds to charities specializing in helping conflict
zones titled “Shop Aims to Help Artisans in War-Torn Countries.” This story and your voice really helped to
emphasize the impact this online marketplace had on charities and the people living in these war-torn countries.
I think you would be perfect for this story because you will be able to accurately capture the need for support for
EBMRF, and will have the voice to express the importance of the charitable campaigns of Alex and Ani.

We are hoping to draw as much attention to this new campaign as we possibly can, as we want to make as many
people aware of EBMRF and its fight to find a cure, which is why we are offering this story to the New York
Times. We will be able to put you in contact with Alex and Ani CEO Carolyn Rafelian, as well as
representatives for the three celebrity endorsers who can provide you with quotes on their involvement with the
campaign. Please let me know how we might help you in any other way.

I will contact you on Monday, December 18 to see if I might be of any help on this potential story. Thank you
for your time and your consideration.

Sincerely, 


Carley Gomes

For more information:

Carley Gomes
Director of Media Relations
Office: 401-248-2938
Cell: 401-467-2487
carleygomes@alexandani.com
 News Room Article

Bite:

Alex and Ani announces new charity campaign

featuring celebrity designed collection

Snack:
Alex and Ani announces new charity campaign featuring celebrity designed collection
CRANSTON, R.I.; Dec. 11, 2017 - Alex and Ani has always been known as
being more than just a jewelry company, and the company has proved this yet
again by announcing a new initiative to give back. On December 4, the company
announced its latest Charity by Deign collection, which is dedicated to benefiting
the Epidermolysis Bullosa Medical Research Foundation (EBMRF). The new
collection was designed and is being supported by celebrities Kaley Cuoco,
Mandy Moore and Elizabeth Olson. See full article
Meal:

Alex and Ani announces new charity campaign featuring celebrity

designed collection
CRANSTON, R.I.; Dec. 11, 2017 - Alex and Ani has always been known as being more than just a jewelry
company, and the company has proved this yet again by announcing a new initiative. On December 4, the
company announced its latest Charity by Deign collection, which is dedicated to benefiting the Epidermolysis
Bullosa Medical Research Foundation (EBMRF). The new collection was designed and is being supported by
celebrities Kaley Cuoco, Mandy Moore and Elizabeth Olson.

The new collection consists of three pieces, each of which are pull cord bracelets
featuring a metal plate engraved with a unique hashtag designed by the celebrities.
Customers can chose between Olson’s “#celEBrateLIFE,” bracelet, crafted with
14k rose gold plated sterling silver and black cord, Moore’s “#celEBrateLOVE,”
crafted with sterling silver and red cord, and Cuoco’s“#celEBrateME,” crafted
with 14k gold plated sterling silver and black cord. Each piece is also adorned
with a butterfly, which is a nod to the EBMRF foundation and its mission.

“I am very excited to have the opportunity to partner with EMBRF and make a
difference with this organization.,” CEO and Founder Carolyn Rafelian said. “I
am very grateful for the support and contribution of Mandy Moore, Elizabeth
Olson and Kaley Cuoco. These three women have been so kind and gracious in
their involvement with this campaign, and I could not be more excited for their designs.”

Epidermolysis Bullosa (EB) is a disabling and life threatening genetic skin disorder, characterized by blisters
and skin tearing from the slightest trauma and scarring of the skin, eyes and internal organs. The disease is
incredibly rare, affecting approximately 200 newborns in the United States each year. There is currently no
treatment or cure, which is why raising awareness for this lesser known disease is so important. Alex and Ani
will donate all proceeds from each bracelet sold, between December 1, 2017 and March 31, 2018 to the EBMRF
to raise awareness and fund cutting-edge research to find a cure for EB.

“We are very grateful and and honored to be apart of Alex and Ani’s Charity by Design initiative,” EBMRF
Founder Lynn Anderson said. “It is frustrating and upsetting to see the lack of attention that EB receives. This is
such a terrible disease that children are suffering from, and to have the support of a company such as Alex and
Ani is so uplifting, and we appreciate their commitment to helping us find a cure.”

Alex and Ani is a humanitarian company that designs meaningful, eco-conscious jewelry from materials made in
America. The goal of the company is to connect the wearers of the jewelry to a greater purpose, enlighten the
mind, and empower the spirit. Through their initiative Charity By Design, Alex and Ani has partnered with 55
nonprofit organizations from around the world to sell unique jewelry that gives back. Charity By Design has
donated over $47 million to nonprofits across the globe. For more information, visit alexandani.com.

###
For more information:
Carley Gomes
Director of Media Relations
Office: 401-248-2938
Cell: 401-467-2487
carleygomes@alexandani.com
 Blog Post

Alex and Ani teams up with celebrity designers to launch new Charity by
Design campaign

December 12, 2017 / 2:35 PM

By: Carley Gomes Director of Media Relations

For many, the acronym EBMRF is nothing more than a

jumble of letters. For people like Lynn Anderson and
Andrea Pett-Joseph, these letters changed their lives.

The Epidermolysis Bullosa Medical Research Foundation,

also known as EBMRF, was established in 1991 by
Anderson and her husband, Gary. The couple lost their two
children, Chuck and Christine, to Epidermolysis Bullosa.
Chuck was 24, and Christine was only 14. Alex and Ani
has been a supporter of EMBRF for many years, and even
hosted the fourth annual ROCK4EB! event in Malibu,
California last January. Alex and Ani CEO and Founder
Carolyn Rafelian wanted to get even more involved in the
fight against EB, and created the latest Charity by Design
initiative, which launched December 4.

A lot of you might be wondering what Epidermolysis

Bullosa is, because as terrible as this disease is, not many people are aware it exists. EB is a disabling and life-
threatening genetic skin disorder, characterized by blisters and skin tearing from the slightest trauma, scarring of
the skin, eyes and internal organs. The disease is incredibly rare, affecting approximately 200 newborns in the
United States each year. There is currently no treatment or cure, which is why raising awareness for this lesser
known disease is so important.

Teaming up with EB supporters and celebrities Mandy Moore, Elizabeth Olson and Kaley Cuoco, Alex and Ani
released its EBMRF collection, featuring three bracelets designed by each of the celebrities.

Olson’s bracelet, crafted with 14k rose gold plated sterling silver and black cord, and inscribed
with“#celEBrateLIFE.” Moore’s bracelet is crafted with sterling silver and red cord, and inscribed
with“#celEBrateLOVE.” Cuoco’s bracelet is crafted with 14k gold plated sterling silver and black cord, and
inscribed with “#celEBrateME.” Each piece is also adorned with a butterfly, which is a nod to the EBMRF
foundation and its mission.

Andrea Pett-Joseph was added to the EMBRF board of directors in 2003, following the birth of her son,
Brandon, who has EB. An article published this past March in People magazine highlighted the Joesph family’s
struggle with this. Andrea was told by doctors after her sons birth that she would need to wrap her baby in
bandages, pop his blisters with needles, and bathe him in bleach to fight infections, a true nightmare for any
parent.
From December 1, 2017 to March 31, 2018, Alex and Ani will donate 100% of the proceeds made from bracelet
to EBMRF, to raise awareness and fund cutting edge research to find a cure for EB. No child deserves to live
with the pain caused by EB, and no parent should ever have to watch their child suffer through a cureless
disease. It is time to make people aware of EB, and it is time to make a difference. Support the cause now, by
visiting alexandani.com
 Social Media Posts

Together with three celebrity guests we introduce our new #CharityByDesign, in support of #EBMRF 100% of
proceeds will go towards ending #EB. Learn more about EB ebmrf.org

Until 3/31/18 100% of proceeds from our #celEBrate collection goes towards aiding relief and providing
funding for #EBMRF research and awareness. Help #cureEB and visit alexandani.com
 Mobile Messages

Initiated:
NEW Charity by Design collection with 100% of proceeds going to EBMRF. Shop now at alexandani.com.

Response:
Text CELEBRATE to 757575 to get 25% off code for any Charity by Design product when you purchase a
#celEBrate bracelet. Msg&data rates may apply.
 Radio Spots

Title: Support Alex and Ani new Charity by Design Collection

Client/Sponsor: Alex and Ani
Length: 15 Seconds
Air Dates: December 1, 2017 - March 31, 2018

Alex and Ani has teamed up with celebrity designers to create a new collection supporting EBMRF research and
awareness. From December 1, 2017 to March 31, 2018, 100% of the proceeds will go to EBMRF

###

WORD COUNT: 35

Title: Alex and Ani new Charity by Design Collection

Client/Sponsor: Alex and Ani
Length: 30 seconds
Air Dates: December 1, 2017 - March 31, 2018

Alex and Ani has teamed up with celebrity designers Mandy Moore, Elizabeth Olsen and Kaley Cuoco to create
their new Charity by Design campaign supporting the Epidermolysis Bullosa Medical Research Foundation.
100% of the proceeds from the bracelets will go to supporting research and awareness of Epidermolysis Bullosa
from December 1, 2017 to March 31, 2018. Visit alexandani.com for more information and to purchase your
bracelet now!

###

WORD COUNT: 68

Title: Alex and Ani new Charity by Design Collection

Client/Sponsor: Alex and Ani
Length: 60 Seconds
Air Dates: December 1, 2017 - March 31, 2018

Hi, my name is Kaley Cuoco, and you may know me as Penny from the Big Bang Theory. Recently, I have
teamed up with Alex and Ani to help design their new Charity by Design collection. Along with Mandy Moore
and Elizabeth Olson, we have designed three bracelets for the collection that benefit the Epidermolysis Bullosa
Medical Research Foundation. Epidermolysis Bullosa is a disabling and life threatening genetic skin disorder,
characterized by blisters and skin tearing and scarring of the skin, eyes and internal organs. There is currently no
treatment or cure, which is why raising awareness for this lesser known disease is so important. With your help,
we can make a difference in the lives of children with EB. 100% of proceeds from the bracelets from December
1, 2017 to March 31, 2018 will go towards funding research and awareness of EB. Visit alexandani.com for
more information.

###

WORD COUNT: 149