INTRODUCTION

Jenni Earle is a maker of talismans for courage and authenticity. We want each interaction with our brand to feel like a pep talk from your best friend. In the past 5 years, we have generated approximately $1.4M in revenue from our retail customers and wholesale program that includes over 200 stores, including features at Magnolia and Free People as well as custom collaborations for Shinola Detroit and Vail Resorts.

"This is my GO-TO gift for all the special people in my life!" 
- Mollie O.
Customer
"Ooooh this bandana! It feels like a special piece of my heart already. Beautifully made and sturdy, gorgeous color, thoughtful packaging and sentiment. An all around beauty!"
- Sophie S.
Customer

COMPANY HIGHLIGHTS

the why

We are all so much braver and more capable than we realize! This is something I realized about myself after going through a deep depression in my mid 30s. As I climbed out of that dark hole, I was amazed how my healing skyrocketed when I began to listen to and trust my own voice again. We, as humans, need encouragement to believe in ourselves and build the life we dream of.

As we began to design products with this truth in mind, the response was overwhelming, both in retail and wholesale accessories and gift markets. We’ve touched countless women and men who just needed a nudge to start living a life they are truly engaged in and wake up to their authenticity.

business model

Our current revenue streams are:

  • DTC - end consumers buy online through our website and social media marketplaces or at curated marketplaces
  • B2B - selling in bulk to the gift & apparel boutique market (of which there are over 50K in the US alone), we continue to widen our distribution opportunities and amplify our brand in this space.
  • Promotional bandanas - businesses collaborate with Jenni Earle to design custom items that we produce using our supply chains. We’ve done this work for small and large brands, musicians and organizations. This branch grew exponentially in 2021.

market

Sources: IBISWorld, McKinsey

We have been firmly in the Bandana/Scarf market until July 2022. This was an intentional choice for us because we wanted to spend time building brand identity around this core niche product, the mantra-based bandana, establishing meaning and traction in this market before broadening our offering into more saturated markets.

Now we are finding traction in the broader gift market with additional products that carry that same inspiration and encouragement. They fit into the gift market with a focus on self-care and wellness, one of the fastest growing segments of that industry. With each new product extension, we plan to stay true to our mission to inspire courage and authenticity.

next moves

We made our first move into the broader gift market this summer with our line of vintage inspired trophies and they were a big hit! We were named Top 3 finds at the Atlanta Home + Gift Market and have already sold close to 2,500 trophies in just a few months.

We are working on the designs now to launch a line of jewelry and socks. Both highly giftable items to broaden our consumer appeal and distribution. With each new product expansion, we move closer to our goal of a full lifestyle brand. Sticking firmly to our core brand values and aesthetics, our goal is to deepen our customer trust and loyalty as we grow.

"I could not love the product and material more, and the message and support in addition to an exceptional product is icing on the cake. I will certaintly be back for more purchases. Thank you for your positive energy!"
- Nico F.
Customer

team

Jenni Hopkins
Founder & CEO
- University of Texas at Austin
- Parsons College of Design
- Wardrobe and Set stylist
- Dressed major Country Music Stars
Gabrielle Cardall
Head of Operations
- St. Mary's College
- University of Maryland
- 25 years experience in Restaurant Management


Kari Foster Allison
Head of Sales
- University of NC, Wilmington
- Wake Forest University
- Grew and Exited a successful clothing business
Kristen Bryant
Head of Marketing
- Savannah College of Art and Design
- Start-Up experience with Mavenly
- Focus on Social Media Strategy
Bruce Maxwell
Fractional CFO
Bruce is a Fractional CFO specializing in startups. He has helped to organize and fund over 140 companies, mainly in Silicon Valley, but as far afield as London, Tokyo, and Hong Kong. He has deep expertise in venture finance and has personally inked over $83 million in startup funding.

Advisors

Julia Townsend
Visionary Brand Builder
Julia is a strategic, results driven executive and brand builder with 30+ years of experience and a proven track record of growth companies. She has held leadership roles with Nestle, Hanes, Kayser-Roth and Renfro Corp. and has category experience in Food, Pet, Apparel and Accessories with iconic brands including; Coffee-Mate, Hanes, Fruit of The Loom, Calvin Klein, Donna Karan, Russell Athletic, HUE and Hot Sox.


Ben Noland
Experienced Operator + Brand Builder
Ben Noland is an experienced business operator and strategist, general manager, entrepreneur and brand builder. He built a profitable consumer apparel company, Pesca Muerta, from the ground up, and led a successful exit within three years of launch.


Use of Proceeds


If the offering's maximum amount of $1,069,999 is raised:

UseValue% of Proceeds
Compensation for managers$100,0009.3%
Inventory$200,00018.7%
Production Equipment$150,00014.0%
Digital Marketing$200,00018.7%
Hiring Staff$250,00023.4%
Developing New Products$117,56911.0%
Intermediary fees$52,4304.9%

Terms

This is an offering of Common Stock, under registration exemption 4(a)(6), in Jenni Earle, Inc.. This offering must raise at least $10,000 by January 10, 2023 at 10:59pm ET. If this offering doesn’t reach its target, then your money will be refunded. Jenni Earle may issue additional securities to raise up to $1,069,999, the offering’s maximum.

If the offering is successful at raising the maximum amount, then the company’s implied valuation after the offering (sometimes called its post-money valuation) will be:

6,914,529 shares
×
$1.17 per share
$8,089,999implied valuation

Financials

These financial statements have been reviewed by an independent Certified Public Accountant.

SEC Filings

The Offering Statement is a formal description of the company and this transaction. It’s filed with the SEC to comply with the requirements of exemption 4(a)(6) of the Securities Act of 1933.

We’re also required to share links to each of the SEC filings related to this offering with investors.

Understand the Risks

Be sure to understand the risks of this type of investment. No regulatory body (not the SEC, not any state regulator) has passed upon the merits of or given its approval to the securities, the terms of the offering, or the accuracy or completeness of any offering materials or information posted herein. That’s typical for Regulation CF offerings like this one.

Neither Netcapital nor any of its directors, officers, employees, representatives, affiliates, or agents shall have any liability whatsoever arising from any error or incompleteness of fact or opinion in, or lack of care in the preparation or publication of, the materials and communication herein or the terms or valuation of any securities offering.

The information contained herein includes forward-looking statements. These statements relate to future events or to future financial performance, and involve known and unknown risks, uncertainties, and other factors, that may cause actual results to be materially different from any future results, levels of activity, performance, or achievements expressed or implied by these forward-looking statements. You should not place undue reliance on forward-looking statements since they involve known and unknown risks, uncertainties, and other factors, which are, in some cases, beyond the company’s control and which could, and likely will, materially affect actual results, levels of activity, performance, or achievements. Any forward-looking statement reflects the current views with respect to future events and is subject to these and other risks, uncertainties, and assumptions relating to operations, results of operations, growth strategy, and liquidity. No obligation exists to publicly update or revise these forward-looking statements for any reason, or to update the reasons actual results could differ materially from those anticipated in these forward-looking statements, even if new information becomes available in the future.

More Info

Updates

  • Nov 23, 2022
    Triad business uses clothing to inspire...

    Triad business uses clothing to inspire courage!

    See the interview on our local NBC affiliate WXII with founder, Jenni Earle Hopkins, about what inspired her to start this brand and give back to mental health organizations. The mission of this brand and the meaning of these goods, to inspire courage and authenticity, is literally woven into the fabric.

    watch the interviewJenni Earle portrait.jpeg
  • Nov 23, 2022
    Our beloved Advisory Board Member, Ben Noland,...

    Our beloved Advisory Board Member, Ben Noland, spoke about what made him drawn to lend his time and investment to Jenni Earle.

    “I love being a small part of the Jenni Earle story! I can’t think of many brands where the design aesthetic and the personality of the brand is as unique, consistent, and easily recognizable as it is with JE. I also admire that Jenni Earle has stayed unwaveringly true to its principles and core values, and I think that’s a big reason why it has such a loyal and steadfast customer base.” - Ben Noland

    We are so grateful for Ben and a deep group of local mentors that make our brand stronger each day.

    That loyal customer base that Ben spoke of is so evident on our Instagram feed, full of customer generated content from all the adventures of their life! Click below to visit our Instagram and join our brave community!

    join our communityben noland headshot.jpeg
  • Nov 18, 2022
    can you believe it?! one of the bravest, most...

    can you believe it?! one of the bravest, most authentic women is wearing a jenni earle bandana #GOALS! we are so pumped to see our work spread far and wide and be appreciated by people we deeply admire.

    p!nk’s new album ‘TRUSTFALL’, her self proclaimed best album yet, emerged from getting real about her pain and loss. I have been open about my difficult times and I truly believe the more we share about the struggles we are going thought, the stronger we all get to be as we learn together how to find our way back to solid ground.

    check it out!
  • Nov 10, 2022
    Primary offering of 914,529 shares at $1.17
  • Nov 10, 2022

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