Stella & Dot’s momentous success still catches people by surprise.
Many people assume that the social-selling model—where women sell products to their friends in their homes—had gone the way of the Tupperware party.
But since it launched in 2007, Stella & Dot has proven naysayers wrong. It now has a stable of three brands that include Keep Collective, which is a personalized charm bracelet and necklace line; Stella & Dot, the flagship costume jewelry and accessories line; and the Ever skin care line.
Collectively, the brands now bring in $300 million in annual revenue, with over 50,000 sellers across six countries. Over the last nine years, Stella & Dot has paid its sellers over $350 million in commissions.
To get there, Stella & Dot had to reinvent that sales concept for the digital era.