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.
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Social Selling Disrupts Fashion
by Ramya Chandrasekaran • • 0 Comments
Business of Fashion published an article on how social selling with a direct sales model has taken off in beauty, jewellery and fashion, supercharged by the rise of social media, new devices and new software.
Red wine was flowing as a group of 25 women gathered at a home in Goring, Oxfordshire on a Friday night. But they weren’t having a dinner party. Instead, they were slipping into blouses, dresses and shapewear. “Some women will want to try pieces on in the privacy of a bedroom. Others will happily strip down to their underwear and put things on immediately. There’s lots of laughter, lots of fun,” says Nayna McIntosh, founder and chief executive officer of Hope, a direct-sales fashion brand that operates via door-to-door sales, the business model made famous by Avon and
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New York Times On Tough-Sell of Direct Selling Parties In Cities
by Ramya Chandrasekaran • • 0 Comments
New York Times published an article about the rise of home parties and trunk shows by women involved in direct selling in bigger cities like New York and the challenges they face.
Nine women were gathered in the immaculate Midtown East apartment of Mallorie Corcoran, 29. Tall, svelte and long-maned, the guests and their hostess clustered around a table in the living room, picking at fruit platters and sandwiches but generously pouring themselves wine and seltzer.
“Thank you so much for coming,” Ms. Corcoran said. “We have our new holiday collection, so there are lots of goodies for you to try on.” The women laughed. “And there are lots of different price points — a lot of our stud earrings are $30 and under. So everyone just have fun. Drink wine. Eat.”
And, if they
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Why Direct Selling Beauty Brands Are Making a Comeback
by Ramya Chandrasekaran • • 0 Comments
Town & Country Magazine says in an article in its latest issue that guerrilla marketing tactics and major product upgrades are enabling direct selling beauty brands to have their moment.
Once upon a time, a woman who wanted to make a little extra money while caring for her children would open her home to a few friends from the neighborhood, serve up some deviled eggs, and expound upon the life-changing benefits of a mauve lipstick or a nestled set of Tupperware. Fast-forward a few decades and the social (or direct) selling landscape has changed—dramatically.
“I’ll hand off a bag through a car window at school drop-off. I’ll meet someone for a quick coffee. I’ll drop some in the mail to send to friends across the country,” says Paige Cleveland, a top-performing direct saleswoman for Beautycounter, a personal
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Actress Actress Cobie Smulders Designs For Stella & Dot
by Ramya Chandrasekaran • • 0 Comments
Actress Cobie Smulders has teamed up with social selling company Stella & Dot to design a bracelet to raise funds for Cancer research.
The former How I Met Your Mother star is a cancer survivor, who had ovarian cancer at the age of 25. She has partnered with Stella & Dot to design the Resilience Cuff, an artful rose gold and gray cuff bracelet in aid of Noreen Fraser Foundation, a non-profit organization that aims to raise funds for and awareness of women’s cancer.
“I’m a survivor and I feel like we’re empowered by that. I feel like it’s something that made me a lot stronger and has, now that I’m out of it, really benefitted my life,” Smulders explains.
Net proceeds from each bracelet sold through the entire month of October will be directed towards the Noreen Fraser
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Christian Science Monitor On New Face Of Direct Selling
by Ramya Chandrasekaran • • 0 Comments
Christian Science Monitor features a story on the new face of direct selling with companies like Stella & Dot, Jamberry, and Scentsy that are drawing in women, squeezed more than ever by competing work and family pressures. Their appeal lies in the promise of flexible income streams, creative fulfillment, and less rigid boundaries between work and leisure.
“Welcome to my first official ONLINE Jamberry Nails Party!” the message read. My friend Sarah had joined up with Jamberry (think Avon for durable press-on manicures), and she was kicking things off with a Facebook shindig, inviting about 30 of her friends to browse Jamberry’s vast inventory of nail decals and adorn their fingertips with chevron patterns, rainbow polka dots, or the logo for their favorite college football team. In return, she gets a discount on
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Stella & Dot Founders Launch Skincare Line
by Ramya Chandrasekaran • • 0 Comments
Since costume jewelry line Stella & Dot launched in 2003, it has grown into a massively popular mega-brand and changed the way we think about social selling programs. Now, with the launch of Ever, its much-anticipated anti-aging skincare line, the company is branching into the beauty world in a big way.
The company, best known for statement necklaces sold through direct sales will widen its scope with the introduction of a skin-care regimen called Ever. The effort will stand alone as a separate selling opportunity, complete with its own starter kit for sales representatives, or “specialists.”
Jessica Herrin, CEO of Stella & Dot who launched her accessories company as Luxe Jewels in 2004, began thinking about adding skin care as another pillar of the business several years ago.
“It coincided with me being in my late 30s. I