STELLA & DOT JEWELRY SALES SKYROCKET AS COMPANY STRIKES A
CHORD WITH TODAY’S MOMPRENEUR
Upstart Jewelry Venture Modernizes Home-Based Business Opportunities for Women
Burlingame, CA... In September 2009, stylists for Stella & Dot – thousands of women across the U.S.
and Canada who independently represent the jewelry line, mostly part-time mompreneurs who hadn’t
even heard of Stella & Dot just a year ago – earned more than $1 million in one month selling affordable
boutique-style jewelry exclusively at in home trunk shows and online. Despite the recession, or perhaps
fueled by it, the company has experienced tremendous growth in 2009.
“We’re proud of the impact Stella & Dot has had on the lives of our stylists. Our company’s success
story is truly the sum of thousands of success stories – those of amazing, entrepreneurial women who saw
an opportunity and made the most of it,” explains Jessica Herrin, co-founder of Stella & Dot, whose
jewelry has also become a favorite among such stars as Penelope Cruz, Debra Messing and Paris Hilton.
Spotted on celebrities in InStyle and Lucky, the brand has been featured in The New York Times, on
“The Today Show” and “The View,” and myriad other outlets.
The idea was born when serial entrepreneur Herrin had a vision to help busy women succeed with a
flexible home-based business. Previously co-founder of WeddingChannel.com, she knew such a business
should be more customer focused, stylish and lucrative than traditional person to person marketing
ventures. Founded by Herrin in March 2007, Stella & Dot offers unique jewelry sold through in home
trunk shows (“social shopping”) and online. Busy women shop and socialize at trunk shows led by Stella
& Dot independent stylists. The stylist earns up to 30% commission for selling the jewelry, while the
hostess earns on average more than $250 in free jewelry and shops at half off, just for having friends
swing by what is typically a two-hour trunk show. This friends-and-family approach creates a relaxed,
highly personal environment with no hard sell required. If customers want to shop more, they don’t have
to wait for a trunk show. The full line is also available on the personal websites of each stylist, complete
with how-to-wear-it videos, zoom-in photos and Facebook tie-ins, all powered by Stella & Dot.
To create a compensation plan that avoided the pitfalls of other companies, Herrin partnered with Mike
Lohner, former CEO of Home Interiors and Gifts, a party planning company with over 150,000 direct
selling consultants worldwide that grosses $1 billion per year. “Our plan is crafted with the profits of the
part-timer in mind, with the potential to provide full-time income for those who want to work full-time,”
says Lohner, who serves as chairman of Stella & Dot. “We provide business and style training, as well as
free jewelry and business supplies based on performance.” To get started, stylists spend $199 on a starter
kit and often a few hundred extra on additional jewelry samples at 50% off. Stylists can turn a profit in
their first week or two in business, after just a couple of trunk shows. No special skills or knowledge are
required since the company provides training. Many stylists choose to take on a field sales leadership role,
successfully building six-figure incomes after having been with the company for only about a year.
The Stella & Dot design team is led by jewelry veteran Blythe Harris, who serves as chief creative officer.
Harris, who previously held top positions at De Beers, LVMH and Banana Republic, has created a line of
jewelry for Stella & Dot with variety and style, from vintage-inspired pieces to modern, versatile designs.
With pieces ranging from $15-$250, and half the line under $50, the collection has something for
So, what about the name? Named after Jessica’s and Blythe’s grandmothers, Stella & Dot honors the
generations of women who sailed across oceans, worked hard, raised children, baked pies and did it all
with style and grace. Stella & Dot is a company inspired by, and created for strong women.
“Many of our independent stylists tell us they never would have considered a ‘home party’ business but
once they learned about our social-selling model, and had the chance to see and feel the jewelry itself,
they sensed that Stella & Dot was something they could truly embrace,” adds Herrin. “Our company is
built for them, whether they want to work part-time or full-time. There are still so many markets that are
untapped, and it’s an exciting time to be part of a company where you can create your own opportunities.”
Stella & Dot is a privately held company in Burlingame, California, with design studios in New York.
For more information, please visit www.stelladot.com.
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PR Contact: Hayley Scheck
B|W|R Public Relations