Stella & Dot Expands Into Family of Brands
July 24, 2014
By Kristen Tauer
KEEPING IT IN THE FAMILY: Social-selling fashion accessories brand Stella & Dot is evolving into a family of brands that will include a line of charm bracelets and skin care. Launched by chief executive officer Jessica Herrin in 2007, the company targets a female demographic and currently includes 34,000 active “stylists” in six different countries, who earn commissions by hosting product parties in their homes and selling to their social networks. “Our real reason for being is as a people company. Our stores are every living room and kitchen,” said Herrin from Los Angeles.
Set to launch in fall 2014, KEEP Collective focuses on leather wrap bracelets that are customizable through a selection of over 300 charms. “KEEP was inspired by combining our love of jewelry with our love of living happy. [The charms] are designed to be a daily talisman of what makes you unique,” Herrin remarked on the brand, which will sell at a lower price than the accessories currently sold under Stella & Dot. The Sequoia Capital-backed company is also expanding out of the accessories realm and into beauty with the launch of EVER, a line of skin care. Pre-launch, Stella & Dot has already begun soliciting interested sales representatives and customers for both new brands through keep-collective.com and myeverskincare.com.