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Posts tagged ‘magazine’

Join Me on Keaton Row for FREE Virtual Styling Services!

Keaton-Row-Logo-for-business-cards-blogsI am happy to announce that I am now a Keaton Row Stylist and I offer FREE virtual styling services. Create your own Keaton Row style profile by taking a few quizzes and answering some questions about your body shape, personality, style preferences and overall goals, concerns, or questions. I will then create a personalized Lookbook designed just for you – with your budget, body shape and style goals in mind. The Lookbook is yours to peruse and use as reference. And you can shop straight from the Lookbook, too, of course!

Keaton Row is currently partnered with Nordstrom, ShopBop, Asos, and Les Nouvelles — with more partner stores & retailers coming soon!

CLICK HERE to get started and create your very own Keaton Row style profile.

Or click the links below to see a few of my existing Lookbooks that I made on my Keaton Row web site….

Wardrobe Staples: 10 Clothing Pieces Every Girl Should Have in Her ClosetScreen shot 2014-08-21 at 4.24.56 PM

Start With Skinnies: How to Refresh Your Wardrobe For Fall 2014

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As seen in the recent September issue of Marie Claire magazine!
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Farnoosh Torabi Spotted Wearing Stella & Dot Necklace

Journalist, financial expert and the author of the recent book When She Makes More, Farnoosh Torabi, was recently spotted wearing Stella & Dot jewelry. She is wearing the gold Pegasus Necklace on her web site, Twitter page and recently on the daytime talk show Bethenny, hosted by Bethenny Frankel.

The Pegasus Necklace from Stella & Dot is an exquisite couture bib statement necklace of intricate “feathers” hand sewn to silk organza cascade, and made entirely by hand in India. It is also available in silver. As seen on TV personalities Kathie Lee Gifford, Kim & Kourtney Kardashian, actress Shay Mitchell and Bachelor/Bachelorette alum Molly Mesnick. And as seen in Lucky, InStyle, and Real Simple magazine.

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Stella & Dot Seen in Recent Press

I spy Stella & Dot! The couture jewelry brand continues to be featured in various magazines, as a celebrity-loved and editor-coveted, affordable accessories line. Check out the latest press from April 2014.

Better Homes & Gardens recently featured the Stella & Dot Bring It Jewelry Roll in the red cerise color in the April 2014 issue, in the “How to Pack a Suitcase” magazine article. BHG editors loved the pop of bright, fun color (so it’s easy to see in your suitcase) and the price point (just $39!). You can pack several of your travel accessories into this fun, roll-up case for your next getaway. It’s the perfect jewelry travel case!

The sweet & dainty gold Piper Necklace was just seen in the pages of Family Circle magazine’s April 2014 issue. The small necklace is perfect for everyday and also makes a sweet gift. And it’s only $34!

Good Housekeeping magazine recently featured the Stella & Dot Sardinia Necklace in its April 2014 issue in a fashion spread. The necklace is a lovely pop of color and the pendant can be removed. It also look terrific paired with other necklaces and chains, as seen on the model from the magazine.

Stella & Dot Gold Lace Cuff in Better Homes & Gardens

One of Stella & Dot’s best-selling pieces has a fabulous story behind it: Stella & Dot jewelry designer Blythe Harris molded the Chantilly Lace Cuff Bracelet & Earrings from a piece of lace material that she found from her grandfather’s late lace factory from the turn of the century.

The press loves the story and the design, too! The gold lace bracelet was recently featured in February 2014 issue of Better Homes & Gardens in their “Ace of Lace” fashion article as a perfect lace accessory for spring. Be sure to check out the matching earrings too!

Stella & Dot’s Chantilly Lace Cuff Worn by Kristin Cavallari

Lace Cuff Featured in Fitness Magazine

Stella & Dot Jewelry Featured in Lucky and Glamour Magazines

Stella & Dot’s gold Paloma Stacked Rings were recently featured in the January 2014 issue of Glamour magazine with Claire Danes on the cover. The magazine suggested the gold rings for a simplistic work outfit. Get them HERE for just $49. Also available in silver.

Also in seen in the press pages is the silver Rhea Bangles from Stella & Dot. The bracelets were featured in a fashion spread in the December 2013/January 2014 issue of Lucky with cover girl Keri Washington. The bangles come is a set of three, and are also available in gold and rose gold.


Stella & Dot Gold Lace Cuff in Country Living Magazine as a Great Gift Option

The editors of Country Living magazine love the Stella & Dot gold lace cuff so much, that they featured it in their gift ideas section in the December 2013/January 2014 issue. The lovely gold cuff bracelet was inspired by a piece of vintage lace from our jewelry designer’s grandfather’s lace factory in the turn of the century. See the equally gorgeous matching earrings HERE. Wear them both with last years LBD and you’ll be the hottest girl at the holiday party.


Stella & Dot Statement Necklace in InStyle Magazine’s December 2013 Holiday Issue

Stella & Dot’s new holiday jewelry collection is getting a lot of attention and its been recently featured in the December 2013 issue of InStyle magazine with lovely “Hunger Games: Catching Fire” star Jennifer Lawrence on the cover. The bejeweled Zora Necklace from Stella & Dot was featured as the perfect party necklace for the upcoming holiday season. I coudn’t agree more — pair it with last year’s LBD and your trusty pair of heels, and you’ll look smoldering.


Stella & Dot iPad Case & Clutch Purse Featured in Redbook Magazine

It’s about time Stella & Dot’s tech accessories got a little love too! The leopard print iPad and laptop case was recently featured in the December 2013 gift issue of Redbook magazine with singer Carrie Underwood on the cover. The fashion mag actually featured the leopard case as a foldover clutch – a great double duty accessory!

Also featured in Redbook was Stella & Dot’s new Avalon Bracelet Clutch in cobalt blue (the hot color of the season!). The clutch strap can be removed and be worn as a double wrap leather bracelet – yet another double duty accessory! Hmm, I’m sensing a theme here…


Black Stella & Dot Necklace Featured in Real Simple Magazine

One of my new favorite necklaces is the black Allegra Necklace from Stella & Dot. I recently wore it in Puerto Vallarta, Mexico on my Stella & Dot incentive trip. It was lightweight enough to wear for an evening of dancing , in 90 degree heat and 100% humidity!

The Stella & Dot necklace was recently featured in the pages of Real Simple magazine in their November 2013 issue. The fashion magazine shows how you can transition this piece for fall, with a stripe sweater, fur vest, black skinnies & flats. A perfect casual fall outfit!


Stella & Dot Necklace Featured in Ladies Home Journal

The Avalon Fringe Necklace was recently featured in the October 2013 issue of Ladies Home Journal with the gorgeous Michelle Pfeiffer on the cover. The delicate fringe necklace was shown with aztec inspired fashion in it’s “What to Wear Now: Santa Fe Style.” It’s a beautiful statement necklace that’s delicate and feminine, too. It features hand-beaded fringe and gold cut-out detailing. Get it at


Stella & Dot Scarf in InStyle Magazine

Stella & Dot’s scarves continue to get more attention from celebs and fashion editors alike. The accessory brand’s Palm Springs Scarf in Red Stripe was recently featured in the October 2013 issue of InStyle magazine with Julianne Moore on the cover, in the “Your Look: The New Mixology” fashion article. I love how they paired the red stripe scarf with a graphic black & white stripe sweater. It’s a fresh take on stripes for fall and winter.


Stella & Dot Julep Bangles in Family Circle Magazine

They are colorful, very affordable and a great way to add color to your summer wardrobe: the Julep Bangles from Stella & Dot are the go-to summer accessory. The bangles are just $19 each and come in four different colors: pink, blue, green and ivory enamel. Editors are taking notice, too, as the colorful bracelets were recently featured in the August 2013 issue of Family Circle magazine in their “Arm Candy” fashion article. Get one or a few–You will wear them all the time!

New Stella & Dot Handbags Featured in the Press

Stella & Dot jewelry, as we know, has been an editor fave for years, and now their new handbag line is a media darling as well. The red ikat print How Does She Do It tote bag and the red ikat Getaway Bag have been featured in several fashion magazines as the hot new bags for summer.

The versatile ‘How Does She Do It’ bag is offered in five different colors & prints, and you can snap down the sides for a sleeker silhouette and a totally new look. It’s like two bags in one!

The Getaway Bag is the perfect vacation tote as you can carry it on the plane and then unzip it to expand to fit all your souvenirs!

Red ikat Getaway Bag from Stella & Dot as seen in May 2013 issue of OK! magazine.

Red ikat ‘How Does She Do It Bag‘ from Stella & Dot as seen in ay 2013 issue of People Stylewatch magazine.

Get the Look: Selena Gomez’s Cover Look from InStyle Magazine June 2013 Issue

Still fresh after break-up from the Biebs, but who would know? Selena Gomez looked beautiful on the cover of InStyle magazine’s June 2013 issue. She wore a blue and white striped dress and gold and a white enamel rose necklace, both from Oscar de la Renta, and she topped it off with a nice bright pink pout.

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Get Selena Gomez’s cover look for a lot less with these options:
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This blue and white stripe strapless dress from The Limited (or this one HERE) is perfect for summer and within any one’s budget. (You can also try a more classic black & white stripe dress from Modcloth HERE.) Dress it up by adding this white enamel and gold statement necklace from Stella & Dot (or try this one HERE for less). And top it off with a bright magenta lipstick from Sephora, of course.

The whole look for less $300 — Perfect for a summer wedding, picnic, party or date night!

Stella & Dot Featured in InStyle Magazine

The recent summer collection from Stella & Dot is a runaway hit! It has been receiving lots of press coverage already, including Redbook and Lucky magazines. The yellow & linen Classic Tote Bag and the multi-stripe Bring It Jewelry Roll from Stella & Dot were both recently featured in the May 2013 issue of InStyle magazine, with Emily Blunt on the cover, in their “Launches You’ll Love” fashion article. The neutral bag features the perfect amount of neon for a pop of color for any spring or summer outfit. And the jewelry roll is the prefect companion to take with you on your next summer getaway.

Shop it here:

Note: The neon and neutral linen Classic Tote Bag is now unavailable until early July. Email Erin to be added to the waitlist:

More Celebs Wearing Stella & Dot Jewelry

Celebs keep lining up for our fabulous couture jewelry! Stella & Dot continues to be a worn on the red carpet and out and about town. Check out these A-list celebs who were recently spotted wearing Stella & Dot jewelry.

Singer Carly Rae Jepsen wearing the pink & coral Spring Awakening Statement Necklace from Stella & Dot while promoting her Seventeen magazine cover.

Expectant mom Jenna Dewan-Tatum wearing the gold spike Renegade Bracelet from Stella & Dot while shopping in LA.

Actress Anna Kendrick wearing the gold On The Mark Arrow Necklace from Stella & Dot at a press event.

New mom Molly Sims wearing the gold Pitter Patter Baby Bootie Charm from Stella & Dot while on the red carpet (only $36! What a perfect gift for a new mom!)

Nickelodeon star Victoria Justice wearing the gold Rebel Pendant Necklace by Stella & Dot.

OK! Magazine Suggests Stella & Dot Charms as Perfect Bridesmaid Gifts

On your big day, you want everything to go according to plan. Your wedding must be without hiccups, right? Your main girls, otherwise known as your BFFs — or, really, your bridesmaids — have much to do with how your wedding day runs smoothly. So it’s only customary to thank your besties with some totally cute, and totally personal, bridesmaids gifts before you say “I do.”

OK! magazine April 2013 issue has the perfect bridesmaids gifts suggestion: Personalized charm necklaces from Stella & Dot. For less than $100, get a sterling silver or bronze charm necklace, initial charms or birthstone charm for your maid of honor and bridesmaids besties.


Stella & Dot Jewelry Roll Featured in Redbook Magazine

The couture fashion brand Stella & Dot was just featured in last month’s issue of Redbook magazine. And now we’ve done it again! Check out the brand new Bring It Multi-Stripe Jewelry Roll from Stella & Dot featured in the “Fashion Under $50″ article in the May 2013 issue of Redbook, with Ivanka Trump on the cover. Even better — Purchase this travel accessory, or one of four other items, in Stella & Dot’s “Autism Boutique” and 20% of all proceeds will be given to the HollyRod Foundation in the month of April to support Autism Awareness Month. Purchase yours HERE or go to


Stella & Dot Turquoise Ring in Redbook Magazine

One of my favorite Stella & Dot rings was recently featured in the press! Check out the genuine turquoise Mary-Margaret Stone Ring from Stella & Dot in the April 2013 issue of Redbook magazine with Lauren Conrad on the cover (seriously love her!) in the “Fashion Under $50″ article. This ring is the perfect little pop of color for spring and summer. I love to stack this turquoise ring with the gold bands of the Stackable Band Rings, also from Stella & Dot jewelry (a set of five rings). I also love wearing my Ariella Collection “Faith” Ring from Nordies with it too. How do you stack your rings???


Stella & Dot’s NEW Tote Bags Featured in April Issue of Lucky Magazine!

Stella & Dot does it again! The fashion brand is introducing tote bags and other stylish summer accessories in their Summer 2013 Capsule Collection, debuting on April 8th. Lucky magazine got a sneak peak and featured the Snakeskin Tote Bag from Stella & Dot in the recent April 2013 issue (with “Modern Family” actress Julie Bowen on the cover) in their “The Guide: East-West Totes” fashion article.

Click here to shop the new tote bag and summer accessories from Stella & Dot (starting April 8th!):


Stella & Dot Fringe Necklace Seen on Singer Kesha in Seventeen Magazine

We may not all love singer Kesha’s style, but I’m sure we can agree that she looks fabulous in this black and gold fringe necklace in the pages of the recent Seventeen magazine. Kesha wore the Lillith Fringe Statement Necklace from Stella & Dot in the March 2013 issue of Seventeen magazine. Not ready for a necklace so big and bold? Try the Lillith Fringe Earrings from Stella & Dot for a similar look!


Stella & Dot Necklace Featured in Ladies Home Journal

This spring, add a bit of edge to your sweet style. Spikes and chains over lace? Yes, please! This trend was recently showcased in the February 2013 issue of Ladies Home Journal with Hoda and Kathie Lee on the cover. The gold and coral Carmen Statement Necklace from Stella & Dot was highlighted over a lacy white button-up in the “Your Spring Style” fashion article.


Stella & Dot Gold Leaf Cuff Featured in Elle Magazine

The lovely gold Secret Garden Cuff from Stella & Dot jewelry was recently featured in the February 2013 issue of Elle magazine with actress Clarie Danes on the cover. ‘Happy Endings’ actress Casey Wilson wore the gold leaf cuff in the ElleStyle section “And Action!” She shows how you can spruce up any little black dress with just a few accessories.


Stella & Dot Necklace in Fit Pregnancy Magazine

One of my favorite necklaces, the Wesley Pendant Necklace from Stella & Dot, was recently featured in a fashion article in the December 2012 issue of Fit Pregnancy magazine. The beautiful gold necklace features pure bronze and over 200 CZ accents, the perfect accessory for any woman, pregnant or not! I love it layered with the gold Stella & Dot Gitane Tassel Necklace.


Stella & Dot Necklace Featured in Essence Magazine

The gold Rebel Pendant from Stella & Dot has been getting a lot of press lately. And only the good kind. The gold necklace was recently featured in a fashion spread in the January 2013 issue of Essence magazine with singer Alicia Keys on the cover.

The Rebel Pendant Necklace has also been seen in Real Simple magazine, and seen on celebs Kelly Clarkson, Selena Gomez,  former Bachelorette star Emily Maynard, Vanessa Hudgins, Bethenny Frankel, and Tiffani Thiessen. (Whew! That’s more press appearances than LiLo, JLo or any other “rebel,” eh?)

Stella & Dot Jewelry Featured in Real Simple Magazine

Two Stella & Dot necklaces were recently featured in a fashion spread in the January 2013 issue of Real Simple magazine. The limited edition gold Nahla Necklace and the Tempest Statement Necklace were both paired with a simple white shirt, showcasing the perfect way to update your look for the holiday season.

The Tempest Necklace is a design collaboration from NYC jewelry designer Lizzie Fortunato. It’s versatile piece that can be worn three different ways and can elevate any black dress or plain t-shirt into a show-stopping look. And see the matching Tempest Bracelet for a complete look.


Stella & Dot Snakeskin Cuff Featured in InStyle Magazine

One of my favorite cuff bracelets made an appearance in the pages of my favorite fashion magazine! The snakeskin embossed leather & gold Bello Bangle Bracelet from Stella & Dot was featured in the December 2012 issue of InStyle magazine in their fashion spread. The cuff bracelet is a great addition to any jewelry wardrobe, and for less than $100, it’s wallet friendly! Get it here >>

Kathie Lee Gifford Wearing Blue Stella & Dot Statement Necklace

TV co-host Kathie Lee Gifford was spotted in the blue and gold Bahari Necklace from Stella & Dot on this morning’s The Today Show [Friday, October 12, 2012, NBC, The Today Show with Hoda & Kathie Lee]. The Bahari Necklace features semi-precious dyed blue jade & acrylic gold stones draped on a 12kt gold plated chain. She paired the statement necklace with a blue sheath dress. How would you wear this necklace?

The Bahari Necklace has also been spotted on actresses Katherine Heigl and Beth Behrs of “2 Broke Girls,” and has been featured in Redbook magazine.

See what other Stella & Dot pieces Kathie Lee has worn on the Today Show:

Kathie Lee Gifford Wearing Stella & Dot Breast Cancer Awareness Scarf

Kathie Lee Wears Gold Disc Statement Necklace on The Today Show

Kathie Lee Wearing Stella & Dot Pegasus Necklace

Kathie Lee Wearing Silver Femme Fatale Necklace

Stella & Dot Necklace Featured in InStyle Magazine

The bold, chic Tempest Necklace from Stella & Dot jewelry was recently highlighted in the October 2012 issue of InStyle magazine with Gwyneth Paltrow on the cover. InStyle editors featured the statement necklace in the “Your Style: Instant Look” fashion article as the perfect accessory to update your date night look. They featured the tough necklace with black leather pants and a demure pleated peplum top. Buy it at

The Tempest Necklace from Stella & Dot was also recently seen on former 90210 actress Jennie Garth on a recent red carpet event in Los Angeles, below.

Talk about versatility: Wear the Tempest Necklace from Stella & Dot 3 different ways — Watch this video to find out how!

Stella & Dot’s CEO on the Brink of Making a Billion

This article is originally from the October issue of More magazine, written by Amanda Robb. Read it HERE.

Stella & Dot’s CEO on the Brink of Making a Billion

Jessica Herrin reinvented her jewelry business twice before finding a concept that really clicked with consumers—and made her seriously rich

by Amanda Robb

It’s a sunny, cold morning in Manhattan, too early for most people to be up. But in the New York showroom of the costume jewelry retailer Stella & Dot, a posse of chic employees are already caffeinated and hard at work. They are shoulder to shoulder around a long conference table, looking at bling—bib necklaces, bangle bracelets, cocktail rings, a rhinestone brooch fanned in feathers. Busy grouping pieces into families is a raven-haired woman dressed like a high-fashion biker, right down to her black ankle boots: Jessica Herrin, 39, Stella & Dot’s CEO and founder. She lines up a row of necklaces, pulling out a golden rope chain that has a dangling trio of hearts. She puts it around her neck and hoists the chain until the pendants lie against her sternum. “We need midlength,” she says decisively to her team. “It’s a style that works for everyone, everywhere. Dresses up or down. It’s fun or functional.”

Herrin’s close attention to her products and to the reasons women buy them has turned the business into a huge success. Since relaunching in 2007, Stella & Dot ( has paid out more than $100 million in commissions to its 20,000 sales reps. Remarkably, it is the second phenomenal business Herrin has launched. In 1996, as a 24-year-old student at Stanford Business School, she cofounded one of the first online gift registries for brides, Della & James. Within months, the site expanded into a full-service bridal portal and merged with Herrin and a business partner appeared as guests on Oprah, where they were introduced as women who “followed their hearts and found their fortunes.” But grateful as she was for her success as an entrepreneur, she also felt deeply ambivalent about the cost to her life. “For four years, I worked every night and weekend,” she says. “I’d just married, and I never saw my husband. I wanted to start a family, but I couldn’t see adding a baby to the picture.”

Then Herrin’s husband was offered his dream job, out of state. She left Wedding​Channel​.com and moved from Northern California to Austin, Texas, where she became a senior manager in e-commerce at Dell computers. “The job was challenging, but in a completely sane way,” Herrin says. So sane that by the time she found out she was pregnant with her first child, Herrin was using some of her free nights and weekends to work on creating her ideal business—in her words, “a company that you own but that doesn’t own you.”

This time, instead of thinking about developing a business the usual ways —what will be my product? Who will be my customer?—Herrin focused on a target employee: a woman with kids who needs flexibility. At first, all Herrin had to go on was a memory of a Mary Kay cosmetics convention she’d once observed at a hotel. “It blew my mind,” she says. “The women were over the moon with excitement and joy.” She began researching home-based direct-sales businesses that sold makeup, vitamins, candles or kitchenware. “But none of them resonated with me,” she says. In her view, the products weren’t irresistible. Worst of all, they weren’t very lucrative for the salespeople. (The Direct Sales Association reports that the median annual income for a home-based vendor is $2,400.)

Still, Herrin saw potential. Crafting was booming, and Herrin thought a business based on at-home jewelry-making parties seemed like a possibility. “Everyone wants beautiful things,” she says. She turned a sunroom off her kitchen into a craft room, bought some beads, stones, chains, hooks and clasps and came up with the design for a DIY kit. While still working at Dell, Herrin named her fledging company Luxe Jewels and found a factory that would produce the kits.

Three months pregnant with daughter Charlie, Herrin held her first trunk show. She served her friends Merlot and artisanal cheeses and pocketed $450. By the time Charlie was crawling, Herrin had hosted 13 Luxe Jewels trunk shows, most at other women’s homes, and earned $8,000 in profits. In 2004, Herrin resigned from Dell so that she could begin recruiting Luxe Jewels sales reps. In 2005 the company’s revenue hit $550,000.

More than half a million dollars sounds like a lot. But when Herrin left, its sales were upwards of $100 million. To get back into the really big leagues, Herrin did something she felt was key to her first business success: She found a mentor.

Early in her career, during Della & James’s start-up phase, Herrin had sought investment from the venture capitalist Doug Mackenzie, then a partner at Kleiner Perkins Caufield & Byers. “He told me, ‘Nine out of 10 companies in their successful form look nothing like their original form when they began,’ ” says Herrin. “So achieving a good outcome is not about being right from the start. It’s about being tenacious and committed to constant improvement.”

Now Herrin wondered, How could she improve Luxe Jewels? She decided to cold-call Mike Lohner, former CEO of a direct-sales company, Home Interiors & Gifts, that during his tenure had deployed a force of 120,000 consultants and generated about a billion dollars in annual retail revenue. Herrin got Lohner’s home phone number in Dallas through a friend and asked to meet with him. “She was on a plane the next day,” Lohner says with a laugh. “She explained Luxe Jewels, then asked what I liked and what I didn’t. I told her flat out that I didn’t like the beading-party concept. There wasn’t enough money in it—for her and her sales force.”

Herrin’s response: “Oh, great! We can change that.” Lohner was impressed. “You could give her bad news, and it took her about 30 seconds to get over it and turn it into a positive.”

Herrin knew she didn’t have the design chops to create a whole jewelry line. So she signed up Maya Brenner, whose delicate, playful jewelry is a celebrity favorite. Then Herrin rebranded. Luxe Jewels was no longer just a direct-sales business; it was also a “social selling” company. Herrin’s reps, called stylists, ask customers about their social lives (a training manual suggests asking, “What special events are coming up? Weddings? Parties?”), then offer to help them find the right jewelry for their outfits. Stylists learn to mix and match different looks. They make money through a tiered system in which they recruit other reps and earn their own sales commissions (25 to 30 percent of retail) as well as varying commissions on sales made by reps “down-line.” Like most other direct sellers, Herrin requires her salespeople to buy a starter kit (currently $199, which includes $350 worth of jewelry), and they typically invest an additional $800 to buy more jewelry, business cards, display trays and a carrying case.
In 2006, Luxe Jewels hit $1 million in sales. But Herrin was far from satisfied. “I saw the company as something that could do more than make a million dollars,” she says. “We offer people—women mostly—the opportunity to work when they want, as much as they want.” That summer she spotted a chance to reach her goal when she met Blythe Harris, who had recently introduced Banana Republic’s jewelry line. The two shared a vision of selling fashionable jewelry that had broad appeal, and Herrin decided to relaunch her company a second time. She offered Harris the title of chief creative officer and asked her to participate in renaming the enterprise. (Brenner, who already had her own successful high-end line of jewelry, would continue to design for the company.) Harris feels her sense of style and passion for beautiful things come from her grandmother Dot. Herrin traces her drive and tenacity to her grandmother Stella. Stella & Dot was born.

With Harris as lead designer, the company doubled its earnings within the year. Doctors, teachers, stay-at-home moms and even a pecan farmer bought start-up kits and became stylists. Tysh Mefferd, who owned a stationery company and now oversees 2,500 Stella & Dot stylists, consistently earns six figures. Others have far more modest earnings. In 2011 the average monthly revenue for a rep was $261; a typical “star stylist” (a seller supervising four active stylists) takes in $2,673. A senior director (who oversees four star stylists) makes, on average, $13,765 a month.
“Some stylists are really brand ambassadors. They like hosting an occasional trunk show and the opportunity to buy affordable jewelry,” explains Herrin. “Other stylists work full time during the school year and take the summers off. The important thing is that they choose how much and when they work.”

Today, Stella & Dot stylists operate in one third of U.S. zip codes and in the United Kingdom and Canada. This August, Stella & Dot launched in Germany, and it is expanding into accessories such as handbags. Herrin expects to reach $1 billion in sales by 2015. Last year she and her husband reportedly bought an 8,000-square-foot home in Hillsborough, California, for $6 million. Not that she spends much time there. “Obviously I’m wired to work 80 hours a week,” she says. “I accept that now. I’ve learned to divide and conquer. If the parenting activity doesn’t involve physically being with my kids [a second daughter was born in 2006], I don’t do it. I do the school art project for Halloween because we can be side by side, but I don’t volunteer to raise money. That way, there is actually plenty of time for me to be the entrepreneur I want to be as well as the mom and family member I want to be.”

To finalize the new season’s line, Herrin is in New York for exactly 48 hours. She moves and talks quickly, determining the size of the perfect clutch and the mix of materials that should go into manufacturing the company’s charms. She reminds her team that the collection has to have something “for you, your mom, your daughter and even Aunt Rachel.” For the briefest moment she revisits the issue of necklace length. “Every woman needs a necklace that comes here,” Herrin says, touching the soft spot on her clavicle, “because, you know, that length can go anywhere.”

Do you want to learn more about the Stella & Dot opportunity?
Become a Stylist — Contact me to learn more:


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