Former Dell executive inspired by the Mary Kay model to create a direct sales business model

"Editor's note" Jessica Helin, founder of the fashion accessories E-commerce company Stella&dot, was inspired by the Mary Kay model, but decided to combine the business model with technology and young elements. Stella&do's salespeople, called stylists, buy a minimum of 199 dollars of starter kits and sell the company's goods at a family gathering show party, and they also get a cut from the brand's Web site and the sales generated by mobile apps. The company is located in San Bruno, California State, with 370 employees and more than 18,000 active stylists in five countries. Last year's income was 220 million dollars.

Jessica Helin is the founder and chief executive of Stella&dot, a fast-growing company that sells fashion accessories, handbags and other online products online, and uses direct marketing models.

Stella&do's salespeople, called stylists, buy a minimum of 199 dollars of starter kits and sell the company's goods at a family gathering show party, and they also get a cut from the brand's Web site and the sales generated by mobile apps. The company is located in San Bruno, California State, with 370 employees and more than 18,000 active stylists in five countries. Last year's income was 220 million dollars.

Individual: Herring with her husband, Chad, and two daughters, 10-Year-old Charlie and 7-Year-old Tatum Live at California State Peak.

Education: She received a bachelor's degree in economics from Stanford University, but a year later dropped out of her MBA from Stanford University to become co-founder of a website called Della&james's gift registration and wedding content. The company later transformed itself into a wedding channel. com, which was later sold to the wedding and family planning website TheKnot.com.

First job: Herring, 41 years old, found a job as an ice cream waiter at Glendale, 15 o'clock in the local baskin-robbins. As a young man under 20 years old, she has worked in Haagen Dazs, Baby Gorge, Newport surfing, Chu and outlying islands to earn college tuition.

Career change: After graduating from Stanford, Herring became JP Morgan's investment banker and a luxury home in Manhattan. But on a whim, she found a job interview at the Texas State Austin Software launch and decided to pursue what she called "an uncertain path to life." ”

Stratagem: In 2001, Herring was on a business trip in Dallas and ran into a direct marketing meeting with Mary Kay.

She said she noticed the excitement of women selling cosmetics and running their own business, but she felt that direct business needed an infusion of high-tech and youthful elements to upgrade, something that the brands such as Mary Kay lacked.

"Mary Kay's sales model didn't resonate with me. I think of it as something for my grandmother's generation, "she said." "It doesn't seem modern enough. It's not that there's something wrong, but it doesn't appeal to me, or to a woman of my generation. ”

Double responsibility: Shortly thereafter, Herring, who worked for the global e-commerce group at Dell, began dabbling in the idea of starting his own direct sales company. Jewellery seems easy to sell directly to consumers, while she realizes the opportunity for a medium-priced accessory in the marketplace.

She went to the jewellery making class and the Bead show, using evenings and weekends to design necklaces, earrings and bracelets in her Austin parlor. She naturally opened up the business, her so-called luxury jewellery, and resigned from Dell in 2004 to devote full-time business.

Working mother: Although she was pregnant with her first daughter when she was hosting the first mainline exhibition, Herring decided to go all out to lavish jewellery until it was the right time for her family.

"In the first few years, I didn't try to pursue the rapid growth of the business," she said. "I adjusted my pace for the birth of the baby, and then my second child was born, and I only started traveling to speed up my business after I finished nursing my second child." ”

Business process: A customer contracted to host a main line exhibition in her home and invited her friends to attend. Stella&dot Stylist brings product samples for women to try on, and gets orders for merchandise, earning about 30% Commission. The organizers of the exhibition receive free product credits and other allowances.

Herring says a stylist usually earns 250 to 300 dollars for a main line exhibition. Most designers are women, selling STELLA&DOT products in their spare time, averaging 2400 dollars a year.

Stella&dot designs and manufactures all products. The general price of jewellery is less than 50 dollars.

First big cost: After Herring left the wedding channel site, she and her husband spent three months traveling around the world to places like Thailand, Croatia and Egypt. She also paid off her student loan.

Name meaning: Herring and chief creative officer Blesse Harris decided to change the company name from luxurious jewellery to Stella&dot to commemorate their grandmother.

"We want a name that really conveys the business spirit-it's a company inspired and created by strong women," she said.