US jewellery firm targets region as it looks to grow

Stylists sell the jewellery, which tends to cost under £40, in people’s homes.

Stella & Dot, named after the founders’ grandmothers, already has 20 stylists in Yorkshire but sees the area as a key region for expansion.

Last year the company made a turnover of $250m (£155m) in the US.

It launched in the UK in autumn last year and has target sales of over £6m in Britain.

Serial entrepreneur Jessica Herrin, who is best known for setting up the WeddingChannel.com in Los Angeles, founded Stella & Dot in 2004.

While three months pregnant with her first daughter, Ms Herrin held a test jewellery trunk show in Texas, selling her own finished jewellery as well as DIY jewellery making kits.

After years of holding trunk shows she launched the company in 2007, when she raised capital and began building a national sales force. Stella & Dot sells sterling silver, Italian bronze and costume fashion jewellery and handbags via stylists who are invited into a hostess’s house.

The hostess most often hears about the jewellery through word of mouth or from seeing it in a fashion magazine and going online to find a local Stella & Dot stylist.

“We’re seeing rapid growth in the jewellery market,” said Ms Herrin.

“We’ve had early success in the UK with affordable jewellery that can dress up last year’s wardrobe. Half of the products we sell are under £40.

“It’s better than buying on the high street as you can try the jewellery on in an intimate environment and get feedback from friends.

“We don’t pay for the retail store front so we can offer better value,” she added.

Stylists can work part-time or full-time and sometimes work out of their own homes.

“Yorkshire is a fantastic area for us and we are keen to offer stylists flexible entrepreneurship,” said Ms Herrin.

Ms Herrin set the company up with Blythe Harris, who studied fashion and accessory design at the Parsons School of Design in Paris and who has held top positions at DeBeers, LVMH and Banana Republic.

Ms Harris, along with celebrity designer collaborations with Maya Brenner, Lizzie  ortunato and Nancy Liebowitz, created a line of jewellery ranging from vintage inspired pieces to modern designs, chunky  beads and a signature charm collection.