As featured in 7x7 Magazine, written by Narissa Pacio
Jessica DiLullo Herrin is reinventing the idea of your grandmother’s Tupperware party. In little more than a year since founding the costume jewelry company Stella & Dot, which works with sales representatives to market its trendy goods through an e-tail site and at-home soirees, the 36-year-old Stanford Business School grad has propelled it into a multimillion-dollar venture. Her mission is to help women, especially moms, create their own flexible, independent businesses. “People don’t want to gather in a living room and listen to a two-hour presentation,” says Herrin, an effusive mother of two who previously co-founded the popular weddings website WeddingChannel.com from San Francisco before relocating to Burlingame three years ago. “I was thinking of something much more fun for the busy, drop-by-for-coffee kind of gal.”
Instead of hosting a Sunday afternoon of tea and cookies, Stella & Dot “stylists” ...plan weeknight trunk shows over Evite, serve wine and cheese and use Facebook to network and sell the jewelry, most of which costs less than $100. On average, Herrin says, stylists make $300 on a 90-minute party.
Herrin piloted the party-planning concept in 2004 selling bauble-making kits. After learning the ropes, she recruited jewelry designer Blythe Harris, a former merchandising manager for Banana Republic, who would become Stella & Dot’s chief creative officer. Harris’ chunky cuffs, gemstone earrings and Parisian-inspired necklaces have snagged a celebrity following (Demi Moore and Debra Messing are fans) and continue to catch the eye of the national fashion press.
So why jewelry? “I have two daughters and I’m quickly realizing it’s an innate thing,” says Herrin, who admits to crossing the finish line at this year’s Nike Women’s Marathon mainly so she could earn her prize of a Tiffany necklace. “It’s an affordable luxury. And all women love sparkly, colorful things.”
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