On Thursday, July 17, 2014, the Wall Street Journal featured an article entitled, "Direct Seller Crafts Its Own Sales Model." Since taking this course, my eyes jump directly to anything newsworthy that relates to establishing a business presence through the Internet. You might find the story of Chloe & Isabel an interesting, and encouraging one. Below are excerpts from the article.
"Chloe & Isabel" was among the first of a recent wave of startups using technology and social-media tools to reinvent direct sales, a $32.67 billion-a-year industry according to the Direct Selling Association.
Named for hypothetical best friends with oppposite tastes--trendy versus classic--today the company has 80 full-time employees, including a team of jewelry designers who source and produce hundreds of styles, such as $42 cushion-cut cocktail rings or $28 "retroglam" crystal earrings.
The New York-based direct seller built proprietary software that allows its independent sales associates, known as "merchandisers," to create their own customized Chloe & Isabel Web boutique and tap their social networks for customers. The company currently has nerly 5,000 merchandisers who start by purchasing a starter kit, comprised of 18 pieces of jewelry for $175.
The sales associates earn commissions, typically 30% of their own sales. Chloe & Isabel collects 60% to 70% of the merchandisers' earnings.
For Chloe & Isabel, every single boutique is entirely unique and every single Mechandiser creates her own collection. She's a micro-entrepreneur."
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