Stella & Dot
Stella & Dot is a direct-to-consumer fashion jewelry brand founded in 2004 that sells necklaces, bracelets, earrings, rings, and charms through its e-commerce site, a Brand Ambassador social selling network, and a Burlingame, CA flagship boutique, targeting fashion-conscious women and independent women entrepreneurs.
- Company typePrivate
- Founded2004
- HeadquartersSan Bruno, United States
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Stella & Dot does
Stella & Dot is a direct-to-consumer fashion jewelry company founded in 2004 by Jessica Herrin, headquartered in the San Bruno/Burlingame, California area. The company designs and sells costume and semi-precious jewelry across necklaces, bracelets, earrings, rings, and charms, with 269+ active SKUs priced between $25 and $248. Its core product technology centers on jewelry craftsmanship using 12k gold-plated brass, simulated diamonds, semi-precious gemstones (amazonite, lapis, turquoise), and hypoallergenic, water-resistant, anti-tarnish materials, paired with proprietary design features including the Tatum charm-keeper modular system, Naomie and Baby Jane convertible pieces, and a signature ridge bezel setting. The company is sold globally online with localized currency and shipping options but accepts returns only from the US and Canada.
Stella & Dot distributes through a social selling model built on independent Brand Ambassadors who earn commissions by marketing and selling the catalog through personal networks, supplemented by direct e-commerce on stelladot.com (powered by Shopify) and a newly opened flagship boutique in Burlingame, CA that also serves as content studio and e-commerce headquarters. The company operates a $40/month subscription program called the Stella VIP Style Club, which provides a 10% discount, monthly store credit, and early access to special collections. It maintains an Archive/Sale collection for discounted and discontinued pieces. Marketing is conducted across Instagram, Facebook, TikTok, email newsletters, and earned media in Vogue, Glamour, Marie Claire, and Refinery. The company has cumulatively raised $42 million in venture funding ($5M from Radar Partners in 2008 and $37M from Sequoia Capital in 2011), reports over $500 million in lifetime Brand Ambassador earnings, and has contributed over $10 million to charitable causes supporting women empowerment.
Stella & Dot firmographics
Firmographics- Name
- Stella & Dot
- Legal name
- Stella & Dot
- Website
- https://stelladot.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Stella & Dot is a direct-to-consumer fashion jewelry brand founded in 2004 that sells necklaces, bracelets, earrings, rings, and charms through its e-commerce site, a Brand Ambassador social selling network, and a Burlingame, CA flagship boutique, targeting fashion-conscious women and independent women entrepreneurs.
- Ownership category
- akta.pro rank
Stella & Dot industry classification
Industry- Product category
- Fashion Jewelry
- NAICS
- Jewelry Retailers (458310), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Jewelry, Luggage, and Leather Goods Retailers (4583)
- SIC
- Retail-Jewelry Stores (5944), Wholesale-Jewelry, Watches, Precious Stones & Metals (5094)
- akta.pro primary industry
- Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)
Keywords
Where Stella & Dot is headquartered
LocationHeadquarters
- HQ city
- San Bruno
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Stella & Dot business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D
Revenue model
- Direct Jewelry Sales: One-time purchase of fashion jewelry products ranging from $25-$248, including necklaces, bracelets, earrings, rings, and charms. Products sold directly through e-commerce website and Brand Ambassador network.
- Stella VIP Style Club Subscription: Monthly subscription at $40/month providing 10% off all orders, monthly store credit, and early access to special collections. First month free. Credit expires after 1 year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Regular Retail Pricing |
| Subscription | Monthly | Stella VIP Style Club Member |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels4 records
Stella & Dot product offering
Product offeringCore offering
Stella & Dot designs, sources, and sells fashion and costume jewelry — including necklaces, bracelets, earrings, rings, and charms — through direct-to-consumer e-commerce, a Brand Ambassador social selling network, and a flagship boutique. The portfolio centers on versatile convertible pieces (e.g., the Tatum charm-keeper system, Naomie convertible earrings), hypoallergenic lead/nickel-free materials, and semi-precious stones and simulated diamonds, priced between $25 and $248. A $40/month Stella VIP Style Club subscription provides recurring discounts and early access to collections.
Product overview
Stella & Dot is a direct-to-consumer fashion jewelry brand offering an extensive portfolio of costume and semi-precious jewelry products. The core offerings span five main categories: Necklaces (77 products including beaded, paperclip, and tennis styles), Bracelets (57 products including stretch, cuff, and charm styles), Earrings (53 products including studs, huggies, and statement pieces), Rings (10 products), and Charms (20 products for personalization). The brand operates primarily through its e-commerce website powered by Shopify, with a unique social selling model through Brand Ambassadors. Key product lines include the Tatum Collection (convertible charm-keeper system), Inheritance Collection (simulated diamond jewelry), and Naomie/Vivienne signature designs. The company also offers a VIP Style Club subscription membership at $40/month providing 10% discounts and early access. All products feature hypoallergenic, water-resistant, anti-tarnish construction with 12k gold-plated brass and simulated diamonds. The brand emphasizes ethical and sustainable manufacturing with artisan-crafted pieces.
Differentiator
Problem solved
Functional benefit
Brands
- Stella VIP Style Club: Monthly membership program offering 10% discount on every order, monthly store credit, and early access to special collections.
Products and services
- Necklaces Fashion jewelry necklaces including beaded necklaces, paperclip chains, tennis necklaces, lariat converters, and charm-accessorized chains. Constructed with semi-precious stones (amazonite, lapis, turquoise), simulated diamonds, and 12k gold-plated brass; priced $55-$225.
- Bracelets Fashion jewelry bracelets including stretch, tennis, cuff, paperclip chain, and charm bracelet styles. Available in semi-precious stone, enamel, and simulated diamond varieties; priced $30-$120.
- Earrings Fashion jewelry earrings including studs, huggie hoops, statement drop earrings, convertible earrings, and chandelier styles. Feature mother-of-pearl, turquoise, simulated diamonds, and gold-plated brass; priced $30-$145.
- Rings Fashion jewelry rings including hammered rings, stone cocktail rings, signet rings, and stackable rings. Constructed with semi-precious gemstones and 12k gold-plated brass; priced $35-$59.
- Charms Charm accessories for personalizing necklaces and bracelets, including birthstone medallions, initial letters, zodiac pendants, and decorative rondelle charms. Compatible with the Tatum necklace charm-keeper system.
- Tatum Collection Convertible charm-keeper necklace and bracelet system named after the founder's youngest daughter. Features paperclip chains with serpent clasp for attaching charms, adjustable lengths, and lariat conversion options.
- Inheritance Collection Simulated diamond jewelry collection featuring tennis necklaces, tennis bracelets, and statement pieces crafted with premium simulated diamonds in colors including white diamonds and pink sapphire.
- Stella VIP Style Club Monthly membership program at $40/month (first month free) offering 10% off all orders, early access to collections, and monthly store credit (credit expires after 1 year). Provides recurring revenue and customer loyalty benefits.
Quantifiable outcome
- 10,957+ verified customer reviews with average 4.7+ star ratings
- +2 more outcomes
Companies that use Stella & Dot
Customer profileNamed customers4 records
Segments2 records
Ideal customer profiles2 records
Stella & Dot technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Stella & Dot partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopMycorePartnership with ShopMy platform enabling Brand Ambassadors to sell through the platform. Ambassadors can join Stella & Dot through ShopMy to access the product catalog and earn commissions.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Stella & Dot competitors and assessment
Company assessmentDirect peers
- Mejuri: Mejuri is a direct-to-consumer jewelry brand offering fashion and fine jewelry (gold, diamonds, gemstones) at accessible price points via owned e-commerce. It overlaps Stella & Dot directly on everyday jewelry positioning for fashion-conscious women, with a stronger fine-jewelry tilt and similar convertible/stackable product marketing.
- BaubleBar: BaubleBar is a fashion jewelry direct-to-consumer brand offering $25-$300 earrings, necklaces, bracelets and personalized pieces through e-commerce. It competes head-to-head with Stella & Dot on the same accessible-fashion-jewelry category, with comparable personalization features and giftable merchandise focus.
- Kendra Scott: Kendra Scott is a women's fashion jewelry and accessories brand with a multi-channel model combining e-commerce, owned retail stores, and brand representative/hostess events. It is highly comparable to Stella & Dot in product (fashion jewelry at $50-$350 price points), customer (fashion-conscious women), and color-stone/convertible design DNA.
- Jane Win: Jane Win is a direct-to-consumer women-founded jewelry brand offering everyday fine and fashion jewelry with a focus on ethical sourcing and founder-driven storytelling. It is comparable to Stella & Dot in the female-founded DTC jewelry positioning and core product assortment (necklaces, bracelets, earrings at $50-$300 price points).
- Touchstone Crystal by Swarovski: Touchstone Crystal (now part of Swarovski) is a direct-sales fashion and crystal jewelry company distributed through independent stylists via in-person and virtual events. It directly overlaps Stella & Dot on the consultant-based social-selling model in fashion/crystal jewelry, with similar party-based GTM and giftable product positioning.
- Premier Designs: Premier Designs is a long-running social-selling jewelry company using a hostess/consultant network to distribute fashion jewelry at direct-sales parties. It is directly comparable to Stella & Dot's Brand Ambassador social-selling model, competing for the same female consultant pool and home-party occasion purchase occasions.
- Paparazzi Accessories: Paparazzi Accessories is a multi-level marketing jewelry company selling $5-$25 fashion jewelry exclusively through independent consultants. It is comparable to Stella & Dot because both operate the social-selling / consultant-led distribution model in the same costume-jewelry category, though Paparazzi is positioned at a much lower price point.
- Aurate: Aurate is a direct-to-consumer fine and fashion jewelry brand focused on transparent pricing and ethically sourced gold and diamonds. It overlaps Stella & Dot on the female-focused, sustainably positioned jewelry e-commerce model and competes for the same accessible-luxury consumer wallet share.
Emerging players
- Ana Luisa: Ana Luisa is a direct-to-consumer women's jewelry brand offering everyday gold and fashion pieces in the $40-$400 range with strong sustainability positioning. It is an emerging player competing for the same accessible-luxury female customer as Stella & Dot, with a more digitally native social commerce and influencer-driven GTM rather than a Brand Ambassador-style salesforce.
- Soula (formerly Soula Jewelry): Soula is a women's fashion jewelry and accessories brand sold through direct-to-consumer e-commerce and a network of in-person 'Soula Parties.' It is comparable to Stella & Dot on the party-based social-selling motion for fashion jewelry aimed at female customers, though at a smaller scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Stella & Dot social profiles
Digital presenceStella & Dot financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stella & Dot leadership team
Management profileNumber of profiles
Profiles2 records
Stella & Dot funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stella & Dot M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Stella & Dot
What does Stella & Dot do?
Stella & Dot designs, sources, and sells fashion and costume jewelry — including necklaces, bracelets, earrings, rings, and charms — through direct-to-consumer e-commerce, a Brand Ambassador social selling network, and a flagship boutique. The portfolio centers on versatile convertible pieces (e.g., the Tatum charm-keeper system, Naomie convertible earrings), hypoallergenic lead/nickel-free materials, and semi-precious stones and simulated diamonds, priced between $25 and $248. A $40/month Stella VIP Style Club subscription provides recurring discounts and early access to collections.
Is Stella & Dot a public or private company?
Stella & Dot is a private company. It is classified as venture growth investor backed and is currently operating.
When was Stella & Dot founded?
Stella & Dot was founded in 2004. It employs 1,001 to 5,000 people.
Where is Stella & Dot based?
Stella & Dot is headquartered in San Bruno, United States, in the North America region.
How does Stella & Dot make money?
Two revenue lines are on record. Direct Jewelry Sales are the primary driver. The others are stella VIP Style Club Subscription.
Who are Stella & Dot's main competitors?
Direct peers on record are Mejuri, BaubleBar, Kendra Scott, Jane Win, Touchstone Crystal by Swarovski, Premier Designs, Paparazzi Accessories and Aurate. Emerging players are Ana Luisa and Soula (formerly Soula Jewelry).
Does Stella & Dot have an API?
No public API is recorded for Stella & Dot.
What industry is Stella & Dot in?
Stella & Dot's product category is Fashion Jewelry. Its primary akta.pro industry code is CRAKABAA, Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings). Its NAICS code is 458310 and its SIC code is 5944.