Chloe + Isabel

What Chloe + Isabel does

Chloe + Isabel is a US-based social commerce fashion jewelry company founded in 2011 by Chantel Waterbury, a former merchandising executive at Target, Macy's, LVMH, Cartier, Tiffany and Co., and Ippolita. The company sells hand-designed, hypoallergenic and nickel-free fashion jewelry in four core categories (necklaces, earrings, bracelets, and rings/pins) priced from $18 to $200, backed by a Lifetime Replacement Guarantee. Its core technology is an e-commerce platform that powers personalized Merchandiser e-boutiques and a virtual back-office for social selling, augmented by integrations with major payment processors (Visa, Mastercard, Amex, Discover, PayPal, Apple Pay) and Facebook OAuth login.

The business runs on a social retail / direct-sales model: independent Merchandisers purchase a one-time $175 Starter Kit containing $600+ of jewelry, branded materials, and access to a training academy, then earn 25-40% commissions on sales generated through their own online boutiques and in-person pop-up shops. Managers earn additional team-based commissions. The company generates revenue from two streams: direct jewelry transactions (DTC e-commerce plus Merchandiser-fulfilled orders) and one-time Starter Kit fees. Supporting products include e-Gift Cards ($50-$200) and the Passport Rewards loyalty program. The company served fashion-conscious US consumers and aspiring women entrepreneurs, operating exclusively within the United States (including Puerto Rico) from its New York City design studio and headquarters at 40 Exchange Place.

Name

Chloe + Isabel

Legal name

Chloe and Isabel, Inc.

Website

https://chloeandisabel.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Chloe + Isabel is a US social commerce jewelry brand that sells hand-designed fashion jewelry ($18-$200) directly to consumers and through independent Merchandisers who run personalized e-boutiques and earn 25-40% commissions.

Ownership category

akta.pro rank

Product category

Fashion Jewelry

NAICS

Jewelry Retailers (458310), Jewelry, Luggage, and Leather Goods Retailers (4583)

SIC

Retail-Jewelry Stores (5944), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA)

akta.pro secondary industries

Jewelry, Watches & Luxury Goods Online Retailers (CRAFADAN), Statement & Trend Jewelry (CRAKABAB)

Keywords

• Fashion jewelry brand
• Social retail jewelry
• Direct sales jewelry
• Affordable luxury jewelry
• Women's accessories

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Direct Jewelry Sales: Chloe + Isabel sells fashion jewelry directly to consumers through their website and through independent Merchandisers who earn 25-40% commission on sales. Merchandisers can also achieve Manager status for team commissions.
2. Merchandiser Starter Kit: One-time $175 fee for new Merchandisers to launch their business, which includes over $600 in jewelry, carrying case, marketing materials, and access to training academy.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Chloe + Isabel hand-designs and sells fashion jewelry — necklaces, earrings, bracelets, and rings — directly to consumers and through a network of independent Merchandisers who operate personalized online boutiques and host in-person pop-up shops. The portfolio targets the affordable luxury segment, with jewelry priced from $18 to $200, made of hypoallergenic and nickel-free materials and backed by a Lifetime Replacement Guarantee. New Merchandisers launch their business via a one-time $175 starter kit that bundles jewelry pieces, a branded carrying case, marketing materials, a personalized e-boutique, and training.

Product overview

Chloe + Isabel is a fashion jewelry lifestyle brand offering a curated collection of hand-designed jewelry products. The core product portfolio consists of four main categories: necklaces, earrings, bracelets, and rings/pins. The company sells directly to consumers through a social retail model where Merchandisers operate their own online boutiques. Supporting offerings include e-Gift Cards in $50-$200 denominations, a Merchandiser Business Starter Kit ($175 one-time fee with $600+ of jewelry), and the Passport Rewards loyalty program. All jewelry is designed in their NYC studio, is hypoallergenic and nickel-free, starts at $18, and is backed by a Lifetime Replacement Guarantee.

Differentiator

Problem solved

Functional benefit

Products and services

• Necklaces Fashion jewelry necklaces in multiple styles (pendant, statement, layering, collar) and varied design motifs, sold direct-to-consumer and through Merchandisers.
• Earrings Fashion jewelry earrings including studs, drops, hoops, clip-ons, and chandeliers in multiple metal platings, sold direct-to-consumer and through Merchandisers.
• Bracelets Fashion jewelry bracelets including bangle sets, wrap, chain, cuff, and stretch styles with crystal and pavé embellishments, sold direct-to-consumer and through Merchandisers.
• Rings + Pins Fashion jewelry rings (cocktail, stackable, statement) with crystal pavé and stone accents plus decorative pins, sold direct-to-consumer and through Merchandisers.
• e-Gift Cards Digital gift cards available in $50, $100, $150, and $200 denominations for purchasing Chloe + Isabel jewelry products.
• Merchandiser Business Starter Kit One-time $175 package that bundles over $600 of jewelry pieces, a branded carrying case, marketing materials, a personalized e-boutique with no annual fees, online office access, training academy access, and business supplies (lookbooks and order forms) for women launching a Chloe + Isabel social retail business.

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Origami Owl: Social-selling jewelry brand (lockets and customizable pieces) operating through independent Designers — closely comparable on social-retail GTM, female entrepreneur base, and personalized fashion-jewelry product.
• Gorjana: DTC fashion jewelry brand with own retail stores and strong e-commerce presence; targets the same affordable-luxury, fashion-conscious female demographic with layering pieces and everyday collections.
• Kendra Scott: DTC fashion jewelry brand operating its own retail stores plus online; comparable to Chloe + Isabel on affordable-luxury price positioning, fashion-conscious female customer, and design-led product — although distributed via owned stores rather than social selling.
• Noonday Collection: Social-selling accessories and jewelry brand using 'Ambassadors' — closely aligned with Chloe + Isabel on mission-driven, women-empowerment positioning and consultant-based social retail model.
• BaubleBar: Online-first fashion jewelry retailer targeting trend-driven women in the same $20–$200 price band; competes directly with Chloe + Isabel's DTC e-commerce and shares the affordable-luxury positioning.
• Paparazzi Accessories: Direct-sales fashion jewelry company selling $5 accessories through a network of independent consultants — overlaps Chloe + Isabel on MLM-style social selling, female entrepreneur recruitment, and fashion-jewelry product.
• Stella & Dot: Social-selling fashion jewelry and accessories brand using independent Stylists and personalized e-boutiques — the closest direct competitor to Chloe + Isabel's Merchandiser model in category, customer profile, and GTM motion.
• Premier Designs: Long-established direct-sales jewelry company using independent Representatives — shares the social-retail model and fashion-jewelry category, though operating at a lower price point and broader assortment.

Broad incumbents

• Tory Burch: Established fashion and accessories brand whose jewelry line competes for the same fashion-conscious, higher-discretionary-spend customer at the upper end of Chloe + Isabel's price band.
• Etsy: Online marketplace hosting thousands of independent fashion-jewelry sellers; competes indirectly by aggregating long-tail fashion-jewelry supply and capturing search demand that might otherwise flow to Chloe + Isabel's e-commerce site.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/chloeandisabel
• Facebookfacebook.com/chloeandisabel
• Instagraminstagram.com/chloeandisabel
• Pinterestpinterest.com/chloeandisabel
• LinkedInlinkedin.com/company/chloe-isabel-inc-

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds4 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chloe + Isabel