The Jilly Box
The Jilly Box is a Kelowna, Canada-based subscription box and year-round e-commerce marketplace, founded in 2019 by Jillian Harris, that curates lifestyle, home, beauty, and wellness products from Canadian, women-owned, and equity-deserving small businesses for over 100,000 Insiders Club members across Canada and the U.S.
- Company typePrivate
- Founded2019
- HeadquartersKelowna, Canada
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What The Jilly Box does
The Jilly Box is a Kelowna, Canada-based privately held lifestyle brand founded in 2019 by Jillian Harris (a television personality and designer) and Tyler Evans. The company operates a curated subscription box and online marketplace that distributes products from Canadian-owned, women-owned, and equity-deserving small businesses. The core product is a quarterly seasonal box priced at $199 CAD with claimed retail value above $400 CAD; box access is gated through the free Insiders Club (100,000+ members), which uses a lottery-based selection system that converts persistent oversupply into recurring acquisition engagement.
Distribution is exclusively direct-to-consumer via jillybox.com across Canada and the United States. Beyond the quarterly subscription, The Market operates as a year-round curated storefront organized across Home & Decor, Health & Wellness, Beauty & Skin Care, Accessories & Apparel, Food & Snacks, and categories for Gift Sets, Gifts for Him, and the Jilly Babe kids collection. Pricing on The Market ranges from roughly $7 (snacks) to $400+ (linen bedding), with free shipping above $149 CAD. Final-sale policies apply to all subscription items.
The business is founder-led, bootstrapped (no disclosed funding rounds, no parent company, no institutional investors named), and certified as a B Corp (May 2023) and Living Wage Employer. There is no proprietary technology platform; the operations center on subscription logistics, curated sourcing, and Jillian Harris's existing social media channels (Instagram, YouTube, Facebook) as the primary acquisition engine. The company reinvests more than $1M into community initiatives and has supported 500+ equity-deserving brands through its platform.
The Jilly Box firmographics
Firmographics- Name
- The Jilly Box
- Legal name
- The Jilly Box
- Website
- https://jillybox.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Jilly Box is a Kelowna, Canada-based subscription box and year-round e-commerce marketplace, founded in 2019 by Jillian Harris, that curates lifestyle, home, beauty, and wellness products from Canadian, women-owned, and equity-deserving small businesses for over 100,000 Insiders Club members across Canada and the U.S.
- Ownership category
- akta.pro rank
The Jilly Box industry classification
Industry- Product category
- Curated Lifestyle Subscription Boxes
- NAICS
- Gift, Novelty, and Souvenir Retailers (45942)
- SIC
- Retail-Miscellaneous Shopping Goods Stores (5940)
- akta.pro primary industry
- Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)
- akta.pro secondary industries
- Flowers, Gifts & Specialty Occasion Marketplaces (CRAFABAN), Scheduled/Subscription Gifting (Reminders & Recurring Sends) (HSACANAJ)
Keywords
Where The Jilly Box is headquartered
LocationHeadquarters
- HQ city
- Kelowna
- HQ country
- Canada
- HQ region
- North America
Markets served
The Jilly Box business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Quarterly Subscription Box: The primary revenue stream is quarterly subscription boxes priced at $199 CAD, featuring over $400 CAD value in curated products from Canadian, women-owned, and equity-deserving small businesses. The boxes are seasonal (Spring, Summer, Fall, Winter) and are offered exclusively to Insiders Club members through a lottery system, with subscriptions sold out but maintaining a waitlist.
- The Market E-commerce: Year-round direct-to-consumer e-commerce through The Market, offering curated home decor, beauty, health & wellness, accessories, and food & snacks. Products range from $7 to $400+, with gift sets and bundles available. Shipping threshold for free shipping is $149.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Quarterly Jilly Box subscription - $199 CAD per seasonal box |
| Unit Pricing | Pay-as-you-go | The Market individual products and gift sets |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
The Jilly Box product offering
Product offeringCore offering
The Jilly Box operates a quarterly subscription box business and a year-round curated e-commerce marketplace called The Market, selling lifestyle, home decor, beauty, wellness, apparel, food, and gift products sourced primarily from Canadian, women-owned, and equity-deserving small businesses. Customers access the subscription via a free Insiders Club membership that uses a lottery system for limited seasonal box availability.
Product overview
The Jilly Box is a purpose-driven lifestyle brand operating primarily as a quarterly subscription box business supplemented by a year-round e-commerce marketplace called The Market. The core product is The Jilly Box subscription, which delivers seasonal curated collections of products from Canadian, women-owned, and equity-deserving small businesses. Supporting the subscription is The Market for ongoing shopping, Jilly Babe for a dedicated kids collection, and Gift Sets for pre-curated bundles. Product categories span Home & Decor, Health & Wellness, Beauty & Skin Care, Accessories & Apparel, and Food & Snacks. The company also operates an Insiders Club membership program with over 100,000 members providing lottery-based access to seasonal boxes.
Differentiator
Problem solved
Functional benefit
Brands
- The Jilly Box: A quarterly subscription box curated by Jillian Harris, featuring products from Canadian-owned, women-owned, and equity-deserving small businesses. Each box has a unique seasonal theme and sells out every season.
- The Market
- The Insiders Club
Products and services
- The Jilly Box Quarterly Subscription A quarterly seasonal subscription box curated by Jillian Harris featuring products from Canadian, women-owned, and equity-deserving small businesses. Priced at $199 CAD with free shipping, each box contains items valued at over $400 CAD and is sold to Insiders Club members via a lottery system that consistently sells out within 24 hours.
- The Market A year-round curated e-commerce marketplace offering home decor, beauty, wellness, accessories, apparel, food, kids, and gift products personally selected by Jillian Harris and Team Jilly Box from values-aligned small brands, with free shipping on orders over $149 CAD.
- Jilly Babe Kids Collection A dedicated kids collection of curated products including towels, backpacks, water bottles, bath products, and accessories, offering child-sized versions of items from Jilly Harris's favourite small brands.
- Gift Sets and Bundles Pre-curated gift bundles including the Summer Picnic Set, Thank You Set, Summer BBQ Kit, Daily Fuel Kit, Little Luxury Gift Set, Hostess Kit, Styled Home Set, Self-Care Set, and Treat Yourself Set, priced from $28 to $339.
- Home & Decor Collection Home furnishings and decor category within The Market, including pillows, throws, bath and bedding, kitchen and dining, household items, and party supplies from curated small businesses.
- Health & Wellness Collection Wellness products, supplements, hydration items, and books focused on healthy living and self-care, curated from values-aligned small brands.
- Beauty & Skin Care Collection Makeup, skincare, and bath and body products from women-owned and equity-deserving small brands, curated by Jillian Harris.
- Accessories & Apparel Collection Bags, makeup and toiletry bags, accessories, jewellery, and apparel curated from values-aligned small businesses.
- Food & Snacks Collection Snacks, spreads, condiments, and baking and pantry items including gluten-free options from Canadian small businesses.
- Gifts for Him Collection Curated gift selection specifically for men including travel bags, accessories, hot sauces, and lifestyle products from small brands.
- Insiders Club Membership Free membership program providing lottery-based access to purchase seasonal Jilly Boxes, exclusive promo codes, special offers, and first dibs on sales events, with over 100,000 members.
Quantifiable outcome
- Over $400 CAD value delivered for $199 CAD purchase price (2x value multiple)
- +3 more outcomes
Companies that use The Jilly Box
Customer profileSegments3 records
Ideal customer profiles3 records
The Jilly Box technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Jilly Box partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights6 records
The Jilly Box competitors and assessment
Company assessmentDirect peers
- Atlas Coffee Club: Subscription commerce brand delivering curated product (single-origin coffee) with strong storytelling and DTC e-commerce. Comparable D2C subscription model with values-driven supplier storytelling, though focused on a single category.
- Birchbox: Subscription-based discovery retailer for beauty and lifestyle samples. Comparable DTC subscription model and curated discovery mechanic, though Birchbox is beauty-led and historically sampled-pack rather than full-size.
- Loot Crate: Themed subscription box with curated collectibles and lifestyle products. Comparable surprise-and-delight subscription mechanic and DTC e-commerce fulfillment, though more pop-culture/hobby themed than lifestyle-curated.
- Ipsy: Beauty subscription box with curated monthly Glam Bags and a large social community. Comparable subscription model and celebrity/influencer-driven GTM, though concentrated in beauty rather than full lifestyle assortment.
- Alltrue (formerly Causebox): Values-driven seasonal subscription box championing ethical and sustainable brands. Direct overlap with The Jilly Box's B Corp positioning, equity-deserving brand curation, and member-based discovery model.
- FabFitFun: Quarterly seasonal subscription box delivering curated lifestyle, beauty, wellness, and home products to a member community. Closely comparable business model, price point, and assortment mix to The Jilly Box, though at substantially larger scale.
Broad incumbents
- Faire: Wholesale marketplace connecting independent brands with retailers. Indirectly relevant as the B2B infrastructure layer for the same small-brand supplier ecosystem that The Jilly Box curates for consumers.
- Etsy: Online marketplace for curated, small/maker-owned brands. The Market overlaps with Etsy as a discovery channel for small and values-aligned brands, though The Jilly Box adds curation and a subscription layer.
Regional players
- The Frankie Box: Australian-based curated subscription box for lifestyle and wellness products. Comparable business model and curated subscription mechanics, but operating in the Australian/NZ market rather than competing in North America.
Emerging players
- FabKids: Kids-focused subscription and curated apparel retailer. Comparable DTC subscription model, with the most meaningful overlap to The Jilly Box's Jilly Babe kids sub-brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
The Jilly Box social profiles
Digital presenceThe Jilly Box financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Jilly Box leadership team
Management profileNumber of profiles
Profiles2 records
The Jilly Box funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Jilly Box 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 The Jilly Box
What does The Jilly Box do?
The Jilly Box operates a quarterly subscription box business and a year-round curated e-commerce marketplace called The Market, selling lifestyle, home decor, beauty, wellness, apparel, food, and gift products sourced primarily from Canadian, women-owned, and equity-deserving small businesses. Customers access the subscription via a free Insiders Club membership that uses a lottery system for limited seasonal box availability.
Is The Jilly Box a public or private company?
The Jilly Box is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Jilly Box founded?
The Jilly Box was founded in 2019. It employs 11 to 50 people.
Where is The Jilly Box based?
The Jilly Box is headquartered in Kelowna, Canada, in the North America region.
How does The Jilly Box make money?
Two revenue lines are on record. Quarterly Subscription Box is the primary driver. The others are the Market E-commerce.
Who are The Jilly Box's main competitors?
Direct peers on record are Atlas Coffee Club, Birchbox, Loot Crate, Ipsy, Alltrue (formerly Causebox) and FabFitFun. Broad incumbents are Faire and Etsy. The Frankie Box is listed as a regional player. FabKids is listed as an emerging player.
Does The Jilly Box have an API?
No public API is recorded for The Jilly Box.
What industry is The Jilly Box in?
The Jilly Box's product category is Curated Lifestyle Subscription Boxes. Its primary akta.pro industry code is CRAFAIAF, Subscription Boxes & Curated Product Subscriptions, with a secondary code of CRAFABAN, Flowers, Gifts & Specialty Occasion Marketplaces. Its NAICS code is 45942 and its SIC code is 5940.