It’s been a charmed start for Stella & Dot Family Brand’s Keep Collective.
Keep, which launched in 2014, lets wearers of its jewelry create personalized bracelets with a variety of themed charms and expects to end this year with $90 million in revenue. That’s after closing with $45 million in sales last year, it’s first full-year in business. A projection for 2017 is not available, according to Keep cofounder and Stella & Dot chief creative officer and co-creator Blythe Harris, who added the firm remains optimistic it will continue to see “very aggressive growth.”
The business, much like sister company Stella & Dot, relies heavily on independent sellers to brings its products to consumers. Keep Collective currently counts more than 10,000 independent sellers, of which it calls designers, throughout North America. It has paid those sellers about $25 million in commissions year to date.
“It’s all about creating your one-of-a-kind piece,” said Harris, adding groups of charms around themes such as sorority symbols, sports or faith helps the company appeal to broad swaths of customer segments.
That will be key if the business wants to continue to scale and appeal to even more demographics. More product partnerships are set to be announced in the coming year, although Harris declined to get into details, but did allow one launch for the spring will include emojis.
The young brand entered a market that is no stranger to direct competition with the likes of Pandora and Alex and Ani offering shoppers the ability to customize jewelry with their own respective charm systems.
“There are definitely other charm concepts out there, but I think we’ve taken a unique design approach to the charm concept,” Harris said.
She pointed to a proprietary system on which Keep charms slide on, along with a patent pending backing so said baubles stack in a unique way. The whole approach and aesthetic comes across as a younger and hipper approach, Harris said. Although, she added Keep Collective has managed to appeal to a broad swath of customers — from grandmothers in Ohio to a chic woman attending college in Los Angeles — and not just the younger set.
There’s also the digital design tool rolled out last month available to customers shopping the website on their desktops or mobile devices. The tool allows people to drag and drop charms onto bases so they can see what their customized piece looks like or share what a pre-made bracelet might look like with someone else. More than 30,000 designs have been created with the tool since its Oct. 19 launch with more than 6,300 of those designs then shared over social media, according to the company.
Much like Stella & Dot, the opportunity to expand into markets outside the U.S. is also there for Keep Collective. In April, the brand rolled out to Canada, with the business so far strong and helping fuel the company’s overall momentum.
Expansion into additional countries are not on the books for 2017 but it’s possible a year out and beyond, Harris said, as she pointed to Stella & Dot, which is now in six countries.