Stella & Dot, the rapidly growing crowd-sourced jewelry and accessories brand, is trying apparel on for size.
The company in April will launch a collection of embroidered and crocheted tunics and sarong skirts, as well as introduce sunglasses.
Stella & Dot logged sales of $200 million last year, according to Blythe Harris, chief creative officer and cofounder, who revealed that fine jewelry will bow in the fall. It’s a big step for the company, which now offers jewelry in the $19 to $198 price range.
“[The apparel] is our first foray toward becoming a real lifestyle brand,” Harris said. “It’s the first time that you’ll be able to pack a suitcase and have a style solution from Stella & Dot.”
Stella & Dot is sold online and through 40,000 stylists worldwide, including moms who work part-time and entrepreneurs making seven figures. Stylists are encouraged to build their own social networks by uploading images and videos provided by Stella & Dot and sharing them with existing and potential customers.
“We give them all assets they need to share online,” Harris said. “We’ve been doing a ton of content creation. Our strategy is to amplify the social networks of our stylists. They’re micro-influencers for us. Every woman’s dream is to own her own boutique.”
Stylists can accomplish a facsimile of that with Stella & Dot, Harris said, because “We have the distribution center and the ability to ship within two days, and we hold the inventory.
“Now, everybody wants to be a fashion blogger. Our stylists have always been the style hubs of their communities. With the rise of social media, we’re perfectly positioned.”
The tunics and wraps were designed to be worn in different ways.
“We encourage people to customize the looks,” Harris said. “We love to see people take the product and style it in their own way. Our business model is very iterative and very much crowd-sourced. We’re in service to the community and the stylists.”
A short-sleeve tunic that’s tied at the waist comes in white with navy embroidery and black with white embroidery, $129; an indigo caftan with white embroidery, $98; an off-white crocheted tunic with a fringed hem, $89, and a girl’s version, $69. Wrap skirts are $49, and sunglasses, in five styles, range from $98 to $128.
“When I was designing the tunics we had our fit sessions on our stylists, who have a variety of body types,” Harris said. “The tunics have details meant to flatter a wide range of body types. We cut them for real women with real sizes.”
Harris said that putting new product categories such as the tunics, in the hands of stylists “will enhance our ability to empower them and offer them an easy style solution for the summer.”