Origami Owl

Origami Owl
Direct sales
Industry Jewelry
Founded 2010
Founders Isabella "Bella" Weems, Christian "Chrissy" Weems
Headquarters Chandler, Arizona, United States
Area served
 U.S., Canada, and Puerto Rico
Revenue
  • $250 million (2013)[1]
  • $24 million (2012)[2]
  • $280,000 (2011)[2]
Number of employees
 373 (2013)
Website www.origamiowl.com

Origami Owl is an American direct sales custom jewelry company operating in the U.S., Puerto Rico, and Canada. The company was founded in 2010 by Isabella "Bella" Weems at the age of 14. The company has over 60,000 independent sales consultants who buy materials and tools from the company and sell products to individuals, primarily at in-house sales parties. The main product is the "Living Locket", a clear-faced hollow pendant which can be filled with a variety of charms that are meant to tell a story.

History

At age 14, Isabella "Bella" Weems founded the company in 2010 with the help of her mother Christian "Chrissy" Weems and father Warren Weems.[1][2][3][4][5] Intending to generate enough money to buy a car for her 16th birthday, Weems used $350 she saved from babysitting and $350 her parents, Chrissy Weems and Warren Weems, gave her to start her company.[1][2][5] Her mother agreed to be her business partner,[1] though she currently is not employed by the company.[2]

Weems originally used vintage glass lockets purchased online and pieces of jewelry, gems, and others objects to fill them.[5] Chrissy and Bella Weems began selling the lockets at parties at their home and in 2011 rented a kiosk in the mall to sell from.[5] Unable to pay rent, they received a loan from a family friend that allowed them to continue their business long enough to generate enough revenue.[5] After one and a half years, they transformed the company into a direct sales model.[5]

Business

The company runs a direct sales model which uses independent sales consultants.[5] The company sells materials and tools to the consultants and receives a percent of their profits.[5] As of 2015, the company sells through more than 60,000 independent sales consultants (which the company calls "independent designers"), primarily using in-home parties.[1][6] Consultants buy kits from the company, including chains, charms, and lockets, and make their own jewelry to sell.[1] Consultants are mostly women in their 30s.[1]

The company is owned by the Weems family and a number of executives were members of the family.[2] Weems' uncle John Weems was vice president of IT and Weems' aunt, Jessica Reinhart, worked in marketing.[2] Weems' uncle, Jeff Reinhart, is COO.[2] Jeff Reinhart replaced John Weems as COO.[2] Though Isabella Weems founded the company, she worked as an intern for it after high school graduation.[5] Chrissy Weems, Bella's mother, is the current President and Co-founder of the company.[7]

Weems designed and produced the company's first line of products, including its main product, the "Living Locket".[6] The lockets are clear, hollow pendants which can be filled with a selection of charms.[5] The charms are meant to allow individuals to "tell their own story with a locket."[5]

In 2015, the company expanded its operations into Canada.[6] In June 2015, Brett Blake replaced Robin Crossman as the company's CEO.[2][4]

References

  1. 1 2 3 4 5 6 7 Jackson, Cheryl V. (22 July 2015). "Origami Owl brings a teenager's vision and success to Chicago". Chicago Tribune. Retrieved 15 August 2015.
  2. 1 2 3 4 5 6 7 8 9 10 Strauss Karsten (22 October 2013). "$250 Million For A 14-Year-Old's Big Idea: Origami Owl". Forbes. Retrieved 15 August 2015.
  3. ↑ Strauss, Karsten. "Forbes Staff". Forbes. Forbes. Retrieved 29 June 2016.
  4. 1 2 Millard, Jesse A. (17 June 2015). "Origami Owl appoints new CEO following Canada expansion". Phoenix Business Journal. Retrieved 15 August 2015.
  5. 1 2 3 4 5 6 7 8 9 10 11 Rudulph, Heather Wood (12 March 2015). "How Bella Weems Started a Million-Dollar Business Before She Turned 18". Cosmopolitan. Retrieved 15 August 2015.
  6. 1 2 3 "Chandler's Origami Owl jewelry company to expand to Canada". KTAR News. 9 April 2015. Retrieved 15 August 2015.
  7. ↑ Weems, Christian. "President". LinkedIn. Christian Weems. Retrieved 29 June 2016.
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