Stella & Dot was founded by CEO Jessica Herrin, who created and sold WeddingChannel.com to TheKnot.com in her 20’s. Now Sequoia Capital is investing investing in Stella & Dot, a direct-sales jewelry business where women across the country can sell bracelets, necklaces, rings, etc.
Sequoia’s $37 million investment gives them a 10% stake in the company. Stella started about 6 years ago. Stella previously raised $5 million from Radar Partners. Stella made $33 million in 2009 revenues and tripled that to $104 million in 2010. Sellers made $50 million in commissions on Stella & Dot.