Silpada Designs News

Richline Group Acquires Silpada Designs

Press Release | 10/29/2016

From its humble beginnings as a business founded by stay-at-home moms, Silpada saw stunning success, becoming the world’s largest home party seller of sterling silver jewelry. Over the past three years significant investments were made to keep Silpada operating as the company worked to enhance and evolve its business to remain relevant in an evolving market.

Terms of the transaction were not disclosed.

Richline Group will continue to produce and market the Silpada brand through new channels, focusing on Silpada’s sterling silver jewelry heritage. The Kelly and Walsh families will no longer be a part of Silpada moving forward.

“We see a tremendous opportunity to bring Silpada back to its creative roots. We plan to focus exclusively on these unique and accessible sterling silver designs that have clearly resonated with so many women across the world. We look forward to honoring the Silpada legacy while finding new ways to invigorate this unique and nationallyrecognized brand”, said Richline Group CEO, Dennis Ulrich.

Richline plans to refocus the Silpada name around its sterling silver offerings. For the balance of 2016, Richline will continue serving Silpada’s customer base with the core products Silpada is best known for, as well as a previously unreleased line of jewelry, as it refines a new direction forward for this national leader in silver jewelry. In addition to ongoing retail sales for the brand, Richline will continue honoring the Silpada Lifetime Guarantee that was in place prior to June 1, 2016 for all qualified purchases until September 2017.

Silpada to Close at End of July

Npros.com | 5/28/2016

Teresa Walsh and Bonnie and Jerry Kelly founded Silpada in 1997. Silpada became one of the largest party plan sellers of jewelry in North America. The founders sold Silpada to Avon Products in 2010 for $650 million, and repurchased it three years later for $85 million.

A statement by Andrea Carroll, Silpada's vice president of design, said that the company has not been profitable since 2010. Contributing factors included fewer home parties being booked and the trend toward online shopping. Silpada representatives will have until July 31 to sell products and earn commission. Many of the company's 200 employees at its headquarters have been let go, with some remaining to liquidate inventory through the end of the year.

Silpada Introduces the Stylemaker

Press Release | 1/5/2016

The introduction of the Silpada Stylemaker in February 2016 carves out a new category in the direct selling industry by creating a more accessible and casual selling opportunity for women. The program is designed for the digital-driven woman who is interested in adding to her current income (not replacing it). She is not expected to recruit a team or host parties.

A ShopBox, which is shipped directly to a Stylemaker's door, includes 15 of Silpada's best pieces for her to wear and share with friends. Whatever she doesn't sell after 14 days, she sends back free of charge.

A ShopBox, which is shipped directly to a Stylemaker's door, includes 15 of Silpada's best pieces for her to wear and share with friends....

After signing up for $129, a Silpada Stylemaker receives:

25-30% commission on everything she sells

The opportunity to earn $50 referral bonuses

A personalized e-commerce site to share the entire Silpada collection

Two ShopBox™ credits

The launch of the Stylemaker program also introduces the Silpada ShopBox, an exclusive Stylemaker perk and the first of its kind in the direct sales industry. The ShopBox is delivered directly to a Stylemaker's door, filled with 15 of Silpada's best pieces (valued at up to $1,000) that she can wear, share and sell to her friends. Whatever she doesn't sell after her 14-day period can be sent back free of charge using the envelope provided in her box. The ShopBox is a Stylemaker's "business in a box," giving her everything she needs to sell casually to her social circle. While Stylemakers gets two free ShopBox credits at sign-up, they can also request additional boxes ($49 each) to use anytime they choose. Silpada will release six different ShopBoxes throughout the year.

"When Silpada was founded in 1997, it was a pioneer in the industry for removing the formal presentation from the home party," said Kelsey Perry, Co-Chief Executive Officer. "Today, nearly all direct sales companies have eliminated the formal presentation. We hope to transform the industry again by delivering a refreshed business model that pairs box delivery with a more casual selling method."

After the successful November launch of the Style Card™, Silpada's customer loyalty program, the Stylemaker program adds to Silpada's already-existing business opportunity, which includes more than 25,000 Silpada Representatives across North America.

"By offering two ways to sell Silpada—as a traditional Representative or as a Stylemaker—we're speaking to a larger demographic of female entrepreneurs," said Ryane Delka, Co-Chief Executive Officer. "Whether she wants to earn a little extra spending money to buy the boots she's been eyeing or replace her income by building her own jewelry business, she can choose the best fit for her lifestyle."

Silpada Launches First Accessories Collection

Press Release | 5/8/2015

"We're thrilled to enter a new category and give women even more reasons to feel beautiful," said Co-Chief Executive Officers Kelsey Perry and Ryane Delka. "The expansion into accessories is a natural fit that will help us achieve our goals of expanding Silpada's reach and empowering more women to build lives they deserve."

Inspired by world travels and global trends, Silpada's 2015 Fall/Winter Collection tells the story of The New West and can be worn with the season's fringe, suede and chambray staples. The accessories line will debut in Silpada's 2015 Fall/Winter Catalog, alongside new sterling silver and brass jewelry. With plans to expand the accessories line by the end of the year, customers can look forward to more offerings in the coming months.

The initial accessories collection features nine SKUs ($49-$299) made of genuine leather, cowhide and all-natural fibers:

Dakota Tote: Structured leather tote with suede fringe

Zahara Clutch: Leather and animal-print clutch with removable chain

Kenzie Wallet: Small leather wallet featuring six card slots and rivet detailing

Zahara Wristlet: Large leather wallet with animal-print accents and phone pocket

Tucson Jewelry Tote: Aztec-print travel case that can store up to 20 jewelry pieces

Dalia Scarf: Red, navy and gold scarf with eyelash fringe edges; wool and silk

Avery Scarf: Blue-and-white striped scarf; cotton

Olivia Scarf: Oversized scarf featuring watercolor print; wool

Sloan Scarf: Black-and-white patterned scarf; rayon made from bamboo and wool

Founded nearly 20 years ago, Silpada prides itself on being an early pioneer in the direct selling industry and is currently led by second-generation leaders, Kelsey Perry and Ryane Delka. The duo is bridging the gap between millennials and boomers by expanding Silpada into a family of brands, refreshing the home-party model and redefining today's working woman.

Silpada and WomenHeart Expand Partnership

Press Release | 1/7/2015

Beginning Jan. 15, the necklace will be available for purchase online at silpada.com and silpada.ca, or through the nearly 30,000 Silpada representatives across North America. For every necklace sold at full price, $10 will be donated to WomenHeart on behalf of the Silpada Foundation. Featuring an etched sterling silver heart pendant strung on a leather strand, the You've Got Heart Necklace makes a lovely gift for Valentine's Day, birthdays or important milestones.

"This beautiful necklace reminds women to take charge of their heart health, and the funds raised provide education and support for women living with this chronic condition," said Mary McGowan, interim Chief Executive Officer, WomenHeart. "We're excited to once again partner with Silpada to support women in their journeys for heart-healthy lives."

The 2015 campaign builds on the companies' partnership in 2014, when they joined forces to raise funds in recognition of American Heart Month.

"Our mission is to empower women to live their best lives," said Kelsey Perry and Ryane Delka, Co-Chief Executive Officers, Silpada. "We are proud to lock arms again with WomenHeart to raise greater awareness for the leading cause of death in women."

Silpada Introduces New High Fashion Jewelry Line

Press Release | 7/19/2014

The K & R Collection is Silpada’s newest fashion jewelry collection—something fun and fresh that pairs well with Silpada’s Sterling Silver Collection.

The K & R Collection was designed by Silpada Co-Presidents Kelsey Perry and Ryane Delka, in collaboration with the company's expert design team. Each K & R piece can stand alone or be layered with Silpada's iconic Sterling Silver Collection.

"The handcrafted K & R Collection responds to today's woman and her fashion cravings," Delka said. "It expands on Silpada's silver tradition, combining a strong brass-base metal with genuine horn and leather, Swarovski crystals, glass pearls and stones to create contemporary contrast."

"Women who wear Silpada aren't afraid to push boundaries and take risks," Perry said. "The K & R Collection celebrates this fearless spirit. It embodies fierce, versatile jewelry that does it all, just like the modern woman, and it will appeal not only to current customers, but also to a fresh generation of trendsetters."

The K & R Collection adheres to Silpada's high-quality standards, as each piece undergoes rigorous testing and inspection using the same procedures established for the company's Sterling Silver Collection. Infusing fashion-forward style, the K & R Collection is nothing short of the highest quality fashion jewelry available in the market. The use of Swarovski crystals, the finest quality crystals available, underscores the K & R line's commitment to quality and differentiation from competitors.

Silpada Designs Reacquired by Co-Founders

Press Release | 7/8/2013

Jerry and Bonnie Kelly, and Tom and Teresa Walsh reacquired Silpada along with their families after reaching an agreement with Avon, which originally purchased Silpada in July 2010.

"We are excited and inspired to move Silpada forward. Silpada's long-term interest is best served by being in the hands of people who founded it, grew it and continue to love it," said Silpada Co-Founder Jerry Kelly. "This move will ensure Silpada will continue for decades and generations to come, and remain a family-owned business."

Silpada has appointed Kelsey Perry and Ryane Delka, daughters of the Walsh and Kelly families respectively, to serve as Co-Presidents. Perry most recently worked as Silpada's Brand Merchandising Manager, and Delka was formerly Silpada's Vice President of Sales, Development and Training.

"Kelsey and Ryane grew up with Silpada and have held numerous roles, touching many aspects of the business," said Silpada Co-Founder Bonnie Kelly. "As members of Silpada's management team, they have been involved in the strategic vision of this company for many years and have earned respect from their colleagues and Silpada Representatives."

"In their new roles, Kelsey and Ryane will apply their passion and knowledge to help Silpada grow well into the future," said Silpada Co-founder Teresa Walsh. "They are emotionally, professionally and financially invested in Silpada."

As a privately-held company, Silpada will be overseen by a Board of Directors led by Co-Chairmen Tom Walsh and Jerry Kelly. Bonnie Kelly, Teresa Walsh, Delka and Perry also will serve on the board.

Silpada's international corporate headquarters and distribution center will remain located in Lenexa, Kan. on its existing 30-acre campus. In addition, there are no plans to change the location of Silpada's Canadian headquarters in Mississauga, Ontario. Silpada employs more than 300 employees in the U.S. and Canada.

"Kansas City is home for Silpada, and we wanted to keep Silpada in the community where it all started," said Silpada Co-Chairman Tom Walsh. "We are excited that Silpada will remain a Kansas City-based, family-owned business with strong economic development opportunities."

In addition, Silpada is excited to announce that Tom Kelly will remain as Silpada's Chief Executive Officer. With 33 years of direct sales industry experience, Tom has held numerous positions in strategy, sales operations and marketing. Prior to joining Silpada he served as Avon's Senior Vice President of Global Sales Development. Tom Kelly is Past Chairman for both the U.S. Direct Selling Association (DSA) and the Direct Selling Education Foundation (DSEF). Tom Kelly joined Silpada as President and Chief Operating Officer in March 2012 and was promoted to CEO in July 2012.

"Clearly, the Silpada team has a long-term vision that I believe in, and I look forward to helping our Representatives, employees and new ownership grow this business for years to come," Tom Kelly said. "I am very excited about Silpada's future."

Earlier this year, Avon announced it was reviewing strategic alternatives for Silpada. After a thorough review, Avon determined it was best for them to divest Silpada. At the end of a broad auction process, the Kelly and Walsh families emerged as the highest bidder.

Silpada Designs Introduces Exclusive Charm Collection

Press Release | 2/21/2012

Silpada Designs, a leader in the sterling silver jewelry industry, developed Silpada Charm to give women an additional way to accentuate and personalize their style with unique charms that tell a story. The Silpada Charm collection reflects the high-quality, handcrafted detail that sets Silpada apart from others.

Made with the finest .925 sterling silver and semi-precious stones, the Silpada Charm collection consists of 68 charms and 12 Charmers(TM) (charm bracelets and necklaces). The individual charms are categorized into five collections created to mark life's meaningful moments.

One of the most distinctive features of Silpada Charm is each individual charm features a lobster clasp making it easy to swap and share the charms, or add them to existing jewelry. The lobster clasp also makes Silpada charms the perfect trinket for zipper pulls, package accents, key chains, wine glass stems and more.

"Silpada is much more than a jewelry company, it is a company about empowering women and celebrating life's moments," says Silpada Co-founder Bonnie Kelly. "Silpada Charm, our most meaningful collection, tells the true meaning of Silpada in a stylish way."

Co-founder Teresa Walsh adds, "We can't wait for you to discover how fabulous it feels to live life with Silpada Charm. The new charm collection truly brings our jewelry to life and is backed by Silpada's commitment to quality and craftsmanship."

Silpada Designs on ABC7

abc7.com | 8/12/2009

When Shannon Bambara was laid off earlier this year, she polished her silver and her sales pitch. She became a direct seller with a jewelry company called Silpada Designs, selling their products at house parties, then taking a cut of the proceeds.

"An average Silpada party retails about $950, which means I take home 30 percent of that, which would be around $285. And typically, that's only in a two-hour period," Bambara said. History has shown that in bad economic times, more and more turn to home parties as a way to fill in the income void.

Silpada Designs on NBC40

Npros.com | 8/11/2009

...EGG HARBOR CITY-- A business that began with two women setting aside $25 dollars of their grocery money to invest in sterling silver jewelry 12 years ago has transformed into a multi million-dollar direct sales business. Jennifer Husko finds out that despite the recession, sales are up and representatives are actually getting paid to party...

..Silpada Designs said its sales force of both part time and full time representatives grew to 27 thousand last year, up 13 percent from the previous year. Revenue for the company jumped 8 percent to $270 million dollars...

Click below to read the complete article.

Silpada Designs featured in Direct Sales Article

Npros.com | 4/26/2009

Within five months in 2008, her mother and sister-in-law died. She was told that her job in special education was being eliminated and that she would be reassigned. A few months later, her father died after a massive stroke. In December, her school district placed her on unpaid leave.

“I was devastated,” Mayer said. “I felt hopeless. I’m thinking, ‘I’m 54 years old, and I’m a loser.’ ”

Mayer’s daughter invited her to a Silpada party, and she resisted, not wanting to spend any money and not feeling at all social. But her daughter insisted.

Mayer was glad she went. She visited with friends she hadn’t seen in a while. And she loved that the representative was “deliriously happy.”

“I decided right then and there, I’m going to do this,” Mayer said.

On Tuesday, Kathy Suarez of Lee’s Summit hosted a Silpada party for co-workers and neighbors. They gathered around the kitchen table to pick up and try on the jewelry. Mayer wore a dozen pieces herself, including a pair of hammered silver earrings.

“These are my best-selling earrings,” she said. “Everybody loves them.”

“I’m not making the salary I was making at the school district,” she said, “but then when I look at the money per hour, I was never making $100 an hour as a teacher."

Silpada Designs Convention Attracts over 4200

Npros.com | 8/1/2008

Silpada Jewelry in the Gazette

Npros.com | 4/2/2007

Few Colorado Springs residents had heard of Silpada jewelry four years ago when Sarah Sperber became an independent sales rep for the company. “It didn’t have the name recognition of Mary Kay or The Pampered Chef,” she said.

So Sperber joined local networking groups and started talking up the line of handcrafted sterling-silver jewelry. And people started getting the word, she said. Sperber has grown from a sole operator to having 125 representatives working for her.

“Word of mouth is about building relationships and trust. When someone speaks highly about your company and refers you, that speaks millions,” she said.

Silpada Designs Triggers Gold Rushg

The Kansas City Star | 7/15/2006

It was Jewelry Girls Gone Wild.

Three thousand women from across the country ran into the exhibit hall at the Kansas City Convention Center on Friday morning to get the best seats at the Silpada Designs convention.

They climbed on chairs and waved their arms so friends could find them in a mob that was rocket-fueled by estrogen and Chanel.

Not a one wasn’t wearing Silpada, the sterling silver jewelry sold nationwide through home parties, a la The Pampered Chef.

Silpada Designs in the News

Kansas City Star | 7/12/2006

...This week, for instance, Lenexa-based Silpada Designs, a national direct sales jewelry outfit, for the first time brings nearly 3,000 of its army of 14,000 independent sales reps to Bartle Hall for the company’s annual national conference. Since its founding in 1997 the company’s yearly meetings here have outgrown downtown hotel meeting rooms and the Overland Park Convention Center...