Lenexa, KA–Silpada Designs, Inc. celebrated its own Independence Day on July 3, marking one year since its founding families reacquired the company from Avon Products, Inc. The past year—out from under the barriers of big business and back under the direction of the families who built it—has been dedicated to refocusing on the fundamentals that originally established Silpada as the world’s largest sterling silver jewelry home party company.
Immediately after the reacquisition, Kelsey Perry and Ryane Delka, Millennial-aged daughters of company Co-Founders Teresa Walsh and Bonnie Kelly, respectively, were named Co-Presidents and charged with running day-to-day operations and bringing fresh energy and perspectives that would reinvigorate Silpada for today’s woman.
“Reacquiring the company meant that Silpada’s leadership once again could make independent decisions to invest in areas of the business that would best support our representatives, respond to our customers’ fashion cravings and position the company for growth,” Perry said. “Ryane and I have spent this first year as Co-Presidents reevaluating and revamping everything—from jewelry designs to digital platforms to training offerings.”
Released to innovate again, Silpada has implemented a two-part rebuilding strategy: re-imagining its products to make them essential both to existing and next-generation customers and locking arms with its representatives to develop and offer technology that makes it easier for them to build their businesses.
Expanding on its rich heritage in handcrafted sterling silver, Silpada’s in-house design team will release the company’s first fashion jewelry line later this month. The K & R Collection features brass, leather, horn, Swarovski crystals, glass pearls and genuine stones in 30 trendsetting styles priced from $29 to $168. The K & R Collection adheres to Silpada’s high quality standards, and each piece underwent rigorous testing and inspection using the same procedures established for the company’s Sterling Silver Collection.
In addition to the K & R Collection, Silpada has reinvigorated its Sterling Silver Collection with 87 new pieces that pay homage to the most popular designs of Silpada’s past, infused with a modern twist. And, this fall, the company will debut a line of fashion-forward accessories.
“By adding fashion jewelry and accessories, we’re giving our representatives more ways to grow their businesses, increase their income, and diversify their customers,” Delka said. “Accessories are a $34.5 billion industry, and we’re so excited to expand Silpada further into this arena.”
In addition to strengthening the product mix, Silpada representatives’ businesses will run more efficiently with technological advancements that include new online training resources and improved digital business tools—most notably a digital marketing strategy with Kinetic Supply and a new, customized mobile application developed in partnership with Fragmob.
“Today’s female entrepreneur is mobile, tech-savvy and fast-paced,” Perry said. “Women still love to get together with their girlfriends, and our Representatives still see great success from the party, but now Silpada girls will have digital tools and training to make it even easier to conduct business on the go or through social media.”
Silpada has engaged its Representatives in the technology development and beta testing process to ensure that the new digital tools provide value and efficiencies in real, day-to-day use.
“This is a family business that is still grounded in its original purpose: empowering women to live their best lives possible,” Delka said. “We are focused on the future and investing in Silpada, always with our Representatives in mind.”
Founded in 1997 by stay-at-home mothers Bonnie Kelly and Teresa Walsh, Silpada revolutionized the direct selling industry when it eliminated the formal presentation from its party model. Silpada’s casual girlfriend get-togethers and high-quality jewelry resonated with women across North America. Over the past 17 years, several other direct selling companies have adopted the successful Silpada business model.
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