Azuli Skye

Azuli Skye started in early 2008 in Apex, a small town outside Raleigh, North Carolina. Deb McNaughton, a statistician, made a bracelet with her children's names on it, and her friends wanted them too. As Direct Selling News told the story in 2012, she soon had more orders than she could make on weekends and told her husband she wanted to turn the hobby into a business.

Allan McNaughton, then managing engineers for a Silicon Valley software company, agreed to start slowly. Deb became CEO and Allan became President. Deb made every piece herself at first, in sterling silver and Swarovski crystal, but rising silver prices pushed the couple to find a more efficient model. They chose direct sales, launched Azuli Skye in September 2008 and joined the Direct Selling Association in 2010. Allan wrote the company's website and back-office software himself.

“We finally realized that we weren’t in the business of building jewelry … We’re in the business of selling it!”

Deb and Allan McNaughton, CEO and President — Direct Selling News, August 2012

The business grew quickly. Deb McNaughton told Direct Selling News that sales jumped 240 percent from 2010 to 2011, with strong growth again in 2012. By then the company bought most of its jewelry from outside manufacturers, kept making its custom bracelets in North Carolina, and had added a fashion jewelry line that already made up more than 40 percent of revenue. Deb also gave interviews to Woman's World and several radio shows as a "mompreneur" founder.

Azuli Skye promised on-trend, affordable, high-quality jewelry, with prices starting under $10 and a Lifetime Luxury Guarantee. Its online catalog was organized into a long list of collections.

• Everyday pieces: necklaces, earrings, bracelets, rings, chains, watches and scarves.
• Signature materials: Strictly Silver sterling, Crystal Skye, Sterling Silver and Murano Glass, Naturals, Lampwork and Pewter.
• Mimzi: a Pandora-style bead line with sterling Color Crazy beads, spacers and starter kits, added after Consultants said customers wanted it.
• Charms and lockets: Pixi, Mini Pixi and Loxi collections, convertible charms and coin lockets.
• Personalized: custom name bracelets, the product that started the company.

The founders treated the catalog like a data set. Allan McNaughton told Direct Selling News the company ran a daily update on its website to rank the best sellers and revised the whole catalog every 90 days. The fashion jewelry line was added because customers asked for something cheaper than sterling silver.

Sellers were called Consultants. Their main sales channel was the Home Show, a jewelry party in a host's home or workplace, but they could also sell by phone and email and run online parties through a shareable link. Each Consultant had a personal website, and the company handled sales tax for them. Training was done almost entirely with short videos and conference calls, since the company had recruited nationally from the start.

Skye Dreams Kit

New Consultants signed up with an existing Consultant and bought the Skye Dreams starter kit. The old Direct Sales Aid profile listed it at $159, with a stated retail value of over $800. It included about $700 of popular jewelry, black velvet displays, supplies for the first six parties, training materials and a website. Later the company's homepage advertised the kit "on sale" for a limited time, and an Earn Your Kit program was offered.

Pay and hostess rewards

The old Direct Sales Aid profile reported personal sales commissions of up to 35%, overrides of up to 17% on the first and second levels of a Consultant's team and 7% on the third, plus a $1,000 bonus for reaching Manager. Treat those figures as historical; we could not find the final plan. Hostesses earned free jewelry worth 20% of party sales, half-price items, and Bonus Buys, deep discounts on catalog items that the company said were its best tool for booking new parties.

Azuli Skye never announced a closure that we could find. The record is a slow fade. The company's monthly "WooHoo" Consultant newsletters, still stored on its server, run from 2012 to June 2016, and its last dated product listing is from fall 2015. After that, the website stopped changing: the homepage captured in December 2019 still showed a 2011 copyright, a toll-free number and a consultant sign-up offer.

“Getting the pulse of customers and actively seeking their feedback has been incredibly important.”

Allan McNaughton, President — Direct Selling News, August 2012

From 2021, Wayback Machine captures show the site's pages being used to host unrelated spam about casinos, essays and cryptocurrency, a sign that nobody was maintaining it. By 2023 the homepage itself carried German-language casino text under the old Azuli Skye menu. On October 2, 2026, azuliskye.com did not respond at all. We found no news coverage of a sale, merger or bankruptcy.

In practice, the brand is gone. Former Consultants may still have stock, and Azuli Skye pieces turn up on resale sites, but there is no working shop. If you miss the jewelry party, Direct Sales Aid covers live companies such as Paparazzi, Origami Owl and Color Street; see Paparazzi or browse all jewelry companies.