Chloe + Isabel

Chloe + Isabel began in 2011. Its founder, Chantel Waterbury, had paid her way through college selling Cutco knives door to door. She then spent about 15 years in jewelry design, development and merchandising at companies such as Target, Macy's, Gap Inc. and LVMH, and for brands including Kenneth Cole, Cartier and Tiffany & Co. In 2010, she wrote later, she was offered her dream job as chief merchant of a designer jewelry brand, but kept asking what she could do for young women hit hard by the recession.

The company launched a beta version in May 2011. It was backed by start-up investors including First Round Capital and SV Angel, which was unusual for a direct sales brand. The name came from what the company called its Friendship Philosophy: two best friends, one a trend-chasing fashionista (Chloe) and one a lover of timeless pieces (Isabel).

“My bigger vision was to empower women by giving them an opportunity to make money and learn critical skills they can use elsewhere.”

Chantel Waterbury, founder and CEO — Entrepreneur, January 2015

Growth came quickly. In January 2015, Entrepreneur reported that the New York company had about 85 corporate employees and more than 5,000 Merchandisers, and that 75 percent of them were under 35. The company's website listed coverage in Vogue, Glamour, InStyle, the Wall Street Journal and Fortune.

Chloe + Isabel sold fashion jewelry and a few lifestyle pieces. Everything was designed in the company's New York City studio and made by outside manufacturers. The company said its jewelry was hypoallergenic, nickel-free and lead-safe, came in branded keepsake packaging, and was backed by a lifetime guarantee.

• Necklaces: layered multi-strand and bib-style statement necklaces, plus finer pendants.
• Bracelets: stretch bracelets, bangles, wraps and stackable sets.
• Earrings and rings: studs, drops and cocktail rings.
• Charms and personalization: charm collections and birthstone pieces.
• Extras: hair accessories, a small men's shop and some beauty and home items.

Prices were moderate. In 2018 the company said its pieces started at $18. It explained the low prices by cutting out the middlemen: it designed and sourced directly and sold only through its Merchandisers, rather than through stores.

Sellers were called Merchandisers. Each one ran a personal online boutique with its own web address, sold through social media and hosted pop-up shops, both online and in person. Hosts could earn free jewelry. Chloe + Isabel held the inventory and shipped orders straight to customers, so Merchandisers did not stock products. The company also ran a Passport Rewards program for shoppers.

Starter Kit

In 2017 the business kit cost $175. The company said it held $700 worth of jewelry plus marketing materials. Merchandisers also got a 30 to 50 percent discount on jewelry, free jewelry, trips and branded extras.

Pay

The 2017 join page advertised 25 to 40 percent commission on sales, plus cash bonuses at lifetime milestones. Merchandisers who built and led a team could earn extra team commissions; the old Direct Sales Aid profile listed 4 to 12 percent on a team's sales. Chloe + Isabel was selective: it interviewed or peer-selected every new Merchandiser and said there were no recruiting requirements. It described all of this as social retail, a mix of direct sales, retail and e-commerce.

Chloe + Isabel closed at the end of July 2019, after eight years in business. The Work at Home Woman reported on August 14, 2019 that the company had “closed up shop” at the end of July. By August 28, 2019, the website showed only a farewell image of two friends holding hands, with a short note to customers and a contact address for business and media questions about the close of business. The company did not publish a reason.

“To our beloved family, friends, and fans, we bid you farewell. Thank you for helping us create a Candi Community of empowered women who've empowered thousands of others to love, cherish, and be the best versions of themselves.”

Chloe + Isabel farewell page (chloeandisabel.com), August 2019

That farewell page stayed up into 2020. Today the brand is gone. The chloeandisabel.com domain now belongs to an unrelated website that has nothing to do with jewelry, and no company has relaunched the line. Former Merchandisers kept whatever pieces they owned, and second-hand Chloe + Isabel jewelry still turns up on resale sites. The lifetime guarantee ended with the company.