Thirty-One Gifts

Thirty-One Gifts started in 2003 in Soddy Daisy, Tennessee, near Chattanooga. Founder Cindy Monroe ran it from her home with two helpers. The name came from Proverbs 31, the Bible chapter about a capable woman who runs a household and a business. Monroe later said she wanted the company to be about the women who sold for it, not about her.

The business moved from the house to a Chattanooga office, then to Columbus, Ohio, where it found the retail, design and shipping talent it needed for fast growth. Growth was fast indeed. Our Tennessee magazine reported in 2016 that revenue peaked at about $750 million in 2013, that more than 74,000 women were selling the products, and that the company ranked 14th among US direct sellers by 2015. Thirty-One opened in Canada in 2012 and launched its charity arm, Thirty-One Gives, the same year.

“I didn’t want the company to be about Cindy Monroe. I wanted it to be about others.”

Cindy Monroe, founder — Our Tennessee magazine, August 2016

The years after the peak were about getting smaller and leaner. The company says it moved operations to Flower Mound, Texas in 2018. In January 2019, WCBE reported that Thirty-One would close its Columbus distribution center by the end of July that year, costing 620 jobs. By its final years the company listed its address as 951 Garden Ridge Parkway, Flower Mound, Texas.

Thirty-One sold bags that solved everyday problems. The company called the Large Utility Tote its number one bestseller and “the all-time customer favorite.” It was a big, open, rectangular tote with sturdy straps, used for groceries, sports gear, car clutter and classroom supplies.

• Utility and organizing totes: large and small utility totes, zip-top organizers and open totes with outside pockets.
• Thermal bags: insulated lunch bags, cooler totes and picnic-style thermals.
• Purses and travel: handbags, crossbodies, weekenders and duffels.
• Small goods: zipper pouches, cosmetic cases and accessories.
• Home storage: fabric bins, caddies and organizers for closets and cars.

Personalization was the heart of the line. Shoppers chose a print each season, then added an embroidered name, monogram, icon or short phrase in their choice of font and thread color. In later years the company also promoted sustainable fabrics. Prices were moderate for party-plan goods: the old Direct Sales Aid profile noted items from a $3 nail file up to about $60 for a large bag, with monthly customer specials on top.

Sellers were called Consultants. They sold at in-person and online parties, took retail orders through a personal Thirty-One website, and ran fundraisers and vendor shows. Hosts were called Insiders. Insiders earned discounts, free products and exclusive items when their party qualified. Products shipped from the company, so Consultants did not need to carry inventory.

Enrollment Kit

New Consultants joined by buying an Enrollment Kit. For years it cost $99, a price the old Direct Sales Aid profile called “an unheard-of price for a direct sales starter kit.” By September 2024 the standard kit was $133 and held nine top-selling styles in set prints and personalization designs, which the company valued at $487. A limited-time $31 mini kit with four items was also offered that month.

Pay

In 2024, the company advertised a 20% commission on every sale plus 5% back in product credit on retail sales, and a 40% discount on products for Consultants. A Jumpstart program paid product credits for sales and new recruits in a Consultant’s first 60 days. Commission was paid twice a month. Consultants who built a team could move up the company’s career path to earn bonuses and team commissions; the details were set out in a Career Path booklet and an income disclosure statement, which were available to Consultants. There was also an annual conference called IMPACT and incentive trips for top sellers.

Thirty-One announced its closure on October 22, 2024. Consultants were given about 30 minutes’ notice of a webinar, where a pre-recorded video from Cindy Monroe told them the company was shutting down, Distractify reported the next day. Monroe also wrote on Facebook, as quoted by USA Today: “I shared with our internal team yesterday that we will close Thirty-One at the end of this year.” The company did not give a public reason.

“Your support over the years has shaped our brand into something very special. YOU are why we are Thirty-One, and I thank you from the bottom of my heart.”

Cindy Monroe, founder — Thirty-One Gifts farewell page (mythirtyone.com), December 2024

Ordering wound down in the weeks before Christmas. Distractify reported that Consultant websites would go dark on December 16, 2024, with the company closing on December 31. By December 19, 2024, the shopping site had been replaced with a farewell page headed “Thank you for being a part of our story.” It said the company had helped “hundreds of thousands of Consultants” earn income since 2003 and was “closing this chapter with deep gratitude.”

Today the brand is gone. The thirtyonegifts.com domain now shows a parked placeholder page, and the mythirtyone.com shop no longer loads. Former Consultants kept whatever stock they had bought but cannot order more. Second-hand Thirty-One bags still turn up on resale sites. People who miss the party format can look at live companies such as Scentsy, Pampered Chef or Norwex on Direct Sales Aid, for example Pampered Chef. You can still see the Thirty-One products page from our archive.