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Stella & Dot - Beautiful Branding for a Jewelry Company

If you're a woman of a certain age you've probably been to at least one Stella & Dot party in the past year. They're like the Tupperware of jewlery--you can only buy their stuff through one of their representatives, or "stylists," as they are known. I got invited to a party at my sister's a couple of months ago and also hosted a party of my own and have come away with a newfound appreciation for their sophisticated branding efforts.

I first became aware of Stella & Dot maybe 5-6 years ago when I was invited to a party by a friend. At the time I thought their stuff was "cute" but it seems they've come quite a long way since that time I bought a shamrock charm on a silk cord. They'd expanded their line and now sell bags, wallets, scarves and other accessories in addition to the jewelry, the selection of which also seems to have greatly increased.

I was first very impressed with their printed catalog: it's beautifully photographed and designed, as you can see in the example spread below:

Their website is also very nicely done, perfectly coordinated with their printed materials, all conveying a sense of effortless sophisticated elegance that's also down-to-earth. It's aspirational and attainable at the same time, which is no mean feat. Here's a screencap of their website:


It's only after I'd gotten my first shipment from them that I realized just how much thought and effort they'd put into a seamless branding experience. Even though the package you get is a standard plain brown cardboard box, when you open it, a little Stella & Dot world pops out, down to their very own specially branded puffy space fillers:




I'm sure most of their customers just have a nice experience interacting with their materials without really analyzing WHY they're having a nice experience, but as a design professional, noticing stuff like this is an occupational hazard. I was truly impressed and a little jealous that somebody got to work on this project, lol. I personally love all the stuff I've gotten from them, but a part of that is from knowing that I'm dealing with a company who understands the value of a powerful and consistent brand that is also beautifully designed. If they pay half as much attention to their actual product, it's probably pretty darn good. And even though it's not really their business model, with some successful online-only brands venturing into brick-and-mortar spaces (such as Warby Parker), I can easily imagine how well the Stella & Dot brand could extend into physical stores. 

- Stephanie Han

Stephanie is a Senior Art Director at JDA Inc, a graphic design firm that specializes in supporting companies' branding and retail efforts with a Unified Marketing approach. To learn more, click here.

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