Social Commerce Startup Ruby Ribbon Mobilizes Network of Independent Stylists

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Technology-Empowered Sales Team Selling Across the Nation

Ruby Ribbon, a venture backed social selling company, announced today that it has signed on its first Independent Stylists in a number of U.S cities, each of whom is supported by the recently launched website and order platform.

Backed by Trinity Ventures, Menlo Park, CA, the company, launched in May, has created an apparel line that is sold exclusively through social commerce. Targeting the multi-billion dollar women’s apparel market as well as the fast-growing shapewear sector, Ruby Ribbon’s product line contains traditional shapewear undergarments, as well as apparel basics (like t-shirts) with shaping built in.

The Ruby Ribbon line is sold by women who work for themselves as Independent Stylists, selling the collection via their own ecommerce websites as well as in-home parties, open houses, and one on one. The first Ruby Ribbon Stylists began selling August 1, and upcoming events are scheduled in California, Pennsylvania, Connecticut, New York, Texas, Maine, Maryland and Oregon.

The Stylists’ businesses are supported by the corporate arm of Ruby Ribbon and provided with product, brand guidance, training, an order platform, and other technologies. “We have been delighted by the pace of hiring and sales that have been set by our first Stylists,” said company CEO and Founder, Anna Zornosa. “The Stylists’ first events have exceeded our expectations as fun, service-oriented opportunities where women can try on clothes with the support of their friends.”

The company also announced the addition of two seasoned direct sales veterans who, as Independent Stylists, will build teams on the West Coast and East Coast. Shelley Hess, from Laytonsville, Maryland, brings six years of experience to Ruby Ribbon as a former Director at Private Quarters, and has begun to build a team whose first members are located in Maryland, Virginia and Maine. Chrys Hoffman, based in Danville, CA., spent 8 years as a consultant with Carol Anderson By Invitation (CABI), and is already supporting a team with members in Northern and Southern California and Texas.

First Stylists: Technology-Enabled

Social commerce takes advantage of larger trends, including the pervasive use of social media--a tool proven to accelerate the growth of direct sellers’ businesses. Ruby Ribbon’s technology roadmap is aimed at enhancing Stylist productivity with social media tools and mobile applications. A survey of the founding stylists show they are ready for these tools because they are:
*Technology-enabled: 100% have a computer and a smartphone.
*Socially connected: 100% use Facebook, with an average of 150 friends; 72% use Pinterest regularly.
*Technology savvy: Text is the most common communication form with friends and family, and 90% have a digital camera.


Ruby Ribbon is a privately owned direct sales company selling apparel based on its own designs. Headquartered in Burlingame, CA and New York, NY, the company was founded by Anna Zornosa, a seasoned serial entrepreneur whose vision and passion is the creation of a company that contributes to women’s confidence both through its products and through the career opportunities it creates. Her partnership with Deborah Uri and the Ruby Ribbon Team has created a team deeply committed to its Independent Stylists and with deep expertise in social media, apparel, and direct sales.


Founded in 1986, Trinity Ventures is a top tier, early stage venture capital firm dedicated to partnering with passionate entrepreneurs to transform revolutionary ideas into reality. With over $1 billion under management, Trinity Ventures believes in personal engagement, mutual respect and goal alignment with the entrepreneurs. Trinity focuses on early stage and seed technology investments with particular emphasis on Social Commerce and Entertainment, Digital Media, Saas, and Cloud and Mobile Infrastructure. Trinity Ventures has invested in such leading commerce companies as Beachmint, Blue Nile, , InfoBlox, Kixeye, LoopNet, Photobucket, SciQuest, Starbucks, Gigi Hill, Trion Worlds and Zulily. 

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Erica Reitman

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