Ruby Ribbon Welcomed as Member of the Direct Sales Association

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Company reports fast growth, expanding presence as it completes first full year in business.

Ruby Ribbon announced today it has been accepted as a full member of the Direct Sales Association (DSA), an event that caps a series of firsts the company experienced during 2013, its first full year of operations.

In December, Ruby Ribbon cleared a stringent twelve-month application process with the DSA. Ruby Ribbon’s compensation plan, along with its policies and procedures, were reviewed to ensure Ruby Ribbon complies with the DSA’s Code of Ethics and with all US laws and regulations that affect direct selling companies.

The company, founded in 2012, sells its unique line of apparel exclusively through Independent Stylists who sell the product at pop-up retail events. Ruby Ribbon also reported additional significant milestones in 2013, including:

  •     Completion of its Series B fundraising, with Mohr Davidow Ventures leading the $8.5 Million round;
  •     Stylists now represent the brand in over 40 states, with nearly 300 women selling the product;
  •     Growth in activity to an average of 7 pop-up sales events per day.

In addition, in the 4th quarter of 2013, two Independent Stylists reached Director-level on the company’s compensation plan. One of these newly promoted Directors, Regina Viscount of Atlantic City, NJ, became a Director within 10 months of launching her own Ruby Ribbon business; the other, Chrys Hoffman, joined the company before its launch. Director level achievement is significant because it requires a woman to mentor at least three Stylists to a level of Leader; to become a Leader, the Stylist mentors a group of saleswomen that collectively sell $4500 per month.

“Our stylist network is at the core of the Ruby Ribbon business,” said Ruby Ribbon Founder and CEO Anna Zornosa. “Our entrepreneurs understand there is significant earning potential, based on our business model. Stylists are able to create their own businesses on their own terms: a winning formula for everyone involved.”

Ruby Ribbon, which offers Shaping Essentials and chic shapewear that includes proprietary shaping technology Intomi by Ruby Ribbon®, chose to sell it’s products through technology-enabled Independent Stylists in order to offer customers a high-touch, service-rich experience. Most customers first encounter Ruby Ribbon products at an event where they have the opportunity to try on products and receive advice from a trained fit expert. This has resulted in both extreme customer satisfaction (more than 90% of customers reported high levels of satisfaction in a survey conducted by a third party), as well as product return rates of less than 3%. Customers can also purchase products online, usually using a Stylists’ ecommerce site, which is provided by Ruby Ribbon.

“What is so great about Ruby Ribbon is that there are no other products like the company’s Shaping Essentials and shapewear on the market, so the products really resonate with the customer,” said Viscount.

About Ruby Ribbon
Ruby Ribbon is a new social selling apparel company, supported by a nationwide network of independent personal stylists, which sells shapewear and Shaping Essentials constructed with its unique Intomi by Ruby Ribbon® technology. The company has created the category of Shaping Essentials – classic wardrobe staples such as t-shirts, leggings and skirts - that have shapewear built right in. All Ruby Ribbon products are sold exclusively through in-home or in-office “pop up” events. Stylists use the latest in social media and technology to build their businesses and increase their sales footprint while drawing inspiration from Ruby Ribbon's core beliefs: entrepreneurship, friendship and camaraderie. Ruby Ribbon raised an initial Series A financing round of $3.2m led by Trinity Ventures in 2011. It raised an additional $8.5m in 2012, led by Mohr Davidow Ventures. Founded in 2011, Ruby Ribbon is based in Burlingame, CA. The company has been featured in national and regional press, such as SELF, Wall Street Journal, Women’s Wear Daily, Silicon Valley Business Journal, and Crain’s New York.

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Deborah Uri
Ruby Ribbon
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