Home Party Scene

Home Party Scene is Big Business

The Townsman, August 7, 2003

By Andrea Dickey

The home shopping trend started with Tupperware parties, and how there are parties in people’s homes to sell makeup, baskets – even lingerie. Andover’s Tricia Mahoney has combined this concept with her passion for jewelry and turned into StylishShe, a company that sells affordable jewelry at home parties.

“It’s a store without a storefront,” says Mahoney.

Shopper Lisa Bradshaw of Andover invited 15 women for some wind and StylishShe jewelry at her home in June. “It wasn’t like anything else I had ever seen before. You wouldn’t find this type of jewelry at a department store,” she said. She was impressed with the large variety of jewelry.

Mahoney sets the jewelry up in shadow boxes, and says she lets them sell themselves. Bradshaw said, “Whenever I wear my jewelry, people always comment on it.” She describes StylishShe evens as relaxed and social.

“A friend of mine thinks she might have a party now,” said Bradshaw.

“It was fun because you weren’t just sitting and listening to somebody,” said Bradshaw. “You could try every piece of jewelry on if you wanted. Some of my friends did!” She recalls at least 12 people leaving with jewelry that night.

Pam Wilkie, now a ‘SHEfinder’ for Mahoney, also had a party in June, so “the mom’s could get together.” A SHEfinder is a networker and scheduler for StylishShe events. Wilkie put out bagels and juice, and, because she was the hostess, got 10 percent of the gross sales to use to buy jewelry for herself.

“StylishShe is very different from other home-based businesses,” says Mahoney. “I pride myself in having a no-pressure shopping event.” Although Mahoney does not reveal the names of the 16 designers she uses, she is accommodating the many senses of style. The pieces of jewelry she selects include an exclusive line of Venetian glass pieces, authentic Cape Cod sea glass, sterling silver, precious and semi-precious stones, knits, crystals and ethnic-style designs. Many of the designers she features will create custom pieces for StylishShe clients.

Mahoney says her success has allowed her to hire her first employee, Andover resident Kerry Baker, a colleague and former executive recruiter for CMGI, Inc., as a personal style consultant. “It’s so different from retail. It’s unique. It’s social. It’s comfortable,” Baker says. “We have a blend of artist that fit several different styles and prices.” Pieces range from $18 to $400. Mahoney maintains that with prices so versatile, clients can customize different pieces for different outfits.

Mahoney founded StylishShe last October after leaving her job as director of corporate marketing at CMGI, the struggling Internet company formerly located at Brickstone Square, and followed her dream. “I’ve always been totally into fashion, accessories and especially jewelry,” Mahoney said, “and the market wasn’t that great.”

Mahoney offers clients an online “wish list.” When clients start a wish list, they are given their own Web page to list items they like. They can tell others about their wish list, such as husbands, boyfriends or friends, and these people can view and select items for presents. Mahoney says women ages 30 to 50 are her “sweet spot,” but she would like to tap into the 20-something crowd.