Tupperware-style parties are the way forward for online shops

We thought we’d said goodbye to the Tupperware party — but accessories giant Stella & Dot is following the same successful model, says Claire Droney

The Stella & Dot London office is buzzing. There are women everywhere, trying on jewellery, holding goody bags, drinking wine, and flicking through the season’s look books. “I’ve got a spreadsheet with the best sellers on it,” says one woman. Made redundant during maternity leave last year, she decided to take on a seller’s (known as a stylist) role in Stella & Dot, and hold jewellery parties in her home.

“I always stock the top sellers, as well as a few key pieces,” she says, pointing out a spiky rose-gold bracelet as a stellar seller. One woman began selling after her children had grown up, and another heard about it from a client in her hairdressing salon and liked the idea of earning a few extra hundred pounds a month.