▁direct ▁sales ▁model ▁which ▁uses ▁independent ▁sales ▁consult ants . ▁The ▁company ▁s ells ▁materials ▁and ▁tools ▁to ▁the ▁consult ants ▁and ▁receives ▁a ▁percent ▁of ▁their ▁prof its . ▁As ▁of ▁ 2 0 1 5 , ▁the ▁company ▁s ells ▁through ▁more ▁than ▁ 6 0 , 0 0 0 ▁independent ▁sales ▁consult ants ▁( which ▁the ▁company ▁calls ▁" in dependent ▁design ers "), ▁primarily ▁using ▁in - home ▁parties . ▁Cons ult ants ▁buy ▁k its ▁from ▁the ▁company , ▁including ▁ch ains , ▁char ms , ▁and ▁lock ets , ▁and ▁make ▁their ▁own ▁j ew el ry ▁to ▁sell . ▁Cons ult ants ▁are ▁mostly ▁women ▁in ▁their ▁ 3 0 s . ▁ ▁The ▁company ▁is ▁owned ▁by ▁the ▁We ems ▁family ▁and ▁a ▁number ▁of ▁execut ives ▁were ▁members ▁of ▁the ▁family . ▁We ems ' ▁uncle ▁John ▁We ems ▁was ▁vice ▁president ▁of ▁IT ▁and ▁We ems ' ▁a unt , ▁Jess ica ▁Rein hart , ▁worked ▁in ▁market ing . ▁We ems ' ▁uncle , ▁Jeff ▁Rein hart , ▁is ▁CO O . ▁Jeff ▁Rein hart ▁replaced ▁John ▁We ems ▁as ▁CO O . ▁Though ▁Isabel la ▁We ems ▁founded ▁the ▁company , ▁she ▁worked ▁as ▁an ▁intern ▁for ▁it ▁after ▁high ▁school ▁gradu ation . ▁Chr iss y ▁We ems , ▁B ella ' s ▁mother , ▁is ▁the ▁current ▁President ▁and ▁Co - found er ▁of ▁the ▁company . ▁ ▁We ems ▁designed ▁and ▁produced ▁the ▁company ' s ▁first ▁line