When Jessica Herrin had her "aha moment" she was standing in an elevator full of Mary Kay saleswomen after they had just attended their annual sales conference. In that short elevator ride, Herrin was struck by the women's excitement and affinity towards the brand they were selling.
Jessica Herrin, founder of Stella & Dot, sells jewelry. In fact, she sells lots of it -- $100 million worth last year alone -- by combining personal service with an e-commerce platform and social media. Herrin calls it "social selling."