Entrepreneur Of The Year 2011
The Road to Palm Springs
Cindy Monroe launched Thirty-One in the basement of her family home eight years ago with two employees by her side. She held the first party, recruited the first consultant, helped create the first products and monogrammed the first bag.
Thirty-One may be structured as a direct marketing company, but its purpose is not to sell products – it is to change lives. The company’s name comes from the Bible verses of Proverbs 31, and its mission to celebrate, encourage and reward women by offering quality “products with a purpose” and an outstanding opportunity to become successful business owners.
The focus at the beginning was helping others find financial stability. The only thing that has changed since then is the number of people impacted. The focus today remains helping the company’s more than 40,000 independent consultant sales force and 1,200 employees.
The company used the first six months of 2011 to focus on products, quality, logistics and consultant services. The thought was that if the consultants and their customers are not receiving a stellar experience every time they order, they could look to alternative products. Monroe had a complete logistics review done so no product was ever on back order, the consultants received commissions on time as promised and the corporate focus remains on the founding principle of helping others. Today Thirty-One is the top direct selling company in the purses, totes and organization category.