Overview, company details, product information, news, events, rankings and Rep listings for Origami Owl.
Origami Owl remains active as a jewelry brand at origamiowl.com, but the old MLM-style direct-selling model has changed. The company was founded in 2010 by Bella Weems-Lambert, who started the business as a teenager with the goal of earning money for a car. Origami Owl became known for customizable “Living Lockets” and charms, and by 2014 the company had more than 60,000 independent Designers and was projected to generate more than $250 million in annual revenue.
Origami Owl’s product line centers on personalized jewelry, including Living Lockets, mini charms, charm pendants, necklaces, chains, earrings, rings, bracelets, and licensed collaborations with brands such as Disney, Harry Potter, and DC/Justice League. The current site presents the company as a direct ecommerce jewelry brand and also promotes wholesale accounts for boutiques, gift shops, pop-up vendors, and event sellers. Current wholesale applicants must provide a valid business license, reseller permit/license, and sales-tax license.
The company previously operated as a multilevel direct-sales business through independent Designers and later became part of the broader Think Goodness brand collective. In 2023, Think Goodness moved away from the MLM structure and announced a single-level distribution model effective September 2023, ending upline/downline compensation and basing partner pay primarily on personal sales. Reported partner commissions under that revised model were 35%, increasing to 40% after $3,500 in retail sales, while affiliates earned 15% on referral-link sales.
Think Goodness, LLC, doing business as Origami Owl, LLC, filed for Chapter 11 Subchapter V bankruptcy in the U.S. Bankruptcy Court for the District of Arizona on February 12, 2025, case number 2:25-bk-01160. The Origami Owl brand continued operating afterward, with the current public business focused on ecommerce, subscriptions, and wholesale rather than the original MLM-style Designer opportunity. No major FTC enforcement action against Origami Owl was identified, although Origami Owl was included on the FTC’s 2021 Notice of Penalty Offenses recipient list, which the FTC states is not an indication that a listed company did anything wrong.
Original Npros business profile for Origami Owl, preserved below for archival purposes:
Origami Owl was founded in 2010 by a 14-year-old who sold her line of personalized jewelry to earn money to buy a car. Today the company’s signature jewelry collections are sold online and by Independent Designers at home parties and events.
At Origami Owl parties, customers create customized lockets by choosing their own locket, charms, chain, hand-stamped metal plate, and dangles. Most of Origami Owl’s jewelry sells for below $25.00.
Enrollment Options
Enrollment Options
Independent Designers can start their Origami Owl business with a Business Basics Package for $199.00, which includes basic business supplies, 4 lockets, 36 charms, jewelry supplies and 1 free month of personalized website. There are also larger packages available for $399.00, $799.00, or $2,599.00. Origami Owl Designers must be at least 14 years of age with a legal guardian signature.
Compensation Plan
Origami Owl Designers earn 50% on charms and 30% on all other jewelry. They can earn more by mentoring a team. Designers can also purchase jewelry from the company at 30-50% off retail through their Origami Owl back office.
Not available.
CHANDLER, Ariz., June 12, 2015 -- Origami Owl, an international jewelry company known for its customizable jewelry and signature Living Lockets, announced today the appointment of its new CEO, Brett Blake. The news comes on the heels of a series of positive changes the company has implemented over the last few months to support current U.S. sales and global expansion.
Blake's appointment as...
CHANDLER, Ariz., April 7, 2015 -- Origami Owl, a national jewelry company known for its customizable jewelry and signature Living Lockets, today announced its expansion into Canada. Currently sponsoring designers in both the U.S. and Puerto Rico, this is the social selling company's first expansion into international territory since the company's launch only four years ago.
With the growth ...
CHANDLER, Ariz., July 29, 2014 -- Origami Owl®, a national jewelry company known for its customizable jewelry and signature Living Lockets® hosted the O2 Grow Experience, their second annual conference, in Phoenix, Arizona this past weekend. More than 5,000 attendees descended upon the Phoenix area from across the country to see the latest product launches and participate in presentations desi...
CHANDLER, Ariz., April 10, 2014 -- Origami Owl®, the national social selling company that specializes in customized jewelry, announced its partnership with Childhelp®, the nation's oldest and largest nonprofit advocating for abused and neglected children. Millions of students across the country will receive access to Childhelp Speak Up Be Safe, a comprehensive child abuse and bullying prevention e...
CHANDLER, Ariz., Feb. 12, 2014 -- Custom jewelry company Origami Owl names two new top executives, looking to continue its remarkable growth.Deb Bursley, who joined the company in early 2013 as Senior Vice President of Marketing, directed a series of successful initiatives, including restructuring the Marketing, Communications and Creative Departments, and filling key leadership positions. Burs...
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