Like many women, Evans pursued a career as an in-home sales consultant to help her family’s bottom line. Companies such as Pure Romance, founded in CEO Patty Brisben’s Loveland home 17 years ago, offer financial rewards and the opportunity to set their own schedules, appealing options to women who need income and flexibility.
It’s a model that gained national prominence as families lost traditional jobs during the recession and turned to direct selling instead. More than 1 million direct sales jobs were added in 2009 – and at least 82 percent went to women, the Direct Selling Association says.
Last year, Pure Romance reported a 37 percent increase in sales – compared to a 3.7 percent growth for retail sales overall, the National Retail Federation says. The company is now a $100 million-a-year business with 70,000 independent consultants throughout the United States, Canada, Puerto Rico and the Virgin Islands.
“Direct selling is an option for supplementing an income, or replacing a lost income in a household,” association spokesperson Amy Robinson said. “This made it popular during the recession. More of the product categories in direct selling tend to appeal to women. So naturally it attracts more women.”
Logo from Pure Romance