Raking in more than six figures her first year in business, Jennifer Samuels isn’t your typical kitchen table entrepreneur. But then neither is her mother. Lemont’s Samuels, who is the sole provider for her family of five, and mother Debbie Rotkvich, a 17-year veteran direct seller from Burr Ridge who netted more than $3 million last year, are star producers for Lia Sophia, a direct sales jewelry business based in Wood Dale.

The two are among 27,000 independent sales representatives who collectively sell more than $100 million of the fashion jewelry at house parties each year. “Our family is supported by Lia Sophia,” said Samuels, whose husband stays home with their children while she and her sales team of 600 associates sell $700,000 a month in jewelry. “The bulk of the money comes from other sales reps I’ve brought in,” said Samuels, who earns commission from team sales. Samuels is continuing to expand through recruitment of motivated women who like the idea of being their own boss. “A lot of women now need to find jobs but they don’t want to have to put their kids in day care,” she said.

Those who succeed in direct selling tend to be highly motivated self-starters with enough savings to see them through the early months until their businesses get going. The Washington, D.C.-based Direct Selling Association reported direct sales as a whole declined 4 percent, to $30.8 billion, in 2007. Lia Sophia announced its business grew 55 percent in 2007.

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Instead, direct selling has expanded to a variety of items and services sold by millions of people.

Be they “advisers,” “consultants” or “demonstrators,” those peddling products do so in a business that has grown by nearly 39 percent in the past decade.And instead of going door-to-door, they’re now selling living room-to-living room.

“People love the opportunity to get together with friends and shop,” said Amy Robinson, spokeswoman for the Washington, D.C.-based Direct Selling Association.

“It really gives people an opportunity to shop for something they love in a relaxed atmosphere, an excuse to get together with friends and family,” she said. “So many people have full day planners. The first things to go are social engagements.”

Those gatherings can be rather fruitful. Between 1997 and 2006, direct sales in the United States grew from approximately $22.21 billion to an estimated $32.18 billion, according to figures compiled by the Direct Selling Association. Sales did drop slightly last year to about $30.8 billion, Robinson said.

And for the people working from home, the money definitely doesn’t hurt.

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