Our Story

How it all began…

In December 2013, 14 year old Shelby asked her mother for a pair of $200 boots because they had a cute bow on the back. Her mom was not willing to spend that amount of money on something that she would outgrow, grow bored with or just get ruined in the rain, so the answer was NO. Mom said work for what you want or create it yourself.
Shelby (14) and her fashion fabulous (9)  brother Gordon (Gordy) decided that they could find a way to create the same look, using her own boots and adding colorful bows. They began making Boot Bling where they would clip bows on the back or side of Shelby’s boots and began researching interchangeable jewelry to hang cute things from her boot clips and found several ways you could express yourself. They began to look at Memory Lockets and charms that had a special meaning to each person. They added our Snap and Poppers and quickly began to make custom designs and build the larger part of the company. YSE has the largest collection of Poppers in the world and focuses on designs that share each person’s passion in life, as well as, the beautiful stones and crystals. They are building a brand that the entire family could enjoy and afford. 
Can you believe a name, logo, website and a continuous stream of 2900 new products and designs began just 18 months ago. 
While the sibling team shopped wholesale factories to find great items to offer, hosted in home parties and vendor shows, their parents realized that offering these fun products at an affordable price would still allow everyone the chance to be creative while expressing themselves, earn money to buy things they want or need and begin to build a strong work ethic. Since their styles are drastically different, it’s not always an easy or quiet process to build the collection, but they have the same goal in mind. The focus is on quality and affordability that offers something for the husband, wife, kids, grandparents and even the family pet.

They began offering the Work from Home opportunity in August of 2014, after meeting families with similar financial needs at trade shows, but never imagined it would be this successful. The Wholesale program began in January of 2015 and has grown to more than 200 stores. The local showroom was opened in December 2014, after local customers wanted to build their collection on a weekly basis, not just during a show or event. Everyone wanted to be a part of it and it was clear that YSE had something special at a price point that would allow anyone to wear beautiful jewelry.

Now you may wonder how a 9 year old boy would have any idea what the girls would like. Since Pre-K he has been one of only 5 boys in a classroom swarming with girls, 20 girls to be exact. The sister/brother team will be the first to tell you, this is not just for the girls or kids. The idea of having a business that allows you to change and be the unique person you were born to be is fun and exciting. No matter your age or passions in life, there is something for everyone and this is an affordable, creative and unique way to show it off. Why wear what others create when you can create what you love to wear? Everyone should be able to afford beautiful jewelry.

In 2016, just a year and half after the idea/company began, Shelby has been in numerous magazines and national and local TV appearances, all while maintaining an A/B average in AP classes, home school this current year due to so much travel and playing soccer on a all girls team. The company grew because Shelby was hoping to get a job to help her parents pay for her high school tuition but managed to start her own business and is now in school 2 days a week and studies at home 3 so she can travel and show her collection across the country to get into more store. Gordy now draws many of our custom Poppers that all have an abstract design and are becoming fun collector’s items. You can view a few under Gordy The Great.

In February 2015, Shelby was invited to be on The View with Rosie O’Donnell, which was an amazing experience and gave her nationwide exposure. Mrs. O’Donnell, a huge supporter of children’s organizations, has allowed Shelby to create her beautiful artwork on custom Poppers with a portion of the proceeds being donated to Broadway Kids in NYC. We made it to Shark Tank and aired May 6th but did not get a deal. We are growing on our own and will try again.

The siblings can agree on one more thing…they’re not just lucky, they’re blessed to have this opportunity and ability to meet great people and create their own company. 

Many ask what Shelby would do if she became wildly successful and her perfect kid response is... " Buy a large piece of land and care of as many shelter dogs as it can hold." 

This is our third catalog and are so excited to share of all the new items and collections from ShelClarie Coins to the GoGo Holders both names after Shelby Claire and Gordy (GoGo).

Shelby & Gordy (the Great)

#sharktank #createwearchange #yse

Growing Up!