Premier Designs was a prominent American direct sales company specializing in affordable, high-fashion jewelry. Founded in 1985 by Andy and Joan Horner, it operated on a model that empowered individuals, primarily women, to build their own businesses as independent 'Jewelers' (stylists) by selling jewelry through home parties, personal showcases, and online. The company was well-regarded for its strong community focus, philanthropic efforts through 'The Golden Rule Foundation', and its commitment to enriching lives. In late 2020, Premier Designs ceased its direct operations and its assets were acquired by Initials, Inc., transitioning its community and legacy into a new marketplace called DVTD® (pronounced 'Devoted').
Served as the central hub for all corporate operations, including product design and development, warehousing, distribution, marketing, training, and support services for its nationwide network of independent stylists.
The facility likely included extensive warehousing for jewelry inventory, design studios, training rooms for stylists, and corporate administrative offices. Specific widely publicized architectural highlights are not common for this type of facility.
Premier Designs aimed to foster a supportive and empowering work culture, guided by its 'Golden Rule' philosophy (do unto others as you would have them do unto you) and principles of service, integrity, and community. It emphasized personal growth and success for its employees and stylists.
The Irving headquarters was the operational core of Premier Designs for over three decades, managing a large-scale direct sales business and supporting tens of thousands of independent entrepreneurs across the United States.
Premier Designs primarily operated within the United States. Its business model focused on empowering independent stylists across the U.S. to sell jewelry within their local communities and networks. While it had a significant national footprint, it did not have a notable international corporate presence or operations outside the U.S. All support functions, product development, and distribution were managed from its U.S. headquarters for its domestic market.
1551 Corporate Drive
Irving
Texas
USA
Address: N/A
Support for the national network of stylists was managed centrally from the headquarters and through a field leadership structure composed of experienced stylists, rather than through physical regional corporate offices.
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As of April 2025, Premier Designs' leadership includes:
Premier Designs has been backed by several prominent investors over the years, including:
Premier Designs was acquired in October 2020 and ceased independent operations. Therefore, there have been no executive hires or exits specifically for 'Premier Designs' as a standalone entity in the last 12 months. Any leadership changes were part of the acquisition and transition to DVTD prior to this period.
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As Premier Designs is no longer an independent operating entity, its corporate email domain (premierdesigns.com) is not actively used for new corporate communications. Historically, direct sales companies of its nature often used common formats like [first_initial][last]@[companydomain].com or [first].[last]@[companydomain].com for their corporate employees. Independent stylists would have used their personal email addresses.
Common historical examples: jdoe@premierdesigns.com or jane.doe@premierdesigns.com
Format
employee@premierdesigns.com (historical example)
Example
0 (Domain no longer in active use for Premier Designs corporate email)%
Success rate
Direct Selling News • October 29, 2020
Initials, Inc., a direct sales company specializing in personalized products, announced its acquisition of select assets of Premier Designs. This move aimed to transition Premier Designs' community of stylists to a new marketplace, DVTD (Devoted), under Initials, Inc....more
Various social media and DVTD announcements • November 2020
Following the acquisition, DVTD (Devoted) marketplace officially launched. It was positioned as a new platform for many former Premier Designs stylists and other vendors, focusing on products that 'give back' and fostering a community of 'Tastemakers'....more
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