In surprising news that has left customers and consultants in shock, Thirty-One Gifts, also known as 31 Bags, has announced it is closing down. The Ohio-based direct sales company, which was once one of the fastest-growing companies in the U.S., will stop operations on April 30, 2025.
For many women across America, Thirty-One Gifts wasn’t just about bags—it was about community, independence, and creativity. Known for its stylish totes, purses, lunch bags, and home organizers, the brand became a favorite in homes, schools, and even office spaces. But after 20 years in business, the company says it’s time to say goodbye.
Let’s take a look at what happened—and why fans are so heartbroken.
Thirty-One Gifts was founded in 2003 by Cindy Monroe in Chattanooga, Tennessee. The name “Thirty-One” was inspired by Proverbs 31 from the Bible, which describes a woman who is hardworking, generous, and fearless. The company wanted to celebrate and empower women, both through its products and its business model.
It was not a regular retail company. Thirty-One Gifts followed a direct-selling model, meaning products were not sold in stores. Instead, the company relied on independent consultants—usually women—who hosted parties online or in-person to sell bags and earn commission.
At its peak in the early 2010s, Thirty-One had more than 60,000 consultants and reported hundreds of millions of dollars in sales. Their signature personalized totes, utility bags, and organizing solutions became very popular, especially with moms, teachers, and crafters.
In an emotional letter to consultants and customers, Cindy Monroe shared the heartbreaking decision to close Thirty-One Gifts. She admitted the company had faced several challenges in recent years, including changes in the economy, shopping habits, and the direct sales industry itself.
“Over the past few years, we’ve worked hard to adapt,” Monroe wrote. “But the truth is, the world is changing faster than we can keep up.”
Here are some of the biggest reasons why the company is shutting down:
Like many direct-selling companies, Thirty-One Gifts saw a drop in sales after the pandemic. While there was a brief boost in online shopping during lockdowns, it didn’t last. More people turned to Amazon and big box stores for convenience and fast shipping. That made it hard for consultants to compete.
Over the years, the direct selling industry has struggled. Companies like LuLaRoe, Avon, and Mary Kay have all seen big drops in sellers and sales. Some younger shoppers now see direct sales or “multi-level marketing” (MLM) as outdated or even suspicious.
Social media trends have changed too. While party-based selling worked great on Facebook in the early 2010s, today’s consumers prefer Instagram reels, TikToks, or influencer links. Thirty-One’s traditional model didn’t keep up fast enough.
Like many companies, Thirty-One Gifts faced increasing production and shipping costs. From supply chain issues to inflation, everything became more expensive. To stay profitable, the company had to raise prices—but that made it harder to attract new customers.
In 2020, Monroe stepped down as CEO and handed the reins to new leadership. While she stayed involved as Founder and Board Chair, some longtime fans felt the company lost its personal touch.
She returned as interim CEO in 2023, trying to revive the brand, but it may have been too late.
Thousands of independent consultants across the country built businesses around Thirty-One Gifts. Some did it part-time for extra income. Others made it a full-time career. For many, this isn’t just the end of a job—it’s the end of a dream.
On Facebook and Instagram, consultants have been sharing emotional goodbyes, thanking their customers and teammates for years of support. Many say they’re heartbroken but proud of what they built.
“This company changed my life,” wrote one consultant from Texas. “I paid off debt, made lifelong friends, and gained confidence. I’m sad, but I’m also grateful.”
The company has promised to support consultants through the transition. Their back office systems and websites will stay live through the end of April so sellers can finish up any final orders.
If you love your Thirty-One bags, don’t worry—you can still shop while supplies last. The final sale period is open now, and many items are already marked down. Once inventory runs out, that’s it. No more restocks.
The company says all customer orders will be honored and shipped before the closure date. Returns and exchanges are being accepted until mid-April.
Customers who still have product credits or gift cards are encouraged to use them quickly.
Cindy Monroe has not said what her next steps will be, but in her farewell message, she thanked the Thirty-One community with deep emotion.
“This has been the journey of a lifetime,” she wrote. “I’m forever changed by the people I’ve met and the lives we’ve touched.”
In the past, Monroe has spoken about her passion for helping women build confidence and success. She may choose to return to mentoring or even start a new company in the future.
Even as the business closes, many are reflecting on the memories, friendships, and personal growth that came from being part of the Thirty-One family.
From moms selling bags at baseball games, to teachers organizing classrooms with caddies, to thousands of women finding their voice through sales—it was more than just purses.
“I’ve made friends across the country,” said one consultant. “We laughed, we cried, we hustled, and we supported each other. Thirty-One was never just a job.”
Some loyal fans are still holding out hope that someone might buy the brand or bring it back someday. While the company hasn’t said anything about a relaunch, stranger things have happened. Brands like Toys “R” Us and Blockbuster have returned in new ways.
But for now, it looks like Thirty-One is truly closing the book on its two-decade story.
The closing of Thirty-One Gifts is more than just a business shutting down—it’s the end of an era. For millions of customers and tens of thousands of consultants, it’s a tough goodbye to a brand that stood for more than just bags.
As April 30 approaches, fans are rushing to grab their final favorites, share memories, and thank the company that gave them so much.
Whether you bought one tote or built a business, one thing is clear: Thirty-One Gifts made a big impact—and it won’t be forgotten anytime soon.
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