I don't see any evidence of a pyramid scheme here, which is unsustainable. This model is similar to what, e.g. Miglio has used for decades (http://www.miglio.c

I don't see any evidence of a pyramid scheme here, which is unsustainable. This model is similar to what, e.g. Miglio has used for decades (http://www.miglio.com/ http://www.miglio.com/). That being said, the growth is suspicious when you consider there are established players. It smells more like modified multi-level marketing scheme, which when you read the following is not surprising, and fits your 16-year-old-as-marketing theory: "According to CEO Robin Crossman, employee numbers fluctuate tend to fluctuate." ... "Crossman, who had previously acted as a consultant with the company for several months early this year before becoming CEO in May, boasts a resume that includes Amway Global..." It sounds like the original business was a straightforward jewelry side business, which ended up becoming something like an "Amway Jewelry" once Crossman got involved.