Who owns Thirty-One Gifts and why is it closing? Internet reacts as TikTok video on the reason behind closure goes viral 

On October 23, news surfaced that the direct sales and multi-level marketing company Thirty-One Gifts, now owned by investment firm Kanbrick, was closing its operations by the end of this year. The news was confirmed by an official statement from the founder Cindy Monroe posted to the Instagram account of the company, which cherished the "21 years of stitching our way into the lives of so many."

“I shared with our internal team yesterday that we will close Thirty-One at the end of this year. I am so proud that our BAG story has been so much more than about the bag. I am proud that thousands of you are woven through our story, through MY story, and I wanted to Say THANK YOU!”

While the exact reason behind the closing initially remained undisclosed, the website Direct Selling News reported that Cindy Monroe informed the company's field leaders and consultants of her decision to end operations via a pre-recorded video statement.

Subsequently, a TikToker named Sarah Jean (@wildmamasociety) posted a video on the platform explaining the same. Headlined and captioned, “BREAKING NEWS: Thirty-One Gifts CLOSING this December. #mlm #thirtyonegifts,” the clip shared:

“One of the founders did a video release in the last 24 hours basically telling everybody that they are going to be closing Thirty-One Gifts. They are not continuing business and they will officially stop business come December.”

The TikTok video also showed a glimpse of Cindy Monroe’s announcement via a pre-recorded video where she said:

“So, it is with a broken heart that I have decided to close Thirty-One in December of this year. There simply is no financially feasible way to continue doing business in a way that allows us to provide the opportunity and benefits we have offered to you our treasured consultants and cover the costs past, present, and future of doing business.”

TikToker shares the reason behind Thirty-One's closure. (Image via TikTok)

In the wake of this now-viral TikTok video, fans of the company are now reacting to the news of Thirty-One Gifts’ year-end closure in the comment section. Many pointed out how much they loved using the company’s tote or utility bags, while others regretted the closure.

TikTok users comment on 31 Gifts' closure. (Image via TikTok)

TikTok users comments on 31 Gifts' shutdown. (Image via TikTok)

Notably, several others on Reddit also shared the news. User @mongo_man posted on the @r/MLM community page, claiming: “Thirty-One Gifts announced they are closing down December 15. Slow sales and private equity debt doomed the bag company.”

In the comment section, others confirmed the news. One Redditor (@Successful-House9790) wrote:

“Hi. I am a current consultant with Thirty-One Gifts and have been for almost 4 years. The field was given about a 30-minute warning yesterday 10/22 that there would be a webinar at 12:30 pm ET. The founder/CEO Cindy Monroe did a pre-recorded video explaining that the company would close effectively 12/31. The field has only been given broad strokes on how the next 8 weeks will go as consultants’ websites will go dark on 12/16.”

Likewise, Reddit user @Active_Ad_9157 also shared, “It was announced in consultant groups today. I'm not sure when it's going to be officially made public.”

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All you need to know about Thirty-One Gifts

Thirty-One Gifts was founded by Cindy Monroe in 2003 as a direct selling and multi-level marketing company that retailed items including personalized bags such as utility, totes, crossbodies; travel necessities; gifts; home decor; and more.

According to her LinkedIn bio, she launched the firm in the basement of her home in Chattanooga, Tennessee.

“Today I continue to build relationships with our sales consultants all over the country and to build strategic plans to grow and expand our brand. Currently, I serve on the Board of Directors for the Direct Selling Association and on the Advisory Board of Nationwide Children's Hospital of Columbus Foundation,” the bio further read.

During a sit-down with Direct Selling News in 2019, Cindy Monroe explained that the purpose behind Thirty-One Gifts was to “give women an opportunity to earn extra income while being able to stay at home with their children or have a second income with a flexible schedule.”

Notably, the following year, amid the COVID-19 lockdown, the company changed its ownership when investment firm Kanbrick purchased it and also became a partner.

In 2024, apart from Thirty-One, many other direct-selling companies also shut down operations including BODi, Seint and Rodan + Fields, Beautycounter, and more.