Store Orders and Sales Tools

Welcome to Soft Flex® Company, supplier of beading products to approved resellers worldwide. We provide the only choice in flexible beading wire, beads, findings, crimps, tools and more!

For over 19 years, we have excelled in serving the needs of quality minded
jewelry designers all over the world.

Authorized U.S.A. Distributors

distributor-beadsmith.jpg          distributor-euro.jpg          distributor-fs.jpg

Authorized Canadian Distributor


Authorized U.K. Distributor



testimonial-sfw.jpg “I have personally been using
your beading wire for my
own projects since early
2001, and I can say without a
doubt that Soft Flex beading
wire is far superior to all
new comers!"
~ Charlie, Heaven on Earth
See all testimonials

Why sell Soft Flex® beading wire?

buydirect-sfc.jpg Soft Flex® is the most trusted and recognized brand
name for beading wire - worldwide.
buydirect-knot.jpg Ours is the only stainless steel beading wire that can
be knotted, without weakened strength or breakage.
buydirect-color.jpg Soft Flex® beading wire has the broadest color selection.
buydirect-stw.jpg Soft Touch™ premium beading wire is 50% more supple
and flexible than any other wire in history.
buydirect-usa.jpg Soft Flex® wire and Soft Touch™ wire are manufactured
in the USA. 
Support the US economy and buy US
manufactured products.
buydirect-handchecked.jpg Every inch of wire is hand checked by our quality
assurance team.
buydirect-green.jpg Extreme™ wire is the first and only "green"
eco-friendly beading wire.

Benefits to shopping direct, online:

buydirect-gems.jpg Proprietary products that you just can’t find anywhere
else, including a long list of unique gemstone beads.
buydirect-shop.jpg One stop shopping for all Soft Flex® wire diameters
and colors.
buydirect-min.jpg No minimum order requirement.
buydirect-bulk.jpg Volume spool pricing available to qualified buyers.
buydirect-approval.jpg If we receive your application by noon (PST), we
will most likely review and approve on the same
day (Mon-Fri).
buydirect-shipping.jpg If we receive your order by noon (PST), we will
try to offer same day shipping (Mon-Fri).
U.S. Online Orders Over $65 Ship Free
buydirect-24-7.jpg Online shopping gives you secure and direct access to
shop at your convenience, 
24 hours a day - 7 days a
week with confidential bead store pricing.
buydirect-account.jpg Access your “account history” in “my account” to see
previous orders.
buydirect-guarantee.jpg 100% Satisfaction Risk Free Guarantee - We are
confident that our quality will meet if not exceed your
If you are not satisfied, we promise a
refund, credit, or exchange within 45 days of receiving
your order.

How do I buy direct?

In order to qualify for bead store pricing, you must purchase our wire for the purpose of reselling it on the wire spools.

If you have an existing account with us, click here to login.

If you do not have an existing account with us, please click here for our store account application to see confidential bead store pricing online. Please print and fill out the application, be sure to sign and return it to us by fax, mail or email. If we receive your application before noon, we will review and approve it on the same day. As soon as possible, you will be notified with your login and password to shop online.

Be sure to login before shopping to get your discounted prices. If you have trouble obtaining your login and password or are unable to see your store pricing, please contact us for assistance.

To return an account application:
Fax: (707) 938-3097, Attn: Bead Store Sales
Scan, attach and email:
Mail: Soft Flex Company, Attn: Bead Store Sales, PO Box 80, Sonoma, CA 95476

testimonial-metw.jpg “Soft Flex is the only beading wire
that I would ever use. 
I have used
the metallics wire and am very pleased
everything that I have purchased
from your company.”

~ Janet, J&J's Mostly Vintage Beads
See all testimonials


Sales Sheets for your use:

Free Project Ideas for your use:

Upon request, we can turn any of our
Free Beading Project Ideas online
into a PDF for your use.

Articles by Mike Sherman,
Soft Flex® Company Co-Owner:

Coming Soon

  • Eight Ways To Build Your Customer Base
  • Call A Lawyer

Other Materials for your use:

Free WigJig Project Ideas
for your use:

Videos by Mike Sherman,
Soft Flex® Company Co-Owner:

Find more videos on the
Soft Flex® Company YouTube page
Call toll-free 1-866-925-3539 or (707) 938-3539
Monday - Thursday: 7:30am - 4pm / PT and Friday: 7:30am - 3pm / PT
A live person will answer!