Spotlight Award Voices: Wrapping up 2025
We started 2025 introducing you to 13 visionaries in the gift and stationery industry, including retailers, manufacturers, sales managers and executives. Their stories are as diverse as our industry, and we want to continue to share their expertise and narratives with you.
We asked, they answered, and in each issue since we’ve shared with you some of their insights. Here, we present the final installment representing the Class of 2025, and keep an eye out for our upcoming Winter issue, which will name the 2026 Spotlight Award honorees.
What’s one piece of advice you’d give to someone looking to enter the gift and specialty retail space today?
CHRISTINA HALL, Sales Representative, Daniel Richards: I think stores need to think about location first and foremost. I see stores closing in areas that aren’t in the best location.
ERIK LEGENHAUSEN, Owner, Noble Mick’s & Lotus Jewelry Studio: You have to bring good product, but also brand it in a cool way. You can’t show up at a trade show with product on shelves and a vinyl logo anymore. You have to do
better than that if you want to sell and grow. Don’t be lazy.
LAUREN HAWKINS, Showroom Director & Senior Creative Specialist, CTW Home Collection: Stay true to your passion while remaining adaptable. The industry is constantly evolving with trends shifting and consumer preferences changing. It’s important to keep a pulse on what’s current, but equally crucial to offer products that feel authentic and unique. Build strong relationships with both customers and suppliers and be prepared to pivot when necessary. Don’t be afraid to embrace new technologies and marketing strategies, like social media and e-commerce, but always remember that
personal connection and storytelling will always resonate with consumers.
ANGELA SCHMOOK, Vice President of Operations & Marketing, Road Runners: Just do it! The gift and specialty retail space is full of opportunity, but success comes from taking the leap, staying adaptable and building strong relationships. It is hard work but rewarding.
RYAN MARTZ, Owner, Fire & Pine: I would recommend fleshing out their product locally while also walking a few trade shows. Join an organization, such as GSMA and/or GHTA. Have the confidence to go up and talk to vendors that may be in your sector and ask for advice. It is very rare for other vendors to be uber-protective. Most are happy to help. We have all been on the ground floor at one point.
DELANEY WOMACK, Co-Founder, Specialty Wholesale Talent Association (SWTA) and Vice President of NEST: You will love it! Pick a target market, one that resonates with your own consumer tastes will make it even more fun! Use ChatGPT to help you put together a plan and do market research to help identify product types that your customers would love and then once your plan is in place and location secured attend a market and start sourcing! Take your target market plan with you to market and if you meet with some reps share your plan with them and they will help suggest product for your needs as well as all post order customer service. The reps are a fantastic resource this industry has to offer retailers, should you as a retailer use them in the fullest capacity! When you use your reps to the fullest capacity, that’s when you have time to work on the business rather than just in the business.
LIESEL ANNE CALLAHAN, Business Owner, Artist & Designer, Liesel Anne Studios: Stay true to yourself and create what you genuinely love because passion and authenticity will set you apart. There is room for everyone in this industry, so instead of comparing yourself to others, focus on what makes your brand unique. Prioritize quality, customer experience and storytelling to build meaningful connections. Balance creativity with smart business decisions, stay adaptable and trust that when you create with joy and originality, you will find your place and just the right audience.
What role do trade shows and industry events play in shaping your business/ career strategies today?
HALL: I love the Atlanta Markets in January and July. It is a highlight of my year and an important part of my yearly sales. It is a great time to spend time getting to know my vendors on a personal level and spend time with my stores outside
their store. It seems that store owners are more relaxed outside of their store when they are ordering products.
LEGENHAUSEN: 100% without shows I would just be working in a bubble. I connect with reps and buyers. It’s exciting and inspiring to have a great show season. It’s when we get to be present and show what we have worked all year on. I love shows.
MARTZ: Trade shows for us are incredibly important. Since our products are fully customized, we rely on the opportunities to be face to face with our customers. Attending shows also gives us an opportunity to expand our professionals networking and sharing of ideas and strategies. Trade organization events are always fun during the shows. Annual conferences with GSMA and GHTA are also vital to our networking efforts.
As a leader/pioneer in the industry, how do you stay inspired and continue to push creative boundaries?
HAWKINS: Staying inspired and pushing creative boundaries requires both collaboration and curiosity. Our weekly team meetings provide a space to brainstorm, share ideas and refine concepts together, ensuring we stay ahead of trends while also bringing fresh perspectives to the table. I
also keep a close eye on social media, observing what retailers and wholesalers are excited about, as well as following influencers, designers and global trends to see where the industry is headed. Inspiration often comes from unexpected places, so I make it a point to stay open-minded — whether it’s through travel, art, nature or simply listening to what customers are looking for.
DILLON WOMACK, Co-Founder, Specialty Wholesale Talent Association (SWTA), and Vice President of Product at MarketTime: My industry peers drive me to push my creative boundaries. Being young in this industry you can certainly see a lot of things that can change for the better and often have a different approach to things. It also doesn’t hurt that NEST is a family business so it’s always business in most conversations we have which, when you are a part of something where you can contribute a lot, it’s easy to stay inspired. For me personally, between NEST and SWTA, working alongside Delaney really keeps me inspired because even though we are very similar, we often have different approaches to solving/overcoming challenges and it keeps that creativity needle moving forward.
CALLAHAN: I stay inspired by staying curious — always observing the world around me, from interior design and fashion to nature and everyday moments. Creativity thrives when you remain open to new ideas while staying true to your own style. I also push myself by experimenting with new techniques, exploring fresh concepts and listening to my customers. While I’m proud of what I’ve built, I know there’s always room to grow. By embracing both innovation and authenticity, I continue to evolve while keeping the heart of my brand intact.
