Paula Shulman, CAS, a member of the promotional products industry for more than 40 years, has passed away, according to an announcement from Prime Line.

Shulman joined the supplier in 1982 as one of its first executive managers, quickly rising the ranks to vice president of sales. After alphabroder acquired Prime Line in 2017, she became president of PMS Consulting, focusing on strategic guidance for trade shows, sales transition, industry events and new product development.  

“Paula has been a consistent face of our company for the last 35 years and is much loved and respected in the industry,” says Eric Levin, general manager at Prime Line. “She contributed in so many ways to help build Prime into what it is today. Paula is and will always be a cherished member of Prime and the Lederer families.”

RELATED: Paula Shulman, CAS: A Leader With A Glow

A longtime volunteer and fierce industry advocate and mentor, Shulman served on many PPAI advisory, action groups, committees and councils. In 2020, she received PPAI’s Woman of Achievement Award.

  • She has been honored as a PPAI Fellow and was a board trustee for the Promotional Products Education Foundation from 2015-2018.
  • She served on the Specialty Advertising Association of Greater New York board of directors from 2006-2013 and as board president from 2011-2012.
  • She also served on the board of the Premier Group for many years and as chair from 2017-2018.


Shulman also gave back to her community. She was a longtime volunteer at the Elayne and James Schoke Jewish Family Service of Fairfield County, which carries a mission to help sustain families and individuals through life’s challenges.

[Paula] contributed in so many ways to help build Prime into what it is today.”

Eric Levin

GM, Prime Line

Additionally, she dedicated her time to the Food Pantry and Meals on Wheels delivery program. She also served on the Sisterhood Board of Directors at Temple Beth El.

In nominating Shulman for the Woman of Achievement Award, Kippie Helzel, MAS, wrote, “Paula set the standards for a whole lot of women, both in her generation as well as those younger and older. Leading by example and being dedicated to her company and to customers, Paula has also shown her leadership as a mentor and friend to so many, regardless of whether that relationship would help her business or not.

“She has mentored, friended and helped distributors, suppliers, friends, foes – she would do anything for anybody, always with a ‘why not’ attitude. Paula has set herself as the ultimate example of a woman who believes that when one wins, we all win.”