Women’s History Month has been celebrated in the United States, United Kingdom and Australia every March since 1987.
- March 8 is International Women’s Day.
The month, which started as Women’s History Week in 1980, highlights women’s achievements in business, science, politics, sports and the arts. While acknowledging progress, it also recalls women’s struggles to achieve societal equality.
The theme of 2025’s Women’s History Month is “Moving Forward Together! Women Educating & Inspiring Generations.” This theme brings special attention to the women who’ve dedicated their lives to education, mentorship and leadership – a practice we see daily in the promotional products industry.
- There’s no better place to celebrate women in promo than PPAI’s Women Leadership Conference, which takes place June 23-25 in Coronado, California. Register now.
PPAI Media asked six industry professionals to share their experiences and insights as women in the promo field, as well as how they’re shaking things up.
PPAI Media: What does Women’s History Month mean to you, and how do you see its significance within the branded merchandise industry?
Stacy Stahl, Founder, Sweeter Cards (acquired by Maple Ridge Farms last year): Sweeter Cards has only been in the promo industry for a few years, but from day one, I was embraced and supported as a woman founder. Distributors and suppliers alike have been incredibly generous with their time, expertise and encouragement. This experience reinforced two key things for me.
First, the industry welcomes strong women with strong products and needs them. And second, there’s an openness to fresh ideas and innovation, making it an exciting space for female entrepreneurs. Finally, the promo industry thrives on relationships, and it’s a place where women can uplift each other while making a tangible impact on their business.
Stacy Stahl
Founder, Sweeter Cards
Emily Codner, Director of Affiliate Services, iPROMOTEu, PPAI 100’s No. 11 distributor: Women’s History Month is a time to reflect on where we began and how far we’ve come. I see it in the growth of groups for women to network and educate each other. For example, iPROMOTEu’s A Woman’s View started 10 years ago as a small gathering with snacks and wine.
This past year, we hosted 400 women across the promotional products industry, giving them space to meet, converse with each other and also learn to lead from the front row thanks to our keynote speaker, Marilyn Sherman. Our educational webinar presence continues to gain momentum, and we have a few new ideas we are looking to implement in 2025 and beyond.
PPAI Media: How can companies and the broader promo industry better support and elevate women — not just during Women’s History Month, but year-round?
Stahl: I’d love to see every presentation, pitch and sales meeting include a woman-founded or minority-owned section. Recognizing and differentiating these businesses isn’t just about visibility – it’s about thoughtful decision-making.
Sure, there are times when a big supplier is the best fit, but often, end-recipients would appreciate the thoughtfulness behind choosing a supplier with a unique story, a social impact or an intentional supply chain. Making that a standard part of the conversation would be a game-changer.
Mykayla Goodwin, Vice President of Strategy and Marketing, OrderMyGear: Intentionally highlight stories of successful women in the workplace and the media. The people we celebrate and use as examples of what success looks like are often men. This is something we recognized we were guilty of at OrderMyGear.
Mykayla Goodwin
VP of Strategy & Marketing, OrderMyGear
Motivational stories and quotes shared during company meetings were almost exclusively about men, which left the women in the audience feeling unseen. We course-corrected and now intentionally use examples of both men and women to communicate and reinforce messages.
I’d also encourage companies and organizations with platforms like PPAI to continue highlighting and celebrating women in articles, booking them as guest speakers at events and generally telling their stories with the same frequency and enthusiasm as men.
Codner: Give women the space to be heard – not just physically, but the freedom to share their ideas, thoughts and feelings without hesitation. Too often, we hold back, fearing our ideas won’t measure up or that we’ll seem selfish or ungrateful. But when women are empowered to speak openly and honestly in the workplace, the possibilities are endless.
PPAI Media: Have you encountered any challenges or barriers in the promo products space, and what strategies or support systems have helped you navigate them?
Heather Smartt, Global Head, Goldstar, PPAI 100’s No. 16 Supplier: I’ve been very lucky in my career and have experienced mostly positive interactions. However, any industry still has its challenges. I’ve learned to have a very strong network of other women in the industry that I can lean on for advice and support. I also find it helpful to be direct and to the point. If you have an issue, address it professionally and move on.
Heather Smartt
Global Head, Goldstar
PPAI Media: Have you seen positive changes in gender diversity within the promo industry? What progress still needs to be made?
Smartt: I’m lucky to say I’ve had mostly positive experiences with equality in this industry, but let’s be real, there are still those “boys clubs” at the top. We’ve made progress, but when you look at the leadership of some of the top suppliers, you’ll see we still have a way to go. We need more women in those decision-making roles.
PPAI Media: Who are the women – inside or outside the promo industry – who’ve inspired you most in your career?
Katie Grimes, Account Executive, MadeToOrder, PPAI 100’s No. 56 distributor: Shelley Stewart, CEO of MadeToOrder. Shelley is the kind of leader you’d follow into battle without hesitation. She’s always available when we need her – no matter how busy she is – and she leads with such sincerity and authenticity. She’s incredibly knowledgeable and genuinely cares about our success, which makes it easy to trust her completely. Working for someone like that pushes you to be better every day.
Also, I’ll always credit my mom for helping me develop my work ethic. She recently retired after 35 years as a director of customer service. During that time, she managed countless people, including her four kids, with a level of patience that’s unmatched. She’s the person everyone relies on, and no matter what, she always shows up. She’s the definition of dependable, and I’m so grateful for the example she’s set.
Katie Grimes
Account Executive, MadeToOrder
Stahl: The women who inspire me most are the ones who confidently uplift others. The ones who say, “Go girl, we see you, and we’ve got your back.”
I’ve been lucky to have so many women in my corner. To name a few: Mandi Rudd and Johanna Gottlieb at Genumark, Debbie Abergel at Nadel, Erin Reilly at Pop! Promos, and of course, the incredible women at Maple Ridge Farms. Their leadership, encouragement and willingness to champion other women are things I deeply admire.
I feel immensely grateful to be part of such a welcoming and innovative industry. The future of promo is bright, and I’m excited to see even more women stepping into leadership roles, launching inventive and well-made products and shaping the industry in new ways.
Smartt: I’ve been incredibly fortunate to be surrounded by a group of women who helped me when I had absolutely nothing to offer. Those relationships are still some of my closest working relationships today. They saw potential in me, and that meant the world. And I absolutely have to mention ASI’s Michele Bell. She’s a true connector, not just in the promo industry, but of people in general. We met on a boat, almost 20 years ago (I started when I was 16…wink!), and even though I was just starting out and didn’t have much to offer, she took me under her wing.
She’s always been a strong advocate for women in the industry, and she brought me into spaces I wouldn’t have been exposed to at such an early age. She’s a fantastic example of how to lift other women up, and I’m committed to passing that forward. I’ll always pay it back because I was given such an amazing example of what it means to support other women.
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Codner: I’m fortunate to have several incredible women who inspire me both personally and professionally. First, my mama – my lifelong role model – who raised two kids while my dad traveled for work. She never gives herself enough credit for the love, energy and dedication she poured into our lives.
My daughters, Penelope and Vivienne, are my driving force. I want them to know that women can achieve anything with hard work and determination. Lastly, my mentor, friend and champion, Lori Bauer, CEO of iPROMOTEu. Working alongside her has been an invaluable privilege, and her guidance, honesty and leadership continue to shape the professional I strive to become. I definitely want to be her when I grow up!
PPAI Media: As a woman in the promo industry, what unique strengths or perspectives do you bring to your work, and how have these influenced your success?
Kathryn Peach, Senior Account Manager, Promotional Source: As a woman in the promo industry, I bring a deep sense of empathy, intuition and a strong commitment to building authentic connections. These qualities allow me to truly understand and engage with others, fostering trust and long-lasting relationships.
My ability to listen, collaborate and create inclusive environments has been key to my success, helping me approach challenges with compassion and creativity. By staying true to my values and embracing my perspective, I’ve made a positive impact in my work and connected with others on a meaningful level.
Kathryn Peach
Sr. Account Manager, Promotional Source
Stahl: The promo industry is made up of thousands of independent entrepreneurs, which made it incredibly relatable for me as a business owner. What sets this industry apart for me is the strong sense of sisterhood and camaraderie – a lifeline during the inevitable ups and downs of the entrepreneurial journey.
I’ve found that people here are quick to celebrate wins and equally quick to offer support through challenges. That energy fuels creativity and resilience, which have played a huge role in my success. Looking ahead, I’m focused on expanding Sweeter Cards alongside Maple Ridge Farms, continuing to innovate and advocating for more visibility of women-owned businesses with quality products in the industry.
Codner: My key strengths are empathy, flexibility and openness to change. I joined iPROMOTEu in 2008 during the recession, unsure of my career path but eager to learn. Embracing new challenges, I worked across various departments before co-creating the successful Affiliate Services Team. Success requires listening, adaptability and a willingness to try new approaches. Wearing my heart on my sleeve has also helped me build lasting relationships with incredible colleagues and clients who I am now fortunate enough to call friends and family.
Emily Codner
Director of Affiliate Services, iPROMOTEu
Smartt: Look, we all know the stereotype: women are “emotional.” But here’s the real deal, I find we’re often way better at debating something fiercely in a meeting and then happily grabbing a drink afterwards. It’s about separating the professional from the personal, and honestly, that’s a superpower. My goal is to continue to grow Goldstar globally and to empower the women on my team to do the same.
PPAI Media: Can you share a project or experience where your perspective as a woman played a pivotal role in shaping the outcome or narrative of a campaign?
Grimes: One experience that stands out was working on an apparel order for my largest client in the tech sector. It became quickly apparent that the women on their team had consistently been given only unisex options for their previous orders.
Knowing how important fit and style can be, I took the opportunity to educate my client on incorporating women-specific pieces that complemented the men’s selections. After strategically choosing and sampling some of those pieces, the feedback on their holiday gift order was the best it had been in years. It was a great reminder that thoughtful details can make a huge impact.
Codner: A Woman’s View is an initiative that I am extremely proud of. Working together with iPROMOTEu’s incredible team of powerhouse women, we elevated this initiative from a small gathering to a well-attended networking event in 2025 and educational webinars that consistently grow in attendance. Now that our iPROMOTEu family has grown thanks to the acquisition of AIA, our Women’s Advisory Council is a wealth of experience and ideation that will continue to elevate A Woman’s View, ensuring our impact continues to grow.
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Stahl: Creativity, storytelling and emotional connection are at the heart of any great promo product — especially Sweeter Cards — and my perspective as a woman plays a big role in that. My attention to detail, trend-spotting and deep understanding of what truly moves people have been instrumental in the success of Sweeter Cards.
We’re not just selling a product; we’re creating an experience and feeling. That’s where I feel my perspective as a woman has really shaped our brand’s impact.
PPAI Media: What advice would you give to women who aspire to build a career in the promo industry?
Goodwin: First, find a champion, not a mentor. Having someone to go to for advice or as a sounding board is great, but there’s no shortage of advice and insights available 24/7 in podcasts, books and articles. The more valuable resource to have in your corner is someone willing to go to bat for you, especially as a woman.
A champion isn’t a mentor – a mentor talks with you; a champion talks about you. A champion is a senior leader who recognizes your potential and is willing to speak on your behalf to help with visibility. They have influence and access to networks or conversations you don’t yet have access to. Find someone willing to bet their career on you.
Second, keep track of everything you do and create and, most importantly, the results you generate. Create a folder on Google Drive or your laptop and build a personal portfolio. The first file to add is a spreadsheet with a table to document the details: company, quarter/year, what you did, results/impact, relevant notes, links to examples, etc.
Then, start adding examples of your work you can showcase in your next performance review or job interview. Having this type of information readily available makes it easier to build a case for a promotion or raise, update your resume and stand out during interviews. Anyone can make a claim; not everyone has the proof to back it up.
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Stahl: Go for it – and don’t be afraid to ask for help. While the promo industry has a deep history, it thrives on fresh ideas, and distributors need innovative products to bring to their clients. My biggest piece of tactical advice is: Make it ridiculously easy for distributors to understand and sell your product. The simpler you make it, the faster they’ll adopt it. Focus on clear messaging, streamlined ordering and a compelling story that makes your product stand out.
Smartt: First, build a diverse network. Don’t just stick to people who look and think like you. One of the best professional experiences I had was working in our Shanghai office. We had expats from France, the Netherlands, Canada and the U.S., a real mix! We all approached challenges from totally different angles, and it taught me a whole new way of thinking and how to tackle things from a global perspective. That’s invaluable.
Second, get yourself a truth-teller. Someone who’s like your personal soundboard, but who won’t sugarcoat anything. They’ll tell you when you’re wrong, and trust me, you need that. Finally, here’s the kicker: don’t be an as*****. Seriously. You’d be surprised how far just shutting your mouth, listening and being a kind person goes in this industry. Kindness and listening are powerful tools.
Grimes: Find a mentor – someone you can learn from, ask questions of and lean on for guidance. The industry is full of nuances and having someone who’s been there can make a huge difference. Also, trust your instincts. Whether it’s a creative idea, a client interaction or a gut feeling about a potential opportunity, your perspective and intuition are incredibly valuable. Believe in what you bring to the table, and don’t be afraid to own it.
Peach: Embrace your authenticity and never compromise on who you are. The promo industry thrives on real connections, and people are naturally drawn to those who are genuine, kind and true to themselves. By staying grounded in your values, you’ll build meaningful relationships and create a successful, fulfilling career. Stay confident in your unique voice, and trust that the right opportunities will follow.
Codner: Network relentlessly! Step outside your comfort zone by attending regional shows, meeting new vendors and joining industry events like PPAI’s Women’s Leadership Conference. You’ll find like-minded peers and gain fresh perspectives that inspire growth. If you’re unsure, bring your work bestie – they’ll benefit too! Additionally, advocate for yourself by asking questions and voicing your needs. The worst answer is “no.”
