As part of the 74th annual Retailer Excellence Awards, hosted each year by Gifts & Decorative Accessories, five sales reps were chosen for a 2025 Sales Representative of the Year award at a live ceremony Wednesday, June 18 in Dallas. For the third time in REA history, winners were broken down by region, aiming to recognize the best of the best in five distinct geographical areas.

“We had an incredible amount of nominations this year,” GDA Managing Editor Amanda Erd said. “Reading through all of the stories and hearing tales of sales reps really being like family to their retailers was truly inspiring. It really is a testament to how important these reps are to our industry.”

The awards were presented by Kelly Bristol of Just Got 2 Have It! and Angela Schmook of Road Runners, co-founders of the Reps are Local, Too movement.

This year’s Sales Representative of the Year awards winners are:

Northeast: Dana Golden, Harper Group

Honest, efficient, knowledgeable, friendly … those are just some of the words used to describe Dana Golden. A rep with more than 15 years of experience, she brings a level of understanding to each of her customers that helps keep them at ease. She addresses any issue with grace and speed and maintains communication even when it’s outside of normal business hours. She knows her clients and their stores and makes honest recommendations that frequently turn into bestsellers.

Southeast: Julia Kelley, Road Runners

Julia Kelley has been with Road Runners for more than 10 years and her commitment to her clients has always been above and beyond. Her efforts this past year really emphasized that as she became a light during a time of darkness as Hurricane Helene impacted retailers across her region. Kelley helped mobilize an entire network of resources to bring cleaning products, food, clothing and other essentials to the hardest-hit communities. As one nominator put it: “She is a testament of how reps are not just order takers. They invest in the towns they work in.”

Central/Midwest: Terri Denton, OneCoast

A consummate sales professional, Terri Denton knows the ins and outs of the gift retail business like the back of her hand. The Austin, Texas-based rep commands a solid working knowledge of the products she represents and is a natural problem solver who works closely with her customers to find solutions. Denton is consistent in her friendly demeanor and punctuality, always arriving on time for her appointments, “prepared to describe any item … and how it works.” Buyers with concerns or questions are never hesitant to approach Denton, who has earned their trust.

Southwest: Alyssa George, Diverse Marketing

With over 15 years in the gift industry, Alyssa George of Dallas, who represents East and Central Texas, demonstrates a true understanding of her customers’ wants and needs. She stays in close contact, providing order deadlines, news of vendor promotions and product availability. A true people person, she offers unrelenting support and advice and is “proactive” in seeking out ways for her customers to grow their businesses. George refutes a one-size-fits-all approach and instead customizes sales strategies utilizing local consumer data and global trends. She not only mentors new reps, but serves as an advocate for her own lines.