December 7, 2015 Press Release


2015 awards announced at the Association’s annual conference

TORONTO – The Direct Sellers Association (DSA) of Canada recognized its 2015 award recipients on June 24 at the Association’s annual conference held in Niagara Falls, Ontario. “We are delighted to acknowledge the strong contributions these companies and individuals have made to the direct selling industry,” said Ken Mulhall, president of DSA Canada. “Their dedication and passion have enriched the lives of many — those affiliated with their organizations and those benefiting from the charities that they support.”

IVAN P. PHELAN AWARD – Janice Gerol, The Pampered Chef – Canada Corp.

As the industry’s highest personal recognition, the Ivan P. Phelan Award is presented to an individual who has made a significant contribution to the advancement of the direct selling industry in Canada.
From independent sales consultant (ISC) to an extensive and impressive career as a direct selling executive, Janice Gerol has had a very significant impact on the industry as a whole, the Direct Sellers Association (DSA), and the Direct Selling Education Foundation (DSEF) of Canada. A 30-year veteran in the industry, Janice has spent the past 20 with The Pampered Chef. As Vice President, International Business Operations, she is responsible for Canada, the UK and Germany.

As a long-standing and committed volunteer, Janice has tirelessly supported many of the initiatives undertaken by both the DSA and DSEF over the years. It was under Janice’s leadership as Chair of the DSEF that the Foundation established a scholarship program as well as two ISC awards – the Mark of Distinction Award and the Community Spirit Award – to recognize and support the hundreds of thousands of independent sales people and their children whose lives are positively impacted by direct selling. Her tireless passion for the industry and the people it supports are second to none and have been recognized with the DSA’s Distinguished Service Award in 2010, the Queen Elizabeth II Diamond Jubilee Medal in 2012 and the DSEF Circle of Distinction Award in 2014. Janice currently serves as a Director on the DSA Board.

MAKING A DIFFERENCE AWARD – Mary Kay Ash Charitable Foundation

This award recognizes the efforts of companies that have made a profound difference in communities across Canada.
Mary Kay Cosmetics Ltd. understands the importance of giving back to the community and supporting its members – especially women and children, whose needs too often go overlooked in our society. In an attempt to assist as many individuals as possible, and staying true to its roots of helping women look and feel their best, Mary Kay launched a jewellery fundraising campaign in 2012. This annual campaign promotes the sale of a limited-edition piece of jewellery that serves as a conversation starter, initially about the piece itself and then, more importantly, about the causes they represent. The goal is to raise funds while raising awareness of the Mary Kay Ash Charitable Foundation (MKACF) and the causes it supports. With a first year target of $9,700, company execs were amazed at the nearly $44,000 raised. Fundraising targets have been exceeded each year since, with a total of $153,000 raised since the program’s inception.

Funds are allocated by the MKACF to a number of charities, including its Shelter Grant Program ($10,000 to 10 women’s shelters across Canada on an annual basis) and the Look Good Feel Better® program (offering complimentary workshops on skin care and beauty techniques to women undergoing cancer treatment). An impressive 65% of all Look Good Feel Better volunteers are Mary Kay Beauty Consultants.

INDUSTRY INNOVATION AWARD – USANA Health Sciences’ “True Health Assessment”
Presented to a member company in recognition of a unique or innovative program or approach that contributes to the growth of opportunities for entrepreneurs in the direct selling industry.
The USANA True Health Assessment is a cutting-edge and portable health program that provides a personalized approach to measuring health and offering real-life solutions to help improve a person’s lifestyle and nutrition.

The patent-pending app was created by USANA as a sales tool to help their associates provide a clear and personalized experience for their customers. The mobile app is available in seven languages and can be accessed via iPad or online in all of the company’s 18 markets. Following a complimentary 15 minute assessment, the program delivers three customized reports: Top Health Risk Areas; Lifestyle Plan, and Personalized Nutrition Program.

COMMUNITY SPIRIT AWARD – Darlene Olsen, Independent Consultant, Mary Kay Cosmetics Ltd.
This award recognizes an independent sales consultant(s) who makes a profound difference by helping others and positively impacting their community.
A Mary Kay consultant since 1979, Darlene Olsen of Arcola, SK is a shining example of a tireless volunteer, community advocate and passionate fundraiser. Darlene has been a volunteer with the Look Good Feel Better® program for 19 years, providing 2-hour workshops on skin care and beauty tips to women undergoing cancer treatment.

In 2005, after 10 years as a LGFB volunteer, Darlene felt compelled to up her efforts. She booked the largest venue in Regina, SK, using $10,000 of her own money to secure the space, and set about planning her All About Women fashion show fundraiser. The event’s success in year one led to it becoming an annual event, raising a total of $265,000 for LGFB since its inception.

But why stop there when more people were in need? In 2009, Darlene added Creative Tables for Cancer to her roster of community support. Each table of dinner guests has two hostesses who are responsible for choosing the theme of their table and decorating appropriately. The catered meal is served by the hostesses who also make the dessert. Of the six events held to date, Darlene has raised a total of $142,600. “I want to do something more than just give of my time or a little bit of money” she says. “I always want something bigger so it’s more beneficial to the organizations I support.”

MARK OF DISTINCTION AWARD – Debby Richardson, Independent Consultant, PartyLite Canada
The Mark of Distinction Award was created to recognize independent sales consultants who uphold the values of trust and integrity that are so vital to the direct selling industry in Canada, and who have exhibited leadership qualities that inspire others to achieve their full potential.
Debby Richardson of Richmond Hill, ON was the very first PartyLite consultant in Canada. 23 years later, she has achieved the highest level of Senior Regional Vice President with a team of over 500 independent consultants in her region.

Her down-to-earth approach and true excitement for the PartyLite business and the direct selling industry has inspired thousands of consultants. When not managing her region, she can be found volunteering for advisory boards and task forces, brainstorming ideas and providing positive feedback on products and support materials to help make PartyLite consultants more successful.
Tracie Graham, Canadian Country Manager summed it up nicely when she said “Debby is the true essence of what PartyLite and the direct selling industry is all about – a constant source of inspiration, positive attitude, and determination who upholds the values that are the foundation of our industry.”

DSEF CIRCLE OF DISTINCTION AWARD – Susan Timmermeister, Mary Kay Cosmetics Ltd.
The DSEF Circle of Distinction Award recognizes individuals who have devoted significant years of service and have made considerable contributions to the Direct Selling Education Foundation and the direct selling industry. Susan Timmermeister defines passion, commitment, focus, diligence, and tireless advocacy. As a long-standing member of the Board of Directors for the Direct Selling Education Foundation (DSEF) of Canada – most recently in the role of Past Chair – Susan has provided guidance and leadership on a number of significant initiatives meant to bring focus and understanding of the Direct Sellers Association, and the positive impact the industry has on the lives of millions of Canadians.

Bringing her strategic planning background and discipline to the DSEF Board, Susan was able coach the DSEF through a valuable planning exercise and then bring those ideas to fruition. She was responsible for the implementation of the DSEF Scholarship Program in 2012. During that same year, she served as co-chair of the DSA’s Celebrating Excellence in Direct Selling Gala. She has also contributed countless volunteer hours in support of the DSA’s partnership with Junior Achievement of Central Ontario, Entrepreneurial Days on Campus at Ryerson, and the revamp of the DSA website. She is a strong supporter of many of the initiatives introduced by Minister Kellie Leitch in support of the Status of Women portfolio, including participation in the recent Women’s Entrepreneurship Forum in Ottawa. Susan’s ongoing contributions to the DSA were recognized in 2012 with both the DSA’s Distinguished Service Award and the Queen Elizabeth II Diamond Jubilee Medal.

Recipients are selected by the DSA President in recognition of contributions, participation and leadership on DSA committees and/or the Board of Directors.
This year’s recipients of the Distinguished Service Award include:
• Nathalie Cormack, Mary Kay Cosmetics Ltd.
• Matthew Murchie, D-Sol Media Marketing
• Jackie McClements, Arbonne International Canada

About the DSA

Celebrating 61 years as the national trade association for the leading firms that manufacture and distribute goods directly to consumers, the mission of the Direct Sellers Association of Canada is to promote, serve and protect the interests of Canadian member companies and independent direct sellers marketing their products, and ensure the highest level of business ethics and service to consumers.
The DSA’s 38 member companies represent over 700,000 hardworking Canadian independent sales contractors who generate nearly $2 billion per year in sales. The cornerstone of the Association’s commitment to ethical business practices and consumer service is its Code of Ethics. Every member company pledges to abide by the Code’s standards and procedures as a condition of admission and continuing membership in the Association.


For more details please contact:

Ken Mulhall, President
Direct Sellers Association of Canada
416-679-8555 or info@dsa.ca