Direct Selling Association Elects New Officers and Directors

June 2, 2012
Grapevine, TX (June 2, 2012)—Members of the Direct Selling Association (DSA) today elected officers and directors to the association’s Board of Directors. The officers will each serve one-year terms in their elected positions, and the directors will each serve three-year terms.

Officers of the association are recognized leaders who command the respect of their colleagues and the public, can devote the time necessary to lead and direct the affairs of the association, are willing and able to assume and carry out the duties of the chairman of the Board, when and if called upon to do so, and have served as directors or have demonstrated ability by their work on committees or on special projects.

Chairman: Brett R. Chapman, General Counsel, Herbalife Ltd.
For the past nine years, Mr. Chapman as served as general counsel and corporate secretary of Herbalife (NYSE: HLF), with responsibility for all legal, government affairs, regulatory, product science safety and compliance matters relating to the company’s business around the world. His expertise in corporate and international law was refined during 13 years at The Walt Disney Company, where he previously served as senior vice president and deputy general counsel, with responsibility for all legal matters relating to Disney’s media networks group, including the ABC Television Network, the company’s cable properties and Disney’s radio and Internet businesses. Prior, Mr. Chapman was senior vice president and general counsel of Walt Disney International and senior vice president and assistant general counsel of The Walt Disney Company. Earlier he served as senior vice president of worldwide business and legal affairs for Disney’s Buena Vista Home Entertainment division, and senior counsel in its corporate legal department, where he was involved in various acquisitions including that of Miramax Films and the Miyazaki film library. In addition to the DSA, Mr. Chapman serves on the board of the Herbalife Family Foundation.

Vice Chairman: Orville Thompson, Chief Executive Officer, Scentsy, Inc.
After graduating with honors from the University of Washington, Orville Thompson had plans to attend graduate school to become a history professor. Like many, he found his initial dream side-tracked while he went to work to support a growing family. Formal graduate school was replaced with years of experience developing one of the largest specialty retail companies in the West, selling products through state fairs, trade shows, mall kiosks and direct response television commercials. In 2004, he purchased the Scentsy product line, loading the inventory into the back of a Suburban and moving it to a 40-foot ocean container on his sheep farm in suburban Meridian, Idaho. At the insistence of his wife, Mr. Thompson attended his first DSA meeting in New Orleans in 2004 and fell in love with the direct selling industry. He returned to Idaho and, with his wife at his side and his children playing at his feet, set to work building an industry-leading company. Mr. Thompson is Vice Chairman of the Board of Directors of the Direct Selling Association (DSA). He lives in Eagle, Idaho, with his wife, Heidi, and their five children. One day he hopes to discover a hobby.

Vice Chairman: Truman Hunt, President & Chief Executive Officer, Nu Skin Enterprises
Truman Hunt was appointed president of Nu Skin Enterprises in January 2003, and was named chief executive officer in May of that year. Under his leadership, the company operates in 52 markets, with recent expansion into China, Eastern Europe and Latin America. Mr. Hunt is focused on the company’s mission to be a force for good throughout the world by empowering people to improve lives with rewarding business opportunities, innovative products, and an enriching, uplifting culture. He serves on the executive board for the Nu Skin Force for Good Foundation. Earlier this year, Mr. Hunt was named a CEO of the Year by Utah Business magazine. He is also active in industry associations, serving as chairman of the World Federation of Direct Selling Associations (WFDSA) from 2005 to 2008 and is a member of the US DSA Executive Committee. He currently serves as secretary and member of the WFDSA Operating Group. Prior to his current appointment, Mr. Hunt served as vice president and general counsel of Nu Skin Enterprises from 1996 to 2003. He was also named executive vice president of Nu Skin Enterprises in 2001 and served as vice president of legal affairs from 1996 to 1998. Prior to joining Nu Skin Enterprises, he was president and chief executive officer of Better Living Products, Inc., a Nu Skin affiliate involved in the manufacture and distribution of houseware products sold through traditional retail channels. Mr. Hunt earned a BS from Brigham Young University and a JD from the University of Utah.

Treasurer: William Dangl, Director—Portfolio Financial Support, Amway
William Dangl oversees financial planning and analysis for Amway’s global sales and marketing organizations and financial analysis for new product development projects. He was previously director of finance for Amway North America and oversaw financial planning and analysis, accounting and reporting for that affiliate. His other career experiences at Amway include accounting, reporting, business planning and forecasting roles at Amway corporate headquarters and European region. He has served on the finance committee for the Direct Selling Association and the Direct Selling Education Foundation. He also serves as treasurer of Blandford Nature Center. Mr. Dangl earned a BA in accounting from Michigan State University and an MBA from Grand Valley State University. He is a CPA registered in the state of Michigan. He lives in Ada, Mich., is married and has two married children.

Immediate Past Chairman: Jerry Kelly, Chief Executive Officer & Co-Founder, Silpada Designs
Jerry Kelly, Chairman and Chief Executive Officer of Silpada Designs, started his company with partners and company co-founders Bonnie Kelly (Jerry’s wife) and Teresa Walsh in 1997. Silpada Designs is the world’s largest sterling silver jewelry home party company with operations in the U.S., Canada and the United Kingdom. During the 18 years prior to starting Silpada Designs, Mr. Kelly owned, operated and managed several consumer product mail order catalog companies. He has a BSBA in Business Management from the University of Denver (1977) and an MBA in Direct Marketing from the University of Missouri-Kansas City (1994).

Past Chairman: Marjorie Fine, Executive Vice President & General Counsel, Shaklee Corp.
Ms. Fine is Executive Vice President and General Counsel of Shaklee Corporation, headquartered in Pleasanton, Calif. Ms. Fine joined Shaklee in 1989 as Associate General Counsel and Assistant Secretary, and has assumed increasing responsibilities during her tenure. She currently is responsible for law, government relations, field administration, human resources, product quality assurance and risk management. Prior to her work with Shaklee, Ms. Fine was Senior Counsel with Bank of America NT & SA. She also has 10 years of experience as associate, then partner, with Donahue, Gallagher & Woods. Ms. Fine has a BA from Smith College in Northampton, Mass., and a JD from the University of California, Berkeley, School of Law.

Directors are recognized leaders who command the respect of their colleagues and the public, and who can devote the time necessary to lead and direct the affairs of the association.

For Terms Expiring in 2015:

Traci Lynn Burton, Founder & Chief Executive Officer, Traci Lynn Fashion Jewelry
Traci Lynn Burton is the driving force behind the hugely successful direct sales company Traci Lynn Fashion Jewelry, launched with $200 and now a multi-million dollar enterprise retaining more than 10,000 thousand independent sales consultants across the U.S. She was the recipient of three prestigious awards, The Madam CJ Walker award, University of Pennsylvania’s Carrier of Hope award, and the Spirit of Greatness award for outstanding Leadership in Business. Ms. Burton was also featured on Good Morning America for successful businesses among young entrepreneurs, and Essence Magazine. She has a mission to “pass the MIC,”—motivate, inspire and change lives.

Joan Hartel Cabral, President & Founder, Vantel Pearls in the Oyster
Joan Hartel Cabral is the Founder and President of Vantel Pearls in the Oyster, a unique party plan company that provides clients with the opportunity to choose genuine pearls from oysters opened in front of them. Each exquisite, one-of-a-kind pearl is appraised and may be set into a wide variety of jewelry settings. This unique business model creates one of the most exciting home party experiences for those who attend. Ms. Hartel leads her company's efforts to support numerous causes that provide shelter, counseling and education to children and families in need.

Cari Christopher, President, Signature HomeStyles
Cari Christopher began her direct selling journey as a young child by watching and learning from two of the industry’s best mentors. These amazing teachers not only formed Cari’s love of direct selling, but were a great influence on her choosing the direct selling path. Her mother, Madolyn Johnson, is a trailblazer who never has looked back since founding Signature HomeStyles more than 41 years ago. Her father, Rick Schwartz, who worked at the company until a career opportunity in 2000 led him to lia sophia, just recently retired. Ms. Christopher grew up with direct sales and takes these lessons learned from her personal experiences and life-long mentors and now shares the many blessings a direct selling lifestyle can offer others as Signature HomeStyles president. While she has always been involved in Signature HomeStyles, she officially joined the company in 1997 after spending five years working at a Fortune 500 company as a financial analyst. Named President in 2009, after working in all areas of the company from customer care to financial planning, Ms. Christopher directs the overall strategic direction of the company’s sales, marketing, branding and day-to-day operations. She graduated summa cum laude from DePaul University. She is a CPA with a BS in accounting and an MBA. Ms. Christopher is married to Mike and is a loving mom to Emily, Michael and Joseph.

Richard Jutkins, President, Stampin’ Up!
Rich Jutkins was appointed president of Stampin’ Up! in August 2010. A Utah native, he worked for more than a decade with Smith’s, running its culture (dairy) and ice cream plants, before spending several years teaching biology, chemistry and physics and coaching basketball. He joined Stampin’ Up! in 2001, and has worked as Director and Vice President of Logistics, overseeing operations in the Kanab, Utah, manufacturing facility and the Riverton home office. A graduate of the University of Utah, Mr. Jutkins and his wife, Wendi, have four children. The couple currently resides in Riverton, Utah.

Friedrich Kroos, Chief Executive Officer, JAFRA Cosmetics International, Inc.
Dr. Friedrich (Fred) Kroos was appointed President and Chief Executive Officer of JAFRA Cosmetics International, Inc. (JAFRA), effective Jan. 19, 2009. Based in Westlake Village, Calif., JAFRA is one of the largest direct sales companies of skincare, beauty and fragrance products in the world, offering its consultants a flexible selling system and a compensation plan that offers compelling career and income opportunities. JAFRA is a division of the Vorwerk Group, a German-based, multi-billion-dollar international direct sales company, represented in more than 60 countries worldwide. In his role, Dr. Kroos reports directly to the Executive Board of Vorwerk and is responsible for the overall management of JAFRA, which currently has an international network of more than 550,000 independent consultants worldwide. Working closely with the JAFRA management board, Dr. Kroos oversees the development and implementation of the company’s ongoing business strategies. He came to JAFRA in March 2007 as Senior Vice President of Worldwide Operations and Business Development. Shortly after joining the company he assumed responsibility for the European markets, as well. Prior to joining JAFRA, he worked for 12 years in various management level positions within the Vorwerk Group, where he developed a keen understanding of the international direct selling industry and what is needed to help ensure a consultant’s success. Based on his experience in various international positions, he combines the ability to work in foreign countries with intercultural expertise to drive JAFRA’s success internationally.

Richard Makover, Vice President, U.S. Sales Development & Operations, Avon Products, Inc.
Rich Makover is currently employed with Avon Products, Inc. as Vice President, U.S. Sales Development and Operations. He began his career with Avon in 1992 as an internal auditor. After working in that position for two years, Mr. Makover was given an opportunity to work abroad as Asia Pacific’s Finance Manager, and he and his wife, Carolyn, lived in Hong Kong for four years. When he returned to the U.S. in 1996, Mr. Makover jumped at the opportunity to take on a field sales position and became a U.S. Division Sales Manager. After being fully immersed in the direct selling field experience for three years, and achieving the distinguished honor of Avon World Sales Leader in 1999, he moved into the role of Director, U.S. Sales Support. In 2000, he returned to the field as Region Sales Director for the Northeast Region, where he remained for three years. In 2003, he took on the challenging role of Executive Director of Transformation, which he performed for another three years. In 2006, Mr. Makover left Avon to join Luxottica Group as Vice President of Sales. He returned to Avon Global Sales in 2009, and in 2010 was promoted to his current role of Vice President, U.S. Sales Development and Operations. Mr. Makover is a graduate of Penn State University and resides in New York with his wife and three children.

Cindy Monroe, Founder & Chief Executive Officer, Thirty-One Gifts
Cindy Monroe launched Thirty-One in the basement of her family home in Tennessee nine years ago, with just two employees at her side. Today, she oversees more than 2,000 employees and an independent consultant salesforce nearly 80,000 strong, with four facilities located in three Ohio cities—Johnstown, Columbus and Springfield. To begin Thirty-One, Ms. Monroe and her husband, Scott, borrowed $10,000 from family. The goal was to provide affordable and fashionable products previously available only at exclusive boutiques that closed at 5 p.m.—too early for working women to shop there. She did not stand on the sidelines to let others create her dream; she dove right in and got to work. She held the first party, recruited the very first consultant (who is still with the company today) and helped develop the first products. The company’s name comes from the verses of Proverbs 31, which celebrate hard-working women who are compassionate, gracious and inspiring to their families and the people around them. Thirty-One’s foremost purpose is managing and building a business that helps its consultants succeed in theirs. Ms. Monroe received her BA in marketing from the University of Tennessee at Chattanooga. She resides in New Albany, Ohio, with her husband and two children.

Peter Schneider, Executive Vice President & General Counsel, Primerica, Inc.
Peter Schneider has served in his current role since 2000. In October 2009, he also became Corporate Secretary and Chief Administrative Officer. In those roles, Mr. Schneider is responsible for Primerica’s legal, compliance, government relations and media departments and also has human relations reporting to him. He worked at the law firm of Paul, Weiss, Rifkind, Wharton & Garrison as an associate from 1981-1984 and at the law firm of Rogers & Hardin from 1984-2000, where he became a partner and a member of the firm’s Management Committee. Mr. Schneider serves on the boards of directors of the Georgia Chamber of Commerce, the Northwest Carolina YMCA and the Carolina Center for Jewish Studies, and is the co-chair of the American Council of Life Insurance’s Producer Licensing Task Force. Mr. Schneider earned both his BS in political science and industrial relations in 1978 and his JD in 1981 from the University of North Carolina at Chapel Hill.

Continuing Directors:

  • Heather Chastain, Celebrating Home (2014)
  • Angela Chrysler, Team National (2014)
  • Matt Dorny, Nu Skin Enterprises (2013)
  • Timothy Horner, Premier Designs, Inc. (2013)
  • Catherine Landman, The Pampered Chef (2014)
  • Michael Lunceford, Mary Kay Inc. (2013)
  • David Merriman, ACN, Inc. (2013)
  • Kay Napier, Arbonne International (2013)
  • Mike Nichols, The Kirby Company (2013)
  • Joani Nielson, Tastefully Simple, Inc. (2014)
  • John Parker, Amway (2013)
  • Connie Tang, Princess House, Inc. (2013)
  • David Wentz, USANA Health Sciences, Inc. (2014)
  • General Leo Williams, Take Shape for Life, Inc.-Medifast (2014)
  • Richard Wright, AdvoCare International, L.P. (2014)

About DSA
DSA is the national trade association of the leading firms that manufacture and distribute goods and services sold directly to consumers. Among its more than 240 active and pending members are companies selling both via a party-plan method and in the traditional person-to-person style. In 2011, U.S. direct sales were more than $29.87 billion with nearly 16 million direct sellers nationwide. The vast majority are independent business people—micro-entrepreneurs—whose purpose is to sell the product/service of the company they voluntarily choose to represent. Approximately 90 percent of direct sellers operate their business part-time.

For more information on direct selling, DSA and its Code of Ethics, please visit DSA’s website,
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