Darrah & Co. Magazine Winter 2023

DARRAH & CO. LTD.

40 JOHN PORTMAN BOULEVARD SUITES 1818, 1819, 1812 & 1834 ATLANTA, GA 30303 (404) 577-6538; (800) 741-6614 FAX: (404) 577-9278 WWW.DARRAHREPS.COM

MADISON/MILES

MEDIA PRESIDENT ADAM WEISS EDITOR WENDY ANGEL ART DIRECTOR BEN CARPENTER

Darrah & Co. is published once a year by madison/miles media, 2000 East Lamar Blvd., Suite 600, Arlington, TX 76006. Visit madison/miles media on the web at www.madisonmilesmedia.com. No part of this publication may be reprinted without permission. © 2023 Darrah & Co.

What a wild ride 2022 has been for us all! We have learned quite a bit this year about being flexible and adapting to the ever-changing retail landscape. I bet you all have plenty of stories to tell as well!

Speaking of stories: In the fall of 2022, we were fortunate to attend an industry conference. One of the sessions focused on the power of our stories and how they can help connect us to each other. I think we at Darrah & Co. have a great story to tell! We are a second-generation small business built on the principles of integrity and service to others. Our mother, Vicki, built her company on those foundational ideals. Ashley and I are lucky enough to be able to carry on her legacy. Our feature article digs a little deeper into our story. We hope you enjoy it and that it resonates with you!

We are also excited to introduce you to our newest vendor partners! Keep reading to find out who they are and why we are so excited to partner with them.

Lastly, please follow us on social media (facebook.com/ DarrahCompany and @darrahcompany on Instagram)! We will be filling our feeds with market details and special events taking

shoptalk

vendor spotlight

5New Lines We Love

From security socks and skincare to pet products and Christian-inspired home décor, Darrah & Co. has new lines to delight all your customers.

FARMHOUSE FRESH

Good-feeling skincare that makes you feel good inside

When founder Shannon McLinden created a sea salt scrub to help her cracked heels, she never dreamed Oprah would endorse it on her “O List” and that

FarmHouse Fresh’s award-winning skin and body products are made from plants grown sustainably on their Texas farm.

she’d get accolades from celebrity clients like Courteney Cox and Kaley Cuoco.

The line now includes products like Honey Heel Glaze, Agave Nectar body oil, Moon Dip body mousse, Mighty Tighty tightening mast and Three Milk Ageless Moisturizer.

Eco-friendly FarmHouse Fresh uses botanicals from greens grown through sustainable hydroponic farming, but the company also aims to produce “skincare that saves.” Customers can track the batch code on their jars to the rescue stories of the donkeys, horses, goats, sheep and dogs who benefit from the proceeds.

Fringe/PetShop’s new Memento collection boasts European-inspired stationery made with its signature eco-friendly materials.

FRINGE/PET SHOP

Artful, eco-friendly ceramics, stationery, textiles and pet products

Since 2014, Fringe Studio has created stationery, ceramics, textile and pet products with original art — all while being dedicated to using earth-friendly, responsibly sourced materials like FSC paper. Its PetShop by Fringe Studio line includes delicately designed pet accessories, toys and ceramics with a beautifully neutral color palette.

Its newest collection, Memento, uses inspiration from European flea market finds to create stories highlighted on stationery items. “The only trend we’re chasing here is authenticity,” says Design Director Cindy Hilliard. “Take the paths not always taken, look for art in unexpected places, embrace diversity and spread joy. These ideals guide what we create and make at Fringe.”

Natural soy candles with essential oils, made with recycled glass in the USA and packaged by people with disabilities.

NEW

POCKET SOCKS

Whimsical zippered socks that make securing valuables fun Pocket Socks came to fruition after inventor Evan Papel was pickpocketed and looked for a better way to secure valuables while on the move. The first iteration of the concept started as Zip It Gear in 2004. After a hiatus during the Great Recession, Papel rebranded his company in 2019 as Pocket Socks and brought even more color and whimsy to the designs.

These uniquely designed socks with hand-sewn, zippered security pockets were soon discovered by ABC’s Good Morning America. In less than five hours, 25,000 pairs of Pocket Socks were sold, and Pocket Socks have made securing valuables comfortable and fashionable ever since. Look for fun patterns like tacos, nautical, rainbow, unicorns, llamas, dots and more.

LIGHTHOUSE

Inspirational décor and stoneware with a purpose

A Lighthouse gift is designed to give encouragement and offer hope. In 1993, Lighthouse founder George Nizynski and his family began attending Willow Creek Church in Chicago, Illinois. He dedicated his life to Jesus Christ and — with his wife — soon started Lighthouse

Lighthouse offers inspirational scripture-based stoneware, home décor and gifts with rich tones.

Pocket Socks make securing valuables stylish. These zippered socks are available in fun patterns for both men and women.

Christian Products, which offers inspirational stoneware, plaques and home décor gifts that integrate mixed media elements that are rich in tone and texture. Each product has a scripture incorporated into the design, and the line includes items such as artisan tea towels, wall décor, photo frames, pen sets, mugs and crosses.

Every Lighthouse gift purchased helps orphans and families in Ghana, Africa. They partner with the nonprofit A Better Life for Kids, which provides food, clean water, safe housing, medical care and formal education to children — in particular, children who are deaf.

RIGWA

High-quality, insulated bowls to keep food fresh on the go

Co-founders Jericha and Zac Jordan have five young children and struggled to keep the queso hot on taco night. This simple struggle turned into a company, RIGWA, whose name is formed from the initials of those same five kids.

RIGWA produces two sizes of double-walled, food-grade, stainless steel bowls that are vacuum insulated to retain maximum temperature — cold or hot — with spill-proof lids. Add-on insert containers easily separate dips and other foods within the compartments.

Coming soon are bowls with screwon lids and rectangular containers that easily fit in a cooler — perfect for lunches, meal prep or tailgating.

RIGWA doubleinsulated containers keep foods hot or cold for people on the go.

STRONG FOUNDATION, STRONGER FUTURE

Darrah & Co. builds on its long-held values to cultivate its future.

BY MICHELLE JONES

If the last three years have taught us anything, it’s that relationships, community and appreciating time with family and friends are invaluable — and with Darrah & Co., everyone they work with is family. While COVID helped many people recognize a need for change in their living situations, careers or lives in general, it helped many who work with Darrah & Co. appreciate their relationship with the wholesale gifts company even more.

Investing in people was a top priority for Vicki Darrah when she bought the business in 1989. It’s also the gold standard for Vicki’s daughters, Lindsay DeMyer and Ashley Hall, who took over as president and vice president, respectively, when their mother retired at the end of 2021.

“I think she realized whatever you pour into people, you get so much back in return — whether that be a sense of loyalty or financial success. Even more, though, helping people is just the right thing to do,” Lindsay says. “We are both hard-wired in that sense to be givers.”

During their first year at the helm, Lindsay and Ashley have continued to run Darrah & Co. in a way that honors

the values the company has been built on while investing in the future and positioning for growth. Darrah & Co.’s approach to growth isn’t how most businesses operate — keeping to the company’s values, it’s people-focused.

“Our goal would be to grow each individual. The rep would grow their business and their territory, and our vendors would grow at the same time,” Ashley says. “Helping already good vendors grow and improve is Darrah & Co.’s sweet spot. We take on lines with established infrastructure and great products, and we invest in our sales force to help them expand.”

To help both staff and vendors grow — while making life easier for retailer customers — investment in new technologies is a priority. “The piece where we still need to grow a little bit more is social selling, social media, online buying, our virtual showroom and really trying to push those avenues to make them more accessible,” Ashley says.

“That’s another lesson learned from mom,” Lindsay says. “Don’t be the last to adopt new technology. That says a lot about your commitment to the future and the investment in your company.”

Karena Rasser, left, of Top It Off Accessories wanted to work with Darrah & Co. due to the company’s values and reputation. She’s pictured in the Darrah & Co. showroom with her co-owner, Elizabeth.

HAPPY REPS, HAPPY CUSTOMERS

To compete with an ever-changing industry, Darrah & Co. continues to invest in its reps. “One of the things customers say they value the most is input from the reps,” Ashley says.

Darrah & Co. reps are seasoned, supported and loyal. Dave Clark — a Darrah & Co. employee since 2001 — is the territory manager for Mississippi and Memphis, Tennessee. He says what sets Darrah & Co. apart from other sales agencies is they focus on helping customers rather than selling to customers.

“We, as salespeople, are never pushed into selling something to someone just to get our numbers up,” Dave says. “Our management realizes that not every item we sell will work for every customer we have.”

Annette Ray has been a Darrah & Co. rep for three years. She’s the territory

Relationships are important at Darrah & Co. Shown left to right are happy Darrah & Co. Reps Colleen Azcona, Tracy Sauer and Blair Dailey.

manager for Kentucky and says she went to work for Darrah & Co. because the firm’s integrity and care for people matches her own values. “They not only make sure the customers are taken care of, but they also take care of the reps. It’s like working for a big company with small-business values,” Annette says.

One of Annette’s customers, Gracious Me in Hopkinsville, Kentucky, lost its owner, Sherry Calhoun, to cancer in October. Paige Craft, who is stepping in for Sherry, says it meant the world to her to see Annette attend the funeral. “That was very eye-opening to me to see who showed up and who didn’t,” Paige says.

“To have Annette show up was really special.”

This is an embodiment of the family atmosphere that’s a part of the Darrah & Co. legacy and that’s woven into every encounter and relationship. Even Darrah

& Co. customers help each other, creating a sense of lasting community.

Sherry also left a lasting impression on fellow Darrah & Co. customer Deanna Williams, owner of The Trendy Trunk in Hendersonville, Tennessee. Deanna and Sherry technically had competing gift stores just over an hour away from each other. That didn’t stop them from teaming up, with Sherry taking Deanna under her wing to help her develop her business.

“Sherry was such a great friend and business owner,” Deanna says. “She was such a great asset to have. And long before ‘community over competition’ became a popular saying, Sherry, over 15 years ago, was already doing that.”

Deanna now is returning the favor in helping Paige transition into her new role leading Gracious Me.

“Sherry had planned to mentor me through the next couple of years, but she wasn’t able to do that,” Paige says. “I feel grateful that Deanna is able to repay what Sherry gave to her — by mentoring me in return.”

LASTING RELATIONSHIPS

The future looks bright for Darrah & Co.. That’s in part due to the culture of relationships and loyalty they have cultivated over the years, which often attracts new vendors.

About eight years ago, Karena Rasser, the co-owner of Top It Off Accessories, met Lindsay DeMyer at the Darrah & Co. showroom in Atlanta. Karena knew she wanted to work with Darrah & Co. — because of its positive reputation — but at the time, her line conflicted with an existing Darrah & Co. line. Karena was persistent, and Lindsay never completely

“Darrah & Co.’s approach to growth isn’t how most businesses operate — keeping to the company’s values, it’s people-focused.”

closed the door to working together in the future.

“She knew that I was so eager to work with them and never made me feel like there would never ever be a chance,” Karena says. “A lot of people say, ‘no we’re not looking, thanks.’ And she never did that; she kept the door open. I reached out again over COVID, and the time was right for both sides. We were thrilled.”

COVID brought about uncertainty and changes in the gift industry, but Darrah & Co. helped customers and vendors navigate the pandemic through support and an unbeatable product line. Evolution is a given in this industry, and Darrah & Co. strives for continuous improvement — even during unforeseen circumstances.

Darrah & Co. rep Scot Nelson started with the company in 2019, which means he got a crash course in operating during tough times.

“I had numerous stores say that if it

wasn’t for the products from Darrah & Co. during the pandemic, they would not have been able to make it. Our products helped them pay rent, wages and overhead. That was a great feeling,” Scot says.

my best friends are my customers,” Tracy says.

Dave Clark says the same. “I’m 66 years old. I’ve been here for well over 20 years. I could retire tomorrow, but I’m not going anywhere anytime soon,” Dave says. “I love my Darrah & Co. family. In particular, I love my Darrah & Co. bosses. How many people do you know who can actually say that?”

Tracy Sauer has been with Darrah & Co. since 1999. She’s worked hard to gain the trust and respect of her customers over the years. “My husband keeps asking, ‘When are you going to retire?’ And I’m like, ‘Why? It’s fun!’ My job is more than just sales. It’s relationships. Some of

Lindsay and Ashley say they’ll continue to lead Darrah & Co. with the company’s long-held values forever in mind: Put people first, build relationships, be loyal, prioritize communication, strive for improvement, and operate with honesty and integrity — among many other core values.

“Our guiding principle is to do the right thing — for our customers, vendors and employees — and everything will work out,” Lindsay says. “As long as we do that, we know we are on the right path.”

“What sets Darrah & Co. apart from other sales agencies is they focus on helping customers rather than selling to customers.”