Sara Douglass
CEO | Stampin’ Up!
What emerging market trends or disruptions are you preparing your company for?
Even as technology continues to accelerate, people are increasingly becoming more isolated, more lonely. Because of this, we’re seeing a growing movement toward a return to analog and in-person gatherings. People want a reason to slow down, set technology aside and spend time with friends — oftentimes learning something new together in a hands-on, tactile way.
We are uniquely positioned to help facilitate these creative experiences and foster a community of belonging. Creativity and connection — it’s what our business is built around.
At the same time, we’re embracing AI in a very intentional way. We’ll leverage it to streamline operations and reduce friction in the business so our teams — and our community — can focus on what truly matters: creating amazing crafting experiences, building relationships and eradicating loneliness. We’re preparing to use innovation to protect and enable connection, not replace it.
What has been a significant challenge you’ve faced? How did you overcome it?
The most significant challenge I’ve faced has been leading through what I call a perfect storm — post-COVID-19 disruption layered with global economic headwinds, tariffs, increased competition, shifting sentiment toward U.S. companies, some stigmatization of the direct sales industry and shifting regulatory pressure. It hasn’t been one problem with one solution. It’s been sustained pressure from every direction.
And the truth is, we’re navigating through it.
What I’m proud of is how we’ve responded. Instead of letting the storm defeat us, we’ve focused on becoming a refuge from it — a place where people feel grounded, valued and connected. Our employees and demonstrators remind me daily why this matters. Their commitment and resilience have shown me that what we’re building isn’t just a business — it’s a network of human connections.
We haven’t “arrived,” and that’s OK. Overcoming these challenges hasn’t been about reaching a finish line — it’s about progressing with clarity and care as we build a stronger, more aligned company for the future.
Describe the growth of your company in recent years. What other major achievements did the company accomplish under your leadership?
The most notable growth in recent years has been with our demonstrators. We completed a successful acquisition that led to thousands of like-minded crafters joining our Stampin’ Up! community. Within months, we came together to open our circle and provide a place for these crafters to land and to belong. We’re stronger because we chose to build bridges, not barriers, and I’m proud to see Stampin’ Up! grow in both numbers and heart.
We’ve also broadened our product offering to include more all-inclusive kits for gathering, scrapbooking products to preserve memories, and other innovative tools designed to inspire and support crafters of every skill level. We recently completed a multi-year digital platform unification project, giving us a solid foundation that positions us to iterate and adapt quickly as new technologies and opportunities arise.
Last, but not least, I’m extremely proud of and grateful for our culture at Stampin’ Up! Several years ago, we implemented a system to clarify our vision, values, purpose, focus and direction. It’s given us structure, alignment and a cadence for every decision we make. It allows us to move in the same direction and get really clear about where we’re headed, at every level of the business. We live our values, we hire to them, we focus on them every day. It’s who we are and what sets us apart. I work with the most dedicated, purpose-driven, all-around amazing people. I feel so blessed!
