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2020 DSA Canada Award Winners Announced

at Pivot 2020

Recognizing outstanding individuals and organizations for their contributions to the direct selling industry in Canada

 December 4, 2020 (Toronto, ON) — The Direct Sellers Association (DSA) of Canada announced the recipients of their 2020 Awards during their Virtual Summit, Pivot 2020, on November 19, 2020.

The Awards, which are normally presented at the DSA’s annual conference, honour and recognize individuals and organizations for their outstanding contributions to the direct selling industry in Canada.

“The recipients of these awards are true champions of Canada’s direct selling industry,” said Peter Maddox, President of the DSA. “Each of them have enriched the lives of many Canadians through their dedication and passion. We are inspired as an industry by their many accomplishments. This year has been especially challenging, so we are very excited to celebrate their achievements, even if we had to commemorate them virtually this year.”

The DSA Canada Award winners for 2020 include:

IVAN P. PHELAN AWARD – Susan Timmermeister, Director, Strategy & Business Services, Mary Kay

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.

MARK OF DISTINCTION AWARD – Garry Coles and the late Kimberly Coles, Independent Business Owners, Amway Canada

This award recognizes an independent sales consultant (ISC) who makes a profound difference in the community by helping others and positively impacting the community.

COMMUNITY SPIRIT AWARD – Jennifer Dekezel, Canadian Associate Market Mentor at MONAT Global Canada

This award honours an ISC whose charitable efforts have made a difference in the lives of others.

INDUSTRY INNOVATION AWARD – Mary Kay for their Skin Analyzer App

This award recognizes the implementation of a program or service unique to the Canadian direct-selling industry by a DSA member company.

MAKING A DIFFERENCE AWARD – Mannatech for their Nourishing Hope campaign

This award honours companies whose charitable and/or community service efforts have made a profound difference in the lives of Canadians.


This award recognizes supplier member companies that provide a product or service to an active member company which has made a measurable impact and contribution on the active member company’s business.

Visit for more information on each award winner.

$16,000 in Academic Scholarships Awarded to Post-Secondary Students Across Canada

TORONTO, September 22, 2020 –Today, the Direct Sellers Association of Canada (DSA Canada) is proud to announce its 2020 Scholarship Program winners. Every year, the Scholarship Program awards a total of $16,000 to eligible post-secondary students with ties to the direct selling industry, to help them advance their post-secondary education.

The Scholarship Program helps to raise awareness of the direct selling model both with students and academia. It consists of six $2,000 scholarships awarded to eligible children or grandchildren of active independent sales consultants (ISCs) of DSA Canada member companies or ISCs who themselves are students. It also awards one $2,000 scholarship to an eligible child of a DSA Canada member company employee. Additionally, two $1,000 grants are also awarded to the academic institution of the top two scholarship recipients.

“On behalf of the DSA, we are thrilled to present these scholarships to these outstanding students,” said Peter Maddox, DSA President. “We are honoured to have the opportunity to give back through our Scholarship Program and to promote entrepreneurship in Canada.”

The seven recipients of the 2020 DSA Canada Scholarships are:

  • Annie Sahagian, AVON Canada Inc., University of Toronto (Scarborough Campus)
  • Manon Garde, Mary Kay, University of Waterloo
  • Jazlyn Rohatensky, USANA Health Sciences, University of Winnipeg
  • Chong Hern Ling, USANA Health Sciences, University of British Columbia
  • Rylen Williamson, Amway Canada, University of Calgary
  • Nicole Buzzelli, Arbonne International Canada, Huron College, University of Western
  • Mallika Vijayakumar, Mary Kay, McMaster University

In recognition of their achievements, this year’s top two students, Annie Sahagian from the University of Toronto (Scarborough Campus) and Mallika Vijayakumar from McMaster University, will also see a $1,000 grant awarded to each of their schools.

“We are very pleased to announce our 2020 scholarship recipients,” said Jackie McClements, Direct Selling Education Foundation of Canada (DSEF) Chair. “Each year, we are impressed by the caliber of entries received from individuals across Canada. This year’s recipients are a remarkable group of students with incredible potential. It is our pleasure to help them achieve their educational goals through this scholarship program.”

Operating in it’s ninth year, the Scholarship Program has awarded over $100,000 in academic grants to post-secondary students across Canada and receives support from the Direct Selling Education Foundation (DSEF); a not-for-profit organization established by DSA Canada in 1994.  The DSEF promotes public awareness of the direct selling industry in Canada and serves the public interest through educational programs and research into direct sales and micro enterprise.

Applications for the 2021 Scholarship program will open in March 2021. For more details, visit:

Direct Sellers Day 2020 – Celebrating Empowerment and Opportunity

Raising awareness of the social and economic benefits of direct selling in Canada

TORONTO, September 14, 2020 — To help raise awareness of the direct selling opportunity, and the social and economic benefits that it provides, the Direct Sellers Association (DSA) of Canada is launching the first annual Direct Sellers Day on September 16, 2020.

This year’s Direct Sellers Day theme: Direct. Social. Influential., highlights the impact independent sales consultants (ISCs) from DSA member companies have on Canadians and the economy as a whole. The virtual campaign will feature personal stories from nine ISCs, detailing why they chose direct sales and how their lives have been empowered as a result.

Direct sellers, such as well-known brands Mary Kay, Pampered Chef, Cutco, Arbonne and USANA Health Sciences, contribute $7.3 billion to the Canadian economy annually. Their nearly 1.2 million ISCs across Canada sell a variety of products and services, such as cosmetics, homewares, nutritional products, jewelry and utilities, helping them to achieve personal goals and objectives in a flexible and entrepreneurial manner.

“The COVID-19 pandemic has forced people to re-evaluate their lives and personal situations, with DSA research showing that nearly 4 in 10 Canadians are looking for alternative ways to supplement their earnings in the coming year”, says Peter Maddox, DSA Canada President. “This educational event will tell the positive and realistic story of how the often unsung direct selling channel helps Canadians improve their lives, and provides a vital and trusted retail service for friends, family, colleagues and broader social networks.”

On September 16, 2020, all Canadians are invited to join in the virtual Direct Sellers Day celebration by posting their inspiring direct selling stories on social media. Events include an official kick-off on Facebook Live at 11am, as well as community story sharing, contests, fundraising for DSA Canada’s Scholarship Program and more.

Visit for more information and to download a Direct Sellers Day toolkit.

Direct Sellers Unfairly Excluded from the CERB

TORONTO, April 9, 2020 –Today, the Direct Sellers Association of Canada (DSA), responded to the restrictive eligibility criteria for the Canada Emergency Response Benefit (CERB).

“Over 1.2 million Canadians, 82% of which are women, work in the direct selling industry and they have been financially impacted by the COVID-19 pandemic, like so many other industries in Canada“, said DSA President, Peter Maddox. “They deserve the same support that millions of Canadians will be receiving through the CERB.”

Independent sales consultants (ISCs) rely on direct selling either to supplement other income or help make ends meet for their families. Many of them use direct selling as a more flexible way to make money than a 9-to-5 job, which better fits their lifestyle. Canada’s direct sellers help millions of Canadians access goods that they may otherwise not be able to at this time, and they contribute to the health of the local economy.

“Many ISCs have lost the majority of their income, but continue to make a small portion of it through e-commerce and commissions. These commissions are preventing them from accessing the CERB, even though they may have lost a large majority of overall income”, continued Maddox.

The CERB eligibility is clear that it only allows applicants to access the benefit if they are receiving no income. This is unlike employment insurance (EI), which allows for other sources of income and encourages Canadians to remain part of the active workforce. The CERB should be adjusted to ensure millions of ISCs don’t have to give up a flexible earning opportunity in order to access support.

“We are asking that the government amend eligibility criteria to allow Canadians who have lost the majority, but not all, of their income to have to access the CERB,” concluded Maddox.

Since 1954, the Direct Sellers Association of Canada has established and upheld rigorous standards, ethics and good business practices, as the recognized voice of our industry. We are a family of competitors, using our combined strength to ensure fairness in regulations and to gain credibility and respect with Canadians. As an industry that connects 1.2 million Canadians to entrepreneurial opportunity and enrichment, we provide assurance of member company integrity and a foundation of trust for independent sales consultants (ISCs) and consumers.