By Susannah Schofield OBE
Director General, UK Direct Selling Association
Speaking recently at a major retail conference, I found myself reflecting on something that those of us in direct selling have understood for decades: when the world accelerates, human connection becomes more valuable — not less.
Across the conference presentations, there was much discussion about AI, automation, efficiency, and cost reduction. Retailers are investing heavily in technology to streamline operations, personalise marketing, and optimise supply chains. And rightly so. Innovation drives progress.
But running through every panel discussion and presentation was a quiet, recurring theme: in an increasingly automated marketplace, customers are craving something technology alone cannot provide — genuine human connection.
This is where direct selling stands apart.
For over 60 years in the UK, our channel has been built on relationships. Not transactions. Not algorithms. Not anonymous clicks. Relationships. The consultant who knows your preferences. The person who takes the time to explain, demonstrate, and reassure. The trusted voice who follows up, not because a CRM prompted them to, but because they genuinely care.
At the UK Direct Selling Association, we represent a sector generating around £1 billion in annual retail sales, supported by hundreds of thousands of independent sellers across the country. But beyond
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Amanda Sly Announced As New Chair of the Direct Selling Association
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The UK trade body for direct-to-consumer (D2C) retail, the Direct Selling Association, has appointed Amanda Sly as the new Chair of its Board.
Amanda, who has served on the Board of the Association since 2023, replaces Ayo Olaseinde, following the conclusion of his two-year term as Chair.
The Direct Selling Association is the recognised trade body for the D2C channel of retail in the UK and counts many of the UK’s major D2C operators amongst its members, including Avon, Usborne Publishing, Amway and Oriflame.
Amanda’s career spans 25 years in retail, including time spent at D2C beauty giant Avon, Superdrug, and Mole Avon Country Stores. Her current role as Director of Operations for natural nutrition and skincare company AquaSource – which operates exclusively via the D2C channel – sees her oversee the UK and European day-to-day operations across the business and follows five years as UK and Europe Country Manager for the brand.
Susannah Schofield OBE, DSA Director General
Susannah Schofield OBE, Director General of the Direct Selling Association, comments:
“Having worked alongside Amanda for the past two years, I am delighted to have the opportunity to collaborate even more closely with her as she takes up the role of Chair. Her drive, passion and commitment to the sector are