This week, we’re thrilled to highlight and celebrate one of our reps, Julia Kelley, who was recently honored as the Southeast Region Rep of the Year at the Retailer Excellence Awards in Dallas. Julia’s recognition is a true testament to the heart, dedication, and professionalism she pours into her work every day. More than a sales rep, Julia is a trusted partner, community supporter, and shining example of how Road Runners reps go above and beyond to help retailers thrive.
Julia Kelley Proves How Reps Are So Much More Than Order Takers
For Julia Kelley, being a sales rep is about much more than line sheets and road appointments. It’s about building genuine relationships and showing up, not just with catalogs and samples, but with compassion, consistency, and a sincere desire to help her customers succeed.
As an Independent Territory Sales Representative with Road Runners, Julia covers a unique slice of the Southeast: North Georgia, Western Carolinas, and East Tennessee. Her region is a tapestry of mountain towns, college communities, and tight-knit neighborhoods, where local retailers play a vital role in the community’s fabric.
“I represent multiple companies in the Gift and Home Décor industry, focusing on independent retailers,” she explains. “I help buyers stay on top of trends and serve as a liaison between the store and the manufacturers.” It’s a role that demands equal parts business acumen, trend knowledge, and people skills, and Julia brings all three to the table.
For many reps, the car becomes a second office, and Julia is no exception. “My car is more of an office than a sample closet,” she says. “I carry an adequate number of catalogs, plus select samples that are priced and ready to go so that I can move quickly during appointments.”
It’s her efficiency and preparedness that make Julia a trusted partner to her buyers. She understands the rhythm of a busy retail day and comes equipped not just with product knowledge but with a plan. But she also knows that success in this industry goes far beyond the transaction. It’s about being there when it matters most.
After Hurricanes Helene and Milton devastated parts of her territory, Julia didn’t hesitate. She helped organize a full-scale supply drive to support affected retailers and their communities, mobilizing a network of resources to bring cleaning products, food, clothing, water, and other essentials to the hardest-hit areas.
As Julia puts it, “Unfortunately, natural disaster events are happening in towns and communities that need our support. Every situation is different, and a rep can always help by donating food or supplies. However, making a simple phone call or sending a text to the customer, letting them know you are there to help, not only professionally but also personally, can mean everything. Customer relationships are so important, and letting them know you care, I feel, is vital.”
That unwavering commitment to her customers and community didn’t go unnoticed. Julia was recently honored as the Southeast Region Rep of the Year at the Retailer Excellence Awards, held in June during the Dallas Market. As one nominator put it:
“She is a testament of how reps are not just order takers. They invest in the towns they work in.”
Over the past decade, Julia has seen the role of the rep evolve in real time. While some aspects, such as the importance of relationships, have remained constant, other elements have shifted dramatically. “I spend much more time now managing customer service and accounts payable issues,” she says. “That can take time away from being in front of customers, which is the part of the job I love most.”
Another big change? The pace of communication. “Customers and vendors expect immediate responses,” Julia notes. “That can be difficult when you’re on the road every day, driving from one appointment to the next.” Despite the added pressures, she takes it all in stride. Her calm, can-do demeanor and commitment to staying responsive—even when juggling multiple moving parts—make her an asset to both her stores and vendor partners.
At the heart of Julia’s success is her ability to balance multiple roles with grace. She’s a trend forecaster, product educator, customer service rep, and order tracker all rolled into one. But more than that, she’s a partner in her retailers’ growth. She takes pride in helping stores make smart, informed buying decisions, curating collections that resonate with their customers, and helping them differentiate from competitors.
Whether she’s advising on seasonal bestsellers or troubleshooting a shipping delay, Julia shows up with solutions and a smile. Her retailers know they can count on her, and that trust is the foundation of every lasting partnership.
This article was recently published in the August 2025 issue of Gifts and Decorative Accessories Magazine.