This Friday, April 13, after 18 years with top 40 distributor Geiger (asi/202900), industry veteran Laura Holt will officially retire. It marks more than 30 years in the promo business for Holt, who will finish out her career as regional vice president at Geiger overseeing nearly 80 sales partners across states in the Midwest, Northwest and West.

“People have said to me, ‘You’re retiring on Friday the 13th!’” she says. “And I say, ‘It’s a good day for me, because if you can get paid for what you love to do, you’re pretty lucky.’”

Holt wasn’t certain what her future in promotional products would look like when she signed a two-year contract with Geiger in 2000 after the company bought her family’s distributorship, Holt Marketing Group. But after almost 20 years with Geiger, she’s adamant that it was the best fit.

“We had three companies interesting in buying, and while the other two wanted to know about our numbers, Geiger’s first question for us was, ‘Tell us about your people,’” remembers Holt. “That made a difference, because it was important for us that our team be taken care of.”

Jo-An Lantz, Geiger’s executive vice president, remembers when Holt joined Geiger and planned on being there only for a short time. “She said she would stay two years,” remembers Lantz. “Two years turned into 18! We were truly blessed, as Laura is smart, fun, energetic, gracious, professional and the perfect prankster. She has the true gift of hospitality and makes you feel like you’re her best friend.”

Holt’s family built their company virtually from scratch, purchasing a small Arizona-based distributorship in 1984 that came with just three things: an adding machine, an old customer list and one part-time salesperson. Holt continued in her job as vice president of a savings & loan association, while helping her husband, Glen, and stepson run the business on the side. But a couple years later, the Holts had to make a decision.

“It got to the point where we either had to shut our doors and admit we made a mistake, or I quit my banking job to focus on the distributorship full-time,” she says. “So I left my banking job and went with Holt Marketing. For two years I went without a salary because there was no money to pay me, but we added staff and grew it to a $4.5 million company by 2000.”

In fact, many of the staff they brought on were young mothers, which Holt says demonstrates the flexibility the industry offers, making it a great choice for those looking for a work/life balance. “Also in this industry, there’s no limit to the earnings potential if you work hard and you’re creative,” she says. “I’ve always been treated equally. I never felt like I was beneath my male counterparts.”

Over the past 18 years, Holt, Counselor’s 2008 Distributor Woman of Distinction, says she enjoyed the travel that was part and parcel of being responsible for a large territory for Geiger. “Every day is different,” she says. “And I love the creativity that’s involved to be successful, in both sales and management.”

In fact, she incorporated creativity into much of her work, including sales and educational sessions. One time she hosted a sales meeting on the importance of strong sales presentations, including how reps can set themselves apart and impress clients. For the lunch break, she set up a table with two distinct sides: one had placements, fine china and silver utensils, while the other had white paper plates, red plastic cups and cheap plastic forks and knives.

“I asked them, ‘You’ll all be getting the same lunch. So which side do you prefer?’” she says. “I liked to do different things to make a point, and I think it’s important to have fun at work.”

As she looks back over her time in the industry, Holt says developments in e-commerce have had a significant effect on the business over the past few years. “It’s amazing how technology has changed our industry,” she says. “E-commerce use among consumers is only going to increase. If businesses don’t jump on the bandwagon, they’re going to be left in the dust. Every company has to have it in some capacity.”

It’s a convenience that clients look for, but it’s also changed the way distributors have traditionally sold, since customers “don’t want to see you anymore,” she says. “Customer service is definitely being affected. It has to be more of a consultative sale these days. If they say they can get it cheaper online, I tell them, ‘Well, you won’t get the service I offer. And if you source from overseas, I hope you speak fluent Chinese!’”

While she doesn’t have long-term retirement plans yet, she does plan on traveling and reading more (starting with a month-long vacation to Asia next week), and spending more time with her five grandchildren.

“Selfless, tireless, unfailingly positive and possessing a huge heart, Laura is beloved by everyone she has worked with and touched,” says Gene Geiger, owner and CEO of Geiger. “She has made our company and our industry better. There will never be another like her.”

As news of her retirement spread across the industry, praise poured in from all corners, including this comment from Fran Ford, president of Castelli North America (asi/44305): “I’ve known Laura for many years, and the role she’s played in my career as well as so many others is beyond reproach. The mark she’s made on our business I doubt will ever be duplicated. We’re all so happy that she’s finally getting to retire, but it’s a great loss for all of us today and in the future. She’s left an indelible mark and will never be forgotten. I will miss her, but I will always be grateful for her friendship, mentorship and most of all, who she is as a person. I love you, Laura, as do so many others! Best of luck in the future!”