Sarah Ward, Co-founder
BIRA - British Independent Retailers Association
Sarah Ward has been described as a powerhouse in the gift and lifestyle industry, with decades of experience shaping, leading and championing the sector she loves. In January 2026, Sarah founded The Gift & Lifestyle Consortium in partnership with Bira, a bold new venture driven by her mission to influence the industry positively and share her unrivalled wealth of knowledge and expertise.
Sarah’s leadership credentials speak for themselves. As CEO of The Giftware Association for almost a decade, she became one of the most recognised and respected voices in our sector, advocating fiercely for businesses of all sizes. Before that, she spent over a decade as Director of Penny Kennedy, cementing her reputation as a strategic, commercially sharp operator.
Her roots, however, are firmly in retail. Sarah built her commercial foundation in some of the UK’s most iconic blue chip brands – Coast, Next, Arcadia and Boxfresh, before stepping into wholesale and never looking back. Four decades in. Still driving change.

Gemma Sault, Managing Director
The Giftware Association
Gemma Sault is a passionate advocate for beautifully curated living spaces, bringing both industry expertise and a refined eye for design to her role as a Home Fragrance Ambassador. As Managing Director of The Giftware Association, she sits at the heart of the UK’s gift and home sector, working closely with leading brands, retailers, and designers to shape trends and champion innovation across the industry. Her extensive experience in general merchandise working for big retailers such as Sainsbury’s, Next and Poundland.
With extensive experience supporting and promoting home and giftware brands, Gemma has developed a deep understanding of consumer behaviour, product development, and retail storytelling. Her work has taken her across the UK and beyond, collaborating with manufacturers and artisans while highlighting the importance of craftsmanship, quality, and thoughtful design.
Gemma believes that fragrance plays a vital role in how we experience our homes transforming spaces, evoking emotion, and enhancing wellbeing. Through her ambassadorial work, she showcases the power of scent as an essential element of modern living, from luxurious candles to sophisticated diffusers and emerging fragrance concepts.
Combining her professional insight with a genuine passion for interiors and gifting, Gemma connects audiences with inspiring home fragrance brands, sharing not only the products but the stories and creativity behind them.

Sara Allbright, Director and co-founder
Retail100 Consulting
Sara Allbright is a director and co-founder of Retail100 Consulting, which is a consultancy firm with 100 years of cumulative retail experience that helps retailers and brands grow.
Prior to Retail100 Consulting, Sara worked in buying roles at John Lewis for 18 years, predominantly for home and seasonal categories, including eight years leading gift and home fragrance buying. She specialised in brand relationships and in growing small emerging brands into market leaders, and is also experienced in own-label sourcing across multiple categories and countries.

Christopher Workman, Head of Operations and Events
The Giftware Association
Christopher Workman is Head of Operations and Events at The Giftware Association, where he plays a key role in supporting, connecting, and championing the UK’s vibrant home and gift industry. With close to a decade of experience within the Association, Chris has been instrumental in shaping its marketing, events, and member engagement strategies, helping to drive growth, visibility, and industry collaboration.
At The Giftware Association, Chris leads on major initiatives including the prestigious Gift of the Year Awards, one of the most influential accolades in the global gift and home sector. Through this work, he collaborates with brands of all sizes, from emerging designers to established retailers, helping them gain exposure, build connections, and bring innovative products to market.
Known for his hands-on, collaborative approach, Chris works closely with members, partners, and industry stakeholders to deliver meaningful opportunities—from trade show engagement and networking events to marketing campaigns and thought leadership. He is passionate about supporting businesses at every stage of their journey and ensuring the industry continues to evolve in line with changing consumer expectations.