{"id":3489,"date":"2026-05-18T15:24:14","date_gmt":"2026-05-18T15:24:14","guid":{"rendered":"https:\/\/lightingnewsnow.com\/?p=3489"},"modified":"2026-05-18T18:24:52","modified_gmt":"2026-05-18T18:24:52","slug":"krista-swiss-joins-varaluz-as-regional-sales-manager","status":"publish","type":"post","link":"https:\/\/lightingnewsnow.com\/?p=3489","title":{"rendered":"Krista Swiss Joins Varaluz as Regional Sales Manager"},"content":{"rendered":"\n

Lighting veteran Krista Swiss, who has worked on both the manufacturer and showroom sides of the industry, is taking on the role of regional sales manager at Varaluz.<\/strong><\/p>\n\n\n\n

With experience collaborating with leading manufacturers, representative agencies, designers, and showrooms throughout North America, lighting industry expert Krista Swiss is considered to be a trusted and influential voice within the industry.<\/p>\n\n\n\n

Most recently, Swiss led the development of the luxury lighting catalog Francis Millar at Dulles Electric Supply. In addition to launching the catalog and website, she handled the brand\u2019s broader market positioning.<\/p>\n\n\n\n

Swiss brings more than 30 years of industry experience spanning luxury showrooms, strategic sales leadership, merchandising, brand development, and channel growth. She has been recognized for building influential industry relationships, elevating brand presence, and driving meaningful growth across the showroom and designer markets.<\/p>\n\n\n\n

In her new role as regional sales manager, Swiss will focus on strengthening strategic partnerships, supporting showroom and representative networks and further elevating Varaluz<\/a>\u2019s presence within the decorative lighting industry. Her territory spans the Midwest, West, and Central states, including Texas.<\/p>\n\n\n\n

She joins Angela Smith, a five-year veteran of Varaluz, who serves as regional sales manager covering the Northeast and Southeast.  Both Swiss and Smith are based in the Atlanta area.<\/p>\n\n\n\n

\u201cI\u2019m honored to join the Varaluz team at such an exciting time for the brand,\u201d Swiss said. \u201cThe company\u2019s distinctive design perspective, entrepreneurial spirit, and commitment to meaningful partnerships strongly align with my professional values, and I look forward to contributing to its continued growth and momentum within the industry.\u201d<\/p>\n\n\n\n

According to Varaluz, \u201cKrista\u2019s leadership, industry expertise, strategic perspective, and longstanding relationships throughout the channel make her a strong addition to the Varaluz team as the company continues its evolution and future growth.\u201d<\/p>\n\n\n\n

Related articles<\/strong><\/p>\n\n\n\n

Behind the Design: Varaluz\u2019s Ron Henderson<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Lighting veteran Krista Swiss, who has worked on both the manufacturer and showroom sides of the industry, is taking on the role of regional sales manager at Varaluz. With experience collaborating with leading manufacturers, representative agencies, designers, and showrooms throughout North America, lighting industry expert Krista Swiss is considered to be a trusted and influential…<\/p>\n","protected":false},"author":2,"featured_media":3490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":49,"footnotes":""},"categories":[11,391,10],"tags":[1063,1036,350],"class_list":["post-3489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-featured","category-people","tag-krista-swiss","tag-regional-sales-manager","tag-varaluz"],"yoast_head":"\nKrista Swiss Joins Varaluz as Regional Sales Manager - Lighting News Now<\/title>\n<meta name=\"description\" content=\"Krista Swiss, who has worked on both the manufacturer and showroom sides of the industry, is now a regional sales manager at Varaluz.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lightingnewsnow.com\/?p=3489\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Krista Swiss Joins Varaluz as Regional Sales Manager - 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