Imelda Vital, Executive Director of Seldia, the European Direct Selling Association, has passed away. She dedicated more than three decades of her career to the direct selling industry and was widely regarded as a strong advocate for the channel.
Vital spent 25 years leading European Government Affairs for Amway. She also served on the boards of many direct selling associations and trade groups throughout her professional life. Her work consistently focused on strengthening the industry across Europe.
In 2025, Vital was appointed Executive Director of Seldia. In this position she placed a strong emphasis on public policy. She played a key role in the organization’s growth and consolidation during her time in leadership.
Colleagues throughout the European direct selling sector viewed her as a respected and influential voice. Her contributions left a lasting impact on both Seldia and the wider industry. Many described her as a mentor and trusted collaborator.
Seldia released a statement in her memory: “Imelda was far more than an exceptional leader. She was a trusted colleague, a mentor to many and a dear friend. Her warmth, generosity, integrity and genuine care for people touched everyone who had the privilege of working with her. She believed deeply in the power of collaboration and dedicated herself to strengthening relationships across the industry, always with professionalism, grace and kindness. While we mourn this tremendous loss, we also celebrate Imelda’s extraordinary legacy. Her contributions to Seldia and to the European direct selling community will continue to guide and inspire us for many years to come. She will be deeply missed, but her vision, values and unwavering commitment to our industry will never be forgotten.”
Patricia White, Publisher of Direct Selling News, also shared her thoughts: “On behalf of everyone at Direct Selling News, we extend our deepest condolences on the passing of Imelda. She was truly a remarkable leader whose dedication, vision and unwavering commitment helped shape not only Seldia, but the direct selling industry as a whole. Beyond her many professional accomplishments, Imelda will be remembered as a gracious, thoughtful and deeply respected colleague whose ability to bring people together touched so many. She will be greatly missed, and our thoughts are with the Seldia team, her family and all who had the privilege of knowing her.”
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