The Chief of Timeless Traditions
“Choose a job you love, and you will never have to work a day in your life.” This phrase, attributed to Confucius, perfectly captures the professional journey of Heather Shepardson. As the CEO of Rauch Brands, a leader in holiday home décor and accessories, Heather oversees the design and distribution of the beloved Christopher Radko®, Shiny Brite, Jay Strongwater, and Kat + Annie ornaments and products.
Heather joined Rauch Brands in 2007, though her connection to the holiday business began much earlier. As a child, she spent the Christmas season dreaming up creative ways to decorate her family home. Together with her grandfather, she invented a watering mechanism for Christmas trees that eliminated the need to crawl under the branches to keep the tree stand full. As an adult, she brought this product to market as the Ever°Green Watering System. It quickly gained popularity and was featured on the Today Show, Good Morning America, and O Magazine. Heather’s passion for the holiday season eventually led her to Rauch, where she immediately dedicated herself to nurturing and elevating the illustrious Christopher Radko brand of exquisite, handcrafted Christmas ornaments, all while faithfully honoring its cherished historical legacy. Under Heather’s leadership, Rauch has experienced tremendous growth, nearly doubling in size. In 2015, Heather made a pivotal strategic shift by expanding the wholesale-only business to include a direct-to-consumer sales channel, recognizing the potential of the burgeoning eCommerce platform. Then, in 2017, Rauch acquired Jay Strongwater, a luxury designer of bejeweled home décor pieces such as frames, vases, and figurines. That same year, Heather and Rauch’s SVP of Design, Amy Pearson, debuted Kat + Annie, a line of ornaments celebrating pop culture with vibrant colors and unique styles appealing to the modern generation. Today, Rauch’s extensive distribution reaches over 2,500 retailers globally and its direct-to-consumer sales channels have expanded to represent almost 50% of the company’s revenue.
As a seasoned executive and CEO, Heather leads with unwavering conviction and heartening authenticity. A signature element of Heather’s leadership style is her dedication to creating a culture “for life.” Employees join Rauch and discover a rewarding and fulfilling workplace environment. With a team that feels continuously valued and motivated, the company boasts high retention rates and a deeply committed workforce. This culture of loyalty and satisfaction permeates every aspect of Rauch, driving ongoing innovation and excellence.
Heather also understands that successful leadership requires a deep knowledge of the business and the insight to anticipate the future. She values her vendor relationships to produce the finest quality products and drive the business forward. Specifically, her partnership with Turning Point has provided financial clarity, bringing real-time financial information to guide strategic planning and decision-making. “When Turning Point stepped in following the retirement of a long-time CFO, they dove right in. They’ve helped us enhance accounting processes and implement new reporting tools. Their dashboards are amazing, merging different data sets to present solid evidence for analyzing our business,” says Heather of Rauch’s relationship with the advisory firm.
“Heather is one of those leaders who owns the room. She is dynamic and determined. Her gut instincts are always spot on, largely because she is so knowledgeable about her industry. We have relationships with many unique and interesting businesses, but the business of the holidays – there’s a special feeling in that,” comments Julie Stead, partner at Turning Point.
Heather’s approach to leadership extends beyond the office, valuing commitment and innovation in all aspects of her life. As a loving mother of twin boys, she eagerly anticipates the holiday season each year, sharing her affection for this magical time with her family. Inspired by her own journey, Heather is dedicated to supporting and encouraging her sons to follow their passions and transform them into fulfilling careers.
