Imelda Vital, Executive Director of Seldia, the European Direct Selling Association (DSA), passed away. Vital dedicated her career to the direct selling industry for more than three decades and was a proud champion of the channel, spending 25 years leading European Government Affairs for Amway and serving on the boards of many DSAs and trade associations throughout her career.
Vital was named Executive Director in 2025 and brought a strong focus on public policy to the role. As a respected voice in the European direct selling industry, she was instrumental in the organization’s growth and consolidation and left an enduring mark on the association and the sector as a whole.
In memoriam, Seldia released a statement, saying: “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.”
“On behalf of everyone at Direct Selling News, we extend our deepest condolences on the passing of Imelda,” said Patricia White, Direct Selling News Publisher. “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.”
