Who We Are
Our firm combines Suzie Williford’s decades of industry expertise with cutting-edge strategic development, making SW Collective the go-to destination for companies looking to elevate their brand, streamline operations, and forge lasting industry partnerships. As a trusted partner in your growth journey, we ensure your business stays ahead in a competitive market.
We are more than just a consulting group—we leverage our industry and operational expertise to create opportunities that drive sales and take your business to the next level. With Suzie’s deep understanding of the market and her extensive network, SW Collective ensures that your company is positioned for long-term success, with the support of an entire ecosystem of partners and professionals.
what makes us different
Why Work With Us
Unparalleled Knowledge
With years of expertise in the luxury market, SW Collective understands the nuances that drive success in the kitchen and bath, design, and luxury products. We stay ahead of industry trends and market shifts, enabling our clients to make informed decisions that position them for growth and sustainability. Our in-depth knowledge ensures you’ll have a competitive edge in even the most challenging markets.
Industry Accolades
Our success is reflected in the recognition Suzie Williford has earned through numerous industry awards and accolades, solidifying a reputation as a trusted leader in the luxury market. These achievements are not only a testament to our hard work and commitment but also a mark of quality and reliability that clients can trust.
Established Connections
Building strong industry relationships is at the core of what we do. SW Collective has cultivated a vast network of influential contacts across the luxury space, including developers, designers, suppliers, and media outlets. These connections open doors to exclusive opportunities, partnerships, and collaborations that can propel your business to the next level. When you work with us, you gain access to the people and platforms that matter most.
Business Experience
With a track record of helping businesses thrive, SW Collective brings a wealth of experience in crafting tailored strategies that drive real results. From market entry strategies to brand positioning and business development, we’ve helped countless companies succeed. Our hands-on experience ensures that we understand the challenges and opportunities your business faces, and we know how to overcome obstacles to achieve your goals.
Suzie Williford
With decades of industry experience with all product types, and an extensive network, Suzie connects with companies to: increase brand awareness; create a community of brand loyalists; gather consumer insights; and adapt to market needs – all of this in the name of driving sales.
Suzie partners with companies to promotes their brand and products with the ultimate goal of driving sales. When contracted by a company, Suzie places the utmost significance on embodying the company’s values, ethics, and persona as a representative of the company.
Suzie brings value to her clients as an outgoing and enthusiastic professional who understands the kitchen and bath, design, and luxury products industries. Her decades of sales and sales management experience, passion for kitchen and bath products, and effective communication skills are a value add for each company that brings her along as a partner.
Suzie has an extensive network in the industries where she will promote your products and services, be it with interior designers, kitchen and bath designers, showroom specialists, or commercial and residential builders. Suzie has built a career of bringing people alongside her in her successes, which is exactly what she does for her clients as she furthers their brand awareness and loyalty, creates a positive image for the brand, and, most importantly, increases sales.
She promotes her clients by leveraging her event planning, coalition building, and networking and consumer engagement skills at events, trade shows, and showroom product demonstrations. As a natural communicator who enjoys building relationships, she will be the consistent presence for the brands she supports, creating valuable connections that convert to additional revenue for the company.
Suzie brings over 30 years of expertise in business development and sales within the kitchen and bath industry. Her impressive career includes roles such as Chief Strategy Officer at the National Kitchen & Bath Association (NKBA) and Vice President of Sales for two prominent kitchen and bath companies, one of which operated multiple locations catering to both trade professionals and consumers. Suzie’s deep understanding spans across all product categories in the kitchen and bath space, along with a thorough grasp of the industry’s distribution and supply chain.
While at the NKBA, Suzie played a pivotal role in leading the Marketplace, which includes overseeing the Kitchen & Bath Industry Show (KBIS) and providing valuable contributions to the development of Design & Construction Week. She also managed Governance and Leadership Communications, enhancing volunteer relations and communication efforts. Additionally, Suzie helped establish both domestic and international relationships to elevate NKBA’s brand presence globally. Her leadership extended to developing a women-to-women mentoring program, aimed at empowering others to advance their business skills and knowledge in the kitchen and bath industry.
Suzie’s understanding of association governance is strengthened by her 10 years of volunteer service on the NKBA Board of Directors, including her term as NKBA President in 2009. In recognition of her contributions to the industry, Suzie was inducted into the NKBA Hall of Fame in 2019.