The promotional products community lost a highly respected and influential member this week with the death of Paula Shulman, former vice president of sales at Prime Line (asi/79530).

Shulman, Counselor’s 2008 Supplier Woman of Distinction, joined Prime Line in 1982 as one of its first executive managers. During her time with the supplier, she served as customer service manager, director of marketing and national sales manager before being appointed as vice president of sales, a position she held for 10 years, having stepped down in 2017 following alphabroder’s acquisition of Prime Line. Since then, Shulman served as a consultant.

“Paula has been a consistent face of our company for the last 35 years, and is much loved and respected in the industry,” said Eric Levin, general manager of Prime Line. “She contributed in so many ways to help build Prime into what it is today. Paula is and will always be a cherished member of Prime and the Lederer families.”

Outside of Prime Line, Shulman, a former Counselor Power 50 member, was active in various industry groups. She served as president of the Specialty Advertising Association of Greater New York from 2011 to 2012, was a board trustee for the Promotional Products Education Foundation and was president of Premier Group.

Shulman’s peers in the promotional products industry remember her as a guiding force on the business side, but also a source of energy and positivity on a personal level.

“As soon as I learned of Paula’s passing, her warm and bright smile came to my mind,” Gerry Barker, president of Barker Specialty (asi/132690), told ASI. “Paula was smart, engaging, kind and totally understood this industry. She will be missed as a supplier, friend, mentor and trusted advisor. May her memory be a blessing for all.”

Jeff Gidre, partner of Geiger O2 Marketing (asi/286464), remembers Shulman’s generosity when he was starting his company.

“When we started O2, we sent letters to suppliers asking for a line of credit. She sent us a silver tray from Tiffany with a $50,000 line,” he said. “Ten times any other company. Sweet lady.”

“Paula was a mentor to so many people, and to me she was a guiding star in work and in life,” said Kippie Helzel, director of strategic partnerships for Counselor Top 40 supplier Spector & Co. (asi/88660). “So grounded, so real, she had a magical way of cutting to the chase, always with compassion and clarity. Paula was one of the best people I have ever known. I am so proud of our longtime friendship. My heart is heavy, but filled with so much love and beautiful memories.”

“Paula was an exceptionally special lady whose deep talents and passion for the industry propelled her from assistant to the founder all the way to executive vice president for sales,” said former Prime Line President and CEO Rick Brenner. “Paula Shulman was one of a kind. The industry has lost a rock star and we have all lost a dear friend.”