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Deanna Nowochin

Leading by Example: Deanna Nowochin Makes an Impact Locally and Beyond

What is your proudest moment as part of the independent channel?

My proudest moment was being named the recipient of the Marc Robichaud Community Leader Award as part of the Hardlines 2023 Outstanding Retailer Awards. I feel like one of the most impactful ways I have contributed to our business -is my community involvement, and this award reflects that.

How do you stay involved in the community?

I stay involved in the community in many different ways. I maintain great relationships with the people who often lean on us for support, and they know they can call anytime when they need help. I also host a charity event each year called “Chairs for Charity,” which has raised over $30,000 since 2018 just by selling $5 raffle tickets to customers.

What have you enjoyed the most in your relationship with NHPA? 

I agreed to become an NHPA ambassador because not only do I love being involved in my local community, but I feel it’s important to be a leader in the hardware community with my peers. We had the chance to attend the National Hardware Show a couple of years back, and I can’t wait to be there again.

What is the best piece of professional advice you’ve been given?  

Keep good records. I have a paper trail of almost everything.

What did you want to be when you grew up?

When I was a kid I wanted to be a teacher, but then I went to college to become a news reporter. Never in a million years did I think I would own a hardware store.

What kind of music do you like to play in the store?

I choose a radio station that plays current songs.

What is your favorite part of your job? 

My favorite part of my job is the flexibility I have to leave the office and take part in community events.

What do you do for fun when you’re not working?

I love to spend my time at our family cabin or in my photo studio.


The North American Hardware and Paint Association (NHPA) is excited to introduce the newly formed Ambassador Program for 2024. The program brings together a small group of NHPA members from across the industry who are passionate about the independent home improvement channel and have a deep involvement with the association. NHPA Ambassadors help connect their retailer networks to NHPA, encouraging retailers to become more involved with the association’s offerings, like online training, consulting, college-level courses and more.

About Jacob Musselman

Jacob is the content coordinator for Hardware Retailing Magazine. A lifelong Hoosier, Jacob earned a B.S. in journalism and telecommunications with a minor in digital publishing from Ball State University. He loves making bagels, going to farmers markets with his wife Hannah and two dogs and watching Formula One.

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