Meet the Team

The DSWA team has dedicated their professional lives to the betterment of the industry through the establishment of an Alliance that is solely committed to serving the needs of independent direct sellers everywhere.


nickiNicki Keohohou
Founding Partner and Accredited Business Coach

Nicki is a highly successful trainer and has spoken at conventions for companies around the world such as Avon, Mary Kay Cosmetics, USANA, Ignite, Thermomix, Juice Plus, Intimo, Norwex, Tupperware and hundreds more. She is the co-founder of the DSWA and contributed to the development of the DSWA Coach Excellence School®, coaching audio programs, eBooks, two #1 best-selling books and the DSWA Principle-Centered Coaching® programs.

She has coached hundreds of independent business owners as well as corporate executives. Nicki was named as one of the top 30 female entrepreneurs in America. She has been a successful field leader, Direct Selling corporate executive and consultant to the industry.

Nicki is a member of the DSWA Coach Excellence School faculty, a DSWA Accredited Coach and a Certified Business Coach (CBC) accredited by the Worldwide Association of Business Coaches.

Learn More About Nicki


Grace KeohohouGrace Keohohou

Grace co-founded the DSWA with her business partner and mother, Nicki Keohohou, after being exposed to Direct Sales and entrepreneurship her entire life. Grace was the lead developer and designer of the DSWA’s Principle-Centered Coaching® and ELITE Leadership® programs. She began her Direct Selling career as a field leader and has a passion for this profession.

Grace has been actively working with corporate executives and Direct Selling professionals for over 15 years. She is a sought-after trainer, speaker and coach and has spoken for companies in multiple countries to audiences as large as 17,000. Grace has trained and coached home-based business owners for more than 8 years, helping them to overcome their challenges and grow their businesses to new levels. She is a co-author of several best selling books including, Build It Big, More Build It Big, and Mom Entrepreneur Extraordinaire. She also received, on behalf of the DSWA, the honor of being named the National Advocate of the Year for Working Mothers.

Grace is a member of the Coach Excellence School faculty, a DSWA Accredited Coach and a Certified Business Coach (CBC) accredited by the Worldwide Association of Business Coaches.

Learn More About Grace

Angelo_Rossi_Headshot_100115Mary Ann O’Connell
DSWA Director of Training Programs

With over 15 years of experience in project management, Mary Ann joined the DSWA in 2012 and quickly established herself on the DSWA’s Management Team. She acquired a BS in Political Science (2001) and has an extensive background in both business and public administration that spans the Government, Corporate, and Non-profit sectors.

As Director of DSWA Training Programs, Mary Ann works closely with DSWA’s Corporate Clients and individual Hosts to establish public and private offerings of the DSWA’s premiere training programs around the globe. She oversees all aspects of the DSWA Coach Excellence® School and enjoys collaborating with the DSWA Executive Team to support professionals in the areas of Direct Sales, Education, Business Executives, and Ministry with applying the DSWA’s Principle Centered Coaching methodology to meet their goals.

To reach Mary Ann and learn more about DSWA Coach Excellence School or for information on becoming a DSWA Certified Coach please email her at