Tag: President’s Letter

This year’s Expo was an authentic statement of where our industry stands and, more importantly, where it is headed.

The experience felt less like a trade show and more like a turning point for APA as we raised the bar. 

Our total registration of 2,119 was a dramatic increase over last year, as we showcased 87 exhibiting companies across nearly 20,000 square feet of booth space, representing a 10 percent increase over 2025.

What struck me most was the common thread running through this year’s Expo: Our industry is embracing intelligent tools, from automation to artificial intelligence, not to replace craftsmanship, but to enhance it. 

We saw this play out in real time across the show floor. For example, xTool’s camera systems now translate 2D images into dimensional engraving effects, turning careful setup into a seamless creative step. On the UV-printing side, advances from PDS Equipment and LogoJET are pushing color vibrancy and consistency to new heights. Perhaps most striking was IKONICS Imaging’s automated sandcarving cabinet, potentially the first designed for large-scale production. Meanwhile, Rayzist Photomask continues to unlock new levels of detail through advanced masking solutions.

The message is clear: Innovation and craftsmanship are not in competition; they are partners.

The businesses leaning into this moment are also the ones willing to ask hard questions, explore new platforms, and invest in tools that amplify their capabilities. 

You’ll read about several people asking these hard questions in this issue of Insights, including Cheryl Kuchek, who wanted to rethink sublimation opportunities and share the latest technology and techniques with fellow makers. She embodies so many of our members who are setting the pace for the rest of the industry.

Our association has long championed the value of community, education, and shared progress. The Expo demonstrated that those values produce results. Our members are driving change rather than reacting to it. 

As we move forward, I encourage each of you to carry that momentum. Connect with the peers you met at the Expo or in the Member2Member Forum. Follow up on the ideas that sparked something new for your business. Explore the tools that caught your attention and could impact your bottom line. The conversation that began at the Expo is merely a starting point.

If you missed this year’s Expo, save the date now for next year’s: February 23–26, 2027, at the Horseshoe Las Vegas.

Thank you to every member, exhibitor, sponsor, and volunteer who made this year’s Expo such a success. You are the reason this industry continues to inspire me and APA.

Justin Varn

Stepping into the role of president of APA is truly an honor, and for me, it’s also deeply personal. Years ago, my father, Sam Varn, CRM, had the privilege of serving in this same position. I have seen the relationships he built, the pride he took in this industry, and the way APA supported our business, as well as so many other member companies. To follow in his footsteps is incredibly meaningful and something I do not take lightly.

While I have tremendous respect for our history and the foundation that has been built, I am equally energized about where APA is headed next.

The awards and personalization industry is built on celebrating milestones, recognizing achievement, and capturing meaningful moments. That same spirit of recognition must extend inward toward our own future, especially to the next generation of retailers, suppliers, and entrepreneurs who see tremendous value in being part of this community.

Under the leadership of our immediate past president, Wilson Brim, CRS, APA navigated seasons of change and uncertainty with strength and clarity. Wilson, thank you for guiding this association through uncharted territory and for making sure we were aligned and focused. Your leadership is second to none, and I personally cannot thank you enough for your dedication and steady hand.

Building on that momentum, my focus is clear: growth, engagement, innovation, and continuity. I want to invite younger members to step in, raise their hands, and get involved. Whether it’s through mentorship, peer collaboration, education, supplier partnerships, or simply having a trusted network to lean on, APA makes a difference. Together, we can bridge generational gaps and ensure emerging professionals feel heard, supported, and empowered to lead.

A key component of that growth will be the thoughtful adoption of technology. Artificial intelligence and emerging tools are not here to replace what makes our industry special; they are here to enhance it. AI can streamline workflows, reduce repetitive tasks, improve customer communication, strengthen production efficiency, and ultimately allow us to focus more on creativity, craftsmanship, and relationships. When used strategically, technology becomes a force multiplier for the values that already define our industry.

This year I look forward to bringing fresh perspective, momentum, and enthusiasm to this role while honoring the legacy built by those who came before us. Together, we will continue strengthening our foundation, expanding our reach, and shaping the next generation of our industry.

Thank you for the trust you have placed in me. I am ready to get to work.

Justin Varn, Awards4U

APA President