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About Ruth About the Company

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Ruth FailerRuth Fell Failer, president and founder of Tips of the Trade, has extensive understanding of new business development. With strong communication, marketing, sales, and retail management skills, she organized over 150 trade shows. She has over 20 years of experience in training, managing and hiring of staff professionals. She’s designed company-wide customer service policies and client service programs. Ruth has a CTSM, Certification for Trade Show Marketing and received her A.J.P., Accredited Jewelry Professional certificate from the Gemological Institute of America.

Formerly, as co-owner and vice president of sales and marketing at David H. Fell & Company Inc., a supplier in the jewelry metals industry, Ruth created the Sales and Marketing department. She acted as a liaison between employees and customers, and created the quarterly newsletter called The DHF Report. Her advertising campaign along with a strong customer service policy earned the jewelry industry’s 2000 Best Designer Supplier Award from the Contemporary Design Group.


Ruth is passionate about building and maintaining relationships by providing good service. Her goal is to work with people in an interactive atmosphere where she can assist them in becoming more successful.


Certified Trade Show Marketer (CTSM).
Veteran of more than 150 trade shows.
A.J.P., (GIA) Accredited Jewelry Professional.
Recipient, CDG Best Designer Supplier Award in 2000.

Fifteen years experience as co-owner and vice president of sales and marketing for David H. Fell & Company Inc.

Over ten years experience in retail, outside sales and retail management.


What is certification in
Trade Show Marketing?


Amy Thibodeau helping a CTSM candidate Ruth Failer
Photo courtesy of EXHIBITOR ONLINE

The Certified Trade Show Marketer (CTSM) program, sponsored by EXHIBITOR, is a certification program for the trade show and corporate event marketing professionals. The CTSM program sets the industry standard for excellence by providing a disciplined approach to achieving a high level of competence in the very specialized field. It is also soundly backed by university affiliation with Northern Illinois University’s Outreach program for CEU credits. This affiliation helps to set a standard of excellence unequaled in this industry.

For more information visit CTSM.com.

Trade Show Affiliations: { Ruth in the Booth}

AACR (American Association for Cancer Research) Annual Meeting

AGTA Gem Show (American Gem Trade Association)

E For All (Entertainment For All Expo)
Gift & Home Furnishings Market At The LA Mart
JCK (Jewelers Circular Keystone)
Las Vegas Coin, Jewelry & Collectables Show
Long Beach Coin, Stamp & Collectables Expo

Los Angeles Travel & Adventure Show

The NAMM Show07 (National Association of Music Merchants)

The Special Event

WCJS (West Coast Jewelry Show)

Western Foodservice & Hospitality Expo

About the Company:                        About Ruth

Mission Statement:

Give good service. Include passion in your work. Build and maintain relationships. Bring others success, and you will be successful. Work with people in a fun interactive atmosphere - they will remember what they have learned and ask you to come back. Do not present workshops using “the death by PowerPoint method”.

With her love of trade shows and her burning desire to re-connect with manufacturers, designers and retailers, “Show and Tell Just Got Serious!” Ruth Fell Failer launched Tips of the Trade, which draws upon extensive hands on experience and knowledge of the inner workings of sales, marketing, trade shows and retail.

The company offers customized interactive experiential workshops and one to one coaching in sales, marketing, boothmanship (booth etiquette), follow-up, choosing the right show, selecting the best booth staff, and many more topics. The cliental include exhibitors, trade show organizers, association members and retailers in all industries. Tips of The Trade is a business development consulting firm, piecing together the trade show experience.

Click here for more information about Experiential Workshops and Presentations

Click here for more information about One to One Coaching

Company Summary:

Offering customized business development and solutions to exhibitors, organizers, associations and retailers.
Evaluating and advising marketing strategies.

Presenting performance development for the client to increase sales volume.

Engaging participants in an experiential, high retention atmosphere!


First-time exhibitors and experienced exhibitors who would like to increase the number of qualified buyers to the booth, and require a well trained staff.
Exhibitors from out of the country who would like to learn local best practices at the trade show.

Show organizers looking to consistently bring more qualified attendees to each new show.

Show organizers who would like to provide value-added services to their exhibitors.

Association leaders in need of a presenter to discuss the profitability of trade shows.

Click here for information about the Services offered.

Trade Show Groups:





About workshops and Presentations Testimonials Media Room Contact