Ronna Griest joins upholstery source Massoud as creative director

Most recently was design director at Paul Robert

Gary Evans -- Furniture Today, June 13, 2011

Ronna Griest

DALLAS — Dallas-based upholstery manufacturer Massoud has named industry veteran Ronna Griest to the newly created position of creative director.

She will be responsible for the creative direction of the line, including fabric selection, frame development and trade showroom merchandising. She also will work with Massoud's sales team and retailer and designer customers to help shape and strengthen the company's marketing and merchandising direction.

She reports to CEO Chuck Massoud.

Griest, who most recently was design director at upholstery manufacturer Paul Robert, has more than 30 years of experience in the upholstered furniture and fabric industry. She previously co-founded Expressions Custom Furniture and as president, built the company into a chain of more than 75 stores before it was sold to investors in 1992.

From there, Griest moved to Covington Fabrics, where she was design director. When Century purchased Expressions in 2001, Griest returned as president of the franchised upholstery chain, and also created Century's Passementerie upholstered furniture unit.

"Ronna is the perfect candidate to help us as we launch the next phase of our long-term growth strategy," Massoud said. "Her creative vision, coupled with her proven track record and keen understanding of every aspect of the upholstery business - from retail, merchandising and marketing to sales, product innovation and operations - further strengthen Massoud's position as a leading resource for high quality designs."