What’s next for NY Now? New logo, new brand, new team

NEW YORK – NY Now, the New York-based gift, home and lifestyle trade show recently acquired by Rockview Management Group, has announced its first steps under new management: refreshing its brand identity and adding four industry veterans to its sales and marketing team. The brand refresh, according to show organizers, was designed to reflect the show’s evolving direction.

“The updated brand identity brings a fresh visual look to NY Now while retaining the name that exhibitors, buyers, and industry partners have known for years,” the trade show said in a release. “The new team and renewed brand reflect the show’s focus on strengthening relationships and improving the experience for those who participate.”

Inspired by the landmarks that make New York City unmistakably itself,  the new brand mark translates one of the city’s most recognizable shapes (the route emblems of the subway system) into a mark: “Monumental in presence, deliberate in form, and carrying the unmistakable feeling that this brand belongs in the same conversation as the city that inspired it.”

“NY Now and New York City both have deep roots as centers of connection, commerce and discovery,” said Dorothy Belshaw, CEO of NY Now. “The new branding leans into those parallels and reflects the City’s bold energy and iconic imagery.”

The brand refresh begins now and will culminate in a full environmental rollout at the August show.

New Sales & Marketing Team Members

To support the transformation process, NY Now has intentionally hired new team members with deep industry knowledge to drive the show’s growth with very thoughtful and strategic direction. New team members include:

• Ashley Ciofrone, senior manager of Customer Success
  • With 13 years of experience in the gift, home, and tradeshow industry, Ciofrone has been involved with NY Now throughout her career, building and maintaining relationships with brands across a range of categories. She is focused on customer experience and brand support.
• Michelle Karol, VP of Business Development
  • Karol has more than 18 years of experience in the gift and home industry, with a background in handmade, gift, luxury, and kitchen & table categories. She has worked across several trade shows in business development roles, with a focus on cultivating exhibitor and buyer partnerships. She spent the last 11 years working on the Las Vegas Market and, before that, seven years at NY Now with specific oversight of the handmade division.
• Leanna Worrall, VP of business development
  • Worrall brings over 20 years of experience in the gift, home, and trade show industry, with a background that spans exhibiting, trade show sales and operations, and permanent showroom leasing. Worrall was with Andmore/IMC for 12 years and, prior to that, worked seven years on the California Gift Show and San Francisco International Gift Show. She is known for a relationship-driven approach and a focus on helping brands navigate a changing industry landscape.
• Sarah Zeigler, content and communications lead
  • Zeigler has over eight years of experience in the gift and home industries, working on the Atlanta Market with a background in marketing communications. She will lead content and communications for NY Now, with a focus on brand storytelling and audience engagement.

“We’re excited to welcome Ashley, Michelle, Leanna, and Sarah to the team,” said Belshaw. “They each bring deep industry experience and a genuine commitment to the brands and buyers in our community. In addition to their individual contributions, many of them have worked together previously so they create an immediate spirit of collaboration and camaraderie – essential elements of the team’s culture and an important foundation for effectively serving our customers.”

The upcoming NY NOW Show runs August 2-4, 2026, at the Javits Center in New York City.