SERRV Staff
Meet our team
Our mission wouldn't be possible without an incredible and dedicated team of staff who work every day to support our artisan and farmer partners around the world.
Serena Sato, President/CEO
Serena Sato (she/her) has led SERRV International as its CEO/President since January 2025. Serena discovered the wonderful world of fair trade while living in Tokyo in 1997, joining People Tree Japan for five years. Upon returning to the US, she filled various roles throughout her 20+ years at SERRV, most recently as Sales Director. She's overseen catalog production and mail strategies, managed budgets and outreach for multiple sales channels and partnerships, facilitated digital marketing initiatives, lead inventory planning, and more. She also served on the Fair Trade Federation Board as member and President, and has visited SERRV’s artisan and farmer partners in several countries ranging from Peru to Nepal.
In her free time, Serena enjoys hiking, biking, reading, learning, voter activism, and spending time with friends and family. She currently serves as Board President for her cohousing community in Madison, WI, where she resides with her husband, one son (her other son attends UW–Milwaukee), and their rescue dog.
Favorite SERRV product: Chindi Strip Laundry Basket
"One of my favorite SERRV products is the Chindi Stripe Laundry Basket. I LOVE baskets and this one is one-of-a-kind, high quality, and useful!"
Crystle Johnson, Finance Manager
Crystle Johnson (she/her) joined SERRV International in the fall of 2022 and took on the role of Finance Manager in 2024. She brings to SERRV more than 16 years of Accounting & Finance experience, with over seven of those years spent working for nonprofit organizations in south-central Wisconsin, including a college preparatory private school and an independent living and continuing care community. Crystle has served as a Financial Accountant, Financial Controller, and Management Accountant with GAAP experience. She also has managed fundraising strategies, campaigns, and reporting.
In her free time, Crystle enjoys going on road trips and traveling, attending concerts and festivals, and exploring the great outdoors. She also makes it a point to spend as much time as possible with her family, including her twin sister and twin adult sons. She is a native of Madison, WI, where she currently resides with her three cats (two Siamese and a Bengal) and her Shiba Inu rescue puppy.
Favorite SERRV product: Jet Recycled Dopp Bag
"I use it daily to carry and store all of my makeup supplies and toiletries. It's perfect in size for traveling as well!"
Kathy Gscheidle Penn, Director of IT and Operations
Kathy Gscheidle Penn (she/her), also known to the SERRV team as KGP, joined SERRV full time in 2006 in Customer Care after almost two decades of customer service and store management experience in both for and nonprofit businesses.
Transitioning to IT in 2014, then to Director of IT & Operations in 2023, KGP's personal mission is helping SERRV get from point A to point B—integrating & transitioning to new technologies, upgrading processes, meeting new compliance obligations, facilitating our partnership with Marketplace: Handwork of India, and helping the team solve problems. She was thrilled to have had an opportunity to visit several of SERRV's artisan partners in Ecuador & India.
In her free time, KGP enjoys hunting—particularly for prehistoric fossil shark teeth, orphaned quilt blocks, and vintage clothing. She proudly lives in Baltimore, MD with her husband Will, sassy tuxedo cat Perdita, and outdoor freeloader feline Mr. Pickles.
Favorite SERRV product: Textiles! All the textiles!
"A favorite Spring 2025 purchase of mine is the Sarika Block Print Tablecloth, a stunningly executed print and happy colorway for spring."
Shannon Schomaker, Director of Merchandising and Product Development
Shannon Schomaker (she/her) joined SERRV in 2021, and has since led product design, development, and merchandising supporting SERRV's 40+ fair trade artisan partners. She blends product innovation with a deep commitment to artisan empowerment, focusing on building capacity, expanding income potential, and driving sustainable growth. Shannon brings 19 years of expertise in global design, product development, and merchandising across diverse categories, including fashion accessories and home décor. Shannon is passionate about ethical production, thoughtful design, color harmony and continuous process improvement. Among her favorite experiences at SERRV is visiting SERRV's artisan partners in India and Nepal, where she witnessed firsthand the transformative power of fair trade.
In her free time, Shannon enjoys a vibrant family life with her husband, two daughters, and their beloved pets. Together, they love cooking, crafting, sewing, running 5Ks, skiing, camping, and making the most of Madison’s incredible farmers' markets.
Favorite SERRV product: Kantha Napkins
"A fun way to bring eclectic color and sustainability to your table, plus they hide stains really well! The delicate kantha stitch is also a nice detail."