CEO and President
In the past 12 years with Chris Cicchinelli at the helm, Pure Romance has transformed from a small mother-and-son business to an international powerhouse with thousands of independent Consultants worldwide.
In 2000, Chris joined his mother’s company to assist her with the challenging task of developing longer-term brand marketing and business development strategies. Since then, Pure Romance, LLC has experienced explosive growth, including a remarkable expansion from 300 Consultants to today’s 95,000 throughout the U.S., Australia, Puerto Rico, and South Africa. Chris has transformed Pure Romance from a business that started in a basement to a multi-million-dollar leader in the global direct selling industry.
Chris’s business genius, personal enthusiasm, and strategic vision quickly set the trajectory for success that continues to this very day. In his capacity as President of Pure Romance, he oversees all day-to-day business operations including sales, marketing, product development, and distribution, with an emphasis on international territories. Additionally, Chris is a compelling force in continuously motivating the company’s 100+ corporate employees and keeping them focused on his mother’s vision of empowering women everywhere and shedding light on the issues most important to them.
When Chris isn’t running the organization from its Loveland, Ohio, headquarters, he is on the road approximately 270 days a year. From city to city, he shares the Pure Romance message and opportunity with thousands of women each year—and always with the personal touch instilled by his mother—to help each and every Consultant find purpose in their work and to guide them on the path to discovering their fullest potential.
According to Chris, his innate leadership abilities developed not in the boardroom, but on the football field. While attending Alliance, Ohio’s Mount Union College, he was a defensive back who led his Purple Raiders to two national titles. He instinctively approaches the management of Pure Romance’s close-knit staff and extraordinary Consultants as a similar kind of team. Like any successful coach, he firmly believes that it is his responsibility to cultivate the brightest talent so they can achieve their highest possible levels of success and achievement.