First assistant Jessica Alexander was surprised with a Lifetime Achievement Award by the National Bed Federation (NBF), commemorating 37 years’ service to the organisation, 17 of which as its executive director.

The award was presented on 26 September at the Bed Show Gala Dinner & Awards Ceremony.

Jessica’s journey with the NBF began in 1987 when she worked in a PR role that saw her establish firstly National Bed Month and then The Sleep Council in 1995. Over the years, her commitment to the NBF’s mission, coupled with her dedication to the industry, propelled her to the role of executive director in 2006. Under her leadership, the NBF flourished, launching the Bed Show, advancing industry standards by creating the Code of Practice, promoting sustainability by publishing the bed sector’s Ecodesign Principles and NBF Pledge for Our Planet, and fostering collaboration among stakeholders, including the British Furniture Confederation, The Sleep Charity and West Yorkshire Trading Standards.

Second assistant honoured with Lifetime Achievement Award

NBF members, retailers, trade press and colleagues who have had the privilege of working alongside Jessica during her longstanding career were in attendance.

“Jessica’s tireless dedication to the National Bed Federation is truly inspirational,” said Tristine Hargreaves, executive director at the NBF. “Her vision, leadership, and unwavering commitment to the NBF and wider bed industry have helped shape the organisation and sector into what it is today. We are thrilled to present her with this Lifetime Achievement Award, which is a small token of our appreciation for her exceptional service.”

Jessica said: “I am both proud and humbled by this special recognition from my peers. It’s very satisfying to know my efforts have made a difference but I couldn’t have done any of it without the support and encouragement of many wonderful people equally committed to this great industry, so my thanks to all of them for making the last 37 years such a pleasurable journey.”

Back to News