Diana Newton

#4106 | Member since 2009
Seal Beach, California | 3 locations

Diana grew up in the hardware store and lumberyard where her grandmother served as treasurer and her parents eventually owned and operated. “I always loved the industry but hadn’t planned to run the business,” she says. But after college, she moved to California to transform a struggling hardware store. “It was the best decision I ever made, and it changed my life.” Diana loved the freedom to make her own business decisions as an independent. “I could customize our shopping experience, which was an advantage over our cookie-cutter competitors.” 

Diana served on the board of Dazey’s Supply since 2019, offering her expertise and insights into hardlines. Last year, she became their COO and worked to streamline company procedures. “It was an unexpected turn in my career, but I enjoyed making strategic decisions about unique growth opportunities and reaching more customers in meaningful ways,” she says. In 2024, Diana returned to overseeing her three thriving stores—Bay Hardware, Lunada Bay Hardware, and South Bay Hardware. Each one reflects the family-friendly vibes of their California seaside communities.  

Industry educational opportunities, like Do it Best’s LDI or NHPA’s RMCP, greatly impacted Diana’s journey. “They were incredibly eye-opening and my true start as an effective operator,” she says. “Education is key—I encourage young retailers to consider the resources available. It’s important to share and learn from others in the industry and develop your own ideas,” says Diana, a former Young Retailer of the Year honoree. “When you take what you’ve learned back to your stores and implement changes, you’ve improved your business, which in turn, improves your life.” 

Diana is honored to serve on our board and enjoys representing independents on the West Coast. She’s a strong advocate for the direction of the co-op and is proud to play a role in guiding its future. “I can provide input on how things are being implemented and work with other member-owners to keep an eye on the big picture. I care deeply about the success of our co-op, and I’m here to help other members achieve their dreams.” 

At a glance

Area: Southern California
Store type: Convenience hardware
Market: Suburban
Core Categories: Lawn & garden, paint
Best advice: “Everything always works out in the end.”
Favorite activity outside of work: Spending time with family

HBSDealer Hardware All Star (2014)
NHPA Top Gun (2017)
NHPA Young Retailer of the Year (2018)
HBSDealer Top Women in Hardware & Building Supply (2022)