Described by her peers as "innovative, passionate and intuitive," Ms. Choi is deeply committed to delivering the BULBRITE Promise to customers. This promise guarantees outstanding service and requires the company's team of Customer Service, Sales, Marketing and Operations personnel to receive certifications from the ALA (American Lighting Association). She has helped build the company's sales network with her management appointments and hiring of the industry's leading sales agencies.

To demonstrate the company's commitment to customers and lamping education, Ms. Choi has upgraded the company's website as an educational resource, and has also created educational materials and training programs on energy efficient light sources, lamping technology and applications.

Under her leadership, BULBRITE has expanded sales and service to a broader lighting showroom and distributor base throughout North America. Ms. Choi has also helped expand the breadth of the company's product line, which includes innovative energy efficient light sources and other types of light bulbs.