Support from City of Hope®’s industry volunteer groups fuel lifesaving advances in care and research.
In this series, we talk to people whose industry volunteering commitment is leading to new ideas and possibilities. We recently sat down with Cameron Cook-Sellers, vice president of marketing at Hooker Furnishings, a long-time member of the International Home Furnishings Industry (IHFI) group.
How long have you been connected to the IHFI group supporting City of Hope?
My support for City of Hope spans over two decades in both the home furnishings and home improvement industries, and is rooted in a deep respect for their mission and impact. Over the years, I’ve seen firsthand how this organization brings together leaders from across our industry to drive meaningful change — not just through fundraising, but through innovation, advocacy and collective purpose.
You’ve known about City of Hope for a while, but a personal loss changed how you relate to its mission. Can you share what happened?
Twelve years ago, my mother was diagnosed with advanced stage 4 lung cancer that had metastasized to her brain and bones … she was given just a few months to live. Thanks to early advancements in chemotherapy and immunotherapy, she fought with incredible strength for three and a half more years to live for her kids and our futures. We explored the possibility of her receiving care at City of Hope, but she ultimately chose to remain closer to home. I was only 32 when she passed, one month shy of my wedding, and that experience fundamentally changed the way I relate to City of Hope’s mission.
Now, as a mother to a 6-year-old daughter and a 3-year-old son, the work of City of Hope feels even more personal. While their mission is global in scale, for me, it’s hyperlocal: ensuring a future where my children don’t face the same loss I did.
I am very aware of the research and advancements at City of Hope. I want to bring together people and other industries who support City of Hope’s mission and create meaningful partnerships that spark big change. Throughout my career, I have had the privilege of helping bridge industries and ideas – that’s one of my favorite parts of being a marketer. I’m committed to building strategic partnerships that not only support City of Hope’s pioneering research but also deliver meaningful impact in our everyday lives.
This is more than a cause — it’s a personal calling to turn loss into purpose and create a legacy of hope for the next generation.
What could that look like at Hooker Furnishings?
I see a powerful opportunity to lead by example — leveraging our brand equity and consumer reach to build strategic, cross-industry partnerships in support of City of Hope. Too often, our industry operates in a silo when we could be amplifying impact through collaboration outside of our industry. Imagine the force of multiple lifestyle-driven sectors coming together around a shared purpose — turning cultural relevance into measurable change.
One concept that excites me is the idea of transforming a trend into a cause-driven campaign. For instance, Hooker Furnishings could collaborate with a global beauty brand to launch a limited-edition product collection inspired by the Pantone Color of the Year. The initiative could raise awareness around cancer prevention and early detection while directly benefiting City of Hope through product-driven contributions.
This is more than a marketing play — it’s a strategic platform that aligns purpose with consumer behavior, data and analytics, engages new audiences, and positions our brand at the intersection of design, wellness and social impact. That’s the kind of momentum I believe we can generate when industries unite around a mission as meaningful as City of Hope’s.
How could a project like this align with your business goals?
A purpose-driven brand collaboration of this kind aligns seamlessly with our business goals. It creates incremental sales opportunities not only for Hooker Furnishings, but also for our retail partners, interior designers and the broader design community. More importantly, it builds long-term brand equity.
Today’s consumers are increasingly values-driven; they’re not just buying products, they’re buying into what a brand represents. When a company takes a stand and invests meaningfully in a cause like City of Hope, it resonates. It deepens emotional connection, drives loyalty and sets us apart in a highly competitive market.
At the end of the day, anyone can sell a sofa. But when we embed purpose into the product and align with partners who share our values, we create something much more powerful: a brand with heart, a platform for impact and a business model that balances profit with purpose.
What’s the next step?
The next step for me is connection. I’ve already initiated conversations with leaders at City of Hope about convening like-minded professionals across industries who share a commitment to this mission. I want to better understand what other sectors are doing —what’s working, where the challenges are and how we might collaborate more effectively.
This is deeply personal for me — as a daughter, a mother and a leader. My mission is to turn personal loss into purposeful action. If we can use our platforms, influence and relationships to accelerate progress at City of Hope, then we’re not just doing good — we’re creating lasting impact for the next generation.