Our Mission
TradesConnects was born from a simple observation: 41.5 million skilled trades jobs sit unfilled in America, while millions of people search for stable, well-paying careers. We saw an industry struggling with outdated hiring practices, disconnected training programs, and a generation of workers who didn’t know these opportunities existed.
Why We Built TradesConnects?
The skilled trades industry faces a perfect storm: over 31 million workers retired in 2020, and by 2030, 75 million positions will remain unfilled. Meanwhile, 72% of high school students say they don't want traditional office jobs and prefer hands-on careers—but only 42% ever hear about trade opportunities.
The system is broken. Trade schools struggle to recruit students. Employers can't find qualified workers. Young people graduate with debt from degrees they'll never use. And unions face declining membership despite offering excellent benefits.
We knew there had to be a better way.
TradesConnects re-imagines the entire journey—from discovering trade careers in high school, to getting trained and certified, to landing that first job, to advancing through your career, and even starting your own business. We've gamified the experience, verified credentials in real-time, and used AI to match workers with opportunities based on skills, personality, and location.
The result? A platform that helps workers build fulfilling careers while giving employers access to the talent they desperately need.
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“Our story began far from the trades - in criminology”
NewDawn was founded by a team of Cambridge - and Columbia-trained criminology students who, while researching justice reform and reentry, saw firsthand the economic and social barriers faced by exonorees and underserved communities. What began as an effort to build an app to help people reenter society-managing housing, education, and employment - quickly revealed a common thread: employment was the key to everything.
Rather than tackle every social issue at once, we narrowed our focus to the one that made sustainable change possible, economic mobility through employment.
Why We Chose Skilled Trades
As our research evolved, we recognized that skilled trades (plumbing, electrical work, HVAC, automotive, and construction) represented an untapped market opportunity for upward mobility:
High earning potential without student debt
Critical labor shortage (over 41.5M unfilled jobs in the U.S. and UK)
Few tech platforms focused on trades education and hiring
TradesConnects was born from that realization, a bridge between people seeking purpose and industries seeking talent.
We built a gamified, community-driven platform that supports every step of the journey: from training and certification to employment and advancement.
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Samantha Horowitz
Chief Executive Officer
Samantha is the CEO and co-founder of NewDawn, where she leads strategy, innovation, and impact. With master’s degrees in Education and Criminology from Columbia University and the University of Cambridge, she combines academic insight with hands-on leadership. Her background in curriculum design and technology integration shapes TradesConnects’ mission—using immersive, accessible learning to create real pathways into the skilled trades and promote economic mobility.
Eunbi Lee
Chief Financial Officer
Eunbi oversees finance, operations, and research strategy at NewDawn. She holds a Bachelor’s in Psychology and Public Policy from Chung-Ang University and an MPhil in Criminology from the University of Cambridge. Her prior work in rehabilitation and justice reform informs her data-driven approach to building systems that support equitable workforce access. At NewDawn, she merges analytical rigor with social purpose to drive sustainable growth and accountability.Tiko Mushkudiani
Chief Creative Officer
Tiko leads creative direction and partnerships at NewDawn. With a background in Criminal Justice (John Jay College) and a Master’s in Criminology from the University of Cambridge, she channels her experience advocating for exonerees into designing transformative, tech-driven learning tools. Her work fuses storytelling, design, and empathy to ensure that TradesConnects remains inclusive, human-centered, and inspiring for every user.
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Empowering Opportunity: For Everyone
That’s why TradesConnects is free for individuals. Instead, we partner with businesses and organisations that hire through our platform - charging only when a successful match is made. This model ensures that our growth aligns with our mission: driving inclusion, equity, and measurable economic mobility.
Our Mission
The world is facing a critical shortage of skilled trade workers, while millions of people are searching for meaningful, hands-on careers.
NewDawn bridges this gap by reimagining how people discover, learn, and thrive in the trades.
Through our hybrid platform, blending immersive learning, mentorship, and verified job placement, we’re empowering a new generation to build their futures while strengthening the backbone of our economy.
Whether you’re a student, a career changer, or a business in need of talent, NewDawn is where your journey starts.
Board of Advisors