Power Women: Rhoda Brimberryn of Loot Rentals On How To Successfully Navigate Work, Love and Life As A Powerful Woman
An Interview With Candice Georgiadis
Discipline — Set goals and stick to them. We have recently adopted a new operating model in our company that focuses on discipline. We meet weekly to discuss issues, we create quarterly and annual goals and all focus our energy to achieving these goals. As creatives, we easily get excited about new opportunities, but practice discipline to make sure these opportunities are not just “chasing butterflies” and detracting from our bigger goals. Discipline is holding yourself accountable and sticking to the goals that we set.
How does a successful, strong, and powerful woman navigate work, employee relationships, love, and life in a world that still feels uncomfortable with strong women? In this interview series, called “Power Women” we are talking to accomplished women leaders who share their stories and experiences navigating work, love and life as a powerful woman.
As a part of this series, I had the distinct pleasure of interviewing Rhoda Brimberry.
Rhoda Brimberry is the co-founder and CEO of Loot Rentals. The company specializes in top quality, design forward furniture rentals for parties and events allowing guests to create deeper connections with one another through interactions with great design. Since starting the business with her sister-in-law 12 years ago, the company has won numerous accolades including Best Rentals across two markets, nominated for best women led business of the year and has had the pleasure of being featured as contributors for some of the country’s most recognized weddings and events. Rhoda resides in Austin, TX with her husband and two teenage children, always making sure to remember that balance is not a destination, but an action that constantly needs to be exercised for a healthy life.
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your childhood “backstory”?
Growing up, I always had an eye for details. I remember a class wide activity in the third grade that had all the students study an image that was then taken away. Then we had a few minutes to write down everything that we remembered from the photo. I recalled having the most items on my paper by the end of the exercise. I also was deeply fascinated by interiors. I would go to my artist aunt’s house once a year and had great pleasure in seeing how she adjusted and changed her home from the last time that I visited. I loved all the details she put into her interiors. As a teen, I enjoyed encouraging my friends to go to open houses with me to look at architecture and details of homes that we wouldn’t be able to see otherwise. I thought I was so sly to suggest that I was an active house hunter, but looking back I’m sure it was pretty clear I was not and I appreciate all the realtors indulging me in my fantasy. My natural curiosity and belief that details are important was a guiding force behind how we developed our success at Loot.
Can you tell us the story about what led you to this particular career path?
I have always had a love of furniture and interiors. When Loot was born, I had given up a career unrelated to my current passion because I wanted to have more time with my kids. At the time, I was basically handing over my paycheck to someone else to watch my kids which wasn’t fulfilling. When I was home with them, I had a little more opportunity to explore my creative side. I loved collecting vintage items and trying to upcycle them into something new and interesting. While I was playing in this arena, I would send some of my creations over to my sister-in-law to evaluate and provide feedback. I always appreciated how she took me seriously even if I was in the beginning stages of product development. At that time, she was also planning her wedding and enlisted my help in collecting vintage items for her speakeasy vibed event. Nobody in the event rental industry was carrying the items she was looking for like mismatched linens, oil lamps and mismatched dining ware. That was a perfect job for me and I had a blast doing what I was already accustomed to: vintage sourcing and yard sale shopping. After items started to accumulate and it was clear this was a bigger job than just purchasing and storing, it became evident to me that there could be a market for these types of items for rent. It seemed crazy to imagine we were doing all this work and spending so much money for a one time event. When I started to think through this concept, it turned out that Anna, my sister-in-law, was also thinking along these lines. Before the wedding date, we already started to map out how to make a business out of specialty rentals with the items we had collected for her wedding.
Can you share the most interesting story that happened to you since you began your career?
When I went to graduate school, I was under the impression that people would be lucky to have me once I completed my degree. I remember the school’s environment suggesting such. But when I got out into the field I was trained in (mass communication and marketing/advertising) that was furthest from the truth. It took me a while to land a job where I thought my training would be of service and even then it was entry level. It was then I realized that it didn’t matter how much school or training I had, it was how I presented myself and the amount of confidence I exuded. Ever since then I have been continuing to strengthen my leadership skills.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Vulnerability, vulnerability and vulnerability. I didn’t go to school for business or entrepreneurship. I had to learn as I went. Thankfully there is zero barrier to entry into our industry, but that by no means leads to success. You have to know how to pivot. You have to be able to look at your blind spots and see where you’re lacking and where growth or change is needed. You need to recognize when you’ve made a mistake and be vulnerable in that. Most importantly, you need to learn that you can’t do it all. Call on your team and choose to be surrounded by people who are better than you in areas where you lack. While I’m always happy for our company’s success, I am also very aware that you keep plowing forward, continuing to look toward the horizon. What is the next challenge we’re going to face in our new level of success? Always keep your eye on the ball.
Ok, thank you for that. Let’s now jump to the primary focus of our interview. The premise of this series assumes that our society still feels uncomfortable with strong women. Why do you think this is so?
We are still immersed in a patriarchal society. The men are the breadwinners, and the women hold down the fort. The men are the hunters, the women stay at home tending to the meals, housekeeping, and child rearing. He brings home the bacon, she fries it up in a pan. This idea has existed for centuries. It has only been in the past 50 years that women are seen more as valuable contributors to more of society than just tending to the home. That can feel uncomfortable for a lot of people who are used to these more traditional roles.
Without saying any names, can you share a story from your own experience that illustrates this idea?
I have worked in a Good Old Boy network in my past. It is not uncommon to be overlooked when speaking out about ideas. I feel as a woman you have to be extra powerful to be heard in a room full of men than it would be if you were in a room of women. You need to be seen before you can be taken seriously. I don’t necessarily see this in our events industry which is heavily led by women. I am more heard in these environments when I speak up and don’t have to fight as hard to get my points across. That is a blessing for me to look to the leaders in our field and learn from the best. I have worked in male dominated industries and offices before and do feel there’s an extra step required when proving yourself as a woman leader. I worked in the restaurant industry while in college and experienced a very male dominated environment. I recall I had one manager who treated the women poorly in the kitchen and I was bothered by this. I tried to speak up, but was overlooked and laughed away. I then asked for a meeting with the manager who viewed me as a troublemaker and manipulated the situation to suggest that I was the problem. If any male person in the restaurant were treated with such disrespect as I felt, I knew right away that they would have leveled with him much more easily than I was able to. It got so bad at one point that he cornered me and threatened me. I was so scared that I backed off and moved on. I suppose I could have continued to push forward in trying to find justice in this very chauvinistic environment, but I was young and didn’t feel prepared to continue pushing my point.
What should a powerful woman do in a context where she feels that people are uneasy around her?
I like to find commonalities to connect with any person, male or female. You need to find common ground before you can explore ideas and collaborate together. Be down to earth, be vulnerable and find ways to connect.
What do we need to do as a society to change the unease around powerful women?
I think people should be patient. When you push an issue that is uncomfortable for others they might shut down and you lose the opportunity to share your POV. Again, find common ground.
In my own experience, I have observed that often women have to endure ridiculous or uncomfortable situations to achieve success that men don’t have to endure. Do you have a story like this from your own experience? Can you share it with us?
I have been in work situations where the Good Ole Boy network was the driving force behind the company’s success. I was aware I had to work much harder to gain station whereas other people were hired because they were members of the same fraternity. It was acceptable to say lewd and racist comments among the halls of the building and around the boardroom table. So long as it was said with a smile and a friendly pat on the back, then it wasn’t serious. That was very uncomfortable for me and it took an extra dose of energy for me to not only be wholly affected by the comments, but to remember that this wasn’t right and shouldn’t be accepted. I remember sitting in a meeting with all men and I heard one man suggest we achieve results by “jewing down” another person. I was so shocked by this comment. It was more shocking, however, that I looked around the room and nobody had the same reaction that I had. What did he just say? Thankfully my superior in the room knew I was a Jew and quickly tried to address the comment in a jovial way. He laughed and said, you can’t say that! And everyone laughed. Except me. I still was dumbfounded that this was an acceptable way to talk, much less think, and if I wasn’t there to cause one person to briefly make mention of the comment, would that have flown without repercussion or discussion? If the offended person in the room was higher on the org chart or even one of the guys, would the attention to the comment been different or even taken a little more seriously? It was situations like this that really painted for me how I wanted to act as a leader. I knew that in my work and in my leadership, I would always try to pay as much attention to all the individuals that contributed to the success of the company and make sure their voices were heard. In this particular scenario, I didn’t feel I had the power to say anything about how insulting a comment like “jewing a person down” felt to a Jew. I had tried in my past to stick up for the underdog, and was threatened. I wasn’t going to make that mistake again and risk my job.
Another example of a ridiculous work situation I have endured: pumping my milk at work. After having my first child, I went back to work six weeks postpartum because that was all the time I was afforded at this particular establishment. I wanted to make sure my son still had his mother’s milk, so I brought along a breast pump to work to use on breaks. I worked in a cubicle that was not private so I approached my supervisor to see if there could be other accommodations for someone like me that needed privacy to pump my milk. She thankfully found somebody’s office that was conveniently not being used at certain times in the day that she allowed me to use. This was a great solution, only I would be in someone else’s space yelling through the door to let people who knocked (to find the person that normally occupied the office) that person wasn’t there. Needless to say, all the equipment and accommodations would not have been necessary if I was just able to have my child with me in the early stages of his life. I did ask if it was possible to bring him to work with me in the first months to help us both adjust, but that wasn’t an option. Because of this experience, it was important for us at Loot to have more accommodations for new moms. We allow babies to come to work for the first 6 months so the mom can transition back into work. The work community all chip in to help the mom and baby transition back to work and this allows more freedom for the mom to nurse and tend to her baby while working. So far, it has worked out nicely for all our new moms and I’m very proud that we offer this benefit that I never had.
In your opinion, what are the biggest challenges faced by women leaders that aren’t typically faced by their male counterparts?
For one, getting ready in the morning. It is not lost on me how easy it is for my husband to get out the door and look fantastic. He showers, shaves and brushes and he’s ready. Maybe 15 mins from hopping in the shower to running out the door. Our society demands women to look perfect. And by perfect, I mean applying all the touches and details to alter our natural state. We apply foundation for flawless skin, we apply make-up to highlight our features, we curl our lashes, straighten our hair and plump our lips. There are days where I just have so much I want to do and spending time in front of the mirror takes away from that. I know that if I want to be seen as someone worth listening to, I need to make sure I have spent enough time in front of the mirror to put my best foot forward. That honestly can be exhausting. But most days, it is nice to put that energy into myself. When I do that, I know others will give me that energy as well. If I feel it, it will radiate.
Let’s now shift our discussion to a slightly different direction. This is a question that nearly everyone with a job has to contend with. Was it difficult to fit your personal and family life into your business and career? For the benefit of our readers, can you articulate precisely what the struggle was?
ABSOLUTELY. It is the most important consideration for me in my life. My family is always at the forefront of my world. And I also view my business as my third child, not to mention all the people whom the company employs. All these areas need my full attention. There are days where the business takes precedence and I find myself apologizing for not being more present at home. Then there are days that I give to my family while others take the wheel at work. But at the end of the day, I know that I’m doing the best I can and I am teaching my children what hard work looks like. I like that they see me putting passion into my work. I also like that they notice I don’t cut corners when it comes to meal prep and attending all the events whether it is school related or socially related.
What was a tipping point that helped you achieve a greater balance or greater equilibrium between your work life and personal life? What did you do to reach this equilibrium?
I’m still in the process of learning this, but I have found that spiritual exploration is helpful for me. When I can remove ego from my interactions and see the bigger picture, it provides me a lot of calm. There is so much beauty in all the world. And if you’re able to pull out of your microcosm to observe and feel that, many of the issues that plague you on a daily basis melt away.
I work in the beauty tech industry, so I am very interested to hear your philosophy or perspective about beauty. In your role as a powerful woman and leader, how much of an emphasis do you place on your appearance? Do you see beauty as something that is superficial, or is it something that has inherent value for a leader in a public context? Can you explain what you mean?
I’m going to use the word beauty in my answer to mean attractiveness. And to be attractive doesn’t necessarily mean to have superficial good looks. To be beautiful is to radiate positive energy that makes people want to also do the same. It’s contagious. When you are young, it is easier to put energy into superficial looks because your skin is tighter and plump. As you age, these qualities wane allowing you to make the choice if you want to preserve those qualities that the media deem as success, or dig deeper into your spirit to allow the superficial changes to unfold as they naturally do and experience life to the fullest.
How is this similar or different for men?
I can’t speak for men in how they experience aging, I imagine they too struggle with the changes in their bodies and make decisions on how to continue to present themselves to the world in their new age and new superficial changes. I do believe that society allows the grace of men’s development a little more than they do of women overall. The message I have received from the media is that men get better with age, they gain more distinction. Women? We just get tired. To have done all the great things we have done: carried, nursed and raised babies while raising a healthy business should also give us badges of honor, of distinction. Not dark bags under our eyes. I think there’s room to change the conversation and I would love to see more talk about aging with grace and wisdom for women, not ways to combat our hard earned crows feet.
Ok super. Here is the main question of our interview. Based on your opinion and experience, what are the “Five Things You Need To Thrive and Succeed as a Powerful Woman?” (Please share a story or example for each.)
Vulnerability — If I didn’t respect this quality as much as I do, I don’t think I would be as effective a leader. To be vulnerable in front of your team opens the door for them to be as well. Afterall, we are human and we make mistakes. We are constantly growing and changing and we should honor that and not shame against it. Explore your blind spots, speak up when you’ve made a mistake without fear of being judged, and be authentic. That’s the only way to show up.
Discipline — Set goals and stick to them. We have recently adopted a new operating model in our company that focuses on discipline. We meet weekly to discuss issues, we create quarterly and annual goals and all focus our energy to achieving these goals. As creatives, we easily get excited about new opportunities, but practice discipline to make sure these opportunities are not just “chasing butterflies” and detracting from our bigger goals. Discipline is holding yourself accountable and sticking to the goals that we set.
Focus — Keep your goals at the forefront of your day. For me, it is easy to lose direction because so many people or projects require my attention. But if you remind yourself of the big goal you’re trying to achieve whether it is a quarterly goal or an annual goal, it will become very clear quickly where you need to put your attention.
Exercise: mind and body — During the week I wake up before the rest of the household to read, journal or meditate. This helps me set my intentions for the day before I turn my attention to the family and their needs. Getting out in the morning with the dogs for a jog or walk after the rest of the family gets off to school and work also helps me. I get my heartrate up, I listen to inspirational podcasts whether it is business or spiritually based and get my blood pumping before getting into the office to join the team in dealing with the issues of the day. These activities ground me and help me bob and weave around anything thrown my direction that day. When I don’t start my day like this, I notice a marked difference on how I respond to the situations of the day.
Look for opportunities to PLAY! — This is something I’m trying to hold more space for than I realized I needed in the past. I found myself getting grumpy because I was depleted from giving all the time, but not showing myself love. For many years, I believed that this was the most honorable way to live: always give to others, practice servant leadership. While I find this to be true still in many ways and it really boosts my feelings of self-worth, I realized that I wasn’t effective in this act of giving if I was empty and not giving to myself with as much love as I would give to others. Maybe you could say this might be one of the more powerful beauty secrets…giving yourself love and space to enjoy playtime.
We are very blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch with, and why? He or she might just see this if we tag them.
BRENE BROWN! I love how approachable she seems. I appreciate all the years of study that she’s put into her work and her method of leadership really resonates with me. I think she’d be a lot of fun to spend time with as well.
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Power Women: Rhoda Brimberryn of Loot Rentals On How To Successfully Navigate Work, Love and Life… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.