Celebrating Strengths

But there won’t be any devolution as long as women have their say. Despite the challenges, women have a clear sense of their unique and valuable contribution as employers, buyers, designers, and managers.

“Women are definitely an asset,” says Carol Garretson of Futons and More, a chain of futon retail stores in Rochester, NY. “In fact, there should be more women in the futon industry. Customers feel more at ease with them because they are less aggressive. Women take more time to listen and can more accurately get a sense of a person’s needs.”

And then there’s a woman’s aesthetic sense. “Being a woman is a real asset in this business,” explains Karen Beardsley, co-owner of Futon Designs in Asheville, NC. “A woman can visualize how things are going to look better than a man. This comes in handy whether you’re choosing what to carry or advising a customer.”

Women also bring a unique and valuable perspective to employee relations. Suzanne Diamond, owner of the eighteen futon store chain The Futon Shop and employer of 175 people, implemented many effective personnel policy changes when she took over from her husband. “As a mother, I’m more understanding, more compassionate, and more sincere. I’m also more sensitive to family leave and flexible work hours for parents with school age children. The result has been a happier and more effective work force that will go the extra mile.”

In fact, an inspiring thread of continuity among the women we spoke with is the pride they take in creating a company culture that’s both supportive and caring. Mary Lou Rath, owner of Cotton Belle and purveyor of free monthly massages for all employees, describes her business as a safe house. “I really believe in the value of meaningful work to help heal people. For this reason, we don’t look at production like a factory. Our employees are craft workers who can take pride in making the whole piece, not just a part. It’s amazing how people really thrive with even just a little encouragement.”

Then, after a moments reflection, she adds, “Some women try to act like a man and run their business the way a man would instead of drawing on their unique strengths as a woman.”

The women leaders of this futon industry are clearly drawing on their unique strengths to develop successful businesses. They’ve followed their artistic and creative talents into a new field. They’ve succeeded as pioneers because of their perseverance. They’ve used their skills and instincts as women and mothers to create work environments that nourish and motivate. They’ve held fast to their values, finding innovative ways to live them out through their work.

In sum, they’re successful because they work hard. But they’re satisfied because they work with heart.

Andrea Mainardi is a freelance writer who works out of her new home here in Providence, RI. She is a regular contributor to the pages of Futon Life and will be presenting an article on flammability in the next issue.

FL