Confidence in Action: Owning Your Superpower Brings Real Conversations to NWFA Expo
On April 22, 2026, Women in the Floorcovering Industry (WIFI) hosted Confidence in Action: Owning Your Superpower at the NWFA Expo in Orlando, bringing together industry professionals for a meaningful and energizing discussion on confidence, communication, and leadership.
Moderated by Renee Tester Littleton of Kährs Americas, the panel featured Julie Russell of Gemini Industries, Brenda Cashion of UCX, and Ashley Do Carmo of Brown Oaks Flooring. Through honest stories and practical insights, the conversation centered on how confidence is built over time through experience, growth, and action.
The Power of Listening and Communication
A strong theme throughout the discussion was the role of listening and communication as foundational skills. Panelists emphasized that truly understanding others shapes stronger relationships and better outcomes across every part of business. As Russell shared, “It’s not just about what’s being said, but what’s really meant.”
From reading tone to asking thoughtful questions, intentional listening was positioned as a critical leadership skill.
Turning Communication into Action
The panel also explored how communication shows up in real situations, especially when navigating challenges. Creating space for people to feel heard can completely shift outcomes and relationships. Cashion shared, “Letting him vent… and really listening to him… put a whole different spin on the situation.” This approach not only resolves issues more effectively but also builds trust that lasts beyond a single interaction.
Building Credibility in the Industry
When discussing credibility, the panel highlighted the importance of combining knowledge with approach. Understanding your product, your customer, and how you communicate value all contribute to long-term success. Do Carmo emphasized this clearly, sharing, “Communication is key… when you feel heard and seen, it’s just a little bit different experience.” Attention to detail and consistency in communication were also identified as ways to build trust and stand out.
Advocating for Yourself and Owning Your Growth
The conversation also addressed the importance of self-advocacy, particularly when it comes to career growth. Panelists encouraged attendees to take ownership of their path and speak up for opportunities. As Cashion stated, “Nobody else is going to do it. You have to take responsibility for that.” This message reinforced that confidence often grows through action and persistence.
Stepping Outside Your Comfort Zone
Growth often requires stepping into unfamiliar territory, and panelists shared personal experiences navigating those moments. Whether facing imposter syndrome or new leadership responsibilities, trusting your strengths is key. Russell reflected on this, saying, “I was there for a reason… my skills put me there.” Consistency and belief in your abilities were highlighted as essential to building confidence over time.
Confidence as a Skill to Build
The session closed with a focus on confidence as an ongoing practice. From continuous learning to staying adaptable, the panel encouraged attendees to keep developing both personally and professionally. Do Carmo captured this sentiment, sharing, “Be confident that you can be strong, that you can be right, that you can be wrong.” Confidence is not about having all the answers, but about showing up, learning, and continuing to grow.
Overall, Confidence in Action delivered a powerful mix of real stories, practical advice, and meaningful connection, leaving attendees with actionable takeaways and a renewed sense of confidence.
About WIFI (and what’s next)
WIFI continues to attract, educate, and empower women across the flooring industry through programming like Power Hours, mentoring, and scholarships. To learn more about upcoming events and opportunities, visit www.womeninflooring.org.
Join us at one of our upcoming events and connect with women across the industry:
WIFI Book Club Kick-Off: Think Again by Adam Grant
Next Meeting: May 14 | 12:00 PM EDT | Virtual | Register Here
WIFI Connection Hour: From Burnout to Boundaries
May 7 | 12:0 0PM EDT | Virtual
These programs are made possible by the Friends of WIFI community. Join us in supporting free education, mentorship, and leadership opportunities for women across the flooring industry.