Rise and Thrive: Women Leading in Business and Beyond
Thursday, November 6 • 8:30–10:30 AM • NAFCD/NBMDA Convention, Chicago
Presented by NAFCD, NBMDA, and the Women In the Floorcovering Industry (WIFI)
A Morning to Rise, Connect, and Lead
The Rise and Thrive Breakfast: Women Leading at Business and Beyond brought together an inspired and energetic crowd for a morning filled with laughter, learning, and leadership. Hosted in conjunction with WIFI – Women In the Floorcovering Industry, NAFCD, and NBMDA, this annual event continues to grow as a space for real talk, real connection, and real change.
From the first sip of coffee to the last round of applause, the session reminded attendees what happens when women in our industry show up, speak up, and lift one another higher.
Event Hosts and Table Hosts
The Rise and Thrive Breakfast was led by an outstanding team of facilitators and planners whose vision and enthusiasm set the tone for a powerful morning. Discussion prompts were answered on attendees’ phones, shared on the screens, and then discussed in the larger group.
Event Leaders:
Dori Blitzstein (Roesel-Heck)
GeorgeAnne Blackmon (Decospan)
Table Hosts:
Deborah McLaughlin (Tarkett Inc.)
Reid Waxman (Roomvo)
Emily Vella (Atlantic Plywood Corporation)
Dempsey Goedbloed (Canusa Wood)
Celebrating WIFI’s Momentum
The program opened with gratitude—and pride—for how far WIFI has come. Founded by six passionate women, WIFI has grown into a thriving, grassroots network devoted to attracting, educating, and empowering women in every segment of the floor covering industry.
Its programs continue to build opportunity and confidence across the industry:
The WIFI SEAL (Seeking Execellence as Leaders) Leadership Cohort – a four month leadership & group coaching program in partnership wiht WFCA.
The WIFI Mentorship Program – launching its fifth cohort in February 2026, pairing emerging professionals with industry leaders.
WIFI Scholarships – more than $100,000 awarded in just two years to support certifications and degrees.
The WIFI Book Club – reading and discussing titles that inspire personal and professional growth.
WIFI Power Hours – monthly online sessions tackling topics from “Rocking Your LinkedIn Profile” to “The State of the Industry.”
“Look at how many of us are here—connected, committed, and changing this industry.”
Claim Your Space
Early in the program, the conversation turned to one powerful question: “What do you do when others don’t fully acknowledge your skill set?” The room filled with wisdom and laughter.
“Be the first to speak up.”
“Don’t wait to be asked—use your skill set and share it widely.”
“We’ve been taught to see self-promotion as bragging. It’s not—it’s teamwork.”
One attendee added, “Women often have to know more just to be seen equally. But when they do, they show everyone who’s really leading.”
Takeaway: Claim your space. You’ve earned it.
Delegating with Trust
When the group discussed how to delegate without micromanaging, themes of empathy, clarity, and communication came forward. “
“Ask, ‘What do you need from me to succeed?’ not, ‘Did you finish yet’?”
“Give direction, not control.”
“Hire great people—then let them shine.”
As one participant laughed, “I’m a recovering micromanager. My team reminds me: let them do their jobs!”
Holding Boundaries with Grace
The discussion shifted to handling inappropriate or boundary-crossing behavior in the workplace. The advice was practical and powerful.
“I bought a $20 ring on Amazon. When people assume I’m married, they act differently—so I tell them why.”
“If someone crosses the line, I simply ask, ‘What did you mean by that?’ It makes them stop and think.”
“Redirect the conversation. Stay professional, stay firm.”
“We shouldn’t have to create workarounds to be treated professionally—but until it changes, we can stand tall and stand together.”
Building Influence Without Authority
True influence, attendees agreed, comes from confidence, consistency, and community.
“Plant your feet like Wonder Woman. Even if you’re faking it, your body will believe it.”
“Cheer on your colleagues—real leaders build others up.”
“No task is beneath you. Leadership starts with humility.”
Overcoming Imposter Syndrome
Self-doubt was another topic that resonated deeply.
“Remind yourself of what you’ve already overcome. If you made it through that, you can make it through this.”
“Focus less on what you don’t know, and more on what you do bring. Fresh perspectives matter.”
When asked, “What do you want to be known for?” the screen filled with words: authentic, resilient, ethical, powerhouse.
“By the end of the day, I want people saying, ‘that woman is a powerhouse.’”
Advice for First-Time Attendees
Veterans shared practical advice for newcomers to convention:
Introduce yourself—often. Share your name, role, and why you’re here.
Ask questions. You’re not the only one wondering.
Network everywhere. “Some of the best business deals start as notes on a coaster.”
Follow up. Connect on LinkedIn, send a thank-you, and keep relationships alive.
Keep Rising and Thriving
The morning closed with a sense of shared momentum and purpose. “We must continue to put women at the forefront of the industry—and you are the women who need to speak up for us at every table.” Together, this community of women—and the allies who support them—are shaping the next chapter of leadership in flooring and beyond.
Resources & What’s Next
📘 Download the Session Handout:
Find the Rise and Thrive handout with recommended reading and personal development resources here.
💼 Next WIFI Power Hour:
Join us for “Behind the Scene: Path to the C-Suite” — an empowering conversation on leadership and executive growth. Register here.
📚 Join the WIFI Book Club:
Our next read is Presence: Bringing Your Boldest Self to Your Biggest Challenges by Amy Cuddy. Let’s read, reflect, and rise together. Join the Book Club.