In Memory of Our Friend, Beth Hodges
As many of you know, our industry recently lost a dear friend, an amazing leader, and a true visionary. With great sadness, we recently learned of the passing of Beth Hodges -- long-time WCAA member and previous WCAA leader. As the owner of Soft Furnishings workroom in Elberton, Georgia, Beth provided wholesale workroom services for over 20 years, both locally and around the country.
Beth joined the WCAA Board of Directors in 1994, having served as the treasurer, vice-president, and two terms as president throughout her career. Beth was known throughout our industry for her hard work, determination, expertise, and her ability to make friends wherever she went. Many will remember Beth as a legend in our industry; always eager to teach, share, and lead. She will undoubtedly leave a huge vacancy in our lives.
As a prominent member of WCAA, and an active member of the Atlanta Chapter, Beth developed lasting relationships with many fellow WCAA members, including Michele Williams, founder of Scarlet Thread Consulting. In 2016, Michele had the pleasure of sitting down with Beth and discussing Beth’s experience in the industry. This interview has never been published, and we’re extraordinarily grateful for Michele’s allowing us to share it with you today, in Beth’s honor.
Read on for Michele’s touching interview with our friend, Beth.
I interviewed a few of my workroom friends for a project I was creating (and still am) back in 2016. Beth Hodges was one of my interviewees and you can read her unedited answers below. Beth and I met back in 2004 at a workroom conference hosted by CHF Academy in Greenville, SC (during the Cheryl Strickland days). In 2006, Beth helped us form a local chapter of WCAA in Atlanta and also became a member since she lived in the state.
Beth encouraged me in 2007 and 2008 to speak at IWCE, which I did, and as president of the local Atlanta chapter in 2008-2009. In 2009 she appointed me to the Board of Directors for WCAA national when a position came open. That began our relationship of working closely together for many years. To say that Beth saw potential in me and assisted in helping me help the industry would only touch the surface of her impact on my life. Beth, as we all knew her, was funny, sassy, and southern. She would tell you how she felt about something not only in words but in her facial expressions. She had a heart for the workroom industry and brought a professionalism to it that we all craved in some way. Her heart was to educate and elevate each one of us.
That is why all of us felt special to her and felt loved by her – we were. She always had a funny story to tell which just drew us in. My hope is that we can all learn from Beth and have a heart to help someone else who is working alongside us in this industry to be the best versions of ourselves. Beth was one of a kind, but we can do our best to emulate her love for knowledge and education and showing how much we really care for each other. And as Beth says, just keep swimming.
Michele - What has been your biggest challenge to overcome in business?
Beth - There are new ones every day. This is brutally honest…I think that in the beginning it was hard to set some limits with my family. I believe that my husband had a hard time realizing that I have a real business here…I am in the house and have a pile of kids and had not been working for years. As the business grew, there was a real adjustment period for us and I think he was pretty unhappy. He is very successful in his own right, and I had taken care of everything that had to do with the house and the children and suddenly I didn’t. It was hard, but over time we worked it out. I think that when I was on the cover of D&WC magazine and president of the WCAA…then named Entrepreneur of the Year by our Chamber of Commerce he thought I might have something here that was worth my time.
Michele - Where did you act in courage – when you felt fear?
Beth - Every day? I don’t think of myself as a particularly brave person. I think of myself as stubborn and determined. You won’t believe this, but I was terrified to drive by myself to my first Window Coverings show in Atlanta. I was terrified to get on a plane and fly to shows around the country. I was terrified the first class I ever taught. I HATE confrontation and I am nervous if I know one is coming up. Courage, I think, is not NOT being afraid, but being afraid and doing it anyway. I think that women have more trouble than men in this area and it involves just putting one foot in front of the other.
Michele - If there was a defining moment or opportunity that changed the direction of your business – what was it?
Beth - I think for me it was the realization that if I was going to have a good business I was going to have to go and get it. Put myself out there, so to speak. I cold called interior designers in both Anderson, SC and Athens GA. I liked Athens much better because my kids all went to school there and it gave me a good excuse to visit with them. I did work for a furniture company in Anderson and hated every minute of it. They weren’t “nice” and not easy to get along with. There was a lot of whining. When I finally had enough of the picky complaints, I quit. I had some cornices returned for a very minor complaint and I refused to remake them. I refunded the money for their fabric and gave the cornices and draperies to my daughter. One of the smartest things I’ve done.
Michele - Which failures have you learned the most from?
Beth - The ones that cost me money…and there have been many. I learned always to mark hard treatments up at least 100% so that if you mis-measured at least you won’t LOSE money. And I’ve learned that the things that you do for free are the ones that often come back to bite you. I guess I didn’t learn that lesson as well as I should have since I still get bitten. Failures teach you how to charge. Failures have also taught me that sometime the failures are unavoidable and I TRY not to beat myself up. I think that it has given me a thicker skin. Failures have also taught me that sometime when faced with a big customer service problem that the best thing to do is just ask them what they want you to do. You don’t have to DO it, but at least you have a starting point. But see my definition of “failure”…
Michele - What would you go back and tell the younger you about your business trajectory? Specifically as it relates to fear and failure.
Beth - Just keep swimming? Sorry…Just keep moving forward and don’t give up. Be optimistic always. I think that I would tell THAT Beth Hodges that she had no idea what will come! First, set a goal every year. New web site or new telephone system, teach a class somewhere, make a certain amount of money, SOMETHING. Be brave and keep plowing ahead, and arm yourself with “psychic armor.” In other words, put yourself in a place where stings and arrows are not aimed at your heart. I would tell her to try to think more like a man doing business. (HA! Do you believe I said that?!) Try not to hold grudges or take things personally.
Michele - How have you defined business, success and failure on your own terms?
Beth - I have never had a failure because I look at setbacks not being failures. Does that make sense? A failure to me would mean closing the doors of the business. I have had up to seven employees who have all gotten paid as they should. Hundreds if not more than a thousand clients who I have satisfied. I have “maintained myself” as my husband says. I’ve made a profit every year for thirty years. I ship window treatments all over the country. I’ve done a home in Monte Carlo and a resort in Jamaica. I have helped many, many women and men to learn this business…and there have been many who have been extraordinarily successful. I helped WCAA to grow and pulled them through a very difficult, dark time. So what if I mis-measured a time or two. That’s not a failure, it’s a momentary set back. I’ll still married to the same man and all five of my children speak to me. Someone telling me NO isn’t a failure. I just need to look somewhere else to find someone who says YES.
Once again, we thank Michele for conducting this interview, and allowing us to share these words of wisdom to honor Beth’s memory today. Our hearts go out to Beth’s family, friends, and all of those who were lucky to have known her. WCAA is truly heartbroken to learn of Beth’s passing, and she will be missed in so many ways.
If you are interested in ways to honor Beth & her legacy, her family asks that, in lieu of flowers, you please consider making a donation to Elberton First Methodist Church, 132 E. Church St., Elberton, GA 30635 or St. Jude’s Children’s Hospital, 262 Danny Thomas Place, Memphis, TN 38105.