4min readPeople 23 July 2019
Heels of Steel follows the journey of Bridget Steele, the Bronx-born, tough-as-nails and sexy construction company CEO, who is determined to be the first woman to get a contract to build a New York City skyscraper. Fighting for her life and career in the male dominated world of the Big Apple's real estate industry, Steele also finds herself falling for her biggest rival, who could impede her rise to the top. In this summer's hottest beach read, Kavovit gives readers a look into the cut-throat business of hardhats and hammers, delving into the sexism, corruption, harassment and how far people will go to land a contract.
In the excerpt below, Bridget has a shot at signing her first major commercial construction project. This job would catapult her career in construction and give her the break she needs to compete with the Boys' Club of the industry. Her first assignment: negotiate with the misogynistic union delegate who shut down the project to begin with. Bridget has to think on her feet to navigate the sexist comments and ridicule that comes with being one of the only women in the business, because if she doesn't, she'll have to start again at square one.
Excerpt from Heels of Steel:
It was odd, Bridget thought, where life takes you. If she hadn't been mugged, her father might not have brought her a model to build, and if she hadn't built that model, she might not now be standing dockside in the middle of a dead construction site, waiting for the union delegate, Sal Delmonico, from the Local 6, to show up.
Once a site bustling with hundreds of carpenters, electricians, and masons all working like ants to build an ultra-exclusive condominium development for the mega-rich, now all that remained were stacks of rotting wood, moldy drywall, and crumbling bricks strewn across the ghost town that had been advertised as the new premiere private community in downtown Manhattan. Bridget shook her head at the abandoned garbage dump this priceless piece of property had become.
"It's a real shame, eh?" said a voice behind her.
Bridget turned to face a man wearing a blue polyester suit and what she was pretty sure was a fake Hermes tie. He was smoking a cigarette and his mustache put Sam Elliot to shame.
"You Steele?" asked the mustache.
"You must be Delmonico," said Bridget. She put out her hand to shake.
Delmonico waited a beat before he took it. His grip was so tight and clammy that Bridget could swear she heard a squelching noise as their hands parted.
"A girl, huh? What's Hannity's game here?"
Bridget shrugged. "No game. I was asked to negotiate a deal so we can move forward and get this project built."
Delmonico stared at her for a moment and then casually spat off to the side. "Let me paint you a picture," he said making a sweep of his arm toward the water. "Women who look like a young Cindy Crawford sitting on the decks of their husbands' 200-foot yachts, which are strategically docked smack dead in front of their condos that jet right out over the river. 360-degree views, floor to ceiling windows, plunge pools and gold plated faucets. Chefs kitchens that actually come with their own personal chefs." He paused to inhale from his Marlboro and then blew the smoke out of the corner of his mouth. "It was going to be a candy land sprinkled with diamonds, mink, big dicks, fake tits, and cocaine."
"Sounds nice," said Bridget.
"It would've been."
"And you ended it all," said Bridget.
Delmonico smiled a big, satisfied grin. "And I ended it all. Kicked `em in their balls so hard that they're still down on the floor crying like little girls. They came whining to me about how they couldn't afford to hire union labor. Wanted to make a deal so they could bring in a bunch of scabs. Said the whole job would go down if they couldn't cut costs. So I pulled the plug. One hundred percent union or no deal, I always say."
Bridget nodded thoughtfully. "How about fifty percent union?"
Delmonico's face scrunched up. "Did you not hear what I just said?"
"It sounded to me like you said you killed the chance for a whole lot of your guys to get some solid work. I wonder what they thought about that?"
Something passed over Delmonico's face and Bridget knew that she'd hit a nerve. "My guys got more work than they can handle."
"Yeah? Because at the very least this is a two-year contract, and if the client likes what your guys and my non-union guys can do, there'll be plenty of future projects for everyone."
Delmonico sneered. "What makes you think there will be future projects for you? I only brought you here to set you straight. You want to work with me and my local? You gotta know the score. Other guys have messed with me and see that river?" He pointed out to the steel-gray Hudson, still dotted with chunks of late spring ice. "That's a real strong current. You'd get sucked right under the ice, if you happened to fall in."
Bridget felt her stomach clench, but she forced herself to laugh. "So now you're going to throw me in the river? Listen, Hannity told me to tell you that it's me, or no one. He's sick of screwing around. If we can't make a deal, he's donating this property to the city to make a waterfront park and taking the tax write off. How do you think your boys would feel about that?"
Delmonico looked at her sharply. Bridget kept her face carefully neutral, but her heart pounded. Hannity had said no such thing.
Delmonico threw the stub of his cigarette and ground it under his heel. He looked back at her. "And what do I get out of it?"
She frowned. "What do you mean? How about none of the guys from your local will be sitting on the bench for at least two years? That's what you get."
Delmonico took a step toward her. "Yeah, but say I agree to your terms—fifty percent union, fifty percent whatever dregs you bring in—what are you going to do to sweeten the deal?"
"Are you talking about a kickback? About money?"
He shrugged and grinned. His teeth were yellow and stained. "Money or…" he let his eyes drop to her breasts. "Whatever else you think might make me feel good about things."
She folded her arms over her chest. "Not if you were the last man on earth, Delmonico."
He laughed and reached for her. "Look at them nice big titties."
She grabbed his wrist and twisted just like her dad had taught her.
"Ow! Shit! That hurts!" he yelped.
She twisted harder. "You know what else I've got, Delmonico? A nice big mouth. You think the press would like to hear the story of the union head who molested the sweet, innocent girl contractor?" She glanced at the ring on his finger. "You think your wife wants hear about that, too?" She threw down his arm.
He sneered at her as he rubbed his wrist. "You're going to be sorry you ever met me, Steele."
She turned to go. "I already am."
Excerpted from Heels of Steel by Barbara Kavovit. Copyright © 2019 by Barbara Kavovit. Use with permission from MIRA Books.
When their frustration with current fabric care options had fashionistas Gwen Whiting and Lindsey Boyd worn out, the two entrepreneurs made it their mission to start a new niche and launch their very own at-home, eco-friendly laundry detergent line.
With a mission of turning an everyday domestic chore into a luxurious experience, these entrepreneurs not only conjured up an idea for an unconventional product line, but they successfully built their business while turning down the offer of every venture capitalist to knock on their door.
Gwen Whiting and Lindsey Boyd co-founded The Laundress in 2004 after dealing with their own personal frustrations with limited clothing care options. Whiting, having worked at Ralph Lauren in design and Boyd having worked at Chanel in corporate sales, soon accumulated a stylish wardrobe of designer pieces as perks of their jobs in the fashion industry. However, the duo quickly realized that the maintenance required for upkeeping these items were far from adequate. Laundry products on the market at the time did not cater to delicate textures and fabrics such as tweed blazers, cable-knit cashmere and silk blouses. Taking their clothing to the dry cleaners also proved hopeless as their clothing would often come back with stains or even be ruined despite the overload of chemicals used to clean them. With nowhere left to turn, Whiting and Boyd were determined to create their own laundry solutions designed for specific fabrics.
Not only did the entrepreneurs develop the business expertise needed to finally begin their own company, but they also shared the same educational background that equipped them to pursue their unconventional business venture. Whiting and Boyd met in college as students at Cornell University majoring in Fiber Science, Textile, and Apparel Management and Design. The pair was introduced by a mutual friend and instantly knew they would become business partners. "It was inevitable that we were going to have a business together. We are both extremely entrepreneurial by nature, and it was one of the connections that we instantly shared" said Whiting. After focusing on pursuing their own individual careers for a while, Whiting and Boyd quickly discovered a void in the fabric care marketplace when their clients would continuously inquire about the upkeep of their designer pieces.
The entrepreneurial duo was committed to researching and developing their own eco-friendly laundry products and soon launched their own at-home solutions for specific fabrics like silk, wool and denim, which ultimately eliminated the need for dry cleaning for those particular items. Despite their products filling a necessary void in the market, it quickly became challenging for the founders to persuade people to shift their focus away from traditional laundry care options in order to try their products. However, Whiting and Boyd believed in their mission for the Laundress and bootstrapped from the very beginning, refusing all venture capital funding with the goal of growing organically. In order to be successful, they had to get creative in fundraising. "In the very early days, we funded business development by hosting a 'for profit' party at a New York City restaurant and inviting friends, family, co-workers, etc. to support our new venture. That was pre-Kickstarter and an inventive way to make everyone feel a big part of our decision to be entrepreneurs," said Whiting.
While turning down VC funding as new entrepreneurs seems unimaginable, it is as equally unfathomable to consider how these women gained national traction without social media, all the while hustling to fund their business. For Whiting and Boyd, who started their business before social media existed, it was imperative that they promote their brand by leveraging the resources they had available to them. The CEO's were one of the first to sell consumer goods, let alone detergent, online with the goal of reaching a national audience. Despite having limited retail distribution, they leveraged the power of their website and became featured in publications on both a national and international scale. "Before social media platforms existed, we nurtured our own Laundress community with engaging content on our website, step-by-step tutorials on our blog, and one-on-one communication through our Ask The Laundress email," Whiting explained. With technology evolving and the birth of social media platforms, the founders expanded the conversation about their products from website, blog and email to platforms like Facebook and Instagram.
As female entrepreneurs, Whiting and Boyd faced additional hardships as misconceptions about their mission ultimately proved to disappoint more than it encouraged them. As women selling luxury detergent, there existed a preconceived notion that funding would be more easily attainable based upon their gender.
"Everyone thought it was easy to access capital as female entrepreneurs, but it was actually very challenging. We had this unique and disruptive idea within a very traditional space and it was hard to get people on board at first. It's been a continuous journey to educate people in fabric care and home cleaning," said Boyd.
Reflecting on their journey as entrepreneurs, the founders express no regrets about refusing to accept venture capital throughout the process. "Over the years, we could never quantify the cost benefit of VC funding so we continued to grow organically and remain independent by funding ourselves with credit cards and loans," explained Boyd. While their decision proved fruitful, the duo expressed their consideration towards other entrepreneurs who may not be able to fully fund their business as they grow. Because funding is a situational experience, entrepreneurs must ultimately do what is best for their business as no one path is optimal for every entrepreneur or every business.
With an increasing amount of women entering entrepreneurship with their own unique set of products or services, the CEO's offer up one piece of advice on how female entrepreneurs can be successful in their endeavors.
Whiting: "Our advice to anyone looking to build their brands: Have a strong business plan and vision. If you are not disciplined to write a business plan first then you are not disciplined to start a business. Get your ideas down so you ask yourself the right questions; it helps you get organized and plan next steps."
Boyd: "Create quality products without sacrificing the ingredients—no cutting corners. What you create should be the most important piece. Stay passionate, and trust your instincts and follow your gut—something woman are awesome at!"