Business Briefing: Company aims to flip the script on female contractors
Erica Anenberg likes to be hands on in her work, especially when it comes to home renovations. For decades she has bought properties around Southern California and fixed them up herself.It was how she spent most of the past two years during the COVID-19 pandemic."I never thought of it as a business until COVID hit.
My wholesale retail business basically flatlined," she recalled. "I spent the majority of COVID at Home Depot and doing what I love to do."When Anenberg, 52, decided to get into the home renovation space, she quickly noticed the lack of other women in the field.
Most subcontractors she hired were men."It is still unusual to see a woman doing this," she said.Last year, she launched her construction and remodeling company Girl Flip with a purposefully double entendre meaning.
It refers more than just to a company flipping properties, Anenberg explained."It is a great catchy phrase. There is the gay connotation of flipping a girl from straight to gay," she said. "We also want to re-approach the way people are thinking about construction and see a place for women."There are now more than 4,000 members of the National Association of Women in Construction, started in 1953 by 16 women.
