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The pandemic as we all know has caused a global disaster affecting many aspects of our lives including work. But as we went through these setbacks, we also learned to thrive and be resilient. Sheree Rubinstein is a leader who knew how to pivot her business successfully into the virtual space.
Sheree is the Founder of One Roof which was well known as Australia’s leading co-working space dedicated to women-led business. She raised capital with big plans to grow this co-working empire. And then COVID-19 hit. Sheree moved swiftly to completely pivot the business and now runs One Roof as a fully digital membership for female leaders & entrepreneurs.
In this episode, Sheree shares not only how they were able to pivot into the virtual space but most importantly their mission of supporting women to thrive through the pandemic and the future. As our workspaces evolve, Sheree advocates spaces that promote friendly spaces for women and men. She continues to mentor women to help them advance in business and in their careers.
[03:13] Sheree talks about Verve Super, a women-led business that inspired her for its success and resilience amidst the pandemic.
[04:59] Her career started in corporate law but she would often find passion in supporting women.
[06:40] She started running network events with Gianna Wurzl. Together, they brought women together, leading to the birth of One Roof.
[07:58] They became the leading coworking space for women and Australia until Covid pivoted its business online.
[10:14] In reality, there’s still a lot to change in the system that supports women at work.
[12:14] Sheree cites examples of female entrepreneurs investing in other women-led businesses.
[13:04] Though Covid created a negative global impact, it has also shifted the way people work and create opportunities for working from home.
[14:34] The shift to purpose-driven businesses is led by a younger generation of consumers or millennials.
[17:03] Empathy and authenticity are characteristics that women possess that can make them better leaders.
[17:47] Creating a physical space that caters not only to working mothers but parents in general.
[19:50] The chaos of kids in the background during virtual meetings should become a norm.
[22:10] Sheree cites another leader, Amy Childs, an MD at Momentum Energy who has designed her space around all the possible needs of everyone. Her ethos and leadership style is based on empathy and understanding.
[24:30] Other companies that support women are Atlassian and Lululemon. And companies that are led by women are Canva, Adore Beauty, and Envato.
[25:41] The most gratifying moment was when they had a goodbye party because they were about to lose their coworking space. Sheree was moved by the party’s effort and turnout, which helped her remain focused and motivated to keep going.
[28:59] The three biggest lessons Sheree learned in One Roof are persistence, getting comfortable with discomfort, and not aiming for perfectionism.
[32:10] Sheree talks about women-led businesses and companies that support women, are led by women, and have female friend workspaces.
[34:17] Coworking has done an amazing job. At One Roof it’s not just about designing the physical space but it’s also what goes on in the space.
[35:31] The most powerful way to lift up women is to invest in women. Investing financially and investing time into understanding women’s needs.
[36:52] Sheree stresses the importance of parental leave both for men and women.
Sheree Rubinstein is the Founder of One Roof which was well known as Australia’s leading co-working space dedicated to women-led business. The flagship space in Southbank saw close to 200k people through its doors every year. Sheree raised capital with big plans to grow this co-working empire. And then COVID-19 hit. Sheree moved swiftly to completely pivot the business and now runs One Roof as a fully digital membership for female leaders & entrepreneurs. In less than one year she has grown the business to 700 members Australia-wed, hosted 200+ masterclasses, and had great success amongst the community.
Sheree is known as the “Queen of Community” and an expert in curating spaces, programs, and environments for women to thrive. She is a regular public speaker on women in business, entrepreneurship, and leadership. Sheree has been well recognized for her work. She is a 2018 AFR 100 Women of Influence, 2017 Telstra Business Women’s Award Finalist, and was awarded the 2016 Victorian Young Achiever’s Leadership Award.
Sheree mentors many women to help them advance in business and in their careers. She is on the board of the Victorian Women’s Trust and is a volunteer facilitator with YHER, a global accelerator program powered by YGAP dedicated to supporting women-led social enterprises.
Sheree completed a bachelor of Law and Arts (Media and Communications) at the University of Melbourne. Sheree is a qualified Legal Practitioner and a graduate of the School of Social Entrepreneurs.
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