Hobby to Hustle: How Rona Rafal Inspires Women to Build Careers They Love

Rona Rafal is a dynamic Client Support Specialist and Advisor Assistant with iA Private Wealth from Vancouver, British Columbia. She has built a career centered around forming strong, long-lasting relationships, and her commitment to understanding her clients on a personal level has become a pillar of her reputation. 

In this interview, Rona shares her secrets for turning her passion for helping people into a career in finance, offering insights on how women can empower themselves to build careers they love. 

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Q: Can you tell us a bit about your early career and how you developed your passion for helping others in customer service?

Rona Rafal: I’ve always had a natural ability to connect with people, which I think comes from genuinely enjoying those interactions and seeking them out. Whether it’s a simple conversation about the weather, or a deeper discussion about their needs, I love creating a personal bond. My experience in customer service and client-support roles across various sectors gave me the tools to truly understand people and tailor my approach to meet their needs. Now, at iA Private Wealth, I use a client-centered approach, really getting to know each person I work with. By building trust and understanding their financial goals on a personal level, I can help support them in ways that go beyond just numbers—it’s about helping them feel secure and confident about their future.

Q: Many women face self-doubt when turning their hobbies or passions into a career. Did you experience that? How did you overcome it?

Rona Rafal: Oh for sure I’ve had self doubt! Who hasn’t? When I decided to become a full time wellness professional and transform my love of makeup and styling into a career, there were moments where my confidence shook, where I would wonder if I could really make it work, especially with so many talented people already in the industry. But those moments of doubt never lasted long, because deep down I knew I was good at what I did. Positive feedback from clients was a huge confidence booster. Their trust in me was a reminder that I was on the right path, and that helped me shake off any lingering doubts. I learned to focus on my strengths and let my passion lead the way.

Q: Societal expectations often limit how women pursue their professional goals. Did you encounter any of these barriers, and if so, how did you navigate them?

Rona Rafal: Being a mom is super important to me and spending time with my daughter brings me so much joy. But as a mom, and a professional, those two halves of my life have butted heads on a few occasions. I’ve had experiences where I felt that I wasn’t cut out to be a full time working mom, where it was challenging to find enough time to be there for my daughter and my clients equally. What helped me overcome my doubts and resolve these types of conflicts was a decision to be transparent. I’m open about my schedule and where the line of work and home start and stop. I make sure when I’m at work I am fully tuned in and likewise, when I’m with my family that time takes precedence over any stresses of the day. It’s not always so simple, but I feel that showing that level of commitment to the different aspects of my life is also a factor in my successful reputation. 

Q: What advice would you give to women who are considering turning their hobbies or personal passions into careers?

Rona Rafal: I would say to trust your instincts and take that first step, even if it feels intimidating. Many women second-guess whether their passion is ‘good enough’ to build a career on, but the truth is if you’re genuinely passionate about something and it brings you joy, that enthusiasm will resonate with others. I tried my hand in the Nonprofit realm because I had a desire to give back to my community. I worked in a client-facing role in the family services division of The Salvation Army. That was a really rewarding experience, and once again, I liked the interactions, but at the time, it wasn’t the right step for me professionally. I took my love of beauty and wellness to the next level and worked at a beauty salon for a while, but, short of opening up my own shop, there wasn’t much room for advancement. That’s when I decided on a career in the financial services industry, and within that framework, found the ideal position for me as a client support specialist, considering my work history and my knack for fostering interpersonal relationships.

With anything worth doing, it won’t always be easy, so it’s important to stay patient and be willing to learn and take bumps along the way. You don’t need to have everything figured out before you start—just begin.

Q: How important has community and mentorship been in your career development? What role do you think women can play in supporting each other professionally?

Rona Rafal: I think supporting women is vital to our collective professional advancement and that it’s a beautiful and powerful experience if you can find your village. Throughout my career, I have been fortunate enough to have strong, female, mentors in my corner. I remember when I was just starting as a manager of a Tim Hortons franchise and everything seemed so overwhelming, with a lot of new responsibilities on my shoulders alone to ensure my team provided the best service – but also there was pressure to ensure that my employees felt supported and rewarded by the organization. I reached out to a female friend of mine who had been successfully managing her franchise for some time at that point and asked her for advice on prioritizing competing needs and dealing with high expectations. She gave me some of the best advice I have ever received – she said “No one will remember the exact details of everyday with you, or if you posted the shift schedule at exactly 9 am on the day you said you would. But they will remember how you made them feel. They will remember if you welcomed them with a smile, if you took the time to really listen to their concerns and if you took action afterwards to improve their situation. Strive to leave a lasting positive impression and everything else will fall into place.” 

Q: What’s one piece of advice you would give to women who want to pursue their passion but feel held back?

Rona Rafal: Be bold, and I mean this in life and professionally. Willingness to take risks is a characteristic that I think has often been downplayed in women, but if we can start to embrace this outlook I truly believe we will reap the benefits. Apply for a job you aren’t 100% sure of, step out of your comfort zone in a board meeting, volunteer to lead a committee – whatever you choose to do, just do it with full commitment and take a chance on yourself.