"Avoid getting into debt and laser focus on making profits" with Anna Braff

Photos by Peterson Design & Photography ​​

Anna Braff is the founder and designer behind Provenance Rentals, a boutique specialty event rentals company and lifestyle brand in Los Angeles. Dubbed an unintentional entrepreneur, she started her business with the desire to decorate spaces with unique furniture, decor, and props in her collection and transform them into beautiful environments to create lasting memories and experiences. Anna started her business after throwing a naming ceremony for her youngest son and guests quickly noticed the relentless attention to detail to make the time special for her children and her loved ones in attendance. Today, she decorates spaces for a range of events and clientele including big brands and celebrities collecting only the most beautiful and high quality rentals making each event a customized experience. 

Can you tell our readers about your background?

Originally born in California, my parents divorced when I was young–about two years old. My hard-working, single mother always tried to help and push her kids to create a better, more fulfilling life different from the humble beginnings we came from. Not only did my father fail to contribute financially to our upbringing, when he was around he dolled out blows to our self-confidence, neglect, manipulation, or emotional mistreatment on the rare occasions when we would see him. After California, we moved to Georgia, then Connecticut, and then college in New York City. However, it was California that I longed for. I tried several different careers, including practicing law. I never really loved it. I always loved the arts and dreamed of making a living (and one day fortune) from creative pursuits. Although, I never thought I would be an entrepreneur – too scary; too risky especially when you come from nothing really. I just knew I always wanted to be successful, but it also had to be something meaningful and fulfilling to my heart and soul. Luckily, I married a man who allowed me to take time to explore what I really wanted to do and also enjoy raising my children and bonding with them. I am so grateful for my husband’s support and patience which allowed me to experiment and take risks. 

What inspired you to start your business?

Although I did not intend on becoming an entrepreneur, the opportunity presented itself. Something sparked inside me and I wanted to explore it. I threw a naming ceremony for my son and spent months planning, curating special items like vintage desks, telephones, creating handmade decorations, and signage. I actually invested more time in planning this party probably than my own wedding. The event had to be special. So I spent days and nights collecting things, planning the event, making handmade decorations, creating a menu, and designing the overall look and feel of the event. My friend noticed and she suggested we go into business. At the time, it was fortuitous that her parents had warehouse space and trucks where we could start our business with little capital. It acted as an incubator. She and I did not last as partners very long. We parted ways by the end of that first year. After that, I changed the name to Provenance Rentals and only looked towards the future.

Where is your business based? 

Our brick-and-mortar headquarters is based in Los Angeles.

How did you start your business? What were the first steps you took?

Since I already amassed a small collection from my son’s party, it worked out that my business partner and I had access to a warehouse to safely store the items. Through my years running the business, I did have to move four times. Now, I am in a good spot. When my business partner and I first started we had no capital. We raised capital by self-funding with only a little bit we could each chip in, and we also started selling things. We basically flipped merchandise from auctions and put that towards our fund to buy more inventory and pay for business expenses. Once we felt we had enough of a collection, though when I think back it was still quite meager and paltry, we started looking for customers. My business partner’s brother-in-law also helped us by taking photos of our inventory. He had a background as a photographer so our pictures were quite good and professional quality. Once we had those we invested in a website. Once we did that, we were able to show were legitimate. 

What has been the most effective way of raising awareness for your business?

The pressure on myself to perform makes me a shameless self-promoter. If my business fails, I fail my family. Accomplishing raising awareness wouldn’t be possible without technology. It is my megaphone when I want to promote my business from working on my SEO for my website; to blogging; to collaborations; to socials like Instagram and Pinterest – technology is what helps propel my business into growth, finding customers, and the future of my brand. I also try to align myself with clients that will sing our praises from the rooftops, or have the ability to influence others. 

What have been your biggest challenges and how did you overcome them?

There have been many, and I continue to and will continue to have challenges so long as I run a business. Nothing is static. My first challenge was having no money, so I found creative ways to raise money. Then it was cycling through two different business partners. I thought it would be fun to be in business with friends, but it ends up straining the friendship. Scaling is always a problem – how to do this without overleveraging yourself is a dynamic challenge as your business grows. Of course, I would be remiss if I didn’t mention the pandemic and government shut-downs. My business came close to shuttering. I went so lean I wasn’t even paying for the lights, or Internet, at one point. Luckily, I had some perfect pieces in my collection that clients wanted for intimate events that helped keep me stay afloat in 2020. In 2021 and 2022, I face challenges with inflations, labor, rising supply costs, and the inability to even order certain inventory. There is always something preventing me from resting on my laurels. 

I focus on things I can solve and things I know I do well. I strategize and game plan how I will attack a problem. I try to also not do what everyone else does. I find what works for me. Sometimes it is also about not overthinking and just taking action.

How do you stay focused? 

I believe in working on small goals. Even the smallest things like responding to emails, collecting my receipts, posting on social media – anything -- to keep me on track of running my business even on the toughest of days. It is easy to get overwhelmed, but focusing on little, achievable milestones helps me face and conquer larger, daunting problems. Also, taking a moment to breathe. 

Additionally, I remind myself of things I do love about my business when things get challenging or feel stagnating – whether it is curating my collection, making sales, finding new clients, innovating, bonding with my team or clients, and even cleaning up the warehouse brings me joy. 

How do you differentiate your business from the competition?

I pride myself on cherry-picking a beautiful, high-quality collection where you just can’t find this stuff anywhere. We also believe in treating people with dignity, respect, and professionalism. Our customer service is top-notch and we value our customers, team, and supporters.

What has been your most effective marketing strategy to grow your business?

Investing in a website that is functional and beautiful. Everyone always says how much they love my website, the images, the design, and the vibe with the images and my company’s message.

What's your best piece of advice for aspiring and new entrepreneurs?

Avoid getting into debt and laser focus on making profits; even in the beginning and as much as possible. Start by setting aside even small profits that are achievable, and work your way every quarter, or whatever timeline you set. You must do it; don’t just say you are going to do it. Also, small, daily habits help you achieve large goals. Little by little you get what you want and it lasts longer than an overnight success.  

11. What's your favorite app, blog, and book? Why? 

Profit First. It is such a great book for entrepreneurs. Once you harness your finances it allows your business to grow in the right direction. The methods help you find peace, achievements, and it gets you out of entrepreneurial poverty, or that dangerous mindset that you need to spend more to make more. You have to have respect for money, learn its power, and use it in the right ways to create the life and business you dream about.

What's your favorite business tool or resource? Why?

Technology is awesome. I can’t tell you how many times I use Google, Google: Maps, Earth, Images, and so much more a day on each project. I also love Pinterest and Instagram for visual inspiration and I can’t forget YouTube. You can teach yourself anything from some amazing videos on there.

Who is your business role model? Why?

There are many, but most notably are Warren Buffet and Joy Mangano. Buffet is one of the most successful investors and businessmen, but he is also very charitable. Making money and achieving your goals are rewarding feelings, but also the ability to give back and be generous aligns with my brand. Although our company’s donations cannot match Mr. Buffet’s, he is an inspiration and we think it helps our community and the ethos of the company. It is the most rewarding part of creating and running a business – to know that your business does actually reinvest in the local community.  

Joy Mangano is a tenacious, bright entrepreneur who just saw the world differently. I love that she was underestimated, but aggressive in achieving her goals. She is bold, fearless, and confident and I admire her steadfast approach with her inventions and building her brand.

How do you balance work and life?

Sometimes you can’t always achieve balance, but you have to learn to appreciate those downtimes you may not always choose. Also, I believe in a healthy dose of boundaries. My family is the most important thing to me, so sometimes I have to put them, and myself, before the needs of the business. Enforcing my boundaries signals to the world that I know my self-worth. Sometimes “no” is a complete sentence.

What’s your favorite way to decompress?

Since I have such a busy day–almost every day–I love my bed. My bed from Costco is the best mattress I have ever had, or slept in. Once kids are in bed and I have a little time to myself, I love to watch my favorite shows and get lost in the fantasies, or characters.

What do you have planned for the next six months?

Expanding and updating my collection is an ever-evolving process so that will go on as long as Provenance Rentals is in business. I am also looking to grow my team, and I want to find more warehouse space in a place that aligns with our goals and allows us to grow.

How can our readers connect with you?

The best way to reach Anna and Provenance Rentals is via the website https://provenancerentals.com/ and social media https://www.instagram.com/provenancerentals/, https://www.facebook.com/provenancerentals, https://www.pinterest.com/provenancerentals/, and https://twitter.com/provenancerents.