Meet Lelia Friedlander
Business Industry: Construction

NAWBO member since 2014. Our company TuffSkin is WBENC certified, family run and we have three legs to our business:

*National and International hotel sales
*Local Las Vegas market- residential, commercial & hospitality
*Worldwide dealer network

Tell us about you

I am a daughter, sister, wife, mother, humanitarian and philanthropist. Love to play pickleball, get away to the beach and most of all, be with my family. The best friends I have ever made have come from the women in our Southern Nevada chapter of NAWBO.

Tell us about your business

TuffSkin was developed by my husband from 2003-2005. Our first big project was the Bellagio Spa Towers in 2008/2009. Our team is passionate about our brand, our core values and mission statement and feel we have a strong company culture. There was a great need for marble countertop protection in the hospitality industry. Liquid sealers do not protect against etching and staining of porous stones. We built our business by target marketing designers and architects, participating in trade shows and educating professionals about our product. We have utilized our TuffSkin platform for education about natural stone. We offer continuing education units for designers and architects. This is a win win! Frank and I are in a succession plan with our adult children and in the beginning of 2022, began implementing the Entrepreneurial Operating System -EOS. This has allowed us to delegate and elevate and step away from tasks that others can do. We now do what only we can do. It's very empowering and has made it so we can operate our company from an eagle's view. It's true freedom. We have recently added two new DBA's to our business. Ask me about them next time we talk or reach out to me through my email!

Company Website

Social Media Links


What’s your favorite thing to do in Las Vegas?

- Dine and drink! - Nora's on Flamingo, North Italia in Boca Park, Settebello's in Henderson, La Nita's Downtown Summerlin, El Dorado Cantina at Tivoli Village. - See shows! - Smith Center- Byron's Jazz Cabaret, Wynn Theater - See movies! - Hike! - Mt Charleston, Red Rock - Go to the Coop! - Summerlin and Coop South - Garden! Hang out at our home, Cook amazing meals for our family! - Hang out with my NAWBO sisters at member events, sit on the board for NAWBO - Attend programming that helps me grow!!

How has NAWBO helped you grow your business?

NAWBO helped me when I had made a transition from one business to another. I joined my husband full time in our business in 2012. I went from being a solopreneur as a skin care therapist to working in the construction field with men. It was a difficult time and I found other business women who were doing well. NAWBO provided a platform for education both personal and professional. The more I participated the better I did in my overall life experience. I found another part of me I thought was there but needed confidence to grow and become all who I was meant to be. My NAWBO sisters have been the best part of that transition and we still hold hands today. I am grateful for the learning, tears, laughs and friendships that have buoyed my soul since 2014! I also became WBENC certified and this opened up a whole other world of companies/organizations that wanted and needed our product. NAWBO brought me connections, education and friendships that transformed my life!

What are the best tips you’ve learned as a NAWBO member you’d like to share to inspire/help other women business owners in Southern Nevada? (Inspiring Tomorrow’s Leaders)

- Be open to learning - Be coachable - Support other women business owners by promoting and purchasing their services and products