The Australian version of the Oscars are upon us. No, we’re not talking about the Logies, that ceremony just happened. We’re talking about the AFRA Awards. Presented by the Australian Furniture Removers Association (AFRA), these awards recognise the excellent work that takes place within the furniture removals industry.
In 2025, two Holloway team members have made the finals. Holloway’s Sales Manager, Felisha Holloway, is up for Women of the Year, meanwhile, Marcello Piccione is in the running for the Removalist of the Year Award.
But let’s focus on Felisha. Why was she nominated for her award? And why is it important that women are platformed in this industry?
AFRA’s 2025 Women of the Year Award
While Felisha wouldn’t describe herself as a legend, she certainly is one. As Sales Manager, she makes sure that her sales team has the right knowledge and resources to help Holloway’s customer base. For Felisha, a successful day is one when both her team members and potential customers end the day happy.
“I look after all the sales team and train them, just make sure that they’re all up to scratch,” Felisha said. “I always like to make sure that they're always happy, confident, and that they’re having a good day. That's really important to me, that they have a great day every single day.”
Naturally, Felisha is really stoked that she’s been nominated for Woman of the Year. She’s found the experience to be rather flattering.
“Getting nominated has been wonderful,” Felisha said. “It’s pretty exciting, actually.”
Felisha also believes that it’s great that AFRA platforms women in the removalist space. She’s also proud that her team stars numerous fantastic women.
“Women in the removalist industry need to be platformed more,” Felisha said. “The industry sounds like it’s very male, but that’s not really the case now. There are a lot of great women in the industry who are really capable.”
“We have a great team of men and women. All of them do wonderful work in their departments.”
This sentiment is echoed by Holloway’s Managing Director, Andy Holloway.
“I think it's really important to recognise that the industry has historically been male-dominated. But there are now a lot of women in the industry, and all of them are key to its success. Personally, I know some really great, successful CEOs too.”
“We’re also really blessed to have some amazing women working here, not just Felisha. Without them, we would be nowhere.”
2025: The Year Holloway Wins Women of the Year?
Now, it’s worth noting that Holloway has been nominated for numerous AFRAs before. Last year, Paul King was a finalist in the AFRA Removalist of the Year Award, while Maria Leite was a finalist for Women of the Year.
But while Paul won his award, Maria missed out by a hair. This year, Andy is hopeful that Felisha will win.
“Felisha is the backbone of our company,” Andy said. “She’s an integral piece. Without Felisha, we wouldn’t be here today.”
“She loves transport, she loves removals and storage. She’s a bit obsessed with the business, like myself, she just falls in. There’s only one way, and that’s Holloway.”
The AFRA Awards are being held on the 22nd of August, in Melbourne, at The Hotel Windsor.
