We were lucky to catch up with Rita Borges recently and have shared our conversation below.

Rita, appreciate you joining us today. Can you tell us a story about a time you failed?

In 2012, I had a thriving seven-figure vacation rental business I built after an inspiring trip to Paris. Life was everything I’d dreamed—until a massive stroke changed everything. I was found paralyzed in my shower days after returning from Paris, and I lost not only my health but also my business and income.

Rather than let the setback define me, I chose to reinvent myself. The stroke taught me resilience and adaptability. Today, I’ve rebuilt my life, leveraging my expertise to coach others and create new opportunities. That moment didn’t break me—it revealed my strength.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

‘m Rita Borges, a business strategist, coach, and entrepreneur who turned a life-changing stroke in 2012 into an opportunity to help others. Before the stroke, I built a seven-figureParis vacation rental business, but the sudden setback taught me that life is unpredictable, and preparedness is crucial. This experience inspired me to focus on empowering others through my work at Justice Cares, where we provide preventive legal services and business&personal insurance solutions. I also educate entrepreneurs on the importance of planning a to protect their businesses from unforeseen events, using my story as a cautionary tale. My mission is to guide small business owners to build resilience, plan for the unexpected, and create sustainable success. What sets me apart is my real-life experience, practical strategies, and commitment to helping others navigate challenges with confidence. I’m most proud of my ability to turn adversity into opportunity and inspire others to do the same.

Can you share one of your favorite marketing or sales stories?

One of my most memorable marketing moments was when I built Paris Luxe into a high-end vacation rental brand catering to celebrities, executives, and high-profile clients. I strategically focused on this niche, knowing that luxury was my lane. The payoff came when I received a booking from my childhood idol, Stevie Nicks. It was surreal—I placed her in my $20K-per-week ultra-luxury apartment, complete with a suite for her guest, Mick Fleetwood.

However, the story took an unexpected turn. Early one morning, my Paris staff called in a panic: Mick Fleetwood had used the $8K mattress as an urinal. The damage was extensive, and I had to wire $10K to Paris for a quick replacement, leaving me with the difficult task of confronting Stevie and charging her card for the incident. Despite the embarrassment, Stevie was gracious and even apologized, telling me she’d love to meet for drinks next time I was in Los Angeles. Unfortunately, my stroke prevented that meeting, but I’ll always remember the thrill of connecting with her and knowing that, for a moment, my childhood dream had come true.

Any insights you can share with us about how you built up your social media presence?

When I was building my business, I took a creative approach to building my audience by publishing a quarterly glossy magazine. The magazine featured high-profile clients in their luxury apartments, complete with detailed profiles and stunning photography. My first issue showcased Criminal Minds actor Joe Mantegna on the cover, along with soap opera star Ricky Paul Goldin, his wife Greta Monahan, and their newborn, Kai. I complemented the print content with video testimonials and a YouTube channel—this was before social media was as powerful as it is today.

Although social media was in its infancy, these efforts helped solidify my reputation and credibility. The combination of print, video, and client-driven content positioned me as a trusted brand in the luxury market. For anyone just starting on social media today, my advice is to stay authentic and be consistent. Use your unique story to build trust and connect with your audience. Don’t be afraid to share behind-the-scenes moments and leverage video content—it has a way of humanizing your brand and building deeper connections.

Contact Info:

• Website: https://www.justicecares.com
• Instagram: Rita Borges29
• Facebook: Rita Borges
• Linkedin: Maria Rita Borges