Our Story

Deidre was in the garage of her home one afternoon, talking with a friend about her next steps in life. She had recently shut down her business as a successful, New York Times featured childcare provider and was looking forward to a new chapter in her life. She knew full well that after being a business owner for so many years, there was no way she could return to working for someone else. Ingenuity is ingrained in her spirit as she hails from three generation of entrepreneurship.  While in the garage, she came across her husband’s electrical supplies from his days as a union electrician. After organizing scattered equipment, and at her friends’ encouragement, it dawned on her that this new chapter she was searching for laid right before her eyes. To open an electrical supply company.

That conversation served as a catalyst for Deidre’s new business venture. After a year of research and planning, Deidre dove headfirst into the electrical industry, establishing Helberg Electrical Supply in 2003. She quickly found out however, this exclusive, white, and male-dominated industry was not welcoming to an inexperienced black female that was not already seasoned. In 2004 she opened a store front in Hempstead, New York. By 2005, the store closed its doors because several manufacturers were unwilling to sell to her. Regrettably, the few manufacturers who did want to work with her were unable to do so because it would upset their larger customer base and others in the industry.

Still, other manufacturers advised her to join an alliance with a larger supplier in an effort to better her position in the industry, which she did. However, being the third party created pricing that was too high for Helberg Electrical Supply to effectively compete. In spite of it all, Deidre remained focused. Instead of quitting she created an office in her basement and got to work. Helberg Electrical Supply became MWBE certified and Deidre was introduced to the diversity network.  The business was able to grow and gain large contracts with companies such as CBS and Goldman Sachs. She shifted gears and added a green and sustainable focus to her product line after forecasting the trend the industry would take in the coming years. In 2009, during the change in the economy, she struggled to survive like all other businesses. 

Deidre’s daughter, Sierra Helberg, graduated from Temple University in 2010 and originally intended to work in the corporate world before joining the business with her mother. After the shift in the economy, Sierra decided to enter the family business and use her resources to support her mother. Deidre was excited to have Sierra on board and received some much-needed help. Together they were able to continue to grow the business, moving from the basement, to a small office, gaining top tier manufacturers like Eaton and GE, and switching to a smart grid-focused product line.  As with any family business, they had to learn to navigate personal and professional relationships—and became stronger and closer in the process. Deidre wanted her husband, Steven, to join the business; yet there were foreseeable complications. They both knew that if he were to join the business, the industry could assume that he was the owner and not Deidre. Additionally, they ran the risk that all entrepreneurs can relate to—inconsistent income. In 2015, after much deliberation and resistance, Steven finally came on board with the business when he retired after 25 years as a union electrician. With her new team in place, Deidre continued to lead Helberg Electrical Supply while courageously facing the many challenges that came with the hardship of self-employment. Aside from becoming a certified (M/WBE) minority & Woman business enterprise, Helberg also is DBE, SBE, WOSB and EDWOSB.

With Deidre’s entrepreneurial skills, Sierra’s college education, and Steven’s technical and electrical experience, Helberg Electrical Supply officially became a family business and was ready to grow to new levels. Within the same year, Helberg relocated from the small office space, to an office/warehouse in the Industrial Park of Freeport. In recent years, Helberg Electrical Supply has launched an e-commerce website, purchased a truck, and has achieved sales in the millions. As Deidre continues to run the business, she is also active in her community, serving currently as the founder of the newly formed U.S. Coalition of Black Women Businesses and as a member of the Nassau County Steering Committee. She formerly served as the President of the New York Metro Area for the National Association of Black Women in Construction and as a board member of the Long Island African American Chamber of Commerce. Deidre is motivated to support other business owners and influence her community on an economic level with her years of experience and hard work, with the goal of changing their lives for the better.