Author Joyce Keating Steinert is a resident of West Chester, Pennsylvania,and a Staten Island native. Yet, she has deep ties to Larchmont through her mother and maternal grandparents. This connection, especially to the women in her family that came before her, were the inspiration for the new book, Never Underestimate the STRENGTH of Women, which she has written with her daughter, Kerin Ann Martucci.

The book had its beginnings in a manuscript that Steinert, 66, had written over a period of 10 years. Entitled My Name in Lipstick, Steinert would like to ultimately have it published, perhaps as a television or movie script. "I had written about the experiences of my family, starting with my great-grandparents who came to Queens, New York from Germany and initially did not speak a word of English," she said via a telephone interview. "They bought a hotel which ultimately became a successful business. I start from there and chronicle the hardships and difficult circumstances that encumbered my grandparents and my mother."

Martucci, 44, also a resident of West Chester and on-air personality at the QVC television network, suggested that this premise serve as the inspiration to write a book together on entrepreneurial women of today. Thus, Never Underestimate the STRENGTH of Women was born. "We interviewed 44 women from Connecticut to California who have been successful in business," said Steinert. "Some have faced and overcome adversity." Noted maternity wear designer Liz Lange was among those interviewed for the book. She, for example, had to confront cervical cancer at the age of 35 and had two young children at the time. "Cancer was not an option for her, and she overcame it," said Steinert. "It's inspiring to hear her and other successful women's stories. These ladies are powerful but so relatable, as they worked hard to achieve what they built and many overcame so much to do it."

The back story from which Steinert and Martucci drew to write to the book is quite an interesting and colorful one, and one for which Larchmont serves as a backdrop. "The women in my family each had quite a hard life, and their stories resonate deeply with me," she said.

Steinert's grandparents and mother ended up settling in town, residing on Wendt Avenue. Her mother attended Mamaroneck High School. However, her life was upended when Steinert's grandfather—her mother's father—died suddenly. Steinert's grandmother subsequently committed suicide in Larchmont's Manor Park. Following those tragic events, Steinert's mother encountered further hardship, including being wrongly institutionalized by a family friend. The woman—who took Steinert's mother into her home—had a male friend whose advances Steinert's mother was forced to fend off, so at a loss for what to do, she made the decision to send Steinert's mother to Bellevue Hospital in New York City. It was here and at another institution where she stayed for a few months.

A dramatic moment occurred during this time when a female guard at one
of the facilities where Steinhert's mother was staying wrote her mother's name in lipstick on her back as she and a group of residents there showered so that she wouldn't "forget."  Hence, the title of Steinert's manuscript, My Name in Lipstick.

Her mother was released shortly afterward by the kindness of Steinert's great-aunt Annie Quinn, who is one of her role models. "She was very strong yet loving," she said. Both Steinert and Martucci aim to set positive examples for today's young women, and to that end hope to one day establish a farm for underserved girls. "My daughter and I have always loved farms, and we think it would be a great setting to give back somehow." Meanwhile, both live the message of giving back by volunteering: Steinert at a local nursing home, and Martucci at the Salvation Army.

Steinert believes that all women have inner strength to draw on. "Some are tested more than others so they must rely on it more, but I think it's something that all women have," she said.

In addition to that, Steinert was adamant that women should find something that they are passionate about in order to really fuel the drive to succeed. "This book is about empowering women who want to start businesses, so I think finding something you love to do is so important, even in this tough economy."

And it's never too early to send an empowering message to young women. "I really think that we should do it when they are in grade school," she said. "Ultimately, women have to ask themselves, what do I want? Not everyone is college material, so asking this question is of utmost importance in the path of finding what you love, doing it and being a success at it."

Empowering women is not the only item on Steinert's literary agenda. She plans to follow up this book with Men of Strength, which will profile male entrepreneurs. Never Underestimate the STRENGTH of Women can be purchased via www.nustrengthofwomen.com, or through Yahoo and www.barnesandnoble.com.