The Home Staging Magazine Issue 3

HELLO READERS

And it’s a wrap! 2022 is practically over and it went by in a blink of
an eye, yet, with lots to look back on.
From getting back to “business as usual” after a pandemic to
seeing the world go through major political and economical
changes, it certainly has been an eventful year.
Home Staging has stood strong doing what it does best:
supporting the property market and its players, ensuring fast,
high-value sales. And we’ve got the 2022 Home Staging Report to
prove it, showing record ROI via some of our members’ successful
case studies.
From an HSA standpoint, it has also been an incredibly busy year.
Not only did we launch a brand new website, with features built
specifically to enhance our activity’s visibility and to support Home
Staging professionals more broadly, but we also welcomed a new
Board who has been working hard and steady towards the growth
of our Association and further recognition of our industry.
We also went to Ireland to establish new connections and
strengthen existing partnerships, as well as to bring together all
Irish members who are growing fast and doing amazing work
across the country.
And of course: following two successful editions, we are now
proud to launch the 3rd Edition of the Home Staging Magazine,
staying true to our mission of educating people everywhere about
our activity and its benefits.
With each magazine, we hope to take one step
closer of going mainstream, making sure all
members of the public have access to Home
Staging information, being able to discover what
a powerful tool it is when it comes to marketing a
property.
Read on to find out more about the HSA, our
members, property and of course, Home
Staging.
See you in the next edition,

Paloma Harrington
Founder of the Home Staging Association
UK & Ireland
Vice President of the EAHSP
Global Director of the IAHSP® International

2

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IN THIS ISSUEATELIER ADA 09 Why We Need Home
Staging Education
ARTICLES:
10 We are Live! The HSA
Gets a New Website

12 Member Feature:
Staged and Sold

16 HSA Welcomes a New
Board

4

FEATURES:

06 JOHNATHAN MILLER
How to be Unforgettable

18 LAZER LEVY
Working in a Women’s
World

24 ANNA DACCACHE
A Journey into Luxury

34 THE HOME STAGING
REPORT 2022
Get the Latest Industry
Stats

30 Scale: Grow Your 52 Another Look at Atelier
Business with the End in ADA
Mind with Jennie Norris
56 Selling Your Home?
44 Another Look at LJ The Best Ways to Create
Interiors a Good First Impression

48 DI Designs: Furniture 58 About the Home
Wholesaler Staging Association

51 Events!

5

HOW TO BE
UNFORGETTABLE

AReal Estate professional's brain is
designed to do two things —
survive and thrive. Think about the
top agents you partner with. Do they use
only you? Most agents want to utilize a
staging service, making them the
ultimate agent and the top agent in town.
They become loyal to your company and
no other when you remember that you
are a supporting player, not the show's
star. When you establish you are a
solution to a more significant need, you
are helping that agent "survive and
thrive."
For example, I am often asked why we do
not leave our marketing materials or
signage inside the homes we stage. It's a
relatively simple answer that agents love,
'It isn't about me, it is about YOU selling
the listing."
Before starting my business, I observed
agents annoyed when other staging
professionals had left marketing
materials in the home, attached to
furniture, etc. I attended many open
houses and observed agents' annoyance
when asked who staged the property.
The fear would creep across the agent's
face that they would lose the buyer (or
the showing agent's attention) when
asked about the staging. The objective,
after all, is for them to sell the property,
not our services. The agent would offer a
fast quote to move the convo along,
"eeek" not even knowing the actual cost.
That's another article entirely.
We work hard, and I wanted our agents
to be proud they use our service and
excited to give a referral. How did I do
this? Being a solution is always a clear
win. Start by educating your agent that
your process is all about them. By
establishing that your "value" is to
showcase the agent's talent, not your
own, your core message delivers the
promise that your company is always
about improving your agent's sales by

6

making it all about the agent. That agent will and long-term clients. We educate our agents
tell everyone about you, giving you the word- that every home is a merchandised product
of-mouth referrals needed to command top cultivated to utilize that agent's strengths
dollar for your services. when selling. By doing this, we rarely field
First, you need to get out and establish strong special requests from agents or owners. Our
brand recognition. The world (at least social agents know it may not be "design specific" to
media) must know your value and that a seller. When the seller says they do not like
particular skillset you bring in addition to that something, the agent lets the client know it
agent's demonstrated skills. Your value isn't about them enjoying the decor, so we
proposition must be something an agent rarely have to change anything.
would want to be associated with. People Real Estate today is moving faster than we are
don't buy the products and services that are used to, and it takes a new marketing skill set
the best. They engage the service they can that most agents do not have. Social Media
understand the fastest. You are making an Marketing is your secret weapon.
unbreakable connection by crafting a product Building a brand is more than just putting your
tailored (like a real estate transaction) to fill an best foot forward and hoping people will like
agent's needs. When agents buy into your it. It is more than being the artist you are and
business and are engaged with what you can creating beautiful spaces. Any artist wants to
do with promoting and marketing a property, be recognized. And you will be; it just takes
they know it will increase their brand you being the support first.
recognition while also giving them another My secret weapon has been that I never make
sales proposition during a listing it all about me. When you look at my
presentation. Two companies marketing a company's social media, I do not say, "look at
property is far better than just one. The agents the property we did," and I showcase the
then become brand advocates and sell your listing agent.
services to clients for you. These advocates I know some of you are thinking. Wait, your
are potent allies for you to have. When an big head is everywhere…it is…but not often
agent can feel connected with you, they brag. on my company page. When the market
That endorsement helps you differentiate changed and a company needed a face to
yourself from competitors. relate to a brand, I realized I had to be
Real estate agents have a new way to market recognizable and have a solid individual
their listings with my company. We are a presence outside my company. I knew I
hybrid and the first-ever Home Staging needed the most critical agent to be able to
company offering social media marketing as investigate that I was an expert in my field. I
its main component with our staging services. needed the work to showcase my talent, but I
We go beyond designing spaces by also needed real endorsements. Agents will
promoting our agent's content online partner with well-known experts when you
through targeted advertising campaigns for look good. They look good. When you win
the agent to get maximum exposure on all awards, they brag, "that is the company they
platforms like Facebook, Instagram, or Twitter. work with."
I established my company as a marketing Be honest and authentic. Never lie or make up
service vs. furniture rental. We see things credibility. To grow, you need to be consistent
differently. It's not just putting furniture in a with content and promote the heck out of
house for us; it is about brand recognition for everything you do on social media—giving the
the agent and having the right photos to agent credit first. As your followers grow, so
market the property using the agent's name. does word of mouth, and before long, you will
You must go beyond creating well-designed, have agents that you have never worked with
livable spaces and treat the home as a sending you referrals because they want to be
merchandised product for sale. Your main associated with your brand.
goal should be to create brand consistency Most of the top agents may not have time to
and recognition for your agents, all while co- promote a listing online because they're busy
branding content. Publish content for the
agent to shine, not your company. 7
This is how we have made our agents loyal

working their way through clients' needs one ABOUT
client at a time; however, we know that if our JOHNATHAN
agents don't see themselves as part of
something bigger, then there's no chance to A featured contributor on NBC, CBS, HGTV,
grow. When the agent has the property and some of the biggest stages in the nation,
photographed, have them send you the including the official Host/Presenter of Mrs.
photos to market the listing alongside or for Virginia America 2022. A National Home
them. Establish relationships with your agents' Staging Expert and Influencer, Johnathan H.
top local photographers and ALWAYS tag Miller, is a Virginia-based Author, Advisor,
them in the images. You will find that as you Speaker, and Industry Disrupter.
refer out a photographer, they refer business With regular segments throughout Virginia,
back to you. Did you realize that you are not you’re sure to catch Johnathan on your local
having the expense of photos being done of news channel talking about all things HOME,
your work by a professional photographer? DESIGN and STAGING. He’s the Founder of
By promoting a listing for an agent, you are Jsquared Interior Staging & Design, a multi-
showcasing your talent and services through award-winning real estate staging and
social media channels, increasing revenue marketing company with thousands of
exponentially for you and the agent. properties staged. ‘Ready-Set-Sold®’
How can you form these long-term Johnathan is THE person to help you take
relationships with agents? Most agents do not your home from blah to WOW. Homes staged
take personal branding seriously. They think by his company sell at an average increase of
they work at a firm with a big name; that is 37% above the asking price. Talk about an
enough. The brokerage is promoting its ROI.
name, not the agent. Your in is to do the As a highly regarded speaker, Johnathan is
marketing of the agent using your product. By often asked to speak to leaders and
doing this, you establish your brand alongside organizations on Home Staging and design
the agent, creating a partnership. An agent and how to inspire and increase confidence
researching your services will see what service and value with a solid brand on social media.
you are providing, which speaks to the He created the Realtor CE course “ The Visible
authenticity of who you are as a business Brand” the first of its kind to be taught in the
owner and company. state. Johnathan has also exclusively been
Build your brand recognition. Branding is the invited to interview more than 100 of the
one thing I have found to be most important industry’s most trusted thought leaders and
in my business journey. Helping agents professionals, and that is why he is always on
establish a solid brand is paramount. They the cusp of what’s trending and what’s hot.
then tell people about what makes you Johnathan is also a hand-selected judge for
different from the competition and how others the prestigious European Home Staging
can benefit from your service. The agent is Awards 2022, sponsored by the International
then your advocate and adds value to your Association of Home Staging Professionals.
unique offering. Connect with Johnathan by visiting
www.jsquaredrva.com and by connecting to
DONT'OT MBEISUSNTFHOEROGPEPTOTRATBULENITY @jsquaredrva on all social media platforms.

Talking about ourselves and our services goes JOHNATHAN MILLER
against everything we teach when we speak
about our messaging strategy. Your core
message should always be about improving
your agents' lives and how you are positioned
as 'the guide' to help them sell more
properties.

8

HOWMHEYSWTEAGNIENEGD
EDUCATION
Home Staging has proven
beneficial to many home A primary point is that, Home Staging
sellers, particularly in recent is less of a liability than full-blown
years, however some may still view renovations that can go either way
the sector as its own ‘niche’. It is not and of course, have the likelihood of
necessarily a bad thing that Home being quickly undone after the sale.
Staging is considered a small market Home Staging can maintain the home
of its own. In fact, the nature of this you lived in and sell a buyer a true
niche gives Home Staging a and relative picture of your home
reputation for being quite a while making certain fixtures to show
commodity within the bigger scene it in its best light. Home Staging gives
of selling homes. With that said, the opportunity for you to still see
Home Staging may not be as widely your home as you lived but also helps
known and understood as the prospective buyers to imagine
industry desires. That is why an themselves in the home.
element of ‘Home Staging education’ Non-homestagers need to know
is needed. about Home Staging. The lay-person
What do we mean when we say Home should be introduced to Home
Staging education? It could be Staging as an avenue to increase
tackling any number of issues in selling potential. A person who sells
home selling, from informing sellers their home privately or even outside
that their home would sell much of the usual channels should have just
better with staging than without, to as much access and knowledge
encouraging more and more agents about Home Staging. This would
to outsource to home stagers. The mean expanding the advertising of
case for Home Staging is strong Home Staging as an industry but also
enough, now home stagers and general public awareness of the
associations like ours need to market industry.
Home Staging to as far an audience Some basic ideas on how to do these
as possible. suggestions? Solutions can be as
I can say, first-hand, that had I been in simple as forums and conferences
a position to sell a home last year, I advertised to the general public, or
would not have even thought about large expos featuring a multitude of
staging my home. I would have likely home stagers, with the general public
turned to renovations, professional as invitees? Whatever the approach, it
cameras or a quick tidy up. Knowing simply must be in the spirit of
what I know now about Home enlightening as many people, selling
Staging, with a lot of insight from agent or otherwise, to the services of
Home Staging Association, I would Home Staging.
easily choose to stage my home.

ANNABELLE-MARIE ELEGBEDE
– HSA

9

WE ARE LIVE!
Much like most of our use space for you and our new
associates, the Home associates. We now have a more
Staging Association UK & modern site, just like the homes we
Ireland is proud to announce, our decorate, aiming to improve your
new website is now LIVE! experience as you find all the
After a long and successful year of information you need about Home
Home Staging and bringing you the Staging.
most innovative ideas and insightful Although we believe change is
reads, we are happy to inform you good, some things will stay the
that we are starting a new chapter in same, such as HSA’s incredible
this association with a brand new network of Home Staging experts
site! We hope we didn’t make you and the brilliant content and guest
wait for too long but remember, features. You can expect exceptional
good things take time. pieces as usual, such as regular blog
We didn’t want to rush into anything updates and our renowned
and we have been staging our magazine. We are bringing all our
website as if we were staging a best bits to a new home!
house: great presentation, attention What more can you expect? While
to detail and all the time necessary we would rather not ruin the
to show our current (and future) surprise, we are happy to say that
members all the passion we have this new site will focus more on you,
behind this project. our members. HSA prides itself on
Firstly, what changed? HSA is being a strong network for success.
growing, just like when families In order to bring you that success,
grow and relocate, HSA needs more we want to make it easier for you to
room to accommodate the growing gain knowledge and access to key
membership and a better, easier-to- players in the industry, and other
members to build your network and

10

www.homestaging.org.uk

community, and ensure you have all the time you spent refreshing our
the best advice and information. website to see if it was ready yet!
What better to do than put that all in We would also love to hear from
one, user-friendly space? you! Tell us what you love about our
We have picked everything for you current site and any other feedback
with essential care and devotion that you have, so we can make this
characterises our approach to Home space the best for all our
Staging, keeping in mind that our associations at:
site needs to be accessible for both
beginners and experienced home [email protected].
stagers. We hope this new site will bring
Check out our new and improved new opportunities for you all and
HSA Directory to be able to connect open new doors for everyone who
with suppliers and potential new makes up HSA.
clients, then browse our improved
members area to soak in all the new ANNABELLE-MARIE
content we have available for you ELEGBEDE – HSA
and look into our new member
deals that will make you forget all

11

MEMBER FEATURE:

STAGED and SOLD

12

HSA is delighted to share the success
of one of our members, Staged and
Sold. In a recent project, Staged and
Sold took on a high-value client with a
superb property that only needed a little
sprucing up, before seeing success within
3 weeks of its posting. The old home is a
1930s style building and is located on
the border of Surrey and Sussex. The
location is already both ambiguous
and ideal. Particularly ideal for a
buyer looking to live in a quaint
location with history yet still be
not too far distanced from the
convenience of towns and cities.
The decor of the house largely
maintained features it had at its
naissance. All these things
considered, let’s go through
how the property was so
successfully sold.
The home is an older home
and this is evident visually,
more specifically in the
structural layout of the home.
The home in its original state,
by this description, would have
been quite limited in terms of
potential buyers. That is not to
say the house does not have
potential, it is old and therefore it
has many rooms that are smaller. It
runs the risk of making the buyer
think the house is small, regardless of
its numerous rooms. This is where
staging can help. Staged and Sold
picked a sufficient colour scheme for the
home to accentuate its size and highlights
that it is important for this colour scheme to
carry through the entirety of the home to
give each room its own definitive look but
also flow through the home. This is

13

particularly true of the small living space conservatory, a nice picture of its potential
separated from the dining area by only an use when lived in. They decided to change
arch. Staged and Sold decorated it with a the colour scheme to a burnt orange and
gold and navy blue theme to enhance the frame it as an art studio. The colour is
features. aesthetic and warm, seems timeless
To reiterate, the quite old home does throughout the year, it could also go hand
maintain original features for its time and in hand with the scenery of its location.
while there are some potential advantages Even more, an art studio or any room
to this there is also the possibility that it dedicated to some lively activity, that
becomes closed off to an audience, more potential buyers may be able to relate to or
specifically, those who prefer modern and at the very least imagine themselves
sleek homes. Even with this possibility, the utilising, is an innovative and clever way to
home still boasts iron cast fireplaces and keep the property in the mind of its viewers
high ceilings, what one would consider and aid the visualisation of their own lives
luxury today! To complement that, wooden in the property.
floors and a conservatory to really boost its It’s no wonder how Staged and Sold
profile. These features have been managed to wow their client and get this
specifically noted by Staged and Sold and property sold in such an impressive
it can definitely be said that these are amount of time. It is clear that staging is
features that have stood the test of time. widely acknowledged as a brilliant source
High ceilings and fireplaces are as for drawing more potential buyers and
attractive as ever. As aforementioned, the encouraging sales, particularly as the client
colour scheme really impacts these sought help from a staging company and
features and it is likely that these items even more so with the results.
highlighted fit in well with the new staging.
Finally, the creatives of Staged and Sold ANNABELLE-MARIE
artfully crafted a scene for the ELEGBEDE – HSA

14

15

HSA WELCOMES
a NEW BOARD
The Home Staging Association leading interiors and staging
UK & Ireland was founded to businesses. HSA is proud to have
strengthen the industry, being such an acclaimed member on our
the link between Home Staging board supporting the organisation,
Professionals, and between the by extension, supporting our
industry and its partners, suppliers members. Daccache has worked
and clients. and made achievements globally
making her a true asset to HSA’s
We have come a long way since our ambitions and an inspiration to
launch 4 years ago and the time has members looking to expand their
come to reach greater heights. businesses. Daccache’s skills will be
perfect in her role as head of
The Home Staging Association is property.
proud to introduce our new Board,
formed by professionals that are Last but certainly not least, HSA
referenced in what they do, with member Natasha Crotty, founder of
their own inspiring success stories to her own successful staging
lead HSA. company, Styled Home Design.
Crotty has an impressive
background in marketing and
These new additions to the team will combined her skills with her staging
bring value to our growth activities talent to form her organisation - and
by identifying new promotional, now the HSA has the pleasure of
expansion and commercial having her as a very welcome
opportunities, allowing us to create addition to the board as our Head of
and manage strategies to bring PR & Content.
them to fruition.

To introduce our first board And this is just the beginning - we
member, Elaine Penhaul, a founding have another role to present to you:
member of the HSA, coach and the Head of Institutional
best-selling author. Stemming from Partnerships. This role is for stagers
her own business, Lemon and Lime and experts in similar fields to work
Interiors’, success, Penhaul is with HSA in partnering with other
dedicated to educating people institutions that will be beneficial to
about Home Staging and has also home stagers. More specifically, this
been an essential part of creating role is to help create partnerships
and launching HSA’s Accreditation between HSA and other institutions
Programme. that will be advantageous for our
Another founding member of the members and the activity as a
HSA, Natalie Evans is an award- whole.
winning Home Stager, a best-selling In even better news, this offer is
author and is described as “the open to all, whether you are a
driving force of the business” at member or not, and you can also
Little Barn Door. She has impressed send in your recommendation.
clients and is changing lives one Please email
staging at a time. Natalie Evans will [email protected] with your
be spearheading HSA’s commercial recommendation or your CV.
partnerships, in her position on the We are looking forward to working
board. even harder to get the recognition
Another gem in HSA’s incredible we, as an industry, deserve and can’t
lineup of board members is the wait to share our positive results
gifted Anna Daccache, owner of with you soon.
Atelier ADA, one of London’s
ANNABELLE-MARIE
ELEGBEDE – HSA

16

ELAINE PENHAUL NATALIE EVANS
HEAD of EDUCATION
HEAD of COMMERCIAL
Elaine is the director of HSA PARTNERSHIPS
Founding Member Lemon & Lime
Interiors, and a qualified business Founder of HSA Founding Member
coach who has worked across Little Barn Door, Natalie has
different industries. She has greatly achieved exceptional results for
helped HSA in developing the clients throughout the UK.
Accreditation Programme for Alongside being the driving force
members. An industry leader, she of the business, she is an
is a key person of influence within inspirational industry leader.
the Staging and Property industries.

ANNA DACCACHE NATASHA CROTTY
HEAD of PROPERTY HEAD of PR & CONTENT

An award-winning designer, Anna Natasha is the Founder of Styled
studied Architecture and Home Design and member
Masterplanning in Paris and worked of Home Staging Association.
for top practices around the globe She embarked on her Home
(Paris, London, New York and Staging career after realising that
Chicago) before starting her own her experience in marketing, paired
studio, Atelier ADA, which is one with a true passion, can add real
of London’s leading Interiors value to her offer as a stager and
& Staging businesses. as a Board member.

17

LJ INTERIORS

LAZER LEVY:

WORKING in a
WOMEN’S WORLD

18

Established in 2017, LJ Interiors has
helped more than £200 million worth
of properties sell in the UK, thanks to
their Home Staging packages. They were
the first founding member of HSA, helping
to increase the visibility of Home Staging
across the UK’s housing market.
LJ also offers bespoke and pre-
designed furniture and holiday let
packages that deliver beautiful
interiors, tailored to personal
requirements, and expertly
installed.

ILinNAaTZEWERROVLMIEEEVWNY’Sw: WiWthOORRKLIDNG

How has your upbringing shaped
the way you work with women?
Growing up in a close-knit
Hasidic Jewish community, my
experience with working
alongside women was limited to
helping my sisters bake challah
(bread) and teaming up against
the kids next door in epic
mudslinging showdowns!
Within my community, mixing with
women outside of your family was heavily
frowned upon. So, it’s interesting that my
life has led me from one extreme to
another, as I now manage a fully female
team in the female-led industry of interior

design.

19

My mother, as the head of her large family, When did you realise you were working in a
has been a strong, grounded influence in female-led industry?
my life. Along with my sisters, she is my role It wasn’t until I arrived at my first HSA
model. Nothing passed her notice and this Awards ceremony when I was very
has perhaps informed how I interact with surprised to find myself surrounded almost
women in my working life. I admire how entirely by women. I suddenly realised that
women are leading our industry, especially I was going to be in a minority, and that’s
during this current period of growth. still the case now.

How was LJ Interiors conceived? What is it like as a man working in a female
Not so long ago, if someone had said that I dominated industry?
would be running my own interior design It’s great!
and Home Staging company, I would have I feel very lucky to be part of an awesome
laughed… and then asked, ‘What is Home team of women. We all support each other,
Staging?’ But sometimes life takes you on offer advice and everyone has their opinion
an unexpected journey, and mine has been heard. It’s a positive environment to a
particularly colourful. degree I have never experienced before.
Like many people, I suppose, my career As a member of HSA, I’ve also been
choices were initially guided by the people introduced to some truly inspirational
I knew at the time. I started out in the wine female entrepreneurs and business leaders
industry, but after five years I got pretty across industry.
tired of this, and I was looking around for Admittedly, while I have never felt that I do
other opportunities. It was then that a not belong in this business, there have
friend asked me for a favour. Recognising been instances when my sexuality has
my managerial skills, he asked if I could come into question, which has led to more
furnish and run one of his Airbnb flats. I than a few amusing corrections, as a
didn’t really know anything about the heterosexual man. All in good spirit.
industry at the time, but I was intrigued and More importantly, though, I have felt that
agreed. Not long after that, I found myself the Home Staging world has welcomed me
in charge of several Airbnb properties, with open arms, and I am proud to be part
kitting out each one with the best furniture of this fast-growing industry.
available for the budget I had.
Things progressed quickly. On top of the How do you see the industry evolving? Do you
rental places he owned, my friend had a see more men becoming home stagers?
vacant flat he was trying to sell. It wasn’t Yes, as the Home Staging industry grows, I
getting enough interest as an empty box, do believe that more men will come
and it was here I was introduced to the onboard because the commercial
world of Home Staging. We made his place opportunity is there. Men will soon realise
look like a high-end des-res, one that this and want to catch up with their female
people could imagine themselves living in counterparts.
as a home. It worked; in fact, it worked very It is also worth noting that in this modern
well. world, gender boundaries are slowly being
This inspired me. After extensive market eroded and the assumption that we can
research, study and due-diligence, it was only fit into stereotypical roles is outdated.
obvious to me that there was a growing Women are wearing the trousers and men
market for this type of service in the UK - can wear pink!
and I got excited about the opportunity to
grow a business of my own. Something that LJ INTERIORS
had always been my ultimate goal. And so,
armed with a credit card and
determination, LJ Interiors was born. The
rest, as they say, is history.

20

21

MEET the LJ INTERIORS TEAM

KRISTIANA

I’ve always been a natural organiser - I’d be the first person to
re-arrange your bookshelf by colour, author and book size! As a
supervisor in a non-profit organisation, I learnt every facet of the
business. This led to an operations manager role, where I
nurtured the skills and expertise required to help a company
flourish and stay the right side of the tax man. Over time, I have
developed a keen interest in the world of interior design and
art. When the role at LJ came up, I knew it was the perfect
opportunity to combine my experience with my love for all
things aesthetic.

HEIDI

The moment I knew interior design was a career option, I knew
it was the career for me. After college, I soon found interior
design roles were hard to come by outside of London so I found
the closest design studio I could and worked for free. A month
passed when I was offered my first role as Junior Interior
Designer and Stylist. London was always my next step. Here, I
gained experience working on both bespoke and Home
Staging projects but styling always had my heart. So, in April
2021 I became a Freelance Interior Stylist. Almost one year later,
along came LJ that I describe as my ‘pot of gold’ at the end of

the rainbow.

HARRIET

Call me Jack (of all trades). I have turned my hand to almost
every creative role imaginable throughout my career. From my
passion studying textile and print design at university, working
for numerous London designers, to setting up my own design
company and finally expanding my CV at an advertising agency.
It all paved the way to LJ Interiors. After five years as a Studio
Manager, I was looking to get back to my creative roots and
reconnect with the world of interior design. Working at LJ, I
have seen the company go from strength to strength and I am
proud to play my part in its continued success.

CHLOE

A former Events Manager, I stumbled across Home Staging by
accident. Careful research combined with childhood memories
of trips to Dunelm seemed to suggest it was the perfect job! I
worked at my first Home Staging company for just over three
years, learning how to run a small business and mastering the
art of interior design. But my wanderlust was telling me to get
out of the big city and chase the sun. Before I knew it, I was
Home Staging in the Caribbean, running a new division for a
company in Grand Cayman. It was an exciting challenge and a
fondly remembered six months. Back to the UK and it was time
to start a new adventure with LJ, where I have been ever since. I

am proud to be part of such a hungry and thriving business.

LJ INTERIORS

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INHOUSE NEW BROCHURE

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MAIL: [email protected]: 0208 090 4313

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A LJOUUXRUNREYY
into
— with ATELIER ADA

Iwas honoured and delighted in the last 3
years when Atelier ADA was winning one
award after another (HSA UK & Ireland,
IAHSP® & EAHSP).
It all came to a crescendo when we won the Best
Luxury category 2022 during the European
Home Staging forum held in Portugal last May.
This award, in particular, first place in “Best of
Luxury” meant everything to me.
It’s the recognition of passion, commitment and
years of hard work and I hope that by sharing
some tips and a little bit of my story I can inspire
my readers to reach for excellence and believe
that anything and everything is possible.
Creating a luxury project is not the easiest as
expectations are often very high. It’s like selling a
Cartier piece of jewellery. The packaging is as
important as the content. It’s part of the
experience and excitement.
We are talking here about LIFESTYLE, elegance
and refinement and my tips for creating a luxury
project would be as follows:

FIRST

CREATE a STORY

In our Barbican project every room had one. For
example we had THE “Master Bedroom”, the
second master’s (guest bedroom) still amazing
but a notch less and we decided to turn the 3
other bedrooms into a gym, a home office (with
a single bed styled as a daybed) and finally one
kid’s bedroom. We were responding to one
question on our list: How do you sell a five
bedroom apartment to a “non-family” buyer and
at the same time show how this could be a great
family home!

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25

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STYLE CONSIDER
TEXTURE & MATERIALS
EACH ROOM with ATTENTION
to EVERY SINGLE DETAIL A very important aspect as it’s about feeling and touching,
not only seeing.
I look forward to the moment when at the In our projects it’s often the use of high quality feather and
end of a project we are curating our down duvets, pillows and cushion inserts that is a starting
clients art collection! Some of them have point. You want to sink in! It goes without saying that you
exceptional ones! But when it comes to will need large pieces of artwork that tell a story, iconic
Luxury Home Staging every detail must furniture and sculptures so don’t forget these!
be curated; the title of a coffee table You are telling the best story you can of A PLACE; often an
book, the piping (or absence of it) of exceptional one when it comes to the high end market in
every cushion, the type of flower historical cities like London. Create a few scenarios and
arrangement, etc. pick the best according to your potential buyers profile!
Last but not least (as I can go on for hours and there are
CLEARLY still points I didn’t elaborate on like smell and the use of
home perfume)…
DEFINE your COLOUR SCHEME
from the BEGINNING INJECT
POETRY
Even though we didn’t do any mood
boards as such, we clearly defined the Work on emotions, on happy memories and sensations.
colour palette for every space. Oatmeal, This can be done in many ways but as an example we
taupe and beige were the dominant
palette in the Barbican project with
accents of black or grey but we had
variations of these according to every
space and took into consideration the
light exposure in every room.

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introduced large real blooming magnolia FINALLY…
branches in one of the tall windows in our
winning project. To me it’s bringing I want to tell you a little about Atelier ADA and my own
SPRING inside. personal Home Staging journey.
I can go on for hours talking about To make a long story short it all started 8 years ago when
design but I want to take the opportunity Home Staging was still emerging in Europe and often
here and draw your attention to the most unheard of. It came to me by luck and “luck” to me is when
important aspect to have in mind when you are open to possibilities, when you are a DOER, when
dealing with luxury clients. you love and believe in yourself and others.
Your attitude and mindset are everything Atelier ADA is my third baby; my soul and my life. I started
(high end staging clients are often VIP’s this fantastic studio 12 years ago first to be free, second to
even if you don’t know it) but also how do what I love under my own terms and third to become
you present yourself and your business. I a “present and inspiring” mum. I had two beautiful
always have a blow dry before going to children during this time so it didn’t come without hard
an important meeting and make sure I’m work and sacrifice. I was on site, hands on, staging while
stylish, elegant and professional (without nine months pregnant and had challenging luxury
overdoing it). Like your business card, projects when my babies where as little as 40 days old.
your outfit is an expression of your I wouldn’t change any of it if I had to start again!
personality and has something to do
(even indirectly) with your next project! www.atelierada.co.uk | Instagram: @atelier.ada.interiors

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ANNA
DACCACHE

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SCALE:

GROW YOUR BUSINESS with
the END in MIND

Why do we start businesses? Is it to do topic at an ASPM® Conference in 2015, and it
what we love? Is it to earn income was the first time this topic was allowed to be
from our passion? Is it to do work in shared at a conference. Until we opened up the
the business until we can no longer work? If conversation about how to sell, Stagers who
you are like me, that is what you have been wanted to stop staging had to sell off their
taught – find your passion, wrap a business items almost in shame – like they were a failure
around it and you will never “work” a day in – instead of making a choice and shifting to
your life. That is true, however successful another facet of the industry or going to a
entrepreneurs know that a successful business completely different direction. It was sort of a
is built to be sold. The key is to sell when it is dirty little secret that Stagers would leave the
making money and when you are ready to exit. amazingly creative and lucrative industry to
Growing a business with the end in mind pursue something else. Yet the reality is,
means asking yourself, “When do I see myself change happens. Circumstances occur in life –
leaving the business to pursue something could be a health situation, a location change,
else?” That “something else,” could be a new or just a choice. And none of are getting any
business, a tangent business, or a time to slow younger. We NEED to pass the torch to those
down and enjoy the latter years in life. And it who are getting started, and when these newer
involves putting processes in place NOW that Stagers have the opportunity to step into an
will facilitate that decision when you make it. existing, established company, it is a win-win.
When I got started in Staging in 2002, I was
never taught how to price my business, how to HERE are 5 KEY STEPS in SCALING
grow a team, or how to create a company that YOUR COMPANY to GROW a
is sellable. When I left Sacramento, California in SELLABLE ASSET:
2009 and moved to Denver, Colorado, it
NEVER occurred to me to SELL my 7 year old, 1.
profitable company that had established the
region in Sacramento – and my loyal client base EXPAND and DELEGATE
because I had never been taught how. I just
walked away. The real estate market had As my business grew, I had to figure most
shifted to a short-sale/foreclosure scenario for things out on my own and by talking with
many homeowners, yet my staging business colleague who were also at the same stage in
was a good revenue generator and we were their business journey. The person I learned
still in demand. Staging from never ran a large company, never
I was never taught what to do to grow a sellable had a big warehouse, never staged the volume
asset. That is what SCALE means in business – and types of properties we do, never built a
putting processes in place, having a growth team, and didn’t have Staging as their sole
strategy, and creating a foundation that source of income. I started what I believe was
supports your goals. In fact, it was taboo back the first Staging Team and taught many others
then to even mention leaving the industry or how to grow and expand by putting key team
selling a company. I remember presenting this

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members in place that could help expected from them in their role.
multiply the efforts that used to just be Now that I understand what SCALE
up to me. means, SOPs are a necessary part of growing
a viable company. An SOP shares the steps
I brought on independent contractor stagers involved in various activities and/or roles in
who made the investment in their education your company. It is a step-by-step, detailed
and took the ASP® Course, like I had, and asked guide that can be a numerical list, bulleted list,
them to be part of my team. They lived it can be a flow chart, it can be a diagram.
anywhere from 45 min to an hour from my Whatever method you want to use to share
home, so by adding them to the team, I now your process and expectations is fine – just
had Stagers located in the three major counties make sure it is detailed and comprehensive to
we served, and I did not have to be the one include ALL the steps so anyone reading it
driving all over handling business. Depending knows EXACTLY what they need to do in their
on where you are in your growth journey, there role with your company. This, in turn, allows
WILL come a day when you are maxed out on you to DELEGATE and not have to BE THE ONE
what you personally can handle based on your out in the field handling business. That is the
available time. You will either turn business ONLY way you will grow – you need to
away or you need to expand to handle the REPLICATE to DELEGATE and get out of your
growing volume. Know this – you do NOT have own way. If you believe YOU are the ONLY one
to have a massive business. However, if you are who can carry out a Staging to your standard,
not able to step away to handle a life situation, you will never grow past yourself.
go on vacation, get sick and take time off, then Your SOPs will allow you to better manage your
your business is running YOU and you are not company, as if a team member does not work
in control of your business. SCALE puts the according to the detailed process shared with
control back on your side and you will not be them, you can correct them, and if they
running yourself ragged trying to handle all the continue to disregard process, you can remove
demands. them. It helps you to not have to repeat yourself
over and over, you can point to the SOP and
2. share how they need to be doing a certain task
whether it is wrapping furniture, hanging
DPOOCSUITMIfEOroNNmTStA&heLPSLRTPOARCROETCDEUSRSEESS, artwork, moving items, or making a bed. You
can detail any of the processes involved in your
Standard Operating Procedures or SOPs are a company, so it becomes a replicable asset.
vital part of any company that plans on growing
and expanding. I was never taught to do this 3.
and I had all the knowledge in my head about
how I wanted my company to operate. I did KNOW YOURROEPVEERNAUTEING COSTS &
start documenting processes and expectations
for team members as I wanted them to A business needs to be profitable and that can
duplicate how I ran my company and what was take time to get there when you are just starting

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out and reinvesting into your company. provable numbers. One of the easiest ways to
However, a viable company needs to be do this is to create an Excel spreadsheet that
profitable within a few years to continue has your monthly revenue tracked by project.
forward as you cannot operate at a loss long At the end of the month, add up the total
term. You need to know how much money your revenue you earned, and put that into a
company is generating monthly, quarterly, and separate sheet by month and create a visual
annually, and how much your company has graph. Your revenue numbers should be able
grown year over year. How do you track that for to be backed up by bank accounts or other
your business? Do you know what your method you use to process payments. I use a
company overhead is – the cost for you to run bar chart to track growth and I can look back
your business? over the years and see how our company has
grown in revenue and volume of staging
No business is 100% profitable. In Home projects. I enjoy doing this as it tells me we are
Staging, there are costs associated with on track, I like setting new records for revenue,
licensing, education, marketing, insurance, I see our growth trajectory, and I can tell if we
events, supplies, staging items, storage of have an odd month. It also shows me the
items, paying team members, vehicles, fuel, pattern of productivity as every region/state/
and so forth that need to be paid as part of country has times when the market is stronger
owning an operating a successful Staging or slower.
company. If you have never taken time to write
down ALL the expenses you have, do it now. When you KNOW what those patterns are, you
Whatever number you come up with for your will not panic when things get slower, and you
annual expenses, divide that by the number of will know in the peak months to put aside
staging projects you complete annually, and needed funds to support your business when
that is the amount of money you need to the market slows. I can tell you the exact
include as a base cost on every staging you do number of new properties we Staged any given
– meaning that amount MUST be covered for month, I can tell you our close rate (how many
you to net zero. Anything ABOVE that number proposals turned into paid projects), and I can
is your profit. If you are not covering that tell you how much money we made that month
amount per project, you are operating at a loss. on our new projects, as well as any carry over
If you are not making enough money to cover staging supply loan fees we charged in any
your costs, you either need to reduce costs or given month. This data will become vital when
charge more for your services or increase the we enter the time of selling this company and it
volume of staging work you complete to lower will demonstrate to any future owner how the
the costs per project needed to cover your company has grown and that it is viable.
overhead.
5.
4.
MARKETING NEVER STOPS
PCRROEJAETCETfaoVrHOYILOSUTUMORRECIOGCMRAOLPWARNETYVHECNHUAER&T
A growing company needs to maintain a
A viable business that is a sellable asset should consistent presence in the eyes and minds of
be growing and you need to be able to potential clients. This requires marketing. You
demonstrate that growth visually based on real, can never stop marketing your company as it is
“out of sight, out of mind.” Have you identified
your ideal client? What do they look like? What

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age are they? What is their background? Do strategies that work whether you are brand new
you focus solely on estate agents and property or a seasoned stager. The chapter on social
owners or do you venture into working with media teaches you the magic formula for
Investors, Short Term Rentals or Builders? Do gaining organic reach and getting calls for
you specialize in a type of service such as business on a consistent basis so you can grow
Luxury or condos or seniors or design? A viable and increase your revenue month by month.
company includes a marketing strategy that You can also watch the Home Staging Talk
targets your ideal client and includes phone Show LIVE segments found on our
calls, texting, email marketing, social media, www.YouTube.com/c/iahsp channel - the topics
events you attend to get in front of your target usually revolve around marketing and how to
clients, referral strategies, and being found grow a business. Subscribe to make sure you
organically online. We cannot focus on only don’t miss any segments.
one of these strategies as your clients are not The ASP® MASTERS-SCALE Course teaches
found in just one “bucket.” you how to grow your company and SCALE –
and we will be bringing this course to Europe in
Many stagers rely solely on social media and 2023! Look for the announcement on this
will stick to one platform, proclaiming, “I just coming soon! My passion is to help others
don’t have time to be on that other platform.” succeed by teaching what I have learned
That is foolish. By limiting yourself to one social through the years growing my own large
media platform or one type of marketing staging companies and from students I have
strategy (only social media) you are missing out taught in numerous courses over the years. My
on getting in front of the potential clients that goal is to show you OPTIONS so you can
prefer a different platform or method of decide how much you want to work, how much
receiving your information. If you don’t know you need to make, and how to grow a business
the demographics of which age groups use that is a sellable asset that will provide a nice
which platform and why, get some education income source for you when it is time for you to
on this – the IAHSP-BTS – Buyer Trends exit.
Specialist Course is a self-paced webinar As always, I am here to encourage you along
course (pages.iahsp.com/bts-buyer-trends- your growth journey and look forward to
specialist-course/) and goes in depth into hearing about your success!
demographics and marketing strategies they
respond to – as well as property types, JENNIE NORRIS
terminology, style sheets, and style trends.

Just because I belong to an age group that
heavily favors Facebook does not mean I can
ignore the groups that favor Instagram, TikTok,
Pinterest, Twitter, LinkedIn, and YouTube. Your
company must be present in all relevant
platforms, and you must find a way to get
organic growth on Google. My book:
Marketing Made Simple: The Key to
Succeeding in the Home Staging Industry
(www.amazon.com/dp/B0B658VKKD) is
revised as of this year and available on
Amazon. You can buy it to learn more strategies
for how to create and implement marketing

Jennie Norris, ASPM®, IAHSP-Premier®,
BTS, CDE, ISC, LHS, SMS, SSS, STRS
Chairwoman, IAHSP® International,
President & CEO, Stagedhomes,
and CEO, Sensational Home Staging -
We Stage Colorado

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ANOTHER
LOOK AT:

LJ INTERIORS

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LJ INTERIORS

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DI DESIGNS

Furniture Wholesaler

Established in 2010 by Pippa Since starting the business, DI
Cowling and Ian Thomson, Designs has worked with a variety of
furniture wholesaler DI businesses and now has a customer
Designs is a name familiar to many base that spans the UK & Ireland.
of the UK’s leading interior Says Ian, “The business is constantly
designers, furniture retailers and changing and we’ve made several
home stagers. A long-standing improvements over the last couple
member of the HSA, DI Designs has of years. Customers find our e-
enjoyed steady growth since commerce site easy to use and
inception, adapting its offering to we’ve invested in downloadable
suit customers and always ensuring CGI imagery, plus better product
a steady supply of contemporary,
quality and versatile furniture
products.
Says Pippa “We’ve had an exciting
few years growing the business, not
only ensuring we’re well stocked
with a wide variety of furniture
offerings but also responding and
adapting to the challenges
presented by the pandemic.”
The business is based in the UK with
a warehouse in Leeds and friendly
driver Steve makes daily deliveries
across the country. Lead times are
short, typically within 7-10 days and
Ian and Pippa do everything
possible to accommodate urgent
requests.
As Pippa explains, “we are known for
holding lots of stock and having
short delivery times, often working
with customers and couriers to
arrange speedier deliveries if the
items are needed more quickly. We
pride ourselves on being at the
other end of the phone and
responding efficiently and our
customers value this approach. We
really do care that our customers are
happy”

48

technology integration for our retail With the world having opened up
customers. Collections are often that little bit more, the team have
changed to ensure we’ve got on- been back to the Far East,
trend items as well as the popular overseeing quality control and the
classics, such as Cheriton and production process and working
Hampton. We’re bringing in more with factories developing new
painted ranges with cut lines which product lines. The popular aged oak
are harder-wearing and perfect as Witley collection will be expanded in
Home Staging furniture or inclusion response to overwhelming demand
in show homes. And we’ve and the company is considering a
expanded our ranges to include new sofa collection. Radford is the
more environmentally friendly, latest painted collection, complete
sustainable options.”
The business doesn’t have a
showroom and is run by Ian and
Pippa from their homes in
Worcestershire and Hampshire
respectively. Some of you may have
spotted that the collections are
named after their local villages such
as Pershore, Abberley and Radford
in Worcestershire and Bentley,
Laverstoke and Frensham in
Hampshire.
Like many importers, the business
has been impacted by the steep
hike in container prices and
inflationary pressures of recent
months but DI’s prices remain
competitive. Says Ian “We’re able to
keep our prices lower as we don’t
have the overheads of a showroom
and have absorbed what we can of
the shipping increases. New
businesses are registering for trade
accounts each week and we’re
grateful to our many wonderful
customers for their referrals and
recommendations.”
So, what next for DI Designs?

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