Meet Kelley Katharine | Owner-Custom Home Staging Designer

We had the good fortune of connecting with Kelley Katharine and we’ve shared our conversation below.

Hi Kelley, we’d love to hear about how you approach risk and risk-taking.
I was at a crossroads in my life. Newly divorced at 50, last 22yrs in the home raising my children. Needed a new financial vision to create stability for myself and my family. Challenging to find career opportunity with my 20 plus year resume gap. Offerings of $20 dollars an hour was not going to help me purchase a home of my own. So I made a clear decision to take a huge risk and invest in myself and my strong creative abilities. I launched a custom home staging design business in Manhattan Beach. Within 5 months of my vision I had my wholesale license, necessary legal documents, a full warehouse that held my curated choices of art, furniture and accessories. Jenny, my 1st client arrived !
I was a huge ball of nervous energy mixed with excitement. Hired movers, convinced a close girl friend into being my assistant for install day and CA Dreamin Staging company was birthed. Jenny was so pleased with my design choices, at end of our paid contract she asked to purchase all the inventory. I saw this opportunity as a sign I was headed in the right direction!

I see risk as possibilities. I knew I would be disappointed in myself if I let fear hold me back and not pursue my dream. 7 years later I am in awe of how my clients and community have trusted in my creative expression by supporting CA Dreamin designs and fostering its growth.

Let’s talk shop? Tell us more about your career, what can you share with our community?
In my youth I worked in Fashion. Lead Salon shoe buyer for Nordstrom 1980s ,Seattle Wa. headquarters. What a gift, I traveled to NYC, Paris, Italy… buying designer footwear and creating custom Nordstrom private label shoes for women. The Nordstrom family taught me everything I know today about running a successful business and living a life of connection. Customer Service is #1. Relationships is the foundation to any good business. We are not selling, we are offering a service. Not only was I responsible for the creative buying and design, but managed the Flagship Salon shoe dept. Hiring, firing, marketing, inventory, displays, sales etc. Mr Bruce Nordstrom told me he trusted me to run my own store, within his store. Reminding me his family name was on the door, I must adhere to the family values and motto of the customer is always right. I will be forever grateful for this trust and experience he granted me. When I chose to stay home and raise my children I put all my creativity in to my home design, decor and of course children’s creative opportunities. We had great success updating homes and creating resources in over 10 homes, of varying styles that were bought and sold for high profit. 2 of homes offers were accepted for fully furnished as is. This was eye opening to me. A knowing others saw talent in my home design and decor.
This confidence of my creative design vision in my personal homes inspired me to launch a Home Staging business. I returned to market in LA and NYC not to buy shoes but sofas, tables, beds, chairs…a full circe experience 27 years latter.

I provide custom staging design. No home feels like another. Each has its own story to tell. I specialize in how a home feels when you walk in the door. Open, airy, light, beautiful and most important comfortable. I want a buyer to feel like they have stepped in to their new HOME. A vision no other staging designer had incorporated.

My empathy of understanding how emotional my clients can be in this major life process has helped build my company.. Moving is very stressful and not all humans are choosing to move. Many are experiencing difficult circumstances such as death, aging, loss of jobs, divorces. I walk into their home with respect and kindness as a guide. I am apart of the team who will care for them, painters, gardeners, window washers, home cleaning, photographers, realtors. We all work together for our clients best results. When I get the call to say we did it, Sold opening weekend over asking it’s pure joy!!!

My company has been built one customer at a time. Word of mouth. No website. I have been hired by home owners whom walked into an open house I staged or real estate agents thru a referral, neighbors, even friends. I have staged small 1000 sq ft to 70000 sq ft. homes, ranging from $33 k to 13 M, older homes, condos to custom new builds on the ocean. My creativity thrives in connection. It may be the home owner I feel drawn to, a relationship with a realtor or the house its self that resonates for me.

My biggest challenge has been to listen to my intuition. If something feels off, a red flag. Say no, do not take the job, walk away. ( learned that lesson the hard way) ouch!
When I listen, another project appears and it’s the perfect fit for myself and the client. A win win! Do not chase money, build relationships with good people. The resources flow from there.

I am my brand. Best advice I can share is be accountable, follow through on your word, care deeply about your clients and your work.

I am happy to share my story openly in hopes of inspiring others. Knowing that you can reinvent yourself. There is no age limit in starting over. All the knowledge we gain through living in life can be useful in creating your future. Yes, this takes hard work and determination. Mostly it takes a belief in yourself!!! Do not give up. Try, fail, pivot when needed. The reward of self satisfaction is worth the risk.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I am lucky enough to live in Manhattan Beach and of course we would enjoy a Strand bike ride to soak up the sunshine and beautiful ocean views. Followed by a glass of wine and yummy meal at The Strand House. Best viewing spot for the perfect sunset.
As a creative soul I like to take my guests to The Broad Art Museum. I appreciate the small size and ever-changing exhibits. With plenty of time left to head to Perch rooftop patio for Happy Hour. Abbot Kinney for strolling around and shopping is a must. Gjelina is always my 1st choice for a bite. Back Patio sipping a cocktail is delightful.
Palos Verdes is my go to fav for a beautiful nature walk. If we are lucky we will see dolphins swimming as we hike down to the ocean. A bit of fitness followed with a visit to the Terranea Spa. Champagne and massages is a wining combo!
A morning drive up the coast to Malibu. Stopping at Malibu Farms for lunch. Enjoying the views and sunshine as we sit on the patio giggling and sharing stories. Of course followed by shopping at The County Mart. Girls fun!
I love to treat my guests to the treat of live music. LA has so many great opportunities for shows. A concert under the stars at the HOLLYWOOD BOWL or The GREEK completes our magical visit together.

Who else deserves some credit and recognition?
Building my company I have been very lucky to have had great support. Top of my list is the gift of working with the top Real Estate agent Jen Caskey. Jen and I connected 7 years ago and we have partnered together with great success. Jen is very client focused, she gives her all to make sure her clients are fully supported through the buying and or selling process. I respect her high level of passion and keen knowledge of real estate negotiations. We are in alinement on offering excellent customer service and understand our personal client reputations is how success is created.
Jen has trusted my creative vision and her unwavering belief has allowed me to push myself higher as a designer. Jen is a true inspiration! She launched Jen Caskey Group, a luxury boutique brand with global reach. Jen and her team have been honored as The Best in Manhattan award winners , :Best Realtor. Jen Caskey group agents are represented with Compass Brokerage firm. Compass has been #1 firm in the US for the past 3 years running. It’s very exciting watching JCG shine!
I am grateful to call Jen a friend, she is a wonderful leader with such a kind heart.
Thank you JJ !

Instagram: CAdreaminstaging

Image Credits
Catherine Della Ripa Photography