Catherine Waldeck, founder of Pure Lux Staging & Design, has been transforming properties in the San Francisco Bay Area since 2018, bringing a luxurious touch to every home she stages. Her story, like her staging style, is a blend of creativity, resilience, and an eye for high-end design. Catherine’s journey into home staging started after she transitioned from a successful career in education to follow her passion for interior design.
“I’ve always been creative,” Catherine recalls. “Even as a young girl, I staged ‘homes’ for my Barbies with flattened Kleenex boxes as luxe beds. When I took a break from teaching to stay home with my kids, I found myself turning my home into a creative outlet. Friends would ask which designer I hired, and I realized I had found my true calling.”
The Birth of Pure Lux Staging & Design
After her first experience working for a local staging company, Catherine quickly realized that her heart was set on creating her own business. “I walked into the warehouse, and it felt like I was home. I knew I had found my purpose.” Pure Lux Staging & Design was born out of Catherine’s desire to elevate the look of homes and bring her own luxurious touch to the staging industry.
Pure Lux Staging & Design now stages multi-million dollar homes in the Bay Area, working with real estate agents and homeowners to create spaces that buyers fall in love with. Catherine’s staging philosophy focuses on blending aesthetics with practicality, ensuring that every home is marketable while exuding style.
Prioritizing Relationships with Real Estate Agents
Catherine knows that strong relationships with real estate agents are vital to her business. “I put my relationships with real estate agents at the top of my priority list when it comes to my business,” she shares. “When you have agents that trust you and value you, the calls come in naturally.”
However, Catherine has faced challenges, including difficult conversations with some of her closest real estate agents when she felt undervalued or undermined with a seller. “At the end of the day, clear communication is everything, as is the ability to hear other people’s perspectives and take critiques. It can feel personal when someone dislikes part of your staging—it’s an art created from the heart—but it’s also a business. If the client is happy, that’s what matters most.”
Balancing the Demands of Staging
Running a staging business can be demanding, but Catherine has learned how to balance creativity with the operational side of her business. “Staging isn’t just about making homes beautiful—it’s also about meeting deadlines, managing inventory, and working closely with agents and sellers. Finding that balance between the artistic and business sides of staging has been crucial for me,” she explains.
For Catherine, staying organized and building a reliable team are key to balancing the pressures of the job. “I’ve developed systems that help me stay on top of things, and I delegate tasks where I can. It’s important to know your limits and prioritize the aspects of your business that only you can handle.”
A Commitment to Growth and Ethics
Catherine’s success in staging is built on her commitment to continuous learning and staying ahead of industry trends. A member of the Real Estate Staging Association (RESA®) since 2023, she proudly holds the Staging Studio – Staging Design Professional certification, a RESA® Accredited Course that has given her a solid foundation in the technical and creative aspects of staging.
In addition to her belonging to RESA®, Catherine recently became the President of the newly formed RESA® NorCal Chapter. “This organization has changed my life and career in many ways,” Catherine says. “When I was a new staging business owner, I felt so alone. The community RESA® created was beyond valuable, offering me support, confidence, and assurance throughout my career.”
Advice for New Stagers
For those just starting their journey in home staging, Catherine offers valuable advice: “Understand the value you bring to the table. It’s easy to take on too many projects when you’re excited, but building a sustainable, long-term business is more important. Prioritize quality over quantity, set boundaries, and find a healthy work-life balance.”
She emphasizes the importance of knowing your strengths and building meaningful relationships with clients and agents. “If you take care of the people you work with, you’ll build trust, and that trust will turn into long-term success.”
Staging for Success
One of Catherine’s proudest moments was staging a tiny home in a great neighborhood. “I used a green velvet sofa and natural elements to bring the outdoors in. The sellers wrote me a handwritten note thanking me, and they got significantly over asking price.” For Catherine, these success stories are the true testament to the power of staging.
Her ability to transform spaces stems from a well-honed creative process. Catherine finds inspiration in everything from Instagram to wholesale vendor websites and allows her designs to evolve organically. “I start with one statement piece, like a rug or artwork, and build the room from there. The magic happens when I let the creative flow take over.”
The Future of Pure Lux Staging & Design
As the San Francisco real estate market continues to grow, so does Catherine’s vision for Pure Lux Staging & Design. With a strong belief in the transformative power of staging, Pure Lux Staging & Design is determined to help more agents and sellers see staging as an integral part of marketing their properties. Catherine’s passion, combined with the support of the RESA® community, has set her on a path to becoming a leading stager in the Bay Area.
For anyone just starting their career in staging or looking to improve their skills, Catherine offers this advice: “Invest in your education and surround yourself with a community that values ethics and professionalism. Staging is not just about decorating; it’s about marketing homes in a way that helps them stand out and sell.”
Join RESA® and Connect with Pure Lux Staging & Design
Inspired by Catherine’s journey? The Real Estate Staging Association (RESA®) offers resources, networking, and educational opportunities for home stagers looking to elevate their careers. Join a community that supports professionalism and growth in the industry.
To learn more about Pure Lux Staging & Design or inquire about staging services, visit Catherine’s website at Pure LuxStaging & Design.
Felicia has a background in production design and studied at Academy Of Art University where she had a focus in Motion Pictures And Television. In her free time you can find her reading about the latest marketing trends or hanging out with her husband in Disneyland.
- Catherine Waldeck’s Journey with Pure Lux Staging & Design - September 26, 2024
- Protect Your Home Staging Business with Professional Staging Contracts - September 25, 2024
- Transforming Dubai Real Estate: How MHY Homes Elevates Home Staging - September 19, 2024
