Embarking on a career trajectory often takes unexpected turns, as Naseera Gardezi, founder of Designs By Deeda knows firsthand. After over a decade entrenched in the world of corporate banking and wealth management, her heart’s true calling led her down a different path—one adorned with the hues of interior decor.
I decided to take a chance and see if starting a decorating business could lead me somewhere, and the rest, as they say, is history.
Naseera has navigated from a background in accounting to the corridors of one of Canada’s leading banks, where she honed her skills alongside high net worth clientele. Yet, it was the allure of creating beautifully curated spaces that ultimately beckoned her. With a seamless blend of her financial background and a passion for design, she has sculpted a niche for herself in the realm of home staging.
I have embraced the values of hard work and dedication. I have seamlessly blended these principles into my love for interior decor, crafting visually pleasing and practical spaces for my clients.
Designs By Deeda provides luxury home staging (consultations, vacant, occupied) services, as well as home organizing, AirBnb styling, interior decorating and paint consultation services to home owners and agents in the Greater Toronto Area.
The Home Stager’s Perspective: A Conversation with Naseera Gardezi
Q: How does your commitment to RESA®, the exclusive nonprofit trade association for stagers, align with your professional goals and values?
Naseera: RESA® assists me in presenting myself professionally and demonstrates that I take my business seriously.
Q: Take us back to your very first day on the job as a home stager. What were your feelings, expectations, and the most memorable moments from that day?
Naseera: Believe it or not, our first staging took us 16 hours to complete. Despite not having any inventory, we landed a huge project.
We had to improvise and ended up using our own home items, making about 5 trips in our mini van to get everything we needed for the project.
Q: How has your perception of the staging industry evolved since you started?
Naseera: When I started this business, one thing I didn’t anticipate was the amount of labor involved. It became clear that I couldn’t do it all alone; I needed a strong team to rely on. It’s a demanding job, often requiring work seven days a week. Despite the challenges, I love what I do, so I have no complaints.
ALL PHOTOS PROVIDED BY DESIGNS BY DEEDA
Q: Would you share some insights into your creative process? Where do you typically find inspiration for your staging designs, and how do you translate that into your work?
Naseera: I find inspiration in everything and everywhere I go. Sometimes, I surprise myself with how things turn out. However, I also recognize the significance of social media in staying current, and I regularly take online courses to keep up with trends.
Q: Can you recall a particularly challenging staging project? What obstacles did you face, and how did you overcome them? What did you learn from that experience?
Naseera: In this field, like any other occupation, there are numerous challenges you’ll encounter. However, the most demanding aspect for me is communicating with clients and ensuring they follow through with our contract. Despite these challenges, I maintain a positive attitude, which helps me handle them effectively.
Q: Staging often involves collaboration with real estate agents. Could you share some insights into how effective communication and partnership between stagers and agents can lead to successful property sales?
Naseera: Communication is paramount in my business. I’ve established a comprehensive CRM system that houses all our contracts, invoices, important notes, and proposals. This system ensures that my clients are well-informed and allows for effective communication.
As a result, most of my clients are very satisfied and always appreciate the level of communication I provide.
Q: Staging can transform a property, but it’s not just about aesthetics. How do you balance design principles with the practical aspects of making a home more marketable?
Naseera: We adhere to various general design rules, such as considering the height of wall art, choosing the right size of rugs, and following the rule of three in decor placement. These rules are implemented in a way that doesn’t compromise the functionality of the property but instead makes a significant difference in its overall appeal.
Q: The staging industry often requires adaptability and flexibility. How do you stay current with market demands and changing client preferences? What strategies do you use to continuously improve your skills and stay competitive?
Naseera: Staying current is important to me, so I regularly take online courses to stay on top of industry trends and developments.
Q: Beyond aesthetics, what do you believe are the most important qualities or skills that a successful home stager should possess? How have these qualities shaped your own career?
Naseera: Good communication and customer service skills are paramount in running a successful home staging business. Their importance cannot be overstated.
Q: If you could stage a home for any celebrity, living or historical, who would it be, and what kind of design theme would you choose for their home?
Naseera: Ryan Gosling It would be an exciting opportunity to stage a home for a celebrity, and I would be thrilled to do so. My design approach would be tailored to the client’s tastes and preferences, ensuring a personalized and stunning result.
Q: If you could collaborate with any famous interior designer or decorator, living or deceased, on a staging project, who would it be and why? What do you think you could learn from them?
Naseera: Ferris Rafauli Design. He is just genius.
Q: Home staging is a competitive field. What advice do you have for other staging professionals looking to stand out in the market and build a strong client base?
Naseera: Be consistent and chose your own style. Don’t copy others, it is easy to tell when you just copy other people in the home staging and design industry.
Q: Balancing creativity with the demands of running a business can be challenging. What tools or systems do you use to manage your staging projects efficiently and stay organized in your daily operations?
Naseera: So many tools to name few QuickBooks, HoneyBook, Excel sheets, Canva, Google sheets, Word, Adobe readers, SketchUp
Q: What are some common misconceptions or objections you’ve encountered about home staging, and how do you educate potential clients or naysayers about the benefits it brings to the selling process?
Naseera: That staging is so easy!
You can learn more about Modern Glam Staging at https://www.mgstaging.ca/
Marketing Assistant at Real Estate Staging Association
Joanna creates marketing, advertising, and social media messaging for the purpose of conveying the organization's mission, vision and value, educating consumers, attracting new members, highlighting member accomplishments, providing content for real estate agents, and promoting strategic partners.
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