Founder and Principal Designer of JT Designs, Jelena Tosic works with her team to bring their clients around Ontario, full service home staging, interior design, as well as consultation services for those looking to make their space reflect their lifestyle and personality.When Jelena first moved to Toronto from Eastern Europe, she found it difficult to adjust to a new culture. She had never experienced such a diverse city and it took her some time to figure out her place.
I always had an eye for all things design and when I graduated with a diploma in interior design, the natural fit became apparent. It has always been important for me to surround myself with beautiful things. While searching for furniture pieces or decor items while shopping, the piece of furniture or decor items speak to me – either through colour, texture or shape.
Jelena credits the success of JT Design is the team’s passion for design, and their elevated vision, which is clearly reflected in their seven top ten placements in the 2023 Home Staging Industry Awards.
I envisioned a company that transcended routine, one that filled the service void with unmatched quality and creativity. Driven by this vision, I founded my own company. It was more than just a staging service; it was a dream to redefine industry standards.
The Home Stager’s Perspective: A Conversation with Jelena Tosic
All photos provided by Home Staging By JT Designs
Q: How does your commitment to RESA®, the exclusive nonprofit trade association for stagers, align with your professional goals and values? Share your perspective in detail.
Jelena: JT Designs’ dedication to excellence and ethical practice in home staging resonates perfectly with the standards set by RESA®. Our alliance with RESA® not only boosts our credibility but also enriches our expertise through collaborative learning and industry advocacy. This partnership ensures we stay at the forefront of the industry, delivering top-notch services to our clients and advocating for the immense value staging brings to the real estate market.
Q: What inspired the beginning of your staging journey? We’d love to hear the story behind your career’s inception in vivid detail.
Jelena: From the early days of my education in interior design, I was captivated by the transformative power of spaces. I learned the subtle art of manipulating textures, colors, and layouts to evoke emotions, tell stories, and breathe life into rooms. This educational backdrop became my canvas, setting the stage for what would later become a passionate career.
After a decade in the corporate realm, I gained invaluable insights into business structures and professionalism. However, I also observed glaring gaps in the staging industry. Many providers seemed to offer standard, one-size-fits-all solutions, sidelining the unique essence and potential of individual spaces. This observation, coupled with my design background, ignited a spark within me. I envisioned a company that transcended routine, one that filled the service void with unmatched quality and creativity. Driven by this vision, I founded my own company.
It was more than just a staging service; it was a dream to redefine industry standards. Using my corporate lessons for structured approaches and my design knowledge as a creative compass, I embarked on a journey to offer the bespoke quality and innovation I believed the industry desperately needed.
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?
Jelena: On my first day as a home stager, I felt a mix of nerves and excitement. I was eager to blend my knowledge of interior design trends with a fresh perspective in staging. As I worked on setting up the space, I hoped it would stand out and reflect the attention to detail I valued.
But the highlight of the day? Definitely the reactions from my agent client and the homeowners. Seeing their eyes light up and hearing their surprised and pleased comments made everything worthwhile. It was so heartwarming to know I’d given them something beyond their expectations, and it fueled my passion to continue this journey.
Q: How has your perception of the staging industry evolved since you started?
Jelena: When I first stepped into the staging industry, I naively thought it would be straightforward—mostly centered around design and the act of staging itself. The reality, however, was a revelation. Beyond the aesthetic elements, I quickly discovered the many intricacies woven into this profession. It’s not just about creating appealing spaces, but also requires a keen sense of business acumen.
The time and effort demanded in this industry surprised me. From understanding client needs, researching market trends, to executing the perfect staging, every step necessitates hard work and a dedication that goes well beyond simple design.
Breaking into this field isn’t a walk in the park either. While many face challenges in establishing themselves, I consider myself fortunate. The right opportunities came my way at crucial moments, allowing me to excel and truly appreciate the depth and breadth of the staging world. My perception has evolved significantly since I began, and I now see this profession as a delicate balance of art, business, and tenacity.
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?
Jelena: My creative journey truly begins during in-person home consultations. It’s in these moments, inside the property itself, where I decide on the design direction. Each home has its own character, and that guides my styling choices. Nature is a big inspiration for me. I gravitate towards its earthy and organic elements, trying to infuse that into my designs to create spaces that feel both comforting and fresh. By marrying the inherent beauty of nature with the unique attributes of each property, I aim to craft staging designs that are not only visually appealing but also evoke a warm, inviting atmosphere.
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?
Jelena: Absolutely, there was this one staging project that remains vivid in my memory. It was a century-old home with intricate architectural details. While the home was steeped in history and charm, it also presented unique challenges due to its non-standard room sizes and some outdated fixtures. The primary obstacle was ensuring the old-world charm was highlighted while still giving it a modern, fresh appeal that potential buyers would find inviting. Moreover, standard-sized furniture pieces didn’t fit well in some of the rooms, requiring creative solutions. I took a dual approach.
First, I sourced custom-sized furniture that honored the home’s proportions. Next, I chose a color palette that complemented the home’s original features, blending the vintage character with contemporary hues and decor. The outcome was a beautifully balanced space that celebrated the home’s history while showcasing its potential for modern living. Feedback from both agents and potential buyers was overwhelmingly positive. From this experience, I learned the importance of adaptability in our industry.
Each property tells its own story, and our job is to amplify it, regardless of the challenges presented. It reaffirmed my company’s commitment to creativity, professionalism, and our ability to transform any space into its best possible version.
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?
Jelena: Agents know what potential buyers want, and stagers can tailor the home’s look accordingly. By emphasizing the home’s selling points and adapting based on buyer feedback, both professionals enhance the property’s appeal, boosting the chances of a swift sale.
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?
Jelena: While design principles guide the choice of colour, furniture, and decor, practicality emphasizes the flow of the space, highlighting functionalities like storage or unique architectural features. It’s essential to create an inviting atmosphere that resonates emotionally with potential buyers while ensuring they can visualize the space’s practical use.
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?
Jelena: Beyond aesthetics, essential qualities include strong communication skills to understand client needs, adaptability to work within various architectural styles and budgets, attention to detail to ensure each element complements the space, and an understanding of current real estate market trends to appeal to potential buyers. These qualities have empowered me to build strong client relationships, adapt my staging techniques to diverse properties, and stay ahead in the competitive real estate market, ensuring consistent success and growth in my career.
Q: If you have a team of home stagers, could you share some insights into your approach to team management? What strategies do you use to ensure cohesion and consistent quality across your projects?
Jelena: I would place a strong emphasis on systematic training, usually concentrating on one individual at a time. This approach ensures that each team member thoroughly grasps the nuances and expectations of our staging processes. As new members join, the previously trained individual assists in the next person’s training, fostering a mentorship environment and ensuring continuity in knowledge transfer. This not only strengthens team cohesion but also ensures that everyone understands and can replicate the styling approach, resulting in consistent quality across all our projects.
Q: Imagine you could time travel to any era in history to stage a home. Which time period would you choose, and what elements from that era would you incorporate into the design?
Jelena: I’d choose the Victorian era. This was a time of opulence, detailed craftsmanship, and rich textures. In the design, I’d incorporate elements such as ornate woodwork, intricately patterned wallpapers, and plush upholstered furniture. The colour palette would lean toward deep, rich hues like burnt orange, forest green, and navy. o complete the staging, I’d use authentic Victorian decorative items such as oil paintings in gilded frames, porcelain vases, and ornate candlesticks. The aim would be to capture the essence of the era’s sophistication and elegance, creating spaces that are replicated even today.
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?
Jelena: In the competitive realm of home staging, it’s vital to be brave in your design choices, bold in your business approach, and consistently offer something different than others. Embracing these principles not only sets you apart in the market but also resonates with clients seeking unique and impactful staging solutions. This distinctiveness can be your cornerstone in building a strong and loyal client base.
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?
Jelena: Many clients hesitate to follow home staging recommendations like painting or replacing light fixtures. To address these concerns, we showcase before-and-after photos of staged properties and their sales results. This evidence highlights the tangible benefits of these enhancements in both aesthetics and marketability.
Q: How can real estate agents better communicate the value of staging to their clients, and what role can they play in making the staging process smoother and more effective?
Jelena: Real estate agents can emphasize the proven impact of staging on faster sales and potentially higher offers. They should share before-and-after photos, statistics, and testimonials. To streamline the process, agents can collaborate closely with stagers, offering package deals or references, and preparing clients by setting clear expectations and timelines.
Q: Could you share a memorable success story where your staging made a significant impact on a property’s sale price or time on the market? What were the key elements that contributed to that success?
Jelena: One project that stands out vividly is a house that had been on the market for over three months without gaining much interest. When we took on the challenge of staging it, the turnaround was remarkable. Within just two days post-staging, the home was sold, attracting multiple offers. Our approach was multifaceted: We started by decluttering the spaces, making each room feel more open and breathable. Recognizing that some areas needed a refresh, we opted to repaint in shades that enhanced the home’s natural light and changed out dated fixtures, providing a more modern touch. Finally, we staged the property with furniture and decor that perfectly matched the scale and style of the home. The cohesive and refreshed look resonated with potential buyers, showcasing the home’s potential and value.
You can find out more about Jelena and her home staging business by visiting https://www.jtdesignss.com/
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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