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Homefulness is a lifestyle service, offering luxury home organisation and concierge home move services.

We design and implement customised organisation solutions that are both effective and beautiful to look at.

How did it all begin?

It all started when I started posting images of perfectly styled and organised interiors, mostly pantries and wardrobes but also home offices or kid’s playrooms. Both my Instagram and Pinterest pages attracted many viewers, who would become potential clients when I realised that no professional organiser in the UK was offering this service. I was highly influenced by American home organisers which didn’t really exist in London, where only declutterers were operating. No one seemed to have realised that a design-centric approach was crucial. It is a wonderful way to feel good in your home, and an amazing incentive to keep up with your organisation system.

This is why I launched Homefulness, as the 1st design-centric organiser in the UK. It combines my love for interior and design, with my acute sense of organisation and clutter-free spaces. I’m convinced that a better home, organised with style, is a key component of balance and well-being.

What sets your business apart?

Our business is unique in the UK as we bring a design-centric approach to home organisation. We create long-lasting systems, helping people to go from chaos to calm in their own home, showing them that a clutter-free home is the first step to clear mind and mental wellbeing.

What is the concept behind your business or the problem you’re solving?

Our goal is not to “only” organise: we implement an organisation system, with proper storage and containers. We can also use labels to make it easier to maintain for the whole household. We help our clients create the safe haven they need at home, to help them unwind and relax. We can really make a difference by creating an organised home that is efficient and matches their interior: a powerful tool to feel good, empowered and productive.

Where to next/What is your brand vision?

Since our launch in 2019, our revenue doubled every year, and I’m convinced that if I keep growing the team, I’ll be able to keep up with the increasing demand. Thanks to Instagram and TV shows, more and more people know what professional organisers do. Although there are more and more competitors, the market for professional organisation is growing even faster. I want Homefulness to be the UK reference for luxury home organisation.

Caroline Caron Dhaouadi

Founder of

Homefulness

What do you feel passionate about/what drives you?

I am passionate about art, modern literature, and culture. Writing has always been my side hustle, and I hope it will never stop.

I am also passionate about women advancement and would love to help other women better manage personal life and career goals. I have always been an ambassador of women’s rights in the workplace and in society (I participated in the French Elle magazine “États Généraux de la Femme” as a speaker and a moderator). We all need to help and support one another.

I have had a successful international career working in consulting for 14 years. I have travelled the world, raised a beautiful family. I can now say that I feel fulfilled as a mother and entrepreneur who had the opportunity to live several lives, on 3 different continents and in diverse cultural environments. I am now bringing all these successes together to live from my own creative work.

My network is global. My kids are raised in a tri-lingual environment. Today, London is home after having lived in New York, Paris and Singapore… Everywhere I lived and travelled, I built a strong incredible network of singular individuals across disciplines. They all contribute to who I am today and I hope it can help many other women along the way.

Share an example of early life that has shaped you?

My family has been a constant source of support and strength. Growing up, my parents were always there for me, offering guidance and encouragement. Their unwavering support, and constructive criticism when needed, have taught me the importance of building strong relationships and valuing the people in my life. Their influence has shaped me into the person I am today, and I am grateful for the strong family ties that continue to anchor me in both good times and bad.

Highlights of your business journey so far?

I basically launched the company within 2 weeks. After first having the idea for the business, I created the website in just a few days, and leveraged my Instagram and Pinterest profiles. I had already scheduled a few networking / pitching sessions, and everything had to be ready asap. Would have been much easier to go the other way around … starting by setting up everything before making any appearance / speeches or presentations … but it ended up being an excellent accelerator!

Key lessons you have learned along the way?

Never take anything for granted! Even the most successful business might have to face the unexpected. No matter what, you need to be ready to pivot at any time. Having to go through the Covid crisis with a newly launched service business was probably one of the greatest challenges I had to face: working into my clients’ homes suddenly became illegal. Launching online consultations is not something I was considering. I’m a very “hands-on” person and I really thought that it wouldn’t work for me … but the unexpected happened and we had to react quickly. Even when there was not much I could do, I stayed close to our clients and spent time on all those admin tasks that would help us get back on our feet once this crisis would be over: website design, search engine optimisation, social media growth. We didn’t give up on our clients and followers: free help & advice was more than welcome during these difficult times, and it ensured our brand was not forgotten.

Best piece of advice you have received?

It would be coming from Jo Fairley during her speech at the Women’s Chapter IWD event. She said that being an entrepreneur is like riding a galloping horse: you speed forward. Every time you look at competition, it means that you’re looking over your shoulder, which is slowing your horse down. I think that this is the best thing I could have heard this year. Competitors are here and they help grow the market but if I focus too much on them it would just slow me down.

Advice to an aspiring entrepreneur or woman just starting her career?

Never give up! There is always a way to pivot your business if there is an economic crisis, if demand is slowing down or if your target market isn’t really responding to your offer… There is always a way to pivot or to learn from something than ended up not working as planned. If you’re passionate about something, you’re probably not alone: you need to find your clientele and to pay great attention to what triggers demand for your business. Don’t overlook small things: it is all in the details.

What funding route have you chosen for your business and why?

Our growth has been organic since we started Homefulness in 2019. I have been lucky to benefit from a strong growth since I launched my business. All profits have so far been reinvested in the business. My plan for the coming months is to continue to grow the business organically with our internal resources. For now I never felt the need to look for external funding and I will keep on doing so for as long as possible, to remain as independent and free as possible.

Some of the challenges you have faced and how you overcame them?

As previously explained, Covid was the greatest challenge as working in clients’ homes was not allowed anymore. Pivoting to an online business and using social media to grow our brand awareness was crucial and it worked really well for us.

Why is it important to support women-led business?

I am passionate about women empowerment, and I have always been. I discovered mentorship during my corporate career: having had only male mentors myself, I became a mentor as soon as I had the opportunity and decided to have only women mentees. Having made the jump from employee to entrepreneur, I am convinced that it is a wonderful but difficult path for women. The flexibility of having your own business is crucial for women who want to work on their own terms, to build the life they want for themselves and their family. But it’s far from being easy and for that reason, I take pride in collaborating with female entrepreneurs, recommending them to my clients, highlighting them on our social media, inviting them to post our blogs. I use women communities and groups each time I’m looking for a new provider: let it be a woman! My accountant, my social media manager, my digital marketing agency, my copywriter, the businesses we partner with … all are women-led. Mentoring, collaborating and networking is much more meaningful when it’s made with or between women cheering upon one another.

60

Seconds

with

Caroline Caron Dhaouadi

My inspiration is...

My husband who was given 6 months to live (more than 9 years ago) and never gave up on hope, on life and on our family.

My greatest fear is...

To loose someone I deeply care about. My family is everything.

The most courageous thing I’ve ever done is...

A very personal thing I would never talk about – to preserve my family and our well-being.

Guilty pleasure?

Instagram.

Mantra you live by?

Never give up – difficulties shall pass.

Female role model?

Whitney Bromberg Hawkings.

Women-led brand you love?

Flowerbx, Bumble, The Honest Company.

Top productivity tool?

Asana & ICal.

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