Homefulness
Homefulness is an award-winning luxury home and office organisation company, crafting bespoke, design-led systems that bring lasting calm and beauty to your space.
Caroline Caron Dhaouadi
Founder & CEO
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.
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.
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