Alright – so today we’ve got the honor of introducing you to Ryen Toft. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Ryen, thanks for joining us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?

When people see a successful business, they often assume it just “took off” one day. But in reality, Simply Luxe didn’t scale overnight—it took years of refining, learning, and pushing through challenges to build the luxury organizing brand we are today.

When I started Simply Luxe, I was doing it all—organizing, scheduling, marketing, client calls—you name it. I loved transforming spaces, but I quickly realized that if I wanted to grow, I had to think beyond just the work in front of me. Scaling wasn’t just about getting bigger; it was about building something that could run seamlessly while maintaining the high-end experience our clients expect.

How Simply Luxe Scaled Up

We Focused on the Simply Luxe Experience-From the beginning, I wanted Simply Luxe to be more than just an organizing service—it had to feel like a luxury lifestyle upgrade. Our approach blends functionality with design, sustainability, and efficiency, so our clients don’t just get an organized space; they get a space that truly works for them.

We Grew Through Client Experience & Word of Mouth

High-end services require a high-end client experience. By delivering impeccable results and prioritizing relationships, our clients became our best marketing.
Referrals and word-of-mouth played a huge role in our growth, and we doubled down by ensuring every touchpoint—from consultation to completion—felt seamless and premium.

We Optimized Simply Luxe for Growth

We expanded our services beyond traditional home organizing, incorporating moving coordination, luxury home styling, and space optimization to meet the needs of our clientele.

We Built the Right Team

As demand grew, I knew I needed a team that shared my vision and standards. Hiring and training the right people allowed Simply Luxe to scale while still delivering the level of service our clients expect.
Building a strong company culture has been key—our team isn’t just skilled, they’re passionate about creating transformation.

The Challenges & Pivotal Moments
Scaling wasn’t always easy. There were key moments that shaped Simply Luxe’s growth:
Raising Our Prices to Reflect Value – At first, pricing was a challenge. But when we truly leaned into the luxury experience we provide, we found the right pricing model for both our business and our clients.
Expanding Beyond Just “Decluttering” – People don’t just want organization; they want a functional, stylish, and stress-free home. We shifted our messaging to highlight the full transformation we offer.
Refining Operations to Support Growth – Instead of running on adrenaline, I had to step back and strategize for long-term success.

Where We Are Today
Simply Luxe has grown into a leading luxury home organizing and design company serving San Diego and Orange County. We’ve scaled in a way that keeps the Simply Luxe touch intact—attention to detail, elevated service, and spaces that feel as good as they look.

Scaling wasn’t about getting bigger for the sake of it—it was about getting better, refining our expertise, and delivering a truly Luxe Living experience.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Ryen Toft, founder of Simply Luxe, a premier luxury home organizing and design company serving San Diego and Orange County. I’ve always believed that an organized home is a peaceful home, and that clutter—both physical and mental—can hold people back from living their best lives.

I started Simply Luxe because I saw a gap in the organizing industry—many services focused solely on decluttering, but I wanted to offer something more. Simply Luxe blends organization with design, functionality, and sustainability, creating homes that feel as good as they look. Our approach isn’t just about tidying up—it’s about helping our clients reclaim their space, simplify their lives, and curate a home that reflects their ideal lifestyle.

What Simply Luxe Offers
We specialize in luxury organizing, moving coordination, and home styling for busy professionals, families, and businesses. Our clients trust us to:
✅ Declutter and optimize their homes with a system that works for their daily life.
✅ Prepare for and manage moves—from packing to unpacking and full home setup.
✅ Create beautifully styled, functional spaces that promote peace and efficiency.
✅ Simplify and streamline their belongings so they can focus on what truly matters.

What Sets Simply Luxe Apart?
A High-Touch, Luxury Experience – Our process is thoughtful, hands-on, and fully customized. We handle everything so our clients can enjoy a seamless transformation without stress.
A Blend of Organization & Design – It’s not just about decluttering—it’s about creating a space that functions beautifully and reflects our clients’ personal style.
Sustainability & Conscious Living – We help clients make intentional choices about what stays, what goes, and where items are donated to support a more sustainable lifestyle.
White-Glove Moving Services – Relocating can be overwhelming, but we take the burden off our clients with full-service packing, move coordination, and complete home setup.
What I’m Most Proud Of
Simply Luxe has transformed hundreds of homes and lives, but what truly fulfills me is seeing the impact our work has on our clients. When someone tells us that their home finally feels like a sanctuary, that they feel lighter, or that we’ve taken an overwhelming situation off their plate—that’s the best reward.

Beyond our client work, I’m also proud of the community we’ve built. Our team is passionate about what we do, and we’ve created a culture rooted in excellence, integrity, and care.

What I Want People to Know About Simply Luxe
Simply Luxe is about more than just organizing—it’s about creating space for a better life. Whether we’re transforming a single closet or an entire home, our goal is to bring clarity, ease, and luxury to everyday living.

If you’re looking for a luxury home organizing service in San Diego or Orange County that provides white-glove, stress-free, beautifully designed solutions, we’d love to work with you.

Can you talk to us about how you funded your business?

How I Built Simply Luxe as a Self-Funded, Women-Owned Business
When I started Simply Luxe, I knew I wanted to build it on my own—no outside investors, no debt, just determination and a vision. As a woman-owned business, it was important for me to prove that with smart financial decisions, strategic growth, and an unwavering commitment to quality, I could scale Simply Luxe into the successful company it is today.

How I Funded Simply Luxe from the Ground Up
I self-funded Simply Luxe from day one, starting small and reinvesting every dollar back into the business. Here’s how I made it work:

✅ Using My Savings & Investments: I relied on my personal savings and cashed in other investments to cover startup costs. I knew that by keeping overhead low and making strategic financial decisions, I could grow sustainably.

✅ Balancing a Full-Time Job While Growing Simply Luxe: In the early days, I worked a full-time job while running Simply Luxe on the side. Every spare moment was dedicated to building the business, gaining clients, and creating a name for Simply Luxe in the luxury organizing space.

✅ Reinvesting Profits & Building Brand Collaborations: Instead of taking on debt, I focused on strategic brand partnerships and collaborations that allowed me to fund more projects and expand Simply Luxe’s reach.

✅ Scaling Smart & Staying Debt-Free: While we secured funding for a few of our vans, we made it a priority to pay them off quickly. Today, Simply Luxe runs on pure profit with zero debt—a huge accomplishment as a single owner. We pay off all team credit cards every month, ensuring financial stability while continuing to grow.

The Fulfillment of Running a Profitable, Debt-Free Business
Simply Luxe is now a seven-figure, women-owned business with a dedicated team handling administration, accounting, and social media. But what I’m most proud of is that we’ve built this without sacrificing financial freedom.

Running a business that is profitable, debt-free, and 100% independently owned is incredibly fulfilling. It’s proof that with the right strategy, discipline, leadership and passion, you can scale a business on your own terms.

If there’s one thing I want other aspiring entrepreneurs to take away from my journey, it’s this: You don’t need outside investors to create something successful. You need a strong vision, smart financial decisions, and a relentless commitment to making it happen.

📍 Simply Luxe – Luxury Home Organizing in San Diego & Orange County
🌐 Visit Simply Luxe

How did you build your audience on social media?

Growing Simply Luxe’s social media presence wasn’t about chasing trends—it was about showing up consistently, providing value, and creating a brand that resonated with our audience. When I first started, I didn’t have a huge following, but I knew that by sharing our expertise, transformations, and behind-the-scenes moments, we could connect with people who truly needed our services.

From day one, we committed to sharing content that truly helped people. Whether it was before-and-after transformations, organizing tips, or client success stories, our posts weren’t just about promoting Simply Luxe—they were about inspiring and educating our audience.

We leaned into the idea that luxury organizing isn’t just about tidying up—it’s about creating a home that works beautifully for you. That messaging resonated. Organizing is highly visual, so Instagram and Pinterest became our main platforms. We invested in quality photography, styled shoots, and curated visuals to ensure our feed reflected the Simply Luxe aesthetic—clean, elevated, and aspirational.
Pinterest, in particular, helped drive long-term traffic to our website, bringing in clients who were searching for luxury organizing solutions in San Diego and Orange County.

Social media isn’t just about posting—it’s about building relationships. We responded to every comment, engaged in DMs, and actively supported other businesses in the home and design space.
When followers saw that we were genuinely engaged, it built trust and loyalty.

✅ Consistency & Brand Identity

One of the biggest mistakes people make on social media is being inconsistent. We developed a posting schedule that allowed us to stay top of mind without overwhelming our audience.
Our brand voice remained polished, yet approachable, reflecting the Simply Luxe experience.

✅ Leveraging Client Testimonials & User-Generated Content

Word-of-mouth marketing works on social media too. When clients shared their experiences, we highlighted their testimonials, reinforcing our credibility.
We also encouraged clients to tag us in their posts, which expanded our reach.

✅ Investing in Social Media Growth

As we scaled, we brought on a dedicated social media team to ensure we stayed ahead of trends and maintained high-quality content.
We also used targeted paid ads and collaborations to expand our audience and reach potential clients who might not have found us otherwise.
Advice for Those Just Starting on Social Media

💡 Know Your Brand & Stay Consistent – Define your voice, aesthetic, and message early on. Be recognizable and consistent across all platforms.

💡 Focus on Value, Not Just Selling – Your audience doesn’t want to be sold to all the time. Share educational, inspirational, or behind-the-scenes content that positions you as an expert.

💡 Engage with Your Audience – Social media is a two-way street. Reply to comments, start conversations, and genuinely connect with people.

💡 Leverage Video Content – Platforms like Instagram Reels and TikTok prioritize video. Short, informative, and aesthetically pleasing videos can exponentially increase reach.

💡 Stay Patient & Keep Showing Up – Building an engaged audience takes time. Post consistently, track what works, and refine your strategy as you grow.

Where We Are Today-
Simply Luxe’s social media presence has grown into a community of people who value organization, design, and stress-free living. Our platforms have allowed us to connect with dream clients, share our expertise, and showcase the Luxe Living experience.

If you’re looking to create a luxury, organized space that feels like home, follow us for expert tips, behind-the-scenes content, and inspiration!

📍 Follow Simply Luxe on all platforms to see what beautiful work we do! Facebook, Instagram, Youtube, X, LTK, Amazon Influencer & Pinterest

Contact Info:

• Website: https://simplyluxe.org/
• Instagram: https://www.instagram.com/simplyluxeorganizing/?hl=en
• Facebook: https://facebook.com/simplyluxeorganizing
• Linkedin: https://www.linkedin.com/company/simply-luxe
• Twitter: https://x.com/Simplyluxeorga1
• Youtube: https://www.youtube.com/@simplyluxeorganizing
• Yelp: https://www.yelp.com/biz/simply-luxe-san-diego-2
• Other: https://www.tiktok.com/@simplyluxeorganizing?lang=en
  https://www.pinterest.com/simplyluxeorganizing/