We’re excited to introduce you to the always interesting and insightful Caroline Harvey. We hope you’ll enjoy our conversation with Caroline below.
Caroline, appreciate you joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?
Simply CH was born out of necessity but also out of a passion for design and a desire to help others. When I got divorced a few years ago and needed to jump back into the workforce after being a stay-at-home mom for seven years, I had to think of something I would enjoy that would bring in some money. I had just finished designing and furnishing a river vacation home I’d built with my then-husband; I believe that property gave me the confidence to start my own business – like, “this is something I’m good at. Other people want me to help them and find value in what I can offer.” Design and architecture were things I was always captivated by – as a kid, I spent hours drawing houses in a special notebook. My own mother has always had a great eye for decorating on a budget, and I think I got that from her. I knew with my wide network of local family and friends, I could start my interiors business via word of mouth. I wanted to make interior decorating feel less intimidating and more accessible to the average person.
Caroline, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
In addition to owning Simply CH, I’m a real estate assistant and referral agent with Alli Taylor Real Estate, a single mom of three (Ryan is 13, Carter Ann is 11, and May is 10), and a former Division I NCAA track & field athlete. Being a single parent has made me more compassionate as a human being. Being a college athlete (I was a sprinter and long jumper at the University of Virginia) gave me the grit and drive needed to succeed as a business owner. I was in Human Resources for seven years and then a stay-at-home mom for seven years before jumping headfirst into the interior decorating space with no prior experience – just a good eye and a large network of friends and family who were willing to hire me :)
Simply CH Lifestyle & Interiors offers interior consulting, staging, selections, and eDesign, including custom design boards. What sets me apart is a primarily virtual approach – I choose to not operate in a full-service model. There is no overhead, no storing product or samples, no formal installs – my business is 80% online other than the initial consult. I think many Gen Xers and Millennials like having the flexibility of going at their own pace and ordering pieces I recommend as their budget allows – it’s flexible and can be less daunting. It’s definitely more of a self-service model; I like to think of it as an affordable, current approach to design that fits with today’s virtual world.
The problem I solve most often is the issue of clients feeling like their spaces aren’t finished or tied together. They often come to me and say, “Caroline, we’ve lived here for 8 years, and I have a few things that I like, but I feel like nothing is ‘done.’ I’m sick of it.” I assure them their plight is totally normal and that it’s my job to help them reach a point of cohesiveness and make their space functional and beautiful. Allowing a client to trust you is the first step to forging that relationship, and I think my down-to-earth personality puts them at ease. I determine budget, preferred style, how the space(s) will function… I try to work with what they have first, especially antiques and family heirlooms, and go from there (a benefit of working with me is that I constantly scour the Richmond Facebook Marketplace for pieces – it’s become sort of my thing, and there’s so much quality furniture out there at a fraction of the price of new). By the end of the process, clients have often gained the confidence to start making some design decisions on their own.
Simply CH’s tagline is “making interior decorating approachable.” What I’m most proud of is that I believe my clients and social media followers truly feel that relatable vibe from me. I think you get back what you put out, and I hope that my reputation is that of being respectful and respected. On my social media platforms, I think I’ve created a fun, pretty, judgment-free space for all to enjoy and appreciate design. I hope that my content inspires or resonates with others in some way, and I appreciate it so much when my supporters tell me that they love my style and enjoy following me and my design journey. I’m immensely grateful for the steadfast support of my family, who has helped me through personal struggles relating to my divorce, to get to this point. As I continue to grow and develop both personally and professionally, I can only hope my children see that all the sacrifices and hard work were for them. I think the sky is the limit for Simply CH, but I have to get out of my own way!
Any insights you can share with us about how you built up your social media presence?
One of my favorite things is sharing finds from the local Richmond Facebook Marketplace on my Instagram Stories – there are so many unique vintage pieces and deals you can snag there. I didn’t see anyone else doing this, and it’s been an unbelievably wonderful way to engage with and build my following. The most rewarding part is when a follower excitedly shares their purchase with me! I often preach about “mixing styles,” and Marketplace is a fantastic way to accomplish that in your home. I’m still trying to figure out a practical way to make this undertaking more profitable (I tried a paid subscription model on Instagram that didn’t catch on). I’m big on offering intrinsic value but still have to pay bills – ha!
I also just genuinely love writing and being creative. When I started Simply CH, I knew I wanted to connect with folks locally and beyond to share my love of design, create helpful decorating content, and inspire others to find their style and feel like they, too, can have a beautiful home on a budget. I truly enjoy engaging with my followers and clients. Social media – making reels, writing content, sharing tips, and showing client before and after photos – is one of my favorite parts of being an interior consultant (the other is building design boards, which is obviously a huge part of my business). Content creation is a piece of my business that I don’t think I’d ever want to fully delegate because I love the process that much!
Just being consistent with posting and knowing what I want my brand and business to reflect has helped me immensely with organic growth on social media. You have to remove your barriers and fears and just be confident in what you uniquely have to offer. Think of that one thing that sets you apart from others and focus on that, and your content will be authentic. Aesthetics of course are important on social media, especially in the world of interior design, but I would also say – don’t take yourself too seriously and have fun with it. Then it will become an extension of who you are. Also, never underestimate the importance of using social media to network and connect with other like-minded folks in the business. Instagram has given me the gift of meeting some wonderful decorating and design (and other unrelated business) friends and acquaintances!
What’s been the most effective strategy for growing your clientele?
I’ve been extremely blessed in that I have not had to do any formal marketing for my business. The majority of my clientele is from word-of-mouth referrals or repeat business. Again, I think this goes back to the niche that Simply CH has carved out – approachable eDesign but with a very personal edge. I do get inquiries via Instagram, so I believe having a solid social media presence can be a wonderful way to drum up business. Additionally, as a real estate assistant and referral agent for Alli Taylor, I’ve been blessed with the opportunity to demonstrate and further practice my staging skill set. And these opportunities staging listings open me up to potential design clients! Staging really is the perfect marriage between real estate and interior design. I’m grateful to Alli for trusting me, valuing my opinion, and providing me with so much flexibility in my role. We work so well together and have built an awesome little team.
Contact Info:
- Website: https://simplychinteriors.com/
- Instagram: https://www.instagram.com/simplycarolineharvey/
- Facebook: https://www.facebook.com/simplycarolineharvey/
- Linkedin: https://www.linkedin.com/in/caroline-harvey-6801558/
Image Credits
Lindsey Martin Photography Tyler Mahal Photography