Casey Ridley, the Founder and President of The Designery Franchising, exemplifies the journey of a passionate entrepreneur who found success through a combination of ambition, adaptability, and service. Initially, Casey pursued a career in surgical medicine, driven by a strong commitment to helping others. However, a pivotal moment in college led to a career shift that set him on a path to entrepreneurship. Today, he leads a thriving franchise, The Designery, which has become a household name in the home services industry. Through his experiences, he has built a business grounded in innovation, service, and community engagement.
A Shift from Medicine to Business
Casey’s original interest in medicine stemmed from a desire to make a positive impact on people’s lives. He spent countless hours volunteering at local hospitals, getting his Certified Nursing Assistant (CNA) license and observing surgeries, fully immersing himself in the medical field. However, during a college chemistry course, he realized his passion had left the medical field, prompting him to reevaluate his career path. He realized that his talents and passions aligned more with problem-solving on a larger scale, rather than within the narrow confines of medicine.
This realization prompted him to pivot toward entrepreneurship, joining a business program at his university, The University of Georgia. Although the direction changed, his core value of serving others remained intact. He applied the structured, disciplined approach he had learned in pre-med to his new venture. The analytical mindset that had guided him in medicine helped him make strategic decisions and navigate the complexities of running a business. Ultimately, this shift allowed him to pursue a career that satisfied both his desire for innovation and his commitment to serving people on a broader scale.
The Birth of The Designery
After graduation, Casey acquired a surplus company that would later become The Designery. Recognizing that the current state of the business was far from where it needed to go, Casey set out to transform the business. This required a complete strategic overhaul, beginning with a rebrand that modernized the company’s image and services. Casey’s focus was on creating a customer-centric experience that prioritized convenience, personalization, and cutting-edge technology.
Key to this transformation was the introduction of virtual reality tools in The Designery’s showrooms. These tools allow customers to visualize their new spaces in a highly immersive environment, giving them confidence in their design choices. To ensure the new approach was viable, Casey tested it by opening several corporate stores, which provided valuable insights and helped refine the customer experience. The success of these stores confirmed that the business model was scalable, leading him to franchise the company to reach a wider audience.
Navigating the Franchising Process
Franchising The Designery came with its own set of challenges. The biggest hurdle was maintaining the consistency and quality that defined the brand across all locations. To achieve this, Casey knew he needed to find franchisees who not only had the necessary skills but also shared his vision for the company. To support their success, he developed a comprehensive training program that ensured all franchisees were equipped to uphold the company’s high standards.
Partnering with HomeFront Brands, a home services platform, provided additional resources and expertise, making it easier to scale the franchise without compromising on quality. The partnership offered access to experienced personnel and focused resources that have been critical in supporting franchisees and preserving the company’s core values.
Balancing Multiple Ventures
In addition to The Designery, Casey has successfully managed ventures in the restaurant industry and real estate investments. Balancing these diverse businesses is no easy feat, but he credits his success to strategic delegation and strong time management skills. He emphasizes the importance of surrounding himself with talented employees who share the company’s vision, allowing him to focus on the most critical aspects of each business.
Staying organized is crucial, and Casey relies on a detailed calendar to prioritize his responsibilities. He also remains flexible, understanding that things don’t always go as planned, especially in fast-paced industries like his. Beyond business, he ensures that his personal health and well-being remain a priority. Whether it’s playing tennis or spending time with family, maintaining a work-life balance is essential to staying energized and focused.
Establishing a Recognizable Brand
To establish The Designery as a household name, Casey employed a comprehensive marketing strategy that spanned both traditional and digital channels. Print ads, billboards, and radio advertisements helped build brand awareness, while online marketing efforts targeted specific customer demographics. Customer engagement programs, such as referral initiatives and newsletters, allowed The Designery to connect more personally with clients, driving retention and generating positive word-of-mouth.
Casey also prioritized involvement in local communities, sponsoring events and participating in local business associations. These initiatives not only strengthened the company’s ties to the community but also built trust and brand loyalty. Additionally, by maintaining consistency across all franchise locations, The Designery has been able to deliver a uniform experience nationwide, ensuring that every customer, regardless of location, receives the same high-quality service.
Adapting During the Pandemic
The COVID-19 pandemic brought unprecedented challenges to businesses across industries, and The Designery was no exception. As an essential business, it remained open, but new safety protocols were quickly implemented to protect both customers and employees. Social distancing, mandatory masks, and strict cleaning procedures were introduced to create a safe shopping environment.
Beyond these immediate measures, Casey recognized the need to enhance The Designery’s online presence. The company expanded its digital engagement, offering virtual consultations and utilizing its existing virtual reality tools to continue serving customers who were less comfortable visiting showrooms in person. This experience reinforced the importance of flexibility and adaptability, lessons that will continue to influence the company’s strategy in the future.
Advice for Aspiring Entrepreneurs
For those aspiring to start their own ventures, especially in the home services or franchising sectors, Casey offers valuable advice. First and foremost, he emphasizes the importance of understanding your market and customers. Thorough research is essential, not only during the initial stages but throughout the entire entrepreneurial journey.
For franchisors, maintaining consistency and supporting franchisees are crucial to long-term success. Entrepreneurs must ensure that everyone involved shares the same vision and commitment to excellence. Lastly, Casey underscores the importance of adaptability—being ready to pivot when necessary can make the difference between success and failure in a rapidly changing business environment.
Looking to the Future
Casey is particularly excited about the future of The Designery, especially with the launch of new product lines, including GE appliances and outdoor cabinets. These additions expand the company’s offerings, further solidifying The Designery as a go-to destination for creating beautiful spaces.
On the technology front, Casey and his team are constantly exploring advancements that enhance the customer experience. Virtual reality is already a key component of their showrooms, but the company is also looking into AI and other innovations to personalize and streamline the design process further.
Giving Back to the Community
Giving back to the community is an integral part of Casey’s philosophy. The Designery, as a part of Homefront Brands, supports Operation HomeFront, providing assistance to military families, as well as Carson Scholars Fund, a nonprofit dedicated to creating literary-enriched environments. In addition, Casey is personally involved with his alma mater, the University of Georgia’s Terry College of Business, to help shape the next generation of business leaders.
Casey’s commitment to community engagement is not only about corporate responsibility; it’s also about fostering a sense of purpose within his team and making a meaningful impact. This drive to give back is at the heart of both his personal and professional life, reflecting his belief that success is about more than just business—it’s about making a positive difference.
In summary, Casey Ridley’s entrepreneurial journey, from medicine to founding The Designery, is a testament to his resilience, adaptability, and unwavering commitment to service. Through continuous innovation and community involvement, he has built a successful business that is making a lasting impact on both the home services industry and the communities it serves.