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Rosslyn-based startup puts interior design at homeowners’ fingertips

Sponsored by Monday Properties and written by ARLnow, Startup Monday is a weekly column that profiles Arlington-based startups, founders, and other local technology news. Monday Properties is proudly featuring 1515 Wilson Blvd in Rosslyn.

A Rosslyn-based online interior design startup is celebrating one year and more than 100 projects.

Deazly, launched in July 2021, brings professional design to homeowners in an online design studio. The company matches homeowners looking to renovate their kitchen or bathrooms with professional designers, who work with them to create 3D concepts of the space for a flat fee.

Homeowners can then see how their room will look before committing to a project.

“For most homeowners, hiring an interior designer can feel intimidating,” CEO and Founder Ketan Doiphode, a licensed architect, said in a news release. “It is a difficult process to navigate.”

So, he said he built Deazly to bridge the knowledge gap on the homeowner side and technological gap on the design side. His goal is to provide affordable, hassle-free design services. And for designers, it’s an opportunity to work 100% remotely.

Deazly clients tend to be 30 to 45 years old, tech-savvy and want good design completed at a fast pace, Doiphode said. And 60% of the company’s work comes directly from contractor partners and remodeling companies, the release said.

Contractors have a competitive advantage by having a design partner.

“The Deazly process provides the consultation needed to work through style preferences and functional requirements,” Doiphode said. “Highly realistic 3D designs and a product list ensure the homeowner and contractor can work together to make the design of these high-use spaces a reality.”

Ketan Doiphode, founder of Deazly (courtesy of Deazly)

While there are other e-design businesses, Deazly specializes in kitchens and bathrooms — both generally complex renovation projects that greatly contribute to resale value of homes. When the startup first launched, it offered just bathroom design but in January, the company added kitchen design services, as well.

Deazly’s flat fee structure, listed on its website as a range between $700 to $2,300 based on the extent of services, is something the company says sets it apart from traditional designers’ fees.

The Deazly team has seven U.S.-based interior designers and eight support team members in India, the release said.

“I see Deazly as an example of the modern workforce,” says Doiphode. “Designers often work long hours at firms and the conceptual, more creative part of the design process is led by directors and principals. At Deazly, the designers are involved in the visual and creative aspects. The 100% virtual team structure allows designers to create a flexible schedule. I can match homeowners with the right designer based on the designer’s availability.”

Doiphode was inspired to start the company from his 18 years of architecture and project management experience. He worked for the brand design team at Marriott International, where he worked on lifestyle brands that included Delta Hotels, Sheraton, Marriott Hotels, Aloft, and AC hotels. He has also worked as an interior architect for the firms SOM and Forrest Perkins.

Doiphode hopes to grow the Deazly design team and is working on a new version of the website that will add detailed project milestones and a two-way communication platform for homeowners’ remodeling and renovation process.

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