Newlyweds Damond and Melanie Bowers share their first dance surrounded by Coralee Luxe decor. (Photo credit: Stacey Boyd Photography)
Coralee Hawkins is poised to command the event designing industry. As the founder and CEO of Coralee Luxe Events, she designs intricate décor that is “luxurious to the core.” Dubbed Detroit’s David Tutera, she has a penchant for maximizing her clients’ budgets without breaking the bank. Focused on providing a stress free experience, her motto is: “All you have to do is show up.”
The 31-year-old native Detroiter has a wealth of wisdom, energy and vision. In addition, to designing décors, she has been a photographer, a telemarketer and has served in the Army. She also makes sweet treats such as chocolate-covered strawberries and Oreos and glitter berries.
“I’ll never be comfortable. You cannot get comfortable, you always have to want more and you always have to push yourself harder than you did yesterday, that’s why my events look the way they do,” she says.
After a period of exploration, this design diva now knows her position and her purpose. “I’m an accredited event designer. I can do everything, but I only want to decorate and design … I am the glam girl — the over-the-top girl,” she says.
Rolling out caught up with Hawkins to find out the how she designs her success.
How did you determine your career path?
I volunteered to help a friend with her wedding and began to receive rave reviews about the décor. The questions “Who decorated?” “Can we have their contact?” spread wildly throughout the wedding. I began growing a contact list based on word of mouth for a business that was to come. I’ve always been creative; it just took that one event to show myself that I had what it took to become successful.
What inspires you to get up every day?
I find inspiration in the everyday. I wake up happy knowing that I am able to make a client’s dream event come true. The feeling I receive from mastering a design is an overwhelming rush of risk, excitement and fulfillment. Witnessing the smiles on my client’s face after they walk into the room of their fully executed event gets my heart and creativity pumping. I simply enjoy the challenge of coming up with new themes and luxury event layouts, bringing those unique moments to life through style and décor.
Describe the innovative methods you apply to your business and life.
Great design! Great design has that “wow” factor that makes products more desirable and services more appealing to consumers. I am known for great design — my designs are my signature and they’re unmatched. Design thinking begins with developing an understanding of customers’ articulated needs.
Besides what your clients desire, how do you come up with the decor you use for each event? Where do you get ideas?
I analyze my client’s theme thoroughly. I start with the linens, ambient lighting and mood of the event. I purchase all my inventory, so coming up with the decor is a piece of cake. I gather ideas from everywhere — like magazines, Pinterest, Google and past events I’ve done.
How large is your team?
We have about 8-12 team members. My workers range from 16-25 [years-old], it’s a young, eager, hungry crowd that takes direction. They wake up early and go to sleep late. I have a really, really good team. I’m able to split them in half and they can do full events without me because I’ve taught them, I’ve trained them, I trust them, and they know that we have to execute on a high level. And they execute every time.
Describe how you set goals and evaluate your success.
I set quarterly goals that motivate the company and myself. I make sure my goals are attainable. When you set goals for yourself, it is important that they motivate you. This means making sure that they are important to you, and that there is value in achieving them. I create an action plan and strategize to execute. A goal without a plan is just a wish.
Name a book that changed how you saw life that you would recommend to others.
Think and Grow Rich. The concepts taught by Napoleon Hill transformed my life. Some of these include developing a definite purpose, building a positive mental attitude, channeling the power of the subconscious mind and dealing with adversity. Everything he wrote about or talked about is thought-provoking. He was wise, humble and funny. His philosophy is universal; he did not mix it with religion. The riches he referred to were more than money — the philosophy of personal achievement can be applied to anything in life.
What are the three most important factors of being a successful woman?
For women to believe in themselves, raise their hands, sit at the table, take risks and support each other. Knowing who you are and your purpose. Not competing with another woman and always helping another woman.
Technology plays what role in your daily life?
Technology and social media play a huge role in my daily life. I use social media posts to drive targeted traffic to my business. I use it to boost my website SEO. I use it for client leads. A strong social media presence builds brand loyalty and if done right, repeat paying happy customers.
What social media or digital tool has made the biggest difference in your life and why?
Facebook and Instagram. Approximately three-quarters of shoppers today will research a company online before making a purchase. More and more consumers are abandoning the traditional phone book because it doesn’t tell them anything about the company. Online reputation is where many companies have the most impact on customers. Social engagement, customer reviews, and other aspects contribute to someone’s decision to make that initial purchase. I post all day every day. My social media following looks forward to my posts. I receive 75 percent of [my] business through my social media. I am a design artist. My work is visual, I need a visual platform to showcase my work to the public and social media is the perfect tool to do so.
Describe the skill sets that will be essential to future business leaders and Innovators?
There many skills that are essential but a few that stand out are: Inspire and motivate others. Collaboration — one person cannot have all the answers, nor can one group. I stand on the belief of building a strong team and working together — building off each other’s strengths and weaknesses. Communicate profoundly. Solve the problems. Be a champion of change.
What are the do’s and don’ts for young women in business?
Presentation, dress for the job you want not the job you have.Taking short cuts; they don’t exist. Hard, consistent work is the only secret you need to succeed. Compromising your ethics — it’s never worth it. Don’t be afraid of doing the hard work.
What is your revenue at this point?
It’s in the six figures — I started off in the six figures. I do at least 4 to 7 events any given weekend.
Tell us something that people would be surprised to know about you.
I’m the oldest of seven. You would be surprised that I’m shy, but outspoken at the same time. I am silly, I am stern and I am a shopper — that’s the story of my life.
What lessons have you learned on this journey?
Even though you are multitalented, you can’t do everything. You can’t make every dollar. You have to share and you have to build a team. I started off doing everything. I literally almost drove myself crazy. I had to learn to stay in my lane and that is the reason why I am where I’m at in such a short time. You have to trust the people you put in position.
What is next for Coralee Luxe?
I have to get me and my team into a building. I buy everything and we’re expanding. I’m looking for somewhere I can host events. Somewhere I can store my inventory and transform into a million different things. I’m going to stay mobile, but I need my own space. I want to be a multilevel marketing, decorating company. Nobody has that structure. Everything is a pyramid, you bring in your team, you recruit and you get a percentage and you keep going. It takes the right structure and planning, which is what I’m doing now.
Browse the photo gallery for a glimpse of Coralee Luxe Events. For more information, visit www.coraleeluxeevents.com.
