Selling a home, especially a luxury home, is not just about square footage and upgrades. It is about the feeling buyers get the moment they walk through the door. In Raleigh’s rapidly growing high end market, that emotional connection is more important than ever. And now, with Dwell Proper Staging elevating design across the Triangle, luxury listings are reaching an entirely new level.

In this exclusive feature from The Coley Group and The Best of Raleigh with host Gretchen Coley, we explore how founder Alex Iordanou is reshaping what luxury staging looks like in Wake County, and why it is quickly becoming one of the most valuable tools for sellers.

Why Luxury Staging Matters More Than Ever in Raleigh

Home staging has always influenced buyer perception, but its impact in today’s market is undeniable, especially as Raleigh attracts more luxury buyers from New York, California, and major metro areas who expect national level design standards.

Alex shares two powerful insights:

• Buyers spend about six minutes in a vacant home
• Buyers spend about forty five minutes in a staged home
• That means staging increases buyer engagement seven times.

And the financial payoff is just as compelling:

• Staged homes sell up to seventy three percent faster
• Sellers can see as much as a five percent lift in sales price
• Most return this by investing roughly one percent of the home’s value

In a market where multiple luxury communities, like North Hills, North Ridge, Midtown, and Inside the Beltline, are seeing heightened demand, staging is no longer optional. It is strategic.

Meet Dwell Proper Staging: Raleigh’s New Standard for Luxury Presentation

For years, Gretchen Coley has voiced a clear need in the Raleigh real estate industry, a fully elevated staging company capable of supporting high end listings from one million to five million plus.
Enter Dwell Proper Staging.

Located on Atlantic Avenue in Midtown Raleigh, the company bridges the gap between local staging norms and the level of design expected in top tier real estate markets.

Design Forward Inventory for the Modern Raleigh Buyer

With deep roots in High Point, one of the world’s furniture capitals, Alex’s vendor relationships allow her to curate pieces from brands like:

• Sunpan
• Universal
• Uttermost
• Other trend setting luxury lines

The result is staging that feels sophisticated, current, and aligned with the architectural style of Raleigh’s luxury homes, from new construction in North Raleigh to estates inside the Beltline.

A Warehouse That Matches the Vision

Dwell Proper’s Atlantic Avenue warehouse and design studio reflect the company’s intentional approach, everything onsite, everything curated, everything consistent.

This is the level of service high caliber agents and luxury sellers have been waiting for in Raleigh.

The Designer Behind the Brand: Alex Iordanou

Alex’s story blends creativity, real estate insight, and entrepreneurial drive.

• Originally from the New York suburbs
• Moved to Raleigh eight years ago
• Studied interior design at Meredith College
• Worked in the furniture industry with clients, builders, and vendors
• Pivoted from finance into design during the recession

Her depth of design expertise combined with real estate intuition makes her uniquely equipped to elevate luxury listings in a way that feels fresh, intentional, and aligned with Raleigh’s evolving aesthetic.

Building a Luxury Staging Company from the Ground Up

Launching a staging company is not as simple as collecting furniture. The logistics alone, fleet, warehouse, scheduling, installation, breakdown, are challenging for even experienced operators.

Many staging companies outsource these components, but Dwell Proper does the opposite.

A Fully In House, High Control Model

Dwell Proper offers:

• Warehouse management
• Delivery trucks
• Internal installation team
• A design studio
• Rigorous quality control
• Curated inventory

This ensures consistency, accountability, and exceptional service, a major differentiator in the Triangle’s luxury real estate market.

Vacant vs. Occupied Staging: What Raleigh Sellers Can Expect

Whether a home is empty or lived in, Dwell Proper Staging offers solutions designed to maximize the property’s appeal.

Vacant Staging

Perfect for new construction or sellers who have already moved.

The team evaluates:

• Room proportions
• Traffic flow
• Ceiling height
• Natural light
• Architectural features
• Artwork scale
• Furniture proportions

Luxury buyers notice details, and so does Alex.

Occupied Staging

Ideal for sellers preparing to live in the home during the listing period.

Services may include:

• Walk through consultation
• Layout adjustments
• Editing personal items
• Rearranging existing furniture
• Adding supplemental pieces
• Freshening accessories and textiles

The goal is to create a clean, bright, design forward environment that feels updated yet still livable.

2025 Luxury Design Trends Alex Says Are Heating Up

Raleigh’s design scene is evolving, and Alex shared several trends dominating the market this year, many of which are already appearing in The Coley Group’s listings.

1. Color Drenching- Walls, trim, and ceilings all painted the same shade for a dramatic, immersive effect.
2. Pattern and Texture Layering- Rich textiles, layered fabrics, and depth building materials that make spaces feel warm and luxe.
3. Warmer Wood Stains- White oak is still popular, but mid tone and walnut stains are returning in a big way.
4. Bold, Investment Grade Furniture- Unexpected colors and patterns in sofas and larger pieces, statement furniture is in.
5. Wallpaper in Unexpected Places- Especially ceilings. Raleigh buyers love a standout moment.

 

Where to Find Dwell Proper Staging

Address: 2121 Atlantic Avenue, Raleigh
Instagram: @dwellpropernc
Website: dwellpropernc.com

Conveniently located next to Thompson Lynch Lamps, with a local coffee shop just a few steps away, Dwell Proper is quickly becoming a go to resource for luxury agents and homeowners.

A Final Word

Alex Iordanou is a mother of three, a wife, a designer, and now a trailblazing business owner redefining luxury staging in Raleigh. Her passion and eye for detail elevate not just homes, but the entire Raleigh real estate experience.

The Coley Group is proud to partner with Dwell Proper Staging and champion local entrepreneurs shaping the future of our city.

Catch new episodes of The Best of Raleigh every Friday on Apple, Spotify, and YouTube.