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Staging only takes up a sliver of Franky Rousell’s time, but that’s what makes her the perfect person to go to for advice about it. In addition to a slew of hospitality and residential projects, the London-based designer and founder of Jolie Studio tackles anywhere from five to 10 staging jobs each year. And her approach doesn’t change: Rousell’s business is based on appealing to the five senses, so she combines materials, colors, fragrances, and sounds to create an immersive, lived-in experience. In other words: she’s got the secret recipe for attracting buyers.
One of her many staging hot takes: “You can completely transform a space through light touches alone, keeping the furniture exactly the same,” she shares. For starters, her advice is to take inventory of what you’ve got, take pictures of those things, and lay them out in a document so you can play around with fresh combinations you hadn’t thought of yet before physically moving anything. “Treat it like you are shopping your own collection in the same way you may shop your own wardrobe,” says Rousell.
We talked to the British designer about her best low-lift decorating trips and they’re worth jotting down, whether you’re getting ready to sell or just want to revamp your home without spending a fortune. Here are seven staging rules she swears by.
The Bigger the Art, the Better
While you’ve probably heard that taking down family photos is a staging rule, the same doesn’t apply to art. Filling empty wall space with a large piece can make a home feel more alive and expertly curated. The same goes for oversized floral arrangements. But securing large-scale works isn’t always cheap. Oftentimes, when Rousell is working on a budget, she’ll commission local artists, sometimes even art students, to create bespoke pieces at a fraction of the cost of working with an established artist. You could also go the DIY route and paint an abstract canvas yourself or wrap one in a cool tablecloth you never use.
Finish Making the Bed with a Lumbar Pillow
Striving for that cozy boutique hotel vibe? Rousell’s advice is to line the back of the bed with two to three extra-large sham pillows and then add two standard rectangular ones in front. From there, you can either add a simple lumbar cushion with a nice trim (the designer suggests something like this) or two rectangular patterned cushions (she finds affordable ones on Etsy). “I think the lumbar really adds that elegance and finishes off the interesting shapes nicely,” she says.
Group Objects in Odd Numbers
Whether she’s styling bookshelves, a coffee table, or an entire room, Rousell looks for opportunities to gather items in groups of three, five, or seven because odd numbers result in vignettes that feel balanced. “They resist symmetry and create a sense of intentional imperfection—something that feels more organic and less staged,” she explains. On a shelf, that might look like a stack of books alongside a small sculpture and a trailing plant. In a living room, it could play out with a sofa and two armchairs. On top of a coffee table? Try a cluster of tall flowers, a low tray, and a candle.
Picture a Triangle When Arranging Items in Threes
Speaking of the power of odd numbers, when Rousell is arranging three items, she makes sure they’re all varying heights—a tall vase, a medium-sized candle, a low bowl. In other words, she makes it a “triangle.” “It’s a classic stylist’s trick,” she says.
Play with Unexpected Proportions
You’re probably noticing a theme here: big is better. The rule that applies to artwork hanging on the wall also goes for other elements like trees and floor lamps. The whole idea is to end up with a focal point.
Place Contrasting Textures Next to Each Other
An unglazed ceramic vessel next to a glossy lacquer tray or a chair wrapped in floral upholstery up against a plaster wall—sometimes it’s not about what room something goes in, it’s about what you put next to it. “It can really play with the eyes and give a warmth to an otherwise harsh finish,” says the designer.
Embrace Negative Space
Staging isn’t about filling every corner, in fact it’s about letting things breathe. Leaving gaps between furniture, decor, or architectural features allow the eye to rest and help you double-down on your actual focal points. Rousell often references the “theory of Ma,” a Japanese concept that celebrates the space between things, in her work. You can apply that to a large expanse of uninterrupted wall; an open area between rugs; a pendant hanging freely with no competing lighting around it; or a gap between a sofa and a side table. “By balancing negative space with focal points, you create a sense of calm, luxury, and intentionality,” she shares. “It’s often what makes a space feel elevated rather than cluttered or over-designed.”