Cliff Ellman is one of the most talented men I know. I’ve watched his creative journey for years, from photography styling to his Spiffidecor home staging business, which has now evolved into an interior design company. I think he’s in his element and Dallas homeowners are lucky to have him as a resource.
Ellman started on a much different creative path. He grew up in South Africa, traveled extensively, and eventually made his way to The University of Texas majoring in biology, thinking he’d pursue a career in genetics.
That took a backseat when he went to Miami and entered hotel and restaurant management. After realizing it was not exactly the right fit, he ended up at Marty’s, then the epicenter for fine wine and foods in Dallas. Marty’s also carried beautiful kitchen items, so food stylists seeking high-end props were often in the store. As Ellman found out more about food styling for photography, he realized it was his next step.
“The funny thing about food styling is that it’s really science-based, so it made sense for me, having the scientific background,” Ellman said. He did everything he could to learn the ropes, got a portfolio together, and spent 10 years working with the best food photographers in Dallas. He moved into props and set design with Pier 1 until the company’s fortunes hit a wall.
“It was time for a new chapter,” Ellman said. With his vast experience in photography, designing sets, resourcing hard-to-find items, and gaining a keen eye for photography, home staging caught his attention.
“I started Spiffidecor in 2010,” Ellman said. “It was a natural extension of what we were doing in photography. I acquired inventory and was lucky to work with Realtors like Keith Cox, Ryan Streiff, Erin Matthews, and Jonathan Rosen. Dave Perry-Miller put me on the map and cemented my place in luxury staging.”
Ellman’s staging clients loved his sense of design. Often after preparing their homes to sell, he’d be asked to work on the new house, so interior design was always a part of the picture. After 10 years in staging, Ellman decided it was again time for a new chapter. He sold his staging inventory to focus on the design side of Spiffidecor and has not looked back.
“It was a smart decision,” Ellman said. Even though these are challenging times, and installing a home in one fell swoop is no longer a reality, those years in photography and staging have been instrumental to his success.
“It’s the relationships we have built up through the years with vendors that allow me to deliver,” Ellman said. “Connections make the difference. With merchandise taking three to six months and even longer to arrive, you must know how to problem solve, think outside of the box, and have a backup for whatever you present to the client. For instance, if your client loves a Restoration Hardware chair and delivery is not until May 2022, you problem-solve. You have the chair made locally by a company you know supplies Restoration Hardware. The resources I built through styling and staging I now use in my interior design business.”
Despite launching a new business just before a global pandemic, Ellman has been working on a myriad of projects, including the Residences at Park District, the Mansion Residences, a penthouse at The Gabriella, and a project in Kessler Reserve.
“It’s nice to be able to create environments on a more personal level,” Ellman said. “There is a more intimate relationship in interior design than in staging because you create a custom look for a specific client. The budgets are healthier, so you can use extraordinary fabrics and wallpapers, design furniture, and have it made. A tell-tale sign you have done your job well is when you walk in six months later, and it looks like the day you finished it. You know they love it.”
Ellman’s process begins with a consultation to get an idea of where the client is coming from and determine if he’s the right person for the project.
“I want to make sure that it is a symbiotic relationship,” Ellman said. “The initial meeting is kind of like a blind date. If it works, we move onto the next phase. I want us both to have an enjoyable experience. Intuition is your best resource. You know when you walk in if it works for you and the client.”
Despite Ellman’s busy schedule, he is always available for a consultation. “I’m busy, but I can always take on a new client!”
You can find Ellman on Instagram at spiffidecor.
