Two mums who launched a home organisation business after being inspired by celebrity organiser Marie Kondo, say they’re now earning £925 per day from their celebrity clientele.
Gemma Abraham and Hayley Harrison, both 42, set up Organise-d in 2020 after watching Kondo’s Netflix show Tidying Up.
Since launching their business, the friends have experienced continuous success, having worked with the likes of Tamara Ecclestone, John Terry, Kimberly Wyatt and Billie Shepherd.
Gemma and Hayley, from Guildford, Surrey, advise their clients on how to make best use of the space they have, whether it be large or small.
The also regularly post on social media – with a recent clip of Tamara Ecclestone’s organised snack drawer garnering 85,000 views and numerous comments on TikTok.
A wardrobe after it was organised by Gemma Abraham and Hayley Harrison as part of a project in Wentworth
‘Tamara has been great fun and we are back there next week,’ Gemma, a mum-of-three, explained.
‘Her house had the wow factor – it’s probably the greatest value home we’ve been in. On a weekly basis we are wowed by where our clients live.
‘John and Toni Terry’s house is incredible and they were delightful to work with. John ended up having more in his wardrobe than Toni!’
Gemma and Hayley, a mum-of-two, charge a daily base rate of £925 to organise one space. That price covers eight hours of work.
(L to R): Hayley Harrison and Gemma Abraham are owners of Organise-d: a home organisation business
Before (left) and after (right) photos of a wardrobe after it was organised as part of a project in Wentworth
A shoe cupboard after it was rearranged as part of a project in Wentworth
Gemma was previously a retail director and Hayley a marketing director.
Neither of them was working when they came up with the business idea, so they threw themselves into its development.
‘We started the business because where we live in Surrey is a very affluent area,’ Gemma said.
‘We knew people round here would have the disposable income to afford a service like ours. We worked hard on the Instagram and did free jobs for friends for content.
‘Then our following started to grow and we were contacted by some celebs.’
The @organise-d Instagram page now has 22.1k followers.
Gemma Abraham and Hayley Harrison are experts at reorganising walk-in wardrobes
(L to R): Hayley Harrison and Gemma Abraham are pictured during an organisation project
Despite the majority of Gemma and Hayley’s clients living in grand houses, the friends have tackled smaller spaces where hoarding may be more of an issue.
They feel a greater sense of achievement in these spaces where they have to work harder.
The duo’s personal lives have also played a part in their organising talents.
‘I have twin boys who are 10 and another son who is nine,’ Gemma said.
Before (left) and after (right) photos of the storage at Sophie Paterson Interiors Limited
(L to R): Gemma Abraham and Hayley Harrison pose for a photo
Before (left) and after (right) photos of a kitchen cupboard in Cobham
Billie Shepard’s kitchen as organised by Gemma Abraham and Hayley Harrison
The duo, who are both 42, carefully labelled every jar
Before (left) and after (right) photos of a wardrobe in Dorking
(L to R): Gemma Abraham and Hayley Harrison launched Organise-d in 2020
‘My natural organisation amped up after having the boys because I had no choice but to be organised.
‘Hayley has an 11-year-old son and an eight-year-old daughter and her son has got ADHD so organisation plays a ginormous part in both our home lives.’
Gemma also thinks this country isn’t used to the idea of professional organisers.
‘In the UK people are ashamed to admit they have a gardener or cleaner.
‘Even now if we say we are home organisers people don’t understand what that is.
‘Our followers on Instagram tend to be in their early 40s so not quite the TikTok generation.
‘Some people love to hate – we’ve had mixed comments – but we put one video up from Billie Shepherd’s house and had really lovely comments saying it was goals.’
Gemma and Hayley work closely with their clients to get the most out of their space.
They are mindful that some people find getting rid of possessions emotionally difficult.
‘Lots of our clients do have home help like butlers or housekeepers but they don’t deal with the organisation side,’ Gemma explained.
‘We work closely with them and get them on side.
‘When we arrive at a home it’s a fact-finding mission – how does the space get used and who uses it?
‘Men are the hardest to get on board – they don’t think of it as a real profession but then they see their partner’s space done and think yeah I need that done.
‘There’s an element of psychology behind a lot of what makes every item precious to a person.
‘We are strict but gentle with it, especially with women’s clothing.
‘A lot of women are yo-yo dieters and have wardrobes ranging from size 8 to 16 so we are passionate with how we tackle that and we focus on explaining what happens to the items after.
‘We let someone else love the item by by passing it onto a charity shop or women’s refuge.’
Gemma and Hayley believe that a messy, cluttered home life can cause people to be tense and uptight and that an organised home will provide a sense of calm.