When Galey Alix left her role as an executive at Goldman Sachs, she didn’t know her life was about to take an extraordinary turn. What began as a weekend side project quickly grew into a full-scale design business, Galey Alix Design, captivating millions worldwide with its blend of trust, creativity and heart.
“The older I get, the more I realize businesses are started in one of three ways: someone identifies a need and they create a solution, someone is uniquely passionate about something and leans hard into it or something tragic happens and a business is born to give purpose to the aforementioned tragedy,” Galey shares. For her, it was a passion that took root during a pivotal time in her life. After leaving her finance job and a broken engagement, Galey sought solace in creativity, diving into home renovations to channel her energy. When videos of her projects went viral on Instagram, strangers began reaching out, asking her to help transform their homes.

After getting her finance job back, she took on these requests as a weekend hobby while working full-time at first. But what started as a creative outlet evolved into something much more. “People felt like I was healing their homes, but the truth is, their homes were healing me,” she says. Today, Galey Alix Design is a flourishing business with a simple yet innovative model: clients reach out on Instagram, set a budget and leave their home for three days while Galey and her team work their magic.
With no formal design training, Galey’s process thrives on trust and instinct. “I create best when I have complete creative control,” she explains. “You won’t have to make a single decision (except for the budget), you won’t have to live through months of construction (because I’ll complete it in one weekend) and you’ll get an amazing video at the end of your family seeing their new home for the first time.”
Her approach—combining efficiency, surprise and an emotional connection—has set her apart in the competitive design world. Drawing from her Wall Street experience, Galey knew the importance of creating a competitive niche. “We focused heavily on understanding what the company’s competitive niche was. Was that company doing something different, or more efficient or more effective than their competition?” she says. “If so, that company had a greater chance of higher earnings and therefore we would invest in them over their counterparts.”

This focus on differentiation has propelled her brand to incredible heights. Galey’s Instagram account has grown to almost two million followers, and her 72-hour makeovers caught the attention of HBO Max, leading to her series, Home in a Heartbeat with Galey Alix. She has also launched product lines, including rugs, with flooring, wallpaper and furniture on the way, and she has a book under contract with Penguin Random House.
Galey attributes much of her success to her unique business model. Working intensively over a short time frame and eliminating the decision-making burden for clients, she has created an efficient, exciting and deeply personal process. “I used my concept of surprising clients to my advantage,” she says.
This innovative approach appealed to clients and resonated with millions of social media followers eagerly awaiting each new project. The videos became an organic marketing tool, helping Galey scale her business rapidly.
While the results may look effortless on Instagram, the reality of building a business like Galey’s is anything but easy. “It’s not as hard as people say—it’s actually harder,” she admits. “You will put your all into something and then have a first row seat to watching it fail. The more risks you take, the higher the anxiety you’ll battle daily. The fewer risks you take, the more sleep you’ll lose questioning if you’ve done enough. You see different sides of people that can emotionally break you down and make you question your ability to read people.”
Despite the challenges, Galey thrives on the unpredictability and growth that come with running her own business. “I’m learning new lessons daily and I hope that never stops because it keeps me evolving and I like being on my toes, I feel the most alive that way.”

Building her team is one of the most rewarding aspects of her journey. In the beginning, it was just her, working late nights and running on fumes. “The biggest difference today is that I’ve built an amazing team around me to help with these installs which means the projects are even bigger and better.”
Galey’s business has expanded far beyond weekend makeovers. Her product lines, which include rugs, flooring, wallpaper, furniture and decor, reflect her signature style and commitment to quality. The response has been overwhelmingly positive, and her rug line has already become a fan favorite.
“The absolute best part are the daily Instagram pictures I receive of people and their pets and children on the rugs. I save every single one and store it on an album on my phone because I cannot begin to explain the level of joy these bring me.”
For Galey, these moments are deeply personal. “There’s something about knowing I created something that is getting to live inside their home, with that beautiful family, and be a part of their lives in some small way,” she says. “That makes my eyes well up when I talk about it.”
Galey’s path hasn’t been traditional, but her success offers valuable lessons for others looking to build businesses. “Creating a business with a competitive niche in its sector while also being difficult for others to replicate is the key to building a successful start-up,” she advises.
She also emphasizes the importance of resilience. Building a business isn’t easy, and for Galey, the key is staying focused on her mission while embracing the challenges. “I’m definitely tired,” she laughs, “but it seems to be working. And for that, I’m deeply grateful.”