Business Creating spaces with a Black aesthetic

By Chris Juhn Staff Contributor

“Starting my business was a natural extension of my lifelong passion for architecture. It was ignited when my parents began building a new home back in 1996,” said 39-year-old Jernell Rochelle, who opened 5enses Design and Home Staging in 2019.

“I was just a 12-year-old kid,” she recalled, “but I was so excited when they asked me to help choose finishes, paint colors, and flooring. That experience made a lasting impression on me, and right then and there I knew I wanted to be an architect.”

The company, which is located in Minneapolis’ North Loop warehouse area, provides interior design, home furnishing, and real estate services to residential clients and businesses, with a focus on sustainable materials and solutions that incorporate all five senses—sight, sound, touch, scent, and even taste.

MSR: What inspired you to start your business?

JR: The idea of transforming spaces has always inspired me. Even now, when I work on creating a customized layout for a client, that same feeling of excitement rushes back. It’s a remarkable sensation when an idea that started on paper becomes a tangible, beautifully crafted structure that will change the lives of the people who live in it. There’s really nothing quite like it.

That’s why I decided to launch my own business—to have the freedom to bring my ideas to life and create functional, meaningful spaces that leave a lasting impact. It hasn’t always been easy, but the satisfaction of seeing my clients’ dreams become a reality makes every challenge worth it.

My goal is to continue pushing boundaries, designing spaces that blend aesthetics, functionality, and the unique needs of every individual, while making a positive difference in the world of design.

MSR: How does your business impact the community?

JR: My business is all about making a positive impact on my community. Approximately 75 percent of the projects I take on are dedicated to helping hard-working individuals and families transform their spaces into something truly special. There’s nothing more satisfying than knowing I’ve played a part in creating a home that brings pride and having the opportunity to let clients build cherished memories.

Beyond the joy of designing beautiful spaces, my work also has a deeper significance. As a Black woman designer in the Midwest, I’m proud to be part of changing the narrative and breaking down barriers. Representation matters, and by showcasing my skills and passion, I hope to inspire others who may not see themselves reflected in this industry.

In addition to my design work, I am also a realtor. This role allows me to help clients not only find their dream home, but also transform those spaces to align with their unique vision. It’s a rewarding experience to witness the full-circle journey of helping people purchase their homes and then seeing their spaces come to life through our collaborative efforts.

Ultimately, my business is a reflection of my commitment to serving the community. By providing exceptional design services, promoting diversity in the field, and helping individuals create homes that bring them joy, I strive to make a meaningful difference in the lives of those around me.

MSR: What is your most popular service?

JR: I often find myself receiving requests from home- owners who are eager to repurpose their space for the future. Whether it’s creating a fun and inviting space for family gatherings or giving a fresh facelift to tired rooms, I take great pride in designing solutions that not only enhance functionality but also breathe new life into a home.

My mission is to provide my clients with spaces that truly reflect their aspirations and accommodate their plans. These transformations have the power to improve their daily lives and create spaces that are both aesthetically pleasing and purposeful. It’s this approach that drives me to find innovative and practical solutions, ensuring that each client’s journey towards their ideal space is a fulfilling and memorable one.

MSR: What has been your biggest challenge in your business?

JR: The biggest challenge I faced as a business owner was finding a work-life balance, especially as a mother of five children. Juggling the responsibilities of nurturing my babies and nurturing my business can be incredibly exhausting. Countless sleepless nights have been spent working late while everyone else is asleep.

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But when you have a clear vision and a burning passion, you somehow find the energy and determination to make things happen. No matter how long it takes, I’m committed to seeing my projects through to perfection. It’s all about finding the right balance, making sacrifices, and prioritizing both my family and my business, so that I can create a fulfilling life for myself and provide for my loved ones.

■ See BBS on page 11