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Meet Nicole Roby of Downtown BHAM’s Rome Curate
Nicole Roby, a Birmingham-based entrepreneur, initially established a successful interior design business in 2019, undertaking a variety of projects including high-end residential designs, commercial ventures in Downtown Birmingham, and designs for tech companies like Shipt. Driven by a desire to expand her offerings beyond traditional interior design, Roby launched Rome Curate in the fall of 2023. This luxury lifestyle brand aims to provide a comprehensive range of products for the home and personal well-being, reflecting a holistic approach to curated living.
Rome Curate's product line is diverse, featuring custom home furnishings, decor, skincare, fashion accessories, art, and photography. The brand manufactures its own furniture in North Carolina and produces designer rugs. Roby's passion for Korean skincare, influenced by her family background, led to its inclusion in the brand's offerings. Additionally, her interest in fashion inspired the inclusion of various leather products. The brand also sources unique items from markets, such as wine glasses and luxury towels, to provide a broad selection beyond typical furniture and home decor.
A key distinguishing factor for Rome Curate is its emphasis on community engagement. Roby hosts warehouse events to foster direct interaction with customers. These events offer opportunities for individuals who might not require full design services to access specific items like chairs or sofas. The events also feature special buys, including gently used furniture and market samples, providing customers with access to good deals. These events are planned to occur monthly, reinforcing the brand's connection with its local community.
Roby offers practical advice for individuals struggling with home decoration, emphasizing the importance of starting with foundational pieces. She suggests selecting one high-quality, timeless item as a starting point, around which the rest of the room can be built. Accessories can be added later to introduce different vibes or update the room's aesthetic. This approach advocates for a gradual and thoughtful curation process rather than an overwhelming overhaul.
Looking ahead, Rome Curate is continually expanding its product categories. The brand plans to launch a headboard and upholstered bed program in early fall, alongside a variety of bedding ensembles and pillows designed to complement these new offerings. Roby's entry into interior design was influenced by her mother, who is also in the industry, and her lifelong passion for fashion. She appreciates Birmingham for its blend of big-city amenities and small-town community feel. Outside of work, Roby enjoys spending time with her family, including her husband, Chris Roby, and their three children, William, Beau, and Olivia, engaging in activities such as fishing at Lake Wedowee and family golf tournaments. She also finds time for binge-watching TV shows and follows celebrity gossip. Her favorite local shopping destinations include Children’s Edit for kids' clothing and Le Weekend for personal fashion. Favorite local restaurants include Le Fresca, Gianmarco’s, and Chez Fonfon.
Roby credits a piece of advice—that hard work leads to luck—as a guiding principle in her entrepreneurial journey, highlighting the payoff of dedication. Aside from faith, family, and friends, she considers O HUI makeup remover wipes, an eyelash curler, and lip balm as essential items. Her recent reads include "The Silent Patient," and her bucket list travel destination is Jackson Hole, Wyoming. She also highlights The Hidden Park in Crestline as a favorite hidden gem in Greater Birmingham.
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