Designing a Lifestyle

Bay Magazine | Published on Jun 19, 2020 

For interior designer and business owner Donna Grimes, entrepreneurship is a family affair.

It’s a question pondered by business leaders everywhere: Is entrepreneurship learned, or is it an innate skill? For Donna Grimes and her family, it’s a little bit of both. The owner of Serenity Design and Beach Barn Boutique, Donna is an accomplished interior designer and business owner of 31 years, paving the way for her two daughters to follow in her footsteps.

A New Jersey native, Donna spent her childhood summers on LBI. After earning her degree in interior design from the Fashion Institute of Design and Merchandising in Los Angeles, and her MBA from Seton Hall University in New Jersey, Donna built a successful design business called Donna Grimes Custom Designs, serving primarily high-end clientele in northern New Jersey.

In 1995, Donna’s husband, Jimmy, purchased a marina business, and the Grimes family moved to Long Beach Island permanently. In 2002, Donna was eager to start another design business, but this time one with a storefront that offered clients the opportunity to browse textiles, fixtures and decorative accoutrements in person. She purchased the building at 1102 Long Beach Boulevard in Ship Bottom and opened Serenity Design, and has been in business on the island ever since.

“Serenity Design was born to continue to design quality homes at the beach and beyond. I didn’t originally want a storefront, but the business grew so fast, and with real estate continuously being bought and sold on the island, it made sense to offer our clients a storefront,” Donna says. “Additionally, owning a retail location affords buying power that provides clients with the best selection,” she adds.

In addition to offering a space to meet and work with clients, the storefront is a complete home design center, with furniture and products like tile, lighting, window treatments and home accessories for sale. Walk-in customers are invited and encouraged to browse the shop and learn more about the services offered by Serenity Design. Most of Serenity Design’s clients are homeowners, but Donna also partners with a group of builders working on new construction and renovations who are often looking to incorporate design from the beginning of the construction process.

While Donna doesn’t have a “signature style” that she imparts on her home—part of the firm’s dedication to true custom design, rather than a copy and paste formula that’s popular on social media today—she says her success is based on the fact that their designs are based on the clients’ personal profile. “We’re going to make your house what you want it to be,” Donna explains. Over the years, Serenity Design projects have been featured in publications like Coastal Living, NJ Home and Architect.

At Serenity Design, the definition of successful job is simple: “Knowing we made a family happy is everything. It’s all about pleasing the client and hearing them say they love it,” Donna says.

The Next Generation

In 2017, Donna’s daughter Victoria joined Serenity Design. Victoria, a trained designer who earned her degree at the New York School of Interior Design, has taken on a great deal of the business’ day to day responsibilities. “Victoria brings a fresh approach to the business. Having a second set of eyes with new ideas has been great, and her proficiency in the latest design technology and software is an asset to our company,” Donna shares.

While the future of Serenity Design includes having Victoria eventually take over the business, there are no drastic changes planned for the near future. “Our plan for the next decade is to continue giving people great service and design, and making it obtainable,” Donna shares. “We’ve been in business a long time, and with our start to finish approach to home, we make design comfortable and approachable. Having Victoria on board has brought a whole new element—she’s lighthearted yet passionate about our work, but brings youth to the table. She does a lot of things I can’t do,” Donna adds.

In addition to managing Serenity Design, the Grimes family is also the owner of Beach Barn Boutique, a gift boutique offering a wide range of antiques, accessories, homeware, clothing and more—just down the road from Serenity Design’s office. In true entrepreneurial spirit, Beach Barn Boutique is managed by Donna’s oldest daughter, Ashley. Earlier this year, Beach Barn Boutique expanded to include the Mermaid Room Coffee Bar, a chic spot for specialty coffee drinks, tucked in among the boutique’s eclectic ambience.

For the Grimes family, it seems the entrepreneurial spirit is generational—an innate skill passed on, strengthened through years of practice and observation. For those looking to start a business of their own, Donna shares the following advice: “You can’t be scared. You can’t be afraid to take the chance. You have to totally believe in yourself and also realize there’s no perfect time to start something—even during a pandemic or poor economy. People that do well in business that these opportunities to start new things.”

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The Shoppe at Serenity is located at 1102 Long Beach Boulevard in Ship Bottom. For design inquires, email victoria@serenitydesignlbi.com, and follow the firm on Instagram @serenitydesign.

Beach Barn Boutique is located at 1920 Long Beach Boulevard in Ship Bottom.  Follow the store on Instagram @beachbarnboutique.