Allanna Bell, owner of Optimization Dolls (Opmdolls), which specializes in closet design, became a featured designer on a popular HGTV show, Married to Real Estate, after sending a direct message on Instagram. Bell had been a long-time supporter of HGTV stars Egypt Sherrod and Mike Jackson. After seeing a post from Jackson announcing a new season, she decided to take a shot in the dark.

“I made a joke, and I was like, ‘Yeah, you should let me do some closets,’” Bell said. Her playful comment was met with a positive response. Jackson, who had previously praised Bell’s work, liked the comment and instantly messaged her back, “and the rest was history,” she said.

This bold move led to Opmdolls designing five closets for the show. The company was featured in Episodes 4, 9, and 12, and the show was recently nominated for an Emmy.

    •    Episode 4: Featured comedian Coco Brown.

    •    Episode 9: Featured a rotating shoe rack, which was a big hit and is going viral on Instagram, Bell said 

    •    Episode 12: Opmdolls completed a full closet transformation.

Also, Bell recalled a great moment in Episode 9 where “Egypt was sitting in a chair and mentioned she had called her girl, Allanna, from Optimization Dolls. She emphasized how well we work together, which really speaks to the strength of the collaboration,” she added.

Behind the scenes

While the final product on television is polished and seamless, Bell discovered that the production process for a major network show can present challenges. Unlike her typical projects, where she has full control, working with HGTV’s production team meant navigating different priorities and a fast-paced, sometimes chaotic, environment.

“Working around a production team was hard for my installer,” Bell explained, “because they were really trying to get the job done, because we were out of town, but they had to wait until we were done filming.”  

The creative collaboration with the homeowners was a high point. One of the standout projects was designing two closets for comedian Coco Brown. Brown's home, which she and her son had escaped from a fire, held deep personal significance. Bell wanted to give her a space that felt both functional and glamorous.

For the main closet, Bell focused on creating ample hanging and shelf space. But for the smaller accessory closet, she went all out to create a special, illuminated sanctuary for Brown's handbags and shoes.

"We did a full radius in the middle, and I think that's what brought the space together," Bell explained. "The closet is so small, and I know sometimes using a radius shelf can really, really bring a space to life."

Bell's design choices included cashmere-colored wood, matte gold hardware, and a beautiful cork-like wallpaper with subtle gold tones. She also prioritized lighting, using clear glass fixtures with gold details to make the space feel luminous. Brown’s reaction was priceless. "Coco Brown's expression was enough and really made me happy," Bell said. 

Lasting impact

The HGTV collaboration has been a game-changer for Opmdolls. The exposure has been a powerful marketing tool, and Bell has seen a significant increase in her social media following and new client inquiries. She credits Egypt and Mike with being incredibly generous in their support, often mentioning Opmdolls directly on their social media pages.

"When Egypt put it on her story... 'If you like the closets from today's, tonight's episode, like, check out Opmdolls.' ...That was really nice," Bell said. 

The experience has taught Bell valuable lessons about the industry and the importance of self-promotion. She said that the time between seasons is crucial for PR and building on the momentum from being on a popular show.

"They're airing, they're putting you on their social media. This is when you're hot - run with it," she stated, highlighting the importance of seizing the moment and using social media to connect and build authentic relationships in the industry.