A Conversation with Kelly Roberts: Lighting Design and the Journey to Entrepreneurship
At LEDucation 2025, Randy Reid spoke with Kelly Roberts, principal of Primary Arc Design. Kelly, who recently ventured into the world of independent lighting design, shared insights into her journey and the exciting opportunities in the lighting industry.
Transitioning from a Corporate Environment to Running Her Own Firm
Kelly has been working on her own for the past 18 months. She reflected on the decision to take the leap into entrepreneurship, explaining that it was a life-changing choice that has been rewarding. “It’s been the most amazing experience,” Kelly said. “I’m so happy I made the decision to go out on my own.” While it took time to establish the business, she’s now finding success, with referrals from former colleagues helping her secure projects. Her firm has grown rapidly, and she has hired a few people to keep up with the demand.
Embracing Remote Work and Team Collaboration
One notable aspect of Kelly’s business model is that Primary Arc Design operates fully remotely. She plans to keep it this way for as long as possible. Despite working remotely, the team maintains close communication and collaboration, meeting regularly to ensure ongoing mentorship and teamwork. “We talk to each other every day, multiple times a day,” Kelly noted, emphasizing that the remote setup does not hinder the strong team dynamics.
Specializing in Residential Lighting
When it comes to design focus, Kelly has developed a passion for residential lighting, particularly high-end projects. “I’m very detail-oriented, which works well with the needs of residential clients,” she explained. She enjoys working on projects that require precise millwork details and creating lighting that accentuates artwork. For Kelly, residential lighting isn’t just about aesthetics—it’s about creating environments that families will enjoy for years. While much of her work is in New York City, she also works in surrounding areas such as Connecticut, the Hamptons, and Martha’s Vineyard.
The High-End Residential Market
In discussing the financial side of residential lighting, Kelly shared some eye-opening numbers. A typical lighting package for a New York City apartment can start at $100,000, and for large homes, it could reach up to $300,000. These figures reflect the luxurious nature of high-end residential projects, where lighting plays a crucial role in enhancing the overall design.
Expanding into New Markets
Looking ahead, Kelly is focused on growing her business. She’s actively exploring new markets, particularly in hospitality design. She sees similarities between hospitality and residential lighting in terms of creating atmosphere, which aligns with her expertise in both areas. She also plans to continue expanding her team to support the growing demand for her services, adding the right people to help sustain the firm’s upward trajectory.
The Importance of a Strong Team
Kelly shared that one of the keys to her success has been building a strong team. She believes having a supportive and talented group behind her allows her to focus on the big picture while trusting her team to handle the details. “I probably have the best team that I’ve ever had,” Kelly said, recognizing how much of a difference it makes in achieving her goals.
It’s clear that Kelly Roberts is not only carving out her place in the lighting industry but also paving the way for continued success with a vision that blends artistry, business acumen, and a commitment to excellence.