Entrepreneur & Philanthropist
JULIE KELLEY

In the dynamic world of architecture and construction, few names resonate with as much Innovation and respect as Julie Kelley. As the co-founder and one of the visionaries behind Aerial Design & Build, Kelley has redefined what’s possible in modern building design and execution. Her New York City-based firm, now in its second decade, highlights its unique approach to integrating cutting-edge design with practical construction techniques. It has set the company apart and influenced the entire residential and hospitality industry.

Kelley’s journey began when she discovered a fascination with architecture and construction; her childhood friend’s father was a contractor. She loved to design house plans—big and small—on paper and always kept the dream of owning her firm alive. She remembered that she opted for wood shop one high school semester rather than home economics. Even then, the young entrepreneur distinguished herself as an innovative thinker with meticulous diligence.

As the years passed, Kelley found herself running an accounting firm with many high-profile construction clients who provided invaluable insights into the industry’s workings and challenges. Overseeing the office, she began to see the disconnect between architectural vision and construction realities. She noticed that there was often a gap between what architects envisioned and what could be practically built. “Design is not just about aesthetics, she told us, “It’s about creating spaces that enhance the way we live and work.”

Kelley recognized an opportunity to bridge this gap by partnering with Rupila Sethi to form a company that seamlessly integrates design and construction processes. 

DREAMS COME TRUE
In 2007, Julie Kelley co-founded Aerial Design & Build, a full- service design consulting, general contracting and project management firm based in New York City. She and her business partner Sethi quickly gained a reputation for their high-end residential, commercial, and hospitality projects. But even more, the company distinguishes itself with a commitment to personalized attention and trust, ensuring a pleasant construction experience for its clients. Of course, Kelley and Sethi faced numerous challenges, including initial funding and clients who would trust their integrated approach. But they also knew they were onto something revolutionary. Persistence and dedication paid off.

Under their leadership, Aerial Design & Build has completed numerous notable projects, from luxury residential properties to high-end commercial spaces. Kelley’s company is characterized by her innovative design solutions and commitment to quality. The Waterworks Flagship Showroom, 505 5th Avenue, 50 Gramercy Park South, and Libertine Restaurant are just a few of the properties that have redefined urban living with their dedicated design collaborations and spaces.

She believes in a comprehensive approach to building, where design and construction are not separate phases but part of a continuous, collaborative process. She says, “Innovation is at the heart of what we do. We strive to push the boundaries and deliver unique, high-quality projects. And collaborating as a team with talented architects and designers is key.”

Kelley fosters a culture of creativity and collaboration at Aerial Design & Build and believes in empowering her team to think outside the box. She also notes that some of the best ideas have come from brainstorming sessions where everyone, from interns to senior staffers, has a voice. Kelley believes a successful project “results from a dedicated team working together. Leadership is about guiding and supporting your team to achieve excellence.”

Their work has not gone unnoticed in the industry. For its role in creating the finished product, Aerial has been named Contractor of the Year and featured in numerous architecture and business publications. Aerial Design & Build has also received accolades for its commitment to sustainability. 

A PHILANTHROPIC APPROACH
But never one to remain still for too long, Julie has touched on philanthropy. One of her top missions is animal rescue in Greece. Called Let’s Be S.M.A.R.T. (Successfully Managing Animal Rights Today), this global non-profit is dedicated to addressing the stray animal problem. The animal welfare organization emphasizes thinking globally while acting locally, recognizing that each country faces unique challenges in managing stray populations.

Education forms the cornerstone of Kelley’s advocacy. She created bilingual brochures highlighting the health benefits of animals to humans, spoke at a local university, and organized an animal-themed children’s tennis tournament. These efforts paid off, with the Greece Ministry of Education approving a series of seven educational videos for use in public schools nationwide.  

HAPPY & HEALTHY
Let’s Be S.M.A.R.T. has also made strides in practical solutions. The organization has installed feeding stations in multiple municipalities, providing safe spaces for stray cats to eat while normalizing community interaction with these animals. These initiatives have helped break down the stigma surrounding strays, as locals observe healthier, well-cared-for animals in their neighborhoods.

Recognizing local communities’ financial constraints in providing veterinary care, Let’s Be S.M.A.R.T. relies heavily on volunteers and donations. The organization has initiated a veterinary internship program, allowing students to gain firsthand experience while helping the shelter cats and obtaining invaluable cultural experience regarding the stray animal challenges.

The impact of Let’s Be S.M.A.R.T. extends beyond animal welfare. She has observed a shift in community attitudes, with people becoming more accepting and supportive of efforts to care for strays. The organization’s success is evident in the thriving outdoor strays that greet them daily and the numerous cats placed in loving homes.

As Aerial Design & Build and Let’s Be S.M.A.R.T. continue to soar to new heights, one thing is clear: the landscape of tomorrow will be shaped by visionaries like Julie Kelley, who dare to challenge the status quo and reimagine what’s possible in the world of design and construction.

We recently met with Julie Kelley to learn more about this fascinating woman and her company.  

Describe some initial challenges you faced when starting Aerial Design & Build and how you overcame them.
One of our inspirations for starting Aerial was to create a women-owned firm that reflected our overall vision of seeing the whole project as an aerial view. Initially, some would assume we were just the designer rather than the general contractor, but it became clear once they could see the results.

Could you provide examples of innovative techniques or technologies that your company uses?
Throughout the years, we have continued to learn and add the best practices possible. One of our attributes is the organization of our projects, for which we utilize the construction program Procore. We are also very communicative, and Rupila and I are always copied on all project emails to have an overview. We also have our office protocol for a new project, and project packages are prepared for the project managers.

What fundamental values do you try to instill in your company culture?
Our company has a talented team that we treat like family. Our hardworking team always wants to do the best job for our clients. We also keep as good relations as possible with all parties (i.e., architects, designers, owners, building management, vendors, etc.). A team approach is a successful way to work on the project from beginning to end.

Can you share how Aerial Design & Build has influenced the broader architecture and construction industry?
The trust we instill with our clients and the high level of communication can carry on for our reputation. When other firms learn about Aerial, we hope they also wish to provide their clients with the same level of professionalism. The “contractor” can often have a problematic reputation for not completing projects, etc.; we hope all contractors in our industry avoid this.

What are your thoughts on the future of architecture and construction? Are there any emerging trends or technologies you’re particularly excited about?
The market has been very favorable to renovation works in the past years, and since COVID, many lifestyles for work have changed. This has given us an added mindset to consider when discussing possibilities with our clients. We also see that even commercial spaces are much more employee-friendly, with more common areas for them to utilize. I think this all gives a win/win approach to our lives, and hopefully, we create more peace and happiness in whatever setting one is in.