So so visionary: How one woman-owned business is helping shape the future of The Switch
April 4, 2025 · Develop, The Switch, Why Birmingham
Second Avenue North is a dynamic stretch of road in downtown Birmingham, renowned for its loft district, trendy eateries and lively entertainment scene. But as you venture west along this iconic thoroughfare, a delightful pop of pink awaits at its end. There, housed in a historic warehouse at the heart of The Switch district, is So So Spiffy: Home Staging and Design.
So So Spiffy isn’t just another home staging company — it’s a testament to the power of vision, timing and the ability to see potential where others might not. At the helm of this thriving business is Barbara Cooney, an entrepreneur whose journey into design was born from her unique ability to spot opportunities and nurture them into successful ventures.
The origins of So So Spiffy
Before entering the world of home staging and design, Cooney first built a career in journalism as a broadcast news professional and, later, in TV production. For 25 years she was immersed in the world of media and high-end production. Considering her previous experience, you might wonder what inspired her pivot into a field so outside her initial path as home staging.
“It was never a lifelong passion,” Cooney remarked. “The home staging business found me because I could see results in it.”
The venture that sparked the idea, eventually fueling the creation of So So Spiffy, came about by chance. While working on a series of promotional videos designed to market luxury real estate listings, Cooney was asked to stage a home. With little more than her artistic eye and a willingness to jump in, she used her own furniture to stage the house — and it sold for $700,000 over asking price. The results spoke for themselves, and what started as a stroke of serendipity evolved into a unique business concept.
“I’m a storyteller at heart, and I think a house tells a story,” said Cooney. “I also have a real love for business – entrepreneurship, the art of a deal, all of that. That passion culminated into Spiffy, and that’s how it was born.”
Now in its eighth year, So So Spiffy has evolved from staging homes for realtors to offering a full range of services, including furniture rental for photo shoots, prop design, long-term rentals and even rental properties for people displaced by disasters.
In addition to offering design and staging services, So So Spiffy also merchandizes a furniture line that Cooney developed herself. After facing challenges with furniture supply chains during the pandemic, she decided to take matters into her own hands, creating her own line of high-quality furniture directly sourced from Vietnam.
“We’re able to cut out the middleman and offer our customers great products at wholesale prices,” Cooney explained.
The line has been a success, with the furniture arriving just in time to meet the growing demand for quality pieces in the post-pandemic boom. Still, staging homes is the bread and butter of what So So Spiffy does.
As Cooney explained, “It’s difficult for consumers to connect with empty spaces. They want to envision the place that could be their biggest purchase and see it as their home. A bare space with just four walls and a floor can’t evoke that feeling. It’s nearly impossible for anyone to see the potential, unless they have a vision for it. That’s what we specialize in, and we’ve had great success.”
Finding a home for So So Spiffy
For years, Cooney had envisioned a space that reflected her commitment to Birmingham, her love for the city and her passion for design. Having started her business in Avondale, she quickly realized that while the space was functional, her heart was always set on investing in downtown.
“I wanted to be a part of the downtown revival. I wanted to be here because this is home,” Cooney said.
But it wasn’t without its challenges. The search for the perfect commercial space, especially one that could accommodate her growing furniture business, was far from easy.
“For women looking for commercial space, it can be a little more challenging,” Cooney admitted. “I wasn’t always taken seriously when I said I wanted to be in downtown Birmingham. People would suggest spaces in Vestavia Hills or Mountain Brook, but I wasn’t interested in running a little boutique. I wanted a warehouse, and I wanted it to be in the heart of downtown.”
After months of searching for the right location, Cooney found herself growing frustrated with the lack of options. However, fate had a different plan. One day, she received a call from David Fleming, President and CEO of REV Birmingham, a place-based economic development nonprofit. While they’re not real estate brokers, REV’s team builds and maintains relationships with property owners and stakeholders to stay connected to the districts they work in.
“He called and said, ‘I know of a place that’s not officially on the market, but it might be a good fit for you.’” That space turned out to be 1218 2nd Avenue North, a building nestled in The Switch district.
The Switch: A place for innovators and creators
As Cooney began to visualize her business’s next chapter, she knew that the location would be a game-changer – and The Switch was the perfect backdrop for her growing business.
“The vision for The Switch really resonated with me,” said Cooney. “We’re a nontraditional brand, and I love being next to innovation. To me, it’s just it’s a comfortable fit.”
The Switch is an emerging downtown district that is fueling a vibrant innovation-based ecosystem, anchored by Birmingham’s premiere tech incubator, Innovation Depot. The area is equipped with a rare combination of real-estate value and resources – like the recently expanded Downtown BHM Business Improvement District (BID) – making it the place for visionaries, creators and startups to go when seeking community.
While many might see limitations in this district’s grit, this group of visionaries are driven by something greater: its potential.
“Do we have our challenges? Of course we do,” said Cooney. “But it’s the right space, and I get excited every morning to come down here.”
The real beauty of this decision was deeper than just the physical space. It was a manifestation of Cooney’s belief in Birmingham and her commitment to contributing to the city’s ongoing transformation.
With the move to The Switch, Cooney’s business took on a new life. So So Spiffy became not only a destination for exceptional home staging and design but also an example of what can happen when a business dares to challenge expectations, break boundaries and invest in its community. Cooney’s journey is a reminder that sometimes, the best opportunities are the ones that aren’t listed — the ones that require a little bit of vision and a lot of heart.
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