The Story Behind New Jersey’s Full-Service Interior Design-Build Firm

Design-Build Interiors from Concept to Completion

From 1989 to Today: The Design Alternatives Story

What began at a kitchen table has grown into one of New Jersey’s most experienced and trusted interior design-build firms. Design Alternatives was founded on a simple but ambitious promise: to guide projects from concept to completion, all under one roof. That promise has held steady through 35+ years, hundreds of commercial spaces, and more than five million square feet of space designed.

We’ve designed the spaces people live, work, and gather—including senior living communities, healthcare clinics, hospitality brands, office spaces, and active adult communities.

Our Team

Chris Welch

CEO & Principal

Keri Tickle

Lead Interior Designer

Kelly Lipfert

Procurement & Operations Manager

George McGuire

Construction Manager

Lorraine Kuldanek

Staff Interior Designer

Merielle Jurlina

Staff Interior Designer

Jenna Messemer

Interior Designer

Anne Johnston

Senior Relationship Manager

Noel Miñoza

Business Operations Analyst

Our Founder

Carrie Fusella

Carrie Fusella was a leading interior designer with over 35 years of experience in health care, hospitality, and commercial spaces. She believed that form must follow function—crafting spaces that were not only beautiful but also adaptable, durable, and truly practical. With a background in construction management and partnerships with top furnishing manufacturers, Carrie developed a business that created inviting common areas, balancing aesthetic appeal with real-world functionality. Carrie’s spirit of innovation and client success continues with the team today.

Two Crafts, One Vision – The Start of Design Alternatives

Before there was a design-build firm, there was a shared idea: that thoughtful design and expert execution shouldn’t live in separate silos. Carrie Fusella spent nearly a decade working in furniture and design, but kept running into the same obstacle.

Clients wanted more. More guidance, more services, and a partner who could take ownership of the entire process—not just the layout or the furnishings.

Carrie’s husband, Ralph, was a contractor by trade and saw the same gap. So in 1989, the two combined their skill sets, launching Design Alternatives from their home with a full-service model that delivered interior projects from end to end.

By uniting design and construction under one roof, projects moved faster, communication was easier, and costs stayed lower. Fewer teams to coordinate meant fewer delays, fewer surprises, and better value for every client.

Carrie led design, purchasing, and client vision. Ralph handled construction and installation. Together, they laid the groundwork for a business built on accountability, trust, and results.

Building Our Legacy

Some of DA’s earliest jobs were homes. But it wasn’t long before commercial opportunities came calling. Holiday Inn marked our first major commercial milestone, followed by the Springpoint Senior Living network.

A small but scrappy team, Design Alternatives earned repeat work by delivering great results—often with Carrie on site herself, managing final installs and touch-ups. As demand grew, they opened a showroom in Toms River to make materials selection faster and more hands-on for clients.

Over time, the firm narrowed its focus to commercial interiors, becoming a go-to design-build partner in senior living, hospitality, healthcare, and workplace design.

Adapting for the Future

In 2020, like many others, the firm faced a turning point. Design Alternatives had always self-performed installation work with an in-house crew, but labor disruptions, material shortages, and unpredictable timelines required a new model.

The team shifted to a general contractor model, building a deep bench of trusted subcontractors, some of whom started as DA crew members. Today, Design Alternatives works with more than 25 vetted partners across the state of New Jersey, scaling teams based on scope while preserving the same single-partner accountability clients have relied on for decades.

Refining Our Approach and Establishing The DA Way

In mid-2025, Design Alternatives formalized its process into a framework now known as The DA Way—a step-by-step method to ensure clarity, consistency, and confidence across every project.

Define

We start by listening—understanding your facility, users, goals, and constraints.

Design

We translate your vision into detailed, code-compliant plans that blend style, clinical functionality, and practicality.

Procurement & Planning

We source durable furnishings and materials designed for senior use, while managing schedules and vendor coordination.

Installation & Execution

We supervise every step of construction and installation to minimize disruption and ensure quality.

Close-out & Support

We deliver your finished space with clear documentation, future maintenance guidance, and a team that’s still just a call away.

With our expanded partner network and showroom resources, we’re able to support larger, more complex projects while still delivering the speed, hands-on service, and thoughtful design we’re known for.

Crystal Point Yacht Club

Regency at Monroe

Where Design Meets Craftsmanship: Our Completed Projects

Design has to do more than look good—it has to work hard for the people who use the space. From senior communities and medical clinics to hospitality spaces and prestige offices, we create interiors that flow well, last, and look as good as they function.

The Monmouth

Port Liberté

The DA Timeline

1989 – The Beginning

Carrie, with a background in art and interior design, and Ralph, a contractor, launch Design Alternatives from home. From day one, they embrace a “conception to completion” philosophy—handling design, purchasing, and installation under one roof.

1995–1996 – First Major Commercial Projects

Holiday Inns in Toms River and Hasbrouck Heights mark DA’s entry into large-scale hospitality.

Late 1990s–2007 – Commercial Shift

The firm gradually transitions from residential to commercial interiors, building expertise in hospitality, senior living, and healthcare.

2003–2005 – Hospitality Relationships Expand

Partnerships grow with Radisson, DoubleTree, Days Inn, Hilton, and Holiday Inn Express.

2004 – First Showroom Opens

A 2,100 sq. ft. showroom in Toms River gives clients a place to see and select materials firsthand.

2011 – Showroom Expansion

The showroom doubles in size (to 4,500+ sq. ft.), becoming the largest in Ocean County.

2020–Early 2024 – Retooling for Resilience

COVID disruptions push DA to retool from an in-house crew to a general contractor model, partnering with a vetted network of former installers turned subcontractors.

2021 – The Mobile Showroom Launches

DA takes its design experience on the road, bringing samples and selections directly to clients for faster, easier project decisions.

Mid-Late 2024 – Legacy & Transition

By 2024, founders Carrie and Ralph Fusella were ready to pass the torch. After a 35-year legacy with a portfolio that spans renovations of NJ landmarks, including The Essex & Sussex, Crystal Point Yacht Club, One Willow, Winchester Gardens, and Port Liberté. After a multi-year search, they passed the torch to Chris Welch and his leadership team.

Late 2024 → Late-2025 – Transition & The DA Way

A generational handoff can blur identity. We treated it as a design problem. Carrie, Ralph & the leadership team documented what made the company great into a clear operating playbook we call The DA Way. The process protects our legacy so clients experience continuity rather than disruption.

2026 – A New Chapter

Since the transition, our growth has accelerated, and our team has expanded, supporting 100+ tradespeople across the state. We aim to be New Jersey’s premier commercial interiors partner. We remain committed to craft, accountability, and “down-the-middle” pricing, as we achieve on-time & on-budget delivery for our clients.

Ready to Bring Your Vision to Life? Talk To Our Designers.

We’ve helped hundreds of clients design interiors that feel better, function smarter, and stay on schedule. Whether you’re looking to start something new or reimagine your current space, our team is here to guide you from the first sketch to the final install.

Let’s talk about what’s next.