| Ceerose
Ceerose | DISTINCTIVE
| Ceerose E QUALITY
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| Ceerose
Ceerose | Ceerose is a dynamic and progressive developer and builder that has been operating in Sydney since 1998. Over the years, they have continually refined their business strategies, remaining ahead of market trends and delivering optimal results every step of the way. Today, they offer an integrated approach to construction projects and development joint ventures, and enjoy longstanding partnerships with a variety of clients and stakeholders. “We’ve established a strong reputation in the building and construction industry, and we’ve been acknowledged by our peers as being a respectable and knowledgeable organisation,” says Edward Doueihi, Managing Director at the company. According to Edward, Ceerose has earned that recognition by delivering projects that set benchmarks for quality in design, construction, and finishes. “When you walk into a Ceerose, you can’t help but be impressed,” he says. The company’s reputation also comes from forming close-knit relationships with clients. On every project, Edward says they take a “partnering approach,” which allows Ceerose to understand their client’s needs and goals, and to identify optimal solutions that meet their client’s design intent and budget. As a result of their skill and ability – combined with their focus on collaboration – Ceerose has grown steadily and consistently
| Ceerose in not just prestige, but size as well. From a business based out of founder Edward Doueihi’s house, they have grown to become a premier company with more than 40 employees based in an established office in Petersham, whilst building a brand new 1300 square metre office in Willoughby to accommodate their growth. “We are a forever expanding business, and we’re always looking for new opportunities,” Edward says. “We want to continue to be recognised as one of Sydney’s most luxurious builder-developers.”
Ceerose | Over the years, Ceerose has developed unparalleled knowledge and expertise in high end residential construction, and demonstrate that expertise on every project they do. The Eliza project at Nos. 141 – 143 Elizabeth Street has won numerous industry accolades, including being named the Best Medium Density Residential Development in Australia by the 2014 Urban Taskforce Development Excellence Awards. It has also won the National MBA award for High Rise Apartment Building, the ASIA Pacific Award for Architecture Multiple Residence Australia, a UDIA NSW Award for Design and Innovation, and several others. Priscilla Doueihi, Marketing Manager, says the Eliza project has won every award it was submitted for. “We take on the projects that other businesses find difficult to build,” Priscilla says. “There were four or five other builders that had bought that property and couldn’t find a way to make it work. Ceerose came in, solved the problems, and got the project out of the ground.” One of the problems was the tiny 280 square metre infill site where the Eliza project started its life. Where other companies backed down, Ceerose successfully stepped up and transOVERCOMING CHALLENGES
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Ceerose | formed that site into one of the city’s “most remarkable and meticulously crafted residential projects,” according to the Urban Taskforce judges’ comments. Eliza comprises 10 two-bedroom apartments, eight whole-floor apartments, and a three-storey penthouse with four bedrooms and multiple indoor and outdoor living areas. The design uses “liquid architecture” to mould the façade, allowing for each level in the building to be unique and distinctive. Urban Taskforce judges defined the project as “an iconic CBD landmark.” That description is typical for Ceerose projects, explains construction manager, Roy Massoud. “There are a lot of people who can drive around Sydney and they automatically know the projects that Ceerose has worked on because they’re so unique and different from the rest.” Over the last few years, as Ceerose has picked up more work as a builder for external clients, their reputation for distinctiveness has not diminished. It’s a busy residential market in Sydney, so roughly 70 per cent of the company’s work is now being done for other developers, but they find a way to make each project stand out. “We choose the clients we work for and the
| Ceerose projects we’re going to build,” Roy says. “We won’t deliver anything that doesn’t meet our standards of quality.” According to Roy, those standards are what draw clients to Ceerose in the first place. From there, it’s their customer service that keeps those relationships strong and makes them long lasting. “We identify the client’s needs and expectations, and then we meet them,” Roy explains. “We also put ourselves in our client’s shoes, since we’re developers too. We try to maximise their profits, explore opportunities to add value to their project, and then deliver on those opportunities.” The management of Ceerose is also very hands-on, Roy adds, which gives clients a high level of comfort and confidence. “Our Managing Director isn’t one of those guys that shakes a client’s hand at the beginning and then doesn’t see them until they shake their hands again at the end,” he explains. “He’s heavily involved in all phases of the project, from the design, to the construction, to the handover.” Roy joined Ceerose seven years ago, quickly recognising that the business was growing and evolving, and that there was a lot THE BEST SERVICE
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Ceerose | of opportunity within. At the same time, he was also attracted to the company’s familial orientation. In a more corporate environment, he says “you just become another number,” but at Ceerose “everyone knows and appreciates what you do.” Roy says most of Ceerose’s team joined the company – and have stuck around – for similar reasons. Plus, he reiterates that the work is interesting. “Our projects are all unique in their own way,” he says. “They’re not your typical massturnaround residential projects. They are all high quality and interesting, and it’s good to be part of that.” Ceerose also enjoys strong relationships with their roster of suppliers and subcontractors, many of whom work with the company on an ongoing basis to deliver a quality and consistency of outcome. Moving forward, Ceerose aims to maintain those strong relationships with subcontractors, and with their help continue to build on the company’s achievements. Currently, the company is involved in developments in Camperdown, Pyrmont, Haymarket, Willoughby, Dulwich Hill and Leichhardt, which are all ready to be delivered in the near future. The Mint in Willoughby, for example, com-
| Ceerose prises 104 apartments across five levels, plus commercial floor space. Similar to Eliza, it will feature a bespoke design of 58 different layouts with no two floors the same. The Mint has studio, one, two, and three-bedroom apartments available, and construction scheduled to commence later this year. “We want to keep providing apartment living for the Sydney market,” Roy concludes. “And we want to be regarded as one of the highest quality boutique builder-developers in Sydney.”
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