Bedding Down on Princeton Avenue with Valerie Dillon, George Bass, and Hästens 

Rogers Healy and Associates listing agent Valerie Dillon has created quite a buzz with her Princeton Avenue listing, a luxurious Highland Park traditional home. 

That buzz began with engaging George Bass to stage the 7,329-square-foot home because the George Bass Stage & Design team’s work is always buzzworthy. 

We all know Dallas is really a small town. Everyone knows everyone, so it should not surprise us that the collaboration on this home unfolded so beautifully. Bass had been doing business with Bradley Belen, the Hästens Dallas + Houston owner, for some time.

“We are in the same industry talking to similar clients, so we end up doing some fun collaborations,” Belen said.

Dillon was introduced to Belen a few weeks before she received the Princeton listing, and they began brainstorming about possible collaborations.

“I said you should put a bed in the next luxury staging and co-market,” Dillon said.

When she received the Princeton listing, she called Belen. He asked what staging company was involved. His pre-existing relationship with Bass meant this was a slam-dunk collaboration. In less than 24 hours, the George Bass Stage & Design team had a Hästens drēmər bed and headboard installed in the Princeton principal suite.

Let’s Pull Back The Covers on Hästens

Hästens is a Swedish family-owned business that has been making what most people consider the best mattress in the world for six generations. It’s the mattress of choice for A-listers, from Beyonce and Drake to Angelina Jolie and the Swedish royal family. It’s even been featured in the hit Netflix series “Emily in Paris.”

So what’s the big deal? Quality. We buy a custom luxury home like 3513 Princeton Ave. for $6.2 million because of its quality. The same reasoning applies to purchasing a mattress that retails for over $100K. 

Sleep has become a commodity, and it is now the most important one in our lives, affecting not only our physical and mental health but also our economy. According to a study by the Rand Corporation, up to $680 billion is lost every year across five OECD countries due to insufficient sleep.

It all begins with a beautiful, luxurious home on a tranquil street. No blaring horns or bright lights will disturb your peace in this five-bedroom, six-and-a-half-bathroom traditional. When I first saw the photos of Princeton, the first word that came to mind was serene. It’s a rare quality in today’s real estate, and it’s a delight to find a property that exudes such a calming atmosphere.

Princeton Has Something We Don’t Find Often — Serenity

Bass put it beautifully: “Princeton is a sweet melody,” he said.” It’s demure, like the lady on the front row of the fashion show with her ankles crossed. We staged it with a modern attitude but with traditional values. It made sense to use a Hästens bed here because they are also about quiet luxury. Because of the price point of the house, it’s part of the allure of what the lifestyle is here, living life to its fullest. Someone who will live here wants to come home to one of the most luxurious beds in the world.”

Of course, staging a home appropriately and collaborating with those who help to bring that inspirational view of a desired lifestyle is key.

“You have to think out of the box on marketing now,” Dillon said. “Something as simple as this has created a buzz and been fun.”

Not only will 3513 Princeton Ave. inspire you, but it’s going to make life so much easier. It’s only an eight-minute walk to Armstrong Elementary and Hackberry Creek Park and a three-minute drive to all the shops and dining options on Knox Street.

Dillon has 3513 Princeton Avenue available for $6.2 million. No, it does not include the fabulous Hästens bed!