Whether the discerning client is in search of an overhaul or a complete total backyard transformation – in the form of installing pools, spas and other Outdoor Living Projects, Shelly Claffey and her devout team at Claffey Pools offer a full range of services, such as innovative 3D swimming pool designs, new pool and remodel swimming pool construction, service and retail. Shelly’s leading role in this endeavour makes her a proud recipient of the Women in BUILD Award, and she shares her entrepreneurial success as the Best Woman-Co-Owned Swimming Pool Construction Company in Texas with BUILD Magazine.
Our overall mission’ states Shelly, ‘is to provide a backyard environment that brings peace, reflection, and serenity to our clients, with unsurpassable commitment to quality.’ This obsession with excellence, and a certain fanatical attention to the customer experience, provides much of the driving force with which Claffey Pools pursues its company vision and demonstrates its mission on a daily basis.
‘We treat our clients like family,’ Shelly expands, ‘and we make a special effort to really become educated on their lifestyle, so that we can provide them with an overall concept and direction in which they can achieve a tranquil escape to their everyday life.’
To accomplish this, Shelly employs a team of talented designers and experienced foremen, whose enhanced knowledge of construction and design principles afford the company an effective position from which to make every project a great experience, and a beautiful, functional, working piece of art.
The moral and ethical strength of the company is best personified through Shelly’s dynamic leadership role – maintaining a healthy, constructive internal work culture with employees, as well as effective liaisons when dealing externally with customers and the community,
Having established themselves in Southlake, Texas, as a provider of full-end services revolving around pool and Outdoor Living construction, Claffey Pools has emerged as a highly noticeable presence. In particular, Shelly is determined to unite her family-run company as a leading player in the empowerment of women in a business that was a male oriented business years ago. ‘Women in this industry excel with their creative skills, and engage with the women of the house more in today’s world,’ she says. This comes as an especially prominent theme where Shelly’s own company values are concerned. Her position on empowering her employees brings with it a triumphant set of core values that she applies to her work at Claffey Pools: passion, talent and integrity.
These are especially important things for Shelly to consider, as she rigorously upholds her company values when considering her wider market. ‘We have enjoyed some definite growth spurts,’ Shelly begins. ‘Our business model is unique in that we can effectively serve a 75-mile radius that includes Greater North Texas out of our office here in Southlake. We really take each job as they come, one at a time, so that we can make each experience as best as it can be – a truly unique end product that the client can be proud of and can really enjoy having as a part of their home.
Additionally, Shelly identifies energy consumption as perhaps a major factor that has determined their success over the past several years, and has proven to save approximately over 50 per cent of all electricity costs on every swimming pool. ‘We chose to completely reconfigure all of our systems and technologies, so that we can design pools for our clients that they can then run continually over longer hours while using less energy.’ Shelly expresses her excitement at this new development as it spells out a more sustainable long-term future for her enterprise.
‘We have introduced new LED lighting for the pools, as well as variable speed pumps, a combination of ozone and ultraviolet lights to increase sanitation, and an all-new plumbing schematic that allows water to circulate better in the pool. It is very important to us that we maintain a high standard of sanitation in our pools, so using these innovations in various combinations is the best way for us to build these pools in the correct manner.’
A lot of these dynamics will be expected to change the industry in ways that a lot of Shelly’s competitors will not have enacted upon. As such, she is proud to consider herself and her company to be leading forces in this industry when it comes to embracing change, and this underlines a demonstrable embracing of avant-garde approaches. Far from settling into complacency at the pinnacle of the market, Shelly’s dynamic leadership helps to maintain a proactive stance in the company, and this allows Claffey Pools to remain innovative, and to come up with the best possible solutions to their client’s needs.
‘I truly enjoy making client connections,’ Shelly explains. ‘I truly love helping my customers to see the overall vision that we work on very hard in order to execute it. It is all about relationships and doing what you love to do. I am passionate about my work, and am at my best when I am connecting and creating.
‘My job,’ Shelly concludes, ‘is to connect with my clients, understand their needs and then design their vision and dream. My reward comes from breathing life into their dreams, and seeing the vision become a reality.’