The Yorkshire developer taking on Hollywood with a different approach to luxury homes
A decade ago, Rowan Kelshaw arrived in Los Angeles knowing almost nobody and wondering whether he had made a huge mistake.
Now the 33-year-old Yorkshireman is developing multimillion-dollar homes in one of the world’s most competitive luxury property markets and advising international investors and institutions.
Rowan moved from Harrogate to California in 2016 after spotting an opportunity to acquire the Los Angeles franchise of a luxury marketing network business he had operated in the north of England and Scotland.
The decision was a leap into the unknown. “I remember the evening I landed and I regretted it immediately,” he says. “I didn't know anyone. It was a Saturday night and all my friends were texting from Harrogate saying they were going out and I thought I'd made a big mistake. But looking back, it was the best thing I ever did.”
After studying business management at university in Leeds, Rowan initially began a marketing career, working with premium brands and high-net-worth clients. The experience proved invaluable when he entered the property sector.
“I always liked the idea of working for myself and I always had an interest in property and design,” he says. “What I didn't realise at the time was how much I would become interested in the design side of development and how people experience homes.”
Once in Los Angeles, Rowan quickly found himself immersed in the city's booming luxury residential market, working alongside experienced developers and contractors.
Over the past decade he has managed projects on behalf of private clients, family offices, investors and institutional lenders, gaining experience across residential, hospitality and mixed-use developments.
Among the most notable projects was the restoration of a home designed by mid-century modern architect Richard Neutra.
Rowan helped source the property for a client before overseeing a comprehensive renovation that preserved its architectural character while modernising the interior. The project attracted significant media attention and featured in major architecture publications.
Most of his work, however, took place behind the scenes. “Many of the projects were for high-profile individuals or businesses under non-disclosure agreements,” he says. “The architects and owners would often get the credit, which is absolutely fine. It gave me exposure to some incredible projects.”
Now he is stepping into the spotlight with PREMISE, his new development and advisory business.
Alongside advisory work for investors, lenders and developers, Rowan has begun investing in and developing his own projects. His first completed development has just hit the market in West Hollywood with an asking price of $3.9m (£2.9m)
The project reflects a philosophy that sets him apart from many competitors in a city known for its huge trophy homes.
Rather than chasing maximum square footage, Rowan believes quality design, architecture and materials create greater long-term value. “In Los Angeles everyone seems to try to outdo each other on size,” he says. “You regularly see homes listed for more than $100m. They don't really feel like homes anymore. They feel more like hotels or museums.
“We wanted to do something different and focus on thoughtful design rather than simply building the biggest house possible.”
His flagship development sits on a site of just 2,700 sq ft – tiny by Los Angeles standards – yet competes with homes on plots twice the size.
The property includes a swimming pool, rooftop terrace, soaring ceilings and high-end natural materials more commonly associated with homes worth several times the price.
Travertine stone runs throughout the ground floor and pool deck, while white oak joinery and premium fixtures feature throughout the interior.
“We've used materials and finishes you would typically find in a $10m, $15m or $20m home,” Rowan says. “We're trying to prove that people don't just buy houses based on a spreadsheet or price per square foot. They buy them based on how they feel when they walk through the door.”
Rowan admits it challenges conventional thinking in the LA market. “We're asking a much higher price per square foot than the neighbourhood average, so it's definitely a risk,” he says. “But we've had really positive feedback because people recognise the difference in quality.”
Despite spending the last decade in California, Rowan says his Yorkshire roots continue to influence his work. He recently returned home for the first time in more than two years to visit family and friends. “Every time I come back I appreciate Yorkshire more,” he says.
He also believes British homes often possess a character lacking in many American properties. “Some of the houses in Los Angeles are incredibly impressive, but they can feel quite sterile,” he says. “One thing I miss about England is that sense of home and character and that’s something we’re trying to bring into our development projects.”