Homes with Heart

Leading the custom home competition

In 1988, a modest garage in Coffs Harbour served as the launchpad for what would become one of the region’s most respected custom home building companies. That year, a small team of three or four craftsmen, including one of the original directors, laid the foundation for Blue Ribbon Homes. 

“They started initially doing kit homes, specialising in attic-style kits,” says Phil Grace, now the owner of Blue Ribbon Homes. “These were small two-story kits they assembled and sent out.”

What began as a simple operation quickly expanded as demand grew—not only for materials but for hands-on construction. Clients started asking the small team to assemble the kits on-site. This shift marked the company’s move into full-scale project building, and soon they were offering a catalogue of standard plans, functioning more like traditional project home builders. 

That evolution eventually led to a significant turning point in 2006. “Our original owner retired in 2006, and a couple of us bought the company off him,” Grace shares. “The transition went pretty smoothly, and we’ve had it since then. Now there are two directors—myself and Greg Bull—and we now service a purely bespoke design and construct segment in the Coffs Harbour area.”

Tailored designs for every terrain

“A lot of the blocks we were building on weren’t level or standard,” Grace says. “People needed homes that would work on sloping sites or uniquely shaped land. That’s when we transitioned into a custom design and construct model.”

From that point on, Blue Ribbon Homes focused almost entirely on bespoke home designs, tailored to both the property and the client’s lifestyle. Although the company still maintains a set of standard plans for reference, they serve more as a pricing and inspiration guide than a final product. The real work begins once the client’s block is evaluated, and the ideas start flowing.

“We do everything pretty much design and construct now,” Grace explains. “The brochure gives people an idea of size and price, but after that, we’re working from the ground up.”

Accessibility by design

Among the company’s early innovations was its proactive adoption of Livable Housing Design Guidelines. “About 10 or 12 years ago, a voluntary code came out aimed at making homes more accessible,” Grace recalls. “We jumped on board immediately—our designs already had wide hallways and practical layouts, so we just increased our standard door sizes and made a few other tweaks.”

That foresight has paid off. As of 2025, only a handful of New South Wales councils enforce these standards, but Blue Ribbon Homes is already ahead of the curve. “We expect it’ll become statewide soon, and we’ve been ready for over a decade.”

Where practicality meets style

When it comes to integrating new trends, Grace keeps his builder’s hat firmly on. “Most of the real changes in homes come from selections—fittings, finishes, tapware,” he says. “But for the core design, we stay practical. I’m a builder, a carpenter by trade. If you can’t build it, there’s no point designing it.”

That pragmatic approach keeps projects economical while still offering room for creativity. “Everyone wants a little architectural flair,” Grace adds. “No one wants to live in a tissue box.”

Relationships that build confidence

Blue Ribbon Homes offers a deeply personal and highly involved client experience. With just four staff in the office and a display home hostess, the company prioritises direct contact between the client and the designer—in this case, Grace himself.

“I do all the design and sales work,” he says. “When we’re discussing plans, clients are talking directly to the person who’s sketching and pricing. It makes everything clearer and less stressful.”

This approach leads to faster decisions, better accuracy, and a rapport that builds naturally over time. “By the time clients are ready to sign, they’re comfortable,” Grace says. “We’ve already been through a lot together.”

On the construction side, accessibility remains a priority. Grace’s construction manager, Ben Smith, is known for his obsessive attention to detail—and his willingness to take client calls well outside regular hours. “He’s up at 4 a.m. and on site by 5,” Grace says. “He’s probably the best we’ve ever had on the ground.”

Loyal trades, trusted results

The secret to Blue Ribbon’s quality isn’t just process—it’s people. “That’s what sets us apart,” Grace emphasises. “Our team. Ben’s the best I’ve seen. Our admin is meticulous. Everyone here is exceptional.”

This extends to their tradespeople, many of whom have worked with Blue Ribbon for decades. “We’re up to our third-generation plumber now,” Grace says. “Tradesmen need to leave the area or retire before they stop working with us.”

The benefits of these long-term relationships go beyond the build itself. When clients need post-construction support, Blue Ribbon’s network is ready. “We go beyond statutory warranties,” Grace explains. “If something needs fixing and it’s no longer technically our responsibility, we’ll still resolve the issue.”

This loyalty extends both ways. Because the company pays its bills on time and treats its suppliers well, Blue Ribbon often gets priority access to materials—a crucial advantage during recent supply chain disruptions. “When frames and trusses were taking three months, we were getting them in a month and a half. That’s thanks to those relationships.”

The challenge of rising costs

Still, the construction industry hasn’t been without its challenges, particularly in recent years. The combination of global supply chain disruptions, labour shortages, and escalating material costs has created a volatile environment for builders across the country. “Margins slipped,” Grace admits. “It hit our clients hard. But we ordered ahead, and our relationships helped us through. We didn’t get burned like some others did.”

Grace credits much of their resilience to planning and deeply rooted relationships with trusted suppliers. “We had a system in place that meant we were ordering materials well in advance, even before the disruptions hit,” he explains. “Because we’ve been working with the same suppliers for years and we always pay on time, they looked after us. We were able to avoid major delays that set many other builders back by months.”

While clients did feel the effects through higher prices and shifting expectations, Blue Ribbon maintained transparency throughout the process. “We communicated every change,” Grace adds. “It’s not just about building homes—it’s about managing trust.”

Scaling back to do more

While many businesses chase growth through expansion into new markets, Blue Ribbon has intentionally narrowed its geographic scope in recent years. “We used to operate as far as Tamworth, Moree, Port Macquarie,” Grace says. “Now we just focus on the Coffs Coast.”

The decision to scale back wasn’t a retreat but a strategic recalibration. “It’s about managing what we can and doing it well,” he explains. “We know our region, we know our trades, and we know our clients. That allows us to deliver an experience that larger operations can’t replicate.”

By concentrating its operations within a more manageable radius, Blue Ribbon has been able to ensure every build receives the attention to detail it deserves. “We can keep our trades in work, pay our bills, and deliver homes we’re proud of. That’s enough. We’ve never been about volume—we’ve been about quality from the start.”

Built with heart and purpose

Grace admits he still gets excited about every build, and that passion is a driving force behind the company’s enduring success. “They’re all individual,” he says. “Each home is as unique as the people who will live in it. And you get to know the owners so well through the process. You want it to be perfect for them.”

This emotional connection to the work is something that can’t be faked. It’s the reason clients come away feeling cared for and confident. Despite the difficulties plaguing the broader industry, Blue Ribbon has maintained its stability and reputation by prioritising authenticity, communication, and heart.

“For us, the next few years are more about survival than expansion,” Grace says candidly. “We’ve always been about steady, sustainable growth. We’re not chasing numbers—we’re building legacies, one family at a time.”

Giving back through local ties

Community engagement has also remained a priority, albeit through the same personal, connection-driven lens. Blue Ribbon has supported junior soccer clubs, local surf lifesaving, cowboy dressage events, and even TAFE student exhibits.

“A lot of it comes through personal ties,” Grace says. “My wife was in the photography class we supported. Our cabinet maker’s kids play in the soccer team we sponsored. It’s all community. That’s how we work.”

Over 30 years of craftsmanship

More than three decades since that first attic kit home left a Coffs Harbour garage, Blue Ribbon Homes continues to operate with the same foundational values: craftsmanship, trust, and genuine care.

“Any builder can build a floor plan,” Grace says. “But what matters is how you finish it, how you treat your clients, and who you’ve got on your team. We’ve built something here that no one else has—not just homes, but relationships, pride, and a reputation that speaks for itself.”

At a Glance

Who: Blue Ribbon Homes

What: A long-established custom home builder based in Coffs Harbour, specialising in bespoke designs that harmonise with clients’ lifestyles, budgets, and the unique characteristics of their land.

Where: Coffs Harbour South, NSW, Australia

Website: www.blueribbonhomes.com.au

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