Building a Business Piece by Piece: The Story of Keith Mikulewich & Platinum Group Design
On this episode of Grit Won’t Quit, Tom sat down with Keith Mikulewich, founder of Platinum Group Design & Installation, to unpack his entrepreneurial journey and the grit it takes to keep evolving in business. From hanging Christmas lights on Staten Island to leading a multi-service design and installation company, Keith’s story is one of loyalty, adaptability, and taking chances—even when the outcome isn’t certain.
From Holiday Lights to Year-Round Business
Keith didn’t start his business empire with closets or audio-visual systems. It all began with holiday light installations. Back in the mid-90s, long before professionally decorated homes were common, Keith and a friend turned a neighborhood tradition into a business. Before long, they were servicing over 50 homes each year.
But when January rolled around, the big question hit: What do we do the other ten months of the year?
That’s when Keith pivoted. He recognized that the trust he built with his holiday clients could open doors for other services. The answer? Audio-visual installations—home theater systems, surround sound, and eventually Wi-Fi, camera systems, and commercial AV projects.
Growing Through Relationships and Trust
Keith quickly learned that repeat business isn’t just about services—it’s about loyalty. Clients who trusted him with their homes were eager to bring him back for new projects. Over time, referrals turned into neighbors, brothers-in-law, and entire communities calling Platinum Group.
But not every chapter was smooth. Failed partnerships taught Keith tough lessons about choosing the right people. Losing customers, watching loyalty tested by lower bids, and rebuilding from scratch forced him to double down on what mattered most: integrity and relationships.
“Trust is huge,” Keith shared on the podcast. “If someone lets me into their home when they’re not there, that means everything. That’s not something you can buy with a cheaper price tag.”
Innovation: Adding New Pieces to the Puzzle
Platinum Group’s growth has been fueled by Keith’s ability to spot opportunities.
Closets & Garages: A chance encounter with a contractor installing garage systems opened his eyes to the demand for organized, high-quality storage. Today, Platinum Group offers custom garage and closet systems—complete with floors, cabinetry, safes, and even watch winders.
Jellyfish Lighting: When Keith discovered an innovative exterior lighting system that could transform buildings for holidays, events, or everyday use, he brought it into his service lineup. Now, homes and businesses can be color-matched, app-controlled, and even lit up in team colors.
Keith sees each new service as another “piece of the puzzle” that strengthens customer relationships and creates repeat business.
The Grit Behind the Growth
What sets Keith apart isn’t just the services he offers—it’s the mindset he carries. He’s honest about the bumps along the way: difficult clients, undercutting competitors, and the stress of starting over after a partnership failed.
Still, he believes every entrepreneur—especially young ones—needs to take their shot.
“You’re going to hit some bumps,” Keith said. “But that’s the time to make all the mistakes. When you’re young, you have the time and flexibility. Eventually you’ll find something you love—and when it works, you won’t trade it for anything.”
Lessons for Entrepreneurs
Keith’s journey is a reminder that business growth rarely happens in a straight line. Instead, it’s about:
Listening to customers and evolving to meet their year-round needs.
Building trust and loyalty—because people prefer to work with those they know and respect.
Adding new services that complement existing offerings to create repeat opportunities.
Taking risks early, when the stakes are lower, to find the right fit.
Where to Find Platinum Group Design
To see Keith’s work in action, follow Platinum Group Design on Instagram @platinumgroupdesign. From luxury backyards to custom closets, his projects are proof that adaptability, grit, and strong relationships can turn a holiday hustle into a thriving business.
This podcast episode was filmed at Wingman Planning in Belmar.
