Trish Paravas is reimagining what luxury living looks like in the middle markets of Manhattan. Traditionally ignored by real estate developers, Paravas is bringing five-star hotel-style condominiums at attainable price points for millennials, Gen Z, and Gen X professionals. Starting off in Harlem, Paravas immediately sold her first condominium project.
Inspired by Manhattan’s iconic skyline and driven by a desire to navigate a field where risk is high and rules are extremely stringent, Paravas jumped headfirst into one of the most competitive arenas in business—despite having no prior experience or industry contacts. “I have always thrived on intellectual challenges, constantly seeking opportunities that push the boundaries of my brain cells. Once I master a subject, I tend to get bored—so I raise the bar. While working full-time on Wall Street and managing $450 million in projects, I simultaneously launched Fashion Week Inc., eventually achieving a successful exit from my last fashion venture,” she shared. “After learning the nuances of both finance and fashion—two industries known for their intensity and complexity—I found myself craving a new challenge. I got bored and began seeking the next intellectual challenge. So, I entered the Manhattan real estate development. **Real estate is a wolf’s market—high-stakes and unforgiving—**exactly the kind of challenge I was looking for. Every move counts, and only those who can play smart and stay grounded make it to the next round.”
Paravas’s buyers describe her projects as “the most beautiful and one in a million” condominiums. She finds that her unique advantage lies in integrating fashion into architecture, making design and aesthetic excellence a signature of her brand. “With Roche Real Estate Development, I introduced an innovative concept targeting the underserved middle-market demographic. While established developers primarily cater to affluent buyers, I identified a significant gap: middle-income buyers often face limited options where quality, style, and amenities are compromised. To address this, I created a new niche—delivering luxury living at accessible prices.”
Harlem is a historically rich yet developing region within Manhattan. Its architectural legacy is exceptional, and as someone with a deep appreciation for history, Paravas was particularly drawn to the stories behind each building. She is consistently seeking out unique, character-rich properties—with a special interest in historic churches for redevelopment. “I am especially passionate about transforming churches into residential spaces. These buildings often feature soaring ceilings, intricate details, and a profound sense of place, making the redevelopment process both meaningful for me as a developer and truly special for the future homeowners. Such projects preserve history while bringing new life to architectural landmarks,” she said.
“Unlike established developers, I had to think creatively to identify niche opportunities that would allow me to differentiate myself and build a strong position in this highly competitive real estate industry—where every project involves multimillion-dollar investments. Leveraging my background in finance and fashion, I bring a fresh and distinctive perspective to real estate development. My projects consistently sell within a week of launch, recognized by buyers for their futuristic design, superior quality, and exceptional finishes.”
Harlem continues to attract a significant number of first-time homebuyers, largely due to its relative affordability compared to other Manhattan neighborhoods. In contrast, areas such as Midtown and Downtown Manhattan command significantly higher prices per square foot, driven by limited land availability and ongoing demand. As Paravas often emphasizes, Manhattan spans only 13 miles in length, and with no possibility of land expansion, real estate values are poised to continue rising over time.
Condominiums located in Midtown or Downtown routinely sell for multimillion-dollar prices, often with high-end finishes and luxury amenities—yet buyers are frequently paying a premium primarily for location. In comparison, Roche recently developed and sold a three-story triplex condominium in Harlem featuring three private garden areas and superior interior finishes, all priced at approximately $2.7 million. A comparable unit in Midtown would typically command a price of $8 million or more, often with higher common charges and fewer outdoor features.
This pricing differential demonstrates the exceptional value Harlem offers to discerning buyers and investors. With condominium offerings in Harlem ranging from $850,000 to $3 million, buyers are able to secure high-quality residences with premium features at a fraction of the cost found in central Manhattan. As real estate prices in Manhattan continue their upward trajectory, Harlem represents both a smart investment and an opportunity for long-term appreciation. This presents a unique opportunity for emerging developers, as acquisition costs in the area are still relatively attainable compared to other parts of the city. “For a start-up company like mine, this creates a strategic entry point into the highly competitive New York real estate market, enabling us to participate in the revitalization and growth of the neighborhood,” Paravas explained.
Roche Residencies embodies this vision by offering five-star, hotel-style condominiums at attainable price points for millennials, Gen Z, and Gen X professionals. The mission is to provide the sophistication and comfort of high-end living without the prohibitive costs traditionally associated with luxury real estate. In doing so, Roche Real Estate Development redefines market expectations, setting new benchmarks for middle-income buyers in New York. In essence, Roche Real Estate Development pioneers a new standard in New York’s real estate sector—committed to delivering exceptional value and design excellence to middle-income buyers, pioneering a new standard of attainable luxury and reshaping the future of urban living in Harlem.
“For developers like me, Harlem presents a rare and viable opportunity. With more attainable acquisition costs and untapped potential, Harlem allows early-stage firms to enter the Manhattan market, demonstrate competency, and bring innovation into the market.. While others may overlook Harlem in pursuit of trophy assets, I view it as a canvas for innovative developments—rich in history, culture, and architectural character,” she added. “The reality is that real estate is a high-stakes, capital-intensive business, and I describe it as a ‘wolf’s market.’ Entry barriers are steep, and transactions routinely require access to millions in capital merely to enter the market. As a self-made female real estate developer, Harlem was the only financially viable starting point for me in Manhattan. But beyond feasibility, I was deeply drawn to the neighborhood’s legacy, character, and sense of place—particularly its iconic townhouses and historical fabric. I quickly found that Harlem wasn’t just a practical choice; it resonated with me personally and creatively. Today, it has become my favorite neighborhood in Manhattan.”
Looking ahead, Paravas believes Harlem is on the cusp of a transformational decade. Foreseeing increased interest from major brands and institutional investors, she hopes to be one of the driving forces behind that evolution—bringing think-outside-the-box concepts and design-forward development to the area. One such vision includes the development of the Studio 69 Hotel, a boutique hospitality project she intends to launch in Harlem. This project will embody the intersection of culture, creativity, and commerce, paying homage to the neighborhood’s legacy while offering a unique experience to residents and visitors alike. The project will represent not only a business milestone but also a tribute to the very neighborhood that gave her her start.