Lilium builder feature: Bringing personality, warmth, and thoughtful design to the Triangle

If you’re looking at new homes in the Triangle, it’s easy to recognize a Lilium Homes design.

A Lilium home has dramatic lighting selections. Unexpected pops of color. Architectural accents that feel custom instead of cookie-cutter. And overall, they feel like they’re designed by someone who truly understands how people live.

For Juana Martinez, co-founder and managing partner of Lilium Homes, that’s exactly the point.

“I want a home that can suit the lifestyle that I want — and not just for me, but for anybody who buys our homes,” she said. “The house is going to be functional, with modern touches. I have young kids, so I think about that perspective — what does a family want? That’s the thought process that goes through my mind when I’m designing the aesthetics of the home.”

Just as importantly, she explained, a home should be a soothing, comfortable place. “We want this home to feel as if you were walking into Grandma’s home,” she said. “We want this to be a nice home regardless of the price point.”

Founded in 2019, Lilium Homes was built on a collaboration between family members with complementary skill sets and a shared vision for creating homes that blend modern aesthetics with practical everyday functionality. Martinez and her husband were already involved in residential construction and concrete work, while her uncle brought decades of experience in the construction industry and home design.

Together, they created a company that has quickly developed a recognizable identity throughout the Triangle and surrounding areas — one centered around intentional design, approachable luxury and homes filled with character.

While many modern homes can feel cold or overly minimal, Lilium Homes said their functional-meets-modern design shows up in the spaces where buyers interact with intention: usable mudrooms, thoughtfully placed pantries, durable flooring selections, practical layouts, and lighting plans that elevate each space without sacrificing comfort.

As both a designer and a mother, Martinez approaches each home through the lens of how families actually live inside their spaces — from where children drop backpacks after school to how lighting affects the mood and functionality of a room.

“As the person doing the cooking, I see things differently,” she explained, describing the collaborative design process between herself and her uncle, who creates many of the company’s floor plans. “Sometimes it may be as easy as moving a pantry door from one side to the other.”

That real-life perspective has become one of the company’s defining characteristics, resulting in homes that feel elevated without feeling untouchable.

One of the most distinctive aspects of a Lilium home is that no two feel exactly alike. Martinez embraces bold choices, layered textures, and moments of personality that many production builders avoid. For example, she’s designed homes featuring green kitchen islands with gold accents, dramatic black cabinetry balanced by warm finishes, and carefully curated lighting selections sourced from everywhere from specialty retailers to online finds and local suppliers.

“We hear the term ‘builder-grade fixtures,’” she said. “You don’t get standard builder-grade fixtures with my homes.”

That attention to detail hasn’t gone unnoticed. During last year’s Franklin County Parade of Homes, Lilium’s “The Alma” in Cedar Knolls received a perfect score — the first home in Franklin County Parade history to do so. Judges specifically highlighted the home’s lighting design and office space as standout features. Martinez explained that those details matter deeply because they shape how a home feels long after move-in day.

Martinez said they are proud of their ability to make a Lilium home feel custom and high-end across a wide range of price points. Whether building a smaller lake home or a larger luxury residence, they prioritize quality materials and intentional design choices throughout every build.

“We try our best to provide the same quality home regardless of the price point,” she explained. That means using the same local custom cabinet maker for both a $300,000 home and a million-dollar home, all while adjusting scale, finishes, and design elements strategically to maintain value.

Martinez said that philosophy has resonated strongly with buyers, particularly second- and third-time homeowners who are drawn to homes that feel personal, distinctive, and thoughtfully curated.

“They want something different,” she said. “But they don’t necessarily know what that difference is.” That’s where Lilium thrives.

While many builders focus heavily on pre-sales and customization, Martinez said approximately 90% of Lilium’s homes are spec builds — a decision that has allowed the company’s creativity and design identity to flourish.

Rather than overwhelming buyers with endless decisions, she curates cohesive interiors that often introduce homeowners to ideas they may not have selected on their own. For example, she said recent buyers fell in love with a Lilium Homes’ green kitchen island and matching hood accented with gold — a design choice they admitted they never would have picked themselves.

“They said, ‘This is not something we would have ever chosen, but we love it,’” she said, adding that the ability to push design slightly outside the expected while still creating warm, approachable spaces has become one of the company’s defining strengths.

Martinez said Lilium Homes has a deep sense of gratitude and responsibility that they put into their work. As a family-owned company built by immigrants, she said they view homeownership as something profoundly meaningful.

“We understand that purchasing a home is the largest investment many families will ever make,” she said. “You’re not just another number to us.” It’s a perspective that influences everything from material selections to customer relationships and the care invested in each project.

As the Triangle continues to grow, Lilium Homes is carving out a unique space within the market, and it’s one where modern design feels welcoming, attainable, and deeply personal.