Esther Cromwell Builds a Franchise Rooted in Respect and Representation
Esther Cromwell is living proof that one person can make a huge difference. Her journey to becoming one of the few Black founders in franchising started with a simple yet profound realization: the senior care industry wasn’t serving everyone equally.
“When my elderly, widowed neighbor needed help, I realized there were no local options that could provide the kind of care she truly deserved,” Cromwell says. “That moment stuck with me. It opened my eyes to how the system fails seniors, especially in diverse communities.”
Determined to spark change, Cromwell set out to create a space where seniors could receive care that felt personal, respectful and home-like — a place where diversity wasn’t just accepted but celebrated. In 2006, she turned that vision into reality by founding Avendelle Assisted Living, a franchise that focuses on delivering high-quality, personalized care in small, residential settings. She wanted to build a community where dignity and diversity thrive.
Cromwell wasn’t the only one who believed in her vision. Today, Avendelle Assisted Living is on track to having 35 locations open, each one bringing her mission to life.
We want our homes to reflect the communities they serve.
A Foundation of Inclusivity
From the start, Cromwell knew that inclusivity would be central to Avendelle’s mission. “Diversity isn’t just something we value; it’s the lens through which we approach everything we do,” she says. “We want our homes to reflect the communities they serve, and that means welcoming residents and franchisees from all walks of life.”
Avendelle actively recruits franchise owners from varied backgrounds, recognizing that different perspectives enrich the brand’s ability to meet the needs of seniors. Caregivers are trained to respect and accommodate residents’ unique traditions, values and preferences, from dietary restrictions to cultural customs. Locally, Avendelle partners with community organizations to provide culturally specific programming, ensuring its homes are deeply connected to the neighborhoods they serve.
Redefining Senior Care
Cromwell’s vision led to a senior care model unlike the large, institutional facilities common in the industry. Avendelle’s homes are small and residential, designed to feel more like family homes than care centers. Each home offers private bedrooms, shared living spaces and individualized care plans tailored to residents’ needs. “We prioritize comfort, independence and meaningful connections,” Cromwell explains. “Our residents don’t just live in our homes; they thrive in them.”
This unique approach makes Avendelle an attractive option for franchisees. The Raleigh, N.C.-based brand provides comprehensive franchise training, marketing resources and operational support.
The assisted living industry isn’t without its challenges, from workforce shortages to rising costs and increasing regulatory demands. But Avendelle has found a way to tackle these hurdles head-on. “Our smaller, home-like settings allow us to operate more efficiently while maintaining high-quality, personalized care,” Cromwell says. “We also provide our franchisees with tools to navigate complex regulations, so they’re never left to figure it out on their own.”
A Day in the Life of a Franchisee
A typical day for franchisees begins with checking in with caregiving staff to review updates on residents and ensure the daily schedule is running smoothly. Owners oversee operations, including meal planning, activities and safety protocols. Community engagement is another key focus. Franchisees build relationships with local healthcare providers, attend networking events and grow their referral networks. Administrative tasks, such as managing budgets and scheduling, round out the day, but the work is always rooted in the mission of providing compassionate care. “It’s a demanding role, but knowing you’re making a real difference in residents’ lives makes it incredibly rewarding,” Cromwell says.
Avendelle fosters a sense of community among residents, staff and families. Activities encourage socialization, while open communication and family-inclusive events strengthen relationships. Caregivers are supported with ongoing training and recognition. “We’re building more than just homes,” Cromwell says. “We’re building families.”
For more information about the Avendelle Assisted Living franchise, visit the brand’s website.
