It began with blocks of LEGO – but not the themed city, castle or pirate sets.
“I didn’t like the kits. I thought they were very limiting and were telling me what to do, and I didn’t like it,” recalls Genevieve Krahn. “I played with LEGO for like eight hours a day, and my dad built me a 4x8 LEGO table so I could construct houses and whole villages.”
Growing up, Krahn was also the only kid from Neubergthal, Manitoba who could explain why Frank Lloyd Wright was her famous architect.
“I remember going to Chicago when I was maybe 11 and seeing the home that he designed and built for his family,” she says. “Everything was so intentional and so well done and beautiful. It inspired me to really look at how good design could be timeless.”
Fast-forward more than two decades to 2024 and Krahn is the CEO of Jane of all Trades (JOAT) – a woman-owned and operated design build company that specializes in bespoke renovations, retrofits, interiors and furniture.
“We’re a contracting company, but also a company that guides you through the process of a design build in a far more hands-on, organic way,” says Krahn, who also oversees JOAT’s design and project management. “We can do residential renovations of old houses and custom millwork, and we’re also mindful of equal opportunity and sustainability in the building industry.”
It’s an industry, she explains, that has often suffered from a lack of communication, collaboration and respect among the trades and, ultimately, for the clients. Not much interested in hierarchies that don’t properly value the various contributions that make up a building project, Krahn has made a point to position JOAT as a company that not values hard work and quality services, but also equal opportunity for employees.
“I think everybody offers something very important, and everyone should be treated with respect,” she says.
Jane of all Trades’ current team includes six in-house employees, and it also works with a number of subcontractors that share its values.
“Our mission statement is ‘Building with compassion, designing with innovation, planning consciously for our environment, inspiring people to thrive’,” explains Hurley a project coordinator and Red Seal electrician with JOAT. “Our main subcontractor is Build Inc., which is an Indigenous nonprofit that hires, trains, powers and launches individuals facing barriers to long, meaningful careers. They are fantastic to work with.”
From Jane of all Trades’ own designers, millworkers, carpenters and architectural technologists to the subcontracted tradespeople they work with, an unwavering commitment to lasting quality and unique aesthetic is what drives every JOAT project.
“What we want to look at is what a family will need in five years, or even 10 years, and how we can make the space make best for them,” says Kendra Hurley. “Part of that is in the design, but it’s also in our choice of materials and styling – things that will be very classic, lasting and customized for the homeowner.”
Krahn adds that Manitoba’s broad range of climate and weather, while challenging, allows her to push the boundaries of exploration and innovation within building science. She enjoys thinking about using different materials in ways that haven’t really been thought about, whether on design builds or meticulous renovations.
“A lot of the homes we have, particularly in core Winnipeg, are built with material we’ll never see again in our lifetime. It’s incredibly precious, and also incredibly resilient and strong,” she says. “I’ve long felt a purpose in being part of preserving instead of constantly building. One way to support your city and its infrastructure is to invest in it.”
Given the high quality of its hand-crafted work, JOAT also knows it has to help its customers understand the price tag of certain projects by itemizing the costs.
“We have a goal of being able to really break down where every dollar goes,” says Krahn. “What you’re paying for is quality and expertise, and also a team that will always have your back after renovation. We have an aftercare program and two-year warranty on everything.”
Property owners who may be interested in having Jane of All Trades take on a bespoke renovation, retrofit or work on an interior or classic furniture can reach out to the team by calling (204) 297-7277. Additional information is available on JOAT’s website, which also includes a form where prospective clients can describe their project.
