Jen Rowe and Sarah Gerber, Lumea Living -“What makes this partnership special is that we don’t need each other to succeed, we choose to build together.”

From thoughtful systems to intentional living, Lumea Living was built on the belief that when a space supports you, life feels lighter.

For February’s Member Spotlight, we’re featuring Jen Rowe and Sarah Gerber, co-founders of Lumea Living, a luxury home organizing and move management company serving Vancouver and Toronto.

After years of working closely together, Jen and Sarah found themselves at a crossroads, one that invited reflection, clarity, and a bold decision about what they wanted to build next.

What emerged was a distinctly Canadian, female-led brand rooted in intention, calm, and deeply considered design. Drawing from their complementary backgrounds in brand strategy, design, operations, and client experience, they’ve created a business that prioritizes ease without sacrificing beauty, and systems that honour real life as it’s lived.

In this spotlight, Jen and Sarah share what led them to build together, how they navigate co-founding across cities, and why community, clarity, and trust have been foundational as they shape the next chapter of Lumea Living.

For those meeting you for the first time, can you share a bit about your

background and what led you to co-found Lumea Living?

Sarah: I’ve always been drawn to how our surroundings shape how we feel. My background, prior to home organizing, was in graphic design and retail operations. For six years, I was part of The NEAT Method home organizing franchise, serving clients across Vancouver and helping create spaces that felt calmer, more functional, and visually considered.

During a shift in the NEAT Method franchise structure, we saw an opportunity to build something entirely our own. With the confidence that came from years of hands-on experience and a thriving client base, Lumea Living was launched as a fully female-led, Canadian brand rooted in thoughtful design, intentional systems, and the belief that when your space feels aligned, everyday life feels lighter.

Jen: My career has always lived at the intersection of empathy, structure, and storytelling. Before co-founding Lumea Living, I spent years in brand marketing and communications within the public and non-profit sectors, where I learned how powerful clear messaging, trust, and human-centered design can be in shaping meaningful experiences. That foundation continues to inform how I think about brand, client relationships, and long-term impact.

Alongside that work, I built and led a NEAT Method franchise in Toronto, supporting clients through everything from major life transitions to the everyday demands of busy professional lives. I’m also trained in interiors styling, which reinforced my belief that organization should feel as beautiful as it is functional.

Sarah and I worked closely during our NEAT Method years and developed a shared philosophy around calm, intentional living and thoughtful systems. When the opportunity arose to create something new, it felt like a natural evolution — a chance to build a distinctly Canadian brand that reflected our combined experience, values, and belief that well-designed spaces can genuinely improve how people live day to day.

At a moment when several paths were available to you, what led you to choose building something together, and how did you think about doing that while being based in different cities?

Sarah: I did have several directions I could have taken, but building something together felt the most natural. I never wanted to run a business on my own, which was part of what drew me to the franchise model in the first place. Jen felt the same way, and after working together for years in such a similar style, this transition made perfect sense.

Being based in different cities actually feels like an asset. It allows us to reach more clients across a broader area while staying true to the thoughtful, intentional approach that defines Lumea Living. Working together from separate locations has reinforced the systems, clarity, and flexibility that we bring to every space we create. 

Jen: We were very intentional about not rushing this decision. We explored every option — continuing to work together, building something independently in our own cities, and even stepping in entirely different directions. Giving ourselves the space to consider all of those possibilities was important, because the way we build mirrors the way we serve our clients.

Ultimately, after thoughtful conversations and time to reflect, we kept coming back to the same conclusion: working together felt the most aligned. Our service is rooted in helping people live with greater intention, and we wanted the business itself to be built with that same care and clarity.

Being based in different cities is a strength. It allows us to stay deeply connected to our local communities while building a shared vision, supported by strong systems, clear communication, and a mutual trust that’s been established over years of collaboration.

What did you want to carry forward from your past experience, and what did you intentionally leave behind?

Sarah: From my past experience, I wanted to carry forward the client-first approach, the confidence in creating functional and beautiful spaces, and the deep understanding of how thoughtful systems can transform daily life. I also carried the collaborative mindset I developed working with Jen for years—knowing that a shared vision makes the work richer and more impactful.

What I intentionally left behind was the need to work within an established framework. The franchise experience was incredibly valuable and gave me a strong foundation, but Lumea Living offered the opportunity to build something entirely our own — a brand shaped by our shared values, our Canadian perspective, and the way we’ve evolved as leaders. It allowed us to make thoughtful decisions, refine our approach, and bring together design, organization, and lifestyle in a way that feels deeply aligned with who we are today.

Jen: I wanted to carry forward the discipline, professionalism, and deep respect for the client experience that comes from years of hands-on work. Understanding how homes function in real life, not just in theory, is something you can only learn by doing, and that experience is foundational to Lumea Living.

What I intentionally left behind was anything that constrained creativity or nuance. With Lumea Living, we wanted to create a brand that could flex, evolve, and feel deeply personal — both for our clients and for us as founders.

How has being part of Knew House influenced your decision-making during this transition, and why has having the right community mattered at this stage of building?

Sarah: Being part of Knew House has shown me how much the right community matters, especially when taking a big leap. During the transition to Lumea Living, it gave me outside perspectives, highlighted things I hadn’t considered, and helped me get out of my own way. Having that support reinforced that building thoughtfully and collaboratively leads to stronger, more intentional outcomes.

Jen: Knew House has been instrumental in reminding me that growth doesn’t have to be loud or rushed to be meaningful. Being surrounded by women who are building thoughtfully, and asking hard, honest questions, helped me make decisions from a place of clarity rather than urgency.

At this stage, community matters because entrepreneurship can be isolating, especially during moments of transition. Having a trusted circle provided outside perspective, encouragement, and accountability.

How do your strengths differ, and how does that make you stronger as co-

founders?

Sarah: The powerful thing we realized is that we don’t actually need each other to run a successful business in our respective cities—we each have the proven skills to do it on our own. What makes this partnership special is that we want to be together: to share responsibility, lift each other up, and navigate the challenges together. That choice to collaborate allows us to build a brand that’s bigger, more impactful, and truly greater than what either of us could do alone.

Jen: We come from different professional backgrounds prior to our time with NEAT Method, and those experiences have been incredibly complementary as we’ve brought Lumea Living to life. Between us, we cover brand, communications, design, systems, operations, and client experience, which has allowed us to truly divide and conquer while still moving in the same direction.

Where this really shows up is in how we approach challenges. We often come at decisions from different angles, shaped by our individual experiences, but we’re both deeply committed to hearing the other perspective and working through things collaboratively. That openness has consistently led us to stronger, more thoughtful outcomes — and ultimately, to the level of trust that defines our partnership.

What has surprised you most since launching?

Sarah: What’s surprised me most since launching is how responsive and supportive our clients have been to the change. Everyone has been so enthusiastic about us being fully Canadian, and they’ve been incredibly encouraging about this leap, which has been such a validating and energizing experience.

Jen: What’s surprised me most has been the response from our existing clients and partners. There’s been a genuine sense of excitement around Lumea Living, and in many cases, the launch has reinvigorated relationships that were already strong. Seeing people so engaged and supportive reaffirmed that this evolution really resonated.

I’ve also been surprised by how creatively energized we’ve felt. Building something that’s fully our own has opened up new ideas, sharper clarity, and a renewed sense of momentum that’s been both grounding and incredibly motivating.

What are you most excited about as you look ahead to the next chapter of Lumea Living?

We’re most excited about the opportunity to continue shaping Lumea Living with intention, including refining the experience, deepening our design philosophy, and responding thoughtfully to the needs of our local markets. This next chapter allows us to build without constraint drawing on everything we’ve learned while creating something that reflects who we are today. 

As a Canadian, female-led brand, we’re energized by the ability to tailor our work to each community we serve and to thoughtfully support our ideal clients. We’re also genuinely excited to continue building and growing this business together by collaborating closely, challenging each other, and shaping what comes next. The freedom to evolve the brand in this way allows us to create spaces that feel calm, functional, and deeply personal, helping people live with more ease and intention in their everyday lives.

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Thank you to Jen and Sarah for sharing their story so thoughtfully and for offering a behind-the-scenes look at what it means to build with intention, trust, and clarity. Their journey is a powerful reminder that meaningful growth often happens quietly, through considered decisions and strong partnerships.

We’re grateful to have them as part of the Knew House community and excited to continue watching Lumea Living evolve.

Meet the founders behind Lumea Living below.

Jen Rowe, Co-Founder and Creative Director

LinkedIn

Jen Rowe has always been drawn to spaces that breathe, where light, order, and ease create a quiet sense of possibility.

Before founding Lumea Living, she spent nearly two decades working in brand marketing and communications, developing a deep understanding of how clarity, intention, and thoughtful design shape experience. That background now informs her approach to the home. As one of the first Canadian NEAT Method franchisees and now co-founder of Lumea Living, Jen brings a refined blend of strategic thinking, design sensibility, operational precision, and deeply empathetic service.

Her work spans intentional home organization, move management, and lifestyle curation, supporting discerning clients, executives, and families navigating meaningful life transitions. As a mother of two, Jen understands firsthand how homes must function in real life, adapting to growing families, shifting routines, and changing seasons. Known for her calm presence and meticulous eye, she believes thoughtful order does more than transform a space. It lifts the invisible weight that can keep people from living fully.

The philosophy behind Lumea Living reflects her own approach to life, rooted in clarity, intention, and the quiet joy of a well-considered home. When she’s not creating systems that restore lightness to daily life, Jen can be found on the reformer, skiing with family, or cooking a new recipe with her husband. These grounding moments continue to inform everything she creates.

Sarah Gerber, Co-Founder and Creative Director

LinkedIn

Sarah Gerber has long been inspired by the way thoughtful design shapes how we experience our homes. With a background in graphic and web design, along with years spent working in home décor retail, she brings a trained eye for visual balance, usability, and detail to every project she touches.

As one of the first Canadian NEAT Method franchisees and now co-founder of Lumea Living, Sarah blends creative thinking with hands-on expertise developed through years of building and leading an organization-focused business. Her work is grounded in the belief that spaces should not only look beautiful, but function intuitively for real life. Through intentional home organization, move management, and custom systems, she supports families and professionals in creating homes that feel calm, efficient, and deeply personal.

As a mother, Sarah understands the realities of busy households and the importance of systems that work day after day. She believes thoughtful organization removes friction from daily life, creating space for connection, creativity, and ease. At Lumea Living, Sarah brings this perspective to life by designing systems that honour real routines, evolving households, and the way people actually live.

When she’s not working with clients or building the Lumea Living brand, Sarah can be found crafting, tackling home DIY projects, or on the move with her kids. These creative and family-filled moments continue to inspire her belief in homes that are both beautiful and lived in.

Lumea Living

Lumea Living provides professional organizing services in Vancouver and Toronto for clients who value clarity, discretion, and thoughtful execution.We transform homes to elevate everyday life through bespoke home organization and move management designed for ease and delivered with seamless, white-glove care. Whether you’re refreshing a single space or navigating a full relocation, we bring clarity, structure, and calm to every project. Our services are tailored to your lifestyle and delivered with the meticulous care that defines Lumea Living.

At its heart, Lumea Living is about lightness. Inspired by the Latin lumen, it reflects the quiet sense of spaciousness and ease that emerges when your home is shaped by intentional order and thoughtful design.

We believe that when your space truly supports you, daily life flows with greater clarity. 

Learn more at Lumea Living

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