FEATURE STORY: Meet Jaime Steiner, Founder & Chief Organizer of Just Love Space | Home Organizing (Canvas Rebel Magazine)
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I’m honored to have my story featured in Canvas Rebel, a platform dedicated to sharing the stories of entrepreneurs, creatives, and artists to inspire and connect us all. In this interview, I share my journey from corporate life to professional organizing, the challenges of building a business, and how I help clients reclaim their time and spaces.
Here are some highlights from the interview:
The Challenges of Profitability in Organizing
The organizing industry is steadily growing, but it comes with its challenges. Many people think organizing is just about tidying up or decluttering, but it’s so much more than that. It’s about addressing the root causes of clutter, creating tailored systems, and giving clients access to what truly matters.
A big hurdle is helping clients understand the value of the service—both the visible work and the behind-the-scenes efforts like planning, sourcing products, and system design. While organizing shows like The Home Edit have brought attention to the profession, they can create unrealistic expectations that organizing requires a luxury makeover. In reality, function and order are often more important than aesthetics, and I love helping clients repurpose what they already have.
My Journey to Organizing
In 2020, my family moved to San Diego, which gave me the chance to rethink my career and priorities. After spending over two decades in marketing, I decided to follow my passion for organizing—a skill I’d loved since childhood. With the encouragement of my husband, I launched Just Love Space in late 2022.
At Just Love Space, I work with busy families and professionals to create spaces that are calm, functional, and easy to maintain. As a mom of twins, I understand the chaos life can bring, and my goal is to make life simpler for my clients.
Lessons Learned from Life and Work
One of my biggest pivots was when my twins were born. From juggling NICU visits to managing life with two babies, I learned to embrace flexibility and focus on what matters most. These experiences gave me a deeper empathy for clients who feel overwhelmed and a strong desire to help them reclaim control of their spaces and lives.
Today, I combine my organizing instincts with my corporate skills in project management and creative problem-solving to deliver personalized solutions that fit my clients’ unique needs.
Why I Do What I Do
At the heart of my work is a desire to help people. Clutter can feel overwhelming, but I believe in creating spaces that bring peace and allow people to focus on what they love most—whether that’s family, work, or hobbies.
I’m so grateful to Canvas Rebel for featuring my story and giving me the chance to share the challenges, joys, and passion behind Just Love Space.
You can check out the full interview below or LINK TO ARTICLE. I hope it brings a bit of inspiration, insight, and encouragement—not just for anyone on their entrepreneurial journey, but also for professional organizers, those considering this rewarding field, and anyone working to bring more order and balance to their lives.
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Meet Jaime Steiner
We’re excited to introduce you to the always interesting and insightful Jaime Steiner. We hope you’ll enjoy our conversation with Jaime below.
Jaime, thanks for joining us, excited to have you contributing your stories and insights. It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What's the biggest challenge to profitability in your industry?
The organizing industry is still relatively new and steadily growing, but profitability comes with unique challenges. One of the biggest hurdles is helping people understand what a professional organizer really does. Organizing isn’t just about tidying or decluttering—it’s about addressing the root causes of clutter, creating tailored systems that fit how clients live, and giving them access to what truly matters. This work requires strategy, problem-solving, and significant time, yet clients often don’t realize the investment involved.
Another challenge lies in the behind-the-scenes work that goes into every project. Off-site tasks like space planning, system design, product sourcing (if needed), and managing returns often exceed the hours spent organizing on-site. These efforts are critical to creating systems that are practical, sustainable, and aligned with a client’s lifestyle, but they’re not always visible, making it difficult to charge rates that reflect the full scope of work.
The emergence of home organizing shows like The Home Edit, has brought valuable awareness to the profession but has also created misconceptions. Styled, high-end, Pinterest-worthy spaces are often showcased, leading some to believe that hiring an organizer requires a big investment in built-in shelving or matching bins to achieve a luxury aesthetic. While some clients prioritize style, many simply want function and order, which can be achieved without investing in expensive products. Decluttering is the first step and has the greatest impact. Products can be helpful for maintaining systems, but clients often already have items that can be repurposed to suit their needs. Educating clients that organizing isn’t always about a high-end makeover is key to breaking down barriers for those who might feel it’s out of reach.
Profitability is further complicated by the empathy that naturally comes with this work. Many clients come to me overwhelmed, and I want to help them reclaim their time, space, and peace of mind. Balancing this passion with the realities of running a business can be challenging. It requires clear communication about the value of the service—both the visible and unseen work—and setting boundaries to ensure the business remains sustainable.
Ultimately, organizing is an investment in expertise and solutions that buy clients time, space, and a sense of calm. The challenges of educating clients, managing expectations, and balancing the unseen effort make profitability an ongoing effort, but they also highlight the importance of demonstrating the true value of this work.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that, can you take a minute to introduce yourself and give our readers some of your background and context?
My journey into professional organizing began in 2022 after I left a 20+ year career in marketing. Organizing has always been second nature to me—growing up, I was the kid who loved rearranging my closet and finding ways to make everything fit perfectly. It wasn’t just about keeping things tidy; organizing was my way of finding peace and control whenever life felt a bit chaotic.
In 2020, when COVID shifted my husband’s and my jobs to remote, we saw an opportunity to move to San Diego, a place we’d always dreamed of living. The slower pace and extra family time made me rethink my career and what I truly wanted from my work-life balance. While I’d had a fulfilling career working with Fortune 500 companies like Apple and Capital Group, I realized I needed a change. My husband encouraged me to turn my lifelong passion for organizing into something more, and at the end of 2022, I took the leap to start Just Love Space Professional Organizing.
At Just Love Space, I work with busy families and professionals to transform overwhelming spaces into ones that feel calm, functional, and easy to maintain. As a working mom of twins, I know firsthand how chaotic life can feel and how clutter only adds to the stress. That’s why I focus on creating systems that work for real life—whether it’s organizing a playroom that’s taken over the house, a pantry where nothing can be found, or a closet that’s become a catch-all. My goal is to deliver organizing solutions that make my clients’ lives easier.
I especially love working with other busy families because I’ve been there, and I get it. I’m not about pushing minimalism (I’m more of an “intentionalist”), but I do believe in letting go of things that no longer serve a purpose. Clutter can weigh you down in ways you don’t even realize, and I aim to help clients clear it out so they can focus on what matters most—family, work, and everything they love.
What sets me apart is my unique combination of empathy, experience, and strategy. My corporate background in project management and creative problem-solving helps me approach organizing with a strategic mindset, while my experience as a mom allows me to bring a relatable, judgment-free perspective to every project. I’ve seen it all, and I know how personal and emotional organizing can be. My goal isn’t to judge—it’s to understand how my clients live and design systems that truly work for them.
Whether someone is overwhelmed by years of clutter or just needs help fine-tuning their systems, I bring empathy, understanding, and a genuine desire to make a difference. At the end of the day, I want my clients to love their spaces and feel the relief that comes with finally being organized.
We’d love to hear the story of how you turned a side-hustle into something much bigger.
Organizing was never a side hustle for me—it’s just how I think. Bringing order and maximizing space comes naturally, and it’s always been a way for me to decompress and find peace, especially during chaotic times. But I never saw it as a career—just something I did for myself.
The turning point came in 2020 when my family moved to San Diego. With the shift to remote work during the pandemic, I started reflecting on what I wanted for my future: more flexibility, more time with my family, and a greater sense of purpose. My husband suggested turning my love for organizing into a business, and while I was hesitant at first, helping a few friends and seeing their excitement gave me the confidence to pursue it.
In late 2022, I officially launched Just Love Space. Leaving my corporate career was a leap, but I was ready to fully commit. I quickly realized my passion lies in helping busy families—like my own—who feel overwhelmed and don’t have the time to get or stay organized. From those first projects to the steady referrals that followed, each step has confirmed I made the right decision.
Today, I combine my natural organizing instincts with skills from my marketing background—creative problem-solving, project management, and attention to detail. I deliver personalized solutions that address each client’s unique challenges, simplify their spaces, and fit seamlessly into their lives. This mix of strategy and empathy helps me build lasting trust with my clients while making a meaningful impact.
What started as an idea has grown into a thriving business. It’s incredible to see how something that brings me peace has become a way to help others reclaim their time, reduce stress, and love their spaces.
Have you ever had to pivot?
When my husband and I found out we were expecting twins, it was the ultimate pivot moment. We weren’t just preparing to become first-time parents—we were preparing for two babies at once. I thought I was organized before, but adding two tiny humans to our lives came with double the gear, double the schedules, and double the chaos. It pushed me in ways I couldn’t have anticipated.
From feeding schedules to sleep routines (and a record 26 diaper changes in one day!), the sheer volume of “twin logistics” was overwhelming. I quickly realized that my need to plan and control everything had to take a backseat—my babies were running the show. Even their arrival came with surprises: they were born 1.5 weeks early, and our daughter, at just 4 pounds 2 ounces, spent 10 days in the NICU.
Those early days were a crash course in adapting on the fly. I was juggling trips to the NICU while caring for our son at home, all while recovering from emergency surgery just hours after giving birth. It was one of the most challenging and humbling times of my life, forcing me to let go of perfection and focus on what mattered most—caring for my family and finding balance wherever I could.
Six months later, just as I was finding my rhythm, it was time to return to work full-time. Balancing a demanding corporate job with the constant needs of two babies was an entirely new challenge. To make things even more chaotic, we outgrew our small Santa Monica apartment and moved into a house that gave us room to breathe—not just for baby gear, but for our sanity. Learning to create physical and mental space became essential to surviving and thriving in this new chapter.
That period of my life redefined what pivoting means to me. It taught me to embrace flexibility, let go of perfection, and prioritize what truly matters. Those lessons shape my perspective every day, especially in my work as a professional organizer. I understand what it’s like to feel overwhelmed by change, and I use that empathy to help others navigate their own transitions, reclaim their space, and create room for what matters most.
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