About us

"The Jo Alcorn brand believes every household should enjoy luxury at an affordable price, well put together designer looks, with pieces that survive and thrive even in the busiest lifestyles, while being sustainably conscious."

The Jo Alcorn pillows and dog beds are fully washable, no need to remove a cover.  Hypoallergenic, Dust Mite Control, Animal Cruelty Free (Down like fill) manufactured in Mississauga, Ontario. 

Our Furniture is made up of a combination of hardwood and engineered wood to give it added strength and durability. The modular design of the frame also enables it to be made in a very efficient and streamlined manner. The modular construction nature of the design also means that it can be easily taken apart and put back together to fit through those tight spaces should that present a problem. 

The frames are spring with a high quality Sinous Spring system that ensures durability and comfort for the product's life span. The collection is sewn to be tailor fitted and upholstered using traditional methods of upholstery for a clean and tailored look.

All of the seas cushions are filled with Ecocell high density soy based and wrapped with layer of Dacron fibre for added softness. At 2lbs per cubic foot, Ecocell exceeds what is conventionally used by most furniture manufacutres and will provide long lasting comfort and support. All back cushions are filled with high quality Cluster Fiber enclosed in a channelled casing to maintain structure.

Interior Design: whitewash’s proficiency is unparalleled in the industry from creativity right through to execution. From the design including presentation, drawings, arrangements, and accessories culminate into an impressive vision of cutting-edge style.

Our design team goals are clearly aligned with those of  whitewash & co: be dedicated to spending the time and energy to understand your clients’ needs and meet all their objectives.This is achieved through a strong focus on customer relationship development, presentation, service and our guarantee our clients will be satisfied with their experience. This is why so many of whitewash & co’s clients are satisfied with their experience and loyally return to work with again.


Meet The Team:

Jo Alcorn, Founder / Design Specialist

Jo Alcorn,
Founder / Design Specialist

JO's Background:

One of Jo’s most proud adventures has been designing her own furniture line along with a dog bed and home pillow collection, located in stores across Canada as well as a lighting collection for Artcraft Lighting that is in major lighting stores across Canada, and the U.S. She also has her own paint colour with Para Paints, and is in the midst of adding more products to her collections line up.

To add to her credentials, she is the Style Editor for Canadian Home Trends Magazine, and has a monthly column in the Toronto Sun. Further, she has been teaching Humber College North Campus since 2010, developing young minds of the industry.

Jo graduated with a B.A from a Liberal Arts School in New York City, Manhattanville, after which she had the opportunity to explore Europe studying colour and architecture while attending London’s City University.

Jo’s passion for design has been showcased on HGTV, Discovery Channel, Marilyn Denis, CBC’s Steven and Chris, CityTV, Rogers Stations, CHCH, Global Morning and Noon Show and BT Toronto. She has become the design face of HGTV for their 2014 Critical Listing show and is designing her way through the new HGTV show Home to Win in season 1,2 and 3.

Her design expertise has also been proven within the film industry where she has been a Production Designer for a handful of films. She has been running her own successful business since 2005, which caters to clients’ design need on any budget.

Jo is also an advocate for animal rescue groups and is the volunteer coordinator for Ontario’s Jack Russell Terrier Rescue Organization.

“Think Adopt for your next best friend and help stop puppy mills everywhere!”

Ching Tan, Junior Design Assistant

Ching Tan,
Junior Design Assistant

Ching’s Background:

Ching Tan has always had an eye for design, whether it be in her fashion or in her own home. Working in the custom stone and cabinetry business since 2011, she found her passion in making homes beautiful and functional. This is what motivated her to pursue a career as an Interior Decorator. In order for Ching to fulfill her passion, she attended Humber College majored in Interior Decorating. She is now official, a certified Interior Decorator. Now, she aspires to leave something special behind in every space she gets the pleasure to work with. Specializing in AutoCAD and SketchUp drawings.

 

Gabor Zsemba, Product & Production Director

Gabor Zsemba,
Product & Production Director

Gabor’S Background

Gabor has spent his entire career in the manufacturing field. Most of his experiences revolve around the soft good industry. Where he specialized in bringing new and innovative product lines to the market. He has a true passion for taking an idea and making it reality. He has successfully launched hundreds of new product lines to major retailers in the last 25 years. He has worked with some of Canada’s most well known brands, independent retailers, and National retailers.  He has over 20 years of experience manufacturing soft goods.

 

Velvet Alcorn, Board Member  

Velvet Alcorn,
Board Member
 

VELVET’S BACKGROUND

Starting out in the Banking industry, Velvet moved to B.C. in ‘72 to work in inside sales for a steel and metal company. This expanded to a multi-million dollar company from only 3 employees to Velvet managing 60 employees in a short time frame. It was also one of the major construction contributors for the Calgary Saddle Dome. Her talent was also utilized with staff expertise; in organizing yearly conventions for the Union of B.C. Municipalities, dealing with dignitaries of the government. She then moved to Ontario growing a business nationally and selling it in 1999 as one of the most interesting deals in Ontario. She then developed her business skills even further in the Corporate world when she entered the Insurance industry, obtaining her health, OTL license, plus certifications in commercial, plus investments funds. She then moved on to the environmental world spear heading a unique environmental waste removal company. Her love for the environmental movement blossomed, knowing she wanted to do more. 

PUBLICIST:
LAURA STRATTON
905-841-6797 LAURALEASTRATTON@STRATTCO.COM
SALES REPS:
JAN PETROOK - ONTARIO
416-805-6279 JPETROOK@BELLNET.CA
BARB COCHRANE - WEST COAST
604-329-8761 BCOCHRAN@TELUS.NET
CORY NEEDLEMAN - CONNECTICUT
info coming soon.

… & Company


Our Company Is Compiled Of Talented And Determined Staff/Contractors Who Strive To Bring Our Clients The Image And Vision They Want Or Have Dreamed About. Specially Picked For Every Project On Their Strengths And Talents To Create The Best Results For Each Of Our Valued Customers.

Jo won Best of Houzz 2013, 2014, 2017,

INFLUENCER, & 50K SAVES!

“Thank You!”
best of houzz 2017 design
houzz 50k saves
Houzz Influcencer

Testimonials

“Well Jo … I just did a walk through … and wow … amazing. I cannot believe how much you have me pegged … I love it all! I would not have made my home look so beautiful without you. I don’t know if you remember this or not, but when I first met you, and then told you we decided to buy a new house, and you came for the first time, I said to you something like ” I want people to say WOW …. I want to love my house!” Well, you have definitely have done that, and even more. From the bottom of heard, THANK YOU!!”
— The Ward family!

I just wanted to send you a little note to thank you so much for your time yesterday. I was feeling overwhelmed and deflated thinking that the design challenges in our home couldn’t be solved.
Not only were you a breath of fresh air, your sunny disposition was infectious! You creatively and practically made suggestions that know we can tackle. I think that’s what I appreciate about you the most, you didn’t have crazy unrealistic, EXPENSIVE idea’s. We’re a family with two small children and need our home to be trendy but also practical. You zeroed in on my taste in but a matter of moments and I just loved everyone of your recommendations. I am now excited and looking forward to making those changes. I am so glad to have met you, I’ve already spoke to dozens of friends who were awaiting my feedback, I’ve joined the whitewash & co group facebook and won’t hesitate to recommend you to anyone I can.”
— Kinds regards, Candice, Jamie, Zoe & Zachary
“I had previously listed my house with some minor staging not including the bedrooms. At that time some prospective clients had looked at the bedrooms and commented that they did not see how the bedrooms could hold furniture, and I did not get offers. Also the prospective clients were then focused on the some negative aspects of this house. The danger here was that if the house would be on the market for too long, other prospective buyers would think that then maybe there was something wrong with the house. After some improvements and staging, I had an offer 4 days after my house went on MLS. Most prospective house buyers do not have the ability to visualize space unless it is presented to them with some furniture and décor. Unfortunately many folks have a “herd mentality”. I really now believe that staging a house is a necessity for quick and successful sale. Your company did a great job in staging my house. Thanks for all your help and suggestions.”
— Sincerely John L.