When most people think of a cleaning service, they envision someone quickly tidying up an already organized home, but for Jo Fernandez, owner of Mindful Cleaning Co., the purpose of her business goes beyond superficial cleaning. Driven by her own experiences with ADHD and a chronic illness, Jo developed a cleaning service that prioritizes comfort and support over perfectionism—encouraging clients to welcome her into their spaces as they are, without any pre-cleaning.
As someone who has dealt with depression, Jo understands that just thinking about cleaning your house can be overwhelming. Her approach evolved from her challenges working with other cleaning companies, where a high-stress, fast-paced environment didn’t align with her desire for thoroughness and care.
“I lasted a week at a cleaning job before I quit,” Jo recalled. “It was too rushed, and I wanted to ensure I was doing a thorough job.”
This disconnect inspired her to create a service where clients can feel genuinely comfortable and supported, knowing she is there to help without judgment.
Based in Madison, Jo primarily serves clients throughout Dane County, but she’s willing to travel farther if needed. With a small yet growing client base, Jo customizes her services to each individual, whether they need a one-time deep clean, help with decluttering, or a regular cleaning schedule.
“Every client is unique, and I tailor my approach to fit exactly what they need,” she said.
She recognizes that her services aren’t a substitute for therapy or mental health assistance, but Jo believes her business provides a service that those professional services can’t.
Last year, one of her friends was experiencing depression, and Jo decided to help them clean their house.
“I told them I decided to come over every two weeks and clean their house,” Jo said. “I wasn’t asking them; I was telling them.”
Soon after, Jo began researching how to get paid for this type of cleaning and officially launched her business in December 2023. However, Jo’s journey to launch Mindful Cleaning wasn’t easy. She worked in various industries—everything from night shifts in grocery store cleaning to roles in call centers and construction—and her time with Operation Fresh Start (OFS) helped her hone crucial skills.
In 2021, Jo graduated from Strive (now Build Academy), an OFS program designed to equip young adults with hands-on construction, leadership, and workforce development skills. She describes the program as transformative, giving her a foundation she hadn’t imagined possible.
“Operation Fresh Start gave me practical skills and the confidence to envision the future I wanted,” she said.
Due to the COVID-19 pandemic, Jo was a crew of one. During Jo's interview, a few things were apparent, according to OFS Deputy Director of Empowerment and Strategic Planning Jasmine Banks, who was program coordinator at the time.
“She was an introvert, had a wonderful personality, extremely smart and loved her French Bulldog, Tater Tot,” Jasmine said. “On the one hand she knew what she wanted to do (start a cleaning business) and on the other hand she was willing to move out of her comfort zone and try new things, such as work on a roof, even though she felt much more comfortable with both feet on the ground.”
Jo recalled her favorite memories of OFS were her talks with Jasmine. The two of them had numerous conversations about personal growth.
“During Jo's time with us, it was a pleasure to see her grow and evolve into the young person she is today,” Jasmine said. “To say that I am beyond proud of her, proud to know her, and grateful to be a part of her journey is an understatement.”
Jo’s supervisor, Joe Collins, also left a lasting impact on her, teaching her valuable job skills, including “Lombardi time,” where arriving ten minutes early is on time and on time is late.
Mindful Cleaning Co. is just the beginning for Jo. While she currently manages all aspects of the business, she hopes to grow it into a worker cooperative where she can shift from hands-on cleaning to a managerial role, a necessary step as she navigates a chronic illness.
In her spare time, Jo enjoys napping and spending time with her pets, finding relaxation in research and cleaning videos. Her commitment to OFS remains strong, and she highly recommends it to anyone seeking a career path outside of the traditional college route. For Jo, Mindful Cleaning Co. is more than just a business; it’s a way to make a positive impact in her community and a testament to resilience, compassion, and the power of supportive programs like OFS.
To learn more about Jo and her business, visit https://mindfulcleanco.squarespace.com/.