Even though Val Franso comes from a long line of talented craftspeople, owning a kitchen and fine cabinetry company wasn’t in his master plan. He studied political science in university, and when he graduated, he had lofty ambitions, but they didn’t involve the business his father (and his father before him) had enjoyed success from. “My father, Mike, and my grandfather ran businesses back home in Iraq — they were in the furniture business, then started building kitchens when we migrated to Canada in the early 1990s,” Franso says. “My father was busy and needed my help, and when I finished school, I ended up going in the same direction and followed in his footsteps. I started designing, manufacturing, and installing, and took on a bigger role in the business, which I’m now a part owner of. It’s funny because I was born in this industry. I’ve been building things since I could hold tools,” he says. Franso often spent time with his dad on the job and learned how to make cabinets from a very young age. “We used to have competitions with his workers — we’d see how many cabinets we could make at the same time; I got really good at it.”
The Cabernet Kitchens & Fine Cabinetry that’s known today launched two years ago — it had previously been under the umbrella of Mike’s company, called Evan Kitchen Cabinets. After being in business for so long (the company opened nearly 30 years ago), clients got used to calling Val “Evan,” so they decided a name change was in order. “I really like Cabernet — it’s bold, flavorful, and makes a statement. The wine is rich, and we build rich cabinetry. I changed it so people would stop calling me ‘Evan,’” he laughs. Cabernet Kitchens, like its predecessor, is based in Vaughan, Ont., but they work with clients across the province. While Mike continues to deal with the manufacturing side of the business, Franso says he gets to enjoy the “fun stuff,” which includes working closely with clients on conceptualizing their new spaces. All their cabinetry is custom designed and custom built (no kits or boxed designs here), and although Franso often focuses on transitional design and modern with a flair, they do everything. “We use innovative materials from Europe and Canada; we’re always capturing new ideas for designs and materials to use for kitchens, bathrooms, and for millwork all over the house from trade and home shows.” Franso talks about a specific project finished a few months ago — a light grey kitchen that features clean lines and a more elegant modern style. “White has always been a top trend for kitchens, but we’re seeing the trend shift to a more dramatic look that includes mixing wood, metals, and stone. Designers, contractors, and homeowners are also bringing in organic elements, like natural stone countertops, light wood features, and cream-toned kitchens. It’s contributing to the Scandinavian modern-minimalist trend,” he says.
Another key detail to know about Cabernet is all their projects are unique and differentiated from one another. “We don’t like doing the same thing twice,” he says. You can chalk that up to their years of experience and the great expertise they have for what they do. “We’re a newer company, in that our name only changed a couple of years ago, but we truly come with a lot of talent and a background in the industry. What makes us stand out is our unique work, as well as the fact that I’m very ambitious and cater to my clients — many are repeats and there are even generations who come in now,” he says. “We don’t just make the sale — we are committed to excellence in all we do and provide and maintain exemplary customer service. A lot of our business comes from word of mouth through homeowners, contractors, and designers, so making sure our clients are happy is something we’re very passionate about. At the end of the day, anyone can make a sale, but to maintain the sale and follow up with the clients and keep them as clients, not everyone does that.”
