A growing movement of women is challenging the traditional male dominance of DIY and trade work, fueled by a surge in online content and shifting career priorities. From social media influencers documenting home renovations to professionals entering trades like plumbing, female participation in these sectors is on the rise.
Jasmine Gurney, a 33-year-old DIY influencer from Bedfordshire, has gained a significant following by sharing her extensive home improvement projects on Instagram. Her portfolio includes demolishing walls, installing flooring, building an outdoor workshop, and crafting custom furniture. Notably, she documented her work while eight months pregnant, using her platform to empower other women and counter stereotypes.
“I like proving people wrong,” Gurney said, noting that while she faces trolling, it motivates her to demonstrate that women are capable and interested in manual tasks. She highlighted a practical frustration among many women: “We’re sick of waiting around for six months for our husbands to pick up the tools.”
Gurney’s content gained traction during the pandemic when lockdowns prevented hiring professionals, but interest has persisted due to labor shortages and financial constraints. According to a 2024 B&Q report, Gen Z women are leading this cultural shift, with approximately three-quarters stating they enjoy DIY, compared to 60% of all female respondents. Furthermore, 82% of Gen Z women said seeing women tackle complex projects online inspired them to try similar work.
Beyond hobbyist DIY, some women are transitioning into professional trades. Bliss Cunneen, a 28-year-old plumber from south London, left an anthropology course in 2020 to train in plumbing. She describes the move as life-changing, citing the freedom and flexibility of running her own business. Although she occasionally faces skepticism, such as being mistaken for reception staff, Cunneen believes online content is helping to broaden public perceptions of women in trades.
Demand for female tradespeople is also reflected in business metrics. Anna Moynihan founded TaskHer, a platform connecting customers with female tradespeople, after experiencing frustration when hired craftsmen ignored her in favor of her husband. The platform has seen enquiries double and the number of registered tradeswomen nearly quadruple in the past year. Moynihan noted that some new sign-ups are women leaving white-collar jobs, including recent graduates from Oxford University, seeking roles that offer flexibility and resilience against AI automation.
Despite this progress, women remain significantly underrepresented in the UK construction industry, comprising only about 4% of the workforce according to the Federation of Master Builders. However, apprenticeship data shows improvement, with one in ten apprentices starting in 2024-25 being female, up from one in 14 five years prior.
Moynihan and Gurney emphasize the importance of visibility. “You can’t be what you can’t see,” Moynihan said, adding that showcasing women in these roles is essential for normalizing their presence in the industry.
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