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The Homeowner's Guide to Flooring

SAN RAFAEL — It’s often assumed that carpet diminishes indoor air quality, but this isn’t necessarily the case. In fact, studies conducted by The Carpet and Rug Institute show that carpet may actually have the opposite effect and improve indoor air quality. There’s a good explanation for carpet’s positive effect on indoor air quality: it provides a place for airborne particulates to land, making them easier to remove during cleaning. More than that, carpet actually attracts airborne particles and traps them on the floor. By contrast, in homes with hard floors, particles like mold spores, dander and dirt can remain airborne for up to 45 minutes before settling. While carpet’s ability to capture airborne particles can benefit those with allergies and respiratory issues, Read more

<h1>Leigh Bakhtiari: Flooring Fashion</h1>
<h6>By James Florence, Diamond Certified Resource Reporter</h6>
SAN RAFAEL — After two decades in the floor covering industry, Leigh Bakhtiari continues to employ her passion for fashion by beautifying her customers’ homes. “I approach each job with the goal of making things as fashionable as possible while simultaneously providing a durable, high-performance product,” she says. “When I first got into this business, it was actually pretty boring—every carpet was basically beige and cut pile. There are many more options available today, which makes my job a lot more fun.”
Despite having family ties to the floor covering industry, the primary catalyst for Leigh’s long-term involvement was actually her husband’s. “My husband, Hossein, and I each have a family connection to the floor covering industry, which is kind of coincidental because it has nothing to do with how we met,” she explains. “When we first met, I was working at Macy’s and he was working for his sister in the floor covering industry. After we got married, he suggested we open our own floor covering business, which we did in 1993. More than 20 years later, a lot has changed: we now have five kids and two floor covering stores!”
A lifetime resident of Mill Valley, Leigh expresses her appreciation for the natural beauty of her native locale. “I love it in the Bay Area. I’ve been fortunate enough to travel all over and I’ve never found a better place. I love all the open spaces, as well as the short distance to the beach and the mountains. Within a four-hour driving radius, you can go surfing or skiing, which is pretty remarkable.”
Outside of work, Leigh enjoys spending time with her family, both locally and abroad. “Besides hanging out together at home and around town, we love to travel together as a family,” she affirms. “In fact, we recently got back from a trip to the Dominican Republic.” Leigh also enjoys skiing, martial arts, following professional sports and going on walks with her dog, Gus. Additionally, she maintains an active participation in her industry by serving as president of her local floor covering association and regional network coordinator for Carpet One, as well as sitting on numerous advisory councils.
In regard to her professional livelihood, Leigh espouses the importance of treating customers fairly and honestly. “I try to treat my customers as if they were friends and family,” she explains. “That’s one of the reasons I feel it’s important to carry products I truly believe in. There are a lot of options out there, but I never want to sell a customer anything I wouldn’t sell to a friend or family member.”
When asked the first thing she’d do if she were to retire tomorrow, Leigh gives a twofold response. “I’d take a nap and then take a trip,” she laughs. “After that, I’d devote some of my extra time to volunteering, probably for a cause that benefits children or animals.”
Ask Me Anything!
Q: If you could travel anywhere in the world, where would you go? 
A: Africa. I’d love to go on a safari and see animals in their natural element.
Q: If you could live in the city or the country, which would you choose? 
A: The country. Cities make me claustrophobic, and I like being close to nature.
Q: What was your first pet? 
A: A big, black mutt named Alfie. She was beautiful.
Q: What’s your favorite style of music? 
A: As a child of the ’80s, I love my throwback music.
Q: What’s your favorite holiday? 
A: Thanksgiving, because I enjoy cooking and spending time with my family. We spend the entire day preparing everything from scratch, set a beautiful table and then enjoy a great meal at the end.

President

Leigh Bakhtiari: Flooring Fashion By James Florence, Diamond Certified Resource Reporter SAN RAFAEL — After two decades in the floor covering industry, Leigh Bakhtiari continues to employ her passion for fashion by beautifying her customers’ homes. “I approach each job with the goal of making things as fashionable as possible while simultaneously providing a durable, high-performance product,” she says. “When I first got into this business, it was actually pretty boring—every carpet was basically beige and cut pile. There are many more options available today, which makes my job a lot more fun.” Despite having family ties to the floor covering industry, the primary catalyst for Leigh’s long-term involvement was actually her husband’s. Read more

Leigh Bakhtiari is a 26-year veteran of the flooring industry and president of <a href="http://www.diamondcertified.org/report/city-carpets">City Carpets</a>, a Diamond Certified company since 2009. She can be reached at (415) 493-8934 or by <a href="http://www.diamondcertified.org/contact/city-carpets">email</a>.

Leigh Bakhtiari: Flooring Fashion

SAN FRANCISCO — A common question asked at flooring showrooms is whether it’s better to install a solid hardwood floor or an engineered hardwood floor. In answering this question, it’s helpful to examine the pros and cons of both options. Due to the moist, coastal climate of the Bay Area (particularly in San Francisco), an engineered wood floor is always a smart choice, as it’s much more stable than solid hardwood in terms of moisture resistance. Additionally, it offers many more options when it comes to both installation and aesthetics. On the installation side, an engineered wood floor can be floated, nailed, glued, stapled or installed over an acoustical pad. In terms of aesthetics, Read more

<h1>Kevin McCaffrey: Public Relations</h1>
<h6>By James Florence, Diamond Certified Resource Reporter</h6>
SAN FRANCISCO — Years ago, Kevin McCaffrey was happily waiting tables at a San Francisco restaurant, so when one of his regular customers offered him a job, he politely refused. Little did he know, he was only delaying the inevitable. “While working as a waiter, I had a regular ask me to come work for his flooring business,” he remembers. “I told him I appreciated the offer but wasn’t interested. After about a year of persistence, he finally told me to name my salary. I said I’d think about it, and the next time he came in, I had a number ready. He told me to start the following week, and 26 years later, I’m still here.”
Today, as sales manager of Armstrong Carpet &amp; Linoleum Co., Kevin says his favorite part of his job is working with customers. “I enjoy sales for the same reason I enjoyed waiting tables: I get the opportunity to interact with the public. Plus, in this line of work you get to see a finished product, which is really rewarding, especially when it’s in conjunction with the customer being happy.”
Originally from Belfast, Ireland, Kevin left his home country when he was 18 years old—a departure that was motivated by a turbulent sociopolitical climate. “In the late ’70s and early ’80s, things in Belfast were quite bad with the bombings and violence, so I wanted to get away from that,” he explains. After spending a year in Canada, Kevin moved to San Francisco, where he continues to reside today. “It’s the greatest city in the world; nothing really compares,” he says. “The food, the culture, the arts, the people…it’s just a wonderful place to be.”
Outside of work, Kevin spends his time enjoying all the city has to offer, especially when it comes to art and culture. “My husband, Guy, and I both love the theater,” he says. “We’re actually going to see the opening of a new opera this Saturday. We also love to travel—we take a trip to Europe every two years, and in between, we’ll often do short trips to Hawaii or Mexico.” Additionally, Kevin likes watching European sports like soccer and keeping up with his and Guy’s daughter, Ryan, who is attending college.
In his life and career, Kevin espouses the importance of being straightforward. “I think it all comes down to treating others the way I’d like to be treated,” he says. “I’m not a slick salesperson who tries to sell customers things they don’t need—in fact, I’d rather lose a sale than do something unethical, because I’m ultimately the one responsible for it. Instead, I tend to come from the perspective of, ‘Would I be willing to do this in my own house?’”
When asked the first thing he’d do if he were to retire tomorrow, Kevin says he’d head back to Europe for an extended stay. “Guy and I would love to have a second home in Portugal or France. He speaks Spanish and we both speak a little French, so that would be pretty convenient. Of course, we’d continue to keep a home here in San Francisco, just because it’s home to us.”
Ask Me Anything!
Q: What’s your favorite local restaurant? 
A: Le P’tit Laurent in San Francisco.
Q: Have you ever read a book more than once? 
A: “To Kill a Mockingbird” by Harper Lee. I read it every couple of years.
Q: If you had a theme song, what would it be? 
A: “One” by U2.
Q: What’s your favorite theatrical production? 
A: “A Chorus Line.”
Q: If someone was making a movie about your life, what actor would you choose to play you? 
A: Michael Fassbender.

Sales Manager

Kevin McCaffrey: Public Relations By James Florence, Diamond Certified Resource Reporter SAN FRANCISCO — Years ago, Kevin McCaffrey was happily waiting tables at a San Francisco restaurant, so when one of his regular customers offered him a job, he politely refused. Little did he know, he was only delaying the inevitable. “While working as a waiter, I had a regular ask me to come work for his flooring business,” he remembers. “I told him I appreciated the offer but wasn’t interested. After about a year of persistence, he finally told me to name my salary. I said I’d think about it, and the next time he came in, I had a number ready. Read more

Kevin McCaffrey is a 28-year veteran of the flooring industry and sales manager of <a href="http://www.diamondcertified.org/report/armstrong-carpet-linoleum-co">Armstrong Carpet &amp; Linoleum Co.</a>, a Diamond Certified company since 2008. He can be reached at (415) 754-3955 or by <a href="http://www.diamondcertified.org/contact/armstrong-carpet-linoleum-co">email</a>.

Kevin McCaffrey: Public Relations

SAN CARLOS — Are you planning to have new flooring installed in your home? Consider the following tips: If your floors are being installed as part of a larger remodeling project, we recommend saving this step for last. By focusing on aspects like painting first, you’ll remove the possibility of damaging the new flooring. Make sure your residence provides adequate space and access for the crew to work. If you live in an upstairs condo or a place that has limited access and/or parking, be sure to let your flooring installer know. Also, keep in mind that the crew will need a separate room to cut flooring pieces as they work. Read more

<h1>Antonia Rodas: Flooring With the Family</h1>
<h6>By James Florence, Diamond Certified Resource Reporter</h6>
SAN CARLOS — When Antonia Rodas followed her father and brothers into the family trade, she had no idea how far the path would lead. “My father, Waldo, has been a carpet installer for more than 20 years, so I grew up around the flooring industry,” she says. “My brothers ended up following him into the industry and becoming installers, so when the time came for me to choose a career, I decided to try it as well. My first job was working in the warehouse, where I handled phone and online orders. A couple of years later, I was hired at Watson’s Floor Covering, Inc. as a salesperson. Working with customers face-to-face was completely new to me, but I got the hang of it pretty quickly, and eventually, I was promoted to a management position. In 2021, my father and I purchased the company from the original owner.”
Today, Antonia says her favorite part of her job is interacting with customers. “I like sharing my knowledge with our customers and forming relationships with them. I find that making friends with them at the beginning helps them relax and enjoy the process.”
A resident of San Mateo County, Antonia spends her time outside of work on a variety of pastimes. “I tend to be outgoing and even a little adventurous, so I enjoy taking road trips, hanging out with family and friends, and outdoor activities like hiking. However, I can be pretty laid-back, too, so I also like to be home, relax in my backyard or binge-watch Netflix. It just depends on how I’m feeling in the moment.”
In regard to a professional philosophy, Antonia espouses the importance of instilling trust. “My goal is to make every customer feel comfortable about entrusting their job to us,” she explains. “Most of our customers are local to the San Carlos area, which means they’re our neighbors, so earning their trust is very important to me. It makes me feel like I’m part of something bigger—not just doing my job, but being a valuable member of my community.”
When asked the first thing she’d do if she were to retire tomorrow, Antonia says she would see the world. “I’d like to see every place on Earth. There’s just so much to explore and learn about—so many different cultures and environments. I haven’t had the chance to do a lot of traveling yet, but if I retired early, I’d definitely visit some new places.”
Ask Me Anything!
Q: Are you a dog person or a cat person? 
A: I’m a dog person.
Q: If you could travel anywhere in the world, where would you go? 
A: Spain.
Q: Are you an early bird or a night owl? 
A: I’m a night owl.
Q: What’s your favorite sports team? 
A: Real Madrid CF.
Q: What’s your favorite thing to do on a rainy day? 
A: I like listening to calm music and watching the rain.

Antonia Rodas: Flooring With the Family By James Florence, Diamond Certified Resource Reporter SAN CARLOS — When Antonia Rodas followed her father and brothers into the family trade, she had no idea how far the path would lead. “My father, Waldo, has been a carpet installer for more than 20 years, so I grew up around the flooring industry,” she says. “My brothers ended up following him into the industry and becoming installers, so when the time came for me to choose a career, I decided to try it as well. My first job was working in the warehouse, where I handled phone and online orders. A couple of years later, Read more

Antonia Rodas is owner of Watson’s Floor Covering, Inc., a Diamond Certified company. She can be reached at (650) 318-6015 or by email.

Antonia Rodas: Flooring With the Family

SAN RAFAEL — If you’re thinking about installing a wood or faux wood floor in your home, you’ll want to know the full spectrum of your options. Here’s a summary of these options and their benefits: Authentic wood flooring The authentic wood flooring family consists of two types of products: unfinished and prefinished. An unfinished wood floor is installed, sanded and finished in the home. This option offers three main benefits: 1. Since an unfinished wood floor is sanded in place after installation, it provides an opportunity to get the smoothest possible finish. 2. An unfinished wood floor affords a virtually unlimited range of custom color and stain options. Read more

<h1>Steve Villa: An Unlikely Ascent</h1>
<h6>By James Florence, Diamond Certified Resource Reporter</h6>
SAN RAFAEL — Few people go from sweeping floors to managing operations at the same company, but Steve Villa did that and then some. “I started at Rafael Floors back in high school,” he remembers. “Ron Leach, the original owner, was my next-door neighbor, and he offered me a job in his warehouse. I would come in every day after school and sweep the floors, run errands, and make deliveries. From there, I became an apprentice installer and continued to work part-time through college. After graduating with a degree in business administration, I returned full-time as an administrative assistant. Later, I went into sales and did that for about 14 years until Ron made me a partner in 2005. When he retired in 2015, I took over as sole owner of the business.”
Today, as owner of Rafael Floors, Abbey Carpet Center, Steve says his favorite part of his job is helping customers find the right products for their needs. “Choosing a new floor can be challenging for people, especially since it’s both an expensive and semi-permanent decision. For that reason, I enjoy educating our customers about their options and helping them make wise, informed decisions.”
A resident of Novato, Steve spends his time outside of work on a variety of active pastimes. “I spend the majority of my time outdoors, whether hiking, biking, or playing golf or tennis,” he says. “I also spend a lot of time with my family. My parents and siblings all live in Novato and we’re very close, which is nice. We even like vacationing together.”
After 40 years at Rafael Floors, Abbey Carpet Center, Steve looks back at his unlikely ascent to ownership. “My experience has been pretty unique,” he reflects. “Most people go from one job to the next, looking for better opportunities along the way. I feel pretty fortunate that I was given those kinds of opportunities within the same company. All in all, it has been quite a journey.”
Ask Me Anything!
Q: If you could travel anywhere in the world, where would you go?
A: Actually, I’d like to see more of the United States…maybe get an RV and do the Route 66 thing.
Q: What’s your favorite season?
A: I like them all, but I’d probably choose spring because of the new growth and nice weather.
Q: What’s your favorite thing to do on a rainy day?
A: If I’m not working, I enjoy watching sports.
Q: What’s your favorite sports team?
A: It’s a tie between the San Francisco 49ers and the Green Bay Packers. I grew up rooting for the Packers.
Q: Do you collect anything?
A: Cars. I have a small collection that includes a 1966 Corvette Stingray convertible, a 1974 Chevy pickup and a 1991 Camaro convertible.

A glimpse into the life and career of Steve Villa, president of Rafael Floors, Abbey Carpet Center.

Steve Villa is president of Rafael Floors, Abbey Carpet Center, a Diamond Certified company. He can be reached at (415) 669-4944 or by email.

Steve Villa: An Unlikely Ascent

PLEASANT HILL — When choosing hardwood flooring for your home, make sure you’re getting a quality product that’s also right for your home. One of the best ways to do this is to ask plenty of questions. Here are a few to consider: “Where is it made?” Since different countries have different regulations for harvesting and manufacturing flooring materials, it’s important to find out where flooring products come from. For instance, while the United States has strict regulations regarding sustainability and safety, China’s lack of regulation leaves room for unsustainable harvesting practices and unsound manufacturing methods. In fact, some Chinese-made flooring products have been known to off-gas toxic fumes, due to the materials used in manufacturing. Read more

<h1>Bojan Milosevic: A Paternal Partnership</h1>
<h6>By James Florence, Diamond Certified Resource Reporter</h6>
PLEASANT HILL — Bojan Milosevic got into the hardwood flooring trade when he partnered with his father to start a family business. “I came to the United States from Yugoslavia in 1996 with my family, at the age of 18,” he recounts. “My dad had experience as a floor installer, so he found a job working for a floor covering company in San Francisco. However, I didn’t like seeing my dad get bossed around by a guy who was younger and less skilled than him, so I suggested we team up and start our own flooring business. Since his English wasn’t very good, I told him I’d handle estimating and communicating with clients if he’d handle the hands-on work. We started our business in 1998, and over the following years, my dad trained me in the craftsmanship of floor installation. In 2012, I took over as owner, and I’m still running our business today.”
As owner of European Hardwood Floors, Bojan says his favorite part of his job is seeing the fruits of his labor. “I enjoy the sense of pride I feel when I look at the finished product. I also like seeing my customers happy with the work I do and getting compliments from them.”
A resident of Martinez (where he lives with his wife and their two sons), Bojan devotes the bulk of his time outside of work to being with family. “Between jobs and estimates, I basically work seven days a week, so whenever I get time off, my kids are my priority. We love Tahoe and try to get up there a couple of times each month to enjoy the fresh air and scenery.”
In regard to his professional career, Bojan emphasizes the importance of communication. “In the flooring business, I think communication is just as important as the hands-on work,” he explains. “That’s why my dad and I were such a great team, because we each handled one side of that spectrum. There are a lot of things you have to explain to customers, from product selection to complications that come up during installation. It’s important to clearly convey these things so the customer knows what to expect at the end of the job.”
When asked what he would do if he were to retire tomorrow, Bojan says he’d relocate to a more peaceful environment. “I enjoy the Bay Area and it’s a great place to be in business, but I think I’d move away and go somewhere quieter, where there’s less traffic. Actually, my dream is to live in Tahoe, so that would be nice if I could afford it.”
Ask Me Anything!
Q: What was your first job? 
A: My first job after moving to the U.S. was at Burger King. My hourly wage was $4.75, and I was the happiest kid ever when I got my first check.
Q: What’s your favorite TV show? 
A: “The Big Bang Theory.”
Q: What’s your favorite local restaurant? 
A: I have two: Rocco’s Ristorante Pizzeria and Opa! Authentic Greek Cuisine, both of which are in Walnut Creek.
Q: Are you an early bird or a night owl? 
A: An early bird. I’m usually up at 6am just to get some things done before I go to work.
Q: If you could travel anywhere in the world, where would you go? 
A: I would love to explore Europe a little more. There are a lot of countries that my wife and I haven’t been to yet.

Owner

A glimpse into the life and career of Bojan Milosevic, owner of European Hardwood Floors.

Bojan Milosevic is owner of European Hardwood Floors, a Diamond Certified company. He can be reached at (415) 350-4364 or by email.

Bojan Milosevic: A Paternal Partnership

SAN JOSE — Vinyl flooring products like luxury vinyl plank (LVP) and luxury vinyl tile (LVT) have become increasingly popular in recent years. This is primarily due to the many practical advantages they provide. One of the biggest advantages is that they’re both waterproof flooring systems. Unlike laminate flooring (whose water-absorbent backing causes it to swell up when wet), today’s vinyl flooring products have backings composed of blended wood and stone fibers. This unique composition enables products like LVP and LVT to withstand any level of moisture, from mere humidity to major flooding. In addition to being waterproof, modern vinyl flooring is heat resistant. Old vinyl flooring products would often bubble or swell when exposed to excessive heat, Read more

<h1>Roy Nelson: All in the Family</h1>
<h6>By James Florence, Diamond Certified Resource Reporter</h6>
SAN JOSE – For Roy Nelson, installing hardwood flooring isn’t just a job—it’s a family tradition. “My family background consists of electricians, drywallers, framers and hardwood flooring installers, so I basically grew up around all those trades,” he explains. “Because of my roots, I consider my company a family business and continue to practice the same values and traditions that I was mentored with.” After 20 years, clients of Roy’s Woodcraft Flooring, Inc. continue to benefit from Roy’s combination of expert knowledge and old-school principles.
A native of the Bay Area, Roy lives in San Jose with his wife, Ai, and their four children. He says one of the things he appreciates most about the area is the melting pot mentality that characterizes it. “The Bay Area is a culturally rich and diverse place, but it also has a very inclusive mindset. There aren’t many areas in the country like it. New York might have a similar amount of diversity, but it doesn’t blend the way it does here.”
When he’s not finishing or installing hardwood flooring, Roy is likely to be found outdoors, whether hiking, biking or swimming. He also stays actively involved with his kids’ scout troops. “Between my four kids, I have Boy Scouts, Girl Scouts and Cub Scouts, so I help out with a lot of their activities, from campouts to canned food drives and other charity events,” he says.
When asked the first thing he would do if he could retire tomorrow, Roy says he would head for the Big Island. “I love the island of Hawaii. It’s not that I’m much of a surfer, although I might be if the water wasn’t so cold here. I just really enjoy the laid-back vibe, plus there are a lot of great opportunities for hiking and swimming.”
Ask Me Anything!
Q: Do you have a favorite sports team? 
A: I like the Oakland Raiders and the San Francisco Giants. It’s kind of a mismatched allegiance, but those are just the teams I grew up rooting for.
Q: If you could immediately master a musical instrument, what would you choose? 
A: Piano.
Q: Who’s your favorite movie monster? 
A: Frankenstein.
Q: What’s your favorite dessert? 
A: Chocolate chip cookies.
Q: Do you have any nicknames? 
A: My good friends call me “Roy Boy.”
Q: If you had a warning label, what would it say? 
A: “Contents Under Pressure.”

Roy Nelson: All in the Family By James Florence, Diamond Certified Resource Reporter SAN JOSE – For Roy Nelson, installing hardwood flooring isn’t just a job—it’s a family tradition. “My family background consists of electricians, drywallers, framers and hardwood flooring installers, so I basically grew up around all those trades,” he explains. “Because of my roots, I consider my company a family business and continue to practice the same values and traditions that I was mentored with.” After 20 years, clients of Roy’s Woodcraft Flooring, Inc. continue to benefit from Roy’s combination of expert knowledge and old-school principles. A native of the Bay Area, Roy lives in San Jose with his wife, Read more

Roy Nelson is a 29-year veteran of the wood flooring industry and owner of Roy's Woodcraft Flooring, Inc., a Diamond Certified company. He can be reached at (408) 622-0366 or by email.

Roy Nelson: All in the Family

DANVILLE — When choosing a new wood flooring product for your home, you’ll need to consider several factors to make the right decision. A good starting place is to consider the size and character of your household, as this will inform the criteria on which you’ll base your decision. For example, if you have an “active” household with young children and pets, you’re going to have very different criteria than a retired couple. One of the most important characteristics to look for in a flooring product is durability. If you have an active household, you’ll want a floor that can stand up to wear—a dense product like oak or maple as opposed to softer wood like poplar or alder. Read more

<h1>Dan Yorke: A Hardwood Life</h1>
<h6>By James Florence, Diamond Certified Resource Reporter</h6>
DANVILLE — When Dan Yorke decided to expand his carpeting business to include hardwood flooring, he saw it as a lucrative opportunity to benefit from a growing trend. What he didn’t realize, however, is just how challenging the endeavor would prove to be. “I found out that working with hardwood is a lot more complicated than cleaning and installing carpet, which is what I originally planned to focus on when I opened my business,” he recounts. “It proved to be a pretty sharp learning curve, and it took us a few years to get a handle on it.”
Despite the rough initiation, Dan’s business gradually grew to excel at hardwood installation—so much so that he eventually sold the company’s carpeting division. Today, Dan says he’s proud that Danville Hardwood Company Incorporated continues to be one of the East Bay’s most trusted hardwood flooring contractors. “We really shine next to our competitors because many of them simply don’t know what they’re doing. With high-end homes in particular, people want to feel comfortable with a company’s level of knowledge and experience, which is why many local homeowners choose us.”
A longtime resident of Danville, Dan says he appreciates the close-knit character of his local community. “My wife, Laura, and I have many roots in Danville. We raised our three sons here, and I’ve personally served as president of the Danville Area Chamber of Commerce. After many years in business, our company has a lot of appreciation for the support our community continues to give us.”
Outside of work, Dan engages in a variety of hobbies, including salmon fishing and crabbing, gardening, and taking on home improvement projects. When he’s not in a boat or at home, he can often be found enjoying a meal at his favorite local restaurant, Pete’s Brass Rail. In addition to his everyday hobbies and pastimes, Dan likes taking trips to visit his three grown sons, Teddy, Ben and Sam.
When asked the first thing he’d do if he could retire tomorrow, Dan says he’d spend more time both at home and abroad. “I work an awful lot, so my wife and I don’t get out as much as we’d like. Even when I do travel, it’s usually for business. So, if I retired tomorrow, I’d spend more time pursuing some of the activities I enjoy, as well as see some more of the world.”
Ask Me Anything!
Q: What’s your favorite season and why? 
A: Summer, because I love the heat.
Q: What’s your favorite kind of tree? 
A: Hickory. It’s nice to look at, and the wood is very durable and versatile.
Q: What animal best characterizes you? 
A: A Golden Retriever, because I’m loyal, loving and friendly.
Q: Would you rather live in the city or the country? 
A: The country.
Q: What do you read most: fiction or non-fiction books? 
A: Non-fiction books.

Dan Yorke: A Hardwood Life By James Florence, Diamond Certified Resource Reporter DANVILLE — When Dan Yorke decided to expand his carpeting business to include hardwood flooring, he saw it as a lucrative opportunity to benefit from a growing trend. What he didn’t realize, however, is just how challenging the endeavor would prove to be. “I found out that working with hardwood is a lot more complicated than cleaning and installing carpet, which is what I originally planned to focus on when I opened my business,” he recounts. “It proved to be a pretty sharp learning curve, and it took us a few years to get a handle on it.” Despite the rough initiation, Read more

Dan Yorke is a 28-year veteran of the hardwood flooring industry and owner of Danville Hardwood Company Incorporated, a Diamond Certified company. He can be reached at (925) 838-1311 or by email.

Dan Yorke: A Hardwood Life

When selecting new stair treads for your staircase, you’ll want to make sure they’re built to last.

<h1>Taro Martinez: Stair Man</h1>
<h6>By James Florence, Diamond Certified Resource Reporter</h6>
Taro Martinez used to be an auto mechanic, but when he got tired of that livelihood, he decided to take a step in a new direction. “After owning an automotive repair shop for several years, I needed a change in both career and scenery, so I moved from Los Angeles to Northern California,” he recounts. “Soon after my arrival, I was offered a job with a staircase builder. I’d never done any work like that—I doubt if I’d even cut a piece of wood in half before—but I decided to give it a try. Naturally, there was a steep learning curve in the beginning, but I stuck with it and found my way. In 2004, I struck out on my own as an independent staircase builder.”
Regarding the transition from automotive work to building staircases, Taro says he appreciates the improved character of customer interactions. “Nobody likes having their car worked on. It’s kind of like going to the dentist—something you only do because you have to. In contrast, staircases are often more of a luxury item, so clients come in with a completely different mindset—it’s something they actually want to do. When a customer is actually happy to see you and ecstatic at the end of the job, it makes for a really nice interaction.”
A resident of Concord, Taro spends his time outside of work on a variety of active pastimes. “I’ve been drag racing since I was 13 and I’m still active in that,” he details. “Besides the actual racing, I spend a lot of time working on my car between races. I also practice Brazilian jiu-jitsu, which I’ve been doing for many years.” When he’s not at the race track or martial arts studio, Taro likes relaxing at home. “I live on an acre of property in Concord and it’s very peaceful, so it’s nice to just hang out and enjoy the tranquility.”
In regard to a professional philosophy, Taro espouses the value of helping others. “My business supports a lot of charities, including children’s hospitals, food banks and animal shelters,” he says. “That’s very important to me. It upsets me to hear about some of the bad things that are going on in the world, so I’m grateful that there are organizations dedicated to helping those affected. Also, I believe you have to give in order to receive. Even when my business was really hurting back in 2008, I continued to give. I figured that even though I wasn’t doing very well, there were others who were doing far worse. I think if you’re generous toward others, it will come back to you in the long term.”
When asked what he would do if he were to retire tomorrow, Taro says he’d continue pursuing the activities he currently enjoys in his free time. “I would continue to do jiu-jitsu a few times a week and work on my car. I’d also probably travel. I enjoy driving, so maybe I’d take a road trip across the country.”
Ask Me Anything!
Q: Music or talk radio? 
A: Music.
Q: If you could immediately master any musical instrument, what would you choose? 
A: The drums.
Q: What’s your favorite local restaurant? 
A: Nola Po’Boy and Gumbo Kitchen in Concord.
Q: Reality TV or documentaries? 
A: Documentaries.
Q: What’s your favorite snack? 
A: I’m into fruits and vegetables these days, so probably an apple or banana.

A glimpse into the life and career of Taro Martinez, president of Martinez Stair Company Inc.

Taro Martinez has been working on staircases for 20-plus years and is president of Martinez Stair Company Inc., a Diamond Certified company. He can be reached at (925) 303-4238 or by email.

Taro Martinez: Stair Man

SAN FRANCISCO — There are several factors to consider when choosing window coverings, from style and material to functionality and even safety. However, perhaps the most significant of all these factors is light control. After all, if you have a beautiful view or rely on the daytime sun to illuminate your home, you’ll want a product that allows you to maximize these features. Additionally, if you’re sensitive to light while sleeping, you should choose a product that’s effective at blocking out exterior illumination. Draperies, while effective at blocking out light, have a number of practical downsides. Besides having an old-fashioned look, they’re heavy, they impose upon window views and they dictate where furniture can go. Read more

<h1>Liam Caldwell: Homegrown Talent</h1>
<h6>By James Florence, Diamond Certified Resource Reporter</h6>
SAN FRANCISCO — When Liam Caldwell started working at Armstrong Carpet &amp; Linoleum Co. as a teenager, he hadn’t the slightest notion that he’d one day be president of the company. “I started here when I was 15, working after school and on weekends,” he remembers. “I did everything from making deliveries to binding carpets and making pads. Even after I went to college, I would return every summer and work at the store.”
After graduating, Liam figured it was time to move on to a new career, but a simple phone call disrupted his plans. “I was considering career options when Steve Balestrieri, the owner of Armstrong, called me out of the blue,” he recounts. “He told me they were looking to expand and needed some help with sales and marketing, and he asked if I’d be interested in coming on full-time. I’d always liked working for Steve and didn’t have anything else on the horizon, so I accepted the offer.” In 2018, 25 years after he first started working there as a teenager, Liam assumed ownership of the company from Mr. Balestrieri upon his retirement.
Today, Liam says his favorite part of his job is delivering customer satisfaction. “I enjoy connecting people with the right products, providing quality service and hearing from happy customers at the end of the job. When a customer calls to tell me that we over-delivered and did an excellent job, that’s a real feather in my cap.”
A resident of Brisbane, Liam spends most of his free time doing activities with his daughters, Nia and Aya. “We enjoy going to minor league baseball games, visiting the Aquarium of the Bay in San Francisco and going hiking on San Bruno Mountain,” he details. “I’ve also done a fair amount of youth sports coaching. I coached Nia’s soccer team and I’ll probably end up coaching Aya’s team at some point when she’s older.”
In regard to his professional career, Liam says running a successful business involves a twofold dynamic. “As the owner of a company, I need to make sure that both my customers and employees are happy. It’s unfortunate how a lot of big-box stores subcontract everything and treat their labor like it’s a commodity. The reality is, if the people who work for you aren’t happy or invested in the company, they aren’t going to treat customers as well or be as diligent in their work, which means you’re going to end up with unhappy customers. That’s why I always make sure to address both sides of the equation.”
Ask Me Anything!
Q: Did you play any sports in high school?
A: I was too short for basketball, so I had to play soccer.
Q: If you could take a vacation tomorrow, where would you go?
A: I’d probably go on an Alaskan cruise.
Q: Music or talk radio?
A: I’m about 50/50. I absolutely love music, but I’m also a talk radio junkie—it just depends on my mood and where I am.
Q: What’s your favorite snack?
A: Anything with peanut butter in it.
Q: What was your favorite toy as a child?
A: It’s a tie between G.I. Joe and He-Man.

A glimpse into the life and career of Liam Caldwell, owner of Armstrong Carpet & Linoleum Co. in San Francisco.

Liam Caldwell is president of Armstrong Carpet &amp; Linoleum Co., a Diamond Certified company. He can be reached at (415) 754-3955 or by email.

Liam Caldwell: Homegrown Talent

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DIAMOND CERTIFIED EXPERT CONTRIBUTOR REPORTCommon Mistakes with Hardwood Floor Cleaning When it comes to cleaning a hardwood floor, there are a couple of common mistakes you

DIAMOND CERTIFIED EXPERT CONTRIBUTOR REPORTCommon Mistakes with Hardwood Floor Cleaning When it comes to cleaning a hardwood floor, there are a couple of common mistakes you’ll want to avoid. One is using any cleaning product that contains wax or oil, which are considered contaminants by the hardwood floor industry. After repeated uses, the residual wax or oil will create a coating on your floor. If you decide to refinish your floor later, this coating can cause problems by inhibiting a proper bond between the floor and the finish. Another common mistake is to clean a hardwood floor with water. While water doesn’t contain any contaminants, it can cause an entirely different problem: by continually subjecting the wood to moisture, cleaning with water can cause the floorboards to warp over time.Due to the aforementioned problems, it’s important to use the right technique for cleaning your hardwood floors. The best way is to use an industry-approved product like Bona Hardwood Floor Cleaner, which will effectively clean dirt and grime without leaving residual contaminants or moisture.<a id="_heading=h.gjdgxs"></a>Tu Dang is a 22-year veteran of the hardwood flooring industry and owner of All Bay Hardwood Floors, a Diamond Certified company. He can be reached at (408) 659-6816 or by email.

DIAMOND CERTIFIED EXPERT CONTRIBUTOR REPORTCommon Mistakes with Hardwood Floor Cleaning When it comes to cleaning a hardwood floor, there are a couple of common mistakes you’ll want to avoid. One is using any cleaning product that contains wax or oil, which are considered contaminants by the hardwood floor industry. After repeated uses, the residual wax or oil will create a coating on your floor. If you decide to refinish your floor later, this coating can cause problems by inhibiting a proper bond between the floor and the finish. Another common mistake is to clean a hardwood floor with water. While water doesn’t contain any contaminants, it can cause an entirely different problem: by continually subjecting the wood to moisture, cleaning with water can cause the floorboards to warp over time.Due to the aforementioned problems, it’s important to use the right technique for cleaning your hardwood floors. The best way is to use an industry-approved product like Bona Hardwood Floor Cleane

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