FAMILY FLOORING

Quality products and professional service with heart lead to enduring success for this family business

by Sarah Dale

Family Flooring offers more than just flooring services, they offer a family atmosphere. When a customer walks into either of Family Flooring's two locations, one in Great bridge and the other in Western branch, they are often greeted by the owners, Tony Johnson and Jeff Jechura, or by Tony's wife and store manager, Katherine Johnson, or the smiling, friendly face of Kevin McKenzie or Jack Vansant, the showroom sales associates. Meanwhile, lining the walls and aisles of their abundant showrooms are the latest designs and styles of flooring.

Whether customers want to replace their old kitchen tile with hardwood flooring, or their living room with soft, lush, light carpet, they'll be able to find what they're looking for at Family Flooring. Shooting the breeze while conducting their business, customers can browse before settling in behind the main desk to ask their questions and discuss their choices with the owners. This relaxed, comfortable atmosphere is just the tip of what Family Flooring is all about.

Just over 12 years ago, friends and colleagues Jeff and Tony decided they wanted to rise above their positions as technicians for another flooring company and open their own business. The idea of setting their own hours and being more in control of their lives was a starting point. But more than that, they wanted to create a business that could combine their professional interest in flooring with their personal belief that family is the most important thing in life.

Tony and Jeff started their business over 12 years ago. Their showroom may have expanded since then, but their commitment to their clients has not changed.

Since opening, their venture has faced the highs and lows of the roller coaster economy. "We are very proud of staying in business despite the downward-slide of the economy in recent years," Tony says. "Many small businesses haven't made it."

Jeff, for his part, credits Family Flooring's success over the last 12 years to one thing in particular: "We have built our business on service, not on retail," he says of his entrepreneurial philosophy. "When a customer walks into one of our showrooms, they will find the best products and even more selections than ever before, and we work with them one-on-one, personally and professionally, until they are given exactly what they want."

Tony and Jeff believe that buying a product, especially an investment as considerable as flooring, should never be done on a whim. They also believe that customers should never be pressured into purchasing something they don't need or want. For these reasons, Jeff and Tony treat their customers just as they would their own families. They believe that the selection of just the right flooring for a home should be fun, but should also be done with care.

"Our customers are like family to us," Jeff says. "We build long term relationships with many of them, and expand that relationship to their families. Word of mouth referrals have always been a big part of our customer base. We like to get to know our customers so that we can offer good advice about products, and we try to understand their specific needs. We offer the total package: quality products, professional expertise, and the area's most experienced installers."

"We have built our
business on service, not
on retail. When a customer walks
into one of our showrooms, they
will find the best products and even more
selections than ever before, and we work with
them one-on-one, personally and professionally, until
they are given exactly what they want."

- Jeff Jechura

Jeff and Tony give deserved credit for their success to their team of installers and service agents. The newest addition to the Family Flooring team is Aaron Cannody, who specializes in hardwood, ceramic, and LVT (Luxury Vinyl Tile). "Aaron is a wonderful installer: friendly, trustworthy, and highly skilled, and we're so happy to have him here working with us," Jeff says. Customers say Aaron is a delight to work with, and that he's the kind of professional who really cares about the work he does.

Other Family Flooring pros include father and son teams Woody and Ray Schmitt, Rich and Tyler Cuthrell, Mike and Steve Powers, Mike and Brandon Pappas, Tony's own son Tony Jr., Jeff's son Eric, and Sales Associate Kevin McKenzie.

"It's remarkable that almost all of our technicians have brought on their sons to work with us" Jeff says. "Family Flooring really is a family business in the truest sense." Having their sons involved in such an important aspect of their business could eventually lead to a new generation of Family Flooring in Hampton Roads.

Another team member that Jeff and Tony speak and think highly of is their outside sales rep, Peggy Pigg. "Peggy is a positive, energetic professional who's passionate about taking care of her customers," Tony says. "She values her job immensely and does everything she can to give her best at all times."

Peggy isn't always in the showroom, as her position allows her to greet customers in a one-on-one setting in the comfort of their homes.

"I love my job," Peggy says. "Tony and Jeff have been so good to me and I so enjoy working for Family Flooring. Our customers have such trust in us and getting to know them is one of the perks of my job. It isn't just about doing measurements."

"Peggy is wonderful at her job and we are blessed to have her working with us," Jeff adds. "She loves going to meet potential customers in their homes -- providing that initial consultation, answering questions - and she's a wealth of information.'

When Tony and Jeff hired their team, the most important trait they looked for was integrity. It's important to the pair that they continue with the same values they began with - care and consideration for their customers.

"We feel good about our team because they are people who share the same family values that we do," Jeff says. "This ensures they will always live up to our standards of service."

With their two locations, customers from Western branch to beyond Battlefield Boulevard will be able to drive a short distance to reach a quality showroom with a wide array of choices.

"We have no intention of branching out any further than Hampton Roads," Tony says with a chuckle. "We love our community."

Family Flooring was built by two friends on the values of trust, caring, and the love of making homes look their very best. Through it all, Tony Johnson and Jeff Jechura have persevered, succeeding because of the belief that serving their customers with heart is the most important business practice of all.

Family Flooring Outside Sale Representative Peggy Pigg's passion for her work is obvious