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Raphael Hardwood Flooring: Debuts a Beautiful New Showroom

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Josh Raphael, owner, Raphael Hardwood Flooring, invites you to visit their new showroom and be transfixed. Centrally located in the heart of Lodi, they occupy the iconic Blewitts Dairy building.

This expanded and updated showroom features large, panoramic panels intended to highlight the natural beauty of todays’ hardwood floors. Josh believes their difference is genuine. “The design trends we see today are all geared toward longer board lengths and wider widths. It simply isn’t possible to get an accurate idea of the overall look of any genuine wood floor from a portable sample,” he explained. “The large samples highlight the natural amount of color variation that exists in any genuine wood floor. We offer free cut samples of every floor we highlight for homeowners to keep when selecting fabrics and paint colors.” 

Choices for Busy Families
Josh and his staff are completely consumed and beyond excited with their collection of waterproof floors. “Welcome to the next frontier in flooring,” he said. “It turns out you can have your cake and eat it too! You don’t need to choose between your kiddos, Fido and floor anymore. Yes, kids, messy pets and beautiful wood floors can share the same room together! Never before have there been so many options in flooring, which gives clients the opportunity to own the floors of a lifetime with a warranty to match.” 

His story is inspiring, and he described his journey to establishing Raphael Hardwood Flooring in 2001. “It was a dusty garage and a long-bed Chevy that helped to create what would eventually become the Central Valley’s primary source for wood floors,” he smiled. “My love for installing and restoring antique floors began while I was working with Gary Rosene, owner-operator of Woodbridge Hardwood Co. in nearby Woodbridge, California. From 1996 to 2000, Gary took me on as an apprentice and, under his leadership, we focused on high-end projects.”

Josh remains indebted to Gary for being both a teacher and boss and instilling in him the ongoing need for excellence in every floor. He soon realized that working with wood was something he truly enjoyed, and with time, his dream was realized through the birth of Raphael Hardwood Flooring.

Value-Based Business
“The San Joaquin community has continued to reward our company’s three primary values, which guide each decision we make. They are honesty, humility and kindness. Each leg of this tripod provides a clear course for our mission,” he continued. “We are one of the last remaining companies in Northern California that has real employees. It is an old-school model of doing business, but we feel it gives us expert control over time management, quality craftsmanship and dependability.” 

He recognized that his home state of California is an expensive state in which to do business, and virtually all flooring businesses escape workers compensation and liability insurance by engaging in the risky habit of subcontracting labor. “My team and I reject this corporate philosophy of greed and we feel there are still individuals who understand that cheap work isn’t good and good work isn’t cheap,” Josh noted.

Get Your Motor Running for Good
His passion extends to his belief that he needs to use his business as a platform to help people. “Otherwise, what is the purpose of coming to work?” he said. He not only talks the talk, but definitely walks the walk, or in this case, rides. 

Josh and his family have been touched by mental illness, as his twin brother, Jeremy, died too young at age 39. He understands the depth of sadness and the helpless feeling it gives you and has decided to do something tangible to make a difference. “There is hope. I want to use my own struggles with the pain and trauma of divorce and the early death of my twin brother to make a difference. How can you do that? The rock band Queen has the famous lyric that rings in my ears, ‘Get on your bikes and ride.’ We are going to do just that.”

This July 13 through 19, he will ride his bike with the Horizon M360 Bike Club from Monterey to Malibu to fight suicide and support the American Foundation for Suicide Prevention’s bold goal to reduce the suicide rate 20 percent by 2025.

“Every company exists for a reason. Behind the scenes we are motivated by principles, causes and goals. I am proud to partner with our customers in a goal to raise money for the AFSP,” he reiterated.

Raphael Hardwood Flooring’s new showroom is open Monday through Saturday. They would love to see you in!

Raphael Hardwood Flooring, Inc. is located at 229 S. Sacramento Street in Lodi. Call 209-366-0664 or text 209-457-0566. Visit raphaelhardwoodflooring.com to learn more and give to his cause.