Watch your step

Word of mouth is one of the best ways to find distinctive products that offer something a little out of the ordinary. For flooring specialist Christopher Michaels, referrals are also the biggest source of new business.

Director of marketing Mike Hernandez says Christopher Michaels' claim to fame has long been its fine, custom inlaid carpeting and area rugs.

"The craftsmanship and creativity that goes into each rug is our key point of difference," Hernandez says. "Our clients are not just ordering a new carpet they are effectively commissioning an artwork. The design may be something they initiate, or it may be an idea we have already developed."

Hernandez says clients are invariably customers for life, returning to order carpets and area rugs for new projects.

But the company doesn't only specialize in custom rugs and carpets it also supplies stone tile flooring, and a variety of precision-milled hardwood floors. These may be distressed to provide an authentic, aged appearance. Scarring and surface marking, for example, is produced without repetition.

All the hardwood floors have a precise tongue-and-groove fit, and are installed by CM-certified installers.

Hernandez says the company's reputation was instrumental in securing a business partnership with Macy's stores. Christopher Michaels has established the flooring department within Macy's stores throughout Chicago, Minneapolis and Detroit. The 12 Macy's locations that Christopher Michaels operates showcase carpet, hardwood and custom area rugs.

In addition, Christopher Michaels has a retail store in Oakbrook, and designer galleries (for the trade) in Arlington Heights and Elk Grove, Illinois.

For further information, contact Mike Hernandez, phone (224) 265 5019. Email: mikehernandez@colormyrug.com, or visit the website: www.colormyrug.com.

Story by: Trendsideas