Longevity, Expertise, & the Family Behind It All

It’s Just How They Roll at The Floor Covering Shop

by Rona Mann Images by Brittany Graf Photography

They have a rhythm. It’s in how they move, how they relate to and complement one another, and how they treat their customers. It’s how they roll, and how they’ve done so since 1963.

“They”are the people who own and “live” what they do at The Floor Covering Shop. If you grew up in Norwich, you probably grew up never knowing another floor covering store. If your kids grew up here and came to the store with you, they probably remember being allowed to maneuver up and down the bolts of carpeting, playing hide and seek among the stock rolls. It was a fun place 58 years ago when they first took over an existing business, and it’s still a warm and welcoming shop where clients are guided, but never “sold.”

Meet the people who make flooring more than just selection, installation, and purchase. Meet the people who are expert at what they do and work together in concert with a special rhythm to make your experience a positive one. Meet Greg Graf, the owner, who does not sit on his laurels. Matter of fact, Greg doesn’t sit much at all. Every day he’s on the road throughout the eastern portion of Connecticut doing all the measuring and estimates, averaging approximately eight in-home visits daily. While he is versed in all products, his passion is hardwood flooring. He knows everything there is to know about hardwoods and is only too happy to share that knowledge and make recommendations that turn people into lifelong customers because they know they have someone they can trust.

While Greg is on the road, his son, Jonathan is in the shop every day. He is Operations Manager, marketing and networking guru, and his area of expertise is carpeting. This is not a title a father just “gave” his son; he had to work for it! From the time he was a little boy running around those same rolls of carpeting, he was learning the business, literally from the floor up!

While she is not blood-related to the Grafs, Project Manager, Jennifer Price, is as much a part of this family as anyone else. With 23 years of experience in the tile business and more than 10 at The Floor Covering Shop, Price considers tile “my passion.”Price loves showing customers the place that tile holds in the showroom and the possibilities it affords someone in their home. The tile is not just for the floor, but for showers, kitchen backsplashes, even walls. This is not your grandmother’s tile that The Flooring Shop

sold in 1963; today choices are astounding in color, style, and are featured in a variety of materials and designs. Today there is also ceramic and porcelain tile, glass tile, and natural stone to beautify any home, however, the job is not finished when the install is complete. “We teach our customers how to maintain the look of their flooring so they have it for a long time,” says Jennifer who also points out they can create a curbless shower, a must for safe and secure accessibility for people who want to stay in their homes longer and age in place. Not only are they made safe and easy for a wheelchair or walker to roll in smoothly, but they are extremely attractive in design. Add to this: patios, fireplace hearths, walls, and all manner of indoor/outdoor floor covering.

It is important to note according to Jon, “Every day, eight to twelve crews of installers work out of here. They work for us, so we’re not sending in strangers to your home. Most of them have been with us anywhere from 10 to 30 years.” Jennifer adds, “When a customer walks in the door, they’re getting family, longevity, and the expertise of our installers, employees who have been with us a long time.”

During a good portion of 2020 during the pandemic, The Floor Covering Shop was forced to lock its doors like most other businesses. Although while not open to the general public in order to maintain everyone’s health and safety, the team still worked together every day, finding new and different ways to service their customers.

“We brought samples right to the home which really is something we always did anyway,” Jennifer said, “but we were bringing them on the back of a car or truck, making sure everything was sanitized, and leaving it outside the home. It was like a tailgate party,” she laughed.

Greg’s daughter-in-law, Brittany Graf, is a professional photographer who lends her considerable talents to the shop and its customers, frequently taking photographs of finished work to feature on the company’s website. Yet another family member with talents to complement the mindset of this company and how they view their service.

This then is The Floor Covering Shop. You know, it’s the one in that great old trolley barn on Central Avenue. “We have owned this building since 2012,” Jonathan says proudly, “so we’re not going anywhere soon.”

With that, they go back to work. Greg to do inperson measuring and estimates, bringing to the mix his years and knowledge of hardwood flooring; Jonathan, the carpeting expert; and Jennifer, with 23 years’ experience in the tile business. If you meet them, you’ll immediately feel the sense of pride they have for the shop, the affection for one another, and their palpable camaraderie. You won’t hear the music, but you’ll see and feel the rhythm of how well they work together in concert for their customers... customers who’ve been literally coming for generations because they know this shop and they also know that the family housed within it is the real deal.

And who knows? They just might let you play hide and seek again. After all, it’s how they roll.

The Floor Covering Shop is located in the old Trolley Barn at 385 Central Avenue in the Greeneville section of Norwich (860) 887-3523 www.floorcoveringshopince.com