European Hardwood Floors

Bojan Milosevic: A Paternal Partnership

By James Florence, Diamond Certified Resource Reporter

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.