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Juan Navarro: Quality Without Compromise

By Caitlyn Stair, Diamond Certified Research Reporter

For Juan Navarro, great flooring is a lot like a well-tended garden—it takes patience, care and a willingness to go the extra mile. Whether he’s bringing a worn floor back to life or growing vegetables in his backyard, he believes the best results come from consistent effort and attention to detail.

Juan first got involved in the flooring industry at 19 years old, when a family friend introduced him to the trade. “This is pretty much the only job I’ve had as an adult,” he says. “I jumped into it and never looked back.”

Over time, Juan built his skills in installation, refinishing and project management, gaining hands-on experience that would shape his career. After years of doing the same tasks for other companies, he realized he needed a greater challenge and more control over his future. In 2010, that realization led him to establish Navarro Flooring. “I started my own company because I wasn’t getting challenged,” he explains. “It was always the same manual labor work and I needed more. So, one day I decided to get my contractor’s license and open my own business.”

Today, Juan focuses on delivering high-quality craftsmanship and reliable service to homeowners in Marin and Sonoma Counties. “I like the freedom of working hard and creating nice products for people,” he says. “I can walk into a house with the most worn-down floor and make it look brand-new again in a couple of days.”

Juan is passionate about the challenges and continuous learning that come with the flooring trade. He regularly takes hardwood flooring courses and connects with industry peers to stay sharp. “There’s always something new in this industry, from products to installation methods,” he says. “It’s important to stay ahead of it.”

Juan also takes pride in being hands-on with his customers and team members. “I do all the estimates myself and talk to clients about what they want,” he says. “I always try to be onsite, especially for bigger jobs, and we meet each morning to make sure everyone has what they need to succeed.”

Originally from Jalisco, Mexico, Juan immigrated to the United States with his family when he was seven years old and has spent most of his life in the North Bay. After years in Novato, he recently moved to a larger home in Rohnert Park with his wife, Laurie. Juan says he appreciates the Bay Area for its natural beauty and lifestyle. “There’s a lot to do, from hiking to eating at great restaurants. I even like taking the train to different towns for dinner. It’s easy and enjoyable.”

Outside of work, Juan enjoys riding his electric bike and spending time in his garden. “There are so many bike trails around here, so we go on long rides every weekend,” he details. “I also grow tomatoes, peppers and other vegetables. It’s like having a little grocery store in my backyard. I can’t even eat store-bought vegetables anymore—they’re not the same.”

At the core of Juan’s professional philosophy is a commitment to doing the job right, without compromise. “I always tell my guys that I don’t want any ‘buts,’” he says. “I want our clients to say we did a great job—no ‘but this’ or ‘but that.’ If you have to do a little extra to make sure the job comes out right, just take care of it.”

Ask Me Anything!

Q: Coffee or tea?
A: Coffee. I used to work in a bagel shop and they always had great coffee, so I got hooked at an early age.

Q: If you could retire tomorrow, what’s the first thing you’d do?
A: I’d start a much bigger garden and grow all kinds of vegetables to give away.

Q: What’s your favorite fruit?
A: Spicy peppers, especially purple chili peppers.

Q: If you could immediately travel anywhere in the world, where would you go?
A: Costa Rica. It looks beautiful, with amazing natural parks and scenery.

Q: What’s your earliest memory?
A: Being in Mexico, walking through busy streets filled with vendors and small markets. I remember my parents buying me little things like candy and balloons.