Diamond Certified Company Report

Asien’s Appliance, Inc.

Diamond Certified Company Report

Asien’s Appliance, Inc.

Diamond certified ratings dashboard
CUSTOMER SATISFACTION i
Customer LOYALTY i
Helpful Expertise i
Company Credentials i
  • Workers Compensation
  • Liability Insurance
  • License Verification
  • Business Practices
  • Current Complaint File
Phone SURVEY RESPONSES FROM 394 VERIFIED CUSTOMERS i

Lucas M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

1 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

The service was excellent in-store and out. The quality of the dishwasher was very good, and they installed it. They were prompt, on time, and they did a very good job. The area where they worked was clean. I would absolutely recommend them.

The service and the people were very accommodating and knowledgeable. They took care of me.

Rae R.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

2 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

Their showroom is very well organized, nice, and clean. Their sales staff is very professional and knowledgeable.

I liked everything about them. They always treat me really well when I go there.

Steven S.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

3 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

I heard about them from another customer and was very impressed by the quality, knowledge, and expertise given by their service department. Carlos came out and did everything professionally. He knew how to do the repair work competently. He knew what the problem was and showed me step by step what he was doing and why. He really knew how to take care of the problem efficiently. I was very satisfied.

I liked the repairman's good personality and his willingness to show me what he was doing. I liked that he was so helpful, and he saved me a lot of money by being able to do the repairs that were needed.

Read All 394 Survey Responses at Ratings View
Diamond certified VIDEO PROFILE
Diamond certified company PROFILE

Chris Wilhelmsen (L) and Paul Gwilliam, Co-Owners

Asien’s Appliance, Inc. provides a wide variety of appliance services at its Santa Rosa showroom, including sales, delivery/installation, service and repair, extended warranties, and Brand Source financing. The company takes pride in offering each customer low prices and personalized service, whether they’re replacing old appliances, adding new appliances for a remodeling or building project, or creating a backyard oasis with quality outdoor kitchen products. 

Asien’s Appliance has been serving North Bay customers since 1948, when John “Frenchy” Asien first opened its doors. Current owners Paul Gwilliam and Chris Wilhelmsen are longtime Sonoma County residents. Mr. Gwilliam started at Asien’s as a salesman in 1988 and Mr. Wilhelmsen joined after merging his company, Appliance Solutions, with Asien’s in 2004.

Mr. Gwilliam and Mr. Wilhelmsen say Asien’s Appliance’s main focus is delivering personal sales and exceptional service to every customer at a competitive price. “We understand that today is all about the shopping experience. Creating a comfortable, stress-free environment where customers get one-on-one assistance is what sets us apart from the big box stores.”

Read moreShow less
COMPANY REPORT NAVIGATION

Diamond Certified Companies are Rated Highest in Quality and Helpful Expertise.

  • Why this rating is the most accurate.
  • Our editors gather deep company info.
  • Performance is Guaranteed.

DIAMOND CERTIFIED RESEARCHED CAPABILITIES ON Asien’s Appliance, Inc.

COMPANY CONTACT
Locations

Sonoma County
Marin County
Napa County
San Francisco
Mendocino County

Get Directions
SERVICES PERFORMED

Appliances
Installation
Sales
Service

BRANDS Supported
  • AGA

  • Amana

  • Asko

  • Big Green Egg

  • Blue Star

  • DCS

  • Fisher and Paykel

  • GE Cafe

  • General Electric

  • Hotpoint

  • Jenn-Air

  • KitchenAid

  • Liebherr

  • Lynx

  • Maytag

  • Miele

  • Samsung

  • Scotsman

  • Speed Queen

  • Sub-Zero

  • Viking

  • Whirlpool

  • Wolf

  • Zephyr

DIAMOND CERTIFIED RESEARCHED ARTICLES ON Asien’s Appliance, Inc.

A kitchen display at Asien’s Appliance’s Santa Rosa showroom

Company Profile

Asien’s Appliance, Inc. provides a wide variety of appliance services at its Santa Rosa showroom, including sales, delivery/installation, service and repair, extended warranties, and Brand Source financing. The company takes pride in offering each customer low prices and personalized service, whether they’re replacing old appliances, adding new appliances for a remodeling or building project, or creating a backyard oasis with quality outdoor kitchen products. 

Asien’s Appliance has been serving North Bay customers since 1948, when John “Frenchy” Asien first opened its doors. Current owners Paul Gwilliam and Chris Wilhelmsen are longtime Sonoma County residents. Mr. Gwilliam started at Asien’s as a salesman in 1988 and Mr. Wilhelmsen joined after merging his company, Appliance Solutions, with Asien’s in 2004.

Mr. Gwilliam and Mr. Wilhelmsen say Asien’s Appliance’s main focus is delivering personal sales and exceptional service to every customer at a competitive price. “We understand that today is all about the shopping experience. Creating a comfortable, stress-free environment where customers get one-on-one assistance is what sets us apart from the big box stores.”

Read moreRead Less
Company Philosophy

"We truly want happy customers, so we offer something that's hard to resist–help. Because we service the products we sell, we're able to take care of any problems at our in-house service department, which saves our customers the hassle of finding appliance repair shops. Our staff of knowledgeable salespeople, fully trained technicians, organized schedulers and skilled installers guarantees our clients will enjoy their appliances for years to come."

Read moreRead Less
Comparative Summary

Few appliance showrooms earn the prestigious Diamond Certified award, which means they’ve been independently rated Highest in Quality. Even fewer can also claim more than 60 years of industry experience, but that’s exactly the case for Asien’s Appliance, Inc. “We’ve lasted so long because we genuinely care about every customer, sale and installation,” says co-owner Chris Wilhelmsen. “Our salespeople are involved beyond just the sale, and since most of our business comes from referrals, everyone who works here is focused on ensuring our customers are happy and get exactly what they expect.”

Asien’s Appliance provides a variety of appliance services at its Santa Rosa showroom, including sales, delivery/installation, service and repair, extended warranties, and Brand Source financing. The company also offers in-home appliance service and repair services to customers throughout Sonoma County, and it’s qualified to work on a wide range of leading brands, including KitchenAid, Maytag, General Electric, Hotpoint, Viking and Sub Zero.

Unlike less experienced appliance stores that focus entirely on selling products and rely on subcontractors to perform installation work, Asien’s Appliance utilizes its staff of expert installers and sizeable fleet of service vans to handle every step of the appliance installation process for its customers. “We have five fully stocked vans, which is more than any other appliance showroom and ultimately gives us more control over our delivery time frames,” says co-owner Paul Gwilliam. “Also, the fact that we use our own employees for installation jobs means we’re able to provide better quality control.”

Indeed, Asien’s Appliance’s comprehensive approach to quality control is one of its most distinguishing attributes. “We take our time and focus on the service aspect of the job,” says Mr. Wilhelmsen. “From removing the tape inside refrigerators and wiping them down so the stainless steel looks good to slimming appliances into holes and taking all packing materials with us when we go, we’re all about offering quality service.”

Read moreRead Less
Industry Info

When looking to purchase a refrigerator, make sure you consider all your options. Household appliance designs have undergone numerous changes in the last couple decades, especially when it comes to refrigerators. Only 10 years ago, refrigerators with side freezers were popular choices, but that trend has already gone out of style. “The main problem with side-by-side refrigerators and freezers is each section is tall and not very wide, so you can’t store platters and large food items,” says Paul Gwilliam, co-owner of Asien’s Appliance, Inc. in Santa Rosa. “Today, most refrigerators are sold with the freezer units at the bottom. Fresh food is higher up and more easily accessible, and the freezers come with sliding baskets and removable bottom drawers. It’s just a better, more practical design.”
Modern refrigerators also come with door options (single or French) that give homeowners a variety of options when it comes to appliance placement. “French doors require less space to open, which means they’re convenient if you have a small kitchen,” explains Mr. Gwilliam. “Single door refrigerators need a lot of space in front of them, but French door refrigerators don’t have that issue.”
Here are some other recent trends in refrigerator design:
Built-in beverage center. This extra space by the refrigerator door uses cold air from the freezer to chill beverages.
Fridge drawers. These are designed to expand space for refrigerated items, but their versatility allows them to be installed anywhere in a kitchen, and they come with special features like fruit baskets and wine holders.
Dry-erase door panels. These are good options for homeowners with children. The panels are covered top to bottom with a white, dry-erase surface that allows for easy writing and erasing.
Removable digital frames. These allow you to display photos without using magnets and feature “Fast Fill” technology that ensures a cool exterior. The interchangeable interface lets you plug in a DVD/CD player, digital photo album or MP3 player.

Read moreRead Less
Frequently Asked Questions

Q: Do you deliver and install the appliances you sell?

A: Yes. We offer delivery and installation services Monday through Friday from 8am to 5pm. Every person on our installation crew is certified by the manufacturers of the products we sell.

Q: What kind of time window do you give for deliveries?

A: We give a four-hour window, plus we have a ‘first delivery’ option, which means you’re guaranteed to be the first delivery of the day. For later deliveries, we’ll always meet that four-hour window, but the exact time will depend on the progress of earlier deliveries. Regardless, we’ll always call 15 minutes before arriving so you know when to expect us.

Q: Can you remove my old appliance after installing the new one?

A: Yes, appliance removal is included in our regular delivery service.

Q: Are you available for emergencies?

A: Unfortunately, no. If you have a problem with an appliance, we can schedule you for the next available service window. If it’s a refrigerator, we’ll do everything we can to get there that same day, but we can’t guarantee it.

Q: Can you convert electrical appliances to natural gas or propane?

A: Yes. Many of the higher-end appliances we sell have natural gas or propane models, but we can also convert an appliance if that’s the only option.

Read moreRead Less

SELECTED PHOTOS FROM Asien’s Appliance, Inc.

View Comments
Shares

DIAMOND CERTIFIED EXPERT CONTRIBUTOR ADVICE & TIPS FROM Paul Gwilliam

Expert CONTRIBUTOR PROFILE
  • Paul Gwilliam is a longtime veteran of the home appliance industry and owner of Asien’s Appliance, Inc., a Diamond Certified company since 2002. He can be reached at (707) 874-8923 or by email.

Paul Gwilliam: Applied Expertise

By James Florence, Diamond Certified Resource Reporter

SANTA ROSA — After several years in home appliance sales, Paul Gwilliam’s years of applying himself finally paid off in the form of an exceptional opportunity. “I started out as an appliance sales rep at Montgomery Ward in Daly City, back in the late ’70s,” he remembers. “In 1988, I was hired at Asien’s Appliance, Inc., where I continued to do sales before being promoted to general manager. A few years later, Larry Asien, the company’s founder, decided to start transitioning out of the company and chose me as his successor. In 1994, he brought me in as a partner.”

Today, as owner of Asien’s Appliance, Paul takes pride in continuing the business’ longstanding legacy for quality products and service. “Back when I was on the sales floor, I enjoyed helping people solve problems and giving them the information they needed to make good decisions,” he says. “Almost 30 years later, it’s good to see the same customers—and in many cases their children—return to us. It’s just great to see the confidence people have in our store.”

Raised in San Francisco, Paul resides today in Windsor with his wife, Terri. Outside of work, he engages in a variety of active pastimes. “I enjoy golf, boating and taking RV trips with my wife,” he says. “And, of course, I always like barbecuing with friends and family.” Additionally, Paul takes time to keep up with his three grown sons. “Terri and I have three boys, all of whom are spread out and involved in their own careers, so we make it a point to keep in touch.”

In his life and career, Paul espouses the importance of going with your gut. “I believe in doing what feels right,” he explains. “Sometimes a decision may not make total sense on paper, but it feels like the right thing to do for a customer or an employee. After all, to truly be successful in business, you have to look at more than just the bottom line—you have to be honest and do right by others.”

When asked the first thing he’d do if he were to retire tomorrow, Paul says he’d embark on an extensive road trip. “I’d probably jump in my RV and see some more of this country. I’ve only been to about 10 of the 50 states, so there’s a whole lot out there I have yet to explore.”

Ask Me Anything!

Q: What’s your favorite season?
A: Summer—there are more opportunities to do the things I love, like boating, RVing and barbecuing.

Q: Coffee or tea?
A: Coffee.

Q: What are your favorite TV shows?
A: “The Profit” and “Shark Tank.”

Q: If you could fluently speak any foreign language, what would you choose?
A: Probably Spanish—it would be both fun and useful.

Q: What was your favorite toy as a child?
A: My bike.

Read moreRead less
Expert articles
  • Utility Considerations in Kitchen Remodeling

    SANTA ROSA — When having your kitchen remodeled, one thing you’ll need to think about is utilities, particularly in relation to the appliances you’re planning to use. Here are some things to consider:

    Power requirements/specifications
    Besides deciding between gas- and electric-powered appliances, you’ll need to assess the power requirements and specifications of the appliances you select. For instance, if you plan to have gas appliances, will they run on natural gas or liquid propane? Or, if you plan to have electric appliances, will they require 110 volts of power or 220 volts?

    Water connections
    You’ll also need to consider which appliances require connections to water. Obviously, your dishwasher will need one, but you’ll need additional connections if your refrigerator has a water dispenser or icemaker.

    Placement
    Make sure the placement of appliances is correct in regard to their required utility connections. You don’t want to have to install your appliances a second time because they ended up in the wrong spot.

    Read moreRead less
Expert video tip
  • Video: Utility Considerations in Kitchen Remodeling

    Complete Video Transcription:

    SANTA ROSA — Host, Sarah Rutan: When shopping for new appliances during a kitchen remodel, it’s important to consider your options in terms of utilities. To learn more, we’re in Santa Rosa with Todd Till, sales manager at Asien’s Appliance, speaking on behalf of Diamond Certified Expert Contributor Paul Gwilliam.

    Todd Till: Some of the things to consider when you’re doing a kitchen remodel are utilities. The most important thing to know is what types of utilities you’re going to use. If you’re going to have gas appliances, are they going to be natural gas or are they going to be liquid propane? If you’re having electric appliances, will they be 110 volt or 220 volt? What types of water will you need for your appliances? Obviously you have a dishwasher; you need water to that. And will your refrigerator need water for an ice line or an ice maker?

    Also, it’s important to know where those utilities need to be placed either in your cabinets or in the walls. So, confer with the manufacturer’s spec sheets to make sure that those are in the right spot. We don’t want to go back out and have to install your appliances a second time because they’re in the wrong spot. You want everything to be seamless.

    Host, Sarah Rutan: To learn more from local top-rated companies, visit our Diamond Certified Expert Reports at experts.diamondcertified.org.

    Read moreRead less
  • Video: Utility Considerations in Kitchen Remodeling

    Complete Video Transcription:

    SANTA ROSA — Host, Sarah Rutan: When shopping for new appliances during a kitchen remodel, it’s important to consider your options in terms of utilities. To learn more, we’re in Santa Rosa with Todd Till, sales manager at Asien’s Appliance, speaking on behalf of Diamond Certified Expert Contributor Paul Gwilliam.

    Todd Till: Some of the things to consider when you’re doing a kitchen remodel are utilities. The most important thing to know is what types of utilities you’re going to use. If you’re going to have gas appliances, are they going to be natural gas or are they going to be liquid propane? If you’re having electric appliances, will they be 110 volt or 220 volt? What types of water will you need for your appliances? Obviously you have a dishwasher; you need water to that. And will your refrigerator need water for an ice line or an ice maker?

    Also, it’s important to know where those utilities need to be placed either in your cabinets or in the walls. So, confer with the manufacturer’s spec sheets to make sure that those are in the right spot. We don’t want to go back out and have to install your appliances a second time because they’re in the wrong spot. You want everything to be seamless.

    Host, Sarah Rutan: To learn more from local top-rated companies, visit our Diamond Certified Expert Reports at experts.diamondcertified.org.

    Read moreRead less
Asien’s Appliance, Inc. WEBSITE AND EXTERNAL FEED
  • Asien’s Appliance, Inc. SOCIAL MEDIA FEEDS
Diamond Certified RATINGS ON Asien’s Appliance, Inc.
Diamond certified ratings dashboard
CUSTOMER SATISFACTION i
Customer LOYALTY i
Helpful Expertise i

Each surveyed customer was asked, “If you needed any helpful expertise, did this company provide that expertise?” To calculate this score, total “Yes” responses were divided by total responses (excluding those that stated they hadn’t needed any expertise).

Company Credentials i
  • Workers Compensation
  • Liability Insurance
  • License Verification
  • Business Practices
  • Current Complaint File
Phone SURVEY RESPONSES FROM 394 VERIFIED CUSTOMERS i
Asien’s Appliance, Inc. : Average 8.8 out of 10 based on 394 unique customer surveys of customer satisfaction.

Lucas M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

1 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

The service was excellent in-store and out. The quality of the dishwasher was very good, and they installed it. They were prompt, on time, and they did a very good job. The area where they worked was clean. I would absolutely recommend them.

The service and the people were very accommodating and knowledgeable. They took care of me.

Rae R.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

2 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

Their showroom is very well organized, nice, and clean. Their sales staff is very professional and knowledgeable.

I liked everything about them. They always treat me really well when I go there.

Steven S.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

3 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

I heard about them from another customer and was very impressed by the quality, knowledge, and expertise given by their service department. Carlos came out and did everything professionally. He knew how to do the repair work competently. He knew what the problem was and showed me step by step what he was doing and why. He really knew how to take care of the problem efficiently. I was very satisfied.

I liked the repairman's good personality and his willingness to show me what he was doing. I liked that he was so helpful, and he saved me a lot of money by being able to do the repairs that were needed.

Pat V.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

4 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

I think that if there's a problem, they take care of it right away. I like buying things locally, so I can look at you. Everything seems to be very good and excellent.

The people that you work with

Walt T.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

5 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

I guess that they did a good a job, and we were happy with them.

They were on time.

Laura B.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

6 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

Reliable

Reliability

William B.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

7 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

That they were reliable and prompt

That they were able to fix my gas dryer immediately, he knew exactly what it was and what the part was and replaced it in about 10 minutes. He tested it a few times to make sure it was working right, and I haven't had a problem with it since.

JoAnn B.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

8 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

That they're professional, honest, on time, loyal, and trustworthy, they're just very professional and know what they're doing.

The personal attention, the one-on-one follow-through, accessibility, the on time appointments and delivery, and their professionalism, they're also very normal and down-to-earth people.

Paul G.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

9 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

It was fine. They have high-quality stuff. It was good. Our salesperson, Rick, was very good.

Their service was very good, and Rick gave us some good advice on the equipment that we bought.

Kelly M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

10 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

They knew their products, and they were personable.

Just their personalities

Walter M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

11 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

That they provide excellent service

The quality, they sell very good quality products, and they have excellent service and staff.

Diana P.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

12 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

I've used them to both service my old washer, and when it eventually died, we bought a new one from them. The service people are very knowledgeable. I really appreciated the guy who came out and told me exactly what was going on and that repairing the old washer wasn't going to be an option at that point. We went there to buy it, and the service people were great. They gave us options within the parameters that we were looking for, and it was a great experience.

They were very easy to talk to. The sales guy was great, not pushy. He was helpful without being overbearing, I suppose you would say. It was all good, so nothing was bad. They were prompt, they came when they said they would, and they did what they said they would do, so what more can you ask for?

Dorothy A.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

13 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

I am satisfied with their service.

They take care of my complaints.

Elizabeth C.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

14 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were very efficient, they answered all of my questions, and they didn't oversell. They did what I needed to have done.

Their service department, I can call and ask questions, and they would answer them.

Ernest M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

15 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

The woman who comes out here is absolutely fantastic. I don't remember her name.

I like the woman who comes out. I can't remember her name. She is extremely smart, extremely efficient, and extremely thoughtful.

Jack E.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

16 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

I think it is very important to shop and support local businesses.

The staff, they are very helpful and very knowledgeable.

Joe T.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

17 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are very good and very attentive.

The service people they send out are really great.

Ken M.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

18 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

They are very reliable.

The quickness of their service department

Kevin A.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

19 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

They help me out when I need specialty parts for my appliances.

They are local and convenient.

Maria D.

VERIFIED Asien’s Appliance, Inc. CUSTOMER

20 of 394

Quality 10
10 10
Loyalty Yes
CRITIQUE

They were local, very helpful, and knowledgeable. They knew what they were talking about.

They had a big showroom with a lot of selection. They were wonderful.

Read All 394 Survey Responses at Ratings View