Roger Boucher: Appliance Legacy
By James Florence, Diamond Certified Resource Reporter
SANTA CLARA —Roger Boucher had originally planned to become an accountant, but over the course of working at his father’s appliance business, he realized he’d rather create a family legacy. “My dad started Boucher’s Appliance Repair in 1972, which he renamed De Anza Appliance in 1985,” he recounts. “I started working here part-time while attending college, where I was studying to become an accountant. I started in the front office doing administrative work and gradually moved into appliance installation and repair. Eventually, it occurred to me that I was enjoying my part-time job more than the subject I was studying, so I decided to quit school and go full-time at the family business. In 1989, I assumed ownership of the company, and today my entire family works here, including my wife, Cindy, and our sons, Chris and Nick.”
As owner of De Anza Appliance, Roger says his favorite part of his job is the variety. “I appreciate the fact that I get to learn something new every day. Back when I was still working in the field, I enjoyed the variety of challenges and the opportunity to meet new people. In fact, those were probably the main factors in my decision to remain in the appliance business.”
A resident of Cupertino, Roger spends his time outside of work on a variety of pastimes. “I’m part of a summer bowling league and I enjoy playing golf,” he details. “I also host a weekly men’s Bible study group where I cook dinner for about 25 people.” When he’s not cooking for others, Roger enjoys going out to eat at local restaurants like Black Angus Steakhouse in San Jose and The Fish Market in Santa Clara.
When asked the secret to De Anza Appliance’s long-term success, Roger cites the importance of communication. “I think honest, upfront communication with customers is the biggest thing,” he explains. “When a customer asks if their appliance is worth fixing, we always give them our honest opinion. We never try to sell anyone a product or service they don’t need, and our customers really appreciate that kind of honest approach.”
Ask Me Anything!
Q: What’s your favorite book?
A: Other than the Bible, I’ve always enjoyed “The Hardy Boys” mystery novels I used to read as a young man.
Q: Do you collect anything?
A: I collect little brass banks, Maytag toy trucks and other figurines I inherited from my grandfather, who was a big collector.
Q: Are you an early bird or a night owl?
A: I’m an early bird.
Q: If you could travel anywhere in the world, where would you go?
A: Europe—France and England, in particular. I’ve actually never traveled outside of North America, so that would be a totally new experience.
Q: Music or talk radio?
A: Music—especially Christian and classic rock.
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