Roger Van Alst: Paving a Road to Success

By James Florence, Diamond Certified Resource Reporter

SAN JOSE — After graduating from Stetson University with a marketing and business degree, Roger Van Alst began a career that would take him around the world and back again. “After a long time managing home improvement companies in both the United States and Australia, I decided it was time to have my own business and acquired Black Diamond Paver Stones & Landscape in 2004,” he says. “When I was devising my business model, I pulled together the best techniques and ideas I’d encountered from my past experience while disposing of those I didn’t care for. A decade later, Black Diamond has grown from a small mom-and-pop operation to a multimillion-dollar company.”

When asked what drew him to hardscapes over other aspects of home improvement, Roger says it was the unique opportunity to improve people’s lives by enhancing their outdoor environments. “In California, we’re able to use our outdoor living spaces nine months out of the year, so they’re basically an extension of the home. I find that transforming customers’ outdoor environments often enriches their lifestyles, so the impact of our work really goes beyond the physical product.”

Originally from New Jersey, Roger settled in the Bay Area in 2000 following a five-year stint living in Australia. Today, as a resident of San Jose (where he lives with his wife, Tiffany, and son, Samuel), Roger says he appreciates the di