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Success Story: Dan's Flooring and Window Coverings

Jun 27, 2023

Dan’s Flooring and Window Coverings is one of the most enduring regional businesses for good reason: For 35 years, the family owned-and-operated business of Dan and Christina Gonzales, and now son Jeremiah, has provided top-notch quality products and a personal level of service that customers appreciate.

In fact, their stellar reputation for offering a comprehensive array of flooring and window covering options has attracted clients from beyond the Enchanted Circle to Albuquerque, Santa Fe, Raton and Las Vegas. “The business continues to thrive because clients recognize our dedication to providing them with exceptional products and service.” Hard work and perseverance have also played a significant role in their decades-long growth.

Dan’s Flooring began on Cantu Plaza and, five years later, moved into their current showroom. “It was just Dan and me in the beginning; he did the installations and I did the sales,” Christina recalled. As their young family grew, Christina attended to both clients and their children at the storefront while Dan was on the road serving their clientele. “I remember him getting up before the sun rose to drive to Albuquerque for the supplies needed for the day’s jobs, and then getting home late at night after our appointments were completed. The kids and I didn’t see him much but that is how our business grew to where it is today.”

Today, clients are reaping the benefits of their blood, sweat and tears, Jeremiah noted. Never ones to sit still, “The business has evolved and continues to grow and change with the times, with hard work making it possible,” he said. “The products we offer reflect the direction that new builds and remodels have gone, from less emphasis on carpets to hard floor options such as tile, wood, luxury vinyls and engineered materials that are enduring and easily maintained.”

“Homes are usually the biggest investments that people make, and to preserve the value of those investments while offering both comfort and easy care is something that we excel at,” he continued.

Beside the myriad flooring options available, Dan’s is also known for its selection of window coverings including Hunter Douglas, the gold standard in the field. Whether light-filtering or blocking, window treatments can also offer environmental comfort with their ability to control interior temperatures. “We guide our clients through what suits their needs best: Depending on window exposures and the type of heating and cooling in their homes, we can recommend the optimal coverings for their windows,” while also enhancing their home’s decor.

“Regardless of your remodeling budget, Dan and Christina will guarantee you a custom design of the highest quality and it will be done on schedule,” he continued. “We are grateful to our staff of experienced installers who reflect the values of the business and are also a big part of our continued success.”

Their expertise with both residential and commercial clients has earned them every “Best of Taos” award since the category was established, and a special recognition from the Taos Chamber of Commerce.

But, for Dan and Christina, the true measure of success is personal. “We are so grateful to the many customers who have supported our business over the years,” Christina said. Many of their clientele have become long-standing friends whom they maintain relationships; “We have even been part of their wedding parties,” Christina smiled. “Our customers are the reason why we’re still here 35 years later, and we’re not going anywhere.”

7237 NM 518, Ranchos de Taos


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