
Rainbow Carpets and Floors
Rainbow Carpets and Floors, a Watsonville-based business specializing in floor coverings, faced significant challenges in 2020, marking it as the most difficult year in its 44-year history. Despite the adversities, including the temporary layoff of half its employees, the business saw a resurgence in activity starting May 1st. Owner Dean Sturtevant credits the loyalty of his long-time customers and financial support from suppliers for helping them navigate the downturn. The company, which is owned and operated by Dean and his wife Rochelle, has adapted by closing its Santa Cruz location to consolidate operations at a lower-overhead facility at 416 Airport Boulevard in Watsonville, strategically located near the Watsonville Airport. This move allows them to compete effectively with larger big-box retailers by offering personalized service and maintaining strong community relationships through word-of-mouth referrals.
Rainbow Carpets and Floors offers a comprehensive range of flooring solutions, including popular brands like Armstrong, Mannington, Shaw, and Mohawk. A notable trend in recent years has been the increasing demand for hardwood and Luxury Vinyl Tile (LVT) flooring for both residential and commercial projects. LVT is highlighted for its durability, stability, resistance to moisture and climate fluctuations, ease of installation and maintenance, and its aesthetic resemblance to real wood. Beyond carpeting and LVT, the business also provides a selection of hardwood, laminates, and ceramic tiles in various styles, as well as window coverings to complement interior decorating needs.
The business maintains a strong local presence and family heritage, originally founded by brothers Don and Dean Sturtevant. While Don has since retired, Dean and Rochelle, both graduates of Soquel High School, have been integral to its operation for 42 years. The company prides itself on its local employees, many of whom are bilingual in Spanish, and a team of installers who have been with them for three decades, underscoring their commitment to expertise and customer satisfaction. This dedicated workforce enables Rainbow Carpets and Floors to handle a wide array of projects.
Customer service is a cornerstone of their business model, offering free estimates, complimentary decorating services, and zero percent financing options. They serve a diverse clientele, including owners of residential and commercial properties, builders, real estate companies, and insurance restoration services. In response to the COVID-19 pandemic, the establishment has implemented health safety measures, including providing hand sanitizer at the entrance and ensuring staff adherence to social distancing guidelines. A dedicated children's area with a small table and chairs is also available, enhancing the shopping experience for families. Dean Sturtevant emphasizes the company's core expertise, stating, "Flooring is what we do. It’s what we know better than anyone — it’s what we do better than anyone."
Rainbow Carpets and Floors is located at 416 Airport Boulevard in Watsonville. The store operates Monday through Friday from 8 a.m. to 5 p.m. and on Saturdays from 9 a.m. to 5 p.m. Additional information and updates can be found on their Facebook page.
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