(Editor’s note: This is the 19th installment in a monthly series speaking with minority business owners and leaders. Each will be asked their views on minority-business conditions in the state and for ways to improve those businesses’ chances for success. See previous installments here.)
Jonathan F. Gramajo first came from Guatemala to Rhode Island as a 19-year-old on vacation to visit family in 2001. But he ended up getting put to work by an uncle who was in the hardwood flooring business.
After getting a taste of the American dream, and growing to love the hardwood flooring industry, Gramajo says he returned to the Ocean State to stay a year later. And it has turned out for the best, as the Guatemalan-turned-American citizen translated his passion for hardwood flooring into a profitable business called GQ Hardwood Floors Inc.
“I loved the country. I loved the job. And I loved the payments,” Gramajo said. “I was making good money. I said, ‘I want to stay here and work this thing.’ I love hardwood flooring.”
Since it was founded in Central Falls in 2014, GQ Hardwood Floors gained a solid reputation for home renovations, earning limelight in several episodes of the TV show “This Old House” and getting work at the property of pro baseball manager and former Red Sox player Rocco Baldelli. The name of the business was chosen as a nod to the GQ magazine, given Gramajo’s goal to provide a “fashionable” product, but it was also meant as an abbreviation for “good quality,” he says.
When I first considered starting my own business, I was overwhelmed and had doubts.
However, Gramajo’s path wasn’t always so glamorous, he says. When he started the business as a partnership with his father-in-law, Henry Lopez, GQ Hardwood Floors was operating out of a two-car garage with a very small budget, no staff and a very basic set of used equipment – an edger, a vacuum, a buffer, a bunch of electrical cords and an old pickup truck. Gramajo said he also didn’t speak English well during the early days.
“It was tough. It was scary,” Gramajo said. “I wasn’t making any money. I was working for very, very cheap because people didn’t know me at the time. It was scary because there were many companies doing the same thing.”
However, Gramajo said he took classes through the National Wood Floors Association, earned certifications and mastered English by watching movies, constantly asking questions and enrolling in English classes at local public schools through the nonprofit Progreso Latino. Then word spread about the quality of his services, and the business began to grow.
Now, GQ Hardwood Floors has six employees, four cargo vans, and a showroom in Central Falls where customers can check out the latest prefinished products offered by the business, including popular whitewash hardwood floor styles and beach house colors. Gramajo says Lopez has since retired. Gramajo bought his father-in-law’s half of the company five years ago.
“I’m always booked out two months in advance now,” said Gramajo, a married father of two children, 5 and 6 years old. “Most of my work is in Narragansett, Newport, Jamestown, South and North Kingstown. I’m always trying to do my best and give customers my best. People really appreciate that. I don’t need any publicity. It’s just word of mouth now.”
While work slowed or halted for many businesses during the COVID-19 pandemic, it accelerated for GQ Hardwood Floors, says Gramajo, who became a U.S. citizen about two years ago.
“People were stuck at their houses, and they realized they had ugly floors, and then they called me,” Gramajo said, “and I made them beautiful.”
1. Do you believe racism is keeping minorities from starting businesses in the Ocean State or succeeding when they do? In my personal experience, no. I think, for me anyway, it was more fear and not knowing where to start. My line of work is very competitive. There are a lot of flooring and construction businesses, so there was fear of not succeeding. I remember when I first considered starting my own business, I was overwhelmed and had doubts. Thankfully, I had a lot of support from family and friends, which allowed me to move past my fears and take the leap.
2. How dependent is your business on the support of other minority groups? Is that a sustainable business model? Personally, my business is dependent on everyone. Our business is dependent on clients of all races and classes.
3. What one thing could Rhode Island do to boost the odds for minority-owned business success? I think not knowing where to start is scary and overwhelming. Many people may not take the leap because they don’t know how to go about it. I believe we need more resources, business classes and seminars that are offered in multiple languages. Language barriers can be a barrier for a lot of people. It was for me at first. Being able to take classes in your native language is a relief. You want to make sure you understand all aspects of the classes so that you are able to apply them at home/business. I took a business class offered by Progreso Latino when I first started. The classes were in Spanish, and this was truly helpful. It was nice talking to other people who also felt the same way that I did.
4. Have you had to turn to an entity other than a bank for a loan? Do you believe the state’s lending institutions generally treat minorities fairly? I personally haven’t had any issues obtaining a loan at a bank. I went with a bank that was local to my business and have never had any issues.
5. If another minority entrepreneur asked you where they could turn for support for their business, where would you direct them? I strongly believe that knowledge is power. I am all for people getting informed, taking classes and continuing education even after you have started your business. I always recommend doing research and signing up for classes. Networking is also very helpful, so if I know of anyone that they can speak to for advice, I will make that happen. I also tell people to get in touch with Progreso Latino and Rhode Island Hispanic Chamber of Commerce for resources and guidance.
Marc Larocque is a PBN staff writer. Contact him at Larocque@PBN.com.
