Whether you’re zhuzhing up a single room or embarking on new construction from the ground up, what goes underfoot sets the tone in a space as much as the architectural plan, color palette and a whole host of variables the homeowner has before them. For most people, flooring is outside their purview and, for that matter, interest. Even those with a designer on board can find choosing flooring options a daunting process given the myriad options and considerations. Charleston-based TRD Floor is a top source for flooring and more. The locally owned company has a reputation for ensuring a seamless process by providing a top-quality experience for every client.
Tiago Dias comes from a flooring family. His father opened his first flooring showroom in Connecticut, giving his teenage son a job opportunity and solid education in all things floors.
The family would expand to operate six stores before Dias felt inspired to open one of his own and relocated to Charleston.
“I had come to Charleston to visit some friends and decided this is where I want to live,” recalls Dias. “I signed a lease within a few days, and a month later opened TRD. It was a challenging time, I came during COVID and just had to carry on.”
This year, he opened a second location in Richmond, Virginia. He credits his strong customer service skill set for his success. And a lifetime of working with flooring.
“We’re not here just to sell flooring,” explains Dias. “I love to interact with people. If I can spend some time with a homeowner or builder, I’ll get the order. To me, the floors and paint are the foundations of the house. Most people have no idea how to choose these elements. I enjoy explaining the difference between one type of flooring and another. And in Charleston, I noticed relationships play a big part in business—I love it, because that’s what I do.”
Unique to TRD is a commitment to providing education and guidance—a mission that is the foundation of the company.
“I recently created a designer showroom in the store, where we have meetings with designers, and also customers and contractors,” Dias says. “It’s a very comfortable space where we can discuss their needs in a very relaxed setting—while we sip tea and wine. We give the client the knowledge they need to compare and make the choices best for them.”
Dias says TRD Floor’s business comes mainly from referrals by designers, clients and builders in Charleston and throughout the Lowcountry, as well as Kiawah and Greenville, South Carolina.
TRD offers flooring composed of a variety of popular materials, though hardwoods are the most in-demand product for surfacing the floors of upscale homes. “Because most of the homes are close to water sources, hardwood that’s been engineered is the safer choice,” Dias explains. “And people like the look of wide planks—6, 7, 8 inches wide. You have to do engineered to be 100% safe. The process stabilizes the hardwood, which blocks moisture from seeping in, and also, when the temperature fluctuates, prevents the forming of gaps. Here in South Carolina, you go from 60 degrees to 40 in the same day.”
TRD features dozens of styles in a variety of colors from some of the country’s leading brands. Especially popular are European oak and the Charleston Collection.
Customers can choose flooring that has been prefinished—product that simply needs to be installed without any further work. Unfinished flooring requires sanding and staining after the initial installation.
“Owners of many of these custom homes want a look that’s unique,” explains Dias. “The unfinished product gives you the ability to personalize the style of your floors. There are a lot of options you can choose from.”
TRD offers services for customers with varying needs, from a homeowner who simply needs to shop for supplies for flooring purchased elsewhere to one who needs a full consultation and expert guidance. For a client planning a turnkey installation, the process begins in the showroom with an appointment with TRD staff.
“The homeowner, the designer, the builder wants to see everything we have and know exactly the difference between the $3 product all the way to the $10 or $15 product,” explains Dias. “We are very competitive when it comes to pricing. And our staff is very knowledgeable. We require several months of training to be qualified to do a face-to-face with a client.”
That expert customer service, top-quality product and timely delivery have built TRD’s standout reputation and fueled the company’s growth.
“We’re fast,” Dias says. “We stock most of our product so we can deliver an order the next day. And the owner is always here. I put in 50 to 60 hours a week, so I’m available on a daily basis to assist with a customer’s questions.”
Dias also credits his staff of six for the company’s success and making growth into more markets possible. “When an employee has been with me for a substantial amount of time, and I see potential in them, I consider grooming them for another store,” he says. “They take care of me, and I take care of them. At TRD, we’re like family.”
TRD Floor is a member of the National Wood Flooring Association. *
Wendy Swat Snyder is a Charleston-based freelance writer (sweetgrassandgrits.com).
