New flooring showroom opens in Sonoma

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Jason Palter has a long history and a loyal flooring client base in Sonoma. For more than a decade, he ran Sonoma Rugworks.

When he turned 50, he decided to take the leap to go out on his own.

Last month, he and his office manager, Carissa Calendar, opened the Valley of the Moon Flooring Company showroom on Riverside Drive.

Palter signed the lease last fall, but the fires in October resulted in unexpected delays.

But now, his showroom is open Monday through Friday from 9:30 a.m. to 5 p.m., and by appointment on Saturdays.

Palter specializes in hardwood, engineered woods, waterproof flooring, carpet and tile. He works with clients from start (choosing a flooring) to finish (through installation). The hottest trend in flooring right now according to Palter?

“Definitely waterproof vinyl plank flooring,” he said, as he showed off a wide array, all of which look like real wood.

Palter is a Sonoma boy, and the youngest of five. He attended El Verano Elementary School, Altimira Middle School and he graduated from SVHS in 1985.

His mom, Raylene Jennings, still lives in town.

After a few years working in San Francisco, Palter returned to Sonoma in 2001 with his wife Jen, who is the fitness manager for Sonoma Fit.

“The amount of support that this town has showed me has been overwhelming,” Palter said. “I feel very blessed to be in Sonoma.”

Palter said that the support of local property managers, builders and the community as a whole made this business possible. And he credits his great team of installers as critical to his success.

“They know much I care about our clients and the work we do,” he said.

Valley of the Moon Flooring, 19449 Riverside. www.vomflooring.com

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