Avedis Duvenjian is the co-founder of LED Coating Solutions Inc. by Archetypal and a 10-time National Wood Flooring Association (NWFA) Wood Floor of the Year award winner. He actively is involved with NWFA through webinars, Wood Flooring Expo sessions, workshops, and educational programs, including a new course on UV/LED-cured flooring systems. Here, he shares five professional principles that have shaped his success in the wood flooring industry.
1. Treat Every Project with the Same Standard.
No project is “too small” or “not high-end enough” to deserve proper execution. Never assume a client wants the most cost-effective solution. Always present options clearly:
• “This is the lowest-cost option.”
• “This is the correct, long-term solution.”
Let the client choose, but make sure they understand the consequences of each path. If structural issues exist (sagging joists, uneven subfloors, or weak plywood), address them properly – just as you would on a luxury project. Cutting corners always will return as liability.
2. Sell in Advance (Protect Yourself with the Contract).
Clients’ expectations change – especially after they see the finished floor. The color may feel too dark. Texture may feel wrong. Maintenance may be needed sooner than expected. These situations should never be negotiated after the fact. Your contract should clearly state:
• Color adjustment fees (per square foot)
• Additional coating costs
• Repair and maintenance pricing
When expectations are defined in advance, there are no surprises and no conflicts later.
3. Build a Maintainable System.
If you create complex or layered colors without a repair plan, you are not creating a masterpiece – you are creating a liability. Every system must be repairable, repeatable, and maintainable. Your goal is not to avoid future calls. Your goal is to earn them.
4. Be a Problem Solver, Not a Responder.
At Tavern on the Green in New York City, the floors are hand-scraped with deep texture. The high points wear quickly, and the restaurant cannot shut down for sanding. Instead of traditional refinishing, I developed a custom burnishing method that:
• Removes excess surface color
• Redistributes pigment into worn areas
• Preserves texture and patina
The result is a uniform, natural appearance – without downtime. Innovation is not optional; it is essential.
5. Embrace Technology.
Modern highperformance UV/LED-cured oil coatings allow for faster turnaround, stronger durability, and on-site repairs without disruption. Today, damage can be corrected immediately – even after the floor is finished. Technology is no longer a luxury; it is the standard. Professional success is not about reacting – it is about preparing. Standardize your systems, define your risks, protect your work, and always sell in advance. This is the discipline that separates professionals from technicians.
