From Fortune 100 to Flooring with Heart: How One Long Beach Mom Built a Business Rooted in Community

When Ashley and her husband Chris moved to Long Beach in 2019, they never imagined how deeply they’d root themselves in the city’s vibrant, supportive community.

With a background in corporate leadership and an MBA focused on entrepreneurship, Ashley’s career took a heartfelt pivot after becoming a mom.

Today, she’s the co-owner of a thriving local flooring business, Floor Coverings International, that’s not just about beautiful home transformations but about building relationships, supporting fellow small businesses, and giving back in meaningful ways.

In this interview, Ashley shares her journey from boardrooms to remodels, what makes her business stand out, and why Long Beach will always be home.

What inspired you to start your business in Long Beach, and how does the community influence your operations?

My husband Chris and I moved to Long Beach in 2019 not really knowing what to expect. But we quickly fell in love with the city and can’t imagine ever living anywhere else. One of the things we instantly loved most is the spirit of support for small business and we feel so grateful to now be one! Community support is crucial to a business owner, but here, it’s also what makes Long Beach so amazing.

Can you describe the moment you realized you wanted to be an entrepreneur? What was the driving force behind this decision?

I have an MBA and was previously on a very corporate path – working in managerial positions for Fortune 100 companies. Though I focused on entrepreneurship in business school, I never thought I’d actually own a business – I just enjoyed supporting entrepreneurs. But all that changed honestly when I had my first child (as most things do!). Constantly traveling and missing time with my baby made me realize I needed more control of my time and energy. I wanted to focus on my growing family and nurturing relationships within the community I love. It was a pretty big pivot, but it’s a much better fit for the life I want now.

In what ways does your business engage with and contribute to the Long Beach community?

We are always looking for ways to partner with and refer business to other local small businesses. Supporting our local economy is a priority, and we value the opportunity to grow alongside our fellow Long Beach entrepreneurs!

I’m especially passionate about uplifting women business owners, and so love connecting and collaborating with women in the home remodel space and related industries throughout the city.

What makes your product or service unique, and why do you think it resonates so well with the Long Beach community?

One of our biggest differentiators is that we are local and family-owned. We genuinely care about our customer’s satisfaction with their entire experience with us because we want them to be happy to see us if we run into them at the playground or the grocery store! 😉

Could you tell us about any community service or philanthropic efforts your business participates in within Long Beach?

We love supporting local nonprofits in the communities we serve. As one example, we often partner with FarmLot59 on Signal Hill to deliver beautiful bouquets as thank you gifts to our customers along with a note about FarmLot’s wonderful mission to provide fresh produce to our underserved neighbors.

What aspects of your work bring you the most joy and satisfaction, especially when it comes to transformations or helping customers realize their visions?

This is the first time in my career where I’ve been able to see the direct impact of my work. When I first meet with a customer, I listen to their vision and goals for their home, and then I get to help turn that vision into reality. It’s incredibly rewarding to see the finished product (and a happy customer!) and know that I’ve contributed to making their dream come true.

What have been some of the biggest challenges you’ve faced in establishing and running your business in Long Beach, and how have you overcome them?

If you haven’t noticed yet, you will now that I mention it: there are so many flooring companies out there – it feels like you can’t throw a rock without hitting 3!

At first, that was overwhelming, but it pushed us to really identify what sets us apart and stay true to our values. Remodels can be stressful, so we focus on the entire customer experience, not just the final product. We want our customers to feel supported every step of the way and to love their new floors (and the process of getting them!) so much that they’d recommend us to a loved one.

Looking ahead, what are your hopes for the future of your business and your role within the Long Beach community?

Community has always been important to us. Through this business, we aim to make a greater impact by supporting other local businesses, giving back through partnerships with nonprofits, and creating meaningful job opportunities. We’re not just focused on making homes more beautiful (although we obviously love that too!), but also on fostering a stronger local economy and improving the lives of both our customers and our team – all in the city we love.