Text by Joanne M. Anderson
Photos by Jon Fleming
Of all the oxymorons out there, “high quality, low cost” strikes a chord. When it comes to furniture, high quality with a price offers much more than aesthetics. Durability and comfort are important, along with longevity and function. There is even a connection between your home environment and mental, emotional and physical well-being. High quality furniture can play a part in one’s attitude, health, happiness and productivity.
Sammy Juarez understands this well. In the early years learning and advancing his upholstery skills, he relates: “That is when I realized how much love and sentimental value people have for their furniture. These pieces often hold special memories, and I became committed to giving every project the care, attention and quality it deserves.”
The upholstery business blends high quality craftsmanship, precision skills and vast experience and competence with entrepreneurial proficiency and physical labor. Heavy lifting, though often metaphorical, is serious in the furniture business.
Sammy enjoys picking up and delivering furniture. He often estimates a project from photos, then discovers the piece is much larger than he thought. “Getting furniture out of certain spaces can be a real puzzle. Many pickup and delivery excursions bring new challenges, an unexpected situation or a funny story to tell afterward. It keeps things interesting.”
The Learning Curve
Samuel “Sammy” Juarez grew up in Toluca, Mexico, known for its cool, temperate climate. “I began my journey in Roanoke, where I spent four years discovering and developing my passion for upholstery.” Sammy would go on to work in upholstery companies in Christiansburg, Charlottesville and Ruckersville where he was entrusted with large commercial projects. “Those experiences helped develop my skills, gain valuable knowledge, and build the confidence to eventually open my own business.”
Maria Santay came to the U.S. with her family from her home department of Suchitepéquez in Guatemala, a warm coastal region with beautiful beaches. She met Sammy when she got a job at the same upholstery business. “We started as co-workers, became friends and gradually grew closer until we fell in love,” Sammy relates. “We decided to share life’s adventures and build a future together.”
The Business Plunge
In mid-2023, Sammy felt ready to open his own upholstery shop in the New River Valley, looking for space in Christiansburg. “Finding a space with the right size and layout turned out to be much more difficult than I expected,” he explains. “And communicating with property owners was also a challenge.”
He was discouraged. On his way home one day, Sammy talked to God, asking Him to provide the right space for his business. “Then, almost unexpectedly, the perfect opportunity appeared before my eyes. I rushed to find Maria so we could go see the space together. I truly believe that when something is meant for you, God knows when and how to bring it into your life.”
Looking back, Sammy says “choosing Blacksburg was one of the best things that could have happened. I love this town. I enjoy its streets, its people, its peaceful atmosphere, and the sense of calm I have felt since moving here three years ago. Blacksburg has become much more than the place where I run my business; it is a place I am proud to call home.”
Another major challenge has been finding reliable support to bridge the communication gap between English and Spanish. “Clear communication is such an important part of serving customers well, and navigating that has been an important part of growing the business,” he states. “I have also been deeply touched by the number of customers who, when they discover that Spanish is my first language, make an effort to speak Spanish and help me feel comfortable and included. Those small gestures mean more than they may realize.”
Sammy and Maria were active participants in a Literacy NRV program to acquire basic English skills. A Literacy NRV newsletter article more than a year ago by writer Blake Hritz notes: “Their dedication to both craft and communication shines through in the quality of their work, the loyalty of their customers, and their determination to keep learning.”
New River Valley native MaKayla Conner grew up in Shawsville and joined Sammy’s last spring. She came into the shop with her mother and some office chairs. “We learned that she spoke a little Spanish, so we asked if she would be interested in working here and practicing Spanish,” Maria recalls. “A month later, she showed up, ready to work and advance her Spanish while we are doing the same with English. We are very happy to have her sharing our work, learning from one another and growing together.”
The Future for Sammy’s
“We hope to expand our services, invest in better tools and equipment, improve our workspace and reach more customers throughout the New River Valley,” Maria says in English, always improving her language skills.
And Sammy adds: “Our goal is to continue providing high-quality craftsmanship and personalized service while making sure every customer feels confident and happy with the results. We want to grow Sammy’s sustainably while staying true to what matters most to us: Treating every piece of furniture with care and helping our customers give their beloved pieces a new life.”
At Sammy’s Upholstery, heavy lifting is as real as it is metaphorical for all the details of paperwork, taxes and running a small business. Factor in improving language skills, stocking hundreds of fabric samples, offering estimates, and maintaining a vehicle for pick-up and delivery, and you know their work days are jam-packed. But it is customer satisfaction that tops the list of everything at Sammy’s.
This story appears in the November–December issue of New River Valley Magazine.
