We had the good fortune of connecting with Roy Heskel and we’ve shared our conversation below.
Hi Roy, how do you think about risk?
On my first day of business school at Cal State Northridge, the professor asked the class if anyone knows what the definition of an Entrepreneur. The class responded in various ways that an Entrepreneur is a business person. After everyone tried answering the question, the professor explained that an Entrepreneur is a person that takes risks. Since then, that definition has resonated with me. Risk-taking has always taken a huge role in my life and also my career. I began my career in Accounting and Small Business Taxes. After about 3 years, I realized that this was not the career path that I would like for the rest of my life. Although it was a great career, I was just not happy with what I was doing. After extensive research, I decided that I would like to start a Kitchen and Bath showroom. Doing so would require me to take a huge financial risk. I would have to quit my current great paying career and invest my entire life savings to start my new business, in a new field I have no experience in. I weighed my options and decided that in order to get to the next level, I will need to take this risk. 7 years later, I have to say that this was the greatest risk I have ever taken. In life, I’ve realized that usually, the most dangerous risks are the most rewarding. At the same time, it is important that you do your research and be very calculated on the risks you do decide to take. Additionally, you need to prepare if the decision you make doesn’t go according to plan. Every day, as a business owner, I face challenging decisions. In the back of my mind, I always remember what my professor has taught me, and know that the easiest decisions aren’t always the best.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Deluxe Vanity & Kitchen was founded by David Laniado in 2001. At that time, as a major home developer, and licensed general contractor, David noticed a lack of custom-looking bathroom vanities in the pre-made product marketplace. In addition, building a custom vanity takes a lot more time and a lot more money! He had a vision to create products that have a very custom design at an affordable price, while still maintaining high-end quality. David launched Deluxe Vanity & Kitchen, opening the first retail location in Downtown Los Angeles. This store tailored to large volume developers and wholesale customers, primarily offering bathroom vanities and kitchen cabinets, along with general construction services. The consumer reactions were phenomenal and the company boomed. In 2009, Ben Laniado, David’s son joined the company. With his fresh entrepreneurial spirit, Ben decided to move the business to the valley where the construction industry was growing. Located on Sherman Way, in Van Nuys, they opened a beautiful 4,500 square foot, open layout store with multiple kitchen and bathroom displays, featuring over 100 different vanities. With tremendous positive customer feedback, the company continued to thrive. After David’s retirement in 2013, Ben partnered with Roy Heskel to explore new avenues for the company’s expansion. With the new partnership in place, the company expanded into new verticals, building connections with major kitchen and bath plumbing brands such as Brizo, Newport Brass, Toto, Laviva and many more. With these new connections, Deluxe Vanity and Kitchen developed into a “one stop shop” for all renovations. To offer their services nationwide, they launched an e-commerce website, with over 2-million products, servicing thousands of customers, and are fulfilling their mission of becoming a well-known kitchen and bathroom brand.
Who else deserves some credit and recognition?
I would like to thank my parents for supporting me throughout my career. In my opinion, my father is the best business-man I have ever met. He is my mentor and has guided me throughout my career. In addition, my wife is my backbone. She always pushes me to be a better businessman, owner, and leader. As a business owner, I need to sacrifice a lot of my personal/family time for the sake of the company. She’s always understanding and supportive in all of these times.