Cabinet Tree Company Profile

aving grown up in Salt Lake City, Jim Nordberg decided he needed "a change of weather and culture" so he moved to California. As a youth in Utah, he worked in a cabinet shop through high school. "I started my career by sweeping dust all day," he said, laughing. But, broom in hand, the art and beauty of custom cabinet making intrigued him and captured his heart. He stayed with the business, eventually becoming Head of Layout and Design in a 55-person shop.

When Jim Nordberg first came to California he wanted to pursue his passion for cabinetmaking in his new home. He met the owner of a small, existing cabinet company and bought ownership in it, becoming a partner. "It didn't work out," he said. He knew that to realize his own dream, he would have to start his own company.

High-Quality, Custom Cabinets and Furniture
In 1981 he took the plunge and started Cabinet Tree, his custom cabinet business. But the path he chose wasn't easy. "I knew I wanted to produce a better product," he said. "The challenge was showing people the long-term value of investing in higher-end cabinets. Even though most of the demand at that time was for lesser quality, I wouldn't drop my standards just to make sales. Eventually, though, the population in this area grew and tastes became more sophisticated."

Jim Norberg is an affable man who seems very much at peace with himself and smiles often as he describes his craft. To him, building a set of cabinets or a piece of furniture isn't about just building a box to put dishes in or lay a magazine on. It's about connecting first with the client to learn who they are and exactly what they are looking for, then creating a piece of custom cabinetry that reflects not only the client's personality, but meets their every expectation.

An Artful Blend of Aesthetics and Function
"I work hard to blend aesthetics with function," says Jim Nordberg. "For example, the kitchen is a main room in any house and while it should look pleasing, it needs to be functional as well. I pay attention to the big picture and the small details such as the hinges and drawer guides, things that aren't necessarily the first thing you see, or ever see. But this business is always changing and I work hard to stay informed and find ways to improve what we do. My choices in hardware add to the aesthetics and function."

Happy, Well-Trained Workers
Jim Nordberg at Cabinet Tree has seven employees who work closely with him on projects. "I look first for someone who's a team player," said Jim. "Customer satisfaction is our number-one goal. When I hire someone, experience isn't as important to me if I see willingness and a good work ethic in them. I can train them to my high standards. I won't hire people who are unhappy with what they do or who they are. It comes across in their work."

Helping Clients Realize Their Vision
When Jim meets a new client, he sits down and has a long conversation with them, asking questions, but more importantly, listening to their ideas and their dreams for their new kitchen. "Everybody uses their kitchen differently," he said. "We make suggestions, of course, but I want to learn their vision and then help them realize it. Sometimes I can save them lots of money by pointing out things they hadn't thought of. For example, people often want to talk about wood. I don't really want to know what kind of wood they think they want; instead I want to talk about the finish; the finish will suggest the wood. Often I can use a less-expensive wood with a great finish, get the exact look they wanted and save them a lot of money." Cabinet Tree is unique because Jim actually creates his stains, finishes and colors. "The prettiest colors are a combination of dyes and oil stains," he said.

Jim Nordberg's work has been featured in magazines and hardcover books on the subject of cabinetry. From custom kitchen or bathroom cabinet systems to one-of-a-kind mantles, fireplace surrounds, stove hoods, vanities, tables and dressers, his work is consistently top-tier.

One Goal: Satisfied Customers
When asked what brings him the most satisfaction about his career, he replied, "It's multi-faceted. It's wonderful to have delighted clients that feel they got more than they expected." He laughed and added, "I love a challenge; I spell opportunity p-r-o-b-l-e-m. When you have a unique situation you have to think out of the box to solve it. A job well done feels good. Also, I feel good about creating employment for seven people who are feeding their families through our good work. It's simple: Our only goal is a happy customer. For my peace of mind every customer has to be related to as an individual and treated with dignity."


                                                                         ---Jim Brumm
                                                                            Staff Writer
                                                                            The Prime Buyer's Report