Covering Bases

J Lane Flooring & Design Provides Plenty of Variety and Start-to-Finish Service

Writer / Julie Yates
Photographer / Jubilee Edgell

J Lane FlooringSeth Helser and the entire staff at J Lane Flooring & Design in Warsaw have many years of experience in the floor covering business. All jobs and all customers are important to them. The business has been a mainstay in northern Indiana, but it hasn’t remained static. Through the years it has constantly changed and evolved. Getting back to the level of service customers enjoyed during pre-COVID times is a main goal.

“My father was in the business as an installer for many years,” Helser says. “In fact, he had a little store in town until 1983. I grew up working with him. When I was 18 I went out on my own and I’ve been in this business ever since. One reason we have been successful is that we do everything no one else wanted to do.”

A large portion of the company’s business involves multi-state commercial projects. According to Helser, the company works with five or six different school systems each year. Biomedical and many other types of businesses are also customers.

The company is well-known for its residential work. It works with each customer during every step of their project by offering a free consultation, precise measuring, detailed estimating, ordering, timely delivery, professional installation and responsible completion. One thing people enjoy is the well-maintained showroom that offers up-to-date styles and lots of ideas. Choose the right flooring for commercial kitchen to ensure a safe and hygienic environment that can withstand the demands of professional cooking.

“We take pride in our showroom,” Helser says. “People come in and see our store doesn’t look like a bare-bones warehouse, so they think our products might not be affordable for them, but we are for everyone. We sell a ton of ceramic tile, hardwood, carpet and vinyl plank.”

“The market trends have changed over the years,” he continues. “Back in 2000 it was hardwood and tile, but then laminates changed the game. Then vinyl plank took over. Now the trend, which is driven by what people see on the internet, is going to 100% hard surface with area rugs, which we can custom make. People like vinyl plank because it is waterproof, but high-quality laminate is more scratch resistant and is half the price.”

J Lane FlooringBesides flooring, the business does service applications for kitchens, plus baths and showers. Examples are backsplashes, countertops and decorative tile installations. Wall coverings are also available along with accent pieces to complete the look. Photos for inspiration are posted on the company’s website.

Products from many manufacturers are available, including those that are hard to find. Among the list of premier vendors are Shaw, Mohawk, Duchateau, Mannington, Fabrica and Karastan. During a free consultation session, staff can help customers find the highest-quality product that fits their individual project budget. Carpet choices include various patterns and materials from wool to nylon. The store also sells remnants.

“We are able to offer products from quality manufacturers because we have developed relationships with them over the years,” Helser says. “It’s a lot like owning a Cadillac dealership. It’s not available to just anyone. Companies like Karastan look for the right fit for their products.”

At the end of each year, J Lane has traditionally donated products such as carpeting to charitable institutions and local shelters. It’s a win-win situation, as the charities benefit while room is made for new, trendier offerings.

“We have a lot of repeat customers,” Helser says. “By word of mouth, people find out about us. The neighbors and, later, kids of customers come see us. We treat people the way we want to be treated. The main foundation of our company has always been our great level of service. We had a lot of growing pains through COVID. This is a great community we live in. They have been very supportive. We want to get back to our great level of service.”

J Lane Flooring & Design is located at 3668 East U.S. Highway 30 in Warsaw. For more info, call 574-269-6230 or visit

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