WHILE STROLLING THROUGH DOWNTOWN BOZEMAN, YOU MIGHT PASS A SHOWROOM AT THE CORNER OF MENDENHALL AND TRACY. IF YOU WALK THROUGH THE DOORS OF LV WOOD, YOU MAY MEET JAMES CAROLL, A MAN WHOSE PASSION FOR BESPOKE WOOD FLOORING MIGHT ONLY BE SURPASSED BY HIS PASSION FOR FLY FISHING. WHJ INTERVIEWS THE MAN BEHIND THIS UNIQUE BUSINESS IN THIS ISSUE’S SHOP TALK.
LV Wood
JAMES CAROLL, FOUNDER/PRINCIPAL
TARA CAROLL, CFO
James Caroll grew up around his father’s wood flooring business and never really thought it would be his career. After working in other fields, his dad offered him an opportunity to work in a wood mill in Italy and he was quickly sold. Eventually, LV Wood was established in New York City and began designing, manufacturing, and installing bespoke wood flooring in high end homes in the city and beyond. Later, his work in fly fishing brought him to Montana and now, James brings custom wood products to his clients all over the West.
WHAT SERVICES DO YOU OFFER?
At LV Wood we design and manufacture wood flooring, stairs, trim, and millwork. We have a hand in designing all of the materials that eventually make it onto our shelves. We don’t just buy from bulk wholesalers and resell their materials. The highly custom nature of our production process allows us to make any of our materials in any size, grade, or pattern. We are unique in that we also make all of our own trim and stair parts to match our floors, allowing for a seamless transition between these elements.
DESCRIBE YOUR PROCESS AND HOW YOU WORK WITH HOMEOWNERS,
CONTRACTORS, DESIGNERS, AND ARCHITECTS?
Color/tone is always the driver of the selection process, so we always start there. With our materials being so custom in nature, we are a la carte. The additional details such as plank width or pattern, wood grade and grain, surface texture, and finish type can all be addressed after color. During this process we take a hard look at the technical aspects of the project and details of the installation to make sure what we deliver will perform well on the project. When dealing with wood as a major design element there is always a balance between the design direction and what will physically work on the project.
““Since opening the Bozeman showroom, we’ve met amazing architects and interior designers in the West who do incredible work. That has been great to see and inspiring to be a part of.”
– JAMES CAROLL
WHAT GEOGRAPHIC AREAS DO YOU SERVE?
Between our Bozeman and New York City showrooms we cover the entire USA. Outside the states, we have delivered projects in Canada, Europe, Mexico, the Caribbean, the Middle East, and Asia.
DO YOU HAVE A FAVORITE MONTANA RECREATIONAL ACTIVITY?
Tara and I love the Montana standards of course fishing and skiing. The Zen and tranquility of fishing goes without saying, as does the adrenaline and endorphin rush of skiing. Tara loves cycling and the flow state that comes with long distance road and gravel rides, while my time on the bike is typically on single track.
WHEN DID YOU KNOW THAT YOU WANTED TO GO INTO THIS FIELD? WHAT MOTIVATED YOU?
Honestly, I never thought I would be in this field! My pops worked with wood and asked me to join his company a few times, but I didn’t have much interest in being “the boss’ kid” at an existing company. Eventually he sold his business and was mostly living in Italy. A few years later while I was working as a concert promoter, he baited me into starting a new company. He offered me a chance to move to Italy and work as an agent for a wood mill there. About seven years later I moved to New York City to open our first retail shop for LV Wood.
Sadly, Pops passed in 2012, and Tara and I moved to the Hudson Valley/Catskills region shortly after that. I was moonlighting as a fishing guide up there, and Tara and I started a fly shop/outfitter company called Old Souls. My work with Old Souls is what initially brought me to Bozeman, and Tara and I fell in love with this town and Montana. It wasn’t long before we started thinking that an LV Wood showroom would work here as well.
WHAT INSPIRES YOU?
True craft in our field is always inspiring. Working in NYC for +20 years exposed us to some of the biggest names and most prestigious projects in the industry. Since opening the Bozeman showroom, we’ve met amazing architects and interior designers in the West who do incredible work. That has been great to see and inspiring to be a part of.
WHAT DO YOU ENJOY MOST ABOUT LIVING AND WORKING WHERE YOU DO?
Anyone who lives and works in Bozeman knows the opportunities we have here in Montana for recreation. I’ll take my fishing spots to my grave, but I can wet a line minutes away from our shop and our house downtown or do a quick ski tour before or after a day in the office. It’s hard to beat that anywhere!
whj SHOP TALK
