On a recent episode of The Family Biz Show, host Michael Palumbos sat down with three generations of our family—Al, Dave, Kathryn, and Conor—for a candid conversation about what it really takes to grow a successful tile business over five decades.
This podcast was a special chance to reflect on where we started, how far we’ve come, and where we’re headed next. Continue reading for an overview of the episode and some of the meaningful moments shared.
Generational Wisdom and Lasting Values
It all started in the 1970s when Al Firkins founded Tile Wholesalers as a tile distribution business. Over time, his vision and work ethic transformed it into one of upstate New York's most respected residential and commercial tile providers. And while most kids were riding bikes or playing ball, eight-year-old Dave Firkins was tagging along to work with his dad. He wasn’t just visiting the showroom—he loved being there. Those early days sparked something bigger than just a childhood memory; they planted the seeds for a lifelong passion and a future in the family business.
Now the second-generation owner, Dave reflects on the legacy of superior service and innovation that shaped his journey. Over the years, tried-and-true business philosophies and sales techniques have been handed down from Al to Dave and now to Conor—each generation adding their own layer of insight while preserving the core values that set the business apart. These shared principles have guided everything from entering new markets to refining the customer experience, ensuring that our commitment to quality products, superior service, and unmatched expertise remains as strong today as it was over 50 years ago. One of the biggest factors in our success has been the trust passed down with each transition. As Al shared in the episode, giving Dave room to lead—without micromanaging—was key to building confidence and momentum. That same trust continues as Conor takes on more leadership today.
Of course, when your coworkers are also your family, the workday doesn’t always end when you head home. We enjoyed sharing what it’s really like to work together so closely—sometimes literally around the dinner table. But that same closeness is part of what has kept the business grounded in trust and driven by a shared mission.
Confidence, Curiosity, and Constant Learning
Dave credited much of his growth as a business owner to a mindset of confidence and continuous learning. “I never lack confidence, and I think that’s one of the things you have to have as a business owner,” he shared. “You have to have supreme confidence not only in yourself, but in where you want to take things… With hard work, determination, and grit, we got through the toughest times.”
His wife, Kathryn, added another layer to that perspective, highlighting Dave’s insatiable curiosity—his constant reading and researching—as the engine behind his forward-thinking ideas, including a technology-forward showroom remodel that exceeded all expectations. “Constantly educating oneself on what’s coming down the pike” is a value both Dave and Conor share—and it shows.
Even in retirement, Al still lives by this principle, reflecting that he continues to “learn something new every day.” That passion for learning is what built this business from the ground up, and it’s something we all carry forward. Whether it’s studying design trends, staying active in the National Kitchen & Bath Association, or connecting with customers in our day-to-day, we’re always looking ahead—and always learning. This mindset also influenced how Conor entered the business. After working outside the industry for a few years, he came back with fresh ideas and a renewed appreciation for what we’ve built—bringing both real-world experience and next-gen perspective to our team.
Innovation That Honors Tradition
Our showroom has evolved—new technology, modern displays, and digital tools have enhanced the experience—but what hasn’t changed is the personal, face-to-face service we’re known for.
As Kathryn shares in the episode, many customers tell us how overwhelming it can be to shop for tile online—without seeing the materials in person or fully understanding the specs, it’s easy to feel unsure. Others mention the lack of support at big box stores, where the selection may be broad but the guidance is limited. That feedback only motivates us to double down on what we do best: offering hands-on expertise, step-by-step design support, and a genuine commitment to helping you find the right fit for your space.
For more than 50 years, we’ve blended modern innovation with timeless customer care—making sure each showroom experience is not just efficient, but truly enjoyable.
Looking Ahead
As a third generation at Tile Wholesalers of Rochester, Conor is proud to carry the torch. Recently named to NKBA’s Thirty Under 30 Class of 2025, he’s passionate about building strong relationships with clients across New York. Whether he’s on the road presenting new products or in the showroom solving complex design challenges, Conor’s commitment to quality, creativity, and collaboration is helping shape the future of the business, while staying true to the values that built it.
Your Next Chapter Starts Here
At Tile Wholesalers of Rochester, we’ve always believed that the past and future are deeply connected. As we reflect on more than five decades of growth, challenge, and opportunity, this podcast gave us a meaningful moment to share what it really means to build a legacy—one rooted in trust, fueled by curiosity, and focused on the future.
We invite you to be part of that story. Come visit our Rochester showroom and experience the difference: curated tile collections, personalized design support, and a family that truly loves what we do.
Let’s bring your next project to life—together.
Listen to the full episode of The Family Biz Show.
