“Work Ain’t Cheap and Cheap Ain’t Good”
Coconut Grove Glass & Mirror Etches Its Future Through Quality Craftsmanship
William Valdes-Zuazo was a new high school graduate, on his way to college to study radiology. To make ends meet, he took a job as a shop helper for Coral Gables Glass & Mirror. He liked the work and liked to learn, and quickly added glass installation to his repertoire of skills. His drive and talent did not go unnoticed; the owners ultimately asked him to leave the field and join them in the office as their estimator. “That’s when I really learned to understand what business is all about,” William explains.
After a few years, the young man with ambition took his talents to another firm, but the entrepreneur bug had bitten. While still working for that firm, he began doing side jobs, installing mirrors and building his own client base; but custom mirror installation is more than a one-person job. He needed help. He brought on Sixto Mosqueda, his first employee who stayed with William until he retired a few years ago.
Slowly and deliberately, the business grew: first a truck and tools, then Sixto, then a warehouse, then more staff. In 1987, Coconut Grove Glass & Mirror became William’s reality.
The company first built its reputation in its own neighborhood. Coconut Grove is Miami’s oldest neighborhood. In the 1980s, the bayside community was growing, and the original beach hotels from the 1930s to the 1950s were being refurbished to accommodate the growth. This type of unique, creative renovation was right up William’s alley. He thrives on project challenges that require thought and originality. In turn, he has trained up his staff of over 30 people to thrive on the same.
“Those vintage hotels hold a lot of my original work,” William says. “And many of the clients we earned in those days are still our clients today.”
In fact, the Coconut Grove Glass & Mirror team has earned a reputation that attracts developers throughout the hip local design district, giving the firm creative opportunities to work with high-value companies, like Versace and H∓aM. The glass and mirror craftsmen create storefronts and specialty facades, some with designs in front. They also create custom glass curtain walls and interior spaces incorporating glass. A recent example is an intricate glass staircase where the steps and railings required a variety of challenging curves and angles. A similarly difficult recent undertaking was a glass ceiling canopy with peaks and angles that had to match perfectly.
“We like the challenge of projects that are unique,” William says. “We like to take on what others say can’t be done and we make it happen!”
Still, the company’s team does not shy away from more typical ventures, such as the retrofit of existing buildings. Recent projects have included window replacements for 30- to 40-year-old high-rise condos. “Typically, the units are occupied, which makes our work tough,” William says. “We have to be very careful and deal with the specific needs of a lot of individual homeowners.” His firm owns all its own equipment and all employees are in-house, which helps keep quality consistent. “We do not sub out any work. We get the job done correctly and we control it better this way,” William adds.
“We like to take on what others say can’t be done and we make it happen!”
William Valdes-Zuazo, Founder, Coconut Grove Glass & Mirror
Success Through Consistency
William’s no-nonsense approach to business makes the difficult seem simple. For example, consider his approach to success:
1. Focus on quality not quantity.
2. Get the job done right—no matter what.
3. Follow up on jobs from start to finish.
4. Don’t cut corners—try to be the best; not the cheapest.
“This is how we have been able to survive for over 30 years… throughout all the ups and downs,” William says.
Those “ups and downs” have come through different scenarios. The man-made challenges have come primarily from economic downturns and the Great Recession that toppled so many small businesses between the late 2000s and early 2010s.
“The last recession was tough,” William explains. “I had the guys come to work whether we had business or not. I’d have them clean the warehouse and find ways to keep them busy. I always made sure they got 40 hours of pay. I had saved for rainy days and that kept us afloat. It was scary, but you’ve just got to have faith.”
Nature has also provided its own measure of challenges to the company through the years, particularly due to the unpredictable and repetitive hurricanes and related storms so prevalent in southern Florida. “We know when the storms are coming,” adds William. “We secure our job sites; we clean up, store and tie down all our equipment; we batten down everything in the shop. Then, we wait. We remain on call if our clients need us.”
A Future Unfolding
So, what does the future hold for William and his company? “I’d like to get to a point where I can relax a little more,” he says, then quickly adds, “but that’s not going to happen.” He is typically the first to arrive in the morning and the last to leave at night. “I’m very hands on,” he adds.
However, he does have great confidence in his employees and some have been with him for 20 to 25 years. “It’s important to treat employees properly,” he says. “If they need something, I take care of it; we’re not strict. If they need family time, they take it. If there’s a problem, we talk about it and resolve it. We do the same with customers. We make things right and move on.”
He ends with a strong and simple philosophy: “I try to do the right thing; I’m straightforward and no-nonsense; and I believe it’s important to do the best job possible. And I firmly believe that work ain’t cheap and cheap ain’t good.”