Floor Matters Blog

Everyone is talking ‘Green’ but what are they really doing about it?


Here at Hallmark Floor Company, the environment and the footprint that we will leave for future generations is a priority in everything that we do.  We believe that it starts with education.As we look back on the past year, we are reminded of the incredible amount of time that we’ve spent learning just what “Green” truly means.

  • We have learned about Responsible Forest Practices for our Hardwood Flooring Sales.
  • We have learned about recyclability for the various ingredients in the carpet we sell.
  • We have learned about dustless means of sanding and finishing your hardwood floors.
  • We have learned about the environmentally friendly cork, bamboo and linoleum floors.
  • We have learned that all are not created equal or environmentally friendly.
  • We have learned about floor finishes which are safer for our men while still providing a satisfactory product.
  • We have learned about how our products, finishes and adhesives impact your life.

As Sy Syms said ‘An educated consumer is our best customer’, we believe it’s our responsibility to be an educated business to best help you—our “valued customer”.

We hope that you’ll follow our ‘Floor Matters’ blog in 2015, so we can continue to be a resource to help you be both an educated consumer when in comes to all your flooring needs AND leave the world a better place for future generations.

Why All Wood Floors Are Not “Green”

In this blog article, we offer some insights on the notion that, overall, wood flooring is a “Green” or an environmentally good choice; however, there are some things you should know when making that choice.


Understand Re-forestation and De-forestation

While America has a re-forestation plan in place, that is not true around the world. FSC (Forest Stewardship Council) certification means that the wood harvested will be replaced with new plantings which will guarantee our natural resource for generations. Exotics like Santos Mahogany, Jatoba (Brazilian Cherry) and others are becoming scarce because of the clear foresting that is going on in South America. If you look at topographical pictures of the Amazon you can truly see that the de-forestation is significant. If you are purchasing American Oak, Cherry, Walnut, Birch or Maple flooring you can feel assured that someone is paying attention to the stewardship of our forests. America had its de-forestation of its vast old growth pine in the eighteenth and nineteenth centuries. Those beautiful wide pine floors that you see throughout New England came from long grown pine trees that provided heart pine, which resulted in long boards, beautiful grain, exceptional indentation resistance. They took centuries to grow. In fact antique pine from old barns, mills and even distilleries is being re-purposed for flooring. That said the most “green” element about those floors is the “Green dollars” it costs.

Consider the Manufacturers Carbon Footprint

carbonfootprintAnother consideration is the carbon foot print of the manufacturing process. Many of America’s finest hardwood forests are in the Appalachian region. Mills in Tennessee, western Pennsylvania, West Virginia and other Appalachian states are harvesting the wood, preparing the logs, kiln drying it and final milling it within very few miles. Contrasting that, some of the cheap engineered floors are made from wood forested in the US, shipped to China, fabricated in China, finished in China and then shipped back across the Pacific. Immense fuel is wasted and hydrocarbon emissions result. Then these inferior floors are sold by Liquidators for homes in the very region the wood originated. That is not “Green”, rather folly.


The next thing we ask you to consider is the manufacturing and finishing process. Many Engineered floors including the “bamboo”, are laminated using adhesives which have high contents of formaldehyde, a chemical component which has been outlawed in the USA. This causes dangerous off gassing which is toxic to your health and hardly environmentally unfriendly. More and more mills are returning manufacture of engineered or composite floors not only to prevent the use of these toxic manufacturing practices but also to reduce fuel consumption in the transportation of the products.

Become an Educated Consumer

Take time to learn about how, when and where wood floor was grown, milled and finished. A great resource for more information is Green America, a not-for-profit membership organization that’s mission is to harness economic Green Amercapower—the strength of consumers, investors, businesses, and the marketplace—to create a socially just and environmentally sustainable society. They’ve a webpage dedicated eco-friendly flooring which provides some additional valuable information.

If you care about our environment, it’s your responsibility to take the time to ask questions. You’ll find that a beautiful serviceable floor at no greater cost to your pocketbook or to your environment.

Contact Us

Please feel free to contact us with any questions or inquires you may have. We look forward to hearing from you!

By phone: 201-445-5886

In person: 48 North Maple Avenue, Ridgewood, New Jersey 07450

Get Ready for the Season!

Need your carpet cleaned?

Hallmark is here for just such occasions….

Hallmark can help with that!

Hallmark can help with that!

Faux Floors- Making a Comeback!


Hello and welcome to The Hallmark Floor Company’s inaugural blog post!

We are very excited to share our company’s new monthly blog with you. Our posts will discuss a variety of topics, share the latest trends and importance of great flooring, as well as happenings at our company and how the Hallmark Floor Company help with all your flooring needs.

At The Hallmark Floor Company we have been committed to providing full service flooring to both residential and commercial clients since 1978. Our company is truly a family business, founded by childhood best friends, Ed Wallace and Richard DeRenzo, who combined have over seventy years of experience in the industry. We’ve continued that family tradition with a team comprised of fathers, sons, mothers, daughters, cousins abound – visit our About Us page for more on that. Together, we are committed to providing our customers with the highest level of quality and service in their homes and businesses. We are eager to continue keeping you informed about what the Hallmark Floor Company is all about and the wonderful services that we can provide to you.


Faux Floors… Making a Comeback

What’s Old is New Again…
For years the standard of kitchen flooring was sheet vinyl and vinyl tile. Its greatest strength was its easy maintenance and exceptional durability. Starting in the 1970’s all the way through the ‘90’s, vinyl was king. Later on, laminate floors emerged with more natural and realistic looks, but were not the real thing. By the beginning of the 21st century wood flooring manufacturers discovered the essential ingredients for kitchen floors is in the finish of laminates; aluminum oxide. This strengthened the abrasion resistance, hence the durability of the product. Around the same time porcelain tile hit the market with real stone looks. Again, with superior finishes and durability.

Is it Live or Memorex?…

Well, manufacturers like Armstrong, Karndean, and Mannington have figured it out! They’ve discovered faux stripwood-looks, stone-looks and wide plank-looks that are SO realistic you have to turn them over to realize they are faux! Among these products are Armstrong’s Alterna Tiles that replicate ceramic tile. However, these tiles have much more comfortable underfoot (resilient flooring), are warmer than ceramic, and are flexible so they don’t crack. Alterna Tiles are very consumer friendly, and are unbelievably easy to maintain, and come in a variety of sizes to fit your needs.Mannington

Another hot line is Karndean flooring, which presents a myriad of strip and wide plank flooring. Like Alterna Tiles, Karndean flooring is more flexible, easier to maintain, has comfortable underfoot, and is far more affordable than real wood.

Mannington has developed with Adura in planks and tiles, which can be put together in a mixed media (like a combination of ceramic and stone floors). Height change is another consideration when thinking about faux floors. Whereas, ceramic and wood floors can change heights of floors from 3/8” to ¾” these faux looks are 1/8” thick and provide much easier transitions in doorways leading to existing floors.Mannington

Beautiful, Easy Maintenance, Natural Look
So, if you want to return to the good old days of less expensive floors with easy maintenance, while still preserving the beautiful, natural look of wood or stone check out these beautiful faux looks at the Hallmark Floor Company!

Contact Us
Please feel free to contact us with any questions or inquires you may have. We look forward to hearing from you!
By phone: 201-445-5886
In person: 48 North Maple Avenue, Ridgewood, New Jersey 07450

About Hallmark Floor Company
Hallmark Floor Company is full service flooring company serving both residential and commercial clients. Founded by Ed Wallace and Richard DeRenzo, Hallmark Floor Company a truly family business comprised of fathers, sons, mothers, daughters, cousins abound. Each member of our team is committed to providing your and your home or business with the highest levels of quality and service.

Natural Advantages of Wool

FAQ- What are the advantages of Wool Carpet?

ANSWER:  Many but here are 6:

1. Shape Retention- Natural elasticity allows the fiber to stretch up to 40% beyond it’s original length and return to it’s original size. Wool carpet not only retains it’s shape, even under heavy traffic, but also resists furniture crush.

2. Repels Water and Stains-  Due to a unique membrane covering the fiber core water and other spills remain on the surface, repelling stains and allowing spills to be blotted up with a clean, dry white cloth.

3. Easy to Clean- The natural membrane found on wool fibers also allows for ease in cleaning. The membrane prevents dirt and dust from sinking below the surface, permitting regular vacuuming to keep wool carpet looking clean and new.

4. Fire Safe- Wool carpet has many natural fire safe characteristics including flame retardance, high ignition temperature, low flame spread, and ability to self-extinguish.

5. Improves Indoor Air Quality- Wool naturally resists static by it’s natural moisture retention up to 30% and resists mildew by it’s naturall low PH. Wool also absorbs contaminants without re-emitting them.

6. Natural Insulation- Wool carpet absorbs sounds and reduces noise levels, as well as insulates the indoor environment against outside elements.


We invite you to visit our showroom to see the many beautiful wool carpet patterns and designs currently available and to answer any other questions you may have on the subject.

Cleaning Hardwood Floors

Contact Hallmark Floor Company for better techniques to clean your hardwood floors!

Contact Hallmark Floor Company for better techniques to clean your hardwood floors! Your cat will thank you……

Comfy Carpet

Comfy Carpet

Wools, synthetics, blends. SmartStrand, WearDated,  Stainmaster.

Let the Hallmark staff guide you through the many choices to find the best carpet for your particular purpose.

We’ve got what it takes to make your house a home….