Sabra Astrogano Knows Her Floors

Twenty-five years ago, Eti Chauth Astrogano arrived on the home décor scene after she immigrated from Israel, to later buy and run AA Flooring, LLC. With formal training in design, she has worked in the flooring field for more than 30 years.

Born and raised in a suburb of Tel Aviv, Astrogano served in the IDF — where she held clearance as she operated as a radio and communications officer in Gaza for 20 months — then studied architecture and interior design at an ORT college. She then worked at a major kitchen and bath showroom, starting in sales, and moving up to store manager. At 29, she worked for her brother here in Atlanta before buying AA and going “all in” as an entrepreneur. It’s not uncommon on the Jewish Women of Atlanta Facebook group for Astrogano to get rave reviews about her honesty and high-quality work.

When asked about Atlanta flooring trends, she said, “Luxury vinyl planks (LVT) and laminates have become the best-selling products due to their durability and cost-effectiveness. These products have largely replaced carpet and engineered wood. Solid hardwood floors remain popular in high-end homes.” She labels “high end” as valued at $600,000 or more where vinyl and laminate are often used in basements or on upper levels.

Some homeowners lament about having to move out during work or enduring plastic wrapping and dust. For an installation without refinishing, it takes an average of two days. Unfinished wood floor refinishing is the most invasive process and takes several days and requires removing all furniture and personal belongings – and families typically need to move out. Pre-finished flooring and carpet installations are much less disruptive.

In weighing the costs of carpet vs. wood, Astrogano noted that the difference between solid wood and mid-range carpet is significant. “The gap between wood and LVT vinyl planks is also noticeable, but smaller.”

For style trends, Astrogano finds geometric-patterned runners au currant. For practical thinkers and pet owners, some carpets have highly demanded built-in, pet-urine protection. Beige and light natural tones remain the most popular choices for carpet. AA also sells custom-sized area rugs with professional binding and fiber pads to protect the flooring below. They also build decks and pergolas and install porcelain tile for outdoor spaces like sunrooms, patios, and porches.

Astrogano and her husband, Eli, manage the company full-time. They employ a remodeling crew that includes framers, plumbers, electricians, painters, and cabinet installers. They also have dedicated flooring crews who are highly skilled in wood, LVT, laminate, tile, stone, and carpet installations.

When queried about tariffs affecting consumer prices, she stated, “We work with multiple distributors depending on the type of flooring. So far, our main suppliers have not raised prices due to tariffs.”

Here are her best tips for maintaining floor care:
• Skip the vinegar and water! Use proper floor-specific cleaners instead — they’re much safer for the finish.
• For wood and laminate, use Bona products. Their cleaners and mops are made specifically for these floors and work really well.
• If you have vinyl (LVT), make sure to use cleaners made for vinyl. It makes a difference and helps avoid buildup.
• Put felt pads under your furniture. It’s such a simple step, but it helps protect against scratches and dents.
• Stick to a regular cleaning routine. Staying consistent with maintenance can help your floors look newer for much longer.

Although AA is primarily residential retail, they also do commercial work like recently completing several Dave & Buster’s locations in Alpharetta, Marietta, and McDonough.

They’ve handled large projects, including multi-unit developments for builders, foundations, general contractors, and investors. Weighing the “big box competitive effect” on small businesses, she noted, “We were located in the Tilly Mill Home Depot Plaza for 12 years and didn’t feel their presence negatively impact our business.”

Astrogano added, “We’ve had a strong base of Jewish customers for many years. Our first showroom was in Toco Hills, and we moved to Dunwoody 16 years ago.”

The family has two daughters, one in college, one in high school, and are members of the Chabad Israeli Center on Chamblee Dunwoody Road. She says, “They [daughters] keep us busy and grounded,” as in flooring.

For more information, please call AA Flooring at 404-513-5554.