Gainesville CarpetsPlus COLORTILE Showroom
Gainesville CarpetsPlus COLORTILE Josh Elder and Steve Elder

Josh Elder and Steve Elder won the CarpetsPlus COLORTILE Retailer of the Year Award in 2012.

It all started in 1978 with only forty dollars, a motorcycle, and a dream. In those days, Steve Elder was a senior in business administration at the University of Florida working his way through college installing carpet and doing maintenance at apartment complexes. Later that year, Steve married his high school sweetheart, Jennifer, a nurse at Shands, and their dream became one. Ultimately, he also fell in love with Gainesville and imagined how he could address an unmet need by selling and installing quality carpet at reasonable prices.

Since then, the Elder’s business, Gainesville Carpet and Flooring has been serving Gainesville and the surrounding communities doing just that. They joined the CarpetsPlus Color Tile group in 2005 which allowed them to expand to accommodate the community’s changing needs.

Gainesville CarpetsPlus COLORTILE Staff

Gainesville CarpetsPlus COLORTILE Staff

Today Steve and Jennifer own the 7,000 square foot Gainesville CarpetsPlus Color Tile in North Gainesville off Hwy. 441. The store is truly state of the art, with the latest styles and materials for floor coverings including 20 different species of wood, cork, bamboo, and all types of tiles including ceramics and porcelains. In carpets, you can find nylons, polyesters, and wools. There are also area rugs and catalogs to browse. For the customer on the run, they stock tiles, woods, and laminates at discounted prices that compete with the big lumber yards.

Perhaps due to his humble beginnings, Steve appreciates the “do-it-yourselfer” and offers not only quality products but personal instruction, professional advice, and consumer financing programs such as “six months same as cash.” Jennifer is now a professor and associate dean in the

Gainesville CarpetsPlus COLORTILE Home Show

Josh Elder working the Gainesville CarpetsPlus COLORTILE Home Show

College of Nursing, and her and Steve’s son Josh Elder and son-in law Josh Finch are enthusiastically carrying the family’s vision into the next generation.

In keeping with their original dream, Steve is proud to be a Rotarian, actively giving back to the community that he and his family love. Steve and his five member team treat each customer as a valued neighbor and enjoy helping them achieve THEIR dreams.

Visit Gainesville CarpetsPlus COLORTILE at 6510 NW 13th Street, Gainesville, call or visit

This feature article was written by Linda Becnel of Gainesville Today magazine and appeared in their April 2010 issue.