From a very young age, Denera McKnight learned all about the home improvement industry through her Dad, who was a contractor. As an adult, she expanded her knowledge and experience by working in different aspects of the industry dealing with countertops, doors, and general construction. In 2023, Denera combined her experience with a passion for helping others and opened Rockwood Interiors.
“I love interacting with and helping customers make their house into their home by finding what they have always wanted to change about it and helping them make those changes,” she shares. “Then, seeing the before and the after is really exciting.”
Denera’s friendly personality helps customers feel welcome and comfortable as they navigate home remodeling. Her calm demeanor, especially under stress, and extensive experience also gives them the reassurance that when unexpected challenges arise, she can efficiently address the problems and find the best solution.
Customers who walk into the Rockwood Interiors showroom find it stocked with full-size samples of flooring, countertops, tile, and cabinets. This allows customers to get a true feel for the materials and colors. Whether customers know what they are looking for or need a little guidance, Denera is there to help.
“I'm happy to put colors together and help them decide what they want, and I enjoy doing that with them,” she says. “Customers can also borrow samples, take them home, and see what it looks like in their home with the lighting and things like that. Some people come back several times to figure it out. Once they pick out what they want, I have sub-contractors that I work with who do all the installation.” Depending on materials, installation can usually be completed within a few weeks of the initial consultation.
Denera’s fiancée, Josh Carter, recently opened Jaeroch Construction and they now work in tandem to complete projects under the umbrella of Rockwood Design Group. “We are a family business and we came up with Jaeroch Construction by taking the middle names of our two youngest daughters and combining them. His daughter's middle name is Jae, and my daughter's middle name is Rochelle, which together makes Jaeroch (pronounced jay-rock),” she explains. “We share the same office, and we can offer full-service remodeling now instead of just flooring or tile installations. We can do it all.”
As a woman business owner, Denera says being plugged in to a great group of local women has been very encouraging and she recommends new and future female business owners get connected with a group as well.
“I'm plugged into a local women’s networking group called BLOS, Business Ladies of Society,” she says. “It is especially important in that first year or two of business to have a lot of support and the cheerleaders you find in these types of groups. They offer classes you can take when you're feeling overwhelmed or you need help in a certain area, and you support one another’s businesses.”
She also stresses that it is essential to have the right people to work alongside you in business. “It's not easy starting up,” says Denera. “So, it’s important to surround yourself with people you can really trust and rely on who have your back. For me, I chose my subcontractors, and I stick with them because I know that I can trust them and that I would welcome them in my home.”
Through owning a small business in Snohomish, Denera has found a supportive community of friendly people. “The community is my favorite part,” she shares. “There are a lot of small business owners just like me who live here and work here, and everybody is supportive of each other.”
Rockwood Interiors is located 14815 Chain Lake Rd, Suite G, in Monroe. To schedule an appointment, visit https://www.rockwooddg.com, call 360-780-7778, or send an email to Denera@RockwoodDG.com. Also follow Rockwood Interiors on Facebook.
“I love interacting with and helping customers make their house into their home."