Amazing Floors & More Opens in Watford City, Services Surrounding Area

Amazing Floors & More, Watford City, officially opened their doors over the summer, but flooring is nothing new to owners Susan and James Collins.

The couple initially owned and operated G.F.S. Enterprise Corporation, a flooring installation company, which Amazing Floors is under. But with 20+ years of experience, they found themselves in a position to expand, teach the trade, and eventually pass the torch.

It seems flooring was in their future as Susan is the fourth generation of her family involved in the flooring industry. James grew up in South Carolina helping his dad with contract construction jobs, and met Susan in Missoula, MT while working with her nephew installing flooring. Eventually they would start G.F.S Enterprise Corporation, keeping their values of God, family and service at the forefront. However, in 2008 when the economy flipped, James went into the oilfield and the couple, along with their children, relocated to Watford City in 2013.

"At that time, I had two choices; I could go into the oilfield or work on a crab boat and there was no way my wife was going to have me out on a crab boat. So, I worked in the oil field as a supervisor. I knew Watford was hurting for installers, so I started installing flooring again in 2013."

The couple had wanted to expand their business for a while and in February 2022 the pieces started falling into place and they pulled the trigger. There was a lot involved to get Amazing Floors up and running including securing a warehouse to store and cut the material and remodeling the storefront they were in to better meet their needs and the needs of their customers.

"I wanted to provide great customer service," Susan said of her motivation to design the storefront remodel. "There's an area for kids to play and hang out and a place for husbands to sit while their wives look. I wanted to give people space to make their decisions without rushing."

Amazing Floors began taking orders in June 2022 and held their grand opening on Aug. 13. The store offers all types of flooring and installation including tile and interior and exterior stone including stone siding. Additionally, they design and build custom fireplaces and offer window treatments.

Customers can take samples home to better make decisions and can make appointments to have James take measurements and give free quotes and estimates. They try to provide everything in one estimate including labor and material, to make sure everything is fully disclosed with their customer. They service a 200-mile radius including McKenzie County, Williston, Sidney, Glendive, Dickinson and the surrounding areas.

"Some people save for years to remodel their home and we want to get that cost down as much as we can for them, so we keep our travel fees very reasonable," James explained, adding, "We don't surprise our customers with additional costs. If we do run into unforeseen issues we stop and discuss the next step with the customer before moving forward."

Opening Amazing Floors has allowed the Collins family to spend more time together as Susan, James and their kids are all involved in the business, whether it's their daughter creating artwork for the store or their oldest son learning the ropes of floor installation.

"Flooring is what we know and our prayers were answered when installation customers started reaching out to us. We just went from there," said Susan.

James agreed, "When we opened it just felt right. It's been a cool experience and we've had lots of support from the community. I love taking something old and making it new; that finished look is satisfying."

Susan hopes to someday incorporate custom cabinetry and countertops, but both her and James's plan to spend 2023 enjoying what they've accomplished thus far, and settle into their 'new normal' with the family business.

Amazing Floors & More is located at 113 Main St. S STE C, Watford City, ND and is open during the winter from 10 a.m.-5 p.m. and by appointment after hours and Saturdays. You can reach them at 701-842-4352 or at [email protected]. Check them out in person or online at


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