Along Rossville Boulevard, where aging storefronts still hint at another era, a sandstone bank building crowned with a brass clock has begun a new life.
The former Rossville Branch Bank, with its tall ceilings, large front windows and original vault, is now home to Tile Gallery, a new specialty showroom opened by Jordan and Florina Parker. The store sits directly across the street from Direct Flooring, the Parkers’ flagship business, which has operated on the Boulevard for more than 15 years.
Jordan Parker had admired the old bank building from the beginning.
“I’ve always loved the exterior,” he says. “When the property became available, I called the number on the sign, and we put together a purchase agreement.”
The building, purchased in late 2025, offered approximately 5,000 square feet of open space and character that couldn’t be replicated.
Parker and his team focused on cosmetic updates, roof work and improvements that preserved what made the structure distinctive. The original vault remains, along with historic details that remind visitors of the building’s first life.
“We’re drawn to older buildings because of their character,” Parker says. “If the bones are strong and the scale is right, you can bring it back to life in a way that honors its history while giving it new purpose.”
Inside, the showroom is designed to make an immediate impression. Displays are organized, lighting is intentional and tile installations rise along the walls and staircases in clean lines and tasteful textures.
“Everything we do at Direct Flooring and now at Tile Gallery is built around the customer’s experience,” Parker says. “When someone walks in, they should notice the presentation, the quality of the displays and the way we take the time to listen. It’s about showing the level of care we put into our product and our service.”
That focus on the customer has defined Parker’s career.
From garage to boulevard anchor
Parker launched Direct Flooring in 2004 out of a home garage. Today, the company operates four stores and four warehouses, with 14 full-time employees at its Rossville flagship alone. He says it’s now the largest volume flooring dealer in the Chattanooga area.
His roots in the business run deep.
“I was born and raised in Chattanooga,” Parker says. “Three generations of my family call this place home.”
His grandfather on his mother’s side operated a large carpet business in Dalton, Georgia, before opening a retail store in East Ridge in the 1990s. From him, Parker learned the fundamentals.
“I learned how to treat people well and how to run a good business,” Parker continues. “He had very little formal education, but he had a sharp business mind.”
Starting from scratch in a region dominated by flooring manufacturers and distributors was daunting. Regardless of the odds, Parker chose to build from the ground up, beginning with installation.
“I said, ‘No matter what I sell my clients, if it’s not installed correctly, what’s it worth?’” he recalls. “So I started with installation and learned the business the hard way.”
Over two decades, that emphasis on quality and constant improvement has shaped the company culture.
“We’re always looking at how we can do things better,” he says. “We focus on growing individually and as a team.”
Why tile? And why now?
For years, Direct Flooring offered nearly every surface except tile. Carpet, hardwood and waterproof luxury vinyl plank dominated the market. Waterproof plank in particular now commands the largest share of the flooring industry.
But technology has changed more than vinyl.
“What technology has done for the flooring business has been unbelievable,” Parker says.
Advances in high-definition printing and manufacturing have reshaped ceramic and porcelain tile, giving designers and homeowners options that look and perform differently than they did even a decade ago.
“The imagery now is unbelievably good,” he adds. “There are so many new nuances in the world of tile.”
Larger format tiles reduce grout lines and create a cleaner look. Some products are accessible enough for skilled do-it-yourselfers. Porcelain can replicate natural stone with added durability.
“We have porcelain that looks and feels like natural stone,” Parker says. “In a commercial project, it’s a harder surface and more resilient to heavy traffic and wear.”
For nearly two years, Parker had been considering a dedicated tile store. When the bank building became available across from Direct Flooring, the timing aligned.
“Direct Flooring does everything except ceramic tile,” he says. “But here at Tile Gallery, we wanted to specialize in a product.”
The concept is straightforward: a showroom devoted entirely to tile, supported by in-house design services and installation expertise.
“We have a designer who guides customers through the creative and budgeting process,” Parker says. “This is a specialty tile store, and we carry a wide range of products for just about any project.”
Partnerships and pricing
Tile Gallery works closely with several major suppliers, including MSI, BPI and Louisville Tile. Parker describes the relationships as long-term partnerships built on quality, volume and mutual growth.
“We work closely with a family-owned company called MSI,” he says. “We’re positioned between their Nashville and Atlanta locations, and they’ve been very supportive in helping us showcase products and grow here.”
Volume buying, a strategy refined at Direct Flooring, allows the company to offer competitive pricing.
“If you can save a customer who lives an hour away $1,000 on a purchase, they’ll make that drive,” Parker says, adding that he expects Tile Gallery to come in significantly below big-box pricing.
Through its supplier partnerships, Tile Gallery is able to stock a wide range of exclusive and specialty products, many selected with contractors and remodelers in mind.
One example is a porcelain shower panel set displayed in the showroom – a four-piece surround designed for quick installation and visual impact.
“It’s simple, elegant and economical,” Parker says. “It’s one of the most beautiful shower surrounds.”
A destination on the boulevard
On Saturdays, customers already travel from surrounding communities to shop at Direct Flooring. Some have come from an hour away, while one family drove from Tuscaloosa, Alabama.
Parker sees Tile Gallery following a similar path, becoming both a neighborhood resource and a regional draw.
“We invite people to come in with their inspiration,” he says. “From there, it’s our job to guide them through the rest of the process.”
Estimates and design services are complimentary. Installation, measurements and logistics are handled in-house. The goal, Parker says, is to remove friction from the renovation process.
“A tremendous amount of behind-the-scenes work goes into doing what we’re doing,” Parker says. “But we want it to be easy for the client.”
The Rossville Boulevard corridor has long been central to his vision. When he first moved Direct Flooring there, his father, Barry Parker, would share stories about prominent merchants who built generational businesses along the strip.
“I can humbly say I’ve believed in the boulevard since 2010,” Parker says.
Tile Gallery represents another investment in that belief – a restoration of a historic building, a new specialty retail concept and a visible commitment to a stretch of road that has seen both decline and renewal.
A family enterprise
Behind both storefronts is a partnership that extends beyond business.
“My wife, Florina, is my business partner,” Parker says. “She’s originally from Romania, and she pours so much effort and heart into everything we do.”
The couple describe themselves as a true small business and a true family business. Their philosophy remains simple: one satisfied customer at a time.
As Tile Gallery prepares for its grand opening, the former bank building on Rossville Boulevard has taken on a new tempo. Where customers once lined up for transactions, homeowners and contractors now step inside to study textures, compare finishes and imagine kitchens, bathrooms and commercial spaces transformed in stone and porcelain.
For Parker, growth will be tied to his relationships with suppliers, contractors and customers who return and refer others.
“We take a lot of pride in our reputation,” Parker says. “Tile Gallery is a vote of confidence in Rossville Boulevard and in the kind of long-term, relationship-driven business we believe still matters. We love what we’re building here.”