Who We Are

Defining Excellence Then and Now

We lead our industry with simply the best products and services.
We celebrate our innovative ideas and proudly inspire creativity with our passion to educate.
We are dedicated to exceeding the expectations of our customers and
are grateful for their continued loyalty.

In the following videos, learn more about how Soft Flex® Beading Wire was invented
by Co-Owners Mike Sherman and Scott Clark. Also, learn about what makes
our beading wire different from others on the market today.


Meet our dedicated staff who define excellence, respect, teamwork,
enthusiasm, courtesy and communication.

staff-scott.jpg Scott Clark
staff-mike.jpg Mike Sherman
  Staff Listed Alphabetically
staff-janet.jpg Janet Balich
Receiving and Packaging Clerk
Email Janet
staff-james.jpg James Browning
Sales Representative
Email James
staff-rosa.jpg Rosa Cervantes
Gallery Sales Representative
Email Rosa
staff-angela.jpg Angela Maria Colin
Shipping and Warehouse Staff
Email Angela
staff-kristen.jpg Kristen Fagan
Website Graphic Designer
Email Kristen
staff-sara.jpg Sara Oehler
Sales and Marketing Manager
"Ask Sara" Specialist
Email Sara
staff-shelley.jpg Shelley Richey
Sales Representative
Email Shelley
staff_damien.jpg Damien Shay
Graphic Designer
Email Damien
staff-thomas.jpg Thomas Soles
Marketing Assistant
Email Thomas

Call toll-free 1-866-925-3539 or (707) 938-3539
Monday - Thursday: 7:30am - 4pm / PT and Friday: 7:30am - 3pm / PT
A live person will answer!