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.

Owners & Staff

scott-mike1-180x180.jpg Scott Clark & Mike Sherman
sara-180x180.jpg Sara Oehler
Sales and Marketing Manager
"Ask Sara" Specialist
Email Sara
joyce-180x180.jpg Joyce Trowbridge
Procurement Specialist
Email Joyce
shelleyr-180x180.jpg Shelley Richey
Customer Care Representative
Email Shelley

Teri Thomas
Customer Care Representative
Email Teri

rosac-180x180.jpg Rosa Cervantes
Customer Care Representative
Email Rosa
angela-180x180.jpg Angela Colin
Warehouse Manager
Email Angela
montsesalazar2-180x180.jpg Montse Salazar
Packaging Specialist
Email Montse
adriana-180x180.jpg Adriana Yañez
Warehouse Staff
kristen-180x180.jpg Kristen Fagan
Graphic Designer
Email Kristen
damien-180x180.jpg Damien Shay
Graphic Designer
Email Damien
thomas-180x180.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!