Funny how the term Brazilian cherry flooring has become the linguistic signifier for all things swank and luxe in today's homes.
And it's all a marketing ploy.
Recently, I set my little uneducated mind to the wheel to figure out why everybody loves Brazilian cherry floors. I came to the conclusion that it's the name. For many of us, Brazil has exotic connotations: rainforests, Rio, and thonged babes on the beach (well, at least that's what I think). Cherry wood implies something very traditional and substantial (George Washington?). Combine the two words--dropping the wood's true name, jatoba--and you've got a killer marketing campaign.
At least, Brazilian cherry floors have good points. Actually, many good points:
- Extremely hard wood, scoring high on the Janka hardness scale.
- It stains well.
- Returns great value (just say you've got Brazilian cherry on your floors when it comes time to sell).
- Looks great even unstained. It's a rich salmon color, often with attractive dark streaks.
Downside? Well, it's popular; and because of its popularity, it is high-priced. Over-priced, in my opinion.
Of course, you could always "fake it" and buy Brazilian cherry laminate flooring!
Image: South Cypress Floors/Mohawk
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