{"id":2778,"date":"2026-02-10T00:03:25","date_gmt":"2026-02-10T00:03:25","guid":{"rendered":"https:\/\/lightingnewsnow.com\/?p=2778"},"modified":"2026-02-10T14:12:45","modified_gmt":"2026-02-10T14:12:45","slug":"one-on-one-with-grant-jones-doing-business-differently","status":"publish","type":"post","link":"https:\/\/lightingnewsnow.com\/?p=2778","title":{"rendered":"One on One With Grant Jones: Doing Business Differently"},"content":{"rendered":"\n

The<\/strong> CEO and president of Crescent Lighting believes lighting showrooms are worth the investment. He tells Lighting News Now<\/em> why.<\/strong><\/p>\n\n\n\n

When you look at Crescent Lighting CEO Grant Jones\u2019 career path on paper \u2013 financial advisor at Ameriprise Financial, head of hardscape company Willamette Graystone, director of an investment bank, chief financial officer of a wireless systems company, and CEO of an investment firm \u2013 spearheading a lighting firm seems a bit out of the norm. So I asked him about it. Here is our conversation:<\/p>\n\n\n\n

Linda Longo<\/strong>: I know you bought Aztec Lighting in Arizona last June and the Chuckanut Lighting showroom in Washington State in the fall of 2024 and, of course, you have the Crescent Lighting showrooms in Washington. What makes a finance guy become interested in lighting \u2014 especially since the industry grapevine says the brick-and-mortar showroom business is in danger of dying off. Tell me why that\u2019s not so.<\/p>\n\n\n\n

Grant Jones<\/strong>: Actually, by background, I\u2019m a building materials guy. My grandfather [Don Jones, Sr.] started a concrete manufacturing and distribution company [Willamette Concrete Products] and so I\u2019ve been around building materials and contractors all my life. That is really my roots. I grew up in the family business and eventually took over as CEO. I am the third generation, but unfortunately my second-generation parents, aunts, and uncles couldn\u2019t decide on how to recover the business coming out of the Great Recession so I led the company through a sale process. And so my career has sort of ebbed and flowed. When I was approached about acquiring Crescent Lighting back in the summer of 2020, it was an intriguing opportunity to effectively put my immediate family\u2019s band back together. Fundamentally my wife and I own the majority of the company, but I brought my dad and my brother and one close family friend together and said, \u201cHey, we know squat about lighting, but we know this business model really well. We know what it\u2019s like to sell to contractors. It\u2019s just a different widget that has a design and retail flair to it.\u201d They said, \u201cLook, we don\u2019t know anything about this industry, but if you like it, we like it.\u201d And that\u2019s<\/em> how my journey into lighting started, and it\u2019s been a wild ride.<\/p>\n\n\n\n

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LL: The summer of 2020 is right in the middle of the pandemic. I know we\u2019re going over ancient history, but walk me through that process.<\/strong><\/p>\n\n\n\n

GJ:<\/strong> So Crescent Lighting had two showrooms and a warehouse east of Seattle. Everybody on staff stayed, and even the owner stayed for six months just to help with the transition because, again, I didn\u2019t know anything about the industry itself. [The acquisition] closed in February 2021,and the owner stayed for almost the whole year of 2021. He helped by coaching and mentoring us. Then I acquired Olympia Lighting later in 2021, which gave us our third showroom in Washington \u2014 and that offer came out of blue. The owner of Olympia literally called me and said, \u201cHey, I heard you bought Ray\u2019s business, do you want to buy mine?\u201d I was thinking, \u201cMy feet are barely underneath me, but sure let\u2019s have a conversation.\u201d And that is how this [business growth] happened. One Source Lighting is our fifth lighting acquisition.<\/p>\n\n\n\n

LL: Do the showrooms keep their existing names?<\/strong><\/p>\n\n\n\n

GJ<\/strong>: That\u2019s been our m.o. We\u2019ve kept their names because we believe each brand has brand equity in the cities they serve. We have Crescent Lighting in three communities and we have Chuckanut \u2013 which is just a one-location showroom \u2013 and then we have Olympia Lighting, which is also just one location. Then we acquired Aztec Lighting, which is the largest distributor in Arizona, and kept that name as well.  <\/p>\n\n\n\n

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LL: You announced the acquisition of One Source Lighting in Montana a few weeks ago. How did you know that Lauri Patterson was interested in selling? I\u2019m guessing that your name is being mentioned when someone wants to exit the business?<\/strong><\/p>\n\n\n\n

GJ:<\/strong> Yes, I\u2019m getting introduced \u2014 mostly by reps or manufacturers. I\u2019m making zero outbound calls; they just find me. It\u2019s all about relationships. Fortunately, I can\u2019t even go to the Dallas market without getting pulled aside in a hallway by someone saying, \u201cHey, I heard you were interested in this city or that city or this company or that company.\u201d  It\u2019s great and it\u2019s flattering. I basically, at all times, have at least one acquisition that I\u2019m evaluating. Right now, I\u2019ve put some of those on pause because I\u2019m just trying to kind of settle with what we have. I\u2019ve digested a lot in 2025, but they just keep finding me.<\/p>\n\n\n\n

LL: So far most of your showrooms are in the Pacific Northwest, although you have the one in Arizona and now Montana. If an opportunity comes along anywhere in the U.S., would you consider it or do you want to have a tighter radius?<\/strong><\/p>\n\n\n\n

GJ<\/strong>: I get asked that question a lot. Generally speaking, I would prefer the west half of the U.S., just so it\u2019s a little easier. I have relatively young kids, so I don\u2019t want to spend my entire life on an airplane. However, something from The Rockies west or so would interest me. I can\u2019t say I\u2019ve considered opportunities east of that because mostly I haven\u2019t been that interested. I think there\u2019s a lot of synergy to be made on just staying on the western half of the country. Never say never, I guess.<\/p>\n\n\n\n

LL: Tell me, in the age where it seems like people are moving away from brick and mortar, what makes a lighting showroom still a great business?<\/strong><\/p>\n\n\n\n

GJ<\/strong>: I think fundamentally the idea of brick-and-mortar retail is<\/em> dying, and nothing\u2019s changed there. I don\u2019t have any kind of contrarian belief to everybody else in the industry. I just think we have to reimagine what that means. To me, it\u2019s more about the experience that consumers have when they come into a showroom. They\u2019re not necessarily coming in with the idea that they\u2019re going to walk out with something that day. They want to come in and have a consultative experience that may last many, many touch points, not just a transactional walk-in and walk-out with a product. To me, I find that businesses that are more designer- and contractor-focused to be much more interesting than those that are purely retail. If they\u2019re purely or mostly retail-focused, I find that to be less interesting because I think that\u2019s a much, much harder path forward. Those who are focused on a repeat B2B customer will continue to have significant opportunities long-term.<\/p>\n\n\n\n

LL: I\u2019ve been covering lighting for 30 years and have heard it said many times that consumers will replace a lighting fixture maybe every 10 to 20 years. So I can understand that you\u2019re not going to get a lot of repeat business from the same homeowner on average<\/strong>.<\/p>\n\n\n\n

GJ<\/strong>: So that\u2019s where we\u2019re focused regarding acquisitions, with those [showrooms] that have a substantial B2B presence and not just dependent on a B2C consumer.<\/p>\n\n\n\n

LL: Is online part of your equation at all, or does it not matter as much?<\/strong><\/p>\n\n\n\n

GJ<\/strong>: We\u2019re focusing heavily on it in 2026. We just didn\u2019t have the infrastructure or the talent internally to help before. But late in 2025, I hired a director of sales who comes from 15 years of e-commerce in our industry specifically. One of his goals, and part of his job duties, is to help us build out our e-commerce presence. We have no interest in being in this national e-commerce juggernaut. There are plenty of those guys out there. But where we can be a greater buy local, service-oriented e-commerce play in the cities we\u2019re already in, to me, that\u2019s an interesting niche we can carve out for ourselves.<\/p>\n\n\n\n

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LL: In OneSource\u2019s case, it sounded like Lauri Patterson is staying on with the showroom. Is that correct?<\/strong><\/p>\n\n\n\n

GJ<\/strong>: Absolutely. I wouldn\u2019t have considered it if she wasn\u2019t. She\u2019s a tremendous person with a wealth of knowledge and amazing relationships. She\u2019s really just focusing now on her customers and the relationships she has and shed the back-end office stuff that she didn\u2019t enjoy doing. And of course, we\u2019ve got great systems and processes and people in place for that already so she can do the stuff she loves to do like lighting design. It\u2019s really a win-win.<\/p>\n\n\n\n

LL: That\u2019s a lot of showrooms to oversee. How are you able to juggle it all? \u00a0<\/strong><\/p>\n\n\n\n

GJ<\/strong>: It sounds cliche, but it\u2019s all about hiring great people. I mean, some have come along with these acquisitions and I\u2019ve been able to reposition people\u2019s roles and responsibilities. In other cases, I\u2019ve recruited people from the industry who can help. For example, this new director of sales \u2013 Peter Malcolm \u2013 was working in e-commerce for Coleto Brands and before that, he was with Lumens.com. He\u2019s leading our outside sales team and our e-commerce strategy. Another person I hired was a long-time industry veteran who had been living on the East Coast and wanted to move to Seattle. After almost two years of going back and forth to find the right fit for her, she is now our regional showroom manager and all of our Washington showrooms report to her. So her job is just to make sure they\u2019re staffed, well-merchandised and have that wow experience that we\u2019re going for. I\u2019ve been lucky to hire incredible people, and that allows me to focus on the strategic aspects of the business while the great people can just focus on the tactical side.<\/p>\n\n\n\n

LL: Speaking of staff, how do you keep employees happy and motivated?<\/strong><\/p>\n\n\n\n

GJ<\/strong>: I think for us, we have a very clear vision, purpose statement and values. We know what we believe in and I think, generally speaking \u2013 and it doesn\u2019t matter what industry \u2013 everyone wants to be part of something bigger and better than themselves. I think everyone\u2019s buying into the vision that we\u2019re going to continue to grow as professionals and as people. I think people want to be part of the journey we\u2019re on, and not the stagnant old way that lighting used to be. We\u2019re kind of changing the way business is done. Those who\u2019ve chosen to stay are excited to be doing something new and different and not necessarily the way lighting\u2019s been done for the last 20, 30 years of their career.<\/p>\n\n\n\n

LL: The industry has changed as well, with the advent of LED and smart lighting. We\u2019re not just doing incandescent bulbs anymore.<\/strong><\/p>\n\n\n\n

GJ<\/strong>: You\u2019re right. You know, I agreed this year to join an ALA committee and I think one of the mistakes I made early on was not getting involved at a more national or industry level because we do<\/em> need to change as an industry and I think it\u2019s on all of us \u2013 especially as CEOs, owners and presidents of these lighting companies \u2013 to get involved and be part of the solution. That\u2019s why I decided to jump into the deep end and be part of the voices of change. The rising tide impacts all of us and so, to me, that\u2019s the other piece that I\u2019ve changed my philosophy and mindset on. I want to get more involved and not be one of the ones sitting back and complaining about how things are changing. That\u2019s an area that I\u2019m focusing on for 2026: to join an ALA committee and attend as many shows as I can because I\u2019m the new guy in this industry. I\u2019ve been in this business five years \u2013 January 31st was my five-year anniversary \u2013 and I still have so much to learn and this industry is moving so fast. If I don\u2019t choose to participate, it\u2019s going to pass me by. Other than that, I\u2019m having a blast learning every day and being surrounded by great people and just figuring out how can we incrementally get better 1% every day. That\u2019s what drives me.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

The CEO and president of Crescent Lighting believes lighting showrooms are worth the investment. He tells Lighting News Now why. When you look at Crescent Lighting CEO Grant Jones\u2019 career path on paper \u2013 financial advisor at Ameriprise Financial, head of hardscape company Willamette Graystone, director of an investment bank, chief financial officer of a…<\/p>\n","protected":false},"author":2,"featured_media":2779,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"iawp_total_views":303,"footnotes":""},"categories":[11,391],"tags":[424,856,425,855,851,857],"class_list":["post-2778","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-featured","tag-aztec-lighting","tag-chuckanut","tag-crescent-lighting","tag-grant-jones","tag-one-source-lighting","tag-willamette-graystone"],"yoast_head":"\nOne on One With Grant Jones: Doing Business Differently - Lighting News Now<\/title>\n<meta name=\"description\" content=\"Grant Jones, CEO of Crescent Lighting, talks to Lighting New Now about his business philosophy and acquisition strategy\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lightingnewsnow.com\/?p=2778\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"One on One With Grant Jones: Doing Business Differently - 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