In the industry since 1982, Rocco Morelli, President of Superior Ideas Ltd., was given ample opportunity to develop an ambitious interest in innovative design and quality woodworking. His earlier years of building beautiful dining room sets and bedroom suites, as well as his experience in custom millwork creating exquisite mouldings and interior details, helped him establish a solid reputation in the custom design business and a niche in the industry that eventually evolved into Superior Ideas Ltd.

"I've always had a passion for woodworking because of the creativity that is involved," admits Rocco, "and I continue to enjoy working with fine materials and machinery. At a young age I was already building Go Karts, or I was busy working on projects for my parents that required a degree of craftsmanship and woodworking skill."

Exhibiting the same dedication to his work that his father did before him, Rocco knew after he completed his apprenticeship and work as a plant manager that there was so much more he could accomplish, given the opportunity to prove what he could do. Using his experience as a springboard to move forward, Rocco knew there were better ways of creating products, more cost effective through innovative design and technology. "I believed in myself enough to follow that vision. Building a reception desk for a doctor's office became the turning point for me. On the day that I started building that desk, I began to build so much more. It was essentially the day I went into business for myself, and since then, I've never looked back."

Today, Superior Ideas Ltd. is capable of executing the entire process of building custom products from a concept design through to completion. With a history that's been carved in both the commercial and residential sectors, Superior Ideas Ltd. has become synonymous with: 21st Century Craftsmanship.