Twin Engines of Purpose

Elevator interior company owner discusses new perspective.

by Lindsay Fletcher

Jose A. Villarruel founded JV Design & Manufacturing in 2016 with a goal to “provide the best product accompanied by equal customer service.” The company began in Chicago and quickly saw growth into a larger Midwest market area. With a focus on complete elevators, elevator interiors and Underwriters Laboratories (UL)-rated hoistway doors and entrances, Villarruel and his team were focused on their elevator company when tragedy struck.

In 2021, Villarruel faced 11 blood clots in the brain caused by COVID-19 and had to be away from the company for nearly three months as he fought for his life. During that time, his team members stepped in to do what was needed and went above and beyond. He said the experience is something he’ll never forget:

“My team didn’t just hold the line — they rose to the occasion. They operated with unity, strength and commitment as if I had never left. Clients were taken care of, goals were met and the vision was protected. That period was a testament not only to the incredible people I work with but to the culture of leadership, ownership and trust we had built together.

“In that moment of crisis, I realized something profound: a true team doesn’t just follow orders — they carry the mission in their hearts. And that kind of dedication doesn’t happen by accident. It’s nurtured through consistent leadership, mutual respect and a shared sense of purpose.”

Making it through this experience and coming out the other side with a growing company and a renewed perspective on life, Villarruel says he still carries that lesson with him and that his family and his company remain the “twin engines of my purpose,” reminding him daily that success isn’t what you build, but it’s who you build it with.

As part of this reflection, Villarruel (JV) also talked with your author (LF) about the company he has built and its plans moving forward.

LF: Tell me a little bit more about JV Design & Manufacturing and what you offer.

JV: At the heart of our company is a team of 11 highly skilled professionals, dedicated to pushing the boundaries of design innovation and working to provide exceptional customer service at every stage. While our capabilities are broad, our current focus is on complete elevators, custom-designed interiors and UL-rated hoistway doors and entrances.We proudly partner with clients ranging from independent elevator companies to global OEMs — including Otis, TK Elevator, Schindler and KONE — offering engineering-driven, design-forward solutions tailored to meet each project’s unique vision, performance demands and aesthetic goals.

LF: Can you provide more information on your current cab products?

JV: Over the past four years, we have significantly enhanced our material and finish offerings to meet the evolving demands of the elevator industry. We remain firmly committed to sourcing domestic materials, reinforcing our dedication to supporting and investing in communities across the U.S. All of our elevator components are designed, fabricated and assembled within the U.S., exemplifying our unwavering standards for quality, reliability and American craftsmanship.

LF: Walk me through the design/manufacturing process.

JV: We design and manufacture all of our products in-house, ensuring complete control over quality, consistency and lead times — critical factors for our partners. Our fabrication capabilities include a wide range of high-performance materials such as T304 and T316 stainless steel, Muntz/bronze (with optional oxidized finishes), powder-coated steels, wood veneers, plastic laminates, rigidized and Rimex metals, Cambridge Architectural, Gage-Carve and various glass finishes.

Our streamlined process is built with efficiency in mind: Provide your project requirements, and we’ll supply the exact take-off sheets you need to move forward quickly. To further support your workflow, our team also performs on-site cab surveys to ensure precise planning, smooth integration and installation-ready results.

LF: What sets you apart in this space?

JV: We take great pride in our precision, craftsmanship and flexibility — and in our unwavering dedication to solving problems when our partners face unexpected challenges. Whether it’s a tight deadline, a design constraint or an installation hurdle, we work proactively to deliver effective solutions. Our team is always ready to go the extra mile to accommodate your requirements and support your success.

LF: Any plans for expansion/growth in the future?

JV: We are in the process of acquiring a new 20,000-ft2 facility — an important step in our long-term growth strategy. This investment will significantly expand our production capacity, increase operational efficiency and position us to serve a broader customer base as we enter new regional markets. With this expansion, we’re not only scaling our infrastructure, we’re strengthening our ability to meet rising demand, diversify our offerings and deliver sustained value to our partners and stakeholders.

LF: Anything else you’d like to add?

JV: At JV Design, our greatest strength lies in the success of those we support. We take pride in being a steady, trusted partner — working quietly behind the scenes to extend the capabilities of our clients and help them meet challenges with confidence. Our role isn’t to take center stage, but to reinforce the foundation others rely on to grow, deliver and lead. With every project, we bring a commitment to integrity, precision and long-term partnership because when our clients advance, we consider it our greatest achievement. This commitment to being a trusted, behind-the-scenes ally isn’t just what we do — it’s who we are.