CREDITS
EDITOR: Andrea Németh
anemeth@naylor.com
CONTRIBUTORS: Marissa Bankert
Ed Young
PROOFREADER: Marsha Jo Scott
DESIGN:
V2 Marketing & Management
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ABOUT THIS MAGAZINE
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Countertops & Architectural Surfaces (ISSN 2372-983X) is published quarterly by the International Surface Fabricators Association (ISFA), with a fifth edition, a Buyers Guide, publishing in October.
Individual copies of Countertops & Architectural Surfaces magazine are available at the nonmember newsstand price of $14.95. Countertops & Architectural Surfaces magazine is also available by annual subscription (five issues) for $30.00. ISFA members receive a complimentary annual subscription with every membership renewal. Special rates and charges apply for orders outside of the United States. To subscribe, call (888) 599-ISFA.
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Countertops & Architectural Surfaces magazine is proudly printed in the United States of America. Copyright © International Surface Fabricators Association 2025. All rights reserved. No part of this publication may be reprinted or otherwise reproduced without the publisher’s written consent.
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THE OFFICIAL PUBLICATION OF THE INTERNATIONAL SURFACE FABRICATORS ASSOCIATION
23 Fabricator Profile: Block Tops, 2024 Fabricator of the Year
30 Trends to Watch in Surfaces, Wall Treatments and Flooring
32 Unlocking New Potential: The Benefits of Incorporating Solid Surface into Your Stone Shop
34 Designing an Innovative Growth Strategy
39 Stand Out Surface Trends
44 Mapping the Customer Journey: Your Road to Success
DEPARTMENTS
46 Perspectives: Marissa Bankert
47 ISFA News
49 ISFA Associate Partner Directory
52 Product News
Discover the Future of Quartz Design with HanStone’s Newest Arrivals
As the world of interior design continues to evolve, HanStone Quartz (HanStone) remains at the forefront, setting new trends and redefining timeless elegance. Building on the success of its past collections, HanStone proudly introduces three stunning new designs — Markina, Cremosa and Whistler Gold — each thoughtfully crafted to reflect today’s most sought-after aesthetics.
Discover the Future of Quartz Design with HanStone’s Newest Arrivals
As the world of interior design continues to evolve, HanStone Quartz (HanStone) remains at the forefront, setting new trends and redefining timeless elegance. Building on the success of its past collections, HanStone proudly introduces three stunning new designs—Markina, Cremosa, and Whistler Gold—each thoughtfully crafted to reflect today’s most sought-after aesthetics.
Embracing the Latest Kitchen Design Trends
Inspired by earthy tones and Mid-Century Modern aesthetics, today’s homeowners and designers are moving beyond clean, all-white kitchens embracing colors with warm and richer tones that showcase personality and style. Kitchens and baths are increasingly featuring green, blue, brown, white, and gray hues, creating a more inviting and dynamic atmosphere along with black tones, adding a sleek, modern edge to these warm and organic spaces.
Recognizing these evolving design trends, HanStone has introduced three new designs that seamlessly integrate with today’s most soughtafter styles, offering both beauty and versatility for modern living spaces.
Introducing HanStone’s Three Stunning New Colors
Markina: Elegance in Every Detail
For those seeking a bold and refined aesthetic, Markina commands attention as an instant statement piece. Featuring a soft black base enriched with warm white veining, this design exudes drama and sophistication. The interplay of dark and light elements makes Markina an excellent choice for modern spaces, particularly when complemented by gold or black kitchen accessories—another rising trend in today’s market. Whether used as a focal point or an accent, Markina elevates any setting with its striking presence.
Cremosa: The Epitome of Organic Elegance
Warm, inviting, and effortlessly beautiful, Cremosa captures the essence of natural serenity. A sun-kissed sandy base interlaced with taupe and creamy white accents, this design brings a sense of balance and tranquility to any space. Perfect for pairing with deep, earthy cabinet tones, Cremosa enhances the warmth of a room while maintaining a light and airy aesthetic.
Whistler Gold: A Timeless Classic with a Luxurious Twist
A fresh take on one of HanStone’s beloved designs, Whistler Gold boasts a pure white base adorned with wispy golden veining. This subtle yet striking detail adds an element of luxury, making it an ideal choice for those who appreciate timeless beauty with a contemporary flair. Its understated elegance pairs effortlessly with rich wood cabinetry, creating a stunning contrast that is both sophisticated and inviting.
The Rise of Leathered Finishes
Another notable trend gaining traction is the growing preference for leathered finish countertops, which offer a soft sheen, smooth texture, and enhanced depth while minimizing glare. This contemporary, tactile appeal aligns with the demand for sophisticated, natural aesthetics. In response to this market shift, HanStone has expanded its collection to include its newest designs, Markina and Cremosa, bringing both elegance and versatility to modern spaces.
Elevate Your Space with HanStone Quartz
With these three stunning new designs, HanStone continues to lead the quartz industry by offering products that not only reflect the latest design trends but also provide durability, functionality, and timeless appeal. Whether you’re drawn to the bold sophistication of Markina, the organic warmth of Cremosa, or the classic elegance of Whistler Gold, HanStone has the perfect surface to bring your vision to life.
Discover the art of modern quartz design and elevate your space with HanStone’s unmatched craftsmanship, durability, and timeless elegance.
Transformation and Innovation in the Surfacing Industry
By Ted Sherritt, ISFA President
As the trade show season in Las Vegas draws to an end, our industry continues to transform away from stereotypical small, dusty, non-OSHA compliant fabrication shops into a robust industrialized driver of the North American manufacturing economy.
Countertop manufacturing, fabrication and installation continue to employ tens of thousands of people in the home building and commercial construction segments of the economy. Most of these fabrication and manufacturing jobs are safe and well-paid jobs that support families across the country. However, some of these jobs continue to be high risk due to the illegal and unsafe practices of unscrupulous shop owners who have no regard for the safety of their own employees. These practices need to stop. Nobody should have to work in an unsafe work environment, but it is still happening far too often. The future must include innovation and regulation that can help protect these workers.
The innovation that was on display at TISE and KBIS this year was nothing less than spectacular and covered all the different aspects of our industry. There was the CRM, ERP, scheduling software introduced by Quote Countertops, Moraware and others, as well as innovations of the
Countertop manufacturing, fabrication and installation continue to employ tens of thousands of people in the home building and commercial construction segments of the economy.
digital templating devices from Laser Products and 5th Gear. We saw digital scanning options from Helios and D2, new water jet CNC cutting solutions such as the Baca M Series and the Park Javelin, along with the new Paladin CNC edge polishers from BBM. There were new tools that help reduce airborne respiratory crystalline silica particles (RCS) which cause silicosis, including air scrubbers and respirators from BBI and Gran Quartz. Many new and innovative surfaces that contain less RCS and still have the properties that we know are inherent to the value of the quartz products were introduced by Cosentino, Daltile and others. On the design side, we saw translucent properties of quartz from Cambra’s new introductions. These are just a few of the exciting innovations that were on display this year. The new designs and product innovations continue to evolve new and exciting opportunities for our industry and will help drive growth in the countertop segment of the economy.
All of these products from the ISFA sponsor companies (yes, a shameless plug for our supporters) and many other innovative new products continue to help the fabrication industry evolve and thrive in a time of great uncertainty for our industry. Operating a fab shop in today’s environment requires a great deal of planning and understanding of the risk associated with cutting and polishing stone countertops in order to operate a shop that is safe for all of our employees.
And what can be more important than that?
ZOLLER Commemorates 80 Years of Innovation with an Exclusive Series of North American Open Houses & Technology Day events
ZOLLER, a global leader in precision measurement technology and tool management solutions, is proud to announce a series of exclusive Open Houses and Technology Days across North America as part of its 80th-anniversary celebration. With the theme “Elevate. Efficiency.”, these events will showcase the company’s cuttingedge innovations driving the future of smart and efficient manufacturing for shops of all sizes.
The series includes the following key events:
• ZOLLER Mexico Grand Opening & Technology Day | Queretaro, Mexico | March 27, 2025
• ZOLLER Pacific Grand Reopening & Technology Days | Torrance, CA | April 1-3, 2025
• ZOLLER Inc. Open House & Technology Days | Ann Arbor, MI | May 6-8, 2025
• ZOLLER Canada Open House & Technology Day | Mississauga, ON | May 9, 2025
These events will bring together industry professionals, technology leaders and manufacturing experts to explore the latest ZOLLER technology advancements designed to enhance efficiency, precision and productivity on the shop floor.
Founded in 1945 as a small workshop in Ludwigsburg, Germany, ZOLLER has grown into a global pioneer known for developing innovative solutions in tool presetting, inspection, measuring, balancing, shrinking, digital tool management, tooling and automation. The company’s 80th anniversary marks a milestone in reflecting on its legacy and showcasing its continued commitment to technological innovation.
“This anniversary is more than a celebration of our past,” said Alexander Zoller, president of ZOLLER Inc. “It’s an opportunity to demonstrate how our technologies are shaping the future of smart manufacturing.”
Attendees at the Open Houses will experience a mix of hands-on demonstrations, educational sessions and networking opportunities designed to provide actionable insights into elevating efficiency on the shop floor.
Key features of the events include:
• Live Demonstrations: Explore ZOLLER’s latest solutions in tool presetting, measuring, inspecting, balancing, shrinking and automation, all integrated to minimize errors, reduce setup times, increase quality and maximize overall production efficiency.
• Expert-Led Sessions: Learn from industry experts and guest speakers about emerging trends in smart manufacturing, including practical strategies for enhancing connectivity among CAM systems, machine tools and automation solutions.
• Customer Success Stories: Hear directly from manufacturers who have transformed their production processes using ZOLLER’s technologies, driving improvements in quality, efficiency and profitability.
• Networking & Celebration: Connect with industry peers, ZOLLER experts and technology leaders amid legendary German hospitality and entertainment.
As ZOLLER celebrates 80 years of excellence, the company remains committed to driving technological advancements that empower manufacturers to stay competitive in an ever-evolving landscape. The Open House series highlights this vision, providing a platform to explore innovations that meet the challenges faced by all manufacturers — namely, the skilled labor shortage, controlling tooling costs, and maximizing efficient and quality-driven production processes.
For more information about the ZOLLER 80th Anniversary Open House series of events and how to register, visit www.myzoller.com.
Wilsonart Opens Denver Distribution and Design Center
Wilsonart, a world-leading engineered surfaces company, announces the opening of its state-of-the-art Denver Distribution and Design Center. This new 75,000-square-
foot facility opened on January 6, 2025, and is strategically located to serve the growing market in the region, reaffirming Wilsonart’s commitment to delivering exceptional products
and services to its customers. The facility marks the 24th company-owned distribution center for Wilsonart and will offer a large selection of Wilsonart Engineered Surfaces in inventory and provide unmatched service to the market. Wilsonart Denver is located at 525 E. 58th Ave., Suite 300, Denver, CO 80216.
“The Denver Distribution and Design Center reflects our brand promise of delivering surfaces you love, service you can count on, backed by people who care,” said Tymon Moore, vice president of sales at Wilsonart. “By investing in this facility, we are better equipped to meet the demands of the dynamic Denver market and improve service to our valued customers in the region.”
Thoughtfully designed to enhance both operational efficiency and customer experience, the facility features a robust inventory that includes over 365 Wilsonart Laminate Wallboard designs, 75 Wilsonart Solid Surface designs and 70 Wilsonart Quartz designs. The warehouse features a five-ton quartz crane, an adhesive safety storage unit, and a High Pressure Laminate (HPL) panel line, which supports Wilsonart’s Coordinated Surfaces program offering bestmatched surfacing options in HPL, Thermally Fused Laminate (TFL) panels and Edgeband. To ensure convenience, the facility offers a Will Call service, allowing customers to pick up products directly at the counter or have them delivered within
Daltile Announces “Partner of The Year”
Daltile is pleased to announce that Builders Interiors is the “2024 Daltile Elite Statements Partner of The Year!” Builders Interiors is owned by Ty and Teresa Mortenson, and located in Woodinville, Washington.
“The Daltile Elite Statements Dealer Program is an exclusive Daltile program geared to the top dealers throughout the United States,” said Patrick Warren, vice president of residential sales, dealer, and showrooms for Dal-Tile LLC. “In the Statements program, Daltile has leveraged the strengths of our sales, marketing, merchandising and digital departments to deliver exceptional business solutions to our members, helping them grow their businesses and be more profitable than their nearest competitors.”
“Builders Interiors was chosen as our 2024 Daltile Elite Statements Partner of the Year, because they are a very
the Denver area.
Coming this spring, Wilsonart will be opening its 9,000-square-foot Design Center. This will offer customers an unparalleled experience, allowing them to view materials in panel, sheet and slab form as well as in real-life applications, making the design selection process easier than ever. These expansive presentations of engineered surfaces will inspire creativity and streamline decision-making, allowing designers, architects and homeowners to better visualize and bring their dream spaces to life. By creating an environment that fosters innovation and collaboration, Wilsonart is redefining how customers interact with and select from its extensive product portfolio.
“We extend our sincere gratitude to Darant Distributing Corporation for their many years of partnership and service representing Wilsonart products. Their dedication has been instrumental in our shared success,” noted Moore.
In addition to on-site orders at Wilsonart Denver, the 828 Fabricator Portal is accessible 24/7 at business.wilsonart.com. where customers can check available inventory, place orders and make online payments.
The Denver Distribution and Design Center represents Wilsonart’s ongoing commitment to innovation, sustainability and superior customer service. For more information about Wilsonart Denver, visit www.wilsonart.com/denver.
successful enterprise and an amazing partner to Daltile,” said Warren. “Builders Interiors is renowned for delivering superior customer service. Much like Daltile, they strive to provide the best customer experience possible. Their philosophy is simple: The answer is always, ‘Yes, we can!’”
“Ty and Teresa Mortenson lead their family-owned business with passion and expertise,” explained Warren. “Ty began his flooring career as a carpet installer, leveraging his technical knowledge and hands-on experience to deliver exceptional results. Teresa brings her creativity as a designer,
From left to right: Patrick Warren (Daltile), Ty Mortenson (Builders Interiors), Teresa Mortenson (Builders Interiors), Scott Maslowski (Daltile)
IN THE INDUSTRY
her expertise as a real estate agent, and her organizational skills to oversee operations. Their dedication to excellence extends to their children, McKenna and Avery, who proudly contribute to the family business.”
“The Daltile Statements showroom and program have been transformative for their business, elevating it to the next level in every way,” added Warren. “The captivating showroom draws customers in, creating an inspiring and engaging experience. Additionally, the showroom has significantly increased leads, driving business growth and enhancing customer awareness. Builders Interiors has enthusiastically embraced all aspects of the Daltile Statements program: lead
fulfillment, sales promotions, co-op advertising, an automated social media posting platform, and the new Statements 2.0 exclusive merchandised showroom. Builders Interiors has been a Daltile Elite Statements Dealer since March of 2024, and participation in the program has helped almost double their sales in a single year! Their enhanced sales are tangible examples of how participation in Daltile’s Statements program can help take a dealer’s success to the next level.”
To learn more about the Statements Elite Daltile Dealer Program, visit www.daltile.com/trade-professionals/dealer/statementdealer-program. To learn more about Builders Interiors, visit www. buildersinteriors.com
CALENDAR OF EVENTS
ISFA Fabricator Forum
April 17-18
Montreal, Canada www.isfanow.org
2025
Coverings 2025
April 29-May 1
Orlando www.coverings.com
HD Expo+Conference
May 6-8
Las Vegas www.hdexpo.hospitalitydesign.com
Solid Surface Fabrication Training
May 14-15, 2025
San Antonio, Texas www.isfanow.org
AIA Conference on Architecture
June 4-6
Boston
https://conferenceonarchitecture.com
NeoCon 2025
June 9-11
Chicago https://neocon.com
Submit your event for consideration in Calendar of Events by emailing CEO Marissa Bankert, marissa@isfanow.org.
2024 ISFA Annual Conference
The ISFA Annual Conference 2024 was an event to remember, uniting surface fabrication professionals from across the country in a dynamic setting that celebrated learning, collaboration and innovation. Held in Miami under the theme “Crafting Success: Innovate, Fabricate, Dominate,” the conference offered attendees a comprehensive experience to elevate their skills and connect with industry leaders.
The 2024 conference featured a versatile education program organized into three specialized tracks — Innovate, Fabricate, and Dominate — allowing attendees to tailor their experience to best meet their unique needs and professional goals.
Each track offered sessions designed to address different facets of surface fabrication:
• Innovate sessions focused on forward-thinking strategies, such as “A Fabricator’s Inspiration,” which showcased creative approaches to growth and modernization.
• Fabricate sessions homed in on practical skills, like “Shop to Office Transition,” offering guidance on optimizing communication and workflow between production and office teams.
• Dominate sessions addressed leadership and operational excellence, highlighted by “Policies, Practices & Protection: Does Your Handbook Have What It Takes?” This session walked attendees through the key elements of a comprehensive employee handbook, ensuring their policies support a solid, compliant foundation.
Key Networking Events and valuable Sessions and Speakers offered professional development and fostered meaningful connections throughout the ISFA Annual Conference.
Reception at the Cosentino City Showroom
Sessions and Speakers
Lunch & Learn Industry Exploration Boat Tour
ISFA Awards 2024
Each year, the International Surface Fabricators Association celebrates excellence in the industry by recognizing worthy projects and members.
Commercial Excellence in Projects Under $100K
2024 Winner: Custom Desk Facades
Fabricator: Gecko Solid Surface Solutions, Texas
Created using Corian solid surface and thermoforming of the desk facades, this project required compound radii on all corners and a 180 degree wrap around one of the custom desks, a challenge and learning opportunity for the Gecko SSS team. Custom colors were created to match the quartz countertops.
Board Vice President Travis McDermott with ISFA CEO Marissa Bankert, accepting on behalf of Gecko Solid Surface Solutions.
Commercial Excellence in Projects Over $100K
2024 Winner: Tysons Trillium
Fabricator: Ellis Page Company
This project was comprised of multiple areas in a senior living facility and required design refinement, fabrication, installation and multi-trade coordination. A variety of materials, including several brands of quartz, were used, totaling over 110 slabs on amenity areas alone. The fabricator Ellis Page faced a challenge lifting 70 large column parts 10 feet into the air and then securing them to the wall. Keeping the safety of the team top at the fore, the installers used a variety of lift equipment to safely maneuver the parts and ensure all crew on-site were safe during the process and installation.
Residential Excellence in Projects Under $20K
2024 Winner: Geometric Fireplace Fabricator: Alpha Granite
Precision templating with consideration to existing conditions and careful fabrication were all a part of the unique work that required creation, transportation and installation. The customer’s design called for very sharp corners and unusual miter angles. Using Caesarstone porcelain aluminous 12 mm, the Alpha Granite group was able to create the desired aesthetic by developing a completely new process and testing to ensure satisfaction for all involved.
L to R: Marissa Bankert, Kara Andes, John Cash, Travis McDermott
L to R: Marissa Bankert, Denis Phocas, Sonia Phocas, Meagan Hegland
Residential Excellence in Projects Over $20K
2024 Winner: Not Your Average Countertops
Fabricator: Surface Providers
Glowing with light and illuminating the full height backsplash, mitered edges and waterfall legs, this award winner used templating software for precise measurements and then matched with digital layout tools. Complex quartzite panels were custom fabricated and wired to switches that create the lighting effect seen in the end result. Access points were created to facilitate future maintenance on the lighting, and safety was a top priority for the project at every step.
Sustainable Project of the Year
2024
Winner: Green Rose Dispensary
Fabricator: The Countertop Factory Midwest
Working directly with the client on their vision of both sustainability and dynamic design, The Countertop Factory Midwest crafted multiple kiosk tables and a centerpiece transaction counter. Gilasi recycled glass custom-sized slabs were produced to minimize waste and reduce material costs. The project contains intricate miter work and waterfall edges showcasing the unique, sophisticated look desired by the client. Sustainability was a cornerstone of consideration throughout the entirety of the project.
L to R: Marissa Bankert, Phil Reilly, Dave Miller
L to R: Troy Ellsoos, Jessica McNaughton, Geoffrey Gran, Marissa Bankert
ISFA Fabricator of the Year
2024 Honoree: Nate Kolenski, Block Tops
In the industry for over 30 years, Nate Kolenski and his team at Block Tops have built the business to now employ fabricators in two shops in California. Nate has been dedicated to improving technology and safety while also being profitable and efficient. While the work of his shops is exemplary, his selection as Fabricator of the Year is also based upon his work as an advocate for the industry. He has invested time and resources to be the voice of the surfaces fabrication industry in California, sharing why he loves the industry and working tirelessly with regulators and lawmakers to ensure that the industry is safe and thriving. His organization serves as a shining example for fellow ISFA members.
ISFA Hall of Fame
2024 Inductee: Dr. Michael A. Banks
Dr. Michael A. Banks has had a distinguished, decadeslong career in the decorative surfaces industry, contributing both broadly and deeply to its underpinning. In his 31 years with the DuPont Corian business as a Senior Scientist and Global Codes and Regulatory Compliance Leader, he developed and disseminated a science-based understanding of solid surface products, collaborated on critical and foundational global standards, and operated within the highest ethical standards, serving as an exemplar for the broader industry. These deep wells of knowledge did not remain siloed within DuPont but rather were entered into the industry through Mike’s work on codes and standards, as well as patents in the public domain. He served as an ISFA Solid Surface Manufacturer Committee member and contributed most notably to the creation of ISFA 2-01 (2013) Classification and Standards for Solid Surfacing Material. He was a CMA (formerly ICPA) Solid Surface Standard Committee member and the DuPont representative within the Cast Polymer Association. To this day, Dr. Banks continues his support as an industry consultant though Surfacing Insights LLC.
L to R: Marissa Bankert, Nate Kolenski, Ted Sherrit
L to R: Marissa Bankert, Dr. Michael Banks, Ted Sherrit
Block Tops, 2024 ISFA Fabricator of the Year
By Stephen Murdoch
Since 1977, Block Tops has specialized in the custom design, fabrication and installation of high-quality butcher blocks and solid surface products. The company’s founder, Damien Bates, quickly became known for his oak butcher blocks tops used for hospitality, commercial and residential applications.
The California-based company has come a long way since those humble beginnings. Today, they boast one of the best selections of stone and quartz, solid surfaces and sinks on the West Coast. With two locations, in Anaheim and Sacramento, the 90-person team continues to forge the latest trends in the countertop industry. In 2024, they joined the FloForm/Accent family of Countertop Fabricators and have shared many best practices and process improvements since the merger.
Starting with the Right Product
Nate Kolenski, CEO of Block Tops, credits his company’s success to sourcing only the best materials. “We work in granite, quartz surfacing, other natural stones, green materials, sintered surfaces, tiles and the list goes on. A lot of effort goes into finding product that is going to meet the needs of our growing customer base. I’m a firm believer that we’re only as good as our last installation.”
The ongoing commitment to working with only the best product lines has caught the eye of several show producers. “We have been featured on multiple episodes of DIY TV shows, including House Crashers, Bath Crashers, Kitchen Crashers and the Ultimate Crash. Our product was also selected for the Jamie Oliver Food Revolution restaurant renovation in Los Angeles, which aired on ABC. It’s a testament to every member of the Block Tops team,” Nate said.
In terms of how much material makes its way through the doors of their locations, the number continues to steadily grow. “On average, we produce between 20,000 to 25,000 square feet of material in any given month. This number continues to trend
upward as we make every effort to market our offerings for use in different applications. We’re always amazed at how our customers find different ways to introduce product into their project.”
Working with multiple materials has proved to be a recipe for success for Nate and his team. “We’re able to meet most of the requests that come through the door. As a one-stop shop, there is pretty much something for everyone. And, if there’s a product line that we don’t carry, we make every effort to learn about the material and potentially add it to our product mix.”
Investing in the Innovative Technology
For companies like Block Tops that offer a number of SKUs, the greatest challenge is yield management. “It’s imperative that we get the most out of the product that we carry. Every effort is made to optimize material yield and reduce slab waste. Investing in software and machinery is critical to ensure all slabs are cut efficiently. Small improvements can go a long way to preventing unnecessary waste and improving margins,” Nate explained.
Omni Cubed installation
FABRICATOR PROFILE
The ongoing investment in the latest technology continues to pay great dividends. “We love our robotic equipment and edge profiling machines. The entire process of what it takes to go from a slab into a countertop is astonishing. There are great product lines like Baca Systems that develop innovative fabrication solutions for the countertop industry. Robotics continue to provide a practical solution to sometimes challenging manufacturing situations that we face.”
Park Industries is another trusted supplier to Block Tops. “There’s a plethora of advanced tools from Park Industries that are ideal for sintered stone. These machines provide consistent results with minimal material waste and improved production speed. Having the right equipment and unparalleled support allows us to focus on our day-today operations.”
Outside of processes to improve manufacturing, upgrades have been made to improve installer safety. “We introduced no-lift system carts to protect our team members and streamline installations. The time savings and reduction of the risk of injury is quite noticeable. Team members have more time to spend on other aspects of their job rather than helping to move around large countertops. And, most importantly, the equipment enables installers to safely handle heavy pieces.”
Understanding the Needs of the Customer
In today’s business environment, you must dig a lot deeper to understand the wants, needs and values of those who purchase your products. “Our team
The Block Tops teams
FABRICATOR
makes every effort to ask our customers what excites them and to identify the pain points that they might have with a project. This on-the-ground knowledge helps us to navigate the ever-shifting consumer landscape.”
Today, engineered stone remains a favorite for several applications, but many factors play a role in pivoting to another product. “Design trends are always changing and evolving. Something that is popular today, might not be so well-liked tomorrow. By keeping up with the latest design trends, we can create the best experience for our customers. As an industry, we must remain curious and creative. This will allow us to push the boundaries of what’s possible and ensure we remain relevant,” Nate went on to say.
With greater customer insight comes an opportunity to sell several services outside of countertop sales. “In addition to the required countertop licenses, we carry a general contractor’s license, plumbing license and metal products license. This allows us to offer a total solution to our customers. We have strategically expanded the business to offer a wide range of related products and services under one roof.”
Nate credits the Block Tops team for their ability to cross-sell to customers by encouraging them to rely on the company for various other needs. “We have been able to consistently produce add-on sales items that complement the customer’s project. Encouraging add-on purchases has helped foster customer loyalty, which has led to repeat business. Ultimately, you need to empower your sales team to feel knowledgeable about the services you provide and comfortable enough that they can present them to the customer.”
No Lift installation
The Block Tops teams
FABRICATOR PROFILE
It’s All About Relationships
This unwavering commitment to customer service has allowed the team to grow the number of designers they work alongside. “The bulk of our business is wholesale. By the time we get final confirmation, the sale is complete. Therefore, it’s of the utmost importance we work with the designers at the very start to maximize the potential of the project.”
Creating open lines of communication with designers has been pivotal to the company’s continued growth. “When it comes to working on a project, it’s important to clearly convey the vision and rationale behind design choices. Since we’re familiar with the product lines, it’s our job to communicate the benefits of using a specific surface and real-world feedback from others that may have installed the countertops. Open and honest conversations with designers can help curb potential issues early and avoid changes down the road,” Nate said.
A great price and quality product are important, but so too, is a team that is dedicated to ensuring the project is completed as specified. “We strive for 100% satisfaction on all projects, whether it’s residential, which makes up approximately 85% of our business, or the commercial projects, which account for around 15%. We are not perfect, but we always do our best. And, should a mistake happen, we always work to make it right.”
From sales staff to fabricators to installers, every member of the Blocks Tops team remains committed to fostering strong relationships with customers. “Our people have a deep
Nate in discussion with public health
All photos courtesy of Block Tops
Nate Kolenski leading a tour
The Block Tops teams install a large island with No Lift.
commitment to those who entrust us with their business. We have a long history of always doing the right thing, even when no one is looking. It is ingrained in our company culture.”
Giving Back to the Industry
Actively supporting the industry to promote personal growth and the betterment of the field is something Nate is a firm believer in. “Every chance I get to speak to fabricators, I urge them to join industry associations. These organizations spend countless hours and dollars advocating for businesses like ours with government regulatory and health agencies. Associations like ISFA act as a bridge between businesses within our industry, encouraging collaboration and mutual support.”
Since 2019, Nate has worked with leaders in government agencies such as CDPH, Cal/OSHA, California State Assembly, and the Office of the State Attorney General, promoting education and employee safety concerning silica exposure. He supports a fabricator licensing program that would limit material access to only licensed fabricators who have proven safety measures in place and follow state and federal regulations.
In 2024, Block Tops was recognized with the ISFA’s Fabricator of the Year award, an honor the team holds with great pride. “It was a very humbling experience to be recognized for our efforts. As a team, it’s very fulfilling to know others within the industry recognize the quality of our work and the character of those who
work within our walls. There is no greater honor than to be recognized by your peers. It’s not lost on us just how many other great organizations work within the surfacing materials space,” Nate explained.
A man of conviction, Nate believes in integrating faith into day-to-day business decision-making. “Faith can provide a framework for making decisions that align with your personal values. Our team believes that all business dealings should be dealt with in an honest and fair manner. By incorporating ethical practices rooted in faith, you will build long-term relationships with those you work alongside and your customers.”
Regardless of your job title or years of experience, mistakes are investible and something that should be embraced. “Mistakes in the workplace are going to happen; it’s inevitable. The best lesson I can impart to others in our industry is to learn from your mistakes and preferably those of others, whenever possible. Use an experience when something went wrong as an opportunity to improve your skills and performance in the future.”
Looking ahead, Block Tops plans to focus on responsible and manageable growth. “We will continue to analyze current market trends and potential challenges to plan and strategize our longterm success. Every effort will be made to position the company to take advantage of opportunities as they appear. Understanding our current and future status will be crucial to having a healthy and sustainable business.”
As part of becoming a future-ready company, there has and always will be a people-first mentality. “In the new world of work, the best companies are focusing on creating a winning culture. Our employees are the backbone of Block Tops and have played such an integral role in our success. Finding, hiring and retaining great talent will remain part of our competitive strategy.”
Learn more about Block Tops at www.blocktops.com. Like them on Facebook at www.facebook.com/BlockTopsIncAnaheim or follow them on X at @blocktopsinc.
Nate Kolenski with Duane Naquin
Trends to Watch in Surfaces, Wall Treatments and Flooring
By James Careless
Staying on top of trends is vital for those in the countertop and architectural surfaces industry. One person who is adept at doing so is Christopher Grubb, president at Arch-Interiors Design Group Inc. He recently gave a presentation on the topic at TISE (The International Surface Event) under the title, “The Finish Line: What are the Surfaces that Give a Feeling of Luxury that are in Demand and on the Horizon”.
In this exclusive interview with Countertops & Architectural Surfaces magazine, Christopher Grubb provided his insights on aesthetic trends to watch in 2025, and why, as he puts it, “luxury doesn’t have a price. It’s about an experience that may be a splurge and perhaps it’s unnecessary, but it gives pleasure nevertheless.”
A Move to Warmth
According to Grubb, the days of bright white surfaces have passed. Taking their place are beige stone colors such as Taj Mahal, which he describes as “kind of a satin bronze.”
“Taj Mahal provides a spa feeling; It’s comfortable, more warm than white,” Grubb said. “Satin bronze has passed satin brass in the higher end market and bronzes are coming on strong. So, it’s a sign that people are just shifting to a little bit more warmth in feeling than white and chrome. I think there’s just a desire for something warmer.”
At the same time, Grubb is seeing hints that strong colors make their return in countertops, wall treatments and flooring. “I call a lot of things that become more trendy ‘hinting’,” he explained. “For example, at TISE, there was a white porcelain that had a deep purple in it, but it was still more white than deep purple. There was a marble that was similar to that. And then there was another one with rich gold and a hint of green. It was a surprise to see more color, because color is a big commitment for a lot of people. That’s why I call it hinting: It’s hinting that manufacturers are testing to see if there is a response to the color because it hasn’t been around for a long time.”
Grubb also sees a trend toward using nonsilica quartz for countertops and other surfaces, due to the worker safety issues associated with cutting silica-based quartz. “I think it’s a pragmatic trend due to the health hazards that have been
Christopher Grubb
associated with cutting silica-based quartz,” he explained. “Nonsilica quartz allows designers to sustain the quartz look but do so in a safe way.”
Returning to satin bronze, Grubb is seeing this color make its way into metal surfaces and plumbing fixtures, which is why he is including it in his California Faucets Christopher Grubb Collection. This being said, “Matte black is still very popular in certain markets,” he noted. “Polished nickel is the strongest, and satin brass is going to be coming in strong.”
Shapes, Sizes, and Patterns
Judging from what he saw at TISE, plus feedback from clients and others in the industry, Grubb is seeing changes in the texture and dimensions of tiles and floor, with a move away from clean, smooth lines and bright surfaces. Such changes don’t surprise him: “It’s like fashion. I don’t know if you’ve noticed in fashion that all the pants for men now have an abundance of fabric at the ankle and not the tapered-in look. In flooring, we’re seeing a move toward mosaics that is very exciting. It’s not expensive. It gives a visual texture as well as a tactile one. And I love it as a design element, and people are embracing it rapidly.”
At the same time, Grubb is seeing a trend toward select grade wood for hardwood floors, in order to provide a consistent color and texture across the entire surface. Also, he sees a move to lighter tones and finishes, plus changes in board dimensions. “There was a company at TISE that had 11 ¼ inch wide planks, which was a surprise.”
big investment. So, a designer needs to be conscious of that fact before committing to it.”
As for vinyl flooring? “The vinyl wood look is still the strongest,” replied Grubb. ”I also saw a manufacturer at TISE that was truly addressing sound, by incorporating a sound layer into their actual product.”
Meanwhile, the rugs he saw at TISE were much more customized in terms of pattern, color and carving (variable heights). “There was more carving in certain carpets and dimensions,” Grubb said. “This is another form of texture that’s trending.”
Texture is also big in cabinet doors and wall treatments through the use of ribbed woods and tambour. “At TISE, I saw texture in several companies that had surfaces on display,” said Grubb. “There was a kitchen set up on display and one of the sections used tambour on the cabinet doors and wall surfaces, which made the unit disappear in the walls. There are architectural panels available that have a sense of dimension, like the ribbed wood that we’ve been using on feature walls. We’ve also used it underneath peninsula counters to give that sense of dimension.”
Thoughts for Designers
Herringbone patterns are also making a strong comeback, he said. “Several people have told me that they’re getting lots of requests for herringbone. But this is an industry where doing herringbone is a
Taken as a whole, Grubb’s comments point to a changing design aesthetic that is moving away from the bright, clean, smooth, and even sometimes stark whiteness that has dominated design for the last several years. Whether it’s the move toward satin bronze and hints of strong colors in countertops, the trend toward texture and warmth in architectural surfaces, or a customer desire for environments that feel a bit more homey and less magazine design, the qualities that Grubb has highlighted are worth careful consideration by designers in this space.
This being said, Grubb tends to let his clients lead when it comes to design choices, informing their decisions, but not forcing them. “I like to weave it in as suggestions for clients,” he said. “After all, they don’t always want to do the trend. They’ll ask me about a trend in color or pattern and I’ll say, ‘Well that’s what’s happening. Do you want it?’ And a lot of times they’ll say no.”
At the same time, the trends he outlined are ones that he sees being generally appealing to clients today. “The one I will be watching to see if it continues is porcelain with hints of strong color because it’s more daring,” said Grubb. C
Unlocking New Potential: The Benefits of Incorporating Solid Surface into Your Stone Shop
By Aaron Davis, TrinseoTM
In the ever-evolving world of construction and design, diversification is key to staying competitive and meeting clients’ diverse needs. One effective strategy for stone fabrication shops is incorporating solid surface materials into their offerings. Expanding your product range to include solid surfaces can enhance your business’s versatility, reach a larger customer base, and ultimately improve your bottom line.
Why Solid Surface is a Suitable Addition
Transitioning into solid surface materials is a natural and straightforward step for many stone fabrication shops. If you’re already fabricating with stone, the foundational skills and techniques are already in place. Additionally, minimal tooling is needed to start working with solid surfaces, ensuring a smooth and cost-effective transition. Most stone shops are already set up for the throughput required when adding new materials. This means quickly pivoting to include solid surfaces without overhauling your operations. You create a unique advantage by embracing stone and solid surface
fabrication. General contractors and clients often prefer to work with one subcontractor who can handle various countertop materials, simplifying communication and logistics. Moreover, diversifying your offerings to include solid surfaces helps broaden your employees’ skill sets. With hands-on training readily available, your team can quickly adapt and learn the nuances of working with these lightweight materials. This not only enhances their expertise but also boosts overall shop productivity.
Expanding Offerings for Customers
One of the most significant benefits of adding solid surface materials is the ability to fine-tune solutions for your customers. Solid surfaces have different features, benefits, thicknesses and calipers, making catering to specific project requirements easier. This customization potential allows you to tap into multiple new applications and markets, ultimately increasing your business’s reach.
Photo courtesy of Trinseo
Contrasting Fabrication and Labor Differences
Understanding the key differences between stone and solid surface materials is crucial for a successful transition. Stone is typically heavy and requires wet cutting and sanding. Its unique colors, patterns, and imperfections give each piece a distinctive charm; however, you must also manage visible seams and cater primarily to square or rectangular shapes with standard widths and lengths. In contrast, solid surface materials are lightweight, allowing for easier handling. They require dry cutting and sanding, which simplifies the fabrication process. Solid surfaces offer color consistency as they are human-made, leading to inconspicuous seams that enhance the visual appeal of finished products. Their flexibility allows for easy thermoforming and customization in sheet dimensions, which enables you to tackle a wider variety of designs and layouts.
Getting Started with Solid Surface
Organizations such as the International Solid Surface Fabricators Association (ISFA), companies such as Trinseo, and brands such as AVONITE™ can provide invaluable support if
you consider expanding into solid surfaces. Whether you have questions about the market, need assistance understanding the products, or require guidance on the necessary tooling, rest assured that resources are available to help you along your journey.
In conclusion, incorporating solid surface materials into your stone fabrication shop opens new opportunities. By enhancing versatility, broadening employee skills, and catering to diverse customer needs, you position your business for sustained growth in an increasingly competitive market. Embrace the benefits of solid surface materials and watch your stone shop thrive.
For more information, please contact us at dlaristechsurfaces@trinseo.com.
C C C C A A A A B B B B 2 2 2 D
Aaron Davis is a Technical Resource Specialist at Trinseo™ and has delivered hundreds of Certified Fabrication Training Courses as an International Solid Surfaces Instructor. His ability to quickly break down complex concepts and teach them in a practical, straightforward, hands-on approach has earned him a reputation as a top educator in the field, influencing and impacting professionals worldwide.
By Mark Allen Roberts
I enjoyed attending the Las Vegas TISE show and meeting many industry vendors and fabricators. I spoke on some panels, shared advice to grow sales, and had great conversations with business owners. One opportunity I discovered is that while many fabricators and industry suppliers have financial plans for 2025, they lack strategic growth plans. One business owner shared that their business was down in 2024 to $7.8 million, but they plan to hit $8.2 million in 2025. However, they did not have a strategy to achieve their targeted growth. As one fabricator said, “I am too busy working in my business to work on my business.”
Companies must continuously evolve and innovate to drive growth in today’s hyper-competitive business environment. Designing a growth strategy requires more than internal brainstorming; revenue targets on a spreadsheet or traditional marketing are also needed. The strategy must be rooted in a deep understanding of market dynamics, customer needs and the unique strengths that set your business apart. One of the most powerful ways to achieve this is by combining Voice of Customer (VoC) research, market trends, and your Unique Value Proposition (UVP) to create a strategy that resonates with your target audience and differentiates your brand.
This article is for the fabricators and suppliers who know where they want to be and want to learn how to develop an innovative growth strategy by integrating these three critical elements.
Start with Voice of Customer Research
The Voice of Customer (VoC) is essential to any successful growth strategy. I wrote a book titled Voice of Customer because it consistently and significantly impacts revenue and profits for my clients. It provides direct, actionable insights into what your customers want, need and
expect from your product or service. You can design solutions that meet and exceed customer expectations by deeply understanding the customer experience, pain points and desires.
Why VoC Research is Crucial
Insight into customer behavior: Understanding how customers use your product or service allows you to tailor offerings to fit their needs more precisely.
Discover unmet needs: VoC research can reveal gaps in the market or opportunities for improvement that may not be apparent from internal analysis alone.
Enhance customer satisfaction: Addressing the pain points your customers raise helps improve satisfaction, loyalty and revenue. Understand your customer satisfaction and if your customers refer others to your business.
How to Conduct VoC Research
Interviews: One-on-one interviews can provide nuanced feedback that reveals more profound insights into customer motivations and expectations. It’s best to use a third-party research team with experience and systems support for this research.
If your team decides to complete your own voice of customer research, I highly recommend someone not in sales or marketing conduct the interviews to remove bias. Develop your questions strategically, and start your interview with broad questions, before going into specific ones to get more detailed answers.
Analyze Market Trends to Anticipate Future Opportunities
While VoC research tells you what your customers need now, analyzing market trends helps you anticipate future shifts and opportunities. Staying on top of emerging trends allows you to position your business for growth by meeting evolving demands or adopting innovative technologies ahead of your competition.
Why Market Trend Analysis is Important
Trends in technology, consumer behavior and industry
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shifts can lead to new markets or product innovations and identify new growth opportunities.
Understanding trends can mitigate risk by helping you to avoid investing in areas that may be declining or facing disruption.
Trend analysis ensures that you adapt to changing customer expectations, stay relevant and meet the l atest needs as customer preferences evolve.
How
to Analyze Market Trends
Monitor Industry Reports: Regularly review industryspecific reports from trusted sources to stay current on the latest developments and trends.
Competitive Analysis: Analyze your competitors to see how they adapt to market shifts and identify threats and opportunities.
Social Media Awareness: Platforms such as X, Instagram and LinkedIn can offer real-time insights into customer
sentiment and emerging trends.
Technology Watch: Stay up to date on new technologies, such as AI, which could disrupt or enhance your industry.
Leverage Your Unique Value Proposition
Your Unique Value Proposition (UVP) is the core benefit or differentiation that makes your business stand out from the competition. Think of it as your brand promise, the reason customers choose your business over others. A well-defined UVP is critical for driving growth, as it anchors your brand in the minds of your target audience and gives you a competitive edge. You want to understand why customers choose your organization: you may find that the answers are unexpected!
Why Your UVP Matters
Differentiation: A strong UVP distinguishes you in a crowded market, making it easier for customers to understand
why they should choose your product or service.
Customer loyalty: A clear and compelling UVP builds emotional connections and customer trust, driving loyalty and repeat business.
Brand positioning: A well-articulated UVP strengthens your brand’s position and aligns it with your target market’s needs and desires.
How to Define or Refine Your UVP
Identify Core Strengths: Assess what your business does better than competitors. This could be related to price, quality, service, innovation or a specific feature.
Listen to Customers: Use VoC research to determine what customers value most about your product or service. Often, customers can articulate your UVP better than you can.
Evaluate Competitors: Analyze competitors’ UVPs to identify gaps or opportunities where your business can stand out.
Test and Refine: Test different versions of your UVP in marketing campaigns or customer messaging and refine them based on feedback and performance.
Integrating VoC, Market Trends and UVP into a Growth Strategy
Once you’ve gathered insights from VoC research, analyzed market trends and refined your UVP, the next step is to integrate these elements into a cohesive growth strategy. Aim to create a simple, one-page plan, then use it and refer back to it. Plans with 20 or more pages often collect dust on bookshelves and are only revisited when it’s time to plan again next year. Start with a huge goal and work backward to build your plan. Here’s how:
Step 1: Define
Strategic Goals
Determine what Jim Collins refers to as your Big Hairy Audacious Goal (BHAG). You should want to achieve this but may not have a plan to get there (yet). It should be three to five years into the future. For example, one of my clients had $12 million in revenues last year, and his five-year BHAG is $150 million. Thinking with the desired end in mind starts the process.
Step 2: Identify Growth Opportunities
Leverage market trends to identify where the growth opportunities lie. Where is your team winning today? Should
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you expand into new markets, launch a new product line, or adopt new technology to improve efficiency? To achieve your BHAG, will you need to acquire other competitors? Will you need to offer countertops, floors and cabinets?
Step 3: Align the UVP with Customer Needs
Ensure that your UVP is aligned with the most critical customer needs identified in your VoC research. If customers prioritize sustainability, for example, focus on how your products are eco-friendly and showcase this as part of your UVP. If your customers share that they value project management and installation on the date promised 100% of the time, develop key thrusts to ensure you achieve this.
Step 4: Build an Execution Plan
Create a detailed execution plan that outlines the steps, resources and timelines necessary to achieve your growth goals. Make sure each initiative ties back to the insights gained from your research and analysis. If your BHAG is $150 million in five years, what is your objective in three years, two years, next year and this year? With those goals in mind, what key activities must be executed this year? Determine what key initiatives need to be accomplished in the next quarter.
Step
5: Measure and Adjust
As you execute your growth strategy, continuously measure progress against your goals. Use customer feedback, sales data, and market analysis to track performance and adjust the plan.
Step 6: Structure and Accountability
You know where you want to be in three to five years and the key initiatives that you must execute to achieve that goal. Now, you must work on functional accountability. Who owns each initiative? Often, teams fail to execute because they fail to identify who owns each strategic initiative. Assign no more than two initiatives to a single team member to own and execute.
Step
7: Training and Coaching
Assess your team’s skills and strengths and close any skills gaps that you discover. Salespeople, for example, may have strong product and installation knowledge but lack sales skills such as following a formal sales process, consultative selling, negotiations and closing. If true, determine what training and coaching is needed to ensure you achieve your goals.
Conclusion
Designing an innovative growth strategy for your business
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requires deep customer insight, market foresight, and a compelling value proposition. By harnessing the power of voice-of-customer research, staying ahead of market trends, and clearly defining your UVP, you can create a strategy that drives sustainable growth and positions your company for long-term success.
The businesses that win in today’s market listen carefully to their customers, anticipate change, and leverage their strengths to offer something unique. Following this approach can set the stage for your business to grow and thrive in an ever-changing landscape. High-growth companies in this market have strong project management systems and trained sales teams with close rates of over 60%. In markets that may be down 15% to 17%, clients with strategic growth plans in this industry are up over 20%.
Write your business plan or update your existing plan
leveraging actionable insights and your unique value proposition, and your team will significantly outgrow your competitors.
References
Collins, Jim and Jerry Porras. Built to Last: Successful Habits of Visionary Companies. William Collins, Sons, 1994.
Mark Allen Roberts is the author of Driving Explosive Growth, Branding Backwards, Voice of Customer and his recently published book WWJD@W Let Jesus Be Your Business Coach. He has led and trained sales teams for over 37 years and is certified in strategic planning sales effectiveness training and consulting. He has received recognition for Sales Enablement and was honored with the Excellence Achievement award by the National Association of Sales and Marketing. His blog www.nosmokeandmirrors.com is ranked #1 in the world for fixing sales problems. Contact Mark at markroberts@nosmokeandmirrors.com
Stand Out Surface Trends
By Emily Holle, Director of Trend & Design, MSI
Hearth & Hue – The Golden Hour
Blond is stepping into the spotlight, bringing design into a world of soft, sun-kissed warmth with its natural, inviting glow. Imagine light wood finishes throughout your living spaces, creamy textiles draping over furniture, and rustic accents like woven baskets and handcrafted ceramics that highlight the quiet elegance of these golden tones. Rich, cozy hues such as cinnamon, muted mauve, deep garnet, taupe, and plum create layers of depth and sophistication, offering a perfect complement to the blond base. Incorporating elements like golden veining, earthy limestones, and simple yet timeless woods turn up the warmth in your home’s design, while terra cotta and brick-inspired textures ground the space in earthy authenticity. With blond as the foundation, your space will evoke a calm yet luxurious vibe where nature meets modern elegance.
Key Countertop Trend: warm veined slabs. Top Trend for 2025! Make sure you have a warm marble look in all price groups to give consumers choice within this important trend.
Products shown: Calacatta Miraggio Cove Quartz Floor: Wellington Mosaic
Minted Marvel — A Calypso on the Color Wheel
Green is taking center stage in interior design, and it’s far more than just a trendy paint color — it’s a lifestyle. From soft, frosty mint to serene cool blues, these shades invite a sense of calm and renewal, like a breath of fresh air filling the room. Crisp white serves as a grounding force, balancing the palette with its clean, pure essence, while zesty citron infuses playful pops of energy that awaken the senses. Anchoring this tranquil scene are light wood tones and luxurious white marble, swirled with blue and green veins that add texture and depth to every surface. Muted brass and blond accents offer a touch of refined elegance, while fluted walls and dynamic subway tile patterns bring an organic, almost sculptural feel to the space. This is nature’s beauty seamlessly woven into sophisticated design — a fresh, minty marvel that invites you to relax and unwind in style.
Key Countertop Trend: hints of color. Navy, Sage Green, are the most sought after looks for 2025!
Vignette Minted Marvel Countertops Shown: Calacatta Viraldi Quartz, Calacatta
Miraggio Cielo Quartz, Azurmatt Quartz, Florida Wave Quartzite
Classic Noir — A Timeless Twist
Black and white are timeless, but they’ve taken on a fresh, elevated form that redefines the iconic duo. This enduring color pairing is experiencing a modern reinvention, offering a stunning balance of bold contrasts and understated elegance that feels at home in any setting. The new twist? Luxurious blacks with rich textures, velvety finishes and intricate patterns play harmoniously with natural tones like soft greige and ashy beige, infusing spaces with a quiet warmth. The once-stark contrast now feels refined, as subtle gradations of color create a serene, sophisticated atmosphere. It’s a perfect blend of drama and comfort. Timeless, yes. But now, it’s fabulously reimagined.
Key Countertop Trend: pure white backgrounds with marbleized, thick or thin veins dominate design.
Product Shown: Calacatta Laza Night Quart
Vivid Revival — Unleash the Bold!
Step aside, understated elegance — it’s time to let boldness reign! The Vivid Revival is taking interior design by storm, turning traditional neutrals into yesterday’s news. Electric hues and daring patterns are stepping into the spotlight, replacing muted tones with vibrant, energetic color palettes that demand attention. Maximalism is the name of the game, where intricate moldings, bold patterns and statement wall treatments come together to create a high-octane atmosphere. Think color-drenched walls that pop with personality, checkerboard floors that inject playfulness and fearless contrasts that spark joy and intrigue. This trend is all about an unapologetic flair, where no corner is too loud, and every room is a canvas for creative expression. It’s the bold, vibrant, and exhilarating design revival we’ve all been waiting for — are you ready to make a statement?
Key Countertop Trend: Go bold, make a statement with your top, whether it is an exotic natural stone or a one-of-a-kind quartz top. Personality is key!
Vivid Revival Collage Countertops Shown: Calacatta
Anava Q+ and Calacatta Miraggio Cielo
Elevated SCALE — Bigger, Bolder, Beautiful
The XL Trend is making a bold statement, transforming spaces with oversized elements that amplify openness and invite warmth. Largescale surfaces extend beyond floors, now seamlessly flowing across walls and exteriors, while earthy tones like rich chocolate browns, blond hues and deep greens create a grounded, organic atmosphere. Accents of charcoal, midnight and evergreen add drama and depth, perfectly balanced with luxurious stones to bring a sophisticated, serene elegance to any room. This mega movement is all about thinking big — ready to embrace it?
Key Countertop Trend: Run your slab up the backsplash to create a large vertical and horizontal surface of stone. Exquisite and practical!
Product Shown: Calacatta Izaro Quartz
Mapping the Customer Journey: Your Road to Success
By Darlene Campagna, Direct Opinions
In today’s competitive market, customer experience is key to standing out from the competition. For a stone fabrication business, understanding how customers interact with your brand is crucial to optimizing their experience and ensuring long-term loyalty. One of the most effective ways to achieve this is through customer journey mapping.
What is a Customer Journey Map?
A customer journey map is a visual representation of the steps a customer takes when interacting with your business. It outlines their experience from the moment they first learn about your company through post-purchase interactions. This tool provides insights into customer needs, pain points and expectations, helping businesses identify opportunities for improvement.
A well-structured customer journey map typically includes:
• Customer Personas — Different types of customers with unique motivations and concerns.
• Touchpoints — Every interaction a customer has with your business, such as website visits, phone calls, in-person visits or social media engagements.
• Customer Emotions and Pain Points — How customers feel at each stage and where they may face frustration
• Opportunities for Improvement — Areas where the
experience can be enhanced to boost satisfaction and conversions.
Why is Customer Journey Mapping Important for a Stone Fabrication Business?
1. Enhances Customer Experience
A stone fabrication business deals with customers who are often making significant investments in countertops, flooring or custom stonework. The decision-making process can be complex, requiring education, guidance and reassurance. By mapping the customer journey, you can identify points of confusion or frustration and implement solutions to streamline the buying process.
2. Identifies Pain Points and Bottlenecks
From initial consultation to installation, there may be delays or inefficiencies that impact customer satisfaction. For example, if customers struggle to understand material options or pricing structures, they may abandon their inquiry. A journey map highlights these pain points, allowing you to implement improvements such as clearer communication, better product displays or an improved website interface.
3. Strengthens Marketing and Sales Strategies
By understanding how customers move through the buying
journey, you can create targeted marketing strategies that address their needs at different stages. If customers often hesitate at the selection stage, providing more detailed product guides, customer testimonials or virtual design tools can help. If they drop off before finalizing a purchase, follow-up emails or special promotions may encourage them to move forward.
4. Improves Customer Retention and Loyalty
A positive experience encourages repeat business and referrals. By ensuring that every stage of the customer journey — from inquiry to post-installation follow-up — is smooth and satisfying, you build a loyal customer base. Satisfied customers are more likely to recommend your services to friends and family, expanding your reach organically.
5. Streamlines Internal Operations
Customer journey mapping isn’t just about the customer — it also benefits your team. By understanding the typical journey, you can align internal processes to be more efficient. For example, if customers frequently call with the same questions, creating a detailed FAQ or training staff to proactively address concerns can save time and improve service quality.
For a stone fabrication business, customer journey mapping is a powerful tool that helps refine the customer experience, improve marketing efforts and increase customer
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satisfaction. By identifying pain points, streamlining operations, and enhancing engagement at every stage, businesses can create a seamless and enjoyable experience that leads to long-term success. Investing in a detailed customer journey map ensures that customers feel valued and supported, ultimately setting your business apart from the competition.
Consider these Customer Acceleration® tips that will help you make more money from your customers and make them happier in the process!
Before joining Direct Opinions, Darlene spent 11 years working for a national IT consulting company and took its Cleveland operation from approximately $2 million in annual sales to over $27 million in just six years. And so, her love and passion for growing a business began. Darlene has been a member of Entrepreneur’s Organization (EO) since 2007 and has served on the Cleveland Chapter Board for over seven years in various positions. She has also been a Mentor for the EO Accelerator (EOA) program for over five years and is currently EOA President. She participates as a committee member on the Women’s Entrepreneurship Advisory Council for John Carroll University and is on the Thomas More University’s Sales Executive Roundtable. Darlene was thrilled to receive the honor of being recognized for Crain’s Cleveland Business Notable Women in Entrepreneurship 2019 award. Twenty-one women were honored for their incredible leadership, drive and talent. If you’d like some help, please reach out to Darlene Campagna at dcampagna@directopinions.com or call 216-867-1165. C C C C A A A A B B B B 2 2 2 D V V V V
Driving Innovation in Safety and Value: ISFA’s New Member Resources
By Marissa Bankert, ISFA Chief Executive Officer
The International Surface Fabricators Association (ISFA) has long been a champion for advancing the interests of surface fabricators, offering invaluable resources, networking opportunities and industry advocacy. As the industry evolves, so does ISFA’s value proposition. One of its most impactful advancements is its collaboration with Ving, a cutting-edge platform for safety training and compliance management. This partnership represents a transformative leap in how ISFA supports fabricators — enhancing workplace safety, streamlining compliance, and reinforcing the industry’s commitment to excellence.
Our dynamic industry is presented with unique challenges each day, from working with heavy machinery to handling hazardous materials such as silica. Ensuring worker safety while maintaining operational efficiency is paramount.
Traditional safety training methods often fall short, relying on outdated materials and lacking real-time engagement. ISFA recognized the urgent need for a more effective, technologydriven approach — one that could offer both accessibility and accountability.
Enter Ving, an intuitive digital platform that revolutionizes safety training. By integrating its technology into our training and education programming, ISFA is empowering fabricators with modern tools to enhance workplace safety and compliance without disrupting productivity. ISFA understood the need to provide training that doesn’t just check a box but instead focuses on training from which today’s learners can garner the information needed to be safe and successful in their roles.
Key benefits include:
• Customizable Safety Training: Our partnership allows fabricators to create, deliver, and track customized safety training programs that align with OSHA standards and industry best practices.
• Real-Time Compliance Monitoring: The platform provides
real-time insights into employee training progress, helping businesses stay ahead of regulatory requirements.
• Engagement and Accountability: Unlike traditional training methods, our training leverages video, quizzes and interactive content to enhance worker engagement and retention.
• Mobile Accessibility: Fabricators can access training modules from any device, ensuring that safety education is always within reach.
By adopting this technology, ISFA members gain a competitive edge, fostering a safer and more compliant workforce while reducing the risks associated with workplace injuries and noncompliance penalties.
By integrating digital safety tools into its offerings, ISFA not only strengthens its value proposition but also reinforces its leadership in fostering industry-wide best practices. For fabricators, this means more than just compliance — it means cultivating a culture of safety, efficiency and continuous improvement. The ISFA-Ving partnership ensures that members have access to the latest advancements in safety training, helping them navigate the evolving regulatory landscape while prioritizing employee well-being.
By integrating digital safety tools into its offerings, ISFA not only strengthens its value proposition but also reinforces its leadership in fostering industry-wide best practices.
As ISFA continues to look for opportunities for innovation, collaborations such as this will play a crucial role in shaping the future of the surface fabrication industry. With this new, members-only value that is included in the cost of membership, ISFA reaffirms its mission to elevate the industry and equip its members with the tools they need to thrive in an ever-changing marketplace.
Welcome to our new ISFA Members and many thanks to our renewing members!
NEW FABRICATOR MEMBERS
Carolina Custom Kitchen and Bath Raleigh, NC
Crea Diffusion Solgne, France
Evolution Design Inc. Smithfield, UT
Leon’s Countertops Bloomington, MN
Purestone Fabrication Lodi, CA
Wave Granite & Marble Houston, TX
Wisenbaker Builder Services Houston, TX
RENEWING FABRICATOR MEMBERS
Members for 25+ years
Construction Resources Decatur, GA
J.C.W. Countertops Woburn, MA
L .E. Smith Company Bryan, OH
Sterling Surfaces MA Sterling, MA
The Countertop Shop Ltd Monclova, OH
Members for 20+ years
Custom Marble Inc. Millstadt, IL
Members for 10+ years
Beverin Solid Surface Lehigh Acres, FL
Cutting Edge Countertops Inc Perrysburg, OH
Shad’s Custom Countertops Inc. Windham, ME
Members for 5+ years
Bedrock Quartz — Utah West Jordan, UT
Carrara Marble Company of America Inc. Industry, CA
Carolina Custom Surfaces NC Greensboro, NC
Rynone Manufacturing Corp Sayre, PA
True Blue Surfaces San Antonio, TX
University of North Carolina Chapel Hill, NC
Members for 1 to 5 years
Bella Casa Countertops and Stone Littleton, CO
Distinctive Countertops & Cabinetry Kalispell, MT
Florida Custom Marble Jacksonville, FL
HardCo Inc. Classic Cabinetry Ardmore, AL
Henry H. Ross & Son Inc. Lititz, PA
ISEC Inc. Greenwood Village, CO
K ings Commercial Interiors Springfield, TN
Marble Today Inc Palatka, FL
Persaj Countertops Inc. North Vancouver, BC, Canada
Pohaku Fabrication Lihue, HI
Redding Countertops Inc Redding, CA
SolidSurface Designs Pennsauken, NJ
Solid Concepts, Inc. Navassa, NC
Surface Providers Alpharetta, GA
Vi Granite & Quartz Countertops LTD Nanaimo, BC, Canada
ISFA Contacts
ISFA P.O. Box 627 Ingomar, PA 15127 888-599-ISFA www.ISFAnow.org
Chief Executive Officer Marissa Bankert 717-253-5296 Marissa@ISFAnow.org
Membership Director
Heather Duve 888-599-ISFA Heather@ISFAnow.org
Project Coordinator Samantha Winslow 888-599-ISFA Samantha@ISFAnow.org
Operations Administrator Amy Kyriazis 412-487-3207 Amy@ISFAnow.org
Administrative Assistant Kanani Camacho 888-599-ISFA Kanani@ISFAnow.org
Thank you to our Quarter One 2025 Partners
ISFA extends its gratitude to our valued partners. Their dedication to the surfacing industry empowers ISFA to create meaningful opportunities for fabricator members — providing essential training, education, business development, networking and more. Together, we’re shaping a stronger, more innovative industry.
ISFA ASSOCIATE PARTNER MEMBERS
*New members are marked with an asterisk
ACS International Tucson, AZ
520-889-1933 www.acstone.com
ActionFlow
St. Louis, MO
704-877-7884 www.actionflow.net
Adria USA Inc. Knoxville, TN 865-307-8572 www.abrasiviadria.com
Aetna Building Solutions Maywood, IL 708-343-1515 www.aetnaplywood.com
Akrilika Poland 79119451961 www.akrilika.com
Al-Badaha Company for Modern Industries Saudi Arabia 966920002964 www.albadaha.com
American Epoxy Scientific Mountain Home, AR 870-701-5015 www.epoxysci.com
Anatolia Tile & Stone* Woodbridge, ON, Canada 905-771-3800 www.anatolia.com
Architectural Surfaces* Austin, TX 512-264-7444 https://arcsurfaces.com
BACA Systems
Orion Township, MI 248-791-3060 www.bacasystems.com
BB Industries Knoxville, TN 800-575-4401 www.bbindustriesllc.com
Better Vacuum Cups Pomona, CA
877-379-9909 greenbvc.com
Biesse America* Charlotte, NC 704-357-3131 www.biesse.com
Breton S.p.A.
Italy 39 0423 7691 www.breton.it
Bronwick Recruiting Austin, TX 512-981-5294 www.bronwick.com
Caesarstone US Charlotte, NC 877-978-2789 www.caesarstoneus.com
Cambria USA Le Sueur, MN 507-665-5003 www.cambriausa.com
CaraGreen Raleigh, NC 919-929-3009 www.caragreen.com
Chemcore Industries Austin, TX 866-243-6267 www.chemcor.com
Chemical Concepts Huntingdon Valley, PA 800-220-1966 www.chemical-concepts.com
Colonial Saw Kingston, MA 781-585-4364 www.csaw.com
Compac USA Miami, FL 305-406-3600 www.us.compac.es/quartz/
Cosentino USA Coral Gables, FL 786-812-0509 www.cosentino.com
Countertop Marketing Co. Southport, CT 203-993-6676 www.countertopmarketingco.com
Covia Corp Huntersville, NC 800-243-9004 www.coviacorp.com
Crane-Tech, Inc* Homer Glen, IL 630-427-0088 www.crane-techinc.com
Dal-Tile Corporation Dallas, TX 214-309-3162 www.daltile.com
Dixie Plywood & Lumber Savannah, GA 912-447-7000 www.dixieply.com
Doyle Farris Magnolia, TX 859-533-3079 www.doylefarris.com
DuPont Wilmington, DE 314-941-5179 www.corian.com
Durasein USA Rosedale, MD 877-771-7712 www.durasein.com
Durcon Taylor, TX 512-595-8000 www.durcon.com
Dwyer Marble & Stone Supply Farmington Hills, MI 248-476-4944 www.dwyermarble.com
Easededge Saint Marys, KS 785-202-3070 www.easededge.com
Emnas Technologies Barrie, ON, Canada 647-302-3630 www.emnastech.com
Evans Midwest Holland, MI 616-546-8225 www.evansmidwest.com
ISFA ASSOCIATE PARTNER MEMBERS
*New members are marked with an asterisk
Fabricator’s Business Coach Central, SC
864-328-6231 www.fabricatorscoach.com
Federal Brace Belmont, NC 877-353-8899 www.federalbrace.com
Fifth Gear Technology Elmhurst, IL 630-606-8055 www.speedlabel.net
FreePower Phoenix, AZ 914-227-3435 www.freepower.io
GEM Industries Sunrise, FL 954-749-1228 www.gem-industries.com
Gemstone Elkhart, IN 574-294-8899 www.gemstonesinks.com
Grand Onyx Perrysburg, OH 567-686-1040 www.grandonyx.pro
Granite Gold Poway, CA 858-499-8934 www.granitegold.com
GranQuartz Norcross, GA 800-458-6222 www.granquartz.com
Groves Inc Woodstock, IL 815-337-9780 www.groves.com
Hallmark Building Supplies Waukesha, WI 800-642-2246 www.hllmark.com
Hanover® Architectural Products* Hanover, PA 800-426-4242 www.hanoverpavers.com
Hartson-Kennedy Cabinet Top Co., Inc. Marion, IN 800-388-8144 www.hartson-kennedy.com
Hyundai L&C USA Atlanta, GA 888-426-9421 www.hyundailncusa.com
InnoChem Avondale, PA 800-316-3857 www.akemi.com
IPS Adhesives LLC Compton, CA 919-598-2400 www.integra-adhesives.com
Jaeckle Distributors Madison, WI 608-838-5400 www.jaeckledistributors.com
Karonia Surfaces United Kingdom 447814415724 www.karonia.com
Karran USA Vincennes, IN 410-975-0128 www.karran.com
Kohler Co. Kohler, WI 920-457-4441 www.kohler.com
Krion Porcelanosa Group Spain 34 964 50 64 64 www.porcelanosa-usa.com
Lapitec Italy 39 0423 703811 www.lapitec.com
Laser Products Industries Romeoville, IL 630-755-5402 www.laserproductsus.com
LOTTE Chemical La Palma, CA 714-443-0901 www.lottechem.com
LX Hausys America Atlanta, GA 678-535-4113 www.lxhausysusa.com
Marqet Group LLC Houston, TX 713-364-5342 https://marqetgroup.com
Milia Marketing Cleveland, OH 216-990-5250 www.miliamarketing.com
Moksh Tech India 301-252-2673 www.mokshcad.com
Moraware Reno, NV 866-312-9273 www.moraware.com
MSI Surfaces Orange, CA 714-685-7500 www.msisurfaces.com
Park Industries St. Cloud, MN 320-251-5077 www.parkindustries.com
Parson Adhesives Rochester Hills, MI 248-299-5585 www.chromalok.com
Poseidon Industries Punta Corda, FL 877-571-5599 www.poseidonmachinery.com
Princeton Chemical Company Rosedale, MD 877-778-6878 www.princetonchemical.com
Prodim Systems Ft. Pierce, FL 772-465-4000 www.prodim-systems.com
Rockheads Group Austin, TX 78701 815-210-1006 www.rockheadsusa.com
Schechner Lifson Corp. Summit, NJ 908-598-7813 www.slcinsure.com
Schultz Forming Products Carlsbad, CA 800-822-2875 www.schultzform.com
Shlok TeQ Granbury, TX 325-313-6090 www.shlokteq.com
ISFA ASSOCIATE PARTNER MEMBERS
*New members are marked with an asterisk
SolidSurface.com Tucson, AZ 520-247-3304 www.solidsurface.com
Stone Grid Altamonte Springs, FL 877-909-0569 www.stonegridusa.com
Synchronous Solutions Cleveland, OH 216-533-1387 www.synchronoussolutions.com
Trinseo Florence, KY 859-283-1501 www.aristechsurfaces.com
Triton Stone Group Indianapolis, IN 317-644-1200 www.tritonstone.com
Ukinox USA Kitchen Systems Inc* Fort Lauderdale, FL 954-812-2929 www.topzero.com
UMI* Norwood, MA 781-666-6690 www.umistone.com
US Surfaces Austin, TX 512-454-2229 www.ussurfaces.com
Vicostone USA Dallas, TX 972-243-2325 www.us.vicostone.com
Water Treatment Solutions Hampton, NH
603-758-1900 www.watertreatmentonline.com
Web-Don Charlotte, NC 800-532-0434 www.web-don.com
Willis Burlington ON, Canada 289-775-5814 www.4willis.com
Wilsonart Temple, TX 800-433-3222 www.wilsonart.com
ZOLLER
Ann Arbor, MI
734-332-4851 www.zoller-usa.com
BACA Systems Expands Industry-Leading Cutting Solutions with the New Robo Jet
BACA Systems, the leader in cutting-edge fabrication technology, proudly announces the launch of its latest innovation — the Robo Jet — designed to set a new industry standard for precision cutting and production efficiency. The Robo Jet delivers unmatched performance, reliability and versatility, making it the most productive jet-only machine available today.
Unrivaled Performance for All Materials Engineered for excellence, the Robo Jet is ideal for processing porcelain and sintered materials, as well as all other natural and engineered stone products. Its advanced design ensures exceptional miter quality, addressing the increasing demands of modern fabrication.
Cutting-Edge Features
Fast and Easy Programming: Powered by BACA’s Product Manager software, the Robo Jet simplifies programming, reducing setup times and enhancing operational efficiency.
• Touch Probe Technology: Integrated slab measuring and offsetting for warped material ensure precision and accuracy in every cut.
• Smart Cal Automated Jet Calibration: Streamlines calibration for optimal performance and consistency.
• Superior Path Control with Path Mode: Provides precise cutting paths, delivering superior results and reduced material waste.
• Sealed Motion System: Designed for maximum durability and minimal maintenance, the Robo Jet eliminates the need
for bellows and ensures long-lasting reliability.
Designed for Countertop Manufacturing The Robo Jet’s software and system are specifically engineered for manufacturing countertops, ensuring fabricators can achieve unparalleled precision and efficiency tailored to this specialized application.
An Excellent Addition for Bridge Saw Operations The Robo Jet is an excellent addition for companies that also operate manual bridge saws, enabling them to cut sinks, arcs, faucet holes and more, all while maximizing material yield. Furthermore, the Robo Jet provides this exceptional value at a much lower investment compared to a gantry sawjet combination machine.
Expandability and Productivity The Robo Jet can be upgraded to a dual-table configuration, effectively doubling production capacity to meet the demands of high-volume operations. With the fastest cutting speeds in the industry, fabricators can achieve higher throughput without sacrificing quality.
For more information about the Robo Jet or to schedule a demonstration, visit www.bacasystems.com.
SPEEDtemplate Launches Leica iCS50: A Game-Changing Device in Digital Templating
SPEEDtemplate is thrilled to announce the availability of the Leica iCS50, a high-precision, laser-guided templating device engineered to set new standards in digital measurement accuracy and efficiency. Featuring Leica’s cutting-edge laser technology and the advanced wireless Leica vPen, the Leica iCS50 offers exceptional precision for professionals in countertops, cabinetry, glass, marine and custom millwork.
Key Features of the Leica iCS50:
• Unmatched Laser Precision: Leica’s iCS50 delivers highresolution, laser-guided accuracy within ±1 mm up to 10 meters, capturing every measurement with confidence and precision.
• Advanced Wireless Leica vPen: The unique wireless measuring pen, Leica vPen, provides unmatched precision, allowing measurements on any surface, including glass, by simply touching the point to be measured. With the ability to capture edges without requiring target plates, the vPen significantly enhances flexibility and accuracy. Visual-based target tracking
ensures that the Leica iCS50 stays continuously connected to the vPen, allowing users to seamlessly measure even in areas without direct line of sight, such as behind columns or on the backside of cabinets.
• Automated Relocation Process: The iCS50’s visual-based target detection and automated relocation process make repositioning the device quick and effortless. With new Leica vTargets automatically detected, users can resume layout and measurement tasks immediately after a break. This streamlined relocation saves time, minimizes errors and allows seamless transitions.
• Portable and User-Friendly Design: Lightweight and compact, the Leica iCS50 is easy to carry and quick to set up, featuring an auto-leveling function that ensures consistent measurements.
• Quick Mount & Auto-Leveling: Designed for rapid deployment, the Leica iCS50 allows professionals to start measuring within moments of setup, saving time and boosting productivity.
For more information about SPEEDtemplate and the Leica iCS50,visit www.speedtemplate.com.
