Countertops & Architectural Surfaces - 2025 Q2

CREDITS

EDITOR: Andrea Németh

anemeth@naylor.com

CONTRIBUTORS:

Stephen Alberts

Marissa Bankert

Dr. Sharon Grossman

Stephen Murdoch

Ted Sherrit

Joseph L. Sine

PROOFREADER:

Marsha Jo Scott

DESIGN:

V2 Marketing Communications

ABOUT THIS MAGAZINE

PRINTING AND DISTRIBUTION:

LSC Communications

ACCOUNT MANAGER: Darryl Lazarenko

darryl.lazarenko@naylor.com

PROJECT MANAGER: Carlos Santana

csantana@naylor.com

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Countertops & Architectural Surfaces (ISSN 2372-9821) 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.

Countertops & Architectural Surfaces magazine and the International Surface Fabricators Association assume no responsibility for unsolicited manuscripts or photographs. Materials will be returned only if accompanied by a stamped, self-addressed envelope.

Opinions expressed by contributors in this magazine are not necessarily the opinions of Countertops & Architectural Surfaces magazine or the International Surface Fabricators Association, but rather those of the individual writers.

PHOTOGRAPHY

Photos in this publication may not depict proper safety procedures for creative purposes. ISFA and Countertops & Architectural Surfaces magazine support the use of proper safety procedures in all cases and urge readers to take steps to institute such procedures.

POSTMASTER:

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THE OFFICIAL PUBLICATION OF THE INTERNATIONAL SURFACE FABRICATORS ASSOCIATION

DESIGN WITHOUT LIMITS.

As a Master Distributor, Hanover® is thrilled to announce the arrival of Optimum Surfaces Porcelain Slabs, the largest porcelain slabs on the market. Measuring an impressive 72.5” x 130”, these extra-large slabs offer design without limits — creating limitless design possibilities for a wide range of surfaces, from kitchens and bathrooms to wall coverings, tables, and outdoor spaces.

Calacatta Supreme

Pietra Gray

Tips, Tricks and Industry Trends

By Ted Sherritt, ISFA President

Well, 2025 is off to a … start. The exact type of start will be vastly different for a lot of us fabricators and suppliers in this and many other industries.

Uncertainty trumps any tip, trick or trend that I can talk about at the current time. Pricing uncertainty, supply uncertainty, new product introduction, customer acceptance uncertainty, silica lawsuit verdicts and many other issues are all affecting our current decision-making process. Or should I say lack of decision making.

Not knowing the results of the tariff negotiations is creating a pause in a lot of decisions that all business owners routinely make. We are deferring major decisions to guard against the potential of mispricing a large job and deferring commitments to purchase new equipment as the costs of steel continue to rise or a new truck for the installers as automobile tariffs take effect on the price of new vehicles. All these decisions take on a different level of concern when we don’t have at least a little bit of certainty about what the future holds.

I know we bought a few vehicles at pre-tariff prices to allow us to beat the inevitable cost inflation in the automobile sector before the replacement date came up on our capital plan. The equipment suppliers will be facing similar issues with the rising cost of steel that goes into their machines that we proudly run. They sign contracts well in advance and have purchase contracts for steel that will be subject to the effects of the tariffs. There are examples in all areas of our business such as glue, blades, pads, tools, slabs, etc. There is no one

correct answer to deal with the uncertainty as the answer may be different for each question posed. But we must make the best decision we can with the best knowledge that we can obtain and move on. We can’t stop making decisions on every issue.

So, that deals with the cost uncertainty. Cost increases in our businesses are inevitable, and we will all have noticed them. It is our job as business owners to deal with the revenue side of the issue. We now need to be talking to our customers about price increases to offset these costs and protect our gross margins and profit levels. As a business owner, I know I cannot just absorb these costs and maintain the profit levels that we need to support our business and pay our employees, our suppliers and our stakeholders.

Everyone in the surfacing industry and every other industry receives price increase notifications.

So are your customers from other supply partners. Our prices need to reflect the increased cost of business that we are all enduring. Now is the time to have those discussions with your customers. Do not miss this opportunity to protect your profits. If you are reasonable and are a valued supplier, your valued customers will understand the need for the price increase. They are in the same boat dealing with the same uncertainty that you are.

I hope that Q3 and Q4 are a little less …. for you.

STAND OUT COUNTERTOPS.

One Quartz Surfaces® now features ViaTech™ Technology, enabling highly realistic full-body vein patterns and colors that more authentically replicate natural stone.

Photo features ONE Quartz Surfaces® Sedona on the wall, countertop and island with Emerson Wood Balsam Fir on the floor.

CALENDAR OF EVENTS

Fabrication Innovation Workshop: Hands-On Solutions for the Surfacing Industry

August 20, 2025

www.isfanow.org/fabrication-innovationworkshop

International Woodworking Fair

August 25–28, 2025

Atlanta, GA www.iwfatlanta.com

ISFA Professional Solid Surface Fabrication Training

Submit your event for consideration in Calendar of Events by emailing CEO Marissa Bankert, marissa@isfanow.org.

September 17–18, 2025 Kent, Washington www.isfanow.org/solid-surface-fabrication

Cersaie 2025 The International Exhibition of Ceramic Tile and Bathroom Furnishings

September 11–25, 2025 Bologna, Italy www.cersaie.it/en/index.php

Polycon

September 22–24, 2025 Milwaukee, WI

https://app.glueup.com/event/polyconmilwaukee-2025-128577/

Advanced Fabrication Techniques

October 2025

Location TBD

www.isfanow.org/advanced-fabricationtechniques

ISFA Annual Conference 2025

November 4–6, 2025

Phoenix, AZ www.isfanow.org

Marble & Stone World

November 24–27, 2025

Dubai, UAE

https://www.big5global.com/

Marmomac Brazil

February 24–26, 2026

Sao Paulo, Brazil www.marmomacbrazil.com.br/en/home

IN THE INDUSTRY

Natural Stone Institute and ISFA Release New Medical Surveillance Guidance and Expand Silica Safety Research

The Natural Stone Institute (NSI), in collaboration with the International Surface Fabricators Association (ISFA), has released a new medical surveillance guidance document designed to assist both employees and employers in understanding and implementing health monitoring processes related to silica exposure. This essential resource is available in both English and Spanish, ensuring accessibility for a diverse workforce and reinforcing NSI’s commitment to workplace safety.

Ongoing Research and Future Resources

Recognizing the need for continued research and industry support, the NSI Board of Directors has authorized an extended collaboration with Yale School of Medicine to further study silica safety best practices. As part of this effort, NSI is developing additional resources to enhance workplace safety, including:

• A comprehensive guidance document on air respirator selection and use to ensure proper protection in fabrication facilities. One of the two versions of this pending document will address California’s now permanent guidelines.

• Two additional studies evaluating the effectiveness of silica safety best practices through employee air sampling and medical surveillance data. These studies will provide critical insights to regulatory agencies and reinforce the importance of data-driven safety protocols.

ISFA has also agreed to collaborate in the development of these additional resources, further strengthening the partnership’s shared commitment to improving industry safety and education.

For more information on these silica safety resources, visit www.naturalstoneinstitute.org/silica

Water Treatment Solutions Welcomes Troy Roseboom, New VP of Sales

Water Treatment Solutions is excited to announce Troy Roseboom as our Vice President of Sales. Paula Perry, President of WTS, stated, “Troy and WTS have collaborated on system sales in both the stone and glass industries for over 20 years.

Having him join our team full-time is a tremendous advantage for WTS, our family of customers, and future members of our customer family.”

Zach Trefethen, Vice President of Operations, highlighted, “With Troy on board, it feels like family. His ideas and energy make 2 + 2 = 8—a significant benefit for WTS, our current customers, and future clients.”

Troy’s extensive knowledge of industry equipment, operating parameters, and the workflow of fabrication facilities in both the stone and glass industries provides current and future WTS customers with invaluable insights. This focus on collaboration ensures that everyone’s best interests are prioritized. It’s a win-win for our partner equipment manufacturers, sales partners, and representatives, as Troy brings together these elements for the benefit of our customers.

“I look forward to connecting with all of my customers and industry friends, updating you on what WTS has to offer and how we can best meet your needs. Here’s to a very productive and prosperous 2025—thank you all!”—Troy Roseboom

IN THE INDUSTRY

Park, Cosentino Join for Regional Events

Park Industries and Cosentino announce a new regional event series for fabricators, beginning March 27 in Dallas.

Designed to bring fabricators together for learning, networking and collaboration, these events will give participants exclusive access to both sides of the fabrication process – materials and machinery.

Attendees will be able to engage with fellow fabricators, industry professionals and vendors in a collaborative environment while touring fabrication shops to see best practices in action.

Additionally, Park Industries machine experts and Cosentino product specialists will share valuable insights on technology, materials and industry trends, while panel discussions will

provide key insights from industry leaders.

Hosted at Cosentino Centers, each event will provide direct exposure to one of the industry’s leading material suppliers, letting attendees experience firsthand how material selection, availability and distribution efficiencies impact their fabrication processes.

“These events reflect our commitment to advancing education and supporting the industry as a whole,” says Emily Awaijane, senior field marketing strategist at Park.

Offered at no cost, events are scheduled for: June 18 in Salt Lake City; August 13 in Toronto, and September 11 in Seattle.

For registration information, go to www.parkindustries.com/ event/cosentino-event/

ZOLLER Celebrates 80 Years of Elevating Efficiency at Ann Arbor Open House & Technology Days

ZOLLER proudly celebrated its 80th anniversary at its North American headquarters located in Ann Arbor, Michigan, with a three-day Open House & Technology Days event. The celebration brought together manufacturers, partners, industry leaders, as well as members of the media, to explore the future of smart manufacturing while honoring the company’s legacy of innovation, precision, and customer-driven solutions.

Following the unveiling of its newly expanded ZOLLER Pacific facility in April, the celebration moved east under the theme “ELEVATE. EFFICIENCY.” The event featured immersive technology demonstrations, expert-led presentations, and customer success stories that illustrated the benefits of ZOLLER Solutions, from CAM to part.

The first day was dedicated to the press and partners, offering a look at ZOLLER’s journey over the past eight decades and its evolving vision for smart manufacturing. Mr. Alexander Zoller, President of ZOLLER Inc., delivered an executive briefing, offering insights into industry trends. With ZOLLER at the forefront, the company continues to drive efficiency, precision, and automation for operations of all sizes, in every industry vertical.

Day two focused on maximizing efficiency from CAM to part, with presentations from Jonathan Meeker of Milacron

and Chiara Schildendorfer of Pankl Aerospace, who detailed how ZOLLER Solutions have maximized the efficiency of their toolroom and machining operations. ZOLLER experts provided interactive demonstrations of ZOLLER Solutions, from automation with the “coraMeasureLG” and “roboBox” to TMS Tool Management Solutions. Day two also featured the launch of the 2026 Toolroom of the Year competition, reinforcing ZOLLER’s commitment to elevating efficiency and recognizing customer success. Guests marked the special occasion with a dedicated anniversary cake cutting and celebratory toast, honoring the achievements and dedication of ZOLLER employees worldwide over the last 80 years and in the years to come, as they continue to drive forward into the future.

The final day showcased advancements in tool inspection technology, with Nathan Cranker, Owner and Operations Manager of Gorilla Mill, sharing how ZOLLER helped elevate both quality and efficiency in their tool manufacturing. One of the event’s key moments was the unveiling of the »titan«, ZOLLER’s newest innovation for fully automatic measuring and inspection of precision cutting tools and edge-prep.

With groundbreaking technologies like the “titan,” expanding facilities across North America, and a continued focus on smart, connected solutions, ZOLLER remains committed to empowering its customers to drive efficiency, reduce downtime, and elevate quality. As the company looks toward its ninth decade, ZOLLER will continue setting the standard for precision and innovation.

Coverings Names 2025 Rock Stars and Coverings Champions

Coverings (coverings.com), the leading international tile and stone exhibition and conference in North America, has announced 20 honorees across returning and new awards programs, including this year’s Rock Star Award recipients and the inaugural class of Coverings Champions, ahead of the show’s return to the Orange County Convention Center in Orlando, Florida, April 29–May 2, 2025.

The Coverings Rock Stars, an Emerging Leaders Program, is a time-honored show tradition dedicated to celebrating the best and brightest young talent in the tile and stone industry. The esteemed program, which celebrated 10 years at Coverings 2024 in Atlanta, Georgia, underscores Coverings’ core mission to support the growth and success of the industry by recognizing topnotch talent and fostering networking and educational opportunities.

A committee of longstanding tile and stone industry leaders thoughtfully evaluated nominations to select this year’s 16 inductees for Coverings Rock Star status. The 2025 Rock Stars represent numerous industry segments and include the following winners:

Builder/Remodeler

Contractors/Installers

Designers

Guy’s Tile and Flooring, LLC Akron, Ohio

Pelar

Interior Designer 37th Burleigh Interior Design Atlanta, Ga.

Ky.

Sal Azzolino Owner and Operator

Argo Tile and Stone San Francisco, Calif.

Alex Nez Tile Installer

Columbia River Tile & Stone Inc. Portland, Ore.

Daniel Adams Lead Installer

Jennifer Barker CEO and Installer

Bathmatic Custom Tile and Shower Gastonia, N.C.

Danielle Dean Senior Interior Designer Manning, APC

Fullilove

Distributor

Dan Rodgers Technical Sales Manager

Centura Tile – Hamilton Hamilton, Ontario

Jodi Fowler Branch Manager Best Tile Woodstock, Conn.

Marilyn Black Boutique Vendor and Merchandising Manager Louisville Tile Distributors Louisville,

IN THE INDUSTRY

Coverings Names 2025 Rock Stars and Coverings Champions (continued)

Manufacturer

Giovanni Gradellini

Midwest Area Manager

Caesar Ceramics USA Chicago, Ill.

Other – Marketing

Anthony Milia Owner

Milia Marketing Cleveland, Ohio

Retailer

Rachael Feibelman Director of Operations

Tile Envy (A Kitchen Envy Company) Jacksonville, Fla.

Stone Fabricators

Ben Mestek Managing Partner

Pacific Stone Creations Menifee, Calif.

Joseph Ontra Production Manager and Vice President

Ontra Stone Fairfileld, Conn.

Travis McDermott President

McDermott Top Shop, LLC Jefferson, Wis.

Trade Association

Roxanne Morris Marketing and PR Manager

Tile Council of North America Detroit, Mich.

ISFA VP

Coverings 2025 also marks the introduction of the Coverings Champions, a new yet highly revered show accolade recognizing distinguished industry leaders for their extraordinary contributions — and the many hours they have generously volunteered — to the expansion and continued achievement of the event.

The debut class of Coverings 2025 Champions played a pivotal role in shaping the event through their active involvement in educational sessions, expert panels, special projects, and outreach efforts, catalyzing industry innovation and significantly enhancing both the show experience and the positive trajectory of the tile and stone industry.

Four eminent visionaries have been named Coverings 2025 Champions by the show’s Board of Directors, in recognition of their consistent advocacy and considerable contributions to Coverings, including the following:

COVERINGS 2025 CHAMPIONS

Steven Clem FAIA, ASID, IIDA

Principal TVS Atlanta, Ga.

Tony Malisani President Malisani Inc. Great Falls, Mont.

Woody Sanders President

DW Sanders Tile & Stone Contracting Marietta, Ga.

Harold Yarborough Former Chairman D&B Tile Distributors Sunrise, Fla.

The Coverings 2025 Champions and this year’s Rock Stars were recognized at Coverings 2025 during the Rock Stars & Coverings Champions Awards Ceremony.

Rewiring Your Stress Response: A New Tool for High-Stakes Trades

By Dr. Sharon Grossman

In the countertop and architectural surfaces industry, the stakes are high. Deadlines loom, materials need to arrive on time, clients expect perfection, and minor mistakes can have costly consequences. It’s no surprise that stress is a frequent visitor on job sites, in design studios, and in fabrication shops. But what if our default strategies for handling that stress aren’t actually helping us perform better?

Most people, when stressed, reach for relaxation tools: deep breathing, mindfulness apps, maybe even a walk around the block. While these techniques have their place, they’re not always the most effective solution in fast-paced, high-pressure environments like ours. In fact, if you’re on the job and trying to install a custom waterfall edge with the client hovering nearby, “just breathe” might not cut it.

Here’s the real problem: relaxation helps you feel better temporarily, but it doesn’t necessarily help you function better in the moment. That’s where a lesser-known concept comes into play: cognitive regulation.

The Mental Muscle You Didn’t Know You Had

Cognitive regulation is your brain’s ability to stay goal-oriented even when you’re under pressure. It’s what allows you to keep your cool when the countertop template doesn’t align with the wall like it should, or when the delivery truck is running two hours late.

It’s the behind-the-scenes executive functioning that supports your ability to stay focused, problem-solve on the fly, manage emotional reactions, and make good decisions—even when your cortisol is spiking.

Instead of focusing solely on stress relief, professionals in high-stakes trades can benefit from learning how to strengthen this mental muscle. Think of it as the difference between trying to “calm down” versus training to stay sharp and focused regardless of the situation.

Tools for Strengthening Cognitive Regulation

So, how do you improve this underappreciated mental skill? It starts with strategies that help you remember your goals and maintain clarity in stressful moments. Here are three practical tools you can use immediately:

1.

Visual Anchors

Keep something in your workspace or on your person that reminds you of your main objective. This could be as simple as a checklist on a clipboard, a goal written on the whiteboard in the break room, or a laminated card in your toolbox with your personal mission statement. These reminders act as mental reset buttons.

2.

Micro Check-ins

Set a timer on your phone or smartwatch to prompt regular self-assessments throughout the day. When the alarm goes off, ask yourself: “What am I doing right now? Is this moving me toward my goal or away from it?”

3.

Break Tasks into Steps

When stress hits, it’s easy to become overwhelmed. Breaking your work into smaller, manageable chunks allows your brain to stay on task without spiraling. For example, instead of “finish kitchen island,” think: “1. Check level. 2. Dry fit. 3. Apply adhesive. 4. Secure brackets.”

These may seem basic, but in moments of stress, your brain is scanning for shortcuts. It defaults to fight-or-flight mode. By installing new scripts that redirect attention to clear, immediate action steps, you override the panic response with productivity.

When Your Wiring Works Against You

Here’s where it gets deeper. Even with great tools, some people still find themselves unable to regulate effectively under pressure. They may shut down, become avoidant, or get hyper-reactive. What gives?

Research suggests that our stress response is often shaped by early life experiences. People who experienced trauma or neglect during childhood may carry deeply embedded beliefs such as, “My needs don’t matter” or “I have to be perfect to be safe.”

If you’ve ever found yourself ignoring your own exhaustion to just push through a job, even when

it compromises your safety or quality of work, you may be operating on one of these unconscious beliefs. And this wiring can lead to burnout, chronic stress, and eventually mental or physical health issues.

In high-stakes trades, where long hours and physical demands are the norm, this dynamic can be especially damaging. If you don’t believe your needs matter, you won’t stop for lunch. You won’t ask for help. You won’t take that well-deserved vacation.

Rewiring for Resilience

The good news? This wiring isn’t fixed. It can be changed. The brain has remarkable neuroplasticity— the ability to rewire itself through new habits, new thoughts, and new emotional experiences.

To begin the rewiring process:

Recognize the pattern: Pay attention to the stories you tell yourself under stress. Are they rooted in fear, unworthiness, or scarcity?

Challenge the belief: Ask yourself if this story is true. Is it really unsafe to take a break? Will everything fall apart if you say no?

Install a new belief: Replace the old narrative with something more helpful, such as “My well-being supports the quality of my work” or “I can be a high performer and honor my limits.”

This takes practice, but the impact is profound. Leaders and tradespeople alike who engage in this kind of mental reprogramming report higher job satisfaction, better focus, and fewer stress-related illnesses.

What It Means for Your Team

If you manage a fabrication shop, run a designbuild firm, or oversee a team of installers, this insight is more than just self-help. It’s a productivity

strategy. Helping your team strengthen their cognitive regulation means fewer mistakes, better communication, and faster recoveries when things go sideways.

Here’s how you can support this in your workplace:

• Encourage goal anchoring by displaying project milestones prominently.

• Model emotional regulation by staying calm during setbacks.

• Support real breaks: not just for OSHA compliance, but for mental resets.

• Provide access to training or coaching that teaches mental performance techniques.

Creating a culture where stress is managed through intention rather than suppression will give your team a competitive edge in an industry where precision, timing, and human skill are everything.

Final Thought: Resilience Is a Skill

Stress is not going away. In fact, with continued labor shortages, supply chain issues, and evolving client demands, the countertop and architectural surfaces sector will likely become more demanding, not less.

But with the right mindset and tools, you don’t have to be at the mercy of your stress. Instead, you can rewire your response, reclaim your focus, and lead with clarity and resilience.

That’s not just good for your health. It’s good for business. C C C

DR. SHARON GROSSMAN is a retention strategist, keynote speaker, and author of The Stress Advantage. She helps organizations keep their best people. Learn more or book a strategy session at drsharongrossman.com.

JULY 31, 2025

2025 ISFA Awards

HONORING EXCELLENCE IN SURFACE FABRICATION

The 2025 ISFA Awards celebrate the best in the surface fabrication, honoring outstanding cra manship, innovation, and design excellence. Could your project take home the top prize?

Award Categories:

COMMERCIAL EXCELLENCE

(UNDER & OVER $100K)

Showcasing commercial projects under and over key budget thresholds

RESIDENTIAL EXCELLENCE

(UNDER & OVER $100K)

Showcasing residential projects under and over key budget thresholds

SUSTAINABLE PROJECT OF THE YEAR

Recognizing environmentally conscious design and fabrication Your

Submit Your Project!

Trends in Colors & Materials for 2025

By James Careless

Vadara Quartz: Staying True to Marble-Inspired Elegance

Vadara Quartz continues to celebrate nature’s artistry through its Calacatta marble-inspired quartz surfaces. Introduced in 2024, this collection features seven vivid colorways — each offering a fresh take on the timeless interplay of white stone and dynamic veining. Among the standout designs are Moonlit Lace, Safari Delta, and Golden Scribe.

Each surface is designed to evoke a sense of place and story. According to the company, Moonlit Lace V820 — a bright white quartz with cream and taupe veining — channels the misty allure of Mont Saint-Michel at dawn. “A sepia-toned dreamscape where the tide and the time seem to pause,” the stone’s silvery-gray veining echoes the abbey’s quiet strength and intricate architecture.

Safari Delta, with bold taupe and brown veining across a pure white base, “reflects the vibrant pulse of the African wild,” notes Vadara. Its fluid lines evoke the movement of water through Botswana’s Okavango Delta, capturing a moment where nature gathers — a place of rhythm, resilience, and life.

Then there’s Golden Scribe, a nuanced white quartz threaded with light grey, tan, and blue-grey tendrils. Vadara draws inspiration from the ancient scrolls of the Qumran caves, describing this design as “reminiscent of treasured manuscripts... lines of ancient text against a backdrop of aged parchment.” All seven colors in the collection are available in 2 cm and 3 cm thicknesses. High-resolution images and full design narratives are available at www.vadara.com.

Photos:

Vadara

Golden Scribe

Moonlit Lace V820

Safari Delta

Porcelanosa on Top of 2025 Trends

Luxury and elegance continue to define interior design in 2025 — and Porcelanosa is embracing that trend with confidence. According to the company’s “Top 10 Interior Design Trends 2025” report, refined surfaces and premium finishes are dominating kitchens, bathrooms, bedrooms, and living spaces this year. At the center of Porcelanosa’s offering are its XLIGHT largeformat tiles, designed to elevate spaces far beyond pure utility.

To achieve the seamless, monolithic look favored by today’s designers, Porcelanosa is spotlighting its XTONE collection — largeformat ceramic tiles that reach sizes of up to 160 x 320 cm. These expansive dimensions reduce visible joints and create a sense of visual continuity, ideal for modern interiors that prioritize minimalism and coherence.

A standout design concept highlighted in the report is “material saturation,” where marble-effect tiles are used not just for floors and walls, but also to clad bathtubs and shower cubicles. This same strategy is migrating into the kitchen, where countertops and backsplashes finished in XTONE deliver a sleek, unified aesthetic.

“The surfaces are continuous and monolithic,” notes the company, “creating large and distinguished spaces.” The result is an interior that feels curated and complete — where every element contributes to a cohesive visual story.

For designers and homeowners looking to stay ahead of the curve, Porcelanosa’s XTONE series offers a refined path forward. Learn more at porcelanosa.com/us.

Photos: Porcelanosa

Santorini Taupe

Bottega Caliza

Durango Bone

HanStone Dazzles with Quiet Subtlety

Subtle elegance takes center stage in HanStone Quartz’s 2025 collection, with three new surfaces that blend visual refinement with tactile richness. Known for its design versatility, HanStone continues to appeal to architects and homeowners alike — especially those seeking understated sophistication in bathrooms and kitchens.

The new standout is Crystalo (CR901), a polished white quartz surface offered in four distinct finishes:

• Antique: high surface texture with pronounced particle relief

• Brushed: similar texture, but with lowhardness particles polished down

• Leather: a low-relief surface with a supple, tactile feel

• Concrete: matte and minimal, evoking raw concrete texture

These finishes allow designers to tailor each installation — from serene spa bathrooms to contemporary kitchens — with texture as well as tone.

Crystalo is joined by two complementary designs: Eden Grey (K4512), a soft grey matte surface, and Cremosa (K4510), a creamy beige with a refined finish. Like Crystalo, both are available in the same four finish options, ensuring continuity across materials while allowing for tonal variation.

All three surfaces are available in multiple sizes, including an expansive 3,300 x 1,650 mm slab, giving designers ample freedom to create with fewer seams and more flow.

With this trio of quietly confident designs, HanStone proves that boldness can speak in whispers — and sometimes, the most powerful design statements are the most restrained.

Photos: HanStone

Crystalo

Cremosa

Eden Grey

Vicostone Turns Heads with 2025 Collection

Vicostone’s 2025 quartz surface collection is turning heads with a trio of new series that blend visual drama with everyday durability. Across the Exotic, Natural, and Classic lines, the company continues its tradition of pairing refined aesthetics with highperformance quartz — offering surfaces that bring both luxury and longevity to modern interiors.

Leading the lineup is Beryl (BQ6984), part of the Exotic collection. Inspired by “soft gray clouds tinged with pale blue just before sunrise,” Beryl’s ethereal veining and cool hues evoke the stillness of early morning skies. The effect is both calming and contemplative — ideal for tranquil kitchen or bath designs.

From the Natural collection comes Melinda (BQ9661), a surface modeled on the timeless elegance of Cristallo Quartzite. With a warm beige backdrop and delicate white veining, Melinda offers a sense of grounded balance — equally at home in cozy residential spaces or refined commercial environments.

Also in the Natural line is Sollight (BQ9660), a striking interpretation of a frozen lake. “Its soft white-gray background,” the company notes, “is layered with veins that resemble the fine scratches left on ice.” The result is a surface that feels crisp and clean, yet richly dimensional.

Each design is available in Vicostone’s Jumbo size (330 cm x 165 cm / 130” x 65”) with 2 cm or 3 cm thicknesses — providing versatility for countertops, walls, and beyond. To explore the full collection, visit vicostone.com.

Photos: Vicostone

Beryl (BQ6984)

Melinda (BQ9661)

Roxana (BQ6981)

Sollight (BQ9660)

Cosentino Impresses with Silestone XM and Le Chic Collection

Cosentino has raised the bar in mineral surface design with the launch of Silestone XM — a next-generation surface crafted from premium minerals and recycled materials, engineered with low crystalline silica content for improved sustainability and safety. With XM, Cosentino blends environmental responsibility with refined aesthetics, making it a forward-looking choice for both residential and commercial interiors.

Alongside this technical innovation comes the Le Chic collection, which Cosentino describes as “veined patterns, reborn.” The line leans into visual drama with expressive veining and subtle shimmer, suitable for both horizontal and vertical applications.

A standout in the collection is Bohemian Flame — a surface that combines sinuous, copper-toned veining with fine metallic inlays. Inspired by the flow of lava and the quiet glow of candlelight, Bohemian Flame delivers a bold yet elegant statement with a warm, glowing undercurrent.

At the softer end of the spectrum is Versailles Ivory, described as the warmest tone in the collection. With delicate two-toned marbling and subtle golden veins, it evokes the flickering light of a chandelier across polished stone — refined, understated, and quietly opulent.

Both surfaces are part of Cosentino’s broader effort to balance design innovation with ecological consciousness — a direction that reflects current market demand for beauty, performance, and responsibility in equal measure.

More information, finishes, and specifications can be found at cosentino.com.

Photos: Cosentino

Riviére Rose

Jardin Emerald

Château Brown

Durasein Adds to Their Dreamy and Lively Collections

Durasein, long admired for its high-performance solid surfaces made from a blend of two-thirds natural minerals and one-third acrylic resin and pigments, has unveiled new additions to its Dreamy and Lively collections for 2025. As always, the brand leans into storytelling — pairing bold design with a strong sense of atmosphere.

Four new entries expand the Dreamy lineup, each designed to evoke emotion and visual intrigue. Spellbound features dark, intricate veining that, according to Durasein, “whispers secrets untold.” Starstruck invites viewers to “feel the gravitational pull” of its surface, promising a galaxy-like depth and shimmer. Heartfelt leans into warmth with gentle veining meant to “whisper sweet nothings of love and affection,” while Euphoria aims to lift the

mood entirely — described as “a cloud where joy knows no bounds.”

In contrast, the Lively collection introduces two new additions rooted in natural calm and visual freshness. Nimbus channels the quiet drama of “luminous clouds massing over a freshly plowed field,” while Rainwall captures the stillness of “raindrops falling down a window — calm and collected.”

With their signature blend of visual impact and practical durability, Durasein’s new surfaces continue to blur the line between functional material and artistic expression.

Explore the full 2025 lineup at durasein.com. C

Photos:

Durasein

DM5046 Euphoria

DM5048 Starstruck

DM5057 Spellbound

DM5066 Heartfelt

What’s Working Now: Digital Marketing Trends Changing How Countertop Shops Get Found Online

By Stephen Alberts

In an industry where aesthetics and trust drive decisions, countertop shops can’t afford to blend into the digital background. Homeowners today start their renovation journeys online, scrolling social media, Googling “best quartz countertops near me,” and vetting businesses through reviews and videos. To stand out, fabricators must leverage strategies that align with how modern consumers discover, evaluate, and hire professionals. Below, we dive into three high-impact digital marketing trends reshaping how countertop businesses attract leads, build credibility, and close sales.

AI-Powered Local SEO: Dominate “Near Me” Searches

Google processes over 8.5 billion daily searches, many of which include phrases like “countertop

installers near me.” Artificial Intelligence (AI) tools now simplify local search engine optimization (SEO), helping small shops compete with larger franchises by optimizing visibility in hyper-local searches.

Why It Works

• AI identifies gaps in your Google Business Profile (GBP), like missing services or outdated photos and suggests improvements.

• Tools like BrightLocal and ChatGPT generate location-specific keywords and auto-create blog content targeting local search trends.

• Predictive analytics forecast seasonal demand spikes, allowing shops to adjust marketing budgets proactively.

Photo: istock.com/juststock

Photo:

Actionable Strategies

• Optimize your GBP: Use AI tools to audit and enhance your listing. Include:

• High-quality photos of projects.

• Detailed service descriptions.

• Posts about promotions or seasonal offers.

• Create localized content

• Monitor competitors: Track competitors’ GBP rankings and review responses, revealing opportunities to differentiate.

AI-powered local SEO isn’t just a trend—it’s quickly becoming essential for countertop businesses that want to stay competitive. Homeowners searching for remodeling services expect instant, accurate results, and search engines reward businesses that provide them. By embracing AI, countertop shops can maintain an active, polished online presence without dedicating hours of manual work each week. Whether it’s automatically suggesting new service categories, helping craft SEOfriendly blog posts about trending materials like quartzite or marble, or even predicting when customers in your area are most likely to search for kitchen upgrades, AI turns local marketing into a manageable, measurable process. The result? More calls, more showroom visits, and ultimately more signed projects. As the countertop market grows more crowded, using AI to sharpen your local SEO strategy will ensure your business stands out as the trusted choice in your community.

Short-Form Video: Showcase Craftsmanship in 60 Seconds or Less

Short-form video isn’t just for viral dances, it’s a $2.1 billion industry driving discovery for trade businesses. Platforms like Instagram Reels, TikTok, and YouTube Shorts let countertop shops highlight their work in snackable, shareable clips that resonate with DIYers and design enthusiasts.

Why It Works

• 87% of marketers say video drives ROI, with short-form content generating the highest engagement.

• Videos humanize your brand.

• Algorithms prioritize native video, amplifying organic reach without ad spend.

Actionable Strategies

• Post weekly “Project Spotlight” Reels: Showcase recent installations and tag clients (with permission) for added exposure.

• Educate viewers: Create “Mythbuster” clips like “Granite vs. Quartz: What’s Actually Easier to Maintain?”

Hyper-Targeted Ads: Reach Homeowners Ready to Renovate

Generic ads waste budgets. Instead, platforms like Facebook and Google Ads allow countertop shops to target users actively planning renovations, down to their income level, recent Google searches, and even homeownership status.

Why It Works

• Facebook Ads can target users interested in “kitchen remodels,” “luxury interiors,” or competitors’ pages.

• Google Search Ads capture high-intent searches like “quartz countertop cost per sq ft” or “best countertop installers near me.”

• Retargeting ads re-engage visitors who browsed your gallery but didn’t inquire.

Actionable Strategies

• Structure campaigns around your UVP: Highlight unique selling points in ad copy:

• Lifetime Warranty on All Installations”

• “48-Hour Quote Guarantee”

• Use dynamic ads: Automatically showcase products viewers looked at on your website.

• Test ad formats: Compare video ads against carousel ads.

Bonus: Leverage Reviews as Social Proof

While not a standalone trend, online reviews are the backbone of digital trust. 93% of consumers read reviews before hiring a business. Encourage satisfied clients to leave feedback via postinstallation emails or SMS. Tools like Podium automate review requests and flag negative feedback for immediate resolution.

Actionable Tips:

• Embed a live review feed on your website’s homepage.

• Respond to every review (positive or negative) to show professionalism.

• Turn 5-star testimonials into social media graphics.

Proactively managing your online reputation can directly impact your bottom line. Potential customers often make snap judgments based on recent reviews and how a business responds to them. A thoughtful reply to a less-than-perfect review can actually boost your credibility, showing that you care about customer satisfaction and stand behind your work. Review management tools can also help track where reviews are coming from—Google, Facebook, Yelp—and provide insights into customer sentiment over time.

Remember, your online reviews don’t just live on your profile; they influence your local search rankings and can be repurposed to create trustbuilding content across your website and marketing channels. Make it part of your company culture to celebrate great reviews and address concerns quickly—it’s one of the simplest, most effective ways to build long-term loyalty and attract new countertop project leads.

Adapt Fast or Get Left Behind

The digital landscape evolves rapidly, but countertop shops that lean into AI-powered SEO, scroll-stopping video, and precision ad targeting will stay ahead of the curve. By focusing on these three pillars, you’ll not only get found online, you’ll become the go-to choice for homeowners ready to invest in their dream spaces.

For more information, please contact us at steve@ countertopmarketingco.com.

STEPHEN ALBERTS is the founder of Countertop Marketing Co, a digital marketing agency laser-focused on helping countertop shops dominate online. With a passion for lean, results-driven strategies, they’ve helped 150+ fabricators increase leads and slash customer acquisition costs.

2 D

ISERENITY IN SHADES OF BLUE:

mmerse yourself in the soothing tones of azure and explore the intricate beauty Q™ from MSI. Designed for both their dazzling aesthetics and ultimate performance, this quartz boasts exceptional durability, effortless maintenance, and hassle-free cleaning, ensuring lasting beauty with minimal upkeep ideal for a variety of horizontal and vertical surfaces looking for an elegant upgrade. A timeless addition to any home, blue hues are on-trend in a variety of ways, through subtle cool, serene tones to bold, dynamic shades. Q™ brings an unmatched level of dimension with unique veining patterns, showcasing the beauty of nature through rich, deep colors and designs. From soft sky hues to deep ocean tones, discover the hidden depths of blue veined quartz and find inspiration for your next project.

Calacatta Miraggio Cielo™: Deep Denim Accents

Dusky blues, silver veins, and subtle hints of cloudy gray accents elegantly adorn this stunning marble-look quartz. With the addition of the patented LumaLuxe Ultra® formulation that produces a premium, ultra-bright and highgloss veins, this quartz delivers unmatched depth and dimension. And as a part of the Q Studio™ Collection, it is domestically sourced in the USA.

Calacatta Safyra™: Beauty in Subtlety

A captivating symphony of enchanting taupe, lustrous gold, and striking navy-blue veins cascade along a pristine white background to create a blend of timeless elegance and contemporary allure. This marble-look quartz can be paired with any warm-hued look to bring out this perfect combination of

deep, dark blue and dazzling golden accents. Calacatta Azulean™: Harmonizing Undertones

Embrace the exquisite charm of warm white hues beautifully contrasted by striking blue and blonde veins that crackle along the surface. With engineered patented technology, this quartz delivers the most lifelike marbled design, making it ideal for those who appreciate the perfect blend between cool and neutral tones.

Calacatta Lapiza™: Innovation Meets Elegance

Wide, bold veins of sapphire blue, deep gold, and soft gray traverse across the surface of this quartz, leaving an elegant marble design in its wake.

As part of the Q+ Collection, this surface is crafted with High-Definition Inkjet print technology, setting a new benchmark in luxury design.

CALACATTA LAPIZA

CALACATTA AZULEAN

CALACATTA LAPIZA

CALACATTA MIRAGGIO CIELO

2025 Coverings Installation & Design Award Winners

Coverings, the preeminent event for the ceramic tile and natural stone industry in North America, has bestowed Coverings Installation & Design (CID) Awards to 22 exceptional tile and stone projects that deliver distinction in creativity, craftsmanship and outstanding use of materials for tile and stone applications.

This year’s winners were recognized for their exemplary achievements in the design and installation of tile and stone across residential, institutional and commercial projects. Projects were judged by a panel of editors and industry leaders who evaluated the project submissions based on 10 categorical designations: Artistic Design, Artistic Installation, Commercial Ceramic Tile Design, Commercial Ceramic Tile Installation, Commercial Stone Design, Commercial Stone Installation, Residential Ceramic Tile Design, Residential Ceramic Tile Installation, Residential Stone Design and Residential Stone Installation.

2025 project entries receiving special recognition were selected across the following eight award categories: Commercial Ceramic Tile Design, Commercial Ceramic Tile Pool Design, Commercial Stone Installation, International, Residential Ceramic Tile Design, Residential Ceramic Tile Installation, Residential Stone Design and Residential Tile Pool Design.

2025 CID Award Winners Design

and

Installation

Artistic Design

Watsonville Brillante

Community Arts & Empowerment with support from LATICRETE

Watsonville, Calif.

Commercial Ceramic Tile Design

Johnson Lexus ArtWork and Craftsmanship

MVE+ Partners Inc. Durham, N.C.

Artistic Installation

Wavetronix Glass Murals

Unique Mosaics LLC

Springville, Utah

Commercial Ceramic Tile Installation

Johnson Lexus ArtWork and Craftsmanship

Art Tile of NC Durham, N.C.

Commercial Ceramic Tile Installation

Wind Creek

Casino Chicago Southland

Bourbon Tile & Marble Chicago, Ill.

Commercial Stone Design

Charleston Place Hotel

Sunray Flooring Company

Charleston, S.C.

Commercial Stone Installation

Tre Dita

Restaurant

Bourbon Tile & Marble Chicago, Ill.

Residential Ceramic Tile Design

Clarkston Primary Bathroom

Armina Interiors

Clarkston, Mich.

Residential Ceramic Tile Installation

A Sophisticated Spa

DW Sanders Tile & Stone Contracting Atlanta, Ga.

Residential Stone Installation

Private Residence –Central Florida

Stone Tile Group Orlando, Fla.

Residential Stone Design

Ebony Acres

Rob Bowen Design Safety Harbor, Fla.

2025 CID Award Winners Special Recognitions

Special Recognition:

Commercial Ceramic Tile Design

Tikka Charcoal Grill

Olbos Studio Hicksville, N.Y.

Special Recognition:

Commercial Ceramic Tile Pool Design

Thompson Hotel Custom Pool Nuovocorso SpA Houston, Texas

Special Recognition:

Commercial Stone Installation

St. John’s Catholic Chapel Champaign Illinois

Daprato Rigali Studios Champaign, Ill.

Special Recognition:

International

Flow House

Dubbeldam Architecture + Design Toronto, Ontario, Canada

Special Recognition:

Commercial Stone Installation

Taylorsville, Utah Temple KEPCO+ Taylorsville, Utah

Special Recognition:

International

National Children’s Museum of South Korea Office Ou and Junglim Architecture Sejong, Republic of Korea

Special Recognition:

International

Resonance Pattern Series

SCG Decor Public Company Limited

Phuket, Thailand

Special Recognition:

Residential Ceramic Tile Design

TUR APARTMENTS

OOIIO ARQUITECTURA

Carabanchel, Madrid, Spain

Special Recognition:

Residential Ceramic Tile Design

Hill Country Glamour

GB IV Designs

Dripping Springs, Texas

Special Recognition:

Residential Ceramic Tile Installation

Hofer Relaxation Area

Tile Creations LLC Huron, S.D.

Special Recognition:

Residential Stone Design

CRYSTAL COVE

CANTERA INC.

Newport Coast, Calif.

The 2025 CID Awards are sponsored by Stone World, Stone & Tile Insider and TileLetter.

To learn more about the Coverings Installation & Design (CID) Awards, please visit www.coverings.com/cid-awards. C

Special Recognition:

Residential Tile Pool Design

Frank Lloyd done Wright Mosaicist, Inc Arlington, Texas

2025 ISFA Annual Conference

NOVEMBER 4-6 | PHOENIX, AZ | KIMPTON HOTEL PALOMAR PHOENIX

Join us in Phoenix, the Valley of the Sun, for the 2025 ISFA Annual Conference. This premier event will bring together industry professionals to inspire bold vision, spark innovation, and build lasting relationships.

RENEWED CONNECTIONS. ADVANCING THE PATH TO SUCCESS.

Networking and Celebrations:

Join us for an unforge able experience, and stay tuned for registration details!

Kick o the event with a welcome reception, celebrate excellence during the awards ceremony, and connect with peers at the industry mixer.

Great Idea Swap and Fabricator Shop Tour:

Share and discover actionable insights from industry leaders and gain behind-the-scenes knowledge into top-notch fabrication practices.

Track Education Sessions:

Bring your sta to learn new skills and strategies together.

Discover More!

Tips for Fabricators to Effectively Handle an OSHA Inspection or Investigation

By Joseph L. Sine

Occupational Safety and Health Administration (OSHA) inspections and investigations can be stressful for even the most safety-conscious fabricators. With the right preparation, fabricators can avoid much of that stress and, more critically, avoid employee injuries and citations. This article provides practical advice for fabricators to prepare for and navigate OSHA inspections or investigations. By implementing these tips, fabricators can ensure a smoother inspection process and maintain compliance with OSHA regulations.

Preparation: The Key to Success

Understand OSHA Standards: Fabricators should review and understand the OSHA relevant standards. By way of example, fabricators need to be familiar with the General Industry Standards contained in 29 CFR § 1910. However, fabricators that also install countertops need to understand the Construction Industry Standards found in 29 CFR § 1926. In addition, fabricators should know if their

state adopted a “state OSHA plan” that heightens certain safety requirements that may be applicable. The OSHA website (www.osha.gov/stateplans) provides a chart to identify whether your State has adopted a “state plan.”

Focus on the Common Standards Cited: While it is important to comply with all OSHA standards, fabricators should pay particularly close attention to several standards that result in the most injuries and citations, including:

1. Respirable Crystalline Silica Standards (29 CFR § 1910.1053);

2. Machine Guarding Standards (29 CFR § 1910.212);

3. Personal Protective Equipment (PPE) Standards (29 CFR § 1910, Subpart I); and

4. Hazard Communication Standards (29 CFR § 1910.1200).

Conduct Regular Self-Inspections: Regular selfinspections can help identify potential hazards before an OSHA inspection occurs. Fabricators should develop a checklist based on OSHA standards and conduct thorough inspections of their facility. Further, they should address any issues immediately to demonstrate a proactive approach to safety.

Maintain Accurate Records: Fabricators should keep detailed records of all safety training, air testing reports, and incident reports. These records should be organized and readily accessible during an inspection. Fabricators also need to maintain records related to work-related illnesses and injuries on the OSHA-300, 300A, and 301 forms.

Develop an Inspection Plan: Fabricators should create a plan outlining the steps to take during an OSHA inspection. This includes assigning roles to specific employees, such as the employee responsible for interacting with the inspector. The employee assigned to be the liaison with OSHA should be well-trained on the company’s safety policies and respectful, as they will establish the tone of the relationship with OSHA and will be the control point for access to the worksite, employees, and records.

Tips for Handling the OSHA Inspection Process

During each phase of the OSHA inspection process, it is important to be aware of and protect your company’s rights.

Entry/Opening Conference: OSHA inspections are usually performed without prior notice to the employer. During the opening conference, the OSHA inspector, known as a Compliance Safety and Health Office or CSHO, will explain the nature, scope and purpose of the inspection. If the CSHO does not offer that information, request it because it can help you prepare for any potential questions or concerns during the inspection.

The Walk-Around Inspection: The CSHO will perform a walk-around inspection with the company’s representative to identify potential safety hazards. The company’s representative must be aware of the safeguards in place so that he/she can answer any questions from the CSHO.

Employee Interviews: The CSHO will often ask for interviews of key employees. If the employee is considered part of the management of the company, the company has the right to have a representative (and its attorney) present for the interview. If the employee is not management, the employee gets to choose whether he/she wants counsel or a representative of the company present. Fabricators should notify their employees of their rights during an OSHA interview, as OSHA will often request the interview without explaining the employees’ rights. The interviews usually follow a question-andanswer format, similar to a deposition in court. As a result, it is often helpful to prepare for an interview with an attorney in advance.

Document Requests: OSHA will often request documents, such as safety policies, employee personnel files, injury records, and safety reports. Generally, it is better to comply with OSHA’s requests, even if some of the information could be harmful to your company. OSHA has the power to subpoena the documents if an employer refuses to comply; thus, by refusing to comply, an employer is only delaying the production of documents and risks upsetting the CSHO in the process.

Closing Conference: The CSHO will conduct a closing conference with the employer after he/ she completes the investigation. During the closing conference, the CSHO will identify any apparent violations, explain to the employer its rights and responsibilities following an OSHA inspection, and discuss any likely penalties or citations. The company should be prepared to respond to any alleged violations because this is the last opportunity to provide a defense before the issuance of a citation.

Act Quickly to Appeal the Citation: If your company receives a citation, you should act quickly to appeal the citation. In most jurisdictions, OSHA offers an opportunity to participate in an “informal settlement conference,” where you can explain your defense to the citations and request that they vacate or reduce the citations. However, participation in the informal settlement conference does not extend the time to file an appeal. Regardless of whether you participate in an informal settlement conference, it is essential that you file an appeal within 15 working days. Otherwise, you waive any right to appeal the citation and the citation becomes a final agency order.

Working With OSHA

OSHA offers tools that fabricators can use to ensure that their safety policies, practices, and procedures are OSHA-compliant. Many of these tools are free and readily available. By taking advantage of these resources, a fabricator can protect against injuries and citations.

OSHA Consultation Services: OSHA offers free consultation services to small and medium-sized businesses. Those services include on-site safety and health hazard assessments, evaluations of written safety programs, noise monitoring and air sampling services, and training. Critically, while Consultation Services will provide the employer with reports and recommendations, it will not report any safety violations to OSHA.

OSHA Training and Education: OSHA offers training and educational programs for both employers and employees. OSHA has an Outreach Training Program (commonly known as the OSHA 10-Hour and 30-Hour Card Program). In addition, OSHA has training videos and written training materials available for free online at OSHA.gov.

OSHA Voluntary Protection Programs: Employers can apply to join OSHA’s Voluntary Protection Program, after which it will undergo

an onsite evaluation from a health and safety professional. If the professional determines that the company has an effective safety and health management system and maintains low injury rates, the employer will receive a certification and will be exempt from OSHA’s programmed inspections.

Conclusion

Handling an OSHA inspection or investigation effectively requires focused preparation. By working with OSHA, fabricators can determine whether they are OSHA-compliant in advance of an inspection. If you need further assistance navigating the OSHA inspection process, please reach out to discuss. C C C C A A A A B B B B 2 2 2 D V

JOSEPH L. SINE is a partner with Cohen Seglias Pallas Greenhall & Furman PC. Joe concentrates his practice on construction litigation, assisting owners, contractors, and subcontractors on private and public projects. In recent years, he has handled cases relating to commercial, institutional, and residential construction, including heavy highway, hotel, pharmaceutical, and school construction projects. Joe takes pride in his ability to effectively advocate for a diverse group of clients in achieving their business goals.

Starting with a Dream: 5280 Stone

By Stephen Murdoch

Since 2012, 5280 Stone has been one of the country’s premier granite fabrication companies working with both residential and commercial properties. With over 14,000 satisfied customers and a five-star review rating, they are one of the leading fabricators in the industry.

The Frederick, Colorado-based company provides unparalleled craftsmanship with and personalized service that is second to none. With one of the largest selections of granite, quartz, marble and porcelain, they are trusted as the state’s fabricator of choice.

It All Starts with a Dream

Founder of 5280 Stone, Kevin Gray, credits his start in countertop sales for developing his passion for the industry. “In 2000, I gravitated to residential architecture and enrolled in a construction management program at Colorado State University. Upon graduation, I worked with a custom home builder in Northern Colorado. It’s there where I first learned the ins and outs of the business.”

After years of working for others, Gray made the jump to entrepreneurship and opened his own

business. “I eventually followed my dream and started a custom home building company. After the economic crash of 2008, I shifted my focus away from home building and joined a local countertop company as a member of their sales team.”

Upon completion of a two-year stint in sales, the concept of 5280 Stone was born. “The goal was to deliver unparalleled customer service and quality. These values led to steady growth of the company and a reputation as one of Colorado’s leading countertop fabricators. We have grown from a company of two to 25 full-time employees, installing about 30 projects each week.”

The ongoing success of Gray’s company can be directly traced to his family’s unwavering support. “My wife and children have been my biggest cheerleaders. Since day one, they have encouraged me to follow my dream. Being an entrepreneur can mean long hours away from family. Without their confidence in what I was building, I don’t think I would be here today. It’s so important to have family members that rally behind you when you need the moral support.”

Image Credit: Justin and Marissa Donahoo

Introducing The Right Product Mix

Providing a selection of product lines that reflect your brand identity and the target market you’re going after is extremely important in today’s competitive market. “You must invest the time and energy into learning what countertop options are available and the latest and greatest trends. We work with natural stone, quartz, recycled glass and porcelain slab products. In terms of percentages: porcelain 10%, quartz 50%, and natural stone and other products at 40%.”

By offering several different product types, 5280 Stone continues to grow its customer base. “Our customers can spend their hard-earned dollars anywhere. It’s up to our team to help them through their countertop buying journey. We make every effort to learn about what’s up-and-coming in terms of product lines and embrace that challenge. It’s not only about offering a top-notch selection but also keeping our finger on the pulse of the industry.”

Outside of sourcing quality countertops, 5280 Stone has invested heavily in shop technology. “Almost all our equipment is made by Park Industries. We currently have two CNC waterjet cutting saws, an inline polisher, 4K slab scanner, and will soon be installing a CNC router. The technology is truly unmatched and has improved our bottom line and machine uptime.”

Gray believes that the most successful companies in the industry are those that invest in technologies

that the customer may not see. “You need to have a mix of state-of-the-art technology and skilled technicians. The right machinery offers precision and speed, but nothing can replace a seasoned stone fabricator. I am a big believer in streamlining production and improving day-to-day efficiencies.”

Keeping Up with Trends

The best countertop fabricators are always on the lookout for what new product lines are just around the corner and the materials that continue to eat up market share. “For the last few years, quartz has remained the most popular option. It’s high durability, low maintenance and wide range of aesthetic options is appreciated by many.”

Outside of quartz countertops, there has been a resurgence in natural stone and custom edges. “In 2025, it’s all about functionality and sustainability. The adaptability of natural stone to almost any project makes it a favorite. Natural stone truly offers endless possibilities, and I fully expect this category to continue to grow.”

Understanding the Customer

When it comes to maximizing a potential sale, Gray believes it’s important to get inside the head of the customer. “Is upselling important to our ongoing success? No doubt. However, it’s not just about a quick sale. You need to think about what you are upselling and how it ties into their project. We are

Image Credit: Justin and

Marissa Donahoo

Image courtesy

5280

Stone

selective with the items we upsell, so that we have a greater chance of landing the business. Basically, we want our upsell items to be a no-brainer.”

Working with both residential and commercial customers has provided the 5280 Stone team with a unique perspective of the challenges and opportunities that come with each project. “As it currently stands, 80% of our business comes from residential and 20% is commercial. My education in construction management allows me to navigate the commercial space in a timely manner. That being said, there is more red tape in these projects, and you can tie up all your assets quickly. Whereas in residential, you have way more flexibility and fewer regulations.”

Given their flexibility to adapt to several markets, 5280 Stone has built a solid reputation with key industry stakeholders. “Our target markets include builders, kitchen and bath, direct sales and architects and designers. We have an even mix between our clients with builders making up 20%, kitchen and bath 20%, architects and designers 20% and direct sales come in around 30%.”

Setting Yourself Apart from Others

In today’s competitive business landscape, the ability to stay ahead of the competition is paramount. “We see ourselves as more of a custom shop, even though our quality can match most fabrication shops. Since day one, our customer

service and company values have set us apart. We take great pride in making sure our clients have a great experience. And, if for some reason things don’t go as expected, we will always rectify the issue with urgency.”

Having guiding business principles in place has paid great dividends for Gray and his team. “Our core values of honor, excellence and agape really drive who we are as a company and how we operate. We have created and maintained a company culture that encourages and fosters professional success. I would encourage others to create a framework for your team that helps guide an organization’s decisions.”

A long-time supporter of ISFA, the Colorado native encourages others to support industry-related organizations. “You get so much from being an active member of the association. Each of us has a skill set to offer guidance to others from across the industry, especially those that are just entering. I truly enjoy being able to help other fabricators succeed. I think mentorship is one of the greatest things that we can offer to each other. Next time you see an industry event happening in your neck of the woods, get out and get involved.”

Trusting Your Instincts

At the heart of every successful business is a great idea, a hard-working team and a deep desire to help others. “We have grown year after year because

Image courtesy

5280 Stone

we truly want what’s best for our customers. It’s important that we deliver on what we promise and make sure we’re putting our best foot forward. Personally, I think business is relatively simple at its core: it’s about keeping the customer’s needs at the forefront of everything we do.”

Whether you’re a seasoned industry veteran or just starting your career, Gray encourages you to follow your own moral compass and put in an honest day’s work. “Always do the right thing by your clients and employees. This small action will be noticed and appreciated. You also need to come prepared to do your best. There’s no substitution for working hard while maintaining your moral focus.”

While there are many ways to set your business apart, there’s nothing more important than giving back to your community. “The people within the walls of 5280 Stone care deeply about the city and the folks that call it home. We’re blessed to have the opportunity to serve others through our business. Our greatest happiness comes from helping others and doing our part to make life somewhat easier for those who may be less fortunate.”

As for what’s the common denominator to success across the board for Gray, it is the value placed on relationships. “Relationships lead to initial gains, sustained growth and long-term viability. The best businesses are not a sole entrepreneur, but a group of people that want to inspire and motivate each other. Building lasting relationships with clients, team members and our community is deeply ingrained in our DNA.”

Planning For What Lies Ahead

As Gray and his team navigate the changing economy, every effort is being made to set the business up for long-term success. “If you speak to folks within our industry, most will say tariffs are a concern. However, I think the post-pandemic years gave us all insight as to how to deal with material increases. If we stay ahead of potential changes, we should be able to thrive. Overall, I think 2025 will

be a great bounce back year not only for 5280 Stone, but for the entire industry.”

Looking ahead, Gray has ambitious plans to grow his business in his home state and the surrounding area. “We will soon be opening our first retail location in Johnstown, Colorado. There’s a lot of excitement both from the staff and the community as we start a new chapter in our company’s story. I fully expect the new retail storefront to be a welcomed space for coming up with new and exciting ideas.”

A concerted effort will also be made to strategically expand the company’s service area. “Currently, we service all of Colorado and parts of Wyoming and Nebraska. We believe there remain new opportunities in targeted regions. Finding the right balance between geographic reach and operational efficiency remains important. Before we fully commit to a service area, we test market demand and the impact it has on our day-to-day operations.”

For those wanting to reach 5280 Stone, contact: Kevin Gray – Owner kevin@5280stone.com 303-450-3064

Learn more about 5280 Stone at www.5280stone. com. Like them on Facebook at www.facebook. com/5280stone and follow them on Instagram at www.instagram.com/5280_stone. C C C C A A A A

Elevating the Industry: ISFA’s Bold Steps and New Look

By Marissa Bankert, ISFA Chief Executive Officer

The International Surface Fabricators Association (ISFA) has entered 2025 with a clear mission: to raise the standard of excellence for surface fabricators. Through strategic investments, thoughtful innovation, and member-driven leadership, ISFA is transforming the way it serves the industry—putting safety, service, and advocacy front and center.

Empowering Safety and Compliance

At the heart of ISFA’s 2025 improvements is the launch of a cutting-edge safety and compliance training platform, designed with surface fabricators in mind. This tool equips members with accessible, engaging training modules focused on essential topics like silica exposure prevention, proper PPE usage, and workplace hazard awareness. Developed in collaboration with industry experts, the platform is mobilefriendly, customizable for shop-specific needs, and tracks completion for compliance documentation. This new tool empowers fabricators to foster a culture of safety while meeting evolving regulations.

Smarter Member Services with Novi

Behind the scenes, ISFA has taken a major step in upgrading its operations by implementing Novi AMS, a robust membership management software built for associations. With this upgrade, ISFA has streamlined how it communicates, tracks engagement, manages renewals, and delivers resources. Members now have enhanced access to their profiles, transaction history, and exclusive content through a more intuitive online experience.

Uncovering ISFA’s New Look

One of the most visible changes in 2025 is ISFA’s new brand identity and website. With refreshed visuals, a modernized logo, and a consistent messaging platform, the rebrand reflects the association’s evolution while staying rooted in its mission to support professional fabricators. The updated branding not only unites ISFA’s communications but also boosts visibility and recognition in both B2B and B2C channels. This rebrand gives us the voice to tell that story.

Stronger Advocacy for the Fabricator’s Future

Perhaps most critically, ISFA has doubled down on its advocacy efforts. From participating in regulatory conversations on silica safety and licensing requirements to working with lawmakers on practical solutions for small fabrication businesses, ISFA is making sure the fabricator’s voice is heard where it matters most.

Whether it’s pushing for grants and tax credits for dust control technology, or shaping industry training standards, ISFA is focused on policies that protect workers while supporting sustainable business growth.

Looking Ahead

These 2025 initiatives are just the beginning. With a forward-thinking board and a growing base of engaged members, ISFA continues to invest in the tools, technologies, and relationships that will shape the future of the surface industry. We are committed to helping our members not just succeed, but lead. That is what we have undertaken in 2025 and what the future of the International Surface Fabricators Association looks like. We are here to give Fabricators An Edge! C

Welcome to our new ISFA Members and many thanks to our renewing members!

NEW FABRICATOR MEMBERS

Granite & Marble Express Chantilly, VA

Leon’s Countertops Bloomington, MN

Maple Terrazzo Marble & Tile Bolton, ON, Canada

Rouleau Granit Stanstead, QC, Canada

Sloan Stone Design London, ON, Canada

Terra Stoneworks Sterling, VA

Urban Quarry Ottawa, ON, Canada

Wave Granite & Marble Houston, TX

Wisenbaker Builder Services Houston, TX

RENEWING FABRICATOR MEMBERS

Members for 25+ years

Bisley Fabrication, Inc. Gresham, WI

Members for 20+ years

FLOFORM Countertops - Canada Winnipeg, MB, Canada

Members for 10+ years

Humboldt Countertops Fields Landing, CA

Lincoln Laminating Lincoln, NE

The Countertop Factory Anaheim, CA

Members for 5+ years

Alpha Granite Austin, TX

Atlantic Custom Granite & Marble Dallastown, PA

Bella Casa Countertops and Stone Littleton, CO

Counter-Form LLC Marshfield, WI

Ellis Page Company, LLC Manassas, VA

IntelliStone, LLC Franklin, TN

Members for 1 to 5 years

3C Store Fixtures Wilson, NC

Akropolis Marble & Granite Colmar, PA

Chivino Surfaces Mesa, AZ

CKF Omaha, NE

Distinctive Countertops & Cabinetry Kalispell, MT

Distinctive Surfaces of Florida Inc. Sarasota, FL

Finelines Granite & Quartz ltd Edmonton, AB, Canada

Granite Direct Wales, WI

Integrated Manufacturing Inc. Barrigada, Germany

Johnson Granite Mt. Airy, NC

Majestic Stone,LLC Houston, TX

Marble Today Inc Palatka, FL

Modern Countertops Springfield, IL

Persaj Countertops Inc. North Vancouver, BC, Canada

Quartz Co

Welland, ON, Canada

Real Deal Countertops Summerville, SC

San Luis Marble Santa Maria, CA

Smokey Mountain Tops - Knoxville Knoxville, TN

Surface Creations of VT Claremont, VT

Thruway Stone Inc. Farmington, NY

Trindco Suffolk, VA

United Granite Inc Tampa, FL

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

Member Experience Coordinator

John Lewis 888-599-IFSA john@ifsanow.org

Advocacy & Member Experience Coordinator 888-599-ISFA andrew@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 Two 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 63126 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

Al-Badaha Company for Modern Industries Saudi Arabia 966920002964 www.albadaha.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

Big Dog Adhesives, llc.* Elkhart, IN 574-350-2237 www.bigdogadhesives.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 818-378-2667 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

Compac USA Miami, FL 305-406-3600 www.us.compac.es

Cosentino USA Coral Gables, FL 786-812-0509 www.cosentino.com

Countertop Marketing Co. Southport, CT 203-993-6676 www.countertopmarketingco.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 dix-invoices@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

Emnas Technologies Barrie, ON, Canada 647-302-3630 www.emnastech.com

E&T Plastics* Long Island City, NY 820-221-9555 e-tplastics.com

Evans Midwest Holland, MI 616-546-8225 www.evansmidwest.com

Fifth Gear Technology Elmhurst, IL 630-606-8055 www.speedlabel.net

FreePower Phoenix, AZ 914-227-3435 www.freepower.io

Gemstone Elkhart, IN 574-294-8899 www.gemstonesinks.com

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 ambcar@hartson-kennedy.com

Hyundai L&C USA Atlanta, GA 888-426-9421 www.hyundailncusa.com

InnoChem Avondale, PA 800-316-3857 www.akemi.com

Integra Adhesives 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

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

GEMST NE

ISFA ASSOCIATE PARTNER MEMBERS

Marqet Group LLC Houston, TX 713-364-5342 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

Neolith* Spain 34 964 652 233 www.neolith.com

Park Industries St. Cloud, MN 320-251-5077 www.parkindustries.com

Parson Adhesives Rochester Hills, MI 248-299-5585 www.chromalok.com

Princeton Chemical Company Rosedale, MD 877-778-6878 www.princetonchemical.com

Prodim Systems Ft. Pierce, FL 772-465-4000 www.prodim-systems.com

Schechner Lifson Corp. Summit, NJ 908-598-7813 www.slcinsure.com

Schultz Forming Products Carlsbad, CA 800-822-2875 www.schultzform.com

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

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

VING

Youngstown, OH 330-574-8022 www.vingapp.com

Water Treatment Solutions Hampton, NH 603-758-1900 www.watertreatmentonline.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

Join IFSA: Empowering Surface Fabrication Success

Prioritize Safety

“Joining ISFA has been transformative for our business. The training programs and networking opportunities helped us elevate our skills and connect with industry leaders.”

Kari Chalmers Humboldt Countertops & Surfacing

ISFA provides valuable safety resources to help protect your workforce and ensure compliance. Our Silica Dust Prevention and Safety Training is just one example of the comprehensive programs available to members. Included with your ISFA Membership!

Expand Your Network

Connect with business owners and managers who truly understand the challenges you face, building valuable relationships and gaining insights that drive your success.

Sharpen Your Skills

Hands-on training across a variety of materials, including solid surface and porcelain, helps enhance your craftsmanship.

Gain practical experience and industry best practices to stay ahead of the curve. Elevate your skills with expert-led workshops and training sessions.

Maximize Potential with Resources

Business workshops, webinars, and the ISFA Annual Conference tackle real-world challenges and explore growth strategies.

Boost Your Credibility

Display the ISFA Member Logo to showcase your expertise and build trust with clients.

Cambria Unveils Four New Quartz Designs: Elevating Elegance, Innovation, and Timeless Style

Cambria, the premier producer of American-made luxury quartz surfaces, proudly introduces four extraordinary designs. These new designs exemplify Cambria’s unwavering dedication to blending visionary design, exceptional craftsmanship, and innovative technology, advancing the capabilities of what quartz surfaces can achieve.

From light to dark, the stunning new designs represent the perfect union of form and function and offer limitless possibilities for creative applications. Maintenance free and sustainably produced, each design tells a story of timeless style and uncompromising performance, a testament to Cambria’s reputation as the leader in the quartz surface industry.

“Inspired by the beauty of nature and refined through decades of innovation, Cambria’s newest designs represent the next evolution in interior aesthetics,” said Summer Kath, Executive Vice President of Design at Cambria. “Ranging from soft and serene to dark and dramatic, these designs seamlessly combine luxury and functionality while pushing the boundaries of advanced technologies that blend alloys and textured finishes to transform and elevate surfaces. Together, these designs reflect the growing demand for refined finishes that blend bold aesthetics with timeless appeal.”

Introducing the New Designs:

From the rich warmth and alloy veining of Remington Brass™ and Remington Steel™ o the luminous elegance of Brighton™ and the serene strength of Berkshire Steel Satin Ridge™, each design embodies a unique interplay of color, light, and texture.

This dramatic yet refined design features warm browns, deep charcoal, and freeflowing brass alloy veining that shifts beautifully under changing light. A bold interpretation of the dark and moody trend, it delivers striking elegance with a lowcontrast, subtle aesthetic.

Rich chocolate tones and smoky charcoals intermingle with steel alloy veining to create a design full of depth and texture. This bold statement piece reflects the rising demand for gunmetal and steel finishes, adding a dynamic interplay of light and texture to contemporary interiors.

To further customize these designs, Remington Brass and Remington Steel are both offered in the exclusive Cambria Satin™ finish. Introduced last year, this industryleading finish adds depth, warmth, and subtle sophistication, creating a soft feel that enhances the ambience while minimizing glare.

Remington Brass™

Remington Brass™

Remington Steel™

Remington Steel™

Photo:

Cambria

A luminous blend of bright whites, soft creams, warm taupe, and subtle gray quartz crystals offers a multidimensional effect that is further enhanced by Cambria’s market-leading backlighting innovation. This design epitomizes elegance and brilliance, ideal for creating a timeless yet innovative look.

Berkshire

Steel Satin Ridge™

Berkshire Steel Satin Ridge™

Featuring a cool white base with subtle gray undertones and a raised steel alloy texture, this design achieves a serene yet powerful aesthetic. Its linear veining enhances Cambria’s Satin Ridge™ offerings, perfectly balancing sophistication and strength.

Berkshire Steel Satin Ridge, Remington Brass, and Remington Steel are the latest additions to Cambria’s palette of alloy designs. Introduced in 2022 and fueled by proprietary technology, this industry-first innovation captures the reflectivity and luster of brass and steel.

Leading the Market in Innovation

These new designs not only meet but exceed emerging trends in quartz surfaces:

Dark and Moody Aesthetics: Remington Brass and Remington Steel reflect the growing popularity of bold, dramatic interiors.

Backlit Innovation: Brighton leads the way in the rising demand for backlit stone surfaces, a feature highly sought after in luxury markets.

Textured Sophistication: The Satin Ridge™ offering of Berkshire Steel Satin Ridge and the Cambria Satin finish on Remington Brass and Remington Steel showcase Cambria’s mastery of textured finishes.

Trendsetting Applications: These versatile designs open up endless possibilities across a wide range of surfaces including kitchen counters, full-height backsplashes, bathroom vanities and showers, fireplace surrounds, wall cladding, and more.

Wilsonart Opens Memphis Distribution Center

Wilsonart, a world-leading engineered surfaces company, today announced the opening of its new 15,000-square-foot Memphis Distribution Center (Wilsonart Memphis). The state-of-the-art facility is strategically located to serve the growing market and reaffirms Wilsonart’s commitment to delivering exceptional products and services to its customers in the region. Wilsonart Memphis is the 25th company-owned distribution center offering a large selection of Wilsonart Engineered Surfaces in inventory and providing unmatched service. The facility is located at 4456 Malone Road, Memphis, Tennessee, 38118.

Photo: Cambria

Photo: Wilsonart

“The Memphis Distribution Center embodies Wilsonart’s commitment to delivering surfaces you love, service you can count on, backed by people who care,” said Tymon Moore, Vice President of Sales at Wilsonart. “This investment enhances our ability to serve the growing Memphis market and reinforces our dedication 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. 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 the Memphis area.

In addition to on-site orders at Wilsonart Memphis, the B2B Fabricator Portal is accessible 24/7 at business. wilsonart.com, where customers can check available inventory, place orders and make online payments.

Wilsonart Memphis represents our ongoing commitment to innovation, sustainability and superior customer service. For more information about Wilsonart Memphis, visit www.wilsonart. com/memphis.

Daltile Launches New Haddonstone Collection — Soothing, Stunning & Versatile

Daltile’s recently launched Haddonstone collection offers the tranquil visuals of English Portland Limestone in a porcelain tile format. This Made In The USA assortment pairs the beauty of an organic natural stone design with a variety of sizes, finishes, and value-added features.

“Our new Haddonstone embodies many of today’s most popular design trends,” said Laura Grilli, director of product design, Dal-Tile LLC. “Haddonstone’s beautiful limestone visuals are a perfect element for creating a calm, spa-like atmosphere. The new assortment also brings to life the biophilic design attributes of organic materials and natural stone visuals that lend a sense of rejuvenation through connection to nature. Because Haddonstone features our proprietary StepWise technology for 50% greater slip resistance, it can be used indoors, outdoors, or flowing in between the two — making possible the continuous design that is very popular in today’s residential spaces.”

“Limestone looks bring natural elegance and warmth to a space,” said Grilli. “We have designed our new Haddonstone to offer two distinct visuals: a refined vein-cut design available in matte and satin finishes and a raw cross-cut option that exudes a naturalistic aesthetic. Both visuals are enhanced with our proprietary RevealSync3D

Photo: Daltile

technology that synchronizes the graphic and tactile texture for an authentic look and feel. These designs are offered in a neutral color palette that features a peaceful contagion of beige, warm grey, cool grey, and a smokey charcoal hue. The highly realistic stone visuals, variations in color tones, mineral streaking in the designs, and organic texture create an authenticity that makes it very difficult to tell the difference between Haddonstone and the natural limestone material we are emulating. For added cache, several pieces within the Haddonstone line feature a unique desert-touch raked texture.”

The large format size options within Haddonstone ensure that the rich beauty of the realistic limestone visuals are showcased appropriately as well as fulfill the modern interior design need for larger format tiles. Tile sizes available include: 24x48, 24x24, 12x24, and 2x2 mosaics. Also available as a 24x24 paver. Coordinating trim pieces complete the look of any Haddonstone installation.

Haddonstone is suitable for indoor and outdoor use in both residential and commercial settings. May be used as walls, backsplashes, countertops, floors, shower floors, exterior walls/floors, and pool linings. It is also important to note that StepWise technology’s ability to provide Haddonstone with 50% greater slip resistance than traditional tile not only makes this tile suitable for exterior use, but also heightens the safety of a space when used as flooring in wet areas.

Haddonstone is waterproof, stainproof, dentproof, scratch-resistant, fire-resistant, and freeze/thaw resistant.

MSI Expands

the Bocage Collection with Two New Quartz Colors: Bring Natural Beauty to Any Space

M S International, Inc. (MSI), the leading supplier of flooring, countertops, wall tile, and hardscaping products in North America, is delighted to introduce Calacatta Azulean™ and Calacatta Cinela™, two new gorgeous additions the Q™ Premium Natural Quartz line, completing the Bocage™ Collection. This quartz is engineered with patented technology, delivering the most lifelike cracked vein designs against a marbled backdrop, perfect for those who appreciate subtle sophistication in their countertop choices. A fresh take on engineered countertop surfaces, the collection offers unparalleled depth for a naturally beautiful look in any space.

Available in 2 cm or 3 cm slabs, these countertops are built to provide the best in durability and style, making them ideal for any room and in multiple applications, from waterfall islands to accent walls. The Bocage Collection debuted with Calacatta Ocellio™ and Calacatta Fioressa™, showcasing the unique dimension and sophisticated charm of the new collection. With these two new colors, the collection truly inspires with their gentle, refined aesthetic, designed for those who want more than just a surface.

Calacatta Azulean (left) and Calacatta Cinela (right)

Photo: MSI

Calacatta Azulean™

Immerse yourself in the exquisite charm of Calacatta Azulean Quartz, showcasing a stunning blend of warm white hues beautifully contrasted by striking blue and blonde veins. With its rich depth and low maintenance, Calacatta Azulean Quartz seamlessly combines durability and elegance, ensuring lasting beauty in any environment.

Calacatta Cinela™

Elevate your space with the exquisite allure of Calacatta Cinela Quartz, showcasing intricate cinnamon veins set against a translucent white backdrop. It is not only resistant to scratches, chips, and stains, but also features MSI’s LumaLuxe®

formulation to enhance light interaction. Calacatta Cinela Quartz delivers a blend of beauty and easy maintenance, ensuring enduring sophistication in any setting.

“Bocage offers a luxurious visual experience, and we’re excited to announce its expansion with two new colors,” said Adi Sheth, Senior Merchant at MSI. “Each slab exudes the natural look of marble or quartzite, making them the ideal option for those looking for an authentic stone aesthetic.”

SLABVISION™ SCANNER

JAVELIN™ CNC SAWJET

SABERJET™ XP CNC SAWJET

TITAN® CNC ROUTER SERIES

VOYAGER™ XP CNC SAW

FASTBACK® II EDGE POLISHERS

HYDROCLEAR™ PRO WATER SYSTEMS

YUKON® II BRIDGE SAW