The Future is Bright
Despite challenges all around us, rise to the occasion and color your world with endless possibilities.
CREDITS
Editor:
Sarah Peiper
Contributors:
Matthew Bodoff
Nancy Busch
Joe Duszka
Joseph Elia
Paul “Max” Le Pera
Frank Sciarrino
Proofreader:
Marsha Jo Scott
Design:
V2 Marketing & Management
Printing and Distribution: LSC Communications
ABOUT THIS MAGAZINE
Countertops & Architectural Surfaces (ISSN 2372-983X) is published quarterly by the International Surface Fabricators Association (ISFA), with a fifth edition, a Buyers Guide, publishing in October.
Individual copies of Countertops & Architectural Surfaces magazine are available at the nonmember newsstand price of $14.95. Countertops & Architectural Surfaces magazine is also available by annual subscription (five issues) for $30.00. ISFA members receive a complimentary annual subscription with every membership renewal. Special rates and charges apply for orders outside of the United States. To subscribe, call (888) 599-ISFA.
For change of address, please include old label with new information, including both old and new ZIP codes. Allow 3-6 weeks for address change to take effect.
Countertops & Architectural Surfaces magazine is proudly printed in the United States of America. Copyright © International Surface Fabricators Association 2021. 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.
Photography/graphics provided by:
Antolini
Caesarstone
CaraGreen
Corian Design
Cosentino
Coverings ETC
Crossville
Daltile
Durasein
Durat
elementAl
GEOS
Gilasi
IceStone
Infinity Surfaces
INEOS Composites
IPS Adhesives
Kelley Carey Photography
Laminam
Lapitec
LOTTE
LX Hausys
Meganite
MSI Surfaces
Nelson Tile and Stone
Neonnex
PaperStone
Reuters
Richard Barlow Photography
SBREAD Agency
US Surfaces
Yuzhu Zheng
Vadara
Vicostone
Wilsonart
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c/o Countertops & Architectural Surfaces magazine 3401 Heartland Drive
Liberty, MO 64068
THE OFFICIAL PUBLICATION OF THE INTERNATIONAL SURFACE FABRICATORS ASSOCIATION
COVER PHOTO
NEW SOLID SURFACE INNOVATIONS
Today’s solid surface technology improves on all of the shortcomings of natural marble — and still maintains the stunning appearance that homeowners and fabricators love. Engineered surfaces manufacturers like Wilsonart have responded to consumer demand with new solid surface selections and innovative improvements. Impressively, their new Crafted Collection delivers the vibrancy of marbleinspired looks paired with the performance of high-tech engineering. Photo credit: Wilsonart
FEATURES
15 Supply Chain Update
A forecast for the surfacing industry plus strategies that pivot around supply chain challenges.
24 High Profile Interior Designer Gives Her Kitchen the Star Treatment
L.A.-based interior designer Shalena Smith used some unexpected downtime to revamp her kitchen.
28 New Colors & Materials
From solid surface to quartz and everything in between, here’s what’s on trend in 2022.
34 Fabricator Profile: Nelson Tile and Stone
Bend, Oregon, fabricator realizes growth opportunities by going the extra mile for their customers.
38 Solid Surface Meets Marble
The marvel of marble. The perfor mance of solid surface.
DEPARTMENTS
8 Editor’s Note
10 Calendar of Events
12 Industry News
20 Education Connection 22 Sustainability Matters
40 Perspectives: Nancy Busch
41 ISFA News
45 ISFA Associate Member Directory
48 Product News
50 Perspectives: Joe Duszka
Follow
A NEW YEAR: Channel Your Inner Tiger
There’s something about a new year that brings hope and encouragement to us all. It’s time for a hard reset, a castaway of negativity from the year before, and an optimistic look forward. We all get new calendars with fresh, blank pages to fill with our goals, hopes and dreams. The possibilities seem endless. January and February are motivating months with New Year celebrations in each. We had the traditional calendar New Year marked on January 1, of course, and this year’s Chinese New Year, also known as Lunar New Year, began on February 1. It’s the year of the Tiger, and more specifically, the Water Tiger.
People born in the year of the Tiger are courageous, ambitious, loyal and highly competitive. Water Tigers are emotional, generous, and they love to help others.
So what’s in store for us this year, the year of the Tiger? Well, the year of the Rat (2020) was all about survival (Hello, pandemic!), and the year of the Ox (2021) was all about centering ourselves in a new reality (No kidding!). This sounds legit, doesn’t it? There must be something to it.
For most, the year of the Tiger will be all about change, and it’s characterized by generosity, strength and growth. If you were born in a Tiger year, you have the most luck of all the signs. But for the rest of us (I’m a Snake), it’ll continue to be a challenging time. There may be sudden disruptions professionally and personally. I’m sure none of you is too rattled by this, as we have all learned to roll with the punches as of late.
That is, we’re all doing the best we can to look through adversity to find the opportunity. This issue’s supply chain update (page 16) is a perfect example of how we need to understand and prepare ourselves for the disruptions that continue all around us. It’s time to look at new ways of doing things, new products and perhaps new approaches to how we do business. Rise to the occasion — as a brave Tiger would — embrace change and move forward.
What’s lucky for Tigers? For colors, blues and greens are where it’s at, which aligns with what’s trending in design. Our color and material collective (page 28) showcases some incredible innovations from manufacturers all across the globe, and you
will find some blues and greens throughout. There must be some Tigers in these R&D departments.
And speaking of green in the context of a year of change, ISFA’s own Max Le Pera sets the foundation for why the association will strongly advocate for an industry focus on green and sustainable initiatives in 2022 (page 22). Sustainability Matters is a new department for Countertops & Architectural Surfaces, and you can expect to hear more from Max and other contributors about the hows and whys behind sustainable practices within the decorative surface industry in future editions.
I’m inspired by colors all the time, aren’t you? We draw from nature and our surroundings, which evokes emotion and reaction.
Since this year’s Tiger is the Water Tiger, it’s no surprise that blue is lucky. Along these lines, Nancy’s Perspective (page 40) touches on how color can be the key to expediting your sales process and how it should be considered in good showroom design.
At any rate, 2022 promises to be another crazy year when people can realize their dreams by embodying the Tiger’s tenacity and determination. So be fearless like a Tiger, and open the door to the next opportunity even when difficulty is all around you.
Above all, stay positive and keep reading. You’ll find all kinds of inspiration on the pages that follow.
CALENDAR OF EVENTS
NSI Stone Summit March 10 Albuquerque, N.M. www.naturalstoneinstitute.com
2022
Xiamen Stone Fair
March 16-19
Xaimen, China www.stonefair.org.cn
ISFA Roundtable
March 21-23
San Antonio, Texas www.ISFAnow.org
ISFA Mixer
March 24
7:00 p.m. ET Virtual www.ISFAnow.org
ISFA Installing Profitability Workshop Part 6 Human Capital Assets: Hiring, Onboarding & Training
March 30
2-3 p.m. ET Virtual www.ISFAnow.org
ISFA Solid Surface Training
April 5-7
San Antonio, Texas www.ISFAnow.org
Coverings
April 5-8
Las Vegas www.coverings.com
ISFA Installing Profitability Workshop Part 7 Building Management Teams
April 13
2-3 p.m. ET Virtual www.ISFAnow.org
HD Expo & Conference April 26-28
Las Vegas www.hdexpo.hospitality design.com
ISFA Mixer
April 28
7:00 p.m. ET Virtual www.ISFAnow.org
NSI Stone Summit
May 4 Omaha, Neb. www.naturalstoneinstitute.com
ISFA Installing Profitability Workshop Part 8 Managing by the Numbers
May 11
2-3 p.m. ET Virtual www.ISFAnow.org
ISFA Roundtable
May 17-20 Kohler, Wis. www.ISFAnow.org
ISFA Mixer
May 26
7:00 p.m. ET Virtual www.ISFAnow.org
ISFA Installing Profitability Workshop Part 9 Performance Improvement Plans & Fierce Conversations
June 8
2-3 p.m. ET Virtual www.ISFAnow.org
NSI Stone Summit
June 9
Seattle www.naturalstoneinstitute.com
ISFA Facility Tour Presenting Cambria
June 22
2-3 p.m. ET www.ISFAnow.org
AIA Conference on Architecture June 23-25 Chicago www.conferenceon architecture.com
ISFA Mixer
June 29
7:00 p.m. ET Virtual www.ISFAnow.org
ISFA Installing Profitability Workshop Part 10 Planning for Growth
July 13
2-3 p.m. ET Virtual www.ISFAnow.org
NSI Stone Summit July 20 Chicago www.naturalstoneinstitute.com
ISFA Mixer
July 28
7:00 p.m. ET Virtual www.ISFAnow.org
ISFA Solid Surface Training August 9-11 San Antonio, Texas www.ISFAnow.org
ISFA Installing Profitability Workshop Part 11 Pricing Strategies
August 10 2-3 p.m. ET Virtual www.ISFAnow.org
ISFA Mixer
August 18 7:00 p.m. ET Virtual www.ISFAnow.org
ISFA Roundtable
August 23-24 Seattle www.ISFAnow.org
International Woodworking Fair
August 23-26 Atlanta www.iwfatlanta.com
ISFA Installing Profitability Workshop Part 12 Whale Hunting: Identifying & Targeting Large Customers
September 14
2-3 p.m. ET Virtual www.ISFAnow.org
ISFA Roundtable September 26-28 Knoxville, Tenn. www.ISFAnow.org
Cersaie September 26-30 Bologna, Italy www.cersaie.it
Marmomac
September 28-October 1 Verona, Italy www.marmomac.com
ISFA Mixer
September 29 7:00 p.m. ET Virtual www.ISFAnow.org
ISFA Installing Profitability Workshop Part 13 Commercial Channel Success October 12 2-3 p.m. ET Virtual www.ISFAnow.org
ISFA Annual Conference October 17-19 Clearwater, Fla. www.ISFAnow.org
ISFA Solid Surface Training October 25-27 San Antonio, Texas www.ISFAnow.org
ISFA Mixer October 27
7:00 p.m. ET Virtual www.ISFAnow.org Submit your event for consideration in Calendar of Events by emailing Editor Sarah Peiper, Sarah@ISFAnow.org.
IN THE INDUSTRY
Featured Conference Sessions Announced for Coverings 2022
Coverings, the preeminent event for the ceramic tile and natural stone industry in North America, announced a lineup of featured conference sessions for Coverings 2022, which will take place April 5-8 at the Las Vegas Convention Center in Las Vegas.
Attendees can benefit from a robust educational program, with many sessions offering Continuing Education Units (CEUs), highlighted across three learning tracks: Installation & Fabrication; Materials & Trends; and Workforce & Profits. All educational sessions are being designed to provide show-goers with the informative content they need to excel in today’s highly competitive marketplace.
The Installation & Fabrication sessions will offer attendees information regarding best practices and cutting-edge techniques for installation and fabrication. Select sessions in this track include:
• Meeting Consumer Demand — Successful Exterior Installation: A panel discussion during which tile contractors will share their experiences and successes with outdoor installations and review case studies that include pedestal systems and 2 cm pavers.
• What Lies Beneath: How the Tile Community Saved the Day with Proper Preparation: An examination of what it means to be qualified labor, why training is important, and how and why specifiers and customers need to engage and understand how to select a professional tile contractor.
• The Secrets of Pool Design and Installation: A review of case studies of award-winning swimming pool projects, covering the entire scope of the design and installation process as well as special components of swimming pool design.
• Exterior Tile Veneers: A closer look at innovations in exterior tile assemblies and the initiative taken by industry organizations to propose revisions and successfully testify to the International Code Council in favor of allowing larger tiles on exteriors.
The Materials & Trends sessions will focus on the breathtaking world of tile and stone. Select sessions will include:
• Today’s Era of Ramped-Up Health and Environmental Action and Opportunities for Tile – Industry Leadership Collaboration Panel: A discussion among green building industry leaders to explore green and healthy building demands, and how the North American ceramic tile industry is poised to capitalize on several tools and standards addressing
health and environmental transparency and performance.
• Tapping the Luxury Market — Insider Secrets from Luxury Daily’s Women in Luxury: A conversation between representatives from Luxury Daily, a leading luxury business publication, with many insights about how to tap into the luxury market and sell better products at higher margins to wealthier prospects.
• Safety and Performance Issues with Not So Luxurious Vinyl Tile: A session that will address questions relating to plastic and resin-based material flooring products using the latest research comparing the benefits of ceramic tile with plastic-based material (PBM) and plastic-resin flooring.
• Designing for Outdoor Living: Attendees will learn the steps involved in the design-build process for outdoor spaces and how to successfully deliver the final product to the client.
The Workforce & Profits sessions will help attendees discover new and successful business practices and tactics to better grow and manage their business. Sessions include:
• Differentiating Your Business Through the Health and Wellness Movement: A discussion about how design-build professionals can embrace the movement toward health and wellness in the home and effectively promote that alignment to differentiate and revitalize their business.
• Laws of Luxury: How to Increase Your Sales by Leveraging the Luxury Business Model: A session geared toward distributors and design firms will discuss the steps needed to become a luxury brand or boost margins and sell to the affluent.
• Growth 2022: COVID, the Economy, Inflation and Mid-Terms – Tactics, Strategies and Actions to Increase Profitability in Uncertain Times: An examination of what industry professionals can expect in 2022 and how to navigate their businesses toward growth and profitability.
• Women’s Work: Emerging Opportunities on the Jobsite and in the Workplace: An exploration of the advantages women bring to the job, emerging opportunities for women in construction and architecture, challenges women must overcome, successes along the way, and more.
Educational sessions are complimentary and span all industry segments with comprehensive learning objectives and results. For more information and to register for Coverings 2022 at no cost, visit www.coverings.com.
IN THE INDUSTRY
IPS Adhesives Announces New Hires
IPS Adhesives (IPSA), a global supplier of structural and surfacing adhesive products, welcomes Philippe Belot as managing director of IPSA Europe. Philippe will have the overall responsibility of improving IPSA Europe operations while enhancing consistency and alignment with the company’s broader business growth strategy.
Philippe brings over 25 years of management and leadership achievements in specialty formulated polymer businesses from his previous roles at Trinseo/Styron, Dow Chemical and Gurit-Essex. He has served in a variety of roles including research and development, business development, product marketing, as well as commercial and business director positions.
Philippe graduated as a chemical engineer from ITECH-Lyon and has management certifications from Dow and INSEAD.
IPSA also welcomes Anne Hultgren as vice president of sales and marketing. Anne’s focus will be development and execution of IPSA’s global sales and marketing strategy. She will oversee the North American sales team and manufacturers’ representatives in the United States.
Anne brings over 20 years of experience to the IPSA team, including marketing and sales leadership roles at Ingersoll Rand and United Technologies. Most recently, Anne served as director of Masco Operating System at Masco Corporation, where she was responsible for driving commercial excellence and growth in 13 business units and corporate headquarters.
Anne has a B.S. in industrial engineering from Purdue University and an MBA from Indiana University-Purdue University Indianapolis.
Philippe Belot
Anne Hultgren
Countertop Fabricators Can Market Protection Plan Through DataBridge Integration
Granite Gold Countertop Protection Plan is an official integration partner at DataBridge Integrations Inc., making it easier for countertop fabricators to seamlessly offer their customers protection against the most common, accidental damages.
DataBridge Integrations develops software that integrates with established business systems to improve efficiency and increase productivity for countertop fabrication companies. Countertop fabricators currently using DataBridge software can easily offer their customers the Protection Plan through automated marketing outreach such as email and text messaging.
“Being an integration partner at DataBridge will help our countertop fabricators add more value for their customers with each installation. Further, because of DataBridge’s software automation, they can easily explain the benefits of coverage, including assuming the risks of declining coverage, and all the potential damages covered in the Protection Plan,” said Frank Sciarrino, president of Granite Gold Services, a division of Granite Gold Inc.
Granite Gold Countertop Protection Plan fills a need for both
countertop providers and consumers. For countertop providers, the Protection Plan is a competitive advantage by aligning with the industry-leading consumer brand in stone care – Granite Gold premium stone care and maintenance products. Further, it’s easily implemented to help business owners earn more with every installation and it eliminates potential customer service calls.
For consumers, the Protection Plan is available in both fiveyear and 10-year options. It covers accidental damage to their new countertops that typical countertop warranties do not. Manufacturer warranties protect the integrity of the material but do not cover accidental damage caused by the consumer. Granite Gold Countertop Protection Plan, on the other hand, covers a broad range, such as chips, cracks, pitting, scratches, etching, household stains, hard water marks and deposits, and problems with the caulking, grout and joints.
Granite Gold Services facilitates all claims and repairs. For more information, visit www.granitegoldservices.com.
SUPPLY CHAIN UPDATE: A 2022 Forecast for the Surfacing Industry
By Matthew Bodoff
According to the NKBA, an estimated 10.2 million kitchens and 14.2 million bathrooms are renovated every year. That means every day, tens of thousands of consumers are entering their local fabrication shops, big box stores and design centers to peruse samples and choose materials for the new kitchen or bathroom of their dreams. Very few can even comprehend the journey a countertop will have to make from creation to delivery or consider how the supply chain affects timelines and budgets. Of course, that was until the fall of 2021, when the words “supply chain challenges” were in everyone’s vocabulary, and consumers everywhere could see the effects when they went to grocery or home goods stores.
From Factory to Installation
We can’t talk about how supply chain challenges affect the surfacing industry without first looking at how engineered surfaces such as quartz and solid surface are made. These products are all called engineered surfaces because they are manufactured from a blend of chemical binding agents along with natural minerals to create unique surfaces with a specific set of features and benefits. These materials are manufactured in large global factories using a combination of chemical curing agents and heat to create durable products that can be loaded into containers and into trucks and shipped to distributors across North America. From there, the slabs are
sold to fabricators across the country, which vary in size from large companies to small individually owned businesses.
The slabs can be sold direct to consumers through design centers, big box stores such as Home Depot or Lowe’s, or at the site of fabrication. Each time that slab moves from one point in the supply chain to another, there are transportation and storage costs involved as well as profit margins that need to be met to make the businesses viable. This adds up to the end consumer paying between $75-$150 per square foot for a product that originally cost much less to manufacture.
In North America, most of these products, especially quartz surfaces, are manufactured overseas in countries like India, Vietnam, Spain, Malaysia and Turkey. This creates a long and complicated supply line that relies on efficient ocean transport of these slabs form their home ports to local warehouses. But as we’ve seen repeatedly in the news recently, that system has been anything but efficient.
The cost of an ocean container shipment from Asia to the United States has increased over 500% in the past year alone. Once the container hits land, it must be picked up at port and trucked to a warehouse for further distribution. And guess what? Domestic trucking costs have increased almost 30% year over year. These costs have to either be absorbed by the distributor or fabricator, or they’re passed along to the consumer. Costs aside, consumers and professionals are
IN THE INDUSTRY
feeling a time crunch as well. Delays at the ports have led to longer lead times for all kinds of materials and products.
Costs of Making a Slab
Before the slab can be loaded into a container for its long ocean journey, it needs to be manufactured. This is just another step in the manufacturing process that has seen major cost increases and material shortages throughout 2021. Engineered quartz is manufactured using an unsaturated polyester resin (UPR) along with chemical binding and curing agents. The balance of these chemicals, along with the vibration pressing and heated curing, is what gives quartz surfaces a unique blend of price and performance properties.
These UPR resins are manufactured by reacting an alcohol, such as ethylene global or propylene glycol, with an organic acid such as maleic anhydride. Then the reaction is diluted in a solvent, usually styrene, to create a low viscosity liquid that can be blended with quartz fillers to create the slabs. These alcohols and acids are created as major chemical feedstocks supplying a host of end-product industries or they’re byproducts of feedstock materials such as benzene and butane.
Because of a relatively strong global economy, high consumer demand for manufactured goods, and a limited number of feedstock chemical suppliers, these chemicals have been in short supply through
Because of a relatively strong global economy, high consumer demand for manufactured goods, and a limited number of feedstock chemical suppliers, these chemicals have been in short supply through most of 2021.
Benzene Posting Data 2021
Styrene Spot Pricing 2021
most of 2021. We’ve seen major increases in prices for UPR resins. On top of strong demand, chemical manufacturers in the United States were hit with a wallop of storms like Winter Storm Uri and Hurricane Ida, which brought the Gulf Coast chemical sector to a grinding halt — twice! And let’s not forget a little thing called COVID which has plagued manufacturers in every industry with unprecedented labor challenges that continue to persist.
This adds up to a combination of rising costs and limited supply for quartz slab manufacturers around the world, but especially in North America where there is a very limited number of UPR resin manufacturers. In a quartz slab, UPR resin may account for only 10%-15% of the weight of the slab, but it accounts for 40%-60% of the cost to manufacture that slab, depending on the country of manufacturer.
The Outlook for 2022
The question on the minds of everyone in the surfacing industry is, “What will 2022 look like?” No one has a crystal ball but notwithstanding a major macroeconomic event, 2022 looks to be another challenging year for the quartz surfacing industry.
Manufacturer demand for the feedstock materials that go into making UPR resin and for the resins themselves are projected to remain high through most of 2022. And unfortunately, there is a limited number of manufacturers of these resins. With investment costs in new capacity in the
tens of millions of dollars or more, we cannot expect to see additional capacity coming online in 2022, and that is sure to limit the output of quartz manufacturers. And as with most commodity products, supply and demand economics will continue to hold true; prices will continue to rise as long as demand remains strong, and supply is tight.
At a recent ISFA webinar, we discussed supply chain challenges, and many fabricators across the country are beginning to see an increase in quality issues in their quartz slabs. They’re noticing more staining, etching and cutting issues than ever before, especially with the ultra-white, fine grain products that are so popular with the North American consumer. There could be many different reasons for this increase in quality complaints, but two causes seem to rise above the others.
First, there have been a host of new factories opening around the world producing these slabs. And while they may be using the most modern and advanced equipment available in the industry, it can’t be overlooked that producing high quality quartz slabs on a consistent basis is not easy, and many of these factories lack the technical experience and trained workforce required to produce top-quality materials. Couple this with a rush to meet demand, and you can start to see a recipe for quality issues.
Second, because the UPR resin used by quartz suppliers is so important to the physical properties of the slab, most
Unseasonable tornadic weather in December of 2021 ripped through the central United States causing further disruptions in the supply chain.
February 2021: Winter Storm Uri left many unprepared for a cold snap that froze entire factories and crippled production in the chemical sector.
IN THE INDUSTRY
Another way to insulate your business from stocking and supply issues is to minimize stock colors and increase on-hand supply.
products such as Lapitec and Dekton, while being manufactured overseas and subject to shipping cost issues, are nonresin-based products and may not have some of the same feedstock supply and related cost concerns as their quartz slab counterparts. Consider domestic manufacturers who might be able to minimize shipping costs and shorten timelines.
established suppliers have had long-standing history supply partners. But because of shortages in the UPR industry, and long shipping lead times, slab producers have had to look to new supply sources for UPR resin and may not have the time needed to test the resins’ performance.
Managing Expectations
Assuming there will be continued pricing, supply and quality challenges throughout 2022, what can distributors and fabricators do to minimize risk to their business and manage consumer expectations? Now’s the time to have open and honest discussions with your supply partners about the availability and pricing of products. Don’t wait for a price increase letter to arrive in your inbox. Start having these discussions with your suppliers right away to understand how your margins will be affected moving forward.
Another way to insulate your business from stocking and supply issues is to minimize stock colors and increase on-hand supply. As a customer-focused industry, we all have an urge to offer as many colors as possible, but not every color is going to be readily available, and some could take months to receive. By increasing stock of your most popular colors, you can simplify your own supply chain and increase the availability of materials for your projects.
Lastly, distributors and fabricators should consider adding new materials into their offerings that could be less affected by some of these issues. As an example, sintered stone
Fabricators and distributors can also use this opportunity to upsell customers into new, more environmentally friendly materials such as Durat, Gilasi, Geos, and others that use portions of recycled materials that aren’t as affected by rising feedstock chemical costs. According to a recent survey conducted by 3M, the majority of homeowners surveyed — 74% — agree that using eco-friendly materials would make a strong impact on the environment and 70% plan to purchase such materials for their next renovation. Find a win-win by diversifying your offerings and championing those that minimize supply chain challenges and solve for a more stable, greener future.
The fact of the matter is these challenges aren’t going away any time soon. It will take several months for the ripples in the supply chain to flatten, and that’s barring any new events. But unpredictable weather phenomena are continuing to happen all around us, so new ripples are possible. We watched tornadoes rip through the Midwest in December, and that was on the heels of a series of bizarre and extreme weather events in 2021 including drought and subsequent fires throughout California, Oregon and other areas, and devastating flooding in Europe and China — all of which are directly attributed to climate change. It’s up to everyone — consumers and professionals — to be aware of the causes behind these events, the consequences they have on our industry, and to pivot to strategies that minimize risk.
Matthew Bodoff is a business development and marketing manager for INEOS Composites, a manufacturer of general-purpose and highperformance grades of unsaturated polyester and vinyl ester resins, gelcoats and low-profile adhesives for the plastics industry. To learn more about INEOS Composites, visit www.ineos.com/composites.
Increase Your Potential with Suggestive Selling
By Frank Sciarrino
As someone often traveling from job site to job site, you’re in the market for a new pickup truck that doubles as your office. The 2022 Ford F-150 has what you need: a console that folds flat as a table for your laptop and a tailgate that turns into a workbench. That tailgate even includes a place to put your mug of coffee and your phone. Nice!
You roll out of the dealer’s lot happy with your new ride and the additional features you discovered during the buying process. That discovery didn’t happen by accident; the salesperson used suggestive selling to sweeten your perspective and get you closer to signing.
increase your scope, increase your revenue and strengthen the relationship with your customers by being a sort of onestop shop. The add-ons or features are usually of lesser value than the initial purchase; however, they aim to increase the “register ring” and elevate customer retention.
Looking to jump into suggestive selling with your countertop sales? Here are a few highmargin, low-overhead add-ons or features you can include with each job:
Suggestive selling isn’t a new sales technique. Our grandfathers were upsold almost every time they were at the barbershop:
“How about a clean shave with your haircut?”
Even these classic fast-food queries:
“Would you like fries with that?”
“Care to supersize for just a dollar more?”
Other examples of suggestive selling are in the consumer appliance and consumer electronics industries. Both business segments do a tremendous job of emphasizing the value of extended warranties or protection plans, demonstrating the potential what-ifs that could happen due to wear and tear or system failure. Warranty plans help customers protect their investments from these pitfalls. Waiters at your favorite restaurant are typically quite good with this sales technique, particularly when they’re telling you about the specials, pushing appetizers and desserts, or suggesting a wine that’ll pair perfectly with the ribeye you ordered.
The purpose of suggestive selling — or upselling — is to increase the customer’s final purchase package and bring more revenue to the business. By offering additional products or services to increase the value of the overall sale, you can
• Most countertop customers are likely to replace sinks and faucets, so why not solve for your customer’s needs and increase your average ticket by offering these items plus installation?
• Demolition of the existing countertop, and if done at the time of installation, can reduce overhead.
• Offer to handle some of the plumbing: Reconnecting plumbing at the time of installation can save your customer from sourcing another provider for this part of the renovation process.
• Offer and upcharge for expedited delivery and installation if possible (barring supply chain issues, of course): Incentivize your customer to be at the front of the line and get their countertop installed in days, not weeks.
• Add and include steel supports, brackets and other hardware, which emphasizes to your customer the need for durability against extra and sudden weight.
• And, like the appliance and electronics industries, help your customer understand the common accidental damages that can occur to surfaces and offer coverage that gives them peace of mind. For stone and quartz counters, for example, the Granite Gold Protection Plan covers accidental damage such as household stains, chipping, pitting, scratches, etches, hard-water marks and deposits, cracks, and caulking, grout
EDUCATION CONNECTION
Frank is a thirdgeneration stone fabricator with more than 20 years’ experience in the stone industry. Currently, Frank is a managing partner of Quote Countertops & president of Granite Gold Services, Inc. He regularly advises fabricators and marketing companies across the nation to help drive more sales through digital marketing strategy and technology.
and joint expansion. Plan providers also typically handle all customer service needs, alleviating fabricators’ workflow if or when a customer needs repair work.
How do you fold these additional products and services into your workflow? There are several solutions out there that can help you elevate your sales process. A couple of examples include Quote Countertops and the Hot Sauce selling software. These solutions can house all the additional addons or features you can offer your customers with each sale, and they easily integrate with your existing order processing system.
Next, arm your templators and installers with tablets and software. Everyone should be able to add to the job. For example, the templator can offer upgrades while measuring the surface area on site, and the installer can do the same at the time of installation. If you don’t have software that streamlines add-ons, at the very least, you can create flyers or brochures that your staff can leverage with customers to highlight any additional products and services. The more your customers see that your team is trying to help them — go the extra mile — the more likely you’ll improve your suggestive selling.
Lastly, motivate your employees to take the lead on these opportunities with commissions on upgrades. Sales contests, competitions, incentives — these are all great ways to engage your team and set goals for success.
In the end, you’ll increase your revenue and your scope of offerings, and you’ll create a more valuable customer relationship by helping them navigate the buying process more easily. By showing your customer you’re considering all their needs, you’ll strengthen your brand and impart a good amount of trust.
And we all know, a positive experience — the above and beyond — has the potential to travel past this customer and on to the next. When friends ask them, “Who did your kitchen?” they’ll be delighted to share their experience and recommend your business.
Sustainability: A Holistic Approach
By Paul “Max” Le Pera
Sustainability is a term most of us hear every day with increasing frequency, typically referred to in light of the effect we have on the the environment. This includes renewable energy, water stewardship and the preservation or conservation of natural resources. But sustainability is a term that has tendrils in most every area of our personal and professional lives. These areas include — but are not limited to — finance, operations, culture, relationships, security and leadership.
A central pillar of my role as the champion of sustainability for the International Surface Fabricators Association (ISFA) and the efficacy of our team, will be to elucidate how sustainability encompasses a “paradigm of operating” or the mindset we have when it comes to a way of being. Why this is so important speaks to one of the most basic definitions I have come across, which is: the capacity to endure in a relatively ongoing way across various domains of life.
The elegance of such a definition, however, is much like an iceberg. A beautifully simplistic premise (what you see above the water) becomes a behemoth when trying to execute its total value (everything below the water). This is classically exemplified by solutions that change situations, but at what cost and for how long? Questions of capacity for change, competencies, core values, integration, stated goals and personal beliefs are among some of the more critical inputs that need to be considered when embracing a sustainable way of being.
Addressing these issues for our members is woven into the very mission of ISFA. ISFA exists to help fabricators and other industry professionals increase product quality, improve safety measures, encourage professionalism and elevate profitability by facilitating education, standards and camaraderie. ISFA values innovation, dependability, trust, honesty, ethics and serving others above all else.
In 2022 and beyond, ISFA is committed to forming a sustainability committee. The charge will be to systematically address the various pillars of sustainability mentioned above. Indeed, there will be strong focus on the four R’s: reduce, recycle, reuse and reform. Manufacturers, distributors and fabricators alike can help establish new product iterations, workflow alternatives, best practices and leadership when it comes to environmental stewardship and accountability.
In other areas, such as business sustainability, ISFA will encourage a holistic approach where customer service, finance, marketing, manufacturing and logistics are considered. Deeply embedded in this holistic sustainable business model is governance.
ISFA’s mission will be to address some of these emerging areas:
• Embracing new products and formulations aimed at mitigating health risks.
• Establishing standards which elevate transparency and disclosure.
• Encouraging products with recycled, repurposed or reformed raw materials.
• Recycling despite lack of municipal or state mandates to do so.
• Preventing pollution and ground contamination.
• Conserving and recycling water and investing in renewable energies.
• Demonstrating financial stewardship to ensure funding for sustainably responsible projects.
• Managing our people and culture to embrace the sustainability mindset. Ultimately, the more a corporate culture centers around sustainable business practices, the more harmony and synergy are produced. All companies want to improve and seek efficiencies; however, herein lies one of the biggest traps in a truly integrated business model. Efficiencies can be sustainable but not necessarily so since they are typically viewed as financial optimizers.
Two imminent threats that challenge sustainability proliferation are ignorance and the unidimensional pursuit of profit. The former presents ISFA’s responsibility to education and awareness; the latter, frankly, has already proved to be unsustainable. Lawsuits, turnover, deaths, sickness, superfunds, bankruptcies — the list is endless.
The bull’s-eye to our holistic approach
SUSTAINABILITY MATTERS
rests in pursuing sustainable efficiencies where all decisions will align with a corporate mission statement that focuses on sustainable practices. Companies must instill this guiding light because without it, alignment tends to dissipate, thereby creating imbalance, confusion, and ultimately, a sense of unease and/or distrust in the company.
If policies and practices are the byways on which a business chooses to travel, then leadership is the engine to establish and maintain the momentum.
generations hold rights today? Is this a matter of law, ethics or both? Should future generations have rights to inherit a home that is safe, beautiful, honored and preserved?
Sustainable leadership requires intention and a commitment to alignment with the company’s mission. Strong leaders create future leaders, and highly effective sustainable leadership is at the very core of what ISFA will be focusing on to serve our members in countless new ways.
Finally, I’d like to appeal to the “family” in our family businesses. Consider this: Do future
This is a journey, not a race. We must all walk together, set a fair pace, and leave the planet — our land, oceans and air — to those who did not ask to be here, but were invited to be and thus deserve at least as good, if not a better home than we all inherited.
ISFA’s organizational commitment to holistic sustainability is a fresh new chapter for us. We will journey together and bring innovative ideas, options, solutions and eventually initiatives. ISFA is happy to have you on board because we know you’ll agree that sustainability matters.
Paul “Max” Le Pera is the president and founder of Proprietary Ventures, LLC, a boutique-style global firm devoted to researching, discovering and deploying disruptive and sustainably oriented proprietary products and technologies. He serves on the ISFA board of directors as vice president of standards. He can be reached at paul.l@ proprietaryventures.com.
High Profile Interior Designer Gives Her Kitchen the Star Treatment
Each item sourced for a project, even down to the finishes, should be as pleasing to the eye as it is resilient to high-volume use.
The ongoing pandemic has inspired many people to undertake home renovation projects, and L.A.-based interior designer Shalena Smith was no exception. The unexpected downtime allowed Smith to turn her creativity toward revamping the kitchen of her Mediterranean-style home. After gaining notoriety as the designer to the stars, Shalena has acquired a long list of celebrity clients including Mariah Carey, Sean Combs (also known as Puff Daddy), Heidi Klum and Mark-Paul Gosselaar, to name a few. Her many years of experience heading two design firms, Gaga Designs and Shalena Smith Interior Design, meant Shalena was more than capable of bringing the kitchen of her dreams to life.
Area of Opportunity
The existing kitchen was not practical for an active family and the finishes further dated its look. Smith wanted the 250-square-foot space to reflect her design philosophy, which states that above all else, space must be functional, organized and safe before considering appearance. For Shalena to achieve this, attention to detail is integral. Each item sourced for a project, even down to the finishes, should be as pleasing to the eye as it is resilient to highvolume use.
Since the kitchen plays such an integral part of Shalena’s and her family’s lives and serves as the center of their home, she wanted the finishes
The existing kitchen was not practical for an active family and the finishes further dated its look.
and surfaces used throughout the high-traffic area to be durable, easy to clean, and visually appealing — a balance she works to reach within her clients’ homes as well. Smith structured the design to best serve the needs of her family by using elements of biophilic design, bringing in more natural light, and changing the color palette in the kitchen.
The Glow-up
She began by reconfiguring the oddly positioned kitchen to better capitalize on its
abundant space. During the process, Smith made sure to create a layout that would allow her to repurpose the old cabinets, as they were well made and still in great shape. Smith removed an L-shaped peninsula, replacing it with an enhanced island. It helped to increase storage in the kitchen – freeing up valuable counter space and reducing clutter. The now wired workspace houses the microwave, bringing a touch of convivence to the area. Smith looked to work from a nearly blank canvas, removing all other components of the original kitchen.
The old appliances were replaced with a matching KitchenAid suite, and a new Zephyr cooktop vent hood was installed as well. Smith also added a Balance Precis sink in SILGRANIT Anthracite — completing the look with a Graff Perfeque Pull Down Kitchen Faucet. To brighten the space, Smith added updated lighting fixtures from Hudson Valley Lighting.
Next, Smith looked to update the surfaces and finishes within the space. She started by replacing the old flooring with luxury wood-look tile from A&W Rugs and Carpets, which brought a sense of warmth to the kitchen. She then turned her attention to the countertops and backsplash. For Shalena, these elements were especially important to get right in such a highvolume space. She relied on her design experience, in which she has found that the naturally beautiful look and durability of quartz are unmatched. For Smith, selecting the material for her own home was a no-brainer.
Smith was first introduced to Vadara, a manufacturer of artisan quartz surfaces, over five years ago while working with a client. She was delighted to find that the material perfectly mimicked natural stone while it was both easy to maintain and sanitize. Unlike natural stone surfaces, quartz doesn’t require sealants and is stain resistant — making it a superior option for busy families.
Shalena visited her trusted stone fabricator, where she was
presented with various quartz samples. Smith decided on Vadara’s Marbella, a white base covered in intricate gray and taupe veining that resembles the innate beauty of marble for her countertops. Gloria of Planet Stone recalled, “We’ve built a great relationship working with Shalena over the years; she often recommends quartz to her clients. That’s why it was no surprise that she chose Vadara quartz for her own kitchen renovation. Vadara is an excellent surfacing material for those who love the look of natural stone but desire durability and ease of maintenance.” The new surfaces help to fuse the overall aesthetic of the kitchen, resulting in a clean updated look.
A Fairy Tale Ending
Like many during the pandemic, celebrity interior designer Shalena Smith used the unforeseen downtime to renovate her home. She focused on creating a more inviting kitchen that her family would love. The new layout, refurbished cabinets, upgraded flooring and custom island were excellent additions to Smith’s kitchen, but the quartz surfaces are breathtakingly beautiful and completely steal the show. Her family can now enjoy the better functionality of their new space, and Shalena can have the peace of mind knowing that the countertops in her bustling kitchen will serve her family well for many years to come. C
NEW & MATERIALS & MATERIALS
Antolini’s Cristallo Roots
Antolini’s newest member of the Exclusive Collection is Cristallo Roots. The grounding hues of this natural quartz intertwine with exciting veins which connect across the surface like the very namesake of this stone: the roots beneath the earth. The pleasantly riveting aesthetic of this material emits a universal energy as if displaying the divine connection among all aspects of life. Through colors, patterns and immaculate design, this stone brings forth oneness in the most beautiful of displays — and can be backlit to further intensify the melodic effects of this harmonious material. Antolini’s carefully selected natural stone designs each stand for unconstrained stylistic freedom. With worldwide exclusivity over the most astonishing materials and sole access to the quarries, Antolini is able to offer the most desired and recognizable natural masterpieces in multiple finishes through a network of distributors and partners. Driven by unbound curiosity and passion, Antolini brings Mother Nature’s finest creations to light. For more information, visit www.antolini.com.
The Pebbles Collection by Caesarstone
A pebble is a symbol of constant creation. Shaped by the ceaseless force of the wind and flow of water, caressed by the passing of time over vast distances, every pebble is one of a kind, a handful of nature that you can hold. It makes the greatness of the world more tangible. The Pebbles Collection by Caesarstone embodies the bigger essence of these small stones, crafted into five organic designs that celebrate never-ending transformation. A palette of
From solid surface to quartz and everything in between, here’s what’s on trend in 2022.
warm, dynamic monochromes is laced with softer hues and enriched by distinctive textures that are inspired by the everlasting path of the pebble, bringing the blessings of sunlight and rain into the heart of the home. Wyndigo, pictured here, has warm, earthy gradients washed over a soft greige surface veined with foamygrays, capturing a pebble’s two-toned mottled patina that is accentuated by honed finish for an authentic presence. To see more of the Pebbles Collection, visit www.caesarstone.com.
Corian Design’s Carrara Crema & Carrara Lino
Corian Design creates advanced surfacing materials for interior and exterior commercial and residential applications. Its products meet the most demanding requirements in terms of beauty, functionality and durability. Its global portfolio currently includes Corian Solid Surface, Corian Quartz and Corian Endura.
With availability in multiple thicknesses, sheet sizes and finishes, you can provide custom fabricated, thermoformed designs for your horizontal and vertical applications. The nonporous nature of Corian creates superb hygienic surfaces that stop stains from settling into the surface, and it provides inconspicuous joints for a remarkably seamless look and function. Commercial and residential customers have valued Corian for its modern looks, classic styles, and soft and bold neutrals to make each designed space unique and memorable.
Corian Design has recently added exciting new colors to its Corian Solid Surface line including Carrara Crema and Carrara Lino, which are inspired by marble, featuring prominent veins on cool and warm backgrounds. To learn more, visit www.corian.com.
Silestone Sunlit Days by Cosentino
Silestone Sunlit Days is the industry’s first carbon-neutral collection. Created with the new HybriQ by Silestone technology, the collection also uses 99% reused water, 100% renewable electric energy and 20% recycled raw materials in its new composition.
This pioneering formula significantly reduces the presence of crystalline silica, while maintaining Silestone’s performance features. In addition to its game-changing sustainability, the new collection embraces a bright color narrative (Faro White, Cincel Grey, Arcilla Red, Cala Blue & Posidonia Green) that celebrates nature found in the Mediterranean. Sunlit Days offers a wide range of applications with the potential to serve in high-moisture and high-traffic areas. For more information, visit www.cosentino.com/news/sunlit-daysby-silestone-is-here.
attractive price point of porcelain. Sapphire Status is a bold, deep, energizing blue marble design that is a fabulous way to add drama to a space, or access the popular design trend of connecting with nature. The deep sapphire blue and black marble background is accented by prominent white and gold veining in a generous 10-foot-6-inch by 5-foot-3-inch slab. For more information, visit www.daltile.com.
Durasein’s Charming Collection
Inspired by sand and stone, Durasein’s
Crossville’s Black Tile
Crossville’s 12 mm-thick porcelain slabs in Black Tile, unpolished, prove to be an innovative alternative for the fabrication of countertops, even for commercial settings. Here, this stylish and versatile material creates highly functional and fashionable tiered surfaces for a busy office’s break room. For more information, visit www.crossvilleinc.com/Products/Slabs-and-Countertops.
Daltile’s Panoramic Porcelain Couture Collection
The newest addition to Daltile’s chic Panoramic Porcelain Couture Collection is Sapphire Status. As with all of Daltile’s Panoramic porcelain surfaces, this new product offers the visual and style of natural stone, with the durability, cleanability, and
Charming collection naturally brings a grounding presence to every room. With subtle stripping of tans and grays, this easy-to-love combo is a solid choice for any space. Calm, cool and collected, this collection’s range of neutral solid surfaces is anything but basic. Charming features three colors: Luna (pictured here), Eventide and Serenity. For more information, visit www.durasein.com/us/charming.
Durat’s B.lush Collection
Looking for a bold but beautiful surface? Durat announced a new collection of solid surfaces — all in shades of PINK! The B.lush collection is approachable, passionate and nurturing. The eight new color options range from a lovely light peach to a hot pink bursting with black and white speckles. These surfaces are ideal for retail counters and displays — whether you are creating a monotone miracle or a maximalist masterpiece. Durat is great in high-traffic areas as it is nonporous, durable, and easy to clean and maintain. All Durat surfaces are made with up to 28% recycled hard plastics and are 100% recyclable through Durat’s takeback program. Durat also offers color-matched sinks. For more information visit www.caragreen.com/brands/durat/.
Eco-Terr Potomac by Coverings ETC
Coverings
ETC, a respected provider of circular and sustainable hard-surface finish materials, has launched a new color palette in their terrazzo line — Eco-Terr Potomac.
The Eco-Terr family of products offers a select variety of specialty finishes following their strict Future Friendly guidelines to showcase their circular economy initiatives in an effort to contribute toward a zero-waste society. The manufacturing process of Eco-Terr is chemical-free with zero VOCs, which improves indoor air quality and does not support microbial growth. Eco-Terr boasts an LCA of 60+ years, is made with recycled materials and is 100% recyclable. Eco-Terr Potomac speaks to the timeless aspect of terrazzo through each aggregate naturally tumbled and shaped by nature. For more information, visit www.coveringsetc.com.
elementAl — Shiny & New
elementAl recently introduced two new colors to the Heavy collection, swagger and spectrAl. This silver and gold duo add shimmer and shine to the colorful selection of surfaces already offered by elementAl. Swagger features flakes of brass suspended in black, translucent recycled acrylic. spectrAl is a unique silvery surface full of aluminum shavings (hence the Al).
elementAl Heavy is a solid surface made of 87% post-industrial recycled acrylic and recycled metal, manufactured in New York. elementAl is perfect for backlighting as nearly all of the colors are semi-translucent. elementAl can be used for countertops, wall cladding, formed into signage or furniture, and used as an eye-catching accent feature. All elementAl surfaces can be cut using standard woodworking tools, are easily repairable, and easy to clean. Learn more at www.caragreen.com/brands/elemental.
GEOS (Re)Surfaces
Four colors are returning to GEOS’ collection of recycled glass surfaces. Aspen, Fairfax, Wheat and Coffee Kona, some of the original nature-inspired colors, are resurfacing! These colorways combine earthy greens and browns with the brilliance of recycled glass flecks to create a dynamic, even whimsical aesthetic. Coffee shops, green retailers and nature lovers should pay attention — these surfaces are for you!
GEOS was skillfully developed by a fabricator to have all the beauty and eco-friendly attributes of existing recycled glass surfaces — plus the fabrication, installation and durability benefits inherent in a resin-based binder. The slabs fabricate and install similar to quartz and other engineered stone, but GEOS is less energy-intensive and less prone to cracking compared to cementbased surfaces. If you missed these colors the first time, make sure you check out their revival! For samples or more information visit www.caragreen.com/brands/geos/.
Gilasi — Custom or Classic
Gilasi recycled glass surfaces embrace the challenge of meeting the exact needs of architects and designers. If your aesthetic extends beyond their existing palette of colors and styles, they’ll make customization easy and fast. So whether you want a monochromatic surface with tiny glass pieces or an artistic look with varying sizes and colors, you can choose from the 20 standard colors or request unique combinations. Want to use recycled bottles from your own restaurant or need a higher density of glass? Let Gilasi help you create something meaningful for your space and kind to the environment. In addition to custom colors, Gilasi offers multiple slab sizes and widths as well as custom sizing possibilities to reduce cost and material waste. Learn more at www.gilasi.com.
HIMACS Solid Surface: Pietra Collection
HIMACS Solid Surface’s newest introduction, Pietra Collection, evokes the rugged and organic look of natural stone. The collection’s three colors — Brina, Calda (shown here) and Notte — bring an aesthetic of understated luxury and are versatile enough to meet the design requirements of multiple commercial interior spaces.
Brina’s frosty allure adds a touch of luxury to modern, industrial and transitional spaces. Its light gray and soft white tones, rich texture and intricate veining yield a sophisticated appearance. Calda’s ivory and soft white hues deliver warmth and design versatility. Its long veins gently ebb and flow in both width and tonality, revealing a gentle wavelike pattern. Rugged and dark, Notte makes a dramatic statement as long, whisper-white veins expand and condense across an urbane black surface, creating light undertones and an inviting look.
As a nonporous surface, Pietra Collection offers exceptional maintenance, cost savings and hygienic advantages. Learn more at www.lghausysusa.com/hi-macs.
IceStone’s White Pearl
IceStone surfaces are made from 100% recycled glass, cement and nontoxic pigment. While cement is porous, IceStone has incorporated a permanent treatment to its surfaces, eliminating the need for the owner to ever have to seal the material. This treatment also increases IceStone’s stain and heat resistance, durability and UV stability. IceStone is available in 17 colors including classic neutrals and bold jewel tones. Used not only for countertops, IceStone can be used for vanities, desktops, tabletops, shelves, backsplashes, a fireplace surround and more. IceStone is the only Cradle to Cradle certified countertop surface, which is a globally recognized measure of safer, more sustainable products made for the circular economy. It is also the safest type of material to fabricate as it doesn’t contain harmful silica. Pictured here is White Pearl. For more information, visit www.icestoneusa.com.
Infinity Surfaces’ Cucina Alta
Made in Italy, Infinity slabs can be applied to indoor and outdoor walls and floors, and transformed to create decorative furnishing items and countertops. Infinity has developed the exclusive Natura-Vein Tech technology, an innovation that allows a perfect and controlled sedimentation of minerals during the production process, crossing the entire thickness of the slab, obtaining perfect consistency between surface and mixture as seen here in this stunning kitchen, which features Cucina Alta. To find out more about Infinity Surfaces, visit www.infinitysurfaces.it.
Laminam Launches Four New Surfaces
Laminam launched four new surfaces to its ceramic slab line: Ardesia a Spacco in two primary colors, Bianco (white) and Nero (black, pictured here), Cristallo Polished and the Ossido Verderame. Ardesia a Spacco has a finish modeled after natural split slate. Cristallo Polished has the aesthetics of natural quartzite and is intended for interior design, especially for kitchen countertops. The Verderame slabs have fluid aqua to brown hues to emulate the beautiful effect of green patina on copper. All surfaces come in a variety of thicknesses to match their application requirements for both indoor and outdoor projects, have antibacterial properties, and stain-, scratch-, deep abrasion- and UV-resistance. Find more information at www.laminamusa.com.
Lapitec’s Bianco Giulia — Silica-Free
Lapitec introduces a new color to their dramatically veined — and now crystalline silica-free — Musa collection. Bianco Giulia joins Bianco
Vittoria and Elettra as the latest sintered stone innovation. Giulia is made of 100% minerals but the introduction of Lapitec’s new patented mineral, Biorite, makes the material completely crystalline silica-free. Biorite also further enhances the definition of the veining and coloring in the slabs.
The Musa Collection retains the dramatic veining patterns throughout the full thickness of the slabs, giving it broad versatility in the design of flooring, walls, facades, and the cladding of kitchen and bathroom tops. Resistant to scratches, sudden temperature changes and chemicals, Lapitec is easy to clean thanks to its nonporous surface. For more information, go to www.lapitec.com.
LivingStone Solid Surface by US Surfaces
LivingStone works smarter to offer high-performance solid surface sheets and sinks at prices other leading brands don’t match. Their Smart Palette offers the most requested colors and patterns for today’s commercial and residential projects — a versatile collection of unmatched value large enough to coordinate with any project, yet small enough to provide exceptional value. Learn more at www.livingstonesurfaces.com.
Meganite’s Terrazzo-Inspired Solid Surface
True Terrazzo captures the classic authentic look of natural terrazzo in a modern design that reveals an extraordinary aesthetic potential and unprecedented versatility in daily use. Compared with original terrazzo tiles, the critical advantage lies with all the fundamental functionality of Meganite’s standard solid surface. The main attributes of nonporous and seamlessness established the ideal functional appliance of the material. Discover more about Meganite at www.meganite.com.
MSI Surfaces Presents Calacatta Bolina
The cool, white background of MSI’s Calacatta Bolina quartz fuses beautifully with liquidlike veins flowing across the marble-look surface for a dramatic effect. Create standout
surface applications in both residential and commercial environments. Calacatta Bolina offers the look of marble with the durability and low maintenance of quartz. Select from 2 cm and 3 cm slabs for design and installation flexibility. Visit www.msisurfaces.com/quartz-countertops/ to view the latest Q natural premium quartz products.
Neonnex
Neonnex Acrylic Solid Surfaces brings dreams and creativity into reality without compromising beauty or performance. The range of solid surface is highly admired by clients because of its incomparable features like compact design, high durability, attractive finish and longer service life. For more information, visit www.neonnex.com.
PaperStone’s Honey
PaperStone Recycled Paper Composite Surfacing is a silica-free alternative to quartz and granite. With the push toward healthier materials and long-wearing durable surfaces, PaperStone has found a calling as a heavy-duty solid surface known for its performance, its warm touch, its contemporary appearance, and its environmental sustainability. Made from 100% post-industrial recycled paper, PaperStone is highly resistant to scratching, staining and chemicals. Used for countertops, cladding, furniture and more, Honey adds a beautiful light and lovely hue to PaperStone’s existing Designer Color collection. See the full collection at www.paperstoneproducts.com.
Radianz: Cirrus Prestige Collection
Inspired by the enduring beauty and luxurious look of precious metals, LOTTE introduces the newest colors in its Cirrus Prestige Collection of Radianz quartz surfaces.
Pictured here is Starry. The exquisite silver and gold veining of the new Cirrus Prestige colors can be accomplished only with LOTTE’s proprietary manufacturing process, delicately weaving the metallic powders through the quartz composite for a natural-looking result. Cirrus Prestige surfaces are manufactured using LOTTE’s environmentally friendly process, earning GREENGUARD, GREENGUARD GOLD, and LEED certifications. Radianz quartz surfaces are Certified Class A fire rated and resistant to damage from heat. Composed of up to 93% natural quartz, Radianz countertops are hygienic, scratch- and stain-resistant, and they offer exceptional durability. Find out more at www.staron.com/radianz/us/color/list.
Staron’s Terrazzo Series
LOTTE expands its premium solid surface line with new Terrazzo Series patterns featuring the old-world look of broken, polished stone presented in classic aggregate, resulting in interesting shapes and textures. The new Terrazzo patterns with fancy chips deliver the outstanding performance for which Staron is famous — nonporous construction for exceptionally easy cleanup, dimensional flexibility for use in wide-ranging commercial and residential applications, unparalleled durability, and low maintenance requirements. The newest Terrazzo Series patterns include Bologna — a warm collection of dark and light brown aggregate; and Torino — a sophisticated mix of black, gray, and white aggregate. Learn more at www.staron.com/staron/us/product/seriesdetail/terrazzo.
Vadara Continues to Innovate
Vadara has introduced six innovative colors to its existing product lineup. The new offering answers the growing demand for the timeless beauty and inspiration found throughout nature. The new fashion-forward color options include:
• Cygnet Drift (shown here) — luminous white background with dynamic light gray and brown veining.
• Nimbus — soft beige background with diffused taupe veining.
• Oasis Winds — radiant, bright white background with bold, dynamic brown-gray veining.
• Ostara Dawn — radiant, bright white background with wispy gold veining.
• Phoenix Sky — luminous white background with dynamic light gray and gold veining.
• Sterling Light — luminous white background with dynamic light gray veining.
For more information, visit www.vadaraquartz.com.
Vicostone’s Alessandria
Vicostone is a leading global brand of premium quartz surfaces.
Designers and consumers favor Vicostone quartz for its modern style, natural aesthetic and broad color palette. Alessandria quartz features stylish white quartz with a silky vein-set that mixes gray, taupe and gold. It is inspired by the beautiful Alpine foothills in Piedmont, Italy, where piazzas and palaces adorn the countryside. Using Vicostone’s innovative manufacturing technology, Alessandria introduces a realistic marble-look engineered stone with depth and detail that provides an elegant natural aesthetic. Alessandria quartz slabs are available in jumbo size (130 inches by 65 inches) with 2 cm and 3 cm thicknesses. Find your distributor and order samples at us.vicostone.com.
Wilsonart’s Home Quartz Collection
Wilsonart, a leading manufacturer of engineered surfaces, has a brand-new Wilsonart Home Quartz Collection featuring 20 of their most popular residential countertop designs.
Pictured here is Enchanted Rock. From marbles to abstracts to solids, every surface is hand-curated for its beauty, and effortlessly blends into styles that resonate in a variety of residential interiors. Plus, every surface comes with the trusted performance and durability of Wilsonart Quartz. Explore the collection at www.wilsonart.com/quartz-at-home.
FABRICATOR PROFILE
Nelson Tile and Stone
Nelson Tile and Stone has provided tile and stone services in Bend, Oregon, since 2001. Their mission is to offer an extensive collection of quality products and exceptional customer service with expertise in design, product knowledge and installation guidance.
By Sarah Peiper
Chris Nelson started as a tile installer at the age of 19. Within a few years, he received his contractors license, and he quickly became accomplished at the trade. Chris worked hard to grow his clientele, and even during the 2008 downturn, he managed to grow the company and stay busy. He began to see a lot of solid surface and slab countertops showing up in the marketplace, and at the time, he subbed that work out to a fabricator. When that fabrication business
announced its closure, Chris saw an opportunity. He bought them out and looked forward to expanding his business.
Growth Opportunities
By 2011, Chris expanded by becoming a displaying dealer, showing tile from a small showroom. He began to acquire some Pacific Northwest tile vendors. Around this time, he leased another small shop and started working with stone countertops. Chris learned the trade from the
ground up, learning from his mentors and industry connections. When another nearby stone shop shuttered, he purchased their used equipment. Within a year, he expanded to a more extensive showroom.
The new location, where Nelson Tile and Stone currently resides, was completely renovated by Chris and his team. They’re now able to show both tile and stone samples from their showroom. Three years later, Jennifer joined Chris, bringing her knowledge of plumbing to the business. By 2017, this growth led to system upgrades throughout the company; the Nelsons added a Northwood FabCenter to the production line and LPI’s LT-2D3D laser templator. They installed Moraware software to support growing sales. In addition, a large inventory of slabs was added to the back of the property where people could shop local instead of driving three hours to Portland.
Meanwhile, Jennifer focused on making sure every client got a full-service treatment by adding plumbing fixtures, installation and all peripherals needed to complete a kitchen remodel. Today, Nelson Tile and Stone employs 12 people and has outgrown its current space, so they’ve purchased land nearby to build a new production facility and showroom. They expect to complete this expansion in late 2022. They have high hopes for the new space, and they’re thinking strategically about how they attract their customers. “Nelson Tile and Stone is our name, but
we want to make sure people understand that we’re a fullservice operation with all kinds of offerings,” said Jennifer. “We have plans to brand our showroom as a kitchen and bath destination so that we reach a wider audience. We’re not just tile and stone anymore.”
Outside of tile, Nelson Tile and Stone primarily work with natural stone and quartz, but they also work with granite, porcelain and others. “We do about 30 kitchens per month,” said Chris. “About 75% of our jobs use quartz. Our market is mostly retail and residential, where we can take a greater market share. And with a background in tile, we have a unique advantage of being able to do a large format porcelain slab on shower walls.” Their widened scope with plumbing pays off, too. “A typical job has us demo-ing the shower, having the plumber come in to move plumbing, and then we return to finish the walls and tile the floor for a pretty fast turnaround on the project,” added Chris.
“We’ve seen major growth from offering limited square footage material in popular colors. We have six colors we show, and we probably use them on 80%
The team at Nelson Tile and Stone goes the extra mile to make their showroom experience the best in town.
FABRICATOR PROFILE
They projectmanage the plumbing and sometimes even the cabinetry. Nelson Tile and Stone has positioned themselves to handle the entire scope of a remodel.
of our jobs,” said Jennifer. “That way, customers can see the whole slab at once, instead of a small sample. Once we walk them to the area, we often return with a sale. Our colors are varied enough that one will usually be the winner. We’re very intentional about the colors we offer, which has translated to sales very well. Jobs run smoother. It has cut down on supply issues by having material in stock. Our vendor can better keep track of supply levels for us, and since most vendors are over three hours away, this has been a terrific advantage.”
“We’re a pretty strong partner with MSI,” said Chris. “They’ve done a great job keeping styles current and pricing fair. Since their strength is in larger volume pricing, our square footage program has worked well. Currently, the warmer colors and marble looks have been the strongest sellers with our clients.”
It’s All About the Upsell
About 80% of Nelson’s jobs have added products. They’ve created direct partnerships with plumbing supply companies so that they can cut out the middleman. Besides sinks and faucets, Nelson Tile and Stone can supply garbage disposals, air switches, instant hot water dispensers and more. They project-manage the plumbing and sometimes even the cabinetry. Nelson Tile and Stone has positioned
themselves to handle the entire scope of a remodel.
Located in the middle of Oregon, Nelson Tile and Stone is about two to three hours away from the major cities in the state. Their service area covers about 30 miles with a population of about 150,000. “There are several fabricators in our area; I’d estimate 15 shops,” said Chris. There are only two shops that take care of the plumbing, tile and countertops. This gives the Nelsons an edge with clients who need full service. They appreciate being able to do it all in one place. “Providing a turnkey experience seems to be important in these remodels,” added Jennifer. “Before we did things this way, it was common to run into problems where the client hadn’t considered the whole process, and so they’d be left holding the bag and looking for a service, such as a plumber, late in the game.”
Staying at the Forefront
“We love being in the kitchen and bath industry,” said Jennifer. “We go to KBIS every year so we can connect with vendors and learn about new products. It has been a game-changer for our business as it enables us to bring in new products that nobody else around us has; it sets us apart from the competition.”
For instance, Nelson has an island in the showroom that completely lights up. Offering accent lighting, backlit products and other specialty details
elevates the typical install, says Jennifer. They’re the only vendor in Oregon that offers the Pitt Cooking System, a cooktop with burners that mount directly on the countertop. They stock innovative sinks like Top Zero and all kinds of other workstation options. Their showroom has a boutique experience unlike anyone else in their area. “It leaves the client feeling we have a good grip on the majority of their kitchen and bath remodel,” said Jennifer.
“We are also proud members of ISFA,” said Jennifer. “Because our market is close and competitive, connecting with other shop owners who are not in our region has been a huge bonus. We’ve come away with valuable information from every event we’ve attended with ISFA. This year, we made a point to go to the ISFA Annual Conference for the first time, and it was
a meaningful experience to connect with other fabricators and industry experts.”
For Nelson Tile and Stone, finding success has always been rooted in innovating and thinking outside the box. It’s what motivated their transition from tile countertops to slabs, as well as adding plumbing. While everyone else was letting plumbing supply houses control the pricing, the Nelson team was determined to think differently. More control in those areas made significant differences in how smooth the jobs went and ultimately the margins of each job.
“Sometimes our industry feels safe from what other businesses are suffering from like online sales, knockoffs and job minimizations because of automation,” said Chris. “However, I think there are still ways to innovate and be a little disruptive
to the market. It’s the disrupters that are finding success in today’s market. And because we are still a fairly new industry, I think we should continue to find new ways of doing things that set us apart and generate more profits in meaningful ways. Offering luxury items and elevating the customer experience beyond the typical industrial shop persona goes a long way. It’s why we are focused on a good showroom experience. It may not be for every fabricator, but it’s worked well for us.”
For more information about Nelson Tile and Stone, visit www.nelsontileandstone.com.
Chris and Jennifer Nelson can be reached at office@nelsontileandstone.com.
Solid Surface Meets Marble
The Marvel of Marble. The Performance of Solid Surface.
By Joseph Elia
It is well established that a marble surface has the power to elevate and beautify any space. From dramatic veining to luxury sheens, marble countertops continue to be synonymous with refined taste and classic appeal. More recently, the pristine look of white marble is trending in modern kitchens everywhere. White marble offers softer veining and design flexibility that fits a variety of styles and interior color palettes. Plus, with the rise of warmer tones for cabinetry and fixtures, white marble is the ideal choice in a bright home or contemporary commercial space. So why are people choosing solid surface to recreate the beautiful presence of white marble?
In short, today’s solid surface technology improves on all of the shortcomings of natural marble — and still maintains the stunning appearance that homeowners love. Engineered surfaces manufacturers like Wilsonart have responded to consumer demand with new selections and innovative improvements.
Comparing Solid Surface to Marble
There are many reasons to love traditional marble, but the material is not without its drawbacks. Marble is composed of organic stones and requires careful cleaning due to its porous nature. It is also susceptible to scratching and requires regular sealing.
In contrast, solid surface is a highly durable, repairable material and capable of withstanding everyday use without
excessive maintenance. Wilsonart Solid Surface, for instance, delivers the vibrancy of nature paired with the performance of engineering. Designs from Wilsonart are complete with seamless construction, impact resistance, and the peace of mind that every countertop will perform long into the future. Solid surface can also be installed as a backsplash to match the sophisticated countertop with cohesive style. To top it all off, it is also more economical than traditional marble due to its affordable installation and long-term maintenance costs.
Nature’s Beauty is Trending
Wilsonart recently upgraded their solid surface lineup to include the Crafted Collection, an exclusive selection of three trending white marble designs. Ideally suited for residential environments, the Crafted Collection brings the organic appeal of prestigious white marble to any home décor. Spotlighting the subtle veining reminiscent of Carrara marble, the rare beauty of Calacatta stone, and the highcontrast allure of Statuario marble, this collection features distinctive structures and movement.
In the world of solid surface countertops, the line between human-made engineering and natural stone is becoming very blurred. As homeowners continue to gravitate toward the look of nature, Wilsonart is building its solid surface
Shown here: The Crafted Collection by Wilsonart, Monte Amiata 9911SS
portfolio with designs that more vividly represent the beauty of marble. Wilsonart’s Crafted Collection illustrates this trend with dynamic veining structures that also mimic the calm movement of waves.
Continuous Innovation
The Crafted Collection featuring marble-inspired designs joins 11 total solid surface looks that were released by Wilsonart in 2021. Each of these surface choices includes scale and striking definition that are uncommon in the solid surface industry. All revolutionize surface design providing depth, scale, and diversity of details that create outstanding visual appeal to complement any space.
As surface technology continues to improve, manufacturers like Wilsonart are continuously engineering surfaces that resemble the appearance of natural stone — and rival its capabilities. The lasting performance of the Crafted Collection
achieves this goal with designs that are indistinguishable from the on-trend elegance of white marble.
CTo learn more about the Crafted Collection from Wilsonart, visit www.wilsonart.com/solid-surfaces.
Shown here: The Crafted Collection by Wilsonart, Monte Amiata 9911SS
Backsplash featuring Wilsonart’s Angel Falls 9223SS
The Crafted Collection: Cararra Emporio 9909SS
Color Me (Not) Surprised
By Nancy Busch, ISFA Executive Director
There is no wrong answer to the question: What’s your favorite color? And there’s no better qualifying question to ask to discover what your customer truly wants, which is an experience. Color is a very influential decision-maker. According to some, an initial judgment of a product is made within 90 seconds, and up to 90% of that judgment is based on color. Using color as a filter helps drive loyalty through the positive experience of having a trusted adviser guide them toward what they like. Showrooms are a significant investment and an essential part of your overall business plan. Having the right showroom or, more importantly, the right sales program can be a strategic win/win for your business and your customers.
In a recent episode of ISFA’s podcast, Behind the Surface, ISFA director and industry expert Eric Tryon discussed the importance of good sales program design that focuses on materials, vendors and services that align with your business. This issue’s featured fabricator, Nelson Tile and Stone, speaks to how the right showroom experience can elevate your business.
So how do you create a showroom solution that will provide your customer with a positive experience? It is as individual as a person’s favorite color. No one size fits all, and this doesn’t need to be an expensive adventure. I’ve seen huge investments in showrooms where the experience has been lost. And by contrast, I’ve seen companies with outrageous sales out of little or no showroom at all.
Start by asking yourself, “What message does my customer immediately receive when entering my showroom or business?” I often hear fabricators say, “But I must show everything! I don’t want to lose a sale by not having tons of choices in my showroom.” I’d respond by asking why they’ve invested in having a sales staff. Are they actively advising and selling customers, or are they just taking orders?
Further, consider how simplifying and streamlining the decision-making process might affect the customer experience. What additional opportunities might open for your sales by having a more emotionally engaged customer? Would your sales
staff have more time, and would the customer be more open to add-on sales?
Are you fostering repeat customers?
Once you have this basic framework laid out, it’s crucial to weigh the options to organize and assemble your offerings. One option is to arrange them by color; it allows the customer to navigate samples — not by material necessarily — but by their desired hue. However, making a decision based on color can still be a daunting task. This is especially the case for whites, and if you add patterns to the mix, it can become overwhelming.
A more specific filter is color temperature. Tune in to your customer’s personal color temperature preference with an image of a broken-down color wheel. Consider how the individual connects to color and then add a layer of temperature or mood. Now you’re safely moving toward a very personalized experience with your customer. Use mood boards to steer your customer before they’re distracted by the overwhelming amount of material and color choices.
There’s a lot more to say about this. Honestly, I could go on forever. And I did. At a recent TISE seminar, I presented strategies for approaching the sales process and engaging your customer with color in mind. ISFA’s presence at this and other trade shows is just one of the many ways our association strives to be exactly where you need us. The year has just begun, and I hope you’ll stay tuned to our podcast, our publication, newsletters and our websites, and use the resources and expertise we have to offer. If there is a topic you’d like to learn more about or a challenge you’re facing in your business, please reach out and ask for help. We can connect you with peers and experts who have been in your shoes and walked a million miles in them. Our members are the heart of ISFA, and our association is dedicated to serving them. Reach me any time at Nancy@ ISFAnow.org.
Meet the 2022 ISFA Board of Directors
President: Joe Duszka
Joe Duszka is the owner and president of Carolina Custom Surfaces. With a degree in industrial engineering and an MBA, Joe’s strong interest in the relationship between machinery, people and processes has served him well in various positions, including plant engineer, production manager and plant manager for two manufacturing companies. He began working for Carolina Custom Surfaces in 2004, and he purchased the company the following year.
A big believer in the importance of creating a customer-centered company culture, continuing education and business development, Joe has been a member of ISFA since 2017; he was the vice president of the association in 2021. Joe is also a member of the Natural Stone Institute, the International Cast Polymer Association, the Rockheads Group and a Park Industries Business Group. Joe has been a presenter and panelist at several industry education events. He attributes his success to a thirst for knowledge and a passion for improving the decorative surface industry.
Immediate Past President:
Steve Mast
Steve Mast is the director at Precision Countertops in Portland, Oregon. He began working in the decorative surface industry
in 1996, and he joined ISFA the following year. He served as ISFA’s president in 2021.
Steve got his start working for Avonite Solid Surfaces where he leveraged his degree in Japanese as well as his MBA to train and work with distributors in the United States and Japan. He joined Precision Countertops in 2004, which has since become one of the largest shops in the United States. In addition, Steve coowns a remodeling company, a laminate edge manufacturer and the software company behind the popular SPEEDlabel solution. Passionate about the industry, he loves visiting other fabrication shops, learning and sharing ways to improve business. In addition to ISFA, Steve is a member of the Rockheads Group, Artisan Group, Stone Fabricators Alliance and the Natural Stone Institute.
Vice President: Austin Maxwell
Austin Maxwell is the president and second-generation owner of Maxwell Counters, Inc. Since 1981, Maxwell Counters has provided central Illinois and surrounding areas with full-service, custom surfacing for commercial and residential stone, solid surface and laminate countertops.
Austin grew up spending his summer breaks sanding Corian and filing laminate end caps. He joined the company full time in 2015 after graduating with honors from Illinois Wesleyan University, where he studied business management and economics.
Maxwell Counters has been a member
of ISFA since 1997. Austin is also a member of the Rockheads Group, Stone Fabricators Alliance.
Secretary: Laura Grandlienard
Laura Grandlienard is a leader in the industry and an advocate for the importance of environmental sustainability and increasingly prominent roles for women. She founded ROCKin’teriors in 2008 as an eco-friendly showroom, fabrication and installation company serving the triangle region of North Carolina.
Laura and her team at ROCKin’teriors were awarded 2018 ISFA Fabricator of the Year. In addition, ROCKin’teriors was recognized as North American Fabricator of the Year by global manufacturer Cosentino.
Laura guided ROCKin’teriors through Natural Stone Institute accreditation to become one of only five certified fabricators in the state of North Carolina. They work with top ASID interior designers, architects and general contractors throughout the state.
Prior to her career in decorative surface fabrication, Laura spent 14 years with IBM consulting on behalf of Fortune 500 companies. Her corporate and industry experience centers on exceptional quality craftsmanship, sustainability and client service.
Treasurer: Ted Sherritt
E.J. (Ted) Sherritt, CPA, CBV, joined FLOFORM Countertops in 1995 as vice president of finance and administration. Ted has previously worked with the company as part of his scope with KPMG in their corporate finance group where he gained experience in business valuations, corporate finance, receivership, insolvency, bankruptcy, forensic accounting, insurance and litigation support. He was named CEO after successfully restructuring the company to allow for the two founding shareholders to be bought out and retire in 2000. The focus was then shifted to building a management team ready to grow the business through broader product offerings and into new geographic marketplaces.
Director: Augie Chavez
Augie Chavez is the owner of GECKO Solid Surface Solutions (GECKO SSS) in San Antonio, Texas, and he has over 35 years of experience in the surface fabrication industry. After graduating from high school, he attended the University of California in Santa Barbara where he was introduced to the countertop industry while taking a summer job between semesters at a solid surface fabrication shop. He opened GECKO SSS in 2005, and the rest is history.
Augie’s expertise is primarily within the commercial space specializing in custom inlays and thermoforming projects for
recreational centers, hospitals and more. He is passionate about safety, sustainability and creating a thriving company culture in which he treats his employees like family. He was named ISFA Fabricator of the Year in 2016, and he served as president of the association in 2020.
Director: Mike Langenderfer
Mike Langenderfer is the president and CEO of The Countertop Shop in Monclova, Ohio. He has been a member of ISFA since 1997, and he served as president in 2013.
With a degree in business from the University of Toledo, Mike forged his way into the countertop industry more than 30 years ago. An expert in business development and strategy, Mike prides himself as a mentor and advocate for other fabrication shops, helping them to learn, grow and find success. At The Countertop Shop, Mike nurtures a thriving company culture and regularly gives back to his employees, whom he calls his most valuable assets.
Director: Paul “Max” Le Pera
Paul “Max” Le Pera is the president and founder of Proprietary Ventures, LLC, a boutique-style global firm devoted to researching, discovering and deploying disruptive and sustainably oriented proprietary products and technologies.
Having earned a dual master’s degree in finance and accounting, Max managed
and grew one of the largest multisurface fabrication shops in the United States, and he was responsible for the proliferation of quartz surfacing in the mid-Atlantic region as well as building the category nationally when it was first launched in 1998.
Max’s tenure as a building materials executive allows him to remain active and influential while expanding the synergistic scope of his firm. A member of ISFA since its inception, Max is fervent about sustainable manufacturing and helping the industry find and develop new products and processes that contribute to the health and safety of the environment.
Director: Rodrigo Velázquez
Rodrigo Velázquez is the founder and owner of Indeko, a worldclass fabrication outfit headquartered in Jalisco, Mexico. After high school, Velázquez started working in the kitchen remodeling industry where he proved his construction skills. He did so well that in 2002, at the age of 17, DuPont offered him certification to fabricate Corian solid surface.
Indeko strives to be a socially responsible company by collecting rainwater and recycling it when polishing stone. Around 20% of the scrap material generated is recycled for a different line of products. And thanks to an idea Velázquez picked up at an ISFA Annual Conference, Indeko uses solar panels to generate energy.
Velázquez was awarded Best Entrepreneur in the state of Jalisco in 2015, and Indeko is the only surface fabricator in Latin America that has received ISFA certification.
Director:
Eric Tryon
Eric Tryon has started, grown and sold multiple businesses over 30 years. Most recently, Eric was the founder and CEO of Premier Surfaces. He parlayed the lessons he learned over 2 ½ decades of professional success as an entrepreneur and business owner into shaping one of the nation’s largest and most profitable countertop and specialty surfaces companies in North America. Eric sold Premier Surfaces in 2017 and retired in 2018. Eric has won many awards over the years including the city of Atlanta’s top entrepreneur in 2015; Stone World Magazine’s 2016 Stone Fabricator of the Year; and Top 20 Workplaces in Atlanta by the Wall Street Journal. Eric is one of the founding partners of the Rockheads Group. He serves on several boards of directors for organizations in the Atlanta area. He is an investor in several startups and has numerous commercial real estate interests. He mentors and consults several executives specializing in leadership training and employee engagement programs for companies and their teams.
Director:
Kimberly Homs
Kimberly Homs is the president and owner of Great In Counters in Smithfield, Rhode Island. She previously worked in sales and marketing for Cosentino North America and Kohler. She founded Great In Counters in 2003.
Kimberly has served on several boards of directors for industry-related associations including the Northeast American
Woodworking Industry and the National Association for Women in Construction. She has also acted as a Women In Stone mentor.
Kimberly graduated from the University of Massachusetts with a bachelor’s degree in business administration and later earned her MBA from Concordia University in Wisconsin.
Director: Travis McDermott
Travis
McDermott serves as operations manager for McDermott Top Shop in Jefferson, Wisconsin. Having worked in many roles in the company over the past 16 years, Travis is well-positioned to lead the McDermott teams across all aspects. He is adept at all parts of the business, including best practices in fabrication, shop management, CAD and related software programming, sales, inventory, installation and more. Travis is passionate about leadership and contributing to a thriving company culture; he prioritizes professional development among his team members. Travis attended the University of Wisconsin, where he earned a Bachelor of Engineering degree with an emphasis in civil engineering. He worked as a civil engineer for two years before transitioning into the family business. Travis serves on ISFA’s events committee, and he is an active champion for the association.
Associate Member Representative: Jim Callaghan
Jim Callaghan is a sales director for GranQuartz, the largest distributor of stone fabrication tools, equipment and supplies in the United States. He graduated from Michigan State University with a degree in
marketing, and he attended Central Michigan University where he earned his MBA.
For over 20 years, Jim has specialized in consulting with clients on how to pick the best capital equipment for their fabrication business, as well as integrating automation. Throughout his career, he has helped hundreds of fabrication firms lower their operating costs and increase productivity.
Jim has been a member of ISFA since 2016, and he has served on the board of directors since 2018. He is also a member of the Ancient Order of Hibernians, the St. John Paul II Society and Shrine.
Associate Member Representative: Jessica McNaughton
Jessica McNaughton serves as president at CaraGreen, a provider of sustainable building materials, including many alternative surfacing materials. She has 20 years’ experience in sales, marketing, business development and strategy. Previously the director of sales and marketing at CaraGreen, Jessica has maintained her status as a LEED Accredited Professional since 2009 and she hosts a podcast, Build Green Live Green.
Jessica has a degree in electrical engineering from the University of Vermont and a master’s degree in business from the Ivey Business School at Western University. She is an active member of ISFA, and she served previously on the board of directors.
ISFA
Thank You and Welcome ISFA Members
(In alphabetical order)
NEW FABRICATOR MEMBERS
JAGM3
Pontchatoula, La.
Modern Countertops Springfield, Ill.
RENEWING FABRICATOR MEMBERS
Alexander Counterwrights, LLC
Pascagoula, Miss.
Artistry Stone Surfaces, Inc. Indio, Calif.
Atlantic Custom Granite & Marble Dallastown, Pa.
Carrara Marble Company of America, Inc. Industry, Calif.
Counter-Form LLC
Marshfield, Wis.
Custom Marble, Inc. Millstadt, Ill.
Dirk Foster Mineral Wells, Texas
Interior Commercial Installation, Inc. Brentwood, Calif.
Kootenai Hospital Coeur D’Alene, Idaho
Natural Stone Countertops Huntsville, Ala.
Plastic Tops, Inc. La Habra, Calif.
Shad’s Custom Countertops, Inc. Windham, Maine
The Countertop Factory Anaheim, Calif.
The Top Shop, Inc. Denver, Colo.
Top Priority, Inc. Waipahu, Hawaii
Troy Granite, Inc. Pittsburg, Pa.
True Blue Surfaces San Antonio, Texas
University of North Carolina Chapel Hill, N.C.
ISFA CONTACTS
ISFA
P.O. Box 627
Ingomar, PA 15127 (888) 599-ISFA
www.ISFAnow.org
Executive Director
Nancy Busch (253) 691-0169
nancy@ISFAnow.org
Content Manager | Editor
Sarah Peiper (888) 599-ISFA
Sarah@ISFAnow.org
Operations Manager
Carol Wilhite (412) 487-3207
Carol@ISFAnow.org
Member Experience Coordinator
Samantha Winslow (888) 599-ISFA
Samantha@ISFAnow.org
Web/Database Administrator
Amy Kyriazis (412) 487-3207
Amy@ISFAnow.org
Administrative Assistant Kanani Camacho (888) 599-ISFA
Kanani@ISFAnow.org
Solid Surface Fabrication Trainer
Chris Pappenfort (417) 598-2390
Chris@ISFAnow.org
Contact information for ISFA’s board of directors can be found at www.ISFAnow.org/board-of-directors.
PLATINUM
AAA Adhesive
2020 Wild Acres Rd. Bldg. D
Largo, FL 33771 877-422-4583 www.aaaglue.com
ACS International 4775 South 3rd Ave. Tucson, AZ 85714 520-889-1933 www.acstone.com
Aetna Plywood Inc. 1401 St. Charles Rd. Maywood, IL 60153 708-343-1515 www.aetnaplywood.com
Akrilika
Svobody Str., 29 Moscow 125362 Russian Federation 79119451961 www.akrilika.com
Al-Badaha Company for Modern Industries P.O. Box 126444 Jeddah 23643 Saudi Arabia 966920002964 www.albadaha.com
Alf Noon for Modern Kitchen Co. P.O. Box 54210
Al Raboua, Sari St. Beside the Municipal Airport Jeddah 21514 Saudi Arabia 966 12 275 2309
Andres O’Neil & Lowe
212 N. Defiance St. Archbold, OH 43502 419-636-5050 www.andresoneilandlowe.com
Aristech Surfaces 7350 Empire Dr. Florence, KY 41042 859-283-1501 www.aristechsurfaces.com
BACA Systems 101 Premier Dr. Orion Township, MI 48359 248-791-3060 www.bacasystems.com
Better Vacuum Cups, Inc.
13841 Roswell Ave., Ste. K Chino, CA 91710 877-379-9909 www.greenbvc.com
Bill Barton 6131 Long Meadow Rd. McLean, Va. 22101 703-624-1191
BNP Media
210 Route 4 East, Ste. 203 Paramus, NJ 07652 201-291-9001 www.bnpmedia.com
Breton S.p.A. Via Garibaldi, 27 Castello di Godego 31030 Italy 3904237691 www.breton.it
Caesarstone US 1401 W. Morehead St. Charlotte, NC 28208 818-378-2667 www.caesarstoneus.com
Cambria USA 31496 Cambria Le Sueur, MN 56058 507-665-5003 www.cambriausa.com
CaraGreen, Inc. 1406 Transport Dr. Raleigh, NC 27603 919-929-3009 www.caragreen.com
CH Briggs Company 2047 Kutztown Rd. Reading, PA 19605 800-355-1000 www.chbriggs.com
Chemcore Industries, Inc. 5311 Fleming Court Austin, TX 78744 512-243-6823 www.chemcor.com
Chemical Concepts, Inc. 410 Pike Rd. Huntingdon Valley, PA 19006 800-220-1966 www.chemical-concepts.com
Colonial Saw 122 Pembroke St. Kingston, MA 02364 781-585-4364 www.csaw.com
Cosentino USA
355 Alhambra Cir., 10th Floor Coral Gables, FL 33134 786.812.0509 www.cosentino.com
Countertop Marketing Co. 402 Pequot Ave. #772 Southport, CT 06890 203-993-6676 www.countertopmarketingco.com
Covia Corp 9930 Kincey Ave., Ste. 200 Huntersville, NC 28078 800-243-9004 www.coviacorp.com
Crossville Inc. 349 Sweeney Dr. Crossville, TN 38555 931-456-2110 www.crossvilleinc.com
Dafanie Financial Group, LLC 850 Pacific St., Ste. 1162 Stamford, CT 06902 203-666-5560 www.bestburialins.com
Dal-Tile Corporation 7834 CF Hawn Frwy. Dallas, TX 75217 214-309-3162 www.daltile.com
Dixie Plywood & Lumber P.O. Box 2328 Savannah, GA 31402 912-447-7000 www.dixieply.com
Dongguan Kongder Industrial Materials Co. Room 3006-3007, G1 Building, Hongtu Rd. Nacheng District, Dongguan Guangdong 523071 China 8613925574811 www.dgkongder.com
Durasein USA 7030 Quad Ave., Ste. 3 Rosedale, MD 21237 877-771-7712 www.durasein.com
Durcon 206 Allison Dr. Taylor, TX 76574 512-595-8000 www.durcon.com
Dwyer Marble & Stone Supply 23177 Commerce Dr. Farmington Hills, MI 48335 248-476-4944 www.dwyermarble.com
Etemplate Systems, a div. of Tri-Tech 106 Wind Chime Ct. Raleigh, NC 27615 919-676-2244 www.etemplatesystem.com
Evans Midwest 11441 E. Lakewood Blvd. Holland, MI 49424 616-546-8225 www.evansmidwest.com
Evolv Surfaces 1208 Hensley St. Richmond, CA 94801 415-767-4600 #7230 www.evolvsurfaces.com
Fabricators Coach 309 Gassaway St. Central, SC 29630-9197 864-328-6231 www.fabricatorscoach.com
Federal Brace 710 E Catawba St., Ste. A. Belmont, NC 28012 877-353-8899 www.federalbrace.com
Flexijet North America 11223 Blair Rd. Charlotte, NC 28227 844-MY-FLEXI www.myflexijet.com
Duda Consulting 3601 Southwest River Pkwy. Portland, OR 97239 503-949-7738
BB Industries, LLC 4100 Appalachian Way Knoxville, TN 37918 800-575-4401 www.bbindustriesllc.com
Chintan Corporation 901, Mauryansh Elanza Shaymal Cross Rds, Satelite Rd. Ahmedabad 380 015 India 9825023859 www.neonnex.in
GEM Industries 5030 N. Hiatus Rd. Sunrise, FL 33351 954-749-1228 www.gem-industries.com
Gemstone 2040 Industrial Pkwy. Elkhart, IN 46516-5411 574-294-8899 www.gemstonesinks.com Companies
DuPont (Corian Design) 200 Powder Mill Rd. Wilmington, DE 19803 314-941-5179 www.corian.com
ISFA ASSOCIATE MEMBER DIRECTORY
Gluewarehouse.com
455 W. Victoria St. Compton, CA 90220
www.gluewarehouse.com
Granite Gold Inc.
12780 Danielson Ct., Ste. A Poway, CA 92064
858-499-8934
www.granitegold.com
GranQuartz
3950 Steve Reynolds Blvd. Norcross, GA 30093
800-458-6222 ww.granquartz.com
Groves, Inc.
818 Trakk Ln. Woodstock, IL 60098 815-337-9780 www.groves.com
Hallmark Building Supplies 901 Northview Rd., Ste. 100 Waukesha, WI 53188 800-642-2246 www.hllmark.com
Hyundai L&C USA
2839 Paces Ferry Rd. Ste. 1100 Atlanta, GA 30339
888-426-9421 www.hyundailncusa.com
IceStone LLC
63 Flushing Ave., #283, Bldg. 12 Brooklyn, NY 11205 718-624-4900 www.icestoneusa.com
Ignite Consulting Group 450 N. Addison Ave. Elmhurst, IL 60126 630-606-8055 www.hotsauceyourtops.com
INEOS Composites
5200 Blazer Pkwy. Dublin, OH 43017 614-790-2078 www.ineos.com
Infinity Surfaces
Via Giardini Nord 225, P.IVA : 00175990365 Pavullo Nel Frignano Modena 41026 Italy 39 0536 329322 www.infinitysurfaces.it
IPS Adhesives
455 W. Victoria St. Compton, CA 90220
604-850-1321 www.integra-adhesives.com
Jaeckle Distributors
4101 Owl Creek Dr. Madison, WI 53718 608-838-5400 www.jaeckledistributors.com
Karran USA - Plexicor USA P.O. Box 667 1291 East Ramsey Rd. Vincennes, IN 47591 410-975-0128 www.karran.com
Kohler Co. P.O. Box 899 Kohler, WI 50344 920-457-4441 www.kohler.com
Krion Solid Surface SA CTRA Villareal-Puebla De Arenoso KM1 Villareal 12540 Spain 34964506464 www.krion.com/en/
Laminam
156 State St. Boston, MA 02109
289-924-0394 www.laminamusa.com
Lapitec Via Bassanese 6 Vedelago 310503 Italy www.lapitec.com
Laser Products Industries, Inc. 1344 Enterprise Dr. Romeoville, IL 60446 630-755-5402 www.laserproductsus.com
LOTTE Chemical 6 Centerpointe, Ste. 100 La Palma, CA 90623 714-443-0964 www.lottechem.com
LX Hausys America Inc. 900 Circle 75 Pkwy. Ste. 1500 Atlanta, GA 30339 678-535-4113 www.lxhausysusa.com
Marble & Granite, Inc.
Meganite, Inc. 1461 S. Balboa Ave. Ontario, CA 91761 909-391-8886 www.meganite.com
Moksh Tech #1204, Pushpak Landmark Bldg., Near Titanium City Center, Anand Nagar Rd. Prahlad Nagar Ahmedabad - 380 015 India 3012522673 www.mokshcad.com
Moraware Inc. 13125 Welcome Way Reno, NV 89511 866-312-9273
www.moraware.com
MSI Surfaces
2095 N. Batavia St. Orange, CA 92865 www.msisurfaces.com
Natural Stone Institute
380 E. Lorain St. Oberlin, OH 44074 440-250-9222
www.naturalstoneinstitute.org
No Lift System
30485 S.E. Veterans Blvd. Estacada, OR 97023 503-212-4034 www.noliftsystem.com
NOW1 LLC 4180 Merritt Drive Cummings, GA 30041
Ollin Stone 301 E. Ball Rd. Anaheim, CA 92805 714-535-0800 www.ollinstone.com
Pacific Shore Stones 10220 Metropolitian Dr., Ste. A Austin, TX 78758 512-568-0649
www.pacificshorestones.com
Park Industries P.O. Box 188 St. Cloud, MN 56302 320-251-5077 www.parkindustries.com
InnoChem/Akemi
160 Candlewyck Dr. Avondale, PA 19311 www.akemi.com
270 University Ave. Westwood, MA 02090 781-915-1250 www.marbleandgranite.com
PinPoint Status 29750 Shaker Blvd Pepper Pike, OH 44124 2164005333 www.pinpointstatus.com
Plastiglas de Mexico SA Frente a la Estacion del Ferrocarril FFCC
Maciovio Herrera S/N Ocoyoacac 52740 Mexico www.piedmontplastics.com/ suppliers/plastiglas-de-mexico
Princeton Chemical Company 7030 Quad Ave., Ste. 3 Rosedale, MD 21237 877-778-6878 www.princetonchemical.com
Prodim Systems 7454 Commercial Circle Ft. Pierce, FL 34951 772-465-4000 www.prodim-systems.com
Pure Surfaces/ Basix Surfaces West 16411 Carmenita Rd. Cerritos, CA 90703 704-702-0441 www.pure-surfaces.com
PWI
7930 W. 1000 N. Nappanee, IN 46550 574-646-2015 www.pwiworks.com
RouterBitsNow 520-954-0534 www.routerbitsnow.com Companies listed in red are
Parson Adhesives, Inc. 3345 Auburn Rd., Ste. 107 Rochester Hills, MI 48309 248-299-5585 www.chromalok.com
Quote Countertops 11811 N. Tatum Blvd. #3078 Phoenix, AZ 85028 619-726-7660 www.quotecountertops.com
Regent Stone Products 2656 Quality Ct. Virginia Beach, VA 23454 800-624-8210 www.regentstoneproducts.com
Relang International, LLC, Durasein USA 7030 Quad Avenue, Suite 3 Rosedale, MD 21237 877-771-7712 www.durasein.com
Rock Doctor/ Apex Products, LLC 8333 Melrose Dr. Lenexa, KS 66214 913-894-0288 www.rockdoctor.com
ISFA ASSOCIATE MEMBER DIRECTORY
Sasso USA
220 N. Smith St., Ste. 414 Palatine, IL 60067
224-200-8004
www.sassousa.com
Schechner Lifson Corp. 4 Chatham Rd. Summit, NJ 07901
908-598-7813 www.slcinsure.com
Schultz Forming Products
2796 Loker Ave. W., Ste. 105 Carlsbad, CA 92010
800-822-2875 www.schultzform.com
Siom Marble & Granite Factory LLC
Sector 5, Emirates Industrial City P.O. Box 22149
Sharjah 22149 United Arab Emirates 97165422240 www.siommarble.com
SolidSurface.com
6641 N. Cibola Ave. Tucson, AZ 85718 520-247-3304 www.solidsurface.com
Stone Cloud
125 Walnut Dr. Tenafly, NJ 07670
201-776-6478
www.stonecloud.us
Stone Services Group
10308 S. Keeler Ave. Oak Lawn, IL 60453 815-210-1006
www.stoneservicesgroup.com
Swan Surfaces
200 Swan Ave. Centralia, IL 62801
800-325-7008
www.swanstone.com
Synchronous Solutions
3405 Rainbow Dr. Waxhaw, NC 28173 704-560-1536 www.synchronoussolutions.com
The Stone Collection 11935 N. Stemmons Fwy. #100 Dallas, TX 75206 972-488-5700 www.thestonecollection.com
TotalHousehold Pro 65A Walnut Hill Rd. Bethel, CT 06801 203-733-1276
www.pro.totalhousehold.com
US Surfaces
4601 Spicewood Springs Rd., Bldg. 1, Ste. 100 Austin, TX 78759 512-454-2229 www.ussurfaces.com
Vendura 1202 Femrite Dr. Madison, WI 53716 262-613-0225 www.vendura.com
Vicostone USA
11620 Goodnight Ln., Ste. 100 Dallas, TX 75229 972-243-2325 www.us.vicostone.com
Water Treatment Solutions
6 Merrill Industrial Dr. Hampton, NH 03842 603-758-1900 www.watertreatmentonline.com
Welnest
350 South St. McSherrystown, PA 17344 844-935-6378 www.welnest.net
Willis 1149 Pioneer Rd. Burlington L7M 1K5 Canada 289-775-5814 www.4willis.com
Wilsonart
2501 Wilsonart Dr. P.O. Box 6110 Temple, TX 76503-6110 800-433-3222 www.wilsonart.com
Wood Stock Supply Inc. 4705 S. I-90 Service Rd. Rapid City, SD 57703 605-341-6900 www.woodstocksupply.com
ZOLLER Inc.
3900 Research Park Dr. Ann Arbor, MI 48108 734-332-4851 www.zoller.info/us/home
TITAN 3000 CNC Router Series by Park Industries
Get more done with the industry’s leading CNC router. The TITAN 3000 CNC Router Series from Park Industries features unmatched productivity with fast tool changes and speedy out of cut movements. With flexible water control, exceptional build quality and precise accuracy, the TITAN is the top choice for high-speed polishing with ease and reliability. Offering a large, heavy-duty table, the TITAN provides you the freedom to load up a table full of parts, hit go and walk away while it efficiently finishes countertops, vanities and more. Route, shape and polish stone with lower costs and
Levanté Aluminum Architectural Components
Levanté Aluminum Architectural
Components, offered by Hallmark Building Supplies, Inc., is a unique aluminum architectural component system. Levanté components are versatile pieces that can be combined to create one-of-a-kind environments. No matter what the application, facades, privacy fencing or decking — the possibilities are endless.
Levanté Aluminum is a lightweight, easy-to-use component system. Requiring no special fasteners, the components are versatile and engineered to work together requiring only basic hand tools to install, saving time and labor. Levanté finishes are low maintenance and will elevate any residential or commercial project. Levanté offers a lush, unique authentic wood grain aesthetic that will live on with no need to ever refinish with paint or stain, elevating any residential or commercial project. Available in three colors: Toasted Marshmallow, Moonlight Kiss and Twilight Sun. Levanté can be installed horizontally, vertically, or on an angle. The only limit is your imagination! For more information, visit www.levantealuminum.com.
Rock Doctor Stone Care Products
maximum uptime on a TITAN CNC Router from Park Industries. Learn more or request a quote at: www.parkindustries.com/titan.
Rock Doctor stone care products have been in the marketplace for over 25 years and are all top-rated products that protect and beautify all stone surfaces. Known for product quality, Rock Doctor will keep stone surfaces protected and looking like new for many years. The complete line of cleaning products is available for wholesale distribution across the United States and Canada. Refer to our stone care blog on our website for insightful information on stone care in your home or business. Some helpful blog examples:
• Cleaners you should never use on granite countertops.
• Six reasons to choose quartz countertops.
• Ten substances that will stain stone counters.
• When to hire a pro to repair your granite.
• Marble care guide.
• Tips for cleaning natural stone backsplashes. For more information visit their website at www.rockdoctor.com or follow on Twitter, Instagram and Facebook @rockdoctorrx.
PRODUCT NEWS
SolidSurface.com
Surfacing Adhesives
New for 2022, SolidSurface. com introduced a line of adhesives which are available in 16 colors. This adhesive line provides superior color matching with materials offered by Corian, Avonite, Livingstone, LX HI-MACS, Wilsonart, Formica, Staron, Hanex, Meganite and others. The MMA acrylic formulation provides superior strength for both solid surface and quartz materials while also providing an even and consistent cure. It’s easy to apply and ensures aesthetically pleasing seams. This product is GreenGuard Certified and low-VOC. SolidSurface.com adhesives are available in the Sulzer Mixpac cartridge that fits all standard dispensers in the marketplace. A case contains 20 cartridges (order quantity is per unit). One cartridge will dispense approximately 40 feet of a ¼-inch bead of adhesive. SolidSurface.com adhesive is manufactured and packaged in the USA. For more information about SolidSurface.com and its line of surfacing adhesives, visit www.solidsurface.com/solidsurfacecom-surfacing-adhesive. Pro Tip: ISFA members can register for program discounts here: www.solidsurface.com/customer/ account/create/proregister/1/
A Color-Matched Adhesive System You Can Count on
ChromaLok color adhesives is Parson Adhesives’ line of highquality, color-matched adhesives specifically designed for the surfacing industry. These adhesives are available in over 145 colors and specifically designed for laminating and v-grooving; and mitering for solid surface, granite, quartz, marble and porcelain surfaces. ChromaLok can match Corian, HiMacs, Staron, Avonite, Silestone, Caesarstone, Italstone and Okite Soapstone, just to name a few. ChromaLok color adhesives are available in both 250 mL and 500 mL cartridges. The dispensing system provides consistent results, invisible seams, high overlap shear strength, UV stability (indoor and outdoor applications), quality sag control, superior opacity and more. For additional information, visit www.chromalok.com.
CounterGo by Moraware
CounterGo by Moraware is a straightforward drawing and estimating solution that allows fabricators to become more efficient, accurate and professional. This industryleading software makes quoting countertops possible in as little as three minutes, while taking the business side of a countertop shop to the next level. With clear communication, accurate and consistent pricing, as well as easy accounting using QuickBooks Integration, fabricators will quickly realize an increase in bid output and countertop sales. Learn more at www.moraware.com/ISFA.
Opportunity Knocks
By Joe Duszka, ISFA President
As we say goodbye to 2021 and look forward to the opportunities that a new year will bring, we find ourselves in a familiar setting, one with uncertainty and challenges. We are uncertain about how the current and future variants of COVID-19 will impact our lives. We are unsure how a tight labor market will affect our ability to serve our customers, and we are uncertain about how long the volatile supply chain issues will last.
The companies that face these challenges as opportunities will gain a competitive advantage over those that do not. Dr. Seuss said, “When something bad happens you have three choices. You can either let it define you, let it destroy you, or you can let it strengthen you.” As a matter, I choose the latter. (My rhyme game is strong!)
The one thing that we can be sure of, though, is that you are not alone in this fight. Use the current climate to strengthen your business. Through the International Surface Fabricators Association (ISFA), a whole network of fabricators, manufacturers, and suppliers represents what it means to find success.
ISFA MEMBERSHIP BENEFITS
Networking & Mentoring
ISFA was founded on the principle of members helping members. Now more than ever, it’s essential to stay connected and to surround yourself with a network of successful, positive influences and experiences.
• We have several in-person roundtables scheduled for 2022 at various locations across the U.S. These are great networking opportunities, typically one to two days in duration, and often include a shop tour and other educational opportunities.
• ISFA Mixers are monthly virtual meetups where members discuss current industry-relevant topics in an open and casual setting. (We generally fold a little fun in, too.)
• The ISFA Annual Conference is a fantastic event that provides educational and networking opportunities in a multi-day conference setting. Guest speakers share their insights and we celebrate the best of the best with an awards ceremony.
Education & Training
• ISFA offers customizable hands-on fabrication training for solid surface and other materials. Training is conducted in a shop setting so that participants learn proper tooling, shop layout, fabrication techniques and more. Participants earn ISFA certification by completing these courses.
If there is one thing that I have learned in my more than 17 years in this business, you do not need to reinvent the wheel. Our industry is full of amazing people who are willing to share what they have learned through their experiences, and they will be just as interested to hear what you have to share in return.
Tap into the resources available to you through ISFA and leverage the knowledge and experience of your fellow members. After all, ISFA’s mission is to help members improve safety, increase quality, encourage professionalism and elevate profitability by facilitating education, standards and camaraderie.
None of us can say for sure what 2022 has in store but hopefully, you know that you have a network to lean on. Leverage your membership and be active in the conversation; it makes ISFA a better association. If you are not a member of ISFA, I invite you to join today.
I am genuinely excited about the opportunities that 2022 will bring, and I look forward to seeing you at one of the many ISFA events we have planned this year.
• Behind the Surface podcasts and the Installing Profitability workshops are designed to elevate the industry and provide fabricators with strategies for success. If you haven’t tuned in yet, I encourage you to find this podcast on a streaming channel of your choice. Listen in and join the workshops, which are free for ISFA members.
Additional Resources
• Visit www.ISFAnow.org to access our members-only webinar library, facility tour library and ISFA’s Classification and Standards for solid surface and quartz.
• Countertops & Architectural Surfaces magazine is published quarterly with a fifth edition, an annual Buyers’ Guide released each Fall. Subscriptions are free for ISFA members.
• www.surfacesmagazine.com, the digital hub for Countertops & Architectural Surfaces magazine, provides the latest industry news and other featured articles to keep you up-to-date in between magazine issues.
• Surfacing News is ISFA’s monthly newsletter designed to help you stay updated on the latest news, events and resources relevant to the decorative surfacing industry. If you’re not receiving this informative newsletter, sign up today by visiting ISFAnow.org.
• ISFA’s weekly members-only newsletter keeps you informed on the latest ISFA news and events.
