ISFA's Countertops & Architectural Surfaces Vol. 15, Issue 1

VOLUME 15 / ISSUE 1 • QUARTER 1, 2022 • SINGLE ISSUE $14.95

The Future is Bright

Despite challenges all around us, rise to the occasion and color your world with endless possibilities.

THE OFFICIAL PUBLICATION OF THE INTERNATIONAL SURFACE FABRICATORS ASSOCIATION

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.

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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

Laminam

Caesarstone

Lapitec

CaraGreen

LOTTE

Corian Design

LX Hausys

Cosentino

Meganite

Coverings ETC

MSI Surfaces

Crossville

Nelson Tile and Stone

Daltile

Neonnex

Durasein

PaperStone

Durat

Reuters

elementAl

Richard Barlow Photography

GEOS

SBREAD Agency

Gilasi

US Surfaces

IceStone

Yuzhu Zheng

Infinity Surfaces

Vadara

INEOS Composites

Vicostone

IPS Adhesives

Wilsonart

Kelley Carey Photography

POSTMASTER: Send address changes to: LSC Communications c/o Countertops & Architectural Surfaces magazine 3401 Heartland Drive Liberty, MO 64068

THE OFFICIAL PUBLICATION OF THE INTERNATIONAL SURFACE FABRICATORS ASSOCIATION

CONTENTS

FEATURES 15 Supply Chain Update

A forecast for the surfacing industry plus strategies

15

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

33 28

Bend, Oregon, fabricator realizes growth opportunities by going the extra mile for their customers.

38 Solid Surface Meets Marble The marvel of marble. The performance of solid surface.

DEPARTMENTS 8

Editor’s Note

10 Calendar of Events

24

34 38 COVER PHOTO

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

NEW SOLID SURFACE INNOVATIONS

Follow us on social media!

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

@ISFAnow.org

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@ISFAnow @ISFAnow @ISFA

International Surface Fabricators Association • Vol. 15 / Issue 1 • 7

EDITOR'S NOTE

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

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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.

International Surface Fabricators Association • Vol. 15 / Issue 1 • 9

CALENDAR OF EVENTS

2022

NSI Stone Summit March 10 Albuquerque, N.M. www.naturalstoneinstitute.com 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

ISFA Mixer June 29 7:00 p.m. ET Virtual www.ISFAnow.org

NSI Stone Summit May 4 Omaha, Neb. www.naturalstoneinstitute.com

ISFA Installing Profitability Workshop Part 10 Planning for Growth July 13 2-3 p.m. ET Virtual www.ISFAnow.org

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 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

NSI Stone Summit July 20 Chicago www.naturalstoneinstitute.com

Cersaie September 26-30 Bologna, Italy www.cersaie.it

ISFA Mixer July 28 7:00 p.m. ET Virtual www.ISFAnow.org

Marmomac September 28-October 1 Verona, Italy www.marmomac.com

ISFA Solid Surface Training August 9-11 San Antonio, Texas www.ISFAnow.org

ISFA Mixer September 29 7:00 p.m. ET Virtual www.ISFAnow.org

ISFA Installing Profitability Workshop Part 11 Pricing Strategies August 10 2-3 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 Mixer August 18 7:00 p.m. ET Virtual www.ISFAnow.org

ISFA Annual Conference October 17-19 Clearwater, Fla. www.ISFAnow.org

ISFA Roundtable August 23-24 Seattle www.ISFAnow.org International Woodworking Fair August 23-26 Atlanta www.iwfatlanta.com

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.

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International Surface Fabricators Association • Vol. 15 / Issue 1 • 11

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 12 • Vol. 15 / Issue 1 • International Surface Fabricators Association

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

International Surface Fabricators Association • Vol. 15 / Issue 1 • 13

IN THE INDUSTRY 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

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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.

IN THE INDUSTRY

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

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

are entering their local fabrication shops, big box stores and

centers, big box stores such as Home Depot or Lowe’s, or at

design centers to peruse samples and choose materials for

the site of fabrication. Each time that slab moves from one

the new kitchen or bathroom of their dreams. Very few can

point in the supply chain to another, there are transportation

even comprehend the journey a countertop will have to make

and storage costs involved as well as profit margins that need

from creation to delivery or consider how the supply chain

to be met to make the businesses viable. This adds up to the

affects timelines and budgets. Of course, that was until the fall

end consumer paying between $75-$150 per square foot for a

of 2021, when the words “supply chain challenges” were in

product that originally cost much less to manufacture.

everyone’s vocabulary, and consumers everywhere could see

In North America, most of these products, especially

the effects when they went to grocery or home goods stores.

quartz surfaces, are manufactured overseas in countries like

From Factory to Installation We can’t talk about how supply chain challenges affect the

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

surfacing industry without first looking at how engineered

warehouses. But as we’ve seen repeatedly in the news recently,

surfaces such as quartz and solid surface are made. These

that system has been anything but efficient.

products are all called engineered surfaces because they are

The cost of an ocean container shipment from Asia to

manufactured from a blend of chemical binding agents along

the United States has increased over 500% in the past year

with natural minerals to create unique surfaces with a specific

alone. Once the container hits land, it must be picked up at

set of features and benefits. These materials are manufactured

port and trucked to a warehouse for further distribution. And

in large global factories using a combination of chemical

guess what? Domestic trucking costs have increased almost

curing agents and heat to create durable products that can

30% year over year. These costs have to either be absorbed

be loaded into containers and into trucks and shipped to

by the distributor or fabricator, or they’re passed along to

distributors across North America. From there, the slabs are

the consumer. Costs aside, consumers and professionals are International Surface Fabricators Association • Vol. 15 / Issue 1 • 15

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

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 $5.00

USD per Gallon

$4.50 $4.00 $3.50 $3.00 $2.50 $2.00

Jan Feb

Mar Apr May Jun Jul Aug Sep Oct Nov

Styrene Spot Pricing 2021 $85.00 $80.00 $75.00

USD per Gallon

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

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$70.00 $65.00 $60.00 $55.00 $50.00 $45.00 $40.00

Jan

Feb

Mar Apr

May Jun

Jul

Aug Sep

Oct

PHOTO COURTESY OF REUTERS

IN THE INDUSTRY

Unseasonable tornadic weather in December of 2021 ripped through the central United States causing further disruptions in the supply chain.

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

February 2021: Winter Storm Uri left many unprepared for a cold snap that froze entire factories and crippled production in the chemical sector.

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 International Surface Fabricators Association • Vol. 15 / Issue 1 • 17

IN THE INDUSTRY Another way to insulate your business

products such as Lapitec and Dekton, while being manufactured overseas and subject

from stocking and supply issues is to

to shipping cost issues, are nonresin-based

minimize stock colors and increase

products and may not have some of the same

on-hand supply.

feedstock supply and related cost concerns as their quartz slab counterparts. Consider domestic manufacturers who might be able to

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’

minimize shipping costs and shorten timelines.

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

performance.

rising feedstock chemical costs. According to

Managing Expectations

of homeowners surveyed — 74% — agree that

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

a recent survey conducted by 3M, the majority 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

to offer as many colors as possible, but not every

weather events in 2021 including drought and

color is going to be readily available, and some

subsequent fires throughout California, Oregon

could take months to receive. By increasing

and other areas, and devastating flooding in

stock of your most popular colors, you can

Europe and China — all of which are directly

simplify your own supply chain and increase the

attributed to climate change. It’s up to everyone

availability of materials for your projects.

— consumers and professionals — to be

Lastly, distributors and fabricators should

aware of the causes behind these events, the

consider adding new materials into their

consequences they have on our industry, and to

offerings that could be less affected by some

pivot to strategies that minimize risk.

of these issues. As an example, sintered stone 18 • Vol. 15 / Issue 1 • International Surface Fabricators Association

C

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.

EDUCATION CONNECTION

Increase Your Potential with Suggestive Selling

By Frank Sciarrino increase your scope, increase your revenue

As someone often traveling from job site

and strengthen the relationship with

to job site, you’re in the market for a new pickup truck that doubles as your office.

your customers by being a sort of one-

The 2022 Ford F-150 has what you need:

stop shop. The add-ons or features are

a console that folds flat as a table for

usually of lesser value than the initial

your laptop and a tailgate that turns into

purchase; however, they aim to increase

a workbench. That tailgate even includes

the “register ring” and elevate customer

a place to put your mug of coffee and your

retention.

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.

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?”

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: • 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.

Even these classic fast-food queries:

• Offer to handle some of the plumbing: Reconnecting

“Would you like fries with that?”

plumbing at the time of installation can save your customer

“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

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

restaurant are typically quite good with this sales technique,

durability against extra and sudden weight.

particularly when they’re telling you about the specials,

• And, like the appliance and electronics industries, help

pushing appetizers and desserts, or suggesting a wine that’ll

your customer understand the common accidental damages

pair perfectly with the ribeye you ordered.

that can occur to surfaces and offer coverage that gives them

The purpose of suggestive selling — or upselling — is

peace of mind. For stone and quartz counters, for example,

to increase the customer’s final purchase package and bring

the Granite Gold Protection Plan covers accidental damage

more revenue to the business. By offering additional products

such as household stains, chipping, pitting, scratches, etches,

or services to increase the value of the overall sale, you can

hard-water marks and deposits, cracks, and caulking, grout

20 • Vol. 15 / Issue 1 • International Surface Fabricators Association

EDUCATION CONNECTION and joint expansion. Plan providers also typically handle all customer service needs, alleviating fabricators’ workflow if or when a customer 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.

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.

C International Surface Fabricators Association • Vol. 15 / Issue 1 • 21

SUSTAINABILITY MATTERS

Sustainability: A Holistic Approach

By Paul “Max” Le Pera Addressing these issues for our

Sustainability is a term most of us hear every day with increasing frequency,

members is woven into the very mission

typically referred to in light of the effect we

of ISFA. ISFA exists to help fabricators

have on the the environment. This includes

and other industry professionals increase

renewable energy, water stewardship

product quality, improve safety measures,

and the preservation or conservation of

encourage professionalism and elevate

natural resources. But sustainability is a

profitability by facilitating education,

term that has tendrils in most every area of

standards and camaraderie. ISFA values

our personal and professional lives. These

innovation, dependability, trust, honesty,

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

ethics and serving others above all else.

In 2022 and beyond, ISFA is committed to forming a sustainability committee. The

• Recycling despite lack of municipal or state mandates to do so.

• Preventing pollution and ground contamination.

• Conserving and recycling water and

charge will be to systematically address the

investing in renewable energies.

various pillars of sustainability mentioned

• Demonstrating financial

above. Indeed, there will be strong focus

stewardship to ensure funding for

on the four R’s: reduce, recycle, reuse and

sustainably responsible projects.

reform. Manufacturers, distributors and

• Managing our people and culture to

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:

change situations, but at what cost and for how long? Questions of capacity for change, competencies, core values, integration, stated goals and personal

• Embracing new products and formulations aimed at mitigating health risks.

• Establishing standards which elevate

beliefs are among some of the more critical

transparency and disclosure.

inputs that need to be considered when

• Encouraging products with recycled,

embracing a sustainable way of being.

repurposed or reformed raw materials.

22 • Vol. 15 / Issue 1 • International Surface Fabricators Association

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

If policies and practices are the byways

where all decisions will

on which a business chooses to travel,

align with a corporate

then leadership is the engine to establish

mission statement that

and maintain the momentum.

focuses on sustainable practices. Companies must instill this guiding light because without it, alignment tends to

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?

This is a journey, not a race. We must all walk

dissipate, thereby creating imbalance, confusion,

together, set a fair pace, and leave the planet —

and ultimately, a sense of unease and/or distrust

our land, oceans and air — to those who did not

in the company.

ask to be here, but were invited to be and thus

Sustainable leadership requires intention and a commitment to alignment with the company’s mission. Strong leaders create future leaders,

deserve at least as good, if not a better home than we all inherited.

ISFA’s organizational commitment to holistic

and highly effective sustainable leadership is at

sustainability is a fresh new chapter for us. We

the very core of what ISFA will be focusing on to

will journey together and bring innovative ideas,

serve our members in countless new ways.

options, solutions and eventually initiatives. ISFA

Finally, I’d like to appeal to the “family” in our family businesses. Consider this: Do future

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.

is happy to have you on board because we know you’ll agree that sustainability matters. C

International Surface Fabricators Association • Vol. 15 / Issue 1 • 23

High Profile Interior Designer Gives Her Kitchen the Star Treatment Each item sourced for a project, even down to the finishes, should

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

be as pleasing to the

allowed Smith to turn her creativity toward

eye as it is resilient to

revamping the kitchen of her Mediterranean-style

high-volume use.

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

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

and Mark-Paul Gosselaar, to name a few. Her

be as pleasing to the eye as it is resilient to high-

many years of experience heading two design

volume use.

firms, Gaga Designs and Shalena Smith Interior

Since the kitchen plays such an integral part

Design, meant Shalena was more than capable of

of Shalena’s and her family’s lives and serves as

bringing the kitchen of her dreams to life.

the center of their home, she wanted the finishes

24 • Vol. 15 / Issue 1 • International Surface Fabricators Association

and surfaces used throughout the high-traffic

abundant space. During the process, Smith made

area to be durable, easy to clean, and visually

sure to create a layout that would allow her to

was not practical for

appealing — a balance she works to reach within

repurpose the old cabinets, as they were well

an active family and

her clients’ homes as well. Smith structured the

made and still in great shape. Smith removed

the finishes further

design to best serve the needs of her family by

an L-shaped peninsula, replacing it with an

using elements of biophilic design, bringing

enhanced island. It helped to increase storage in

in more natural light, and changing the color

the kitchen – freeing up valuable counter space

palette in the kitchen.

and reducing clutter. The now wired workspace

The existing kitchen

dated its look.

The Glow-up She began by reconfiguring the oddly positioned kitchen to better capitalize on its

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.

International Surface Fabricators Association • Vol. 15 / Issue 1 • 25

The old appliances were replaced with a matching KitchenAid

presented with various quartz samples. Smith decided on Vadara’s

suite, and a new Zephyr cooktop vent hood was installed as

Marbella, a white base covered in intricate gray and taupe veining

well. Smith also added a Balance Precis sink in SILGRANIT

that resembles the innate beauty of marble for her countertops.

Anthracite — completing the look with a Graff Perfeque Pull

Gloria of Planet Stone recalled, “We’ve built a great relationship

Down Kitchen Faucet. To brighten the space, Smith added

working with Shalena over the years; she often recommends

updated lighting fixtures from Hudson Valley Lighting.

quartz to her clients. That’s why it was no surprise that she chose

Next, Smith looked to update the surfaces and finishes

Vadara quartz for her own kitchen renovation. Vadara is an

within the space. She started by replacing the old flooring with

excellent surfacing material for those who love the look of natural

luxury wood-look tile from A&W Rugs and Carpets, which

stone but desire durability and ease of maintenance.” The new

brought a sense of warmth to the kitchen. She then turned her

surfaces help to fuse the overall aesthetic of the kitchen, resulting

attention to the countertops and backsplash. For Shalena, these

in a clean updated look.

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

A Fairy Tale Ending Like many during the pandemic, celebrity interior designer

quartz are unmatched. For Smith, selecting the material for her

Shalena Smith used the unforeseen downtime to renovate her

own home was a no-brainer.

home. She focused on creating a more inviting kitchen that

Smith was first introduced to Vadara, a manufacturer of

her family would love. The new layout, refurbished cabinets,

artisan quartz surfaces, over five years ago while working with

upgraded flooring and custom island were excellent additions

a client. She was delighted to find that the material perfectly

to Smith’s kitchen, but the quartz surfaces are breathtakingly

mimicked natural stone while it was both easy to maintain and

beautiful and completely steal the show. Her family can now

sanitize. Unlike natural stone surfaces, quartz doesn’t require

enjoy the better functionality of their new space, and Shalena

sealants and is stain resistant — making it a superior option

can have the peace of mind knowing that the countertops in

for busy families.

her bustling kitchen will serve her family well for many years

Shalena visited her trusted stone fabricator, where she was 26 • Vol. 15 / Issue 1 • International Surface Fabricators Association

to come.

C

SOLID SURFACE FABRICATION TRAINING Learn from the best with customizable coursework.

• • • • • • •

PRODUCT ORIENTATION SAFETY TOOLING SHOP LAYOUT FABRICATION INSTALLATION AND MORE!

FOUNDED BY FABRICATORS FOR FABRICATORS To learn more about ISFA’s training program and the benefits of membership, visit www.ISFAnow.org.

PROUDLY SERVING OUR MEMBERSHIP SINCE 1997

International Surface Fabricators Association • Vol. 15 / Issue 1 • 27

NEW

& MATERIALS & MATERIALS 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

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

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

stone: the roots beneath the earth. The pleasantly riveting

creates advanced

aesthetic of this material emits a universal energy as if displaying

surfacing materials

the divine connection among all aspects of life. Through colors,

for interior and

patterns and immaculate design, this stone brings forth oneness

exterior

in the most beautiful of displays — and can be backlit to further

commercial and

intensify the melodic effects of this harmonious material.

residential

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

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

symbol of

modern looks, classic styles, and soft and bold neutrals to make

constant creation.

each designed space unique and memorable.

Shaped by the

Corian Design has recently added exciting new colors to its

ceaseless force of

Corian Solid Surface line including Carrara Crema and Carrara

the wind and flow

Lino, which are inspired by marble, featuring prominent veins on

of water, caressed

cool and warm backgrounds. To learn more, visit www.corian.com.

by the passing of time over vast distances, every pebble is one of a kind, a handful

Silestone Sunlit Days by Cosentino

of nature that you can hold. It makes the greatness of the world

Silestone Sunlit Days is the industry’s first carbon-neutral

more tangible. The Pebbles Collection by Caesarstone embodies

collection. Created with the new HybriQ by Silestone technology,

the bigger essence of these small stones, crafted into five organic

the collection also uses 99% reused water, 100% renewable electric

designs that celebrate never-ending transformation. A palette of

energy and 20% recycled raw materials in its new composition.

28 • Vol. 15 / Issue 1 • International Surface Fabricators Association

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.

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

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 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/.

International Surface Fabricators Association • Vol. 15 / Issue 1 • 29

Eco-Terr Potomac by Coverings ETC

GEOS (Re)Surfaces

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.

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/.

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.

30 • Vol. 15 / Issue 1 • International Surface Fabricators Association

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

Infinity Surfaces’ Cucina Alta Made in Italy,

Surface’s newest

Infinity slabs can be

introduction, Pietra

applied to indoor

Collection, evokes the

and outdoor walls

rugged and organic

and floors, and

look of natural stone.

transformed to

The collection’s three

create decorative

colors — Brina, Calda (shown here) and Notte — bring an

furnishing items and

aesthetic of understated luxury and are versatile enough to meet

countertops. Infinity

the design requirements of multiple commercial interior spaces.

has developed the exclusive Natura-Vein Tech technology, an

Brina’s frosty allure adds a touch of luxury to modern,

innovation that allows a perfect and controlled sedimentation of

industrial and transitional spaces. Its light gray and soft white

minerals during the production process, crossing the entire

tones, rich texture and intricate veining yield a sophisticated

thickness of the slab, obtaining perfect consistency between

appearance. Calda’s ivory and soft white hues deliver warmth and

surface and mixture as seen here in this stunning kitchen, which

design versatility. Its long veins gently ebb and flow in both width

features Cucina Alta. To find out more about Infinity Surfaces,

and tonality, revealing a gentle wavelike pattern. Rugged and dark,

visit www.infinitysurfaces.it.

Notte makes a dramatic statement as long, whisper-white veins expand and condense across an urbane black surface, creating

Laminam Launches Four New Surfaces

light undertones and an inviting look.

Laminam

As a nonporous surface, Pietra Collection offers exceptional

launched four new

maintenance, cost savings and hygienic advantages. Learn more at

surfaces to its

www.lghausysusa.com/hi-macs.

ceramic slab line: Ardesia a Spacco

IceStone’s White Pearl

in two primary colors, Bianco

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

(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

made for the circular economy. It is also the safest type of

color to their dramatically

material to fabricate as it doesn’t contain harmful silica.

veined — and now crystalline

Pictured here is White Pearl. For more information, visit

silica-free — Musa collection.

www.icestoneusa.com.

Bianco Giulia joins Bianco International Surface Fabricators Association • Vol. 15 / Issue 1 • 31

Vittoria and Elettra as the latest sintered stone innovation. Giulia is

surface applications in both

made of 100% minerals but the introduction of Lapitec’s new

residential and commercial

patented mineral, Biorite, makes the material completely

environments. Calacatta

crystalline silica-free. Biorite also further enhances the definition

Bolina offers the look of

of the veining and coloring in the slabs.

marble with the durability

The Musa Collection retains the dramatic veining patterns

and low maintenance of

throughout the full thickness of the slabs, giving it broad versatility

quartz. Select from 2 cm

in the design of flooring, walls, facades, and the cladding of kitchen

and 3 cm slabs for design and installation flexibility.

and bathroom tops. Resistant to scratches, sudden temperature

Visit www.msisurfaces.com/quartz-countertops/ to view the

changes and chemicals, Lapitec is easy to clean thanks to its

latest Q natural premium quartz products.

nonporous surface. For more information, go to www.lapitec.com.

Neonnex

LivingStone Solid Surface by US Surfaces

Neonnex Acrylic Solid

LivingStone works

Surfaces brings dreams and

smarter to offer

creativity into reality without

high-performance solid

compromising beauty or

surface sheets and sinks

performance. The range of solid

at prices other leading

surface is highly admired by

brands don’t match.

clients because of its

Their Smart Palette

incomparable features like compact design, high durability,

offers the most requested colors and patterns for today’s

attractive finish and longer service life. For more information,

commercial and residential projects — a versatile collection of

visit www.neonnex.com.

unmatched value large enough to coordinate with any project, yet small enough to provide exceptional value.

Learn more at www.livingstonesurfaces.com.

PaperStone’s Honey PaperStone Recycled Paper

Meganite’s Terrazzo-Inspired Solid Surface True Terrazzo

Composite Surfacing is a silica-free alternative to quartz and granite. With the push

captures the classic

toward healthier materials and

authentic look of

long-wearing durable surfaces,

natural terrazzo in a

PaperStone has found a calling

modern design that

as a heavy-duty solid surface

reveals an extraordinary

known for its performance, its

aesthetic potential and

warm touch, its contemporary appearance, and its environmental

unprecedented versatility in daily use. Compared with original

sustainability. Made from 100% post-industrial recycled paper,

terrazzo tiles, the critical advantage lies with all the fundamental

PaperStone is highly resistant to scratching, staining and

functionality of Meganite’s standard solid surface. The main

chemicals. Used for countertops, cladding, furniture and more,

attributes of nonporous and seamlessness established the ideal

Honey adds a beautiful light and lovely hue to PaperStone’s

functional appliance of the material. Discover more about

existing Designer Color collection. See the full collection at

Meganite at www.meganite.com.

www.paperstoneproducts.com.

MSI Surfaces Presents Calacatta Bolina

Radianz: Cirrus Prestige Collection

The cool, white background of MSI’s Calacatta Bolina quartz

Inspired by the enduring beauty and luxurious look of

fuses beautifully with liquidlike veins flowing across the

precious metals, LOTTE introduces the newest colors in its

marble-look surface for a dramatic effect. Create standout

Cirrus Prestige Collection of Radianz quartz surfaces.

32 • Vol. 15 / Issue 1 • International Surface Fabricators Association

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.

International Surface Fabricators Association • Vol. 15 / Issue 1 • 33

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

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

downturn, he managed to grow the company

displaying dealer, showing tile from a small

and stay busy. He began to see a lot of solid

showroom. He began to acquire some Pacific

surface and slab countertops showing up in the

Northwest tile vendors. Around this time, he leased

marketplace, and at the time, he subbed that work

another small shop and started working with stone

out to a fabricator. When that fabrication business

countertops. Chris learned the trade from the

34 • Vol. 15 / Issue 1 • International Surface Fabricators Association

FABRICATOR PROFILE

The team at Nelson Tile and Stone goes the extra mile to make their showroom experience the best in town.

ground up, learning from his mentors and industry

we want to make sure people

connections. When another nearby stone shop

understand that we’re a full-

shuttered, he purchased their used equipment.

service operation with all kinds

Within a year, he expanded to a more extensive

of offerings,” said Jennifer.

showroom.

“We have plans to brand our

The new location, where Nelson Tile and Stone

showroom as a kitchen and bath

currently resides, was completely renovated by Chris

destination so that we reach a

and his team. They’re now able to show both tile and

wider audience. We’re not just

stone samples from their showroom. Three years

tile and stone anymore.”

later, Jennifer joined Chris, bringing her knowledge

Outside of tile, Nelson Tile

of plumbing to the business. By 2017, this growth

and Stone primarily work with

led to system upgrades throughout the company;

natural stone and quartz, but

the Nelsons added a Northwood FabCenter to the

they also work with granite,

production line and LPI’s LT-2D3D laser templator.

porcelain and others. “We do

They installed Moraware software to support growing about 30 kitchens per month,” sales. In addition, a large inventory of slabs was

said Chris. “About 75% of our

added to the back of the property where people could

jobs use quartz. Our market

shop local instead of driving three hours to Portland.

is mostly retail and residential, where we can take

Meanwhile, Jennifer focused on making sure

a greater market share. And with a background in

every client got a full-service treatment by adding

tile, we have a unique advantage of being able to do

plumbing fixtures, installation and all peripherals

a large format porcelain slab on shower walls.” Their

needed to complete a kitchen remodel. Today, Nelson widened scope with plumbing pays off, too. “A typical Tile and Stone employs 12 people and has outgrown

job has us demo-ing the shower, having the plumber

its current space, so they’ve purchased land nearby

come in to move plumbing, and then we return to

to build a new production facility and showroom.

finish the walls and tile the floor for a pretty fast

They expect to complete this expansion in late 2022.

turnaround on the project,” added Chris.

They have high hopes for the new space, and they’re

“We’ve seen major growth from offering limited

thinking strategically about how they attract their

square footage material in popular colors. We have

customers. “Nelson Tile and Stone is our name, but

six colors we show, and we probably use them on 80% International Surface Fabricators Association • Vol. 15 / Issue 1 • 35

FABRICATOR PROFILE

They project-

of our jobs,” said Jennifer. “That way, customers can

themselves to handle the entire scope of a remodel.

see the whole slab at once, instead of a small sample.

Located in the middle of Oregon, Nelson Tile

manage the

Once we walk them to the area, we often return with

and Stone is about two to three hours away from the

plumbing and

a sale. Our colors are varied enough that one will

major cities in the state. Their service area covers

sometimes even the

usually be the winner. We’re very intentional about

about 30 miles with a population of about 150,000.

the colors we offer, which has translated to sales very

“There are several fabricators in our area; I’d estimate

well. Jobs run smoother. It has cut down on supply

15 shops,” said Chris. There are only two shops that

issues by having material in stock. Our vendor can

take care of the plumbing, tile and countertops. This

cabinetry. Nelson Tile and Stone has positioned

better keep track of supply levels for us, and since

gives the Nelsons an edge with clients who need

themselves to

most vendors are over three hours away, this has

full service. They appreciate being able to do it all in

handle the entire

been a terrific advantage.”

one place. “Providing a turnkey experience seems

scope of a remodel.

“We’re a pretty strong partner with MSI,” said

to be important in these remodels,” added Jennifer.

Chris. “They’ve done a great job keeping styles

“Before we did things this way, it was common to

current and pricing fair. Since their strength is in

run into problems where the client hadn’t considered

larger volume pricing, our square footage program

the whole process, and so they’d be left holding the

has worked well. Currently, the warmer colors and

bag and looking for a service, such as a plumber, late

marble looks have been the strongest sellers with our

in the game.”

clients.”

It’s All About the Upsell About 80% of Nelson’s jobs have added products.

Staying at the Forefront “We love being in the kitchen and bath industry,” said Jennifer. “We go to KBIS every year so we can

They’ve created direct partnerships with plumbing

connect with vendors and learn about new products.

supply companies so that they can cut out the

It has been a game-changer for our business as it

middleman. Besides sinks and faucets, Nelson Tile

enables us to bring in new products that nobody else

and Stone can supply garbage disposals, air switches,

around us has; it sets us apart from the competition.”

instant hot water dispensers and more. They

For instance, Nelson has an island in the

project-manage the plumbing and sometimes even

showroom that completely lights up. Offering accent

the cabinetry. Nelson Tile and Stone has positioned

lighting, backlit products and other specialty details

36 • Vol. 15 / Issue 1 • International Surface Fabricators Association

FABRICATOR PROFILE elevates the typical install, says Jennifer.

a meaningful experience to connect with

to the market. It’s the disrupters that are

They’re the only vendor in Oregon that

other fabricators and industry experts.”

finding success in today’s market. And

offers the Pitt Cooking System, a cooktop

For Nelson Tile and Stone, finding

because we are still a fairly new industry,

with burners that mount directly on

success has always been rooted in

the countertop. They stock innovative

innovating and thinking outside the box.

sinks like Top Zero and all kinds of other

It’s what motivated their transition from

workstation options. Their showroom has

tile countertops to slabs, as well as adding

a boutique experience unlike anyone else

plumbing. While everyone else was letting

in their area. “It leaves the client feeling we

plumbing supply houses control the

have a good grip on the majority of their

pricing, the Nelson team was determined

kitchen and bath remodel,” said Jennifer.

to think differently. More control in those

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

areas made significant differences in how

showroom experience. It may not be

said Jennifer. “Because our market is close

smooth the jobs went and ultimately the

for every fabricator, but it’s worked

and competitive, connecting with other

margins of each job.

well for us.”

“We are also proud members of ISFA,”

shop owners who are not in our region

“Sometimes our industry feels safe

C

For more information about

has been a huge bonus. We’ve come away

from what other businesses are suffering

with valuable information from every

from like online sales, knockoffs and job

event we’ve attended with ISFA. This year,

minimizations because of automation,”

www.nelsontileandstone.com.

we made a point to go to the ISFA Annual

said Chris. “However, I think there are still

Chris and Jennifer Nelson can be reached

Conference for the first time, and it was

ways to innovate and be a little disruptive

at office@nelsontileandstone.com.

Nelson Tile and Stone, visit

International Surface Fabricators Association • Vol. 15 / Issue 1 • 37

Solid Surface Meets Marble The Marvel of Marble.

The Performance of Solid Surface.

By Joseph Elia It is well established that a marble

excessive maintenance. Wilsonart Solid

surface has the power to elevate and

Surface, for instance, delivers the

beautify any space. From dramatic veining

vibrancy of nature paired with the

to luxury sheens, marble countertops

performance of engineering.

continue to be synonymous with refined

Designs from Wilsonart are

taste and classic appeal. More recently, the

complete with seamless

pristine look of white marble is trending in

construction, impact resistance,

modern kitchens everywhere. White

and the peace of mind that every

marble offers softer veining and design

countertop will perform long into the

flexibility that fits a variety of styles and

future. Solid surface can also be installed

interior color palettes. Plus, with the rise of

as a backsplash to match the sophisticated

warmer tones for cabinetry and fixtures,

countertop with cohesive style. To top it all

white marble is the ideal choice in a bright

off, it is also more economical than

home or contemporary commercial space.

traditional marble due to its affordable

So why are people choosing solid surface to recreate the beautiful presence of white marble?

In short, today’s solid surface

installation and long-term maintenance costs.

Nature’s Beauty is Trending

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

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 high-

traditional marble, but the material is not

contrast allure of Statuario marble, this

without its drawbacks. Marble is composed

collection features distinctive structures

of organic stones and requires careful

and movement.

cleaning due to its porous nature. It is also

In the world of solid surface

susceptible to scratching and requires

countertops, the line between human-made

regular sealing.

engineering and natural stone is becoming

In contrast, solid surface is a highly

very blurred. As homeowners continue to

durable, repairable material and capable of

gravitate toward the look of nature,

withstanding everyday use without

Wilsonart is building its solid surface

38 • Vol. 15 / Issue 1 • International Surface Fabricators Association

Shown here: The Crafted Collection by Wilsonart, Monte Amiata 9911SS

Shown here: The Crafted Collection by Wilsonart, Monte Amiata 9911SS

portfolio with designs that more vividly

achieves this goal with designs that are

represent the beauty of marble. Wilsonart’s

indistinguishable from the on-trend

Crafted Collection illustrates this trend

elegance of white marble.

with dynamic veining structures that also mimic the calm movement of waves.

Continuous Innovation

C

To learn more about the Crafted Collection from Wilsonart, visit www.wilsonart.com/solid-surfaces.

The Crafted Collection featuring

Backsplash featuring Wilsonart’s Angel Falls 9223SS

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

The Crafted Collection: Cararra Emporio 9909SS International Surface Fabricators Association • Vol. 15 / Issue 1 • 39

PERSPECTIVES

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 40 • Vol. 15 / Issue 1 • International Surface Fabricators Association

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.

ISFA NEWS

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.

International Surface Fabricators Association • Vol. 15 / Issue 1 • 41

ISFA NEWS 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

42 • Vol. 15 / Issue 1 • International Surface Fabricators Association

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.

ISFA NEWS 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

Woodworking Industry and the National

marketing, and he

Association for Women in Construction.

attended Central

She has also acted as a Women In Stone

Michigan University

mentor.

where he earned his

her MBA from Concordia University in

in consulting with clients on how to

Wisconsin.

pick the best capital equipment for their

the years including the city of Atlanta’s

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

has helped hundreds of fabrication firms

McDermott serves as

lower their operating costs and increase

operations manager

productivity.

for McDermott Top

in 2018. Eric has won many awards over

founding partners of the Rockheads Group.

automation. Throughout his career, he

Travis

sold Premier Surfaces in 2017 and retired

the Wall Street Journal. Eric is one of the

fabrication business, as well as integrating

Director: Travis McDermott

surfaces companies in North America. Eric

Year; and Top 20 Workplaces in Atlanta by

Jim has specialized

in business administration and later earned

most profitable countertop and specialty

Magazine’s 2016 Stone Fabricator of the

For over 20 years,

of Massachusetts with a bachelor’s degree

into shaping one of the nation’s largest and

top entrepreneur in 2015; Stone World

MBA.

Kimberly graduated from the University

Jim has been a member of ISFA since

Shop in Jefferson,

2016, and he has served on the board of

Wisconsin. Having

directors since 2018. He is also a member

worked in many

of the Ancient Order of Hibernians, the St.

roles in the company over the past 16

John Paul II Society and Shrine.

years, Travis is well-positioned to lead

Associate Member Representative:

the McDermott teams across all aspects.

Jessica McNaughton

He is adept at all parts of the business,

Jessica

including best practices in fabrication, shop management, CAD and related software

McNaughton

programming, sales, inventory, installation

serves as president

and more. Travis is passionate about

at CaraGreen,

leadership and contributing to a thriving

a provider of

company culture; he prioritizes professional

sustainable building

development among his team members.

materials, including

Travis attended the University of

many alternative surfacing materials.

Wisconsin, where he earned a Bachelor

She has 20 years’ experience in sales,

of Engineering degree with an emphasis

marketing, business development and

in civil engineering. He worked as a civil

strategy. Previously the director of sales

is the president

engineer for two years before transitioning

and marketing at CaraGreen, Jessica has

and owner of

into the family business. Travis serves on

maintained her status as a LEED Accredited

Great In Counters

ISFA’s events committee, and he is an active

Professional since 2009 and she hosts a

in Smithfield,

champion for the association.

podcast, Build Green Live Green.

companies and their teams.

Director: Kimberly Homs Kimberly Homs

Rhode Island. She previously worked in sales and marketing for Cosentino North America and Kohler. She founded Great In

Associate Member Representative: Jim Callaghan

Jessica has a degree in electrical engineering from the University of Vermont and a master’s degree in business

Jim Callaghan is a sales director for

from the Ivey Business School at Western

GranQuartz, the largest distributor of stone

University. She is an active member of ISFA,

fabrication tools, equipment and supplies

and she served previously on the board of

of directors for industry-related associations

in the United States. He graduated from

directors.

including the Northeast American

Michigan State University with a degree in

Counters in 2003.

Kimberly has served on several boards

International Surface Fabricators Association • Vol. 15 / Issue 1 • 43

ISFA NEWS 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.

T H A N K S TO O U R 2 0 2 2 S P O N S O R S PLATINUM

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.

Carrara Marble Company of America, Inc. Industry, Calif.

Top Priority, Inc. Waipahu, Hawaii

Counter-Form LLC Marshfield, Wis.

Troy Granite, Inc. Pittsburg, Pa.

Custom Marble, Inc. Millstadt, Ill.

True Blue Surfaces San Antonio, Texas

Dirk Foster Mineral Wells, Texas

University of North Carolina Chapel Hill, N.C.

GOLD

ISFA CONTACTS ISFA P.O. Box 627 Ingomar, PA 15127 (888) 599-ISFA www.ISFAnow.org

Member Experience Coordinator Samantha Winslow (888) 599-ISFA Samantha@ISFAnow.org

Executive Director Nancy Busch (253) 691-0169 nancy@ISFAnow.org

Web/Database Administrator Amy Kyriazis (412) 487-3207 Amy@ISFAnow.org

Content Manager | Editor Sarah Peiper (888) 599-ISFA Sarah@ISFAnow.org Operations Manager Carol Wilhite (412) 487-3207 Carol@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.

44 • Vol. 15 / Issue 1 • International Surface Fabricators Association

SILVER

ISFA ASSOCIATE MEMBER DIRECTORY Companies listed in red are ISFA 2022 Sponsors 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 BB Industries, LLC 4100 Appalachian Way Knoxville, TN 37918 800-575-4401 www.bbindustriesllc.com

Better Vacuum Cups, Inc. 13841 Roswell Ave., Ste. K Chino, CA 91710 877-379-9909 www.greenbvc.com

Colonial Saw 122 Pembroke St. Kingston, MA 02364 781-585-4364 www.csaw.com

Durasein USA 7030 Quad Ave., Ste. 3 Rosedale, MD 21237 877-771-7712 www.durasein.com

Bill Barton 6131 Long Meadow Rd. McLean, Va. 22101 703-624-1191

Cosentino USA 355 Alhambra Cir., 10th Floor Coral Gables, FL 33134 786.812.0509 www.cosentino.com

Durcon 206 Allison Dr. Taylor, TX 76574 512-595-8000 www.durcon.com

Countertop Marketing Co. 402 Pequot Ave. #772 Southport, CT 06890 203-993-6676 www.countertopmarketingco.com

Dwyer Marble & Stone Supply 23177 Commerce Dr. Farmington Hills, MI 48335 248-476-4944 www.dwyermarble.com

Covia Corp 9930 Kincey Ave., Ste. 200 Huntersville, NC 28078 800-243-9004 www.coviacorp.com

Etemplate Systems, a div. of Tri-Tech 106 Wind Chime Ct. Raleigh, NC 27615 919-676-2244 www.etemplatesystem.com

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

Crossville Inc. 349 Sweeney Dr. Crossville, TN 38555 931-456-2110 www.crossvilleinc.com

Cambria USA 31496 Cambria Le Sueur, MN 56058 507-665-5003 www.cambriausa.com

Dafanie Financial Group, LLC 850 Pacific St., Ste. 1162 Stamford, CT 06902 203-666-5560 www.bestburialins.com

CaraGreen, Inc. 1406 Transport Dr. Raleigh, NC 27603 919-929-3009 www.caragreen.com

Dal-Tile Corporation 7834 CF Hawn Frwy.

Dallas, TX 75217 214-309-3162 www.daltile.com

CH Briggs Company 2047 Kutztown Rd. Reading, PA 19605 800-355-1000 www.chbriggs.com

Dixie Plywood & Lumber P.O. Box 2328 Savannah, GA 31402 912-447-7000 www.dixieply.com

Chemcore Industries, Inc. 5311 Fleming Court Austin, TX 78744 512-243-6823 www.chemcor.com

Dongguan Kongder Industrial Materials Co. Room 3006-3007, G1 Building, Hongtu Rd. Nacheng District, Dongguan Guangdong 523071 China 8613925574811 www.dgkongder.com

Chemical Concepts, Inc. 410 Pike Rd. Huntingdon Valley, PA 19006 800-220-1966 www.chemical-concepts.com Chintan Corporation 901, Mauryansh Elanza Shaymal Cross Rds, Satelite Rd. Ahmedabad 380 015 India 9825023859 www.neonnex.in

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

GEM Industries 5030 N. Hiatus Rd. Sunrise, FL 33351 954-749-1228 www.gem-industries.com

DuPont (Corian Design) 200 Powder Mill Rd. Wilmington, DE 19803 314-941-5179 www.corian.com

Gemstone 2040 Industrial Pkwy.

Elkhart, IN 46516-5411 574-294-8899 www.gemstonesinks.com

International Surface Fabricators Association • Vol. 15 / Issue 1 • 45

ISFA ASSOCIATE MEMBER DIRECTORY Companies listed in red are ISFA 2022 Sponsors 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

IPS Adhesives 455 W. Victoria St. Compton, CA 90220 604-850-1321 www.integra-adhesives.com

Meganite, Inc. 1461 S. Balboa Ave. Ontario, CA 91761 909-391-8886 www.meganite.com

PinPoint Status 29750 Shaker Blvd Pepper Pike, OH 44124 2164005333 www.pinpointstatus.com

Jaeckle Distributors 4101 Owl Creek Dr. Madison, WI 53718 608-838-5400 www.jaeckledistributors.com

Moksh Tech #1204, Pushpak Landmark Bldg., Near Titanium City Center, Anand Nagar Rd. Prahlad Nagar Ahmedabad - 380 015 India 3012522673 www.mokshcad.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

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

Ignite Consulting Group 450 N. Addison Ave. Elmhurst, IL 60126 630-606-8055 www.hotsauceyourtops.com

Laser Products Industries, Inc. 1344 Enterprise Dr. Romeoville, IL 60446 630-755-5402 www.laserproductsus.com

INEOS Composites 5200 Blazer Pkwy.

Dublin, OH 43017 614-790-2078 www.ineos.com

LOTTE Chemical 6 Centerpointe, Ste. 100 La Palma, CA 90623 714-443-0964 www.lottechem.com

Infinity Surfaces Via Giardini Nord 225, P.IVA : 00175990365 Pavullo Nel Frignano Modena 41026 Italy 39 0536 329322 www.infinitysurfaces.it

LX Hausys America Inc.

InnoChem/Akemi 160 Candlewyck Dr. Avondale, PA 19311 www.akemi.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

900 Circle 75 Pkwy.

Ste. 1500 Atlanta, GA 30339 678-535-4113 www.lxhausysusa.com

Park Industries P.O. Box 188 St. Cloud, MN 56302 320-251-5077 www.parkindustries.com

Marble & Granite, Inc. 270 University Ave. Westwood, MA 02090 781-915-1250 www.marbleandgranite.com

Parson Adhesives, Inc. 3345 Auburn Rd., Ste. 107 Rochester Hills, MI 48309 248-299-5585 www.chromalok.com

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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 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 RouterBitsNow 520-954-0534 www.routerbitsnow.com

ISFA ASSOCIATE MEMBER DIRECTORY Companies listed in red are ISFA 2022 Sponsors 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

TotalHousehold Pro 65A Walnut Hill Rd. Bethel, CT 06801 203-733-1276 www.pro.totalhousehold.com

Welnest 350 South St. McSherrystown, PA 17344 844-935-6378 www.welnest.net

Stone Services Group 10308 S. Keeler Ave. Oak Lawn, IL 60453 815-210-1006 www.stoneservicesgroup.com

US Surfaces 4601 Spicewood Springs Rd., Bldg.

1, Ste. 100 Austin, TX 78759 512-454-2229 www.ussurfaces.com

Willis 1149 Pioneer Rd. Burlington L7M 1K5 Canada 289-775-5814 www.4willis.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

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

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

International Surface Fabricators Association • Vol. 15 / Issue 1 • 47

PRODUCT NEWS 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.

48 • Vol. 15 / Issue 1 • International Surface Fabricators Association

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 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/

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.

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.

International Surface Fabricators Association • Vol. 15 / Issue 1 • 49

PERSPECTIVES

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.

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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.