Behind every obstacle, there is opportunity for growth. How does your business achieve success when faced with adversity?
Editor: Sarah Peiper
Contributors:
Stephen Alberts
Nancy Busch
Paul “Max” Le Pera
Austin Maxwell
Jessica McNaughton
Tim Saddoris
Ed Young
Proofreader:
Marsha Jo Scott
Design:
V2 Marketing & Management
Printing and Distribution: LSC Communications
Countertops & Architectural Surfaces (ISSN 2372-983X) is published quarterly by the International Surface Fabricators Association (ISFA), with a fifth edition, a Buyers Guide, publishing in October.
Individual copies of Countertops & Architectural Surfaces magazine are available at the nonmember newsstand price of $14.95. Countertops & Architectural Surfaces magazine is also available by annual subscription (five issues) for $30.00. ISFA members receive a complimentary annual subscription with every membership renewal. Special rates and charges apply for orders outside of the United States. To subscribe, call (888) 599-ISFA.
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Countertops & Architectural Surfaces magazine is proudly printed in the United States of America. Copyright © International Surface Fabricators Association 2023. All rights reserved. No part of this publication may be reprinted or otherwise reproduced without the publisher’s written consent.
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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.
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:
BACA Systems
Bella Casa Countertops and Stone
Caesarstone
Cambria
CaraGreen
Corian Design
Cosentino
Coverlam
Crossville
Daltile
Hyundai L&C
Infinity Surfaces
Lapitec
Laser Product Industries
Lensology
LX Hausys
MSI Surfaces
Park industries
REHAU
Wilsonart
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THE OFFICIAL PUBLICATION OF THE INTERNATIONAL SURFACE FABRICATORS ASSOCIATION
Q
14 Strengthening Your Business to Weather the Coming Storm
Planning for growth during this time of economic uncertainty requires a strategy that capitalizes on the opportunities.
20 A Two-pronged Approach to
Staffing Shortages: Practical Advice that Works
To overcome your labor challenges, you must do two
things: Find good people and figure out how to work with fewer of them.
26 New Colors & Materials
From solid surface to quartz to the ever-growing
popularity of porcelain, here’s what’s on trend in 2023.
32 Fabricator Profile:
Bella Casa Countertops and Stone
Owners Geoff and Cary Jernigan are devoted to
providing their clients with top-notch craftsmanship
and superior service.
8 Editor’s Note
10 Calendar of Events
12 Industry News
14 Education Connection
24 Sustainability Matters
38 Perspectives: Nancy Busch
39 ISFA News
45 ISFA Associate Member Directory
48 Product News
50 Perspectives: Austin Maxwell
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Calacatta Miraggio Duo boasts a combination of subtle, yet bold gold and gray veins throughout each Q Premium Natural Quartz slab. With a warm marbled background, this quartz features one-of-a-kind crackled veins, created by using MSI’s patented technology, helping embrace its natural marble look.
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To learn more visit, www.qfrommsi.com.
@ISFAnow.org @ISFAnow @ISFAnow
If you live near a coast, you know that when it comes to environmental predictions, only second to the weather report is the surf report. While not always 100% accurate, these reports are the best shot we have at predicting maritime conditions. They’re based on information gathered by ocean buoys set in strategic locations that record data about temperatures, pressure, precipitation, humidity, wind and more. Crossed with weather forecasts, trends and tide schedules, these reports tell us when, where and how long swells will occur. Water enthusiasts and sailors depend on reliable surf reports to understand if maritime conditions are ideal.
It’s a bit like industry outlooks and economic forecasts if you think about it. Both clock current conditions as starting points; both use data collected over time to predict trends; both inspire excitement or create anxiety, depending on your goals. If you’re a surfer, a big swell might be just what you’ve been waiting for. If you’re a fisherman, high winds and big waves mean your work is about to get a bit more complicated.
While 2023 shapes up to be a year in which we face waves of rising costs and inflation, labor and supply chain challenges that persist, and a downturn from the previous years’ remodeling booms, it begs the question: How do you prepare for changing tides and big swells? What tools do you rely on to tell you how to pivot your direction in favor of, or away from, the challenges ahead?
If you’re a fabricator, you might take this time to shore up your business. You might revisit your priorities and lean into the work that brings you the best margins. You might take this time to review your processes and procedures to ensure you’re working smarter, not harder, which could help you overcome the skilled labor shortage. You might look into new lines of business or diversify your offerings to include products and materials that are readily available, easy to work with, or fit a new trend. Ed Young of Fabricator’s Business Coach shares some strategies along these lines on pages 14-15, as does this year’s ISFA president, Austin Maxwell of Maxwell Counters (page 50).
In this issue’s ISFA Fabricator Profile (page 32), we have Bella Casa Countertops and Stone of Littleton, Colorado, a fabrication company always keeping an eye on the next big thing. They’ve positioned themselves to be one of the best fabricators of ultracompact surfaces and one of the only fabricators in the Denver area providing porcelain materials, including Dekton.
If you’re a manufacturer or supplier, you’re looking at ways to provide the industry with smart, durable, forward-thinking solutions. For example, we have Lapitec, which has developed a special blade for sintered surfaces that can cut fabrication time by 75% (page 48). And then there’s Caesarstone, which continues to lead the countertop industry with the launch of its multimaterial portfolio — most notable is its expansion to porcelain (page 12). Or Park Industries, which recently launched an upgraded miter saw to meet the demand for a growing trend in surface fabrication — you guessed it — mitered edges (page 12). These companies are paying attention to the trends; they’re listening to the surf report.
There’s a big wave surfing tournament, The Eddie, held annually in Hawaii on the North Shore of Oahu — in theory. Since its inception in 1985, the contest has been held only 10 times due to a precondition that swells produce a wave face height of over 30 feet. It’s named after champion big wave surfer and Waimea Bay lifeguard Eddie Aikau, a Hawaiian hero who saved hundreds of lives, pulling people out of waves that no one else would dare to.
During the first Eddie contest, the conditions were extremely dangerous. While the contest organizers were discussing whether to proceed with the event, Mark Foo looked out at those walls of water and decided, “Eddie would go.” And so the contest was on. For nearly 40 years, that phrase has stuck, and it’s widely used to encourage others to do something daring or difficult. When extraordinary conditions are all around you, be inspired by Eddie Aikau and find the strength to overcome the challenges you face. Go.
ISFA Webinar: Troubleshoot Your Business with Tech sponsored by Moraware
March 1
www.ISFAnow.org
Digital Stoneworking Expo by Park Industries
March 2
Anaheim, Calif.
www.parkindustries.com/dse
Behind the Surface Podcast: A Sales Rep Clinic with Justin Shaw of Stone Fabricator Elite
March 6
www.ISFAnow.org
ISFA New Member Workshop
March 15 Virtual
www.ISFAnow.org
Behind the Surface Podcast: A Colorful Conversation with Mark Woodman
March 20
www.ISFAnow.org
ISFA Summit
March 21-23
Raleigh, N.C.
www.ISFAnow.org
Tennessee Stone Summit: Take Your Organization to the Next Level
March 23
Nashville, Tenn. www.naturalstoneinstitute.com
Xiamen Stone Fair
March 26-29
Xaimen, China www.stonefair.org.cn
Solid Surface Fabrication Training
March 28-29
San Antonio, Texas
www.ISFAnow.org
Behind the Surface Podcast: Tracking Your Machines’ ROI
April 3
www.ISFAnow.org
ISFA Webinar: A Sales Rep Clinic with Justin Shaw of Stone Fabricator Elite
April 5
www.ISFAnow.org
Behind the Surface Podcast: Pro Tips for Shop Process Improvements
April 17
www.ISFAnow.org
Coverings
April 18-21
Orlando, Fla. www.coverings.com
Marble Izmir Fair 2023
April 26-29
Izmir, Turkey marble.izfas.com.tr/en
Behind the Surface Podcast: Sink Cutouts: Carving Out Hidden Revenue
May 1 www.ISFAnow.org
HD Expo & Conference
May 2-4
Las Vegas www.hdexpo.hospitalitydesign.com
ISFA Webinar: A Sales Rep Clinic with Justin Shaw of Stone Fabricator Elite
May 3
www.ISFAnow.org
Utah Stone Summit: Know Your Business
May 4
West Valley City, Utah
www.naturalstoneinstitute.com
ISFA Roundtable
May 10-11
Anaheim, Calif.
www.ISFAnow.org
Behind the Surface Podcast: Tooling Tips for Mineral Surfaces
May 15
www.ISFAnow.org
ISFA MemberConnect Meeting
May 18
Virtual www.ISFAnow.org
Behind the Surface Podcast: Slab Yield and Material Optimization
May 29
www.ISFAnow.org
Minnesota Stone Summit: Dynamic Intentionality
June 1
Plymouth, Minn. www.naturalstoneinstitute.com
Solid Surface Fabrication Training
June 6-7
Lakewood, Wash. www.ISFAnow.org
ISFA Webinar: A Sales Rep Clinic with Justin Shaw of Stone Fabricator Elite
June 7 www.ISFAnow.org
AIA Conference on Architecture
June 7-10
San Francisco
www.conferenceonarchitecture.com
Behind the Surface Podcast: Silica Safety and Industry Standards with NIOSH
June 12
www.ISFAnow.org
Oregon Stone Summit: Know Your Business
June 15
Beaverton, Ore.
www.naturalstoneinstitute.com
Behind the Surface Podcast: On the Cutting Edge with Park Industries
June 26
www.ISFAnow.org
Quartz surfacing pioneer adds porcelain and natural stone to offerings while continuing to focus on sustainability.
Caesarstone aims to transform the countertop industry in North America in 2023 with the monumental launch of its multimaterial surfaces portfolio: Porcelain and natural stone will join the quartz and outdoor quartz portfolio for which the company is so well known. The expanded portfolio of more than 100 colors tastefully combines the company’s innovative technology with its powerful design passion, empowering consumers to design with freedom. The new additions to the Caesarstone portfolio debuted at the 2023 Kitchen & Bath Industry Show (KBIS).
“This is a pivotal moment for Caesarstone,” said Ken Williams, president and CEO of Caesarstone The Americas. “We wanted to make it easy for people to design their dream spaces by offering our multimaterial surface solutions all in one place. Across the world, people choose Caesarstone because we bring joy and freedom to the design process. We strive to be a leader in design, innovation and sustainability.”
Expanding its product portfolio is just one of many initiatives Caesarstone is undertaking to achieve its strategic mission to become the leading multimaterial surfaces brand and the first brand of choice for countertops worldwide. Adding porcelain and natural stone allows Caesarstone to expand its product offering with new designs and application possibilities creating a mixed portfolio of infinite options.
For the new porcelain range, Caesarstone leverages its technical expertise and design leadership to capture the visual qualities of a wide range of material types: from natural marble to the industrial aspects of concrete and metal. The porcelain collection’s heightened veining, palpable textures and dynamic patterns are available in a highly curated range of 25. The product marks a leap forward in technology, functionality and design, developed explicitly for countertop applications:
• Superior durability to withstand stains, scratches and outdoor elements.
• Extreme heat resistance.
• Designs with striking color schemes, bolder veins, textures and patterns.
Caesarstone porcelain offers the same nonporous, hygienic health and easy maintenance benefits as the company’s quartz offerings.
A curated collection of responsibly sourced, high-quality natural stone also joins the Caesarstone portfolio in select markets around the country. Stock will vary from location to location and include some of the world’s most beautiful and exotic marbles, granites and quartzites.
Caesarstone outdoor quartz was the first of its kind in the surfaces industry. Designed and tested to withstand the sun’s rays and the most extreme outdoor weather conditions year after year, Caesarstone’s outdoor surfaces answer every homeowner’s desire to cook, dine and entertain from the comforts of their own outdoor space.
• The collection is nonporous, durable, scratch-, stain-, mold- and mildew-resistant, and easy to clean.
• Materials can sustain a high temperature of 122 degrees F (50 Celsius) to as low as -22 degrees (-30 Celsius).
All Caesarstone manufactured surfaces are independently certified as low-emitting by GREENGUARD and are SNFcertified. All Caesarstone manufactured surfaces are longlasting and durable, providing improved life-cycle cost and additional investment value. All are backed by lifetime warranties to reflect high performance and durability while meeting stringent product emission standards and having little impact on indoor air quality.
All the new Caesarstone designs will be available nationwide in the summer of 2023.
C.H. Briggs Company, an independently owned wholesale distributor of interior specialty building materials for more than 55 years, announced that it will be winding down operations and closing the business.
The company’s decision to close was made after efforts to restructure its relationship with its primary supplier were unsuccessful. The closure impacts 130 employees across its five locations. A small team will remain in place through March 31, 2023, to finalize operational details of the closure.
“To say we are sad and disappointed would be an understatement,” said Julia Klein, chairwoman for C.H. Briggs Company. “Changes in the supply chains we depended on mean we can no longer provide the quality of products and customer service that was the hallmark of our business. We made every attempt to avoid this outcome. Our efforts were exhaustive, but we were left with no other option but to wind down our operations.
“We recognize how painful this decision is for our co-workers and customers,” she continued, “which is why we worked so hard
to avoid it. We have a talented team, and we are doing all we can to help them be successful in the next phase of their careers. We are deeply grateful to our co-workers, customers and suppliers for more than a half-century of empowering, elevating and enriching the lives of the communities we serve. C.H. Briggs is more than just a distributor of specialty building materials. Our work has always been about creating exceptional spaces where we can all live, work, learn, play and heal. Our hope is that those spaces, and the people who design and build them, will be our legacy.”
C.H. Briggs was founded in 1967 by Harry and Georgeanna Briggs. In addition to its corporate office in Reading, Pennsylvania, the company has offices in Lansdale, Pennsylvania.; Richmond, Virginia; Charlotte, North Carolina; and Norcross, Georgia. In addition to distributing Corian solid surface, quartz and Endura products, Briggs has most recently represented Kohler, Rev-A-Shelf and other companies.
Customers with product and order inquiries are asked to call C.H. Briggs customer service at 1-800-355-1000.
Planning for growth during this time of economic uncertainty means you have a strategy to capitalize on the opportunities that will occur — a strategy to increase profitability.
By Ed Young, Fabricator’s Business CoachImagine you are in a 50-foot sailboat, 100 miles from shore, experiencing gale-force winds and 40-foot seas. You haven’t eaten or slept in a few days, and the only other person on the boat with you is seriously injured. How do you prepare to survive in those circumstances?
Obviously, that is a dire situation that few of us will ever face. And, while the current consensus is economic conditions will not be dire over the next two years, we can count on some business challenges to be headed our way. The question is: How do you survive the challenging economy ahead?
A sailor preparing to go to sea will consider many factors related to their voyage.
A sailor has a destination — an objective; there is somewhere they want or need to go. So, what’s your destination for the next two years? What are your objectives?
Is your plan simply to survive?
Survival mode might mean laying off employees to control overhead. It means spending as little as possible and not making any investments. It means taking any business you can get, regardless of the price, just to stay busy.
If you expect to be in survival mode, then it is
time to plan for how you will handle decreasing sales volume. Which employees can you most easily do without? At what sales or profit level should you make the first headcount reduction — and the next and the next? What other expenses can you reduce or eliminate?
A typical survival mode strategy would include eliminating organizational memberships, subscriptions and outside services like auto maintenance and accounting. All expenses are reviewed for either elimination or reduction.
Survival mode assumes there are few options for growth and success. Survival mode means focusing only on preserving life — conserving the business at all costs. It’s purely a defensive strategy.
Or is your objective to succeed and grow over the next two years?
Planning for growth during this time of economic uncertainty means you have a strategy to capitalize on the opportunities that will occur — a strategy to increase profitability. It requires strengthening all aspects of the business.
With this mindset, you will have invested in technology that will reduce your reliance on labor while increasing productivity and quality. You have upgraded computer hardware and software for your CAD and front offices. You have a training program
in place that includes cross-training on technical skills. You have completed or planned training to improve your managers’ leadership skills so the entire organization’s performance improves.
You have a solid sales and marketing strategy. You have trained your salespeople to qualify prospects and to sell more effectively. You have analyzed your market segments and know which have the most opportunities for you and are the most profitable. You have a marketing plan that identifies which messaging vehicles are most effective for your selected market segments. You understand the shortcomings of your competition and have crafted a clear, unique value proposition that sets you apart.
By planning to succeed and grow during these times, you have decided not to be at the mercy of the economic winds. Like a sailor, you’ll harness those winds in your sails and keep cruising.
A sailor studies the conditions they could face during the voyage; they have a plan to deal with the changing conditions that will occur. When the winds reach a certain speed, they’ll reduce the sail area by a predetermined amount. As the weather changes, they adapt how they manage the boat to take advantage of that change.
They learn all they can about the characteristics of the destination harbor and all of those along the way. They never know when conditions may force them to pull into a harbor that wasn’t in the plan. Business objectives require similar flexibility.
As a sailor studies weather forecasts, business owners need to check economic forecasts. Owners need a continuous pipeline of economic data. National-level data from financial publications are helpful for understanding long-term trends, as is analysis from groups like ITR Economics. This information should be combined with local and regional data.
Regional economic development organizations and state commerce departments are good starting points. They can give you an understanding of the forces driving your regional economy. What
businesses are moving into the area? Do those businesses plan to employ more hourly production laborers or executives and white-collar staff? How will those dynamics impact population growth and housing?
Many shops I talk to aren’t involved in their local homebuilder associations because they haven’t gotten any business from those efforts. However, there is a lot of information available in these groups. While your customers may not be members, other similar companies are. Asking open-ended questions about their plans for the next 12 months, whether they expect an increase or decrease in activity, and how much of a change they expect is all good information to know. Asking your current B2B customers these same questions will help you develop a sense of what will be happening in the next few months.
Keeping this information pipeline flowing is essential to strengthening your business for these challenging times.
A sailor knows the capability of the boat and crew: They know how each will react to various situations. They know the load-carrying capacity of the boat and the speed it is capable of. They know the skill set of the crew members, where there is redundancy and where there is scarcity.
A business owner needs to know their numbers. How fast do you burn cash every day? How profitable were you yesterday? How much profit do you plan to generate next Thursday? Are you on track to hit your profit goals for this month? If not, what is your plan to change that?
Are you the captain of your ship? Do you want to be totally at the mercy of the storm and end up wherever the wind blows, or do you want to be able to navigate the storm toward the destination of your choosing effectively?
Remember, your business is running exactly how you designed it to run. If you want to achieve your goals, you must have good information and a sound plan. You deserve to have a business that makes you money and allows you time to enjoy it. C
Ed Young is the owner of Fabricator’s Business Coach, a consulting firm designed to strengthen and elevate fabrication shops of all sizes. A former shop manager, Ed fully understands the challenges of today’s professionals. He has consulted with a range of businesses, from one-person startups to international Fortune 100 corporations, covering a broad array of products and processes. As a result, Ed knows that each business needs an appropriate structure for its unique situation. To learn more about how Fabricator’s Business Coach can take your shop to the next level, visit www. fabricatorscoach.com or reach Ed directly at Ed@fabricatorscoach.com.
The International Surface Fabricators Association (ISFA) has announced its 2023 Solid Surface Fabrication Training schedule with dates in March, June and August of 2023. This ISFA Certified Professional Solid Surface Fabrication Training program is the gold standard course for fabricating solid surface. The program is recognized by all major manufacturers and their network of certified fabricator partners.
Sponsored by Aristech Surfaces, these hands-on, two-day sessions provide attendees with the skills and knowledge in all facets of the fabrication process, including layout, templating, seaming, support, sanding, edges, cutouts, backsplashes, thermoforming, finishing
and installation. Participants will complete a vanity application that includes an integral bowl sink, built-up edge profile, edge inlay, and examples of coved and set-on style backsplashes.
“Partnering with ISFA to provide core knowledge and expert fabrication training is essential to foster the expertise necessary in every region, driving the surfaces industry forward,” said Jana Bartlett, global marketing manager for Aristech Surfaces. “Our fabrication expert, Aaron Davis, has more than 20 years of experience working with solid surface. He leads the training sessions and demonstrates the traditional and innovative techniques needed to thrive in our industry. Together with ISFA, we are elated to provide the tools and resources necessary for future generations of fabricators.”
Registration fees are $599 per person for ISFA members; nonmembers can register for $799 per person, which includes a one-year membership to ISFA (a $499 value). An observer option is also available. It is designed for those with roles adjacent to fabrication but would benefit from the context around the process,
Registration for the following sessions is now open:
• March 28-29, 2023, in San Antonio, Texas
• June 6-7, 2023, in Lakewood, Wash.
• August 8-9, 2023, in San Antonio, Texas
such as sales or marketing associates. Observers do not actively participate in the hands-on project, but they can watch, ask questions and otherwise participate in the sessions. The observer registration fee is $399.
“I registered my staff for the ISFA Solid Surface Fabrication class in San Antonio since we were looking to expand our flooring business to include countertops and shower surrounds,” recalled Topher Sieverson, Floor Covering Express. “My staff was able to leave with the knowledge and skills to expand our business. They enjoyed their time with Aaron and left there ready to make our business better.”
In addition to these scheduled training dates, ISFA offers a training option that is conducted on-site at the registrant’s shop. This is ideal for fabrication shops, facility management and maintenance companies, and other technical trade businesses with several staff members who need training and would benefit from having it in their own space. On-site training includes the same fabrication coursework, and it is led by Aaron Davis, who ships training materials directly to the location. Registration fees for on-site training vary based on the number of attendees. For more information about on-site training, contact Trainer@ISFAnow.org
“The ISFA solid surface fabrication class was very beneficial to our business,” said Greg Howard, Adobe Walls Stoneworks. “We are fabricators of quartz, granite and quartzite, and we wanted to expand to solid surface, and the class got us up to speed quickly.”
Active participants who complete the training course’s project with a satisfactory result will receive a certificate recognizing that they are an ISFA Certified Professional.
“Solid surface fabricators founded our association to provide educational and growth opportunities for professionals within the decorative surfaces industry,” said Nancy Busch, executive director of ISFA. “ISFA is dedicated to delivering the tools and resources fabricators need to find success. In this challenging labor market and economy, the solid surface training program is a great way to train new hires who lack experience or diversify an existing business into new lines of work.”
For more information about the International Surface Fabricators Association and all its training programs, visit www.ISFAnow.org C
A
When marketing your countertop shop online, you want to make sure you are targeting the right audience. It starts with good search engine optimization, ensuring your website appears wherever and however potential clients are searching for it. Google ads and Facebook/Instagram ads work well for shops, but I’ve seen many shops burn money by not having them set up correctly. Regardless of the platform, before you schedule your next ad campaign, consider these strategies that will help you leave a lasting impression.
When working on an SEO campaign for your fabrication shop, you want to rank higher on the Google search page. The higher you rank in Google, the more traffic you will get to your website. With SEO, you need to think like your customer. What are they going to type into Google to find a countertop?
Granite countertops
Quartz countertops
Marble countertops
Countertops near me
Kitchen countertops
Bathroom countertops
Now it’s impossible to know whether it’s a homeowner doing the searching; it could be a restaurant, a builder or a contractor looking for a shop. That said, most of the leads from organic Google search results are homeowners (about 90%).
Do’s and Don’ts:
• Do have a strategy with SEO, whether you are working with someone or doing it in-house. If this isn’t a skill set you have among your staff, outsource it, and don’t overlook it.
• Do make a thorough list of keywords that you want to leverage in Google and then create specific pages for each one.
• Do make sure to use all the major keywords you want to leverage on your homepage.
• Don’t ignore your homepage. We see this often, a homepage that barely has any content in terms of words. Your homepage is the most visited page on your site, so you want Google to see that you sell marble countertops or that you specialize in fabricating kitchen and bathroom countertops.
Now that you know about keywords and have a plan for SEO and organic search results, you can use a similar strategy with Google ads. These ads usually show at the top of a search page, just above where the organic results appear. Sometimes you’ll find ads at the bottom as well.
When running these ads, you pay for each time someone clicks on it, either a search ad or a display ad. A search ad is the Google search result for your company, but you essentially pay Google to appear at the top of the list. You’ll leverage the exact keywords you’re using for SEO.
A display ad is a banner ad that appears throughout websites like weather.com and news sites. You can set up different audiences to see your display ads. For instance, you can show to people who are age 35+ and in the top 10-50% income level. Google will place your ads on sites in front of this audience. Again, you won’t know if a tradesperson or consumer is clicking on these, but you can assume most traffic will be from consumers.
With Google ads, you can do a couple of things:
1. Break out your campaign so you have your keywords in certain ad groups. For instance, your kitchen countertop terms should be in a kitchen countertop ad group. And within that ad group, you should have kitchen countertop ads. And then, when someone clicks that ad, they should land on a page about kitchen countertops. The journey will be super relevant and convert more traffic into leads. Make sure that the page they
land on references that specific search term.
2. With display ads and even search ads, you can add an audience to target. Demographics, including age, sex, marital status, education, income, geographic area and personal interests, determine audiences. Consider fencing your ads in a specific geographic area or targeting certain income levels or age ranges — ones that might be more likely to take on a home remodel project.
• Don’t waste money on bad keywords. Ensure you’re using keywords that will appeal to your business and draw in the right customer.
• Don’t forget about negative keywords. What is a negative keyword? Let’s say you are a higher-end shop and don’t want to show when people type in “affordable countertops.” Add “affordable” as a negative keyword. You are telling Google not to show your company when someone types in that word.
• Do keep it relevant. Make sure to reference each search term when someone lands on that page. If they land on a page that doesn’t support the keywords, they’ll bounce by clicking that back button, and then you’ve just wasted money on a click that won’t result in a lead.
Facebook and Instagram run on the same ad platform. You can dig into different targeting strategies and an audience’s demographic when running these ad campaigns. Unfortunately, if you want to go after homeowners, you can’t pick a “homeowner” interest to target anymore. Facebook removed that, so you will have to get clever about it. Maybe you target 25- to 65-year-olds around your area who like home and garden topics like interior design, furnishings or kitchen interests. Or, if you want to go after a builder, you can target a home construction interest and then pair it with relevant tool company names.
Social media is very visual, so what you can do here more than in Google is call out the audience in the ad. If you want to reach more homeowners, try speaking to them in the ad. Maybe you have a kitchen countertop package or want to promote how quick your turnaround times are. If a builder sees this, they might scroll by it since it doesn’t speak to their needs as much. To attract a builder’s attention, talk about how you work with builders and contractors in the area and how easy it is to subcontract the work to your shop.
Do’s and Don’ts:
• Do get specific. You want to target individuals, not just your whole area’s population. With social media ads, you are paying for the reach, which amounts to impressions — the number of times users see that ad.
• Don’t spend your money all in one place. Social media ads run for a period of time based on the spend. When the ad spends out, the campaign pauses until you put more money against it. Start small, see what works, and keep spending if you see the results you want.
• Don’t rest on just one campaign or one demographic. Try different approaches to reaching a potential customer and learn as you go. Test other interests for targeting. For example, if you want to target higher-end customers, maybe you target people who like luxury cars. Think outside the box with your audience targeting!
The days of the Yellow Pages are long gone. When homeowners want a countertop, they hit the internet from their phone or computer. You must be right there, front and center, when they are searching. The beauty of digital marketing is that you are in control. You choose the keywords that represent your business, you pick the audiences to target, and you set the budget. After your marketing campaigns are dialed in, you’ll have a predictable way to grow your business. C
Stephen Alberts is the owner of the Countertop Marketing Co. and STONE ENGAGE. They specialize in helping countertop companies grow the retail side of their business outside of word-of-mouth and referrals. They also offer software to help you engage more with customers and close more countertop projects. To learn more, visit https:// countertopmarketingco. com/ or https:// stonengage.com/. You can also email Stephen at steve@countertop marketingco.com.
Hiring is hard, especially when you’re looking for skilled workers. In 2021, more than half of businesses surveyed said they had difficulty finding qualified workers. A year later, more than three-quarters of companies surveyed said the labor shortage has worsened. With business on the books and the opportunity for more jobs on the horizon, you can’t ignore the need. To overcome your labor challenges, you must do two things: Find good people and figure out how to work with fewer of them.
Let’s start with hiring. If you want to find quality workers, it’s time to change your mindset.
In the past, the hiring process centered around applicants selling you on why you should hire them. Today, it’s the opposite. You need to flip the script and let people know what’s in it for them if they work for you. It sounds simple, but it’s a significant shift for many. Consider it in terms of advertising and marketing. If you’re trying to attract customers, you carefully craft a brand image, demonstrate the benefits of your products, and explain how you can be of service — a value proposition. Now think about your potential hires as customers. Explain what your company has to offer and how this job helps them achieve their goals.
See Figure 1 for an example of a job description and how it can be reworked to sell the advantages rather than the requirements.
Stop demanding long lists of qualifications in your job descriptions. They can serve only as checklists for potential job applicants. They go down the list, and when they see they don’t have everything you want, they may never apply — even if they’d
be a great job candidate. List only the most essential skills you must have and forget the rest. You can always probe more deeply in the interview process.
One East Coast fabricator we worked with wanted to find a salesperson with design skills who knew a specific type of software. They got applications, including some strong salespeople and some designers, but nobody had experience with the software. They passed up some potentially great candidates because they were looking for the perfect candidate. Those unicorns rarely exist.
When hiring, think about what you must have in an employee and what you can train. Can you take that high-performing salesperson and teach them how to use the software? In our experience, finding the person with the basic skills you must have, along with the right attitude and cultural fit, and upskilling them is often the best solution.
As Jim Collins put it in his book, Good to Great, companies that went from good to great didn’t focus on where to drive the bus until they first got the right people on the bus. He says, “If we get the right people on the bus, the right people in the right seats, and the wrong people off the bus, then we’ll figure out how to take it someplace great.”
In small businesses, a common complaint from workers is that there’s no room for career advancement. Can you take someone already on your team, train them for a higher-level opening and promote them? Large companies create “feeder positions” to help give employees the experience they need to move to the next level. Doing so can let you hire people at an entry level, do some training, and ensure they’re the right fit for the next level. If so,
{company name} is a womanowned, small business looking to add a member to our design team. You must be self-motivated and energetic. Ready to expand on our past success with fresh ideas and concepts that can add a virtual experience to our brickand-mortar storefront.
Experience with design is required. (20-20 is the design program recommended. Virtual platform skills are highly recommended.)
Benefit Conditions:
Waiting period may apply
Only full time employees are eligible
COVID-19 Precaution(s):
Remote interview process
Personal protective e quipment provided or required
Social distancing guidelines in place
Virtual meetings
Sanitizing, disinfecting, or cleaning procedures in place
Work Remotely — No
Job Type: Full time, Part time
Pay: $15.00 - $18.00 per hour
Be valued, and enjoy sharing your talent!
Now Hiring Experienced Kitchen Designer! {company name} is hiring an experienced kitchen designer for our countertop showroom to help build a residential retail department. This is a great position for an energetic self-starter who loves talking to customers, designing beautiful kitchens, and building sales and relationships! With a flexible schedule during business hours, this role can be full or part time. Don’t settle for a boring, strict and stuffy work environment.
At {company name}, many team members have been here for over 30 years, proving we put relationships and family first. Be part of a great team that values YOU!
Who’s this role right for? A team member who is:
• An experienced kitchen designer tired of big box store employment corporate rules, boring work and strict schedules.
• Comfortable using 20-20 software design program.
• Ready to work full time OR part time, whatever best suits your schedule.
• Comfortable with sales meeting new customers, following up on leads, creating sales.
What {company name} offers:
• Flexible role: part time or full time.
• Ownership of your job: Build a department using your experience and knowledge.
• Earn more! Leverage relationships to earn more commission!
• Up to $18 per hour plus unlimited commission.
• A people person — maintaining and developing vendor relationships.
• Self-motivated, up-to-the-challenge of building a residential design department.
• Ready to work a flexible schedule on-site during open hours of Tuesday-Saturday, 11 a.m.-7 p.m.
• Health insurance and IRA.
• Free financial ad viser.
• Paid vacation and sick leave.
Awesome work environment at a 50-year-old company with loyal team members who value YOU! Get in touch today, and let’s talk about how working at the {company name} can be a great next step for you!
Figure 1
great! Then, you can hire their replacement, which helps with filling that job because you can show how the feeder job can lead to growth opportunities.
Are there labor pools you can pull from other industries that have some overlap that you may be able to offer a better opportunity? For fabricators, we’ve found a great place to look is in roofing. Roofing is seasonal in most parts of the country. Jobs can be unpredictable, and there may not be any work during the cold, snowy winter months. It’s also rather dangerous. There might be a pool of these laborers looking elsewhere, and roofers have some compatible skills with installers. Most are handy with tools, comfortable dealing with homeowners, and they’re hard workers. As a fabricator, maybe you can offer them a better deal. Compared to roofing, you can provide plenty of hours, year-round work, and a steady paycheck — even a benefits program. And they’ll still get paid if it’s raining!
Today’s workers are also looking for more than just a paycheck. The pandemic changed a lot about how people approach work these days. They want value and satisfaction, and they want purpose. They want to work for an organization they believe in and whose values match theirs. They expect the company they work for to have a strong ethical compass.
At the same time, they also want a company that cares about their employees’ well-being and provides some semblance of a work-life balance. While salary is still one key driver in attracting and retaining quality workers, a purpose-driven organization with an employee-centric culture is an important factor, especially for younger workers.
Have you ever wondered why some companies have no trouble hiring while others are always trying to fill positions? Often, it’s because of the way they approach the hiring process.
Here’s an example: Turnover is huge in the fast-food industry, and despite raising wages, restaurants are struggling to find people willing to do the job.
A manager at one Chick-Fil-A took a different approach than their competitors by moving to three-day, 40-hour workweeks. In an industry that sees, on average, a 144% turnover rate, he went more than nine months without any turnover. For a single job opening, more than 420 people apply.
Meanwhile, his competitors are begging people to work for them and continually raising wages.
Rather than keep increasing pay, look for how the job can be done so one person can accomplish more within the same amount of time. By default, this increases productivity and makes the position more profitable.
Can you create different ways to approach the job to offer flexibility? For example, can you let people work on flexible schedules: three- or four-day workweeks, guaranteed weekends off, or offer bonuses for performance rather than just hourly wages?
Look at ways to improve the work, especially if you have roles with high turnover.
Early in my career, I worked at a pudding plant. It was a large facility with plenty of managers and supervisors working with a lot of entry-level people. Everybody loved this one high-level manager, Ron. If he needed something done, people would bend over backward to make it happen.
It turned out that when Ron came aboard, the first thing he did was ask his team what the most arduous task was. Everyone said cleaning interior product contact surfaces without disassembling the food processing tanks. Everybody hated it. It’s a complex job that takes an entire eight-hour shift. Plus, if it’s done wrong, the pudding can become toxic. (No pressure!)
So, Ron picked the best guy and asked him to teach him how to do it. Over the next three weeks, Ron cleaned those tanks every day and discovered several ways to improve the process. In doing so, he gained trust and favor with his team because he was willing to get his hands dirty and make the job easier by eliminating steps.
As a business owner or manager, it’s your job to fix problems.
It’s time for a change. You must be willing to rethink how you approach hiring and how the job gets done.
If the problem is that nobody wants to be an installer, it may be because the job is frustrating. So, dig in and do it yourself. You’ll learn the roadblocks firsthand and maybe find a way to streamline processes or improve the job, and you’ll likely earn some appreciation from your crew.
For fabricators, scheduling can be a pain. It isn’t a complicated job, but it can be cumbersome. You’re ready to go on a job, but the sink hasn’t arrived, or the quartz isn’t ready. It can be challenging to keep things moving. If you have a solid system to track your jobs and inventory, is there a reason someone couldn’t handle scheduling from home?
By eliminating the requirement to come into the office, you’re tapping into an entirely different pool of job applicants and providing workers with benefits that don’t really cost you anything. Without having to raise wages, you can increase their take-home pay by eliminating travel time on the road. Think about it: employees might spend $50 to $100 per week on gas — a cost they shoulder just to show up for work. At $18/hour, they have to work 3-5 hours per week just to break even on the gas, and we haven’t even considered wear and tear on their vehicle and maintenance costs. Plus, they lose personal time commuting that they could be spending with their family. Even flexibility one or two days per week can make a big difference in someone’s work-life balance.
Now let’s talk about the second part of the equation: working with less. Whether we like it or not, we all have to work with fewer people these days, but there’s a right way and a wrong way to do this.
It’s not just about piling tasks on the rest of the staff; that’s a surefire way to burn people out and create turnover. In today’s environment, it’s more
about finding efficiencies to make the job easier. Often, you can accomplish this by rethinking your workflow and processes. When you don’t have people available to handle the work, I approach it using ADE, which stands for Automate, Delegate, or Eliminate.
If there’s a portion of a job you can automate, do it as soon as possible. It reduces manual work, increases accuracy, and it frees up your employees to focus on more critical tasks that you can’t automate. The easiest way to do this is through machines or software. Can you delegate some portions of work to others to reduce the burden on certain individuals? Finally, can you eliminate steps or organize work differently to make it more efficient?
Many managers struggle with delegation. Workers today want autonomy and the ability to make decisions without always having to check with the manager. Recently, I had dinner with a business owner who shared his frustrations with his chief operating officer. The COO came highly recommended with a high pedigree and fit the culture, but he just wasn’t making any decisions on his own. It came to a head when his COO asked him what color carpeting he wanted to put in one of the company’s locations. The owner began to wonder: why is he paying this person if he can’t make simple decisions?
The problem, it turned out, wasn’t the COO; it was the owner. He was a micromanager. This micromanagement paralyzed the COO because he needed to get the owner to sign off on every decision or face the wrath of a “wrong” decision.
As an owner or manager, you must be able to delegate nonessential decisions and live with occasional mistakes. Use those mistakes as teachable moments — opportunities to explain to employees how to improve for next time.
The bottom line: It’s time for a change. Hiring isn’t likely to get any easier in 2023. With more skilled workers retiring, it will be critical for owners to find, train and retain replacements while creating efficiencies in the work. You must be willing to rethink how you approach hiring and how the job gets done. C
Tim Saddoris is the president of Grand Onyx, a firm dedicated to building world-class surface fabricators. Grand Onyx helps companies define operational processes and create road maps to achievements that enable more predictable revenue and stronger margins, and foster legacy businesses that stand the test of time. To learn how Grand Onyx can help with hiring or automating your business, visit www.GrandOnyx.Pro.
Surface fabrication is a dynamic business; it’s often managed on the day-to-day and putting out fires is the name of the game. While necessary, the cost comes at neglecting to focus on factors that may impact the business in the long term. As 2023 shapes up to be another challenging year in this industry, position your business for success by understanding industry shifts in marketing, information technology and sustainability — specifically those affecting the countertop markets within the enterprise chain: fabricators, distributors and manufacturers.
For example, the last few years have seen a massive shift in how your customers do research and procure information. Foot traffic has become a fast-paced, fact-finding mission executed on a keyboard. Information is at everyone’s fingertips and decisions are made in increasingly shorter time frames.
Your fabrication business’s online presence matters more now than ever before. With this comes easier discoverability, cheaper and more navigable marketing tools, and a shift from cluttered gluts of information in the form of manuals, guides and specifications, to online tools that provide the latest information in real time.
With online inventory tools, artificial intelligence chat solutions, online sampling and product databases becoming the new norm in research and discoverability, we see this shift integral to more modern sustainable practices. Unfamiliar product names will begin to cross your desk in specifications and you will need to figure out what it is, where to get it and how you cut it. Buffer yourself from slowdowns by getting ahead of these trends.
Understand that information is coming from platforms, not people. Data and sample fulfillment are rapidly migrating online, which means that virtual document and sample libraries are allowing customers to determine what product they want based on selection criteria. Fabricators will have informed customers who have chosen products based on what mattered to them versus what they are told by a salesperson. Being open to these new channels is imperative for fabricators to be successful as they are going to be an increasingly growing source of customers.
Material Bank, an online sample platform founded by the Sandow Group, parent company of Interior Design Magazine, is a consolidated physical library of samples for over 450 brands. Picture a massive warehouse filled with samples, which can be
accessed online by tens of thousands of designers and architects to procure samples immediately. This service is extremely valuable to the specifiers who are choosing materials, and it is free to them! (The cost is shared among the manufacturers, who pay to have their products hosted on the platform.) This means that more specifications will occur online. Choices will be made, for example, by using filter logic on things like color, price or recycled content.
This is a game changer for fabricators. The way many designers are choosing materials has shifted to online, including how they vet materials. The fabricator now can often be the first point of in-person contact on the project. It appears that the traditional function of a product representative will require some adaptation, quite possibly into a greater focus on territory management versus sampling. Other sample platforms include Swatchbox and Source.
In addition, there is a proliferation of databases that are aggregating product information. All the performance data are broken out into individual fields and hosted online in a searchable database that allows designers to see what products meet their needs. It also means a lot of product research is being done before the specification comes through. This is not just a commercial play; the same migration of data online is accessible to consumers too, who will be much more savvy when they arrive to talk about their selections. Some examples of online data aggregation platforms are Mindful Materials, ecomedes and Sustainable Minds.
Along the same lines, new technology is increasing throughput and efficiency in material development. Quartz has evolved to the point where the major innovations have been in the colors and patterns offered. There is some significant innovation in quartz unfolding as bio-based resins are developed, and companies like Breton continue to market these innovations to slab manufacturers. Cosentino has created a line of silica-free quartz; the minerals used to create the material are made in a lab. Other silica-free raw materials are being researched and developed to include mineral ores that come from post-industrial uses, affording the finished product color nuances, virtually
silica-free material, and in some instances, performance enhancers.
Sintered stone is actively addressing one of the biggest objections to the category: the throughput and fabrication time. Dekton recently announced a new formulation that allows its slabs to be cut more quickly and efficiently. Similarly, Lapitec has announced the new Veloce blade (see page 48), which can cut sintered slabs three times more quickly than a traditional blade. More blade innovations are coming as this is the perfect response to what is a major bottleneck for fabricators: enabling them to embrace the sintered category. And finally, disclosure requirements are not going away. We are used to fabricators requiring a Safety Data Sheet for anything cut in their facility. But even before the customer is getting to the fabricator, they are requiring things like Health Product Declarations and Environmental Product Declarations. As these become more commonplace, fabricators must be aware these documents exist and what they contain.
Adaptation is the key to both survival and proliferation. Information access, dissemination and accuracy are rapidly evolving. Awareness of these evolutions will necessitate strategic adoption in one way or another. Stay ahead of the game by paying attention to consumer information trends and sustainable advancements. “Busy-ness” is not business. How fabricators adjust functions and priorities to better focus on adaptation will play a major role in their companies’ sustainability and success.
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.
Jessica McNaughton serves as president at CaraGreen, a provider of sustainable building materials, including many alternative surfacing materials. She has 20 years’ experience in sales, marketing, business development and strategy. Previously the director of sales and marketing at CaraGreen, Jessica has maintained her status as a LEED Accredited Professional since 2009 and she hosts a podcast, Build Green Live Green. She can be reached at jessica@caragreen.com.
From solid surface to quartz to the ever-growing popularity of porcelain, here’s what’s on trend in 2023.
Hyundai L&C is dedicated to a new lifestyle culture with the simple mission of creating satisfied customers and a more abundant world. With that mission in mind, Hyundai L&C proudly introduces their newest designs, the Opimo Collection.
HIMACS Solid Surface’s newest introduction, Pietra Collection, evokes the rugged and organic look of natural stone. The collection’s five colors — Brina, Calda, Notte, Nebbia and Ombra (shown here) — bring an aesthetic of understated luxury and are versatile enough to meet the design requirements of multiple commercial interior spaces.
Brina’s frosty allure adds a touch of luxury to modern, industrial and transitional spaces. Its light gray and soft white tones, rich texture and intricate veining yield a sophisticated appearance. Calda’s ivory and soft white hues deliver warmth and design versatility. Its long veins gently ebb and flow in both width and tonality, revealing a gentle wavelike pattern. Rugged and dark, Notte makes a dramatic statement as long, whisper-white veins expand and condense across an urbane black surface, creating light undertones and an inviting look.
As a nonporous surface, Pietra Collection offers exceptional maintenance, cost savings and hygienic advantages. Learn more at www.lxhausysusa.com/hi-macs.
Coming from the Latin word “opimus,” the Opimo Collection presents the abundance of nature’s variety and depth. Using the latest technology, Hyundai L&C has created a groundbreaking new chapter in quartz surfacing. By using this technology, they capture quartzite’s depth and translucent qualities in a manner that has never been seen in quartz surfacing. The natural color variations in each new design — Le Blanc (shown here), Matterhorn, Elba White, Eden and Patagonia — offer limitless possibilities to any design environment. For more information, please visit www.hyundailncusa.com/hanstone-featured-colors.
Cambria recently launched six new designs, including an all-new collection of four alloy-infused surfaces, suitable for both residential and commercial applications. This never-before-seen alloy veining captures the luster of brass and steel and is available in three different surface characteristics — smooth, sculpted, and satin ridge. The Alloy Collection marks a first for alloy-infused quartz surfaces and debuts as part of Cambria’s new Grandeur Series, the most luxurious of all Cambria series. In addition to Grandeur, styles Abbey and Everleigh round out this design launch, featuring cool gray and warm gold veining suitable for both modern and traditional environments. Visit www.cambriausa.com to learn more.
Daltile’s ONE Quartz Surfaces can be cut for almost any application, creating the perfect product for a seamless design or monochromatic look, and now they’re available in extra large slab sizes. Daltile uses more than 90% quartz in their ONE Quartz Surfaces along with resins that act as binders and colors that give the product its beauty. They have unsurpassed durability, design flexibility, ease of maintenance and consistency. The many color choices and stone-look designs in quartz make the look of marble or other exotic natural stones a possibility where they might otherwise be prohibitive. Pictured here is Arabescato Twilight, one of four new designs released in 2022. Increase the style in your space with majestic quartz countertops, and seamless quartz floors or walls in your design. For more information on ONE Quartz and other surfaces from Daltile, visit www.daltile.com.
Silestone with HybriQ+ Technology is a true testament to Cosentino’s commitment to sustainability and taking care of the present to protect the future. HybriQ+ Technology is a high-performance blend of premium minerals, quartz and recycled materials. The innovative technology marks an entirely new product composition and manufacturing method for Silestone — with a newly debuted sustainable manufacturing process that uses 99% reused water, 100% renewable electric energy, zero water waste and a minimum of 20% recycled raw materials within HybriQ+ products’ composition. Learn more at www.cosentino.com/usa/silestone/hybriq-technology.
Corian Endura is a premium highperformance porcelain made from a recipe of natural minerals and cutting-edge technology. Compressed together under extreme pressure and then heated at high temperature in a similar way to how nature forges a diamond, this innovative material is a densely packed mass characterized by its durability and beauty. Corian Endura offers superior resistance to extreme heat, abrasions, scratches and stains. It offers superior hardness, is nonporous and does not promote the growth of mold, bacteria and mildew. Select from four product families made up of monochromatic, marble, metal and cement aesthetics. Pictured here is Cool Marble. The color palette matches up effortlessly with a wide selection of kitchen styles, from sleek modern interiors for the city to traditional settings suitable for country living. Learn more at www.endura.corian.com/.
The wide range of Coverlam products is extended this season with the enticing metallic texture of the Distrito series in Aluminum, Corten, Zinc, Iron (shown here) and Ivory colors. This collection closely recalls the look of metal sheets that have been exposed to the weather, creating visually rich surfaces. This ultra-thin (5.6 mm and 3.5 mm) porcelain collection is available in large-format pieces: 1200 by 2600 mm, 1000 by 3000 mm, 1200 by 1200 mm and 600 by 1200 mm. It’s also available for kitchen countertops in Iron, Aluminum and Ivory colors in 1620 mm by 3240 mm and 1000 mm by 3000 mm sizes, and 12mm and 10.5 mm thicknesses. Find more information at www.coverlambygrespania.com.
MSI’s USA Quartz Factory is meeting product demands and distribution needs of customers in this highly desirable category. With advanced technology and patents for miles, MSI is producing Q Premium Natural Quartz that is exquisite and durable.
Located in Latta, South Carolina, MSI’s state-of-the-art manufacturing facility is a producing over 1,000 premium natural quartz slabs daily at its maximum capacity. The 360,000 square-foot facility is equipped with advanced machinery and a patented veining process, allowing MSI to produce the highest-quality quartz and the most realistic and natural patterns with a level of detail and accuracy that is unrivaled in the industry. Developed with LumaLuxe Ultra, MSI’s proprietary formula enhances how light interacts with the countertop surface, pushing the boundaries of realism with increased depth and dramatic veining, resulting in more immersive colors. This new technology has paved the way for this next-generation quartz.
One of the key features of MSI’s factory is its focus on innovation and design. The factory is home to the Q Studio Collection, which features quartz designed to be beautiful, on trend and functional. Calacatta Miraggio Duo, Calacatta Miraggio Gold, and Calacatta Miraggio are realistic marble looks — part of the expanding Q Studio Collection. Known for their beautiful neutral color palettes, unique veining, and superior
white backgrounds, the features of Q Studio provide ultimate design flexibility.
The newest addition, Calacatta Miraggio Duo, is a standout product. This quartz boasts a unique duo-tone design, combining subtle yet bold gold and gray veins throughout each slab, adding depth and interest to the surface.
Calacatta Miraggio Gold is another popular choice that offers a bold and dramatic look for those who want to make a statement with their countertops, by introducing a hint of warmth into a space with elegant golden-brown veining and a crisp white background.
And finally, Calacatta Miraggio, the original color in the Q Studio Collection, is a cool, white marble with a glossy polished finish and a classic, timeless look.
Overall, The Studio Collection is perfect for those who want the authentic beauty of marble without the maintenance and durability issues of natural stone.
MSI’s design and product team continues to expand the Studio Collection produced in its U.S. manufacturing facility. New products are scheduled for release throughout 2023, including Calacatta Cielo which will feature dark silver and navy long veins on a gray Carrara background. Stay tuned online at www.qfrommsi.com, or visit one of over 40 MSI showrooms and distribution centers nationwide to make your dream surfaces attainable.
Stay tuned online at www.qfrommsi.com, or visit one of over 40 MSI showrooms and distribution centers nationwide to make your dream surfaces attainable.
Caesarstone’s porcelain products mark a leap in technology, functionality and design by introducing three innovative properties that deliver a high degree of durability, strength and style. This product is based on three innovative properties developed by the brand to unleash the full potential of porcelain, making it a high-performance material particularly suited for present-day lifestyle:
• Fortified frame — incredibly hard material.
• High heat — extremely resistant to high temperatures.
• Forward design — striking color schemes, bolder veins, textures and patterns. For 35 years, Caesarstone has been turning design dreams into a reality. Now, with the addition of porcelain, consumers can find their dream surface no matter the material. A Caesarstone countertop lets life unfold around it because it is made for whatever life brings. Surface the possibilities. To learn more, visit www.caesarstoneus.com.
Wilsonart brings real wood and custom veneer staining to laminate with the introduction of its new Woodgrain Staining collection. This innovation within the Wilsonart High Pressure Laminate (HPL) portfolio allows designers to achieve the look of stained wood or veneer in virtually any color. Blending versatile style and powerful technology, Wilsonart Woodgrain Staining offers customization of classic woodgrains, like oak and walnut, and allows designers to match any hue from a variety of color palettes. This customization is available through an easy online ordering process with expedited delivery timelines of just a few weeks. Wilsonart also offers 28 pre-curated designs for those who desire a stained look but don’t need to achieve a color match. Combined with the high-performance durability of sustainable Wilsonart HPL, the collection evokes the aesthetics of real wood and is ideal for high-traffic commercial applications. For more information, visit www.wilsonart.com/woodgrain-staining.
This new series draws inspiration from a journey through California’s stunning coastline, as told through Carrara and Ivory White marble inspired designs. It marks the first collection to feature the brand’s new Quick Cut technology — an innovation at the molecular level of the material that makes it lighter and easier to cut, while maintaining its industry-leading performance and durability. The result: a product that is three times faster to cut, easier to transport and install, with less tool wear and cleaner edges.
“With its unrivaled durability and sophisticated designs, Dekton SilverKoast allows our clients to bring the beauty, harmony and warmth of the coveted California coast into a wide variety of residential, commercial and hospitality projects — indoors and out,” said Director of Product R&D Valentin Garcia.
Inspired by the serene whites of the Pacific, as well as some of the brand’s bestselling Silestone designs, Dekton SilverKoast brings functional beauty to any architectural project. The performance features of Dekton such as high resistance to UV rays, scratches, abrasions and water, make it ideal for both interior and exterior applications.
The collection is available in two colors and offered in a velvet matte, as well as polished finish — which boasts Cosentino’s XGloss technology to produce a dazzling crystalline shine. Learn more at www.cosentino.com.
Made in Italy, Infinity slabs can be applied to indoor and outdoor walls and floors, and transformed to create decorative furnishing items and countertops. Infinity has developed the exclusive Natura-Vein Tech technology — an innovation that allows a perfect and controlled sedimentation of minerals during the production process, crossing the entire thickness of the slab, obtaining perfect consistency between surface and mixture as seen here in this stunning kitchen, which features Cucina Alta. To find out more about Infinity Surfaces, visit www.infinitysurfaces.it.
REHAU announces the newest application of its RAUVISIO noir monotonic matte surface, RAUVISIO noir compact.
Scratch- and fingerprint-resistant, the durable, light-absorbent surface is made for real-life applications. Yet, the touchable matte finish adds a rich elegance designed to transform any room into a feast for the senses. The monotonic surface retains all its elemental properties while delivering a safe, durable and family-friendly product that enhances spaces. Forged in Italy from the finest materials, RAUVISIO noir compact boasts unwavering style that has been infused with the intensely rich and muted aesthetic of the film noir genre. The newest, specifically designed for vertical and horizontal applications, features a compact design that is uniquely versatile, highly resilient, environmentally friendly and hygienic. For more information, visit www.rehau.com.
Bella Casa Countertops and Stone is a full-service surface fabrication and installation company located in Littleton, Colorado, a charming suburb in the foothills of Denver. With a background in construction management, Geoff Jernigan started a remodeling company in 2002, growing the business organically and constantly advancing every year. He began experimenting with surface fabrication while running the remodeling company. The explosive housing and population growth encouraged him to transition the business to countertops and surfaces exclusively in 2010.
Geoff’s experience overseeing complete construction projects offered perspective into the service trades and a better understanding of homeowner needs. “We understand the bigger picture, and we can help problem solve for the builder, homeowner and our business,” he recalled.
Geoff saw the need to simplify the process and better serve homeowners with custom surface fabrication and service devoted to quality and integrity. “I wanted to stay focused in a linear production process — being able to create and manufacture with efficiencies, controls and schedules, and excel in that one thing.”
“I love the transformation from slab to finished product,” Geoff continued. “It’s amazing to see the raw materials turn into something aesthetically pleasing and functional, often in the heart of a home — the kitchen. Incorporating a unique slab that defines a space is really special; it’s fun to be part of that process.” He manages the day-to-day operations, including oversight of the crew, and he is the main point person for projects and key relationships.
His wife, Cary, holds an MBA and previously worked in the financial sector in sales, marketing and customer relations. When she joined the business full time a few years ago, it made perfect sense for her to spearhead customer service, marketing and office management. She’s helped the company expand its online presence and increase marketing efforts with focused campaigns designed to grow the brand and get more visibility. She’s developed the showroom and customer experience, elevating their sales process. “These are tasks I could never devote the time to,” added Geoff. “She does all the behind-the-scenes business management stuff that takes me away from production but is still so valuable to our clients and our team.”
The Bella Casa service team has 10 dedicated professionals, including project managers, fabricators, CNC operators, installers and client service specialists. Most of the employees have been with the company for at least five years — some as many as 15 years. “We’re a tight-knit crew,” said Cary. “Some of our employees started as neighbors or friends, and now they are family. They’re here because they love what they do. We try to foster an environment where they can succeed in their work. It’s important to find
“It’s not an individual effort here,” said Geoff. “We provide a space for all our employees to have a voice and provide input into the business.”
your employees’ strengths to help them grow their careers into meaningful and successful professions.” Geoff and Cary say this is critical to employee retention.
When it comes to managing their staff, Geoff and Cary lead with kindness, and they prioritize showing their appreciation for staff. “Everyone has an opportunity to provide input,” clarified Geoff. “And not only about the day’s tasks but the broader goals. It’s not an individual effort here; we provide a space for all our employees to have a voice and provide input into the business.” Along those lines, Geoff says it’s vital to work alongside your employees at every stage of the process. “Installs, polishing, cutting — whatever it is. It teaches you their challenges and gives you a chance to troubleshoot your processes.”
“We’re working on expanding our crew,” added Cary. “We’re adding a third installation crew, production staff and templating specialists.” But Cary says the labor market in Denver is tight, and
finding the right people for the job is more challenging than ever. They leverage online job posting sites, word of mouth and referrals to find new employees.
The Jernigans are finding that young people are experimenting with their careers. “There’s a lot of movement as they try to figure out what kind of work inspires them,” said Geoff. “We get a lot of applicants that think this job is simple, and it’s just not. There is so much attention to detail. You must be willing to learn the fine aspects of the work.”
Geoff says there are people looking for work but don’t have the necessary skills, which is OK. “If you find someone who is willing to learn, it can be so rewarding,” he added. “I’m more than happy to train the right person. Everyone has different skills and perspectives that they can apply in amazing and often surprising ways. So you really have to think about who you’re hiring and why, and be open to what they can do as they grow and learn with you.”
Bella Casa’s current space is three leased units, all within the same area but physically disconnected. The production facility is about 2,500 square feet; another unit is 2,000 square feet of inventory; and the office/showroom is about 4,000 square feet. “The showroom space is fairly new to us,” clarified Cary. “We wanted a professional space to showcase materials, styles, current designs and industry
trends and meet with our clients about their projects. It’s about elevating the customer experience and being able to meet personally to discuss their project and to see the process.” It’s currently under construction and will be completed in the next few months.
Geoff and Cary lean on technology and good internal communications to keep the shop running at maximum efficiency.
On the production side, they use the Flexijet 3D laser measuring system for templating and some heavy machinery to work the slabs. Their primary 5-axis CNC saw is a Thibaut TC600, and they just added a T812 router. “Both of these use the metric system,” said Geoff. “So we are in the process of moving all calculations and drawings throughout our procedures to metric from standard. It’s been an interesting challenge!” For filtration, Bella Casa uses GranQuartz’s Water Bear III filtration system, which cleans and recycles their water. They plan to implement Slabsmith in the next few months. Geoff likes the efficiencies it allows in queuing up the saws in advance, remnant tracking capabilities, and viewing accurate slab layouts.
And while the shop has some state-of-the-art tools to keep things running smoothly, the front end uses a few to maintain efficiency and accuracy. They run Moraware’s CounterGo for quoting and sales tracking. “I don’t know how we’d operate without it, honestly,” admitted Cary. And as a marketer, she understands the importance of brand awareness and bringing in
new business. She relies on Countertop Marketing Co. to help her with the website and search engine optimization to funnel in potential customers. “They’ve also helped us add searchable wholesaler inventories to our site, and they update it regularly, so we are always showing current and available materials,” she added. “It’s been a terrific asset.”
The team holds production meetings and best practice summaries, reviewing projects to brainstorm ways to improve and increase efficiency. “Our margin is lean,” said Geoff. “We’re always looking for ways to operate at our best, and that best is always a moving target.”
The Bella Casa team specializes in top-notch craftsmanship in countertops and surfaces, working primarily with natural stone, including granite, marble, quartzite, and manufactured materials such as quartz and porcelain. They complete an average of 10 jobs per week. Their craftsmanship is often shown in large-scale projects that combine small details that sum into a complex undertaking, exceeding expectations. “Clients come to us for higher-end projects because they know we will give it the attention to detail necessary,” said Geoff.
“Over the past four years, we have committed ourselves to become one of the best fabricators in the Denver area for ultracompact surfaces,” he continued. “They’re just starting to become popular here. We are now one of the only fabricators in the Denver area providing porcelain materials, including Dekton. We don’t shy away where other fabricators do; it’s that level of expertise that sets you apart.”
Cary says working with multiple materials has its benefits. From a marketing perspective, Bella Casa can offer the best range of material choices, and they can attract a diverse clientele. “We have enough designs, ranges of style, and functionality — we can position ourselves as experts across all kinds of projects,” she added.
On the shop side, Geoff says that the broad scope of materials can drain efficiency. “Obviously, if we stuck to fabricating one material, the production line would cruise,” said Geoff. “It takes time to train fabricators on multiple materials, and there is some downtime when it comes to tooling, both of which increase your overall costs.” For example, when it comes to porcelain, Geoff and his team have become efficient using the TC600 but with different tooling. “It’s about learning the right blades, incremental finger bits, feed rates and RPMs.”
Cary attributes the company’s growth to repeat business and key relationships with contractors, designers, restoration companies, and wholesale material distributors in the Denver front range. Their business is primarily residential — about 90%. “We’re rapidly expanding those relationships while serving homeowners directly,” she added. “Being close to material distributors gives us terrific insight into design trends and styles. It helps us stay on top of material offerings while maintaining a streamlined customer experience.”
“From a marketing perspective, we just do our best to keep our company’s visibility front and center,” she continued.
What sets Bella Casa apart from the competition is their devotion to integrity and quality. “In the end, nothing beats a happy customer,” said Geoff. “Any fabricator knows the importance of referrals and how a good customer experience will travel and come back to you in one way or another.” Cary says it’s all about the extra mile in customer service; they genuinely care for their clients and take great pride in making each project the best it can be.
The Jernigans lean on trade shows like TISE and KBIS to stay aware of the scope and depth of the industry. They’re also members of trade associations like the International Surface Fabricators Association (ISFA) and the Natural Stone Insititute. “ISFA events and introductions are so valuable,” said Cary. “Especially the shop profiles and facility tours. We enjoy the networking opportunities and business development discussions. Industry peer and professional relationships are so important for building a successful business.”
“We also make it a point to give back to our local community,” added Cary. “We’re involved with the Littleton Chamber of Commerce, which supports local small businesses. It helps us market our business and make essential connections throughout our community.”
Geoff says the business is rapidly expanding, and they’re doing their best to keep up with it. “We just doubled our shop space, and we’re developing our new showroom — all of which is in a leased building. Even so, I’m already considering a land purchase to build and develop an owned space.”
Even though the economy is in flux, Geoff and Cary are optimistic about the future. With a willingness to challenge themselves with new projects outside their comfort zone, the sky is the limit, says Geoff. “We’ve found success in the past by trying new things — taking on bigger projects that give us the experience and the context we need to keep expanding. It’s inherent in how we work, and we’ll continue fostering that growth by exploring new materials, technologies and processes.”
“Always be curious,” Geoff continued. “Maintain a positive attitude, seek efficiencies and new ways of doing things while working with purpose and intention. I’m always thinking about what’s next —investing in the business with new machinery and, most importantly, good people. That’s our formula for success, and if we stick to that, I know the monetary success will follow.” C
A
B B
“Expanding our website and prioritizing search engine optimization has paid off for us.”
They say perspective is everything. Or that you should keep things in perspective. In today’s fast-paced world, we’re all scrambling to find ways to relate effectively to one another. At our 2022 Annual Conference, Tim Saddoris shared that 75% of the workforce will comprise millennials within the next two years, a generation raised on technology. You can bet that communicating effectively, from their perspective, will require technology.
Moreover, how do you engage your staff in meaningful ways that bring results? Let’s face it: There’s no way to please everyone, and it would be a real challenge to try to communicate perfectly with everyone all the time. A study by the Harvard Business Review indicates that the best assessment of staff has little to do with the traditional feedback approach. Feedback, in general, is not an accurate indicator of performance and is almost always biased to the reviewer’s perspective.
There’s that word again! Perspective.
There are two kinds of feedback: positive and negative. That same study suggests that the brain grows most in areas of ability but focusing on areas of shortcomings impairs learning. While this is not a license to let accountability slide, it does support the concept of having a communication approach that yields the best results. For example, consider the safety checklist your flight attendant reviews before takeoff. I usually don’t tune in because I’ve listened to it hundreds of times. But sometimes, the attendant has a unique spin that draws me in. And, you know what? Sometimes there are a few nuggets that I didn’t catch previously. I guess I just had to hear it a different way.
What is the recipe for success here? It’s a connection between the message and the recipient.
Unfortunately, studies suggest humans are wired to lock on to negative feedback for survival, but that doesn’t always lead to improvement or positive outcomes. So, does it make sense
to spend time providing negative feedback if it doesn’t lead to change? Instead, is time better spent building the checklist or framework for the desired outcome of the work where the focus needs to be? Busy managers are often so caught up in putting fires out, and a cycle of miscommunication often results — especially using the feedback model. Rather than setting the expectation up front, the damage is done. Feedback implies criticism after the fact.
Again, our minds are wired to retain criticism, and such feedback tends to set the stage. In a recent ISFA podcast, Eric Tryon shared an excellent tip for identifying and avoiding communication gaps: Have staff send bulleted lists of notes after meetings with their manager. This exercise inspires accountability on all sides, whether the critical information was clearly communicated or clearly received. Like the airplane safety checklist, there are careful steps to follow, but once they are received, it’s up to the passenger to execute them properly.
Some leaders do this naturally. I’ve been in more than a few shops, and it’s immediately clear those whose staff are aligned and those who are not. A great example is at Augie Chavez’s shop, Gecko Solid Surface Solutions. His staff’s energy is light and fluid. Augie fosters an environment of mutual trust, respect, teamwork and pride. Augie shared that he hasn’t had staffing issues in over a decade. His positive interaction with his team has created total alignment, which translates to employee retention in a big way.
Regardless of individual perspective, asking the why when something goes right — not wrong— builds trust, which leads to more alignment. Investing as a leader begins by asking yourself, am I aligned? Is my staff aligned? Do I understand their challenges? Do they understand my goals? What changes can I make to help alignment? How can I communicate differently to inspire my team?
Assessing alignment rather than feedback just might change your perspective.
Reach me any time at Nancy@ISFAnow.org.
The International Surface Fabricators Association is now accepting submissions for the 2023 ISFA Awards. The program honors excellence in application design, fabrication and installation of projects using manufactured surfacing materials across nine categories.
Seven of the awards are project-based. The categories are as follows:
• Commercial Solid Surface Project of the Year.
• Residential Solid Surface Project of the Year.
• Commercial Mineral Surface Project of the Year.
• Residential Mineral Surface Project of the Year.
• Commercial Quartz Project of the Year.
• Residential Quartz Project of the Year.
• Sustainable Project of the Year.
Projects submitted must employ the designated surfacing material and meet the ISFA minimum standards for the material. In addition, the project must exemplify excellence in all methods of the fabrication process, including safety, training and the use of technology.
Additionally, two awards are given to individuals or companies that excel in the industry. They are as follows:
• The Fabricator of the Year Award recognizes an individual or a fabricator member organization that best exemplifies excellence in business using the ISFA ideals of quality, innovation, character, and service to the association and the manufactured surface industry. Current, active members of ISFA may submit nominations for this award. Selfnominations are accepted.
• The ISFA Hall of Fame Award recognizes an individual who has, during their career, made significant contributions to the decorative surfacing industry and demonstrated leadership and a commitment to the association’s ideals. Current, active members of ISFA may submit nominations for this award. Self-nominations are accepted.
The ISFA Awards program was overhauled in 2022 to widen the categories and create additional opportunities for project submissions. The 2022 award winners were:
• Commercial Solid Surface Project of the Year: Travertina, Cheboksary, Russia.
• Residential Solid Surface Project of the Year: Orion, Smithfield, R.I.
• Commercial Mineral Surface Project of the Year: Casa del Caminetto (CDC), Venice, Italy.
• Residential Mineral Surface Project of the Year: Dominis Stone, Kent, Wash. (top right).
• Commercial Quartz Project of the Year: Indeko, Jalisco, Mexico.
• Residential Quartz Project of the Year: ROCKin’teriors, Raleigh, N.C. (top left).
• Sustainable Project of the Year: Dominis Stone, Kent, Wash.; Sprovieri’s Custom Counters, Addison, Ill.
• Fabricator of the Year: Dominis Stone, Kent, Wash.
• ISFA Hall of Fame Inductee: Kate Dillenburg, Bisley Fabrication, Gresham, Wis. (above left).
The deadline for submissions is June 30, 2023. Submissions are free for ISFA members. Nonmembers can join ISFA for as little as $45 per month and submit their projects.
An independent panel of industry professionals will select the winners for the seven project-based awards. The Fabricator of the Year and the ISFA Hall of Fame submissions will be narrowed to two finalists. These finalists will be determined by a vote from the association’s board of directors. The general membership will then choose the winners; the vote will be held August 1-15.
Winners will be announced at the 2023 ISFA Annual Conference, which will take place October 16-19, 2023, at the Sonesta Ocean Point resort in Sint Maarten. Entrants should submit their projects with the expectation of attending the Awards Celebration at the 2023 ISFA Annual Conference.
Winners will receive:
• One night’s all-inclusive stay at the ISFA Annual Conference, where they will be honored with a ceremony.
• A physical award that includes a personalized plaque.
• A feature story on ISFAnow.org, SurfacesMagazine.com and other promotional channels, including social media and newsletters, at the association’s discretion.
• A feature story in Countertops & Architectural Surfaces magazine with an option for additional coverage in leading industry news outlets and media partners as a result of the association’s official press release.
• Official digital assets for selfpromotion, including award-winner logos and more for use on winners’ social media channels, websites and other marketing materials.
“Fabricators founded our association to provide growth opportunities for professionals within the manufactured surfacing industry,” said Nancy Busch, executive director of ISFA. “The ISFA Awards program is designed to create awareness around the wide array of surfacing materials on the market today and the unique applications for which they are used. Above all, the ISFA Awards program is a platform for fabricators to gain recognition for their outstanding work in a variety of applications.”
“We’ve got an amazing team this year,” said Nancy Busch, executive director. “And all of our board members are keenly aware of the challenges faced by today’s fabricators and other professionals across the industry. Together we’re dedicated to developing resources, programs and events that will enable our members to cultivate key relationships while gaining the tools and insights they need to nurture their businesses.”
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 fullservice, 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.
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 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
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.
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.
Jessica McNaughton serves as president at CaraGreen, a provider of sustainable building materials, including many alternative surfacing materials. She has 20 years’ experience in sales, marketing, business
development and strategy. Previously the director of sales and marketing at CaraGreen, Jessica has maintained her status as a LEED Accredited Professional since 2009 and she hosts a podcast, Build Green Live Green.
Jessica has a degree in electrical engineering from the University of Vermont and a master’s degree in business from the Ivey Business School at Western University.
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.
Mike Henry has worked for ASST for nearly 25 years in almost every capacity. From fabrication to installation to estimating to business development, Mike knows our industry from firsthand experience. Currently serving as director of estimating, Mike is responsible for demand creation for ASST. He is integral to ASST and lives and breathes the core values of being customer focused with integrity, innovation, persistence, enthusiasm and teamwork. Mike holds electronics and history degrees and served 28 years in the active and reserve Navy, retiring in 2010. He is involved in several veterans organizations.
Kimberly Homs, Director
Kimberly Homs is the president and owner of Great In Counters in Smithfield, Rhode Island. She previously worked in sales and marketing for Cosentino North America and Kohler. She founded Great In Counters in 2003.
Kimberly has served on several boards of directors for industry-related associations including the Northeast American Woodworking Industry and the National Association for Women in Construction. She has also acted as a Women In Stone mentor.
Kimberly graduated from the University of Massachusetts with a bachelor’s degree in business administration and later earned her MBA from Concordia University in Wisconsin.
Paul “Max”
Paul “Max” Le Pera is the president and founder of Proprietary Ventures, LLC,
a boutique-style global firm devoted to researching, discovering and deploying disruptive and sustainably oriented proprietary products and technologies.
Having earned a dual master’s degree in finance and accounting, Max managed and grew one of the largest multisurface fabrication shops in the United States, and he was responsible for the proliferation of quartz surfacing in the Mid-Atlantic region as well as building the category nationally when it was first launched in 1998.
Max’s tenure as a building materials executive allows him to remain active and influential while expanding the synergistic scope of his firm. A member of ISFA since its inception, Max is fervent about sustainable manufacturing and helping the industry find and develop new products and processes that contribute to the health and safety of the environment.
Steve Mast, Director
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 co-owns 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.
Travis McDermott, Director Travis McDermott serves as operations manager for McDermott Top Shop in Jefferson, Wisconsin. Having worked in many roles in the company over the past 16 years, Travis is well-positioned to lead the McDermott teams across all aspects. He is adept at all parts of the business, including best practices in fabrication, shop management, CAD and related software programming, sales, inventory, installation and more.
Travis is passionate about leadership and contributing to a thriving company culture; he prioritizes professional development among his team members.
Travis attended the University of Wisconsin, where he earned a Bachelor of Engineering degree with an emphasis in civil engineering. He worked as a civil engineer for two years before transitioning into the family business. Travis is an active champion for the association.
Mike Schott, Director
The founder and president of Onslow Stoneworks, Mike Schott is a fourth-generation stoneworker. After his family emigrated from Guardiagrele, Italy, in the late 1800s, they operated a granite quarry on the Palisades Cliffs overlooking New York City. Since opening in 1993, Onslow Stoneworks has provided Eastern North Carolina with custom natural stone,
quartz, ultra-compact and solid surface countertops.
With unwavering support from his wife, Dawn, Mike has strived to grow Onslow Stoneworks from a two-person shop to one of the largest outfits in Eastern North Carolina — now including three locations. He is passionate about excellent craftsmanship and implementing technological advancements, and he looks forward to transferring operations and ownership to his children — the next generation of Schott stoneworkers.
Before entering the surfacing industry full time, Mike served overseas with distinction in the United States Marine Corps. He is an avid firearms enthusiast and competitive shooter holding three world titles in skeet shooting. He is active in mentorship roles with organizations that assist fellow special operations veterans in transitioning back to civilian life.
Eric Tryon, Director
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 two and a half decades of professional success as an entrepreneur and business owner into shaping one of the nation’s largest and most profitable countertop and specialty surfaces companies in North America. Eric sold Premier Surfaces in 2017 and retired in 2018.
He serves on several boards of directors for organizations in the Atlanta area. He is an investor in several startups and has numerous commercial real estate interests. He mentors and consults several executives specializing in leadership training and employee engagement programs for companies and their teams.
Rodrigo Velázquez, Director 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.
Jim Callaghan is a sales director for GranQuartz, the largest distributor of stone fabrication tools, equipment and supplies in the United States. He graduated from Michigan State University with a degree in marketing, and he attended Central Michigan University where he earned his MBA.
For over 20 years, Jim has specialized in consulting with clients on how to pick the best capital equipment for their fabrication business, as well as integrating automation. Throughout his career, he has helped
hundreds of fabrication firms lower their operating costs and increase productivity.
Jim has been a member of ISFA since 2016, and he has served on the board of directors since 2018.
Frank Sciarrino is a third-generation stone fabricator with more than 20 years of experience in the stone industry. At his family’s fabrication business, Frank climbed the ranks over the years to chief estimator, operations manager, executive vice president and eventually leading the company as president and chief operations officer. Frank’s fabrication business worked with major builders, box store retailers, kitchen and bath dealers, residential consumers and commercial clients. Currently, he is the chief operations officer and managing partner of Quote Countertops and president of Granite Gold In-Home Services, the service end of the Granite Gold stone care products company.
At Quote Countertops, Frank and his team were the first to bring online quoting and checkout to the countertop industry. Frank regularly advises fabricators and marketing companies across the nation to help drive more sales through digital marketing strategy, protection plan services and technology. Frank has a Vistage Executive Leadership certificate from Stanford Graduate School of Business on Strategic Leadership, The Innovation Playbook: Designing Stories for Impact certificate, and Designing Organizations for Creativity and Innovation certificate.
Adobe Walls Stoneworks
Amarillo, Texas
Artistry Countertops, Inc.
Indio, Calif.
Classic Marble, Granite & Tile
North Charleston, S.C.
Dual Construction, Inc.
San Antonio, Texas
Kings Commercial Interior
Springfield, Tenn.
Alexander Counterwrights, LLC
Pascagoula, Miss.
Atlantic Custom Granite & Marble
Dallastown, Pa.
Bedrock Quartz
West Jordan, Utah
Beverin Solid Surface
Lehigh Acres, Fla.
BloomDay Granite & Marble
Winston-Salem, N.C.
Carolina Custom Surfaces
Greensboro, N.C.
Carrara Marble Company of America, Inc.
Industry, Calif.
Counter-Form, LLC
Marshfield, Wis.
Countersync
Augusta, Ga.
Custom Marble, Inc.
Millstadt, Ill.
Cutstone Company
Alabaster, Ala.
M and F Marble and Granite, LLC
Bradenton, Fla.
Madinah, LLC
Bedford Heights, Ohio
Orion RED
Smithfield, R.I.
Pohaku Fabrication
Lihue, Hawaii
Premier Stone Design
St. Cloud, Minn.
Solid Concepts, Inc.
Navassa, N.C.
Solid Surface Design Studio
Lewisville, Texas
SolidSurface Designs
Pennsauken, N.J.
Valley Counter Fitters
Wasilla, Alaska
DeLorenzo M arble
Torrance, C alif.
Galaxy Granite & Marble, Inc.
Hopkinton, Mass.
J.C.W. Countertops
Woburn, Mass.
Modern Countertops
Springfield, Ill.
Natural Stone Countertops
Huntsville, Ala.
Patrick Industries
Elkhart, Ind.
Paxton C ountertops
Grand Ledge, Mich.
ROCKin’teriors, LLC
Raleigh, N.C.
Rynone Manufacturing Corp.
Sayre, Pa.
Shad’s Custom Countertops, Inc. Windham, M aine
Spectrum Surfaces, Inc. Green Bay, Wis.
Sterling Surfaces
Sterling, Mass.
surfaceLAB
Kirkland, Wash.
The Countertop Factory
Anaheim, Calif.
The Top Shop, Inc.
Denver, Colo.
Tower Industries
Massillon, Ohio
Troy Granite, Inc.
Newark, Del.
True Blue Surfaces
San Antonio, Texas
VT Industries
Hostein, Iowa
Whispering Pines Woodcraft, LLC
Penn Yan, N.Y.
White House Stone
Lake Park, Fla.
ISFA
P.O. Box 627
Ingomar, PA 15127
(888) 599-ISFA
www.ISFAnow.org
Executive Director
Nancy Busch (253) 691-0169
Nancy@ISFAnow.org
Operations Manager
Carol Wilhite (412) 487-3207
Carol@ISFAnow.org
Content Manager | Editor
Sarah Peiper (888) 599-ISFA
Sarah@ISFAnow.org
Member Experience Coordinator
Samantha Winslow (888) 599-ISFA
Samantha@ISFAnow.org
Web/Database Administrator
Amy Kyriazis (412) 487-3207
Amy@ISFAnow.org
Administrative Assistant
Kanani Camacho
(888) 599-ISFA
Kanani@ISFAnow.org
Sponsorship opportunities are available for qualifying manufacturers, distributors and other industry-related companies. These businesses are dedicated to the success of the International Surface Fabricators Association and fabricators everywhere. Through their contributions, sponsors enable ISFA to create meaningful opportunities for its membership including training, education, business development, networking and more.
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., Suite K
Chino, CA 91710
877-379-9909
www.greenbvc.com
Bill Barton 6131 Long Meadow Rd. McLean, VA 22101
703-624-1191
BNP Media 210 Route 4 East, Ste. 203 Paramus, NJ 07652
201-291-9001
www.bnpmedia.com
Breton S.p.A. Via Garibaldi, 27
Castello di Godego 31030 Italy
3904237691
www.breton.it/en/
Broadcreek Marketing Associates
16411 Carmenita Rd. Cerritos, CA 90703
ronwick Recruiting
7700 Basil Dr.
Austin, TX 78750
512-981-5294
www.bronwick.com
Caesarstone US
1401 W. Morehead St.
Charlotte, NC 28208
818-378-2667
www.caesarstoneus.com
Cambria USA
31496 Cambria
Le Sueur, MN 56058
507-665-5003
www.cambriausa.com
CaraGreen, Inc.
1406 Transport Dr.
Raleigh, NC 27603
919-929-3009
www.caragreen.com
CH Briggs Company
2047 Kutztown Rd.
Reading, PA 19605
800-355-1000
www.chbriggs.com
Chemcore Industries, Inc.
5311 Fleming Court
Austin, TX 78744
512-243-6823
866-243-6267
www.chemcor.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
Colonial Saw
122 Pembroke St. Kingston, MA 02364 781-585-4364
www.csaw.com
Cosentino USA
355 Alhambra Cir., 10th Floor Coral Gables, FL 33134 786-812-0509
www.cosentino.com
Countertop Marketing Co.
402 Pequot Ave. #772
Southport, CT 06890 203-993-6676
www.countertopmarketingco.com
Covia Corp
9930 Kincey Ave., Ste. 200 Huntersville, NC 28078 800-243-9004
www.coviacorp.com
Crossville Inc.
349 Sweeney Dr. Crossville, TN 38555 931-456-2110
www.crossvilleinc.com
Dafanie Financial Group, LLC
850 Pacific St., Ste. 1162 Stamford, CT 06902 203-666-5560
www.bestburialins.com
Dal-Tile Corporation
7834 CF Hawn Frwy. Dallas, TX 75217 214-309-3162
www.daltile.com
Dixie Plywood & Lumber P.O. Box 2328 Savannah, GA 31402 912-447-7000
www.dixieply.com
Dongguan Kongder Industrial Materials Co. Room 3006-3007, G1 Building Hongtu Rd. Nacheng District, Dongguan Guangdong 523071 China 8613925574811
www.dgkongder.com
Doyle Farris (Bellavati) 6606 FM 1488, Ste. 148-517 Magnolia, TX 77354 859-533-3079
www.doylefarris.com
Duda Consulting 3601 Southwest River Pkwy. Portland, OR 97239 503-949-7738
DuPont (Corian Design) 200 Powder Mill Rd. Wilmington, DE 19803 314-941-5179
www.corian.com
Durasein USA 7030 Quad Ave., Ste. 3 Rosedale, MD 21237 877-771-7712
www.durasein.com
Durcon 206 Allison Dr. Taylor, TX 76574 512-595-8000
www.durcon.com
Dwyer Marble & Stone Supply 23177 Commerce Dr. Farmington Hills, MI 48335 248-476-4944
www.dwyermarble.com
Etemplate Systems (a division of Tri-Tech) 106 Wind Chime Ct. Raleigh, NC 27615 919-676-2244
www.etemplatesystem.com
Evans Midwest 11441 E. Lakewood Blvd. Holland, MI 49424 616-546-8225
www.evansmidwest.com
Evolv Surfaces 1208 Hensley St. Richmond, CA 94801 415-767-4600 #7230
www.evolvsurfaces.com
Fabricator’s Business Coach
309 Gassaway St.
Central, SC 29630-9197
864-328-6231
www.fabricatorscoach.com
Fabspacetech
D-502, Swapnil Arcade
B/h-Sardar Party Plot
Dastan Circle, Naroda, Gujarat
Ahmedabad 382430 India
919316573047
www.fabspacetech.com
Federal Brace
710 E Catawba St., Ste. A Belmont, NC 28012
877-353-8899
www.federalbrace.com
Fifth Gear Technology (Speedlabel)
450 N. Addison Ave. Elmhurst, IL 60126
630-606-8055
www.speedlabel.net
Flexijet North America
11223 Blair Rd. Charlotte, NC 28227
844-MY-FLEXI
www.myflexijet.com
GEM Industries
5030 N. Hiatus Rd. Sunrise, FL 33351
954-749-1228
www.gem-industries.com
Gemstone 2040 Industrial Pkwy.
Elkhart, IN 46516-5411
574-294-8899
www.gemstonesinks.com
Gluewarehouse.com
455 W. Victoria St. Compton, CA 90220
www.gluewarehouse.com
Grand Onyx
134 West South Boundary St.
Perrysburg, OH 43551
567-686-1040
www.grandonyx.pro
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 Incorporated
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. Unit 283, Bldg. 12 Brooklyn, NY 11205 718-624-4900
www.icestoneusa.com
Ignite Consulting Group (Hot Sauce Selling Software) 450 N. Addison Ave. Elmhurst, IL 60126
630-606-8055
www.hotsauceyourtops.com
INEOS Composites
5200 Blazer Pkwy. Dublin, OH 43017
614-790-2078
www.ineos.com
Infinity Surfaces
Via Giardini Nord 225
P.IVA : 00175990365
Pavullo Nel Frignano Modena 41026 Italy 390536329322
www.infinitysurfaces.it
InfoStream Solutions
134 West South Boundary St. Perrysburg, OH 43551
567-686-1040
www.infostreamusa.com
InnoChem/Akemi
160 Candlewyck Dr. Avondale, PA 19311
www.akemi.com
IPS Adhesives LLC (Integra Adhesives)
455 W. Victoria St. Compton, CA 90220 919-598-2400
www.integra-adhesives.com
Jaeckle Distributors
4101 Owl Creek Dr. Madison, WI 53718 608-838-5400
www.jaeckledistributors.com
Karonia Surfaces
Ansym Lodge, Water Lane
Eggborough, GOOLE
DN14 0PN United Kingdom 447814415724
www.karonia.com
Karran 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 (Porcelanosa)
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
Lane Supply Company 2050 West Barberry Place Denver, CO 80204 303-908-9095
www.lanesupplycompany.com
Lapitec Via Bassanese 6 Vedelago, Treviso 310503 Italy
www.lapitec.com
Laser Products Industries, Inc. 1344 Enterprise Dr. Romeoville, IL 60446 630-755-5402
www.laserproductsus.com
LOTTE Chemical
6 Centerpointe, Ste. 100 La Palma, CA 90623
714-443-0901
www.lottechem.com
LX Hausys America, Inc. 900 Circle 75 Pkwy., Ste 1500 Atlanta, GA 30339
678-535-4113
www.lxhausysusa.com
Marble & Granite, Inc. 270 University Ave. Westwood, MA 02090
781-915-1250
www.marbleandgranite.com
Meganite, Inc.
1461 S. Balboa Ave. Ontario, CA 91761
909-391-8886
www.meganite.com
Moksh Tech
#1204, Pushpak Landmark Bldg. Near Titanium City Center Anand Nagar Rd. Prahlad Nagar Ahmedabad - 380 015 India 3012522673
www.mokshcad.com
Moraware
13125 Welcome Way Reno, NV 89511 866-312-9273
www.moraware.com
MPRO Media LLC
210 Route 4 East, Suite 203 Paramus, NJ 07652 201-291-9001
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 Install System 30485 S.E. Veterans Blvd. Estacada, OR 97023
503-212-4034
www.noliftsystem.com
NOW1 LLC
4180 Merritt Drive
Cummings, GA 30041
Companies listed in red are ISFA 2023 Sponsors
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
The Palmer Group Holdings (Kitchen Design Solutions)
760 King George Blvd., Ste. E Savannah, GA 31419
912-349-2431
www.kitchendesignsolutions.com
Park Industries
P.O. Box 188 St. Cloud, MN 56302 320-251-5077
www.parkindustries.com
Parson Adhesives Inc. (Chromalok)
3345 Auburn Rd., Ste. 107 Rochester Hills, MI 48309 248-299-5585
www.chromalok.com
PinPoint Status
29750 Shaker Blvd.
Pepper Pike, OH 44124 216-400-5333
www.pinpointstatus.com
Plastiglas de Mexico SA
Frente a la Estacion del Ferrocarril FFCC
Maciovio Herrera S/N
Ocoyoacac 52740 Mexico
www.plastiglas.com.mx
Poseidon Industries
4080 Duncan Road
Punta Corda, FL 33982
Princeton Chemical Company
7030 Quad Ave., Ste. 3
Rosedale, MD 21237 877-778-6878
www.princetonchemical.com
Prodim Systems
7454 Commercial Cir. 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
QXM Solutions
4815 E Carefree Hwy, Suite
108-297
Cave Creek, AZ 85331
602-760-5032
www.qxmsolutions.com
Regent Stone Products
2656 Quality Ct. Virginia Beach, VA 23454
800-624-8210
www.regentstoneproducts.com
Rock Doctor/Apex Products LLC
8333 Melrose Dr. Lenexa, KS 66214 913-894-0288
www.rockdoctor.com
Rockheads Group
815-210-1006
www.rockheadsusa.com
RouterBitsNow
520-954-0534
www.routerbitsnow.com
Sage Surfaces, LLC
6700 The Woodlands Pkwy. Ste. 230-303
The Woodlands, TX 77382
837-403-2847
www.sagesurfaces.com
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
The Stone Collection
11935 N. Stemmons Fwy. #100 Dallas, TX 75206 972-488-5700
www.thestonecollection.com
Stone Fabricator Elite
211 E 43rd St., 7th Floor #270 New York, NY 10017 646-599-5704
www.stonefabricatorelite.com
Stone Services Group
10308 S. Keeler Ave. Oak Lawn, IL 60453 815-210-1006
www.stoneservicesgroup.com
Swan Surfaces
200 Swan Ave. Centralia, IL 62801 800-325-7008
www.swanstone.com
Synchronous Solutions
3405 Rainbow Dr. Waxhaw, NC 28173 704-560-1536
www.synchronoussolutions.com
TotalHousehold Pro
65A Walnut Hill Rd. Bethel, CT 06801 203-733-1276
www.pro.totalhousehold.com
US Silica
24275 Katy Fwy., Ste. 600 Katy, TX 77494 346-334-0745
www.ussilica.com
US Surfaces
4601 Spicewood Springs Rd. Bldg. 1, Ste. 100 Austin, TX 78759 512-454-2229
www.ussurfaces.com
Vendura
1202 Femrite Dr. Madison, WI 53716
262-613-0225
www.vendura.com
Vicostone USA 11620 Goodnight Ln., Ste. 100 Dallas, TX 75229 972-243-2325
www.us.vicostone.com
Water Treatment Solutions 6 Merrill Industrial Dr. Hampton, NH 03842 603-758-1900
www.watertreatmentonline.com
Web-Don 1400 Ameron Dr. Charlotte, NC 28206 800-532-0434
www.web-don.com
Welnest 350 South St. McSherrystown, PA 17344 844-935-6378
www.welnest.net
Willis 1149 Pioneer Rd. Burlington L7M 1K5 Canada 289-775-5814
www.4willis.com
Wilsonart 2501 Wilsonart Dr. P.O. Box 6110 Temple, TX 76503-6110 800-433-3222
www.wilsonart.com
Wood Stock Supply Inc. 4705 S. I-90 Service Rd. Rapid City, SD 57703 605-341-6900
www.woodstocksupply.com
ZOLLER Inc. 3900 Research Park Dr. Ann Arbor, MI 48108 734-332-4851
www.zoller.info/us/home
Park Industries’ latest offering in the dedicated miter saw market is the CrossCut XP. Focused on accuracy, speed and a simple operation, the CrossCut XP delivers exact miters up to 55 inches per minute. It’s ramped up with all the horsepower you’ll ever need, new touchscreen controls and all-way rollers to move parts on its table effortlessly. Cutting miters this clean has never been easier.
If you have a robotic sawjet or a manual bridge saw, Park Industries invites you to move your miter cutting to the CrossCut XP. This will expand your production capabilities to meet the market’s demand for waterfall and mitered edges. The CrossCut XP miters parts up to 2 inches thick to a 45-degree angle (+/- 2 degrees).
“Mitered edges are quickly becoming one of the leading edges in today’s market,” added Meagan Hegland, director of sales from Park Industries. “We are proud to offer the most miter cutting solutions in the countertop industry and are excited to add this upgraded miter saw to Park’s lineup.” Watch videos, learn about features, view machine specs and learn more about the CrossCut XP Miter Saw at www.parkindustries.com/crosscut.
Lapitec, known as the leader in sintered stone surfaces, has now launched its new Veloce blade which reduces fabrication time by 75%. Unmatched in the industry, the Veloce blade takes Lapitec sintered stone to the next level by increasing stone fabricators throughput and efficiency with shorter cutting times. The Veloce blade is offered in 14-inch, 16-inch and 18-inch sizes and fits most standard stone fabrication saws. For more information about Lapitec or the Veloce blade visit www.caragreen.com/brands/lapitec/.
With over 600 Robo SawJets operating in North America, BACA Systems is proud introduce the Robo SawJet M Series. The M Series provides mitering with the saw blade and the waterjet for even the hardest materials. While the traditional Robo SawJet provides 90-degree cuts, the M Series can cut miters and inside corners with its 45-degree miter range (+/- 5 degrees). BACA’s robot-based machinery provide customers with a low-maintenance cutting solution with the best reliability, process accuracy and productivity in the industry. The M Series is available in both single and dual table models. BACA customers invest in the right machine today, knowing they can upgrade a single-table machine to a dual-table system in the future to double production. Visit www.bacasystems.com to learn more about the Robo SawJet M Series and other surface fabrication equipment.
glass2 surfaces are made from 99% fused recycled glass and are resin-free. Available in 11 colors, there are many applications including countertops, tabletops, fireplace surroundings, wall/ floor cladding and more. glass2 stands out in the surface world because the majority of their color options are fully translucent. Slabs are available in three thicknesses: 16 mm, 20 mm, and 30 mm. glass2 is resistant to weathering due to wind and rain, and it can be used for both indoor and outdoor applications. This material is super easy to clean and 100% nonporous. For more information visit www.caragreen.com.
LT3Raptor is a new digital templating platform designed with a robust Cloud-based management hub to make you faster and more efficient not only in templating, but other areas of your process including job management, programming and more!
Quick just got quicker with Templating Intelligence
LT3Raptor has built-in Templating Intelligence to make quick even quicker. From Edge Detection to One-Touch technology, finish fabrication-ready files in fewer clicks easily and intuitively.
Same simplicity. Enhanced experience.
LT3Raptor has taken the user-friendly foundation of the current LT software and enhanced it. The new UX and UI feature workspace customization, improved quick actions and more.
Templator.com powered by LPI Cloud
A cloud-based management hub is at your fingertips where you can view and manage jobs, edge styles, drop-ins, user permissions, workflows and more.
If you are interested in learning more about LT3Raptor, visit www.lt3raptor.com.
Durat is a unique solid surface material used to create colorful, durable counters, furniture, sinks and tubs. Durat recently launched a brand-new collection of five colors, all in shades of blue! Durat surfaces are nonporous and show no seams, making them easy to keep clean and last a long time. Durat consists of up to 28% recycled hard plastics diverted from the waste stream and is 100% recyclable at the end of its life through Durat’s takeback program. Durat is made in multiple international locations but can be made in the U.S. for projects seeking to localize their procurement. Durat sheets are typically 114 inches by 32 inches and can be customized for maximizing yield and minimizing waste. For more information about Durat or to request a fan deck of all pigment options, please contact info@caragreen.com.
Got
ISFA can help you get the word out! Send press releases to Editor@ISFAnow.org or visit www.ISFAnow.org/advertise for more information about our marketing channels.
The countertops and decorative surfaces industry is constantly evolving, and 2023 is shaping up to be different than years prior. The last two or three years were whirlwinds of supply chain challenges, labor shortages, and at times, overwhelming levels of activity in our industry — some of which continue to persist. Looking at the year ahead, most economists are predicting a slowdown. Although some fabricators may welcome the opportunity to reel in their lead time and catch up on their backlog, now is not the time to slow your roll.
Each new year presents the opportunity to review the prior year’s financials and overall business performance. What’s working for you that you want to continue to build upon? What isn’t working, why, and when should you pivot away from it? And most importantly, what should you start doing that you haven’t yet prioritized?
When preparing for an economic slowdown, one of the most important things is to ensure you’ve diversified your product offerings and customer base. If you’re exclusively servicing kitchen and bath dealers, you might consider starting a direct-to-consumer channel. (It can be done without alienating your dealer base!) Direct-to-consumer business has improved margins and cash flow, and it ultimately helps your sales organization when working with kitchen and bath dealers, contractors and builders since you now have firsthand knowledge of the hurdles that come with working directly with homeowners and how to overcome them best. The point is, whatever your current mix of business may be, try not to have one segment of your business account for more than 50% of your overall revenue — ideally, no more than 33%. This can help insulate your business if one market or product line experiences a downturn.
Finally, it’s crucial to stay on top of industry trends and be
proactive in seeking new business opportunities. Whether it’s offering new products or services, or exploring new markets, staying agile and adaptable can help your business thrive in any economic climate. The best way I’ve found to do so is to attend industry events and be an active member of trade associations like ISFA. As this year’s president, perhaps you think I’m biased, but I can tell you that my business wouldn’t be where it is today without the relationships we’ve made through this association. The connections you’ll make with other fabricators, suppliers and industry partners will be invaluable to you for years to come. Lean on the support system: Get involved in the industry by attending a trade show or ISFA event, dive into our podcast library or watch a facility tour. If you aren’t an ISFA member, you’re missing out on a network of fabricators and industry partners who are willing and eager to share best practices, new products and the latest trends.
Speaking of trends, one trend we’re noticing is the increasing popularity of thinner, sleeker-looking countertop materials — ½-inch to ¾-inch thicknesses. In terms of colors, we’re seeing a shift away from the stark, all-white kitchens toward warmer, more natural tones. While lighter-colored countertops are still the most popular, we’re seeing more brown tones subtlety incorporated into white and gray color schemes to tie in to the increasingly popular (again) natural wood-stained cabinetry. Designers are choosing greens and blues to add a pop of color to the space.
Overall, the kitchen and bath industry will be full of challenges in 2023, but that does not mean a lack of opportunity. By staying attuned to industry trends, focusing on customer service and relationships, and being proactive in seeking new business, you can position your company for success in the year ahead.
When and if there is a recession — if we’re not already in one — nobody said your business has to participate in it.
