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In the natural stone industry, we live between the concepts of form and function. Genuine stone provides the foundations for buildings and homes as well as decorates those structures with its artistic characteristics. There is an inherent beauty in stone that is appealing to builders, designers, architects and homeowners, but people are also intimidated by products of great beauty and mystique, leading to misconceptions and lack of understanding.
As fabricators, you have the opportunity to not only be craftsmen, but educators, too. Perhaps it's more than an opportunity; it's an obligation to dispel myths and correct misconceptions. You have the ability to inspire customers to choose a product and process that addresses the delicate intersection of their practical needs and desires.
Because it is such an effective blend of form and function, we are seeing a consistent increase in the use of genuine stone. From floors to counters, walls to the roof, people are turning to stone now unlike any time before. I believe there are a few reasons for this trend. Pricing aside, consumers desire unique structures, timeless aesthetics, outdoor living spaces and a "green" living ideal.
Consumers, particularly the affluent, seem to constantly seek the next new thing. For years, it was granite, granite, granite. And, while granite is still hugely popular, we are seeing increased demand for marble, limestone, rubble stone and flagstone. This is largely because of granite's success. Now, people are looking at other ways to extend the use of natural stone products. Fortunately for the stone industry, each piece of natural stone is a unique work of art. When a consumer chooses granite (or any other stone) for their countertop (or other application), theirs will be different than their neighbor's counter and their neighbor's neighbor's, and so on.
Stone is also an increasingly popular choice because it stands the test of time. The durability of natural stone is one its strongest assets. There is also the connection to history. From the Pyramids to Stonehenge to Mt. Rushmore, stone existed before humans ever did. In some cases, people aren't just looking for stone, but for a connection to the past that they can incorporate in their home or building. Whether they use historical stone or stone that is intentionally aged to look like it has been weathered by time, there is an irrefutable attraction to an "Old World" feel by many consumers. Techniques such as acid etching, sculpturing, brushing and honing enable stone to be manipulated to define or align with an overall design, theme or simply a consumer's self-expression. In short, stone is a timeless design statement with staying power.
Another trend we've noticed is the focus on outdoor living spaces. I'm not just talking about patios, pathways and pavers, but elaborately designed rooms set on an outdoor stage. Pergolas supported by stone columns, outdoor fireplaces, housing for grills, fountains and built-in benches are all very popular in today's outdoor design environment. More so than anything we've seen in recent years, designers aspire to increase the use of stone products in their plans. To quote landscape architect Thomas Woltz, "There are countless aspects to a landscape — trees and shrubs come and go, but when you consider stone, at that point, you're touching eternity."
Emphasis on sustainability is an integral part of the fourth trend I mentioned — the green movement. Green building is an exciting and significant development in the construction industry in recent years. Natural stone offers many attractive, environmentally friendly benefits such as durability, ease of care and maintenance, recyclability and an enduring life cycle.
It is clear that natural stone is a durable, sustainable building material. However, longevity is not enough. Natural stone's impact on the environment and how it supports environmentally friendly building methods and principles are yet to be defined. The Natural Stone Council is working to help define and implement green building practices. Sustainable building is not just about standing the test of time; it is about our earth, air and environment.
Regardless of what might be "trendy," choosing stone makes a statement that the builder, designer or homeowner has an appreciation for timeless products with a history of quality. I encourage you to learn about stone, from installation to care and maintenance. You will be amazed by stone's diversity in terms of porosity, color consistency, veining, fissures, etc. Further, natural stone incorporates so many different products that can be fabricated in so many different ways that it's hard to imagine not being able to meet the needs, desires and dreams of any homeowner, designer or builder. Stone is a great blend of form and function.
About the author:
Mark Fernandes is chairman of the Natural Stone Council. He may be reached at mfernandes@luckstone.com. For additional information on the NSC, please contact Duke Pointer, Executive Director, at dukepointer@aol.com or 603-465-2616.
author: By Mark Fernandes