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On the tiles: a force in American interiors celebrates its 20th birthday in style
Exquisite Surfaces, a company specializing in providing stone, wood, cement, and ceramic tiles, is celebrating its 20th anniversary. Founded by Paula Nataf in 1997, the company has grown from a small showroom in Los Angeles to operate six showrooms across the United States, with a seventh opening soon in Miami. The business is a family affair, with Paula and her sons, Franck and Alexis, at its core. While Paula initially handled everything from shipping to custom mosaic creation, her sons later joined to manage operations and customer service, respectively. The Nataf family attributes their success to strong, personalized customer service and transparent communication with clients.
To commemorate two decades in business, Exquisite Surfaces has launched the E/S 20 collection, inviting 20 prominent American designers to create an 8x8-inch cement tile. This eclectic group of designers includes names like Lisa Eisner, Kelly Lamb, Suzanne Tick, Michelle Nussbaumer, and Jamie Bush, reflecting the company's established reputation within the design industry. These commemorative tiles are handcrafted in a factory near Fez, Morocco, where artisans use traditional techniques, including creating metal molds and pouring colored liquid cement. Each tile is made by hand and takes approximately eight minutes to produce.
The company's operations in Morocco are overseen by Gilles, a long-term associate who ensures the quality and production of the tiles. The Nataf family emphasizes the importance of strong relationships not only with clients but also with suppliers and artisans, which are crucial for sourcing unique materials and managing complex logistics. Their genuine passion for materials is evident in Paula's intuitive ability to discover new and innovative products, such as aged limestone or blue oak, which significantly influenced American interior design trends and boosted sales.
Exquisite Surfaces has collaborated with notable design studios, such as LA-based Commune, which has enhanced the brand's cachet. Beyond commercial success, the company is also committed to sustainability through its Choose to Reuse initiative, launched last year. This program focuses on researching and educating the construction industry on the proper use of salvaged materials, emphasizing that materials are too precious for a single life. Five percent of all sales from the E/S 20 collection will support this initiative, reflecting the company's belief in the inherent honesty and value of quality materials.
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