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H.E. Satterwhite Still Tops in Stone and Tile
Fabrication done old school. While there’s some very modern equipment in the Satterwhite shop, the finishing is mostly done by hand by their quality-conscious craftsmen. (Photos courtesy H.E. Satterwhite)
By Sharon Koehler
On May 1, 1959 (yes, 1959), John Stonnell and Howard E. Satterwhite opened the doors to Stonnell and Satterwhite, Inc. By 1966, this up-and-coming tile and terrazzo installation company moved to its current location at 12 South Lombardy St, in Richmond, Va. Ten years later, in early 1976, the company transitioned over to H.E. Satterwhite Inc., still a tile and terrazzo installation company.
In the 1970s, H.E. Satterwhite, Inc. started fabricating vanity tops, jambs, curbs, and thresholds, in addition to its tile and terrazzo work.The stone products of the company grew over time, and came to dominate the company’s focus. Their first stone saw was an old Tysaman brand, which later became Sawing Systems. Today, stone projects and installation are a major part of the company. H.E. Satterwhite fabricates and installs all types of natural stone and quartz projects. Right alongside the tile work they still do, the stone side installs countertops, shower walls, fireplaces, bars, and anywhere else the customer needs stone. They are a full-service stone and tile shop, offering design, fabrication, installation and repair of natural stone, quartz and slate, plus design, install and repair of tile projects. While they don’t have a specific designer on staff, Debra Graves, the Vice-President of Sales and JR Perkins, the Shop Manager, are always willing to help customers with their tile and stone selections. Their showroom is currently being remodeled, but they do have a slab yard right outside the back door, stocked with mostly locally-sourced slabs for customer convenience. Their website address appropriately states exactly what they do: countertopinrichmondva.com. And even though their name isn’t on their website address, it doesn’t seem to matter. Debbie admitted that a lot of their business is word of mouth, which they feel is a direct result of their excellent customer service. However, they also have professional relationships with many area builders and architects, some going back 30 years. Most of their tile work is for commercial projects, while most of their stonework is residential. H.E. Satterwhite is a member of the Natural Stone Institute and their local Better Business Bureau (BBB) chapter. They also have profiles on Facebook, Instagram, and Houzz. Plus, they enjoy a 5-star rating on Google, which also helps bring in business. OSHA has been to their shop and found everything to be in-line with their standards, but the shop itself is not OSHA certified.
H.E. Satterwhite has long-term relationships with several area high-end builders who appreciate the quality and attention to detail they add to the project.
When Debbie was asked: “What makes your shop special or different from other tile/stone shops?” She was very quick to answer: “We are old school. We do everything by hand. That gives us the opportunity to do specialized projects that some more automated shops can’t do. We have craftsman, not just machine operators.”
Read more in the May 2023 issue of the Slippery Rock Gazette.
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Sooner or Later, You Will Need to Do Marketing
By Rick Phelps
IF you and your business are good at continuous improvement, a time will come where what limits your ability to grow is NOT in your fabricating facility, it is out there in the marketplace. Your sales force, accustomed to taking orders, is now going to have to go out and really sell, and the business will need or want to do marketing to attract new business. Your core competency is in fabricating countertops, so you outsource your marketing to someone who is a professional and knows what they are doing. This is a very good idea! Well, it’s a good idea IF you know how to identify marketing firms that “know what they are doing.” Of course, they understand and are experts in Facebook, Instagram, and lots of other marketing environments. What they don’t know is your business, and this can lead to problems if you don’t know enough about marketing yourself to ensure they are doing a good job on your behalf. To bring this point home let’s create my fake company – Rick’s Steakhouse – Finest Aged Beef. I am a connoisseur of beef, buying nothing but the finest organic grass-fed beef for the steaks I sell in my restaurant. I buy the beef by the slab and age it in my own freezer, butchering it when it is at its prime, to grill up and serve to my discerning patrons.
We have some space in my restaurant many nights, so I hire a local marketing company to run some ads for my business in Facebook, where my target audience is known to hang out. The marketing company comes by my establishment to interview me and take some pictures for use in the ads. Facebook is a very visual medium, after all! I proudly show them a fine slab of beef hanging in my freezer, pointing out all the virtues of that particular slab…
The ad runs and I couldn’t be prouder – the picture really captures the quality of the beef we use! Pretty ridiculous right? Absolutely no one is going to look at that ad and think, “Man, I really need to get down to Rick’s Steakhouse tonight for a bite of that.” I mean NO ONE! This ad does not speak to the wants, needs and desires of the customer. It speaks to me and my needs and desires to talk about my expertise in choosing the finest beef. The ad is really all about me! I didn’t get inspired today to write this article in a vacuum. It was inspired by ads and websites I see in this industry, where the slab hanging isn’t beef, its granite or quartz. Can you imagine a homeowner looking at a slab of granite in your ad and then closing their eyes to visualize that very slab, installed in their kitchen as an island and countertops? No? Exactly! That’s about as likely to happen as when you looked at that slab of beef and thought, I can picture that as a perfectly prepared steak on my plate tonight! It won’t happen!
Read more in the May 2023 issue of the Slippery Rock Gazette.
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A Sneak Preview from the June 2023 Issue
Dakota Mahogany: Core of the Continent
by Karin Kirk
Continents don’t come of age all at once. Rather, they are assembled, piece by piece, through the long process of plate tectonics. Every continent has a core – or a ‘craton,’ as geologists call it – that serves as its original landmass. Onto this nucleus of a continent, new land carried along by plate tectonics eventually bumps into the craton, and becomes part of the new continent, growing it larger through successive collisions. Thus, most continents are oldest in the middle, with progressively younger parts added around the edges. North America was ‘born’ about 3 billion years ago with the assembling of the Superior Province, which makes up the bedrock in south-central Canada and north-central United States. A sequence of five events each added a new piece of land, as the young continent gained the real estate that became Manitoba, Ontario, the Great Lakes Region, and northern Minnesota. The youngest part of the original North American craton is called the Minnesota River Valley terrane, which is a chunk of land that slid into the young North American continent around 2.6 billion years ago. At the time of this tectonic collision, Minnesota and the Dakotas were home to soaring mountain ranges as landmasses collided and pushed rocks upward. Pressure and heat from the tectonic activity caused the bedrock to buckle and melt, creating liquid magma. Pockets of molten rock flowed upward within Earth’s crust, but didn’t reach the surface, so the magma didn’t erupt like a volcano. Instead, these magma pools cooled slowly while still underground, forming crystals of feldspar, quartz, and dark mica. Western Minnesota contains several of these granite intrusions, and because geology has no concern for state lines, one lone spot of granite welled up in South Dakota, not far from the Minnesota border. This was the birth of the Dakota Mahogany Granite, in what is now Milbank, S.D. The formation of Dakota Mahogany marks the last time the Midwest endured a tectonic collision. Since then, seas have advanced and retreated across the landscape, the continents have rearranged themselves in different parts of the globe, and vast ice sheets grew, then melted, then grew again, over the course of several ice ages. After 2.6 billion years of erosion, the Midwest’s former mountain ranges have been worn down, leaving the landscape mostly flat. Through all of this, Dakota Mahogany sat patiently, waiting for its day in the sun.
The trademark color of Dakota Mahogany has become recognizable around the world. It’s made of three minerals: Brick red feldspar, grey smoky quartz, and black biotite mica. Taken together, the rich colors lend a deeper, weightier color than the light grey, tan, or pink hues that are more common for granite. (Photo ©Michael Schwartz and courtesy Dakota Granite)
The formation of Dakota Mahogany marks the last time the Midwest endured a tectonic collision. Since then, seas have advanced and retreated across the landscape, the continents have rearranged themselves in different parts of the globe, and vast ice sheets grew, then melted, then grew again, over the course of several ice ages. After 2.6 billion years of erosion, the Midwest’s former mountain ranges have been worn down, leaving the landscape mostly flat. Through all of this, Dakota Mahogany sat patiently, waiting for its day in the sun.
Continued in the June 2023 issue of the Slippery Rock Gazette.
Also featured in the May 2023 issue of the Slippery Rock Gazette
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Publisher’s Corner
By Rick Stimac, BB Industries President/CEO
BB Industries welcomes customers and vendor partners to its Third Annual Partners in Paradise Event, held in Cancun.
In April, BB Industries hosted its annual celebration trip to thank customers and vendors for their partnership—the Third Annual Partners in Paradise event and awards ceremony. Partners in Paradise is a rewards trip for BB Industries customers who have met a sales percentage, as well as for vendor partners who help sponsor the event. This relaxed, four-day business trip offers opportunities for networking and best practice-sharing at a destination resort. There are roundtable discussions, with presentations sprinkled in, and the annual awards ceremony is a highlight of the event. I’d like to congratulate the following BBI Partners and Award Winners: Konkus Marble, for our Presidential Excellence in 2022 award. Atlanta Kitchens received our Pinnacle Award for Largest Volume in 2022. Our partners The Countertop Factory, Midwest/Southwest received the Diamond Partnership Award for 2022.
The honors for Outstanding Growth in 2022 went to Wisenbaker Builder Services. I love this time with our customer and vendor partners because we get to know them on a personal and not just a professional level. Picking great partners is one of the ways BBI is successful, and we like to share the success with everyone. It’s a great way of saying ‘Thank You’ to our special partners in an informal setting. I’d also like to thank our Vendor Partners who sponsored this year’s event: Integra, Marmo Meccanica, Park Industries, Poseidon, Tenax USA, and Weha USA. Let’s do it all again, next year!
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