Nature Stone^® Celebrates 10th Anniversary

Maple Heights Press

What do a red Ferrari, an Italian Villa and thousands of Clevelanders have in common? They'll all be standing on the floor product Nature Stone, the 1999 National City Home and Garden Show Feb. 6 to 14 1999 at the International Exposition Center.

Nature Stone, a locally-developed blend of natural stone and specially-formulated epoxies, will grace the floor of the show's Italian Villa entrance plaza, the nearby carport housing a shining new Ferrari, as well as the walkways, garage floors and laundry rooms for the Boulevard of Homes.

A sizable Nature Stone exhibit illustrating Nature Stone uses, colors and samples will complete the company's presence at the show, which altogether encompasses 5,000 square feet of flooring.

According to the Bedford-based Nature Stone's owner Russ Masetta, "We felt this show offered a great opportunity to showcase our beautiful products - so we didn't hesitate to contribute to what we believe will be a groundbreaking Home and Garden Show in terms of attendance and interest."

The Nature Stone exhibit will also be on display at the NARI (National Association Of the Remodeling Industry) Home Improvement Show which runs Jan. 27-31 1999, also at the IX Center.

Ten years ago, Masetta said he was working 12-hour days for his family-owned business in the concrete maintenance and repair industry.

Looking for a way to reduce costly concrete repairs, Masetta soon began experimenting with epoxies, stone and mixtures "believing they had the potential to correct deficiencies in the concrete," Masetta said.

He said what he found amazed him. A product that could be spread over concrete and correct unevenness, cracks and other problems, yet one that would allow water to pass through, eliminating puddling. A great idea, too, for damp basements, he said.

With what Masetta saw as a "true vision for the future," Nature Stone was born, created and trademarked nationally - first as a sideline, but now Nature Stone is Masetta's business, with sales that have quadrupled in the past five years, to more than $2 million in 1998.

"We spent a long time perfecting the product, but now, when customers see it's many benefits, Nature Stone sells itself," Masetta said.

With natural stone embedded in the specially formulated resin, Nature Stone has a diamond-like finish that enhances the beauty and color of the stones.

It comes in a large variety of colors from Alabama Rainbow to Razorback Red to White Rose Marble.

Originally, Masetta said, Nature Stone was intended for outdoor use, in projects like pool decks and patios. But with further research and by using smaller more aggregate stones, "we created an indoor flooring market for basements, garages, sunrooms and laundry rooms." In fact, Nature Stone is now being used extensively with commercial applications, said Masetta.

Today, indoor uses have exceeded outdoor sales, he said. The most common basements - where customers want to finish a rec-room or play room. To those people, Nature Stone is the perfect solutions, said Masetta, attractive, even and moisture-resistant. According to Masetta, it won't peel like paint or "pop off" like floor tiles.

It is also popular for commercial use with customers like Embassy Suites in Beachwood - where it is used on the pool deck - or at Dave Towell Cadillac where the showroom floor is Nature Stone.

Nature Stone now serves Cleveland, Akron, Canton and Columbus.

But what Masetta is most proud of has nothing to do with the rising profits. He said he values his customers and employees - always striving to create the highest quality products for customers - and the best working environment for employees.

And there's one more thing. Believing he's been blessed Masetta gives 1 percent of each sale to his customers' favorite charities - not as a sales gimmick but in what he calls "honest appreciation for my own good fortune."