DesignSpec Co-Founder Fiona Sanipelli recently sat down with Steve Stringfellow, owner of C to C Tile and one of the founding partner-vendors for our upcoming DS Сollection. C to C Tile supplies tile for classic and contemporary projects. The company offers excellent customer service and superior products that will stand the test of time. During the conversation, Steve shared insights into his journey as a company owner, discussed his unique approach to the craft, and offered valuable advice to fellow design vendors.
Could you share a bit about yourself and how your company was started?
I am Steve Stringfellow, and my company is called C to C Tile, which stands for Classic to Contemporary Tile. I started C to C Tile when the tile store I worked for went out of business a little after the economic downturn of 2008. I had been a salesperson and showroom manager, but when my showroom closed, I realized I needed to take a risk and start my own business. I had orders and clients but no showroom, no business account, and no way to fulfill the orders. I ended up using my credit cards to make things work.
It’s been 14 years since I went into business for myself. My journey has had its ups and downs, and I’ve had to reinvent C to C to adapt to the changing market constantly. Unlike big stores with large warehouses and a big team, I operate my business hands-on. I strive to make my part of the industry more personalized and sustainable while always looking for quality products. I aim to offer reasonable pricing for luxury items to make them more accessible to my clients.
I strive to make my part of the industry more personalized and sustainable while always looking for quality products.
– Steve Stringfellow, Owner, CtoC Tile –
Do you have a philosophy for guiding the aesthetics of your products, or do you just choose things that are unique to you?
I go for weird. There’s so much of the ordinary in the tile world already. Nobody will argue with the practicality of a 3×6 Subway Tile, but I want to ensure white is not the only choice. I want to have purple. I want to have the fire engine red. I want people to have options for creating something unexpected and unique with our tiles. People usually seek me out for the unusual but end up buying the basics because they lack the courage to go for it. Several years ago, I used to have a deep purple tile with floating lavender bubbles. A lot of people were interested in that tile because of the intense colors. Nobody went for it, but they bought the plain white one and will continue to encourage clients to make Bold choices.
I go for weird. There’s so much of the ordinary in the tile world already. I want people to have options for creating something unexpected and unique with our tilesI try to understand my clients’ end goals. Do they want a 12 by 24 Carrara because it’s a budget issue, or are they unaware of other materials? I don’t offer commercial-grade Carrara; I recommend premium quality unless the client specifically requests commercial-grade, ensuring it meets everyone’s expectations of what Carrara should be. I strive to provide my clients with as much information as possible about a product. I believe setting realistic expectations is crucial. Sometimes, I might come off overly pedantic about these things, but I want people to understand the materials so that they’re happy with their purchase.
I believe setting realistic expectations is crucial.
– Steve Stringfellow, Owner, CtoC Tile –
Could you highlight a few of your favorite products from your selection?
Lava Stone is my favorite product that I sell. It is unique because we can use it to make tiles, kitchen countertops, bar tops, table tops, flooring, and so on. We can also customize the stone before glazing it and create different patterns with the glaze. Additionally, we can produce both large and small format pieces with this material. Lava Stone offers a wide range of design possibilities. It is expensive, luxurious, and probably out of price reach for many projects. But I am really enthusiastic about these products because they are durable and suitable for use in hospitality and residential settings. With a countertop made from Lava Stone, you can have a variation of shades from piece to piece. I know that many people prefer everything to be consistent. To me, the beauty of natural materials is its inconsistency.
I also like Unicolor glass mosaic. It comes in an extensive range of colors and four different sizes. You can have it in any shape, with a matte or glossy finish. We can also create patterns with it. It can be a wholly customized mosaic, or you can use our existing patterns and colors. So, different levels of customization are available. Another great feature of this product is that it’s 100% recyclable and eco-friendly, making it a sustainable choice. Since it’s made of glass, it can last indefinitely, and it’s manufactured in the most sustainable way possible. It’s reasonably priced, and even with customizations, it’s not as expensive as other custom mosaic options on the market.
To me, the beauty of natural materials is its inconsistency.
– Steve Stringfellow, Owner, CtoC Tile –
Aside from customizing opportunities, how has your business evolved since its inception?
My former employer had a mindset of being “everything to all people.” This meant always trying to give each client exactly what they wanted even if it meant we had to jump through hoops to acquire their desired tile. I eventually moved away from this approach. Sometimes, I have to turn down projects because they would cost me more time and money than I would gain. I also realized that some clients would be better served at big box stores where they can get something quick and easy.
. Once I started focusing on working with interior designers and architects, I stopped taking on every single client that approached me. I prefer this, especially since I work alone. If I had ten salespeople working under me, I would have a different approach because they need these smaller orders to cut their teeth. In the recent past I have noticed many younger designers lack valuable knowledge which they should have received in their education or internship. I spend a lot of time teaching them about proper product usage and installation.
Once I started focusing on working with interior designers and architects, I stopped taking on every single client that approached me.
– Steve Stringfellow, Owner, CtoC Tile –
What do you think are the reasons for this lack of knowledge? Could it be that many people work from home often, so they’re not together at the office looking at whole sample libraries?
Libraries are pretty much going away. In New York, nobody has any space for libraries, and they don’t keep products around. They’ll get samples for their current project and then throw them away. Most sample libraries have poor selection and significant appointment wait times after COVID. That’s why DesignSpec is brilliant. That is a great place where you can get information and see all of it together.
How can DesignSpec help you achieve your goals of remaining a boutique showroom and having more architects and designers as clients?
Unlike similar companies, DesignSpec offers enough information to both the designer and the vendor instead of just providing samples. In the future, it would be beneficial to have a feature that immediately connects people with vendors to help troubleshoot product selections. Designers have contacted me upset about product issues provided by other suppliers, like staining on a recently installed bar top, because an inappropriate material was used. Vendors are crucial for providing valuable advice to prevent mistakes like measurement system differences or unrealistic expectations about how materials look in real life.
Vendors are crucial for providing valuable advice to prevent mistakes like measurement system differences or unrealistic expectations about how materials look in real life.
DesignSpec is proud to partner with C to C Tile on our upcoming product catalog, DS Collection. The collection will feature products available for purchase as-is, with the option for some items to transform into something else. DS Collection empowers users to customize and blend elements to create their own unique designs.
