Source: BUILDING PRODUCTS Magazine
Publication date: 2006-08-10
By Sharon O'Malley
So many buyers of Dave Brewer Inc.'s custom homes in Orlando, Fla., were choosing granite countertops as a kitchen-enhancing option that the builder decided to install them as a standard feature in every kitchen and bathroom.
Centex Homes doesn't offer the high-end natural stone as a standard, yet more than half of the buyers in the builder's Dallas market upgrade to it.
"If it's in their budget, they get it," says Cindy Garrison, Centex's model merchandising manager. "They might even stretch their budget to get the granite in there."
Indeed, granite is the material of choice for about 30 percent of all residential countertops, a leap from a decade ago, when the acid-resistant, scratch-proof counter topper claimed a market share of just 10 percent, according to the Cleveland-based Marble Institute of America.
The surge in popularity–despite granite's price tag of $45 to $95 or so a square foot–paralleled the shift of the industry's fabrication hub from Italy to Brazil, China, and India, explains Scott Lardner, an owner of Rocky Mountain Stone and immediate past president of the Marble Institute of America. Although much of the stone is quarried in those nations, it was exported to Italy for fabrication until a few years ago, making it among the most expensive building products. Now, its price rivals that of solid surfacing and quartz, says Lardner, who notes that home buyers still perceive granite to be of greater value than its countertop competitors, making it a hot-button selling point for new homes.
In addition, homeowners routinely see shiny granite, a polished, igneous rock composed mostly of quartz and feldspars, in home decorating magazines. And high-end builders tend to tout their granite-surfaced counters as, well, tops.
"They might have a beautiful house on the ocean," notes Tom Cordova, president of Home Granite and the Stone Management Group, "and the first thing they mention is the granite countertops. Later, they mention the good school district. It's right on top."
Natural Beauty
Granite, Mother Nature's gift to anyone who spends a lot of time in the kitchen, brings more than its earth-toned beauty to the counters it adorns. The stone, which comes in hundreds of colors, won't scratch, fade, or erode, even when abused by cooks who skip the trivets and cutting boards, placing hot pans or chopping veggies right on granite's speckled surface.
"You can take limes or lemons and pour [their juice] on top of granite. It doesn't affect it," says Lardner of the siliceous surface. And, explains Cordova, cutlery–even sharp knives is no match for granite, which is harder than steel. "You need to use a cutting board so you won't dull your knife," he says.
The counters clean up with soap and water; while kitchen chemicals won't harm the stone, they can erode the sealant that manufacturers recommend homeowners spread over their granite countertops every five years or so to keep the porous product from absorbing spills that could stain the surface.
Still, most homeowners choose granite just because it's beautiful, says Donna Stephenson, co-owner and designer for Stephenson Custom Builders in Plano, Texas. Stephenson's customers favor granite with veining and flecks–"nothing plain," she says.
Indeed, the variation of colors among granite slabs is virtually endless. Homeowners may choose from exotic reds to deep greens and browns to absolute black, one of the most popular colors, according to Garrison.
"With granite, you just get this incredible variation and depth," agrees Larry Davis, design coordinator for Dave Brewer Inc., whose homes start at $1.2 million. "There's a granite called 'blue eyes' that is literally like a peacock feather. It's iridescent."
Though colors span the spectrum, most clients opt for deep browns, golds, and greens, Davis notes.
Homeowners are increasingly interested in slabs that feature lots of veining, says Lori Kirk-Rolley, marketing director for Daltile. "It has to do with homeowners who are looking to really customize and make a space unique to them," she says. "Granite really fits into that nicely because the slabs that they put down will be different from what you see in somebody else's home."
In addition, homeowners can choose among endless edge styles, from the affordable flat edge to the fancier ogee edge–two outward curves atop each other–and the best-selling beveled edge. Lardner's customers favor bullnose edges and demi-bullnose (half-round) edges, but Davis says plain, round bullnoses are "too early '80s/late '70s-looking" for his buyers.
While production builders–who are selling plenty of granite countertops–usually display a few stone swatches that allow customers to choose their counter color, custom builders typically escort their clients to the granite yard, where the home buyers may choose among slabs with heavy or light veining, few flecks, or infinite, all nature-made speckles.
The inherent variations mean viewing a small sample piece won't truly reveal what the countertop will look like, says Lardner.
"I tell [customers] it's a God-made material, so the way it comes out of the ground is the way it comes out on your countertop," says Stephenson. "There's nothing you can change on it. You can't change the variations or the color."
That's why the builder/designer personally escorts her customers to see the slabs, which come in bundles of about six to 10 pieces. Stephenson says she always buys all of the pieces needed for a countertop–at least three in most of her company's homes–from the same bundle so their color and pattern will be consistent.
Kirk-Rolley explains: "Bundles are like a loaf of bread. You look at the first one, and the others will all look like the first one."
Lardner calls the process "labor intensive," but notes that his company, like many manufacturers, has created builder lines of granite that include a limited color selection–perhaps 15 or 20 choices–along with two edge styles for about $50 a square foot. The relatively low price has lured more production builders to start offering granite.
Buyer Beware
Still, notes Lardner, builders should take caution when getting into granite. Fabrication and installation are specialized trades, yet the industry has a low cost of entry, he warns. "If you have an extra $500 in your back pocket, you can buy the tools necessary to do countertops," he says. "The pie has grown, and there's a lot more demand and more people selling granite countertops. The downside is that the quality has slipped."
To combat the downward spiral, the Marble Institute of America will roll out an accreditation program next year.
In the meantime, predicts Stephenson, consumer demand for granite will continue to grow. She says her firm is installing it not only in kitchens, but in laundry rooms, bathrooms, wet bars, and even on computer desktops.
Granite "shows a class and style and a level of living," Garrison says. "It's a better functional countertop."
–BP
A Solid Choice
There are many reasons why granite is tops with millions of American homeowners:
Comes in hundreds of colors and the variations in shade are endless
Greens, deep browns, and golds are most popular
Won't scratch, fade, or erode
Cleans with soap and water
Prices have dropped to $45-$95 a square foot now that fabrication has shifted from Italy to Brazil, China, and India
Arizona Granite Creations
Arizona Granite Creations. Three centimeters thick, this Indian premium black granite has a demi-bullnose edge, one of 11 edging options, on a custom-designed two-tiered countertop. Twenty-three colors are available. The manufacturer's service area spans Tucson and Southern Arizona. 520-579-3111.
www.azgranitecreations.com.
Surface Technology
Surface Technology. Offering a wide range of edging and colors, including many exotic colors, the company uses slabs of 2- to 4-centimeter thickness. The kitchen shown features two granite countertops. The main top is black galaxy with copper flakes, finished with an eased edge. The Juparana Vyara on the upper top features a combination of eased and demi-bullnose edging. 410-944-5755.
www.solid-surface.com.
Daltile
Daltile. Offered in eight color categories ranging from gold to green to purple, the Natural Stone collection is available in a flamed or polished finish. Sixteen edge treatments finish the granite in thicknesses of 2 to 3 centimeters, while 21 finishes are available in 4-centimeter thicknesses, including the Thumb Mold Stepout shown. 800-933-8453.
www.daltileproducts.com.
Jerong Products
Jerong Products. More than 50 granite colors are imported from India, Brazil, and China and fabricated overseas. Stocked sizes are 25-1/2 inches by 96 inches or 30 inches by 96 inches. All slabs have 1-1/2-inch double bullnose on three edges. 510-782-2888.
www.jerongmarble.com.
Artistic Tile
Artistic Tile. The Glacial granite collection features slabs or tiles with a textured finish that builders may choose as an alternative to traditionally polished granite, the manufacturer says. Shown in Kashmir white, the granite is flamed and then brushed to spotlight the texture. A smooth edge tops off each of the four granite colors. 800-260-8646.
www.artistictile.com.
Home Granite
Home Granite. Featuring a slab of Juperana Bordeaux granite, this countertop has a 2-1/4-inch ogee bullnose edge detail. The backsplash coordinates with travertine tile and an inlay of natural stone mosaics. The granite countertops will not scratch or burn, and are stain-resistant, the maker claims. 866-299-7703.
www.homegranite.com.
DuPont
DuPont. Granite Certified by DuPont comes in 15 colors, including the Venetian gold shown here. It is treated with the DuPont Stone Care Sealer, which repels stains and maintains a uniform hue, according to the firm. The countertops, which come with an unusually lengthy 10-year limited warranty, are 3 centimeters thick standard. 800-246-1421.
www.granite.dupont.com.
All Granite and Marble Corp.
All Granite and Marble Corp. Importing from more than 200 quarries around the world allows a stock of slabs in more than 1,000 colors, including the Verde Sequoia from Brazil, shown here. Nine popular edges and nine premium edges are available, as well as additional laminated edges. Computerized technology results in a three-day turnaround, the company claims. Three locations serve New Jersey, New York, Connecticut, and Pennsylvania. 201-440-6779.
www.marble.com.
Halquist Stone
Halquist Stone. Originating in India, this absolute black granite is customized with a triple-bowl undermount sink setup. It features a full bullnose edge, one of six edging options. The company offers six finishes, including flame-finished, rock-faced, and planed. The company imports stone from around the world in a variety of colors. 800-255-8811.
www.halquiststone.com.
Intertile
Intertile. Importing from all over the world for customers in California and Nevada, this firm manufactures granite in hundreds of colors from deep blue from Norway to gold from Brazil. This 3/4-inch stone with laminated full bullnose edging was polished to a mirror-like finish, but a softer honed finish and a textured flame finish also are available. Homeowners can choose from 11 edge details. 800-698-2021.
www.intertile.com.
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