The Pen | Proud to show natural stone more often

Nothing beats natural stone. Yes, I dare say that. And I encourage everyone in the industry to speak that just as loudly. With conviction. Only then can we continue to face the growing competition from imitation products. Let us therefore proudly show our best references to the outside world. Beautiful images do the rest. 

I myself have been active in the natural stone sector for more than 30 years. The passion for the product is as strong as ever, as is the ambition for the future. Those decades of experience have given me some insights into our profession. One of the most striking of these - and perhaps the most important point of focus to remain strong in the future - is the lack of marketing from our suppliers, installers and architects with a love of natural stone.

As president of Febenat, I have been hammering on for some time that we need to come out with more high-profile references. Because although our product is superior, that is where we lose out to the huge marketing budgets from the industry. Also with the producers of ceramic imitations. These have definitely undergone a major evolution in recent years. Today the prints are more realistic than ever. But they can try all they want, they can never match the real deal. And it's safe to say that more often than not.

We provide a truly natural product, quarried with respect for nature and the environment. Natural stone fits perfectly into the sustainable story that is also becoming increasingly important for the construction industry. We invest heavily in local quarries and production sites, within Europe. For example, Irish and Belgian bluestone is booming. The result is a low carbon footprint. What consumers often forget: producing ceramic alternatives requires a lot of energy. Moreover, the longevity of natural stone is a big plus. Just look at churches, where the natural stone floors are often still the originals from hundreds of years ago. Including the beautiful patina.

So we should be quite proud of our product and our projects. After all, a great reference is the best way to convince future customers. That we eliminate some misunderstandings with good marketing is a bonus. No, natural stone does not have to be expensive. Yes, you can also renovate with it, thanks to its thin versions of barely a centimeter thick. And although natural stone requires a bit more maintenance at first, it ages more beautifully. Imitations are more difficult to maintain over the years.

Long live natural stone! Spread the word!