Jonathan Stanley on changing the conversation on surfaces

Jonathan Stanley on changing the conversation on surfaces

March 2021

Flicking through case studies in most consumer magazines and newspapers I see that surfaces are credited only a handful of times.

The fridge is from Smeg, the units are Neptune, and the paint is Farrow and Ball. Even the toaster and taps are called out.  But that expanse of beautiful work surface dominating the image?  Simply blank.

The question I find asking myself is - why?
We touch and use our work surfaces more than any other element and it’s one of the hardest working tools in the kitchen.

It is also the one of the biggest surface areas, alongside the floor. So, as well as having to put up with a lot of abuse, it also makes a significant contribution to the overall look of the space.

Picking the right work surface should be paramount for anyone investing in their kitchen. But how can we educate the consumer on the one to pick if we fail to get our category even acknowledged?

We must change the conversation. We want homeowners to prioritise their worktop when thinking about their kitchen renovation project, and to then appreciate the value that a quartz or porcelain worktop offers.

To do so we are working to educate designers, media and tastemakers on the importance of crediting worktops. We want to see a demonstrable difference over the next twelve months that will impact the entire industry, not just Caesarstone.

Instagram in particular is awash with kitchens of all shapes, styles and colours. Blue kitchens, green kitchens, shaker kitchens, minimalist kitchens. How many times have you stopped in your tracks at a worktop? We’d like this to change. Social media can be a hugely inspirational platform and this fares no differently for worktops. So like, comment, share and save; ask where the worktop is from, or tag brands to suggest similar options.

The same goes for magazine journalists. We are making headway here through continuous conversations with key editors - but there is still a long way to go. Our advice to fellow brands would be to pick up the phone and have a chat. Ask for a credit the next time your brand is featured. Explain the reasons why. Good things come from good conversations.

Jonathan Stanley is VP Marketing
for Caesarstone UK & EMEA.  
T: 0800 158 8088  Sales E:
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