27 YEARS OF SELLING LUXURIOUS CERAMICS AND HIGH-END HOME SPAS HAVE MADE THIS RICHMOND BUSINESS A HOME DÉCOR MECCA
BY JENNIFER VIKSE • PHOTOS BY ALEX BARRETTO
After 42 years in the ceramic tile business, working his way from installer to one of the tri-state area’s leading purveyors of luxe and high-end imported tile, Tony Vanario prides himself on still being able to make bathroom installation and design an exciting and easy task.
“I think what sets us apart from the competition is our customer experience,” the owner of Richmond Tile and Bath said, detailing a business history rich with skill and business acumen. “Every store has pretty things to look at and wonderful products to sell, but when someone walks into our store, our staff will not only assist customers with their selection, they will sketch the room, arrange the product, and make the entire process of selecting tile and fixtures exciting and easy.”
Launched in 1973 by Sal Marino, his two sons Joe and John, and Vanario (Sal’s son-in-law), the Charleston-based business, in the shadow of the Outerbridge Crossing, started in 1988 with some clever industry insight.
“We were installers for years, and what gave birth to the idea of a retail store was the difficultly involved with importing quality, high-end material at that time,” Vanario said. “Europeans had magnificent products and the United States was completely focused on low prices. But we knew we could bring in some of the beautiful European styles at a moderate price. That’s exactly what we did, and people were fl oored—they had never seen anything like it. We traveled the world, looking for the best and brought back high-end brands like Villeroy and Boch from Germany, and really put them on the map in terms of ceramic tile.”
“We give you a plethora of manufacturers and products to pick from—choices that go far beyond what you see in an average tile store,” Vanario said. “And most of my employees have been here with me for close to 20 years; I think that speaks to their experience and knowledge of this business.”
In 1984, Vanario bought out his fatherand brothers-in-law and turned the company into a major luxury ceramic tile force for both import and supply.
“Picture yourself as an average homeowner whose bathroom is falling apart. You have no idea where to start, are completely frustrated by the entire process, and just simply want to get the job done.
That’s when our staff comes in, introduces beautiful tiles and designs, builds a bathroom around your wants and needs, and makes the process easy and fun.”
With a staff of 30, Vanario helps guide homeowners through projects both big and small.
“The first exchange between homeowner and our staff focuses on personal tastes and the home’s layout,” Vanario explained. “Then we delve into habits: are you a bath person, shower person, steam person? Then we talk about likes and dislikes, colors, patterns, and design. We put it all into a formula, discuss the size and shape of a room as well as available space, and then begin to design. In the process, we actually fi nd space in a room that didn’t exist prior, and rearrange so that everyone in the family gets everything they want and really make everything functional. ”
In its 12,000-square-foot showroom, Richmond Tile offers more than 100 unique displays, a virtual one-stop-shop for new developments and remodels, featuring a variety of tile, shower systems, luxury plumbing, mirrors, and fixtures. And after more than four decades in the business, the company has expanded well beyond designer tile sales and installation.
“The bathroom is becoming a relaxation space,” Vanario said. “It’s a sanctuary, so we’re designing rooms where people can escape from stress and have a wonderful, holistic experience.”
That’s also why Vanario started marketing a range of wellness products and therapeutic home spas, including BainUltra’s Insperience Bath, a personal relaxation sanctuary which includes five different therapies: heat, sound, aroma, light and color. Thermal massage tubs, which activate the water with hot air, are also a big seller.
“It’s chemical-free wellness,” Vanario said. “By building these spas within your own home, you’re creating a very holistic atmosphere where you can relax and de-stress after a long day at work.”
However passionate the business is about offering all of the latest in spa technologies, beautiful tile remains in Richmond Tile’s roots.
“On top of offering all of those latest innovations, we continue to go out and find the best tile manufacturers in the business,” noted Anthony Vanario, Tony’s son and Richmond Tile’s general manager, who joined the family business full time in 1992. “We carry lines like Petracer, which is known for its beautiful tile artistry, and we also deal with major designers like Roberto Cavalli and Valentino. They all offer beautiful lines not seen in most tile stores.
Those, combined with our therapeutic tubs and designer faucetry enable us to bring our customers the most relevant products in the industry.”
Customers are referred mostly through word of mouth, which Vanario said is a testimony to both the quality of his product and the competence of his staff.
“We give you a plethora of manufacturers and products to pick from—choices that go far beyond what you see in an average tile store,” Vanario said. “And most of my employees have been here with me for close to 20 years; I think that speaks to their experience and knowledge of this business.”
That care, according to Vanario, is the real secret to success. “I wouldn’t have a vigorous business without my wonderful staff and loyal customers,” he concluded. “You can have the most wonderful products in the world, but if you’re not respected equally by your manufacturers, staff, and customers, then the formula doesn’t work.”
Richmond Tile & Bath
31 North Bridge Street / 718.317.8500 / richmondtile.com