The Importance of Innovation in the Laser Industry
Can you believe it? Ninety days ago, this product didn’t even exist! Who would’ve thought you could cut stone with a laser? We certainly didn’t. Sure, the idea crossed our minds 20 years ago when we were working on ultra-thin veneer stone, but we never imagined it would turn into what we have today.
We've been in the stone business for over 30 years, and during that time, we’ve seen so many people and companies come and go. Stone has always fascinated those of us who appreciate its timeless beauty. But let’s be honest—the industry hasn’t changed much. We still have the same tile folks, distribution chains, and installation methods.
Looking back, I didn’t think like this. I remember telling my brother —since we’re a family business—that we needed to get online. I was convinced traditional retail was on the way out, and I wanted to figure out how to get real stone into everyone’s hands. My unofficial motto? No matter your budget, everyone deserves the beauty of natural stone in their home.
So, my brother and I started with a simple question: How do we sell stone to anyone, anywhere, while keeping the quality and craftsmanship top-notch? We faced a lot of “cant’s”: It’s too heavy, too brittle, too expensive, too hard to work with, too hard to install ... and that doesn’t even touch on the supply chain issues!
Then, in 1995, my brother came up with the concept of ultra-thin veneer stone, and it was a game changer. He had just wrapped up work on the world’s first chemical milling process for calcareous stones. But let me tell you, being ahead of the curve doesn’t mean a thing if you can't follow through—there's a story there for another time.
By the end of the 1990s, we had a solid product for various stone types like marble and granite. But no matter how hard we tried; we just couldn’t get anyone to look at what we were offering. It was frustrating! Being from Canada didn’t help; people in Europe and the US wouldn’t take us seriously. They’d ask, "Where are you from? What do you know about stone?”
And selling online back then? The software and storefronts were rough—really rough. Plus, the end users had no clue how to use or install our products. But the theory was simple: like wood, stone is a veneer. Why couldn’t stone have the same characteristics?
In early 2007, we sold our granite business, and my brother and I moved on to other careers. But three years ago, I decided to revisit my original idea of selling stone online. A lot has changed since then! I reconnected with my old quarry suppliers and, using my brother’s concepts, developed what you see now.
Fast forward to 90 days ago—I had no idea how big the laser industry had become or how many entrepreneurs and craftspeople were out there. I never dreamed we’d be chatting about this today! Now, we have a whole new category of materials to explore, build with, and showcase to the world. I’m thrilled by the feedback I've received; the ideas are endless! Honestly, this is a once-in-a-lifetime opportunity for me—Stone, Lasers, Craftsmanship, Timeless Products.
As you read this, I hope you’ll join our family on this exciting journey. We can't wait to talk to you soon!
Mike & Leanne Nickel