Russell Masetta wanted to make concrete something special.
Originally operating his family-owned concrete resurfacing business, he began to experiment with various mixes to create Nature Stone, a flooring material that blends stone with the protection and durability of epoxies.
Since its beginnings in 1989, Bedford-based Nature Stone has transformed itself from a small side business to a full-time, multimillion dollar company.
“We have created an industry,” says Masetta, commenting on several companies which have followed in his footsteps to offer a stone-epoxy product line.
Nature Stone, which has been used in laundry rooms, basements, garages, car showrooms and pool decks, meets the needs of both commercial and residential establishments. Its thickness can be adjusted to even out unlevel floors and the company has developed several sizes and colors of the decorative stone flooring for customers to choose from.
Masetta is grateful for his success and has created the “good neighbor” program to show it. He donates 1 percent — or a minimum of $10 — from every contract to whichever charity the customer designates. Since the program’s inception, more than $250,000 has gone to various charities.
But Masetta says the program is not a sales pitch.
“Customers don’t learn about the donations until after signing a contract,” Masetta says. “It’s a subtle way to remind people to be thankful for what we have.”
Nature Stone recently expanded its product offering by presenting corporate logos as carved mosaics in stone. Several companies have used the unique logos for imprints on their floors, but others display them as artwork on an office wall.
“We like this creative use of our product by consumers,” says Masetta.
Nature Stone continues to thrive on its creativity and innovation. Competitors eager to capitalize on the company’s original idea could have had a negative effect on business, but Masetta says competition has a positive growth effect on the industry.
“It’s flattering to me that competition is coming into the market,” says Masetta. “I’m just thankful to be in the business.” How to reach: Nature Stone, (440) 786-9100
