Glorious floral, three-dimensional and abstract tile installations have evolved from mere utilitarian waterproof surfaces. Leading the transformation has been Nancy Epstein, founder and chair of Artistic Tile, a design enthusiast whose sketches for a car-style bedroom for her son led to connections with cabinet and plumbing supply companies, and eventually in 1987 to the creation of her own firm with gallery-like showrooms showcasing bits of marble, limestone, granite, ceramic, glass arrayed in elaborate patterns. Now semi-retired, she spoke about her passion.
What place does tile have in home design?
Two surfaces we live with are textile and tile. Textile is soft but not great in any area that has water in it. Tile is waterproof, indoors and outdoors. For any place near water—use tile.
What draws you to it?
Such a wealth of materials. It’s unbelievable to me that intense Brazilian botanic green [quartzite] comes out of the ground. It’s nature’s art.
Besides durability, what does tile add to decor?
Coco Chanel said luxury begins where necessity ends. We need tile. But a beautiful tile enhances a space, creates a different atmosphere, changes how you feel about the room.
When you started in the 1980s, three types of tile prevailed—8- inch-square white, tumbled marble and marble mosaic. What led you beyond that?
Shelter magazines were sparking new awareness of home design, but everybody’s products looked the same. I wanted something unique and different. The luxury customer doesn’t want a bathroom in the same tile they can find at their gas station.
What was the muse of your original designs?
A big inspiration was the grates on windows all over Europe—and doorways. Art Deco and Art Nouveau, those are my styles.
Why do your showrooms feature vignettes?
You can see a single piece of tile, but you have to envision how it would look as a whole. Luxury isn’t just the item, it’s the way of presenting, designing and selling the whole package.
Why is tile upkeep essential to consider?
A high maintenance floor isn’t appropriate for a type who doesn’t clean all the time. Even sealed natural stone can stain. If you’re apt to overlook spilled red wine, buy a darker stone so you won’t see it.
What factor should be foremost in a shopper’s mind when selecting tile?
Longevity. Tiles are a product of permanence. It’s going to last, so choose a pattern you love that will stand the test of time.
How do you select the artists you commission for collections?
Michael Aram has much experience with metallics. Lori Weitzner’s great use of color. Alison Rose—I just love her designs.
What is the role of grout color?
The color of the grout will change the way your product works. There are thousands of grout colors, so you should experiment to find one that fits your décor.
What’s a mistake people should avoid?
Don’t use dark tile in showers. Water is clear, but not clean of minerals. Water spray builds up a white film of calcium.
Your three sons and two cousins are principals in the firm. What is it like to work with family?
It’s wonderful, glorious, fabulous. I’m working with people I can trust completely. I never have to doubt their integrity, they like me, and know what’s best for the company and for our employees. We want to make the world a better place, one tile at a time.