Anthony Milia

Milia Marketing

Photos by Sam Kline, Firenza Stone

Founded in 2004, Firenza Stone Inc. stands as a testament to the enduring legacy of the Fimiani family, whose lineage boasts four generations of skilled stone masons from Molise, Italy. Today, the company thrives under the stewardship of brothers Jon, Michael, Dominic, and Anthony Fimiani. Their journey from construction to countertop fabrication was fueled by a blend of heritage and necessity, evolving to meet the growing demand for natural stone countertops in new homes. 

“I’m very proud to be part of 4 generations of family working in the stone industry. We have come a long way from humble beginnings. Working side by side with my 3 brothers is very rewarding and I know would have made my late father Dominic proud. We look forward to our business continuing on with future generations,” said Anthony Fimiani, Co-Owner of Firenza Stone.

The move into stone fabrication was a natural progression for the Fimiani brothers, spurred by challenges in securing reliable fabricators. Their frustrations echoed those of many builders and remodelers, prompting them to establish Firenza Stone. After intensive training in North Carolina and acquiring essential equipment, they began offering a unique mix of services that quickly set them apart in the industry.

“Going back 20 years, The Stone Detective, Dr. Fred Hueston, (then located in Asheville, North Carolina), gave us a roadmap to success. I vividly remember the hands-on training and classwork which gave us confidence to start a Stone Fab shop in Willoughby, Ohio,” commented Jon Fimiani, Co-Owner with brother Anthony.

Firenza Stone operates from a 30,000-square-foot, climate-controlled gallery and an 18,000-square-foot fabrication shop. The gallery, one of the largest privately owned stone inventories in the state, showcases a wide array of materials, including its proprietary quartz line, Firenza Surfaces. The fabrication shop is equipped with state-of-the-art machinery from Park Industries, ensuring precision and efficiency in every crafted piece.

Firenza Stone’s offerings extend beyond stone fabrication. They provide templating, installation, and a range of complementary products such as semi-custom cabinets, engineered flooring, and innovative cooking systems like the Invisacook induction cooktop. Their showroom, a 10,000-square-foot space featuring functional displays from over ten manufacturers, doubles as a venue for product demonstrations and special events.

As active members of the Stone Fabricators Alliance (SFA), NARI, HBA, and various local business associations, Firenza Stone maintains strong professional ties, ensuring they remain at the forefront of industry standards and innovation. Their clients, ranging from homeowners to architects, often discover Firenza Stone through robust professional networks and word-of-mouth, a testament to their solid reputation.

The Firenza Stone slab gallery by Ciot is housed in an 18,000 square foot climate-controlled warehouse.

                    The Firenza Stone slab gallery by Ciot is housed in an 18,000 square foot climate-controlled warehouse.


Unique Offerings and Future Directions

What sets Firenza Stone apart is not just their extensive in-house inventory but also their forward-looking approach to adopting and expanding their range of porcelain slabs and sintered stone products. With ongoing investments in machinery and skilled personnel, Firenza Stone is poised for continued growth, adapting to the evolving demands of both residential and commercial markets.

Firenza Stone Inc. distinguishes itself in the stone industry through its comprehensive range of services and resources, making it both a “one-stop shop” for retail customers and a “total resource” for industry professionals. This unique positioning allows them to cater effectively to a diverse clientele, including homeowners, builders, remodelers, service contractors, and interior designers.

The Firenza Stone showroom features several vignette kitchens. This book matched Silver Wave marble reception desk front and wall greets visitors to the showroom.

The Firenza Stone showroom features several vignette kitchens. This book matched Silver Wave marble reception desk front and wall greets visitors to the showroom. 


Retail and Consumer Appeal

For retail customers, Firenza Stone offers an all-encompassing solution for home remodeling and building projects. By integrating in-house fabrication with an extensive slab gallery, a variety of cabinet manufacturers, and a full spectrum of plumbing fixtures, appliances, and flooring options, they eliminate the need for clients to coordinate with multiple suppliers. This convenience is enhanced by professional design assistants who help manage the entire remodel process, ensuring a seamless experience from concept to completion.

Perimeter Countertops – Blue Pearl Granite. The mitered Island is Calacatta Miraggio Ciello Quartz from MSI.

Above: Perimeter Countertops – Blue Pearl Granite. The mitered Island is Calacatta Miraggio Ciello Quartz from MSI. 


Below: Backsplash Closeup: Georgia Blue 24x48 Large Format Porcelain Tile from Soho Studios.
Backsplash: Georgia Blue 24x48 Large Format Porcelain Tile from Soho Studios.


Industry and Trade Client Services

Industry professionals regard Firenza Stone as a vital resource, leveraging their comprehensive offerings to fulfill specific project needs. Whether it’s sourcing materials from the slab gallery, utilizing the custom fabrication services, or integrating various elements from their extensive range of products, Firenza Stone provides flexibility and convenience that are invaluable in the construction and design sectors.

Firenza Stone uses state-of-the-art Park industries machines in its fab shop.

Firenza Stone uses state-of-the-art Park industries machines in its fab shop.


Strategic Advantage

Firenza Stone’s strategic advantage lies in its ability to offer tailored solutions across different market segments. This versatility not only strengthens its market position but also enhances its appeal to a broader range of customers seeking quality, convenience, and comprehensive service under one roof.

This unique blend of services and resources positions Firenza Stone as a leader in the industry, capable of meeting diverse needs while maintaining high standards of quality and customer service.

Kitchen vignette in the spacious Firenza Stone showroom. Their headquarters includes a 30,000 square foot climate-controlled gallery housing slabs and samples, and an 18,000 square foot fabrication facility.

Above: Kitchen vignette in the spacious Firenza Stone showroom. Their headquarters includes a 30,000 square foot climate-controlled gallery housing slabs and samples, and an 18,000 square foot fabrication facility.

 

Below: A photographic mural in the Firenza Stone showroom documents the Fimiani family history of skilled stone masons. Four generations of the Fimiani family have worked in the stone industry, including the four brothers in the current generation.
A photographic mural in the Firenza Stone showroom documents the Fimiani family history of skilled stone masons. Four generations of the Fimiani family have worked in the stone industry, including the four brothers in the current generation.


Commitment to Quality and Community

A commitment to customer education and satisfaction underpins every interaction with Firenza Stone. From the initial consultation to post-installation support, the team ensures every client is well-informed and satisfied. This commitment extends to their proactive approach to callbacks and adjustments, prioritizing customer needs to maintain trust and integrity.

White Horse granite kitchen for builder partner Petros Homes features a stunning, one-of-a-kind island.

White Horse granite kitchen for builder partner Petros Homes features a stunning, one-of-a-kind island.


Building Connections and Relationships 

Firenza Stone Inc. not only roots its business in deep historical craftsmanship but also thrives on strong, modern marketing techniques and robust professional relationships. They understand the power of both traditional networking and digital marketing, blending these approaches to create a comprehensive strategy that caters to both business-to-business (B2B) partnerships and retail customer engagement.

A significant portion of Firenza Stone’s business comes from established professional connections with builders, architects, engineers, contractors, and remodelers. These relationships are not just transactional but are built on a foundation of trust and mutual benefit, nurtured over many years. These long-lasting partnerships help in maintaining a steady flow of projects through referrals and joint ventures, highlighting the company’s commitment to being a reliable and integral part of the construction and remodeling community.

Firenza Stone Inc. employs a dynamic digital marketing strategy to widen their audience and enhance visibility in the competitive stone industry. They leverage Google Ads and targeted social media advertising on platforms like Facebook, Instagram, and YouTube to reach specific demographics.

Their efforts are supported by robust Search Engine Optimization (SEO) and engaging content creation, ensuring top visibility in searches related to stone fabrication and remodeling. 

Additionally, Firenza Stone prioritizes reputation management and utilizes referral strategies to maintain a positive brand image and attract new customers. Advanced techniques such as look-alike audiences and behavioral targeting further help them identify and reach potential clients similar to their existing customer base. They also employ call and form tracking to refine their marketing tactics, enhancing effectiveness and return on investment. This comprehensive approach not only broadens their reach but also underscores their commitment to growth and customer satisfaction, catering to both individual homeowners and large-scale contractors.


Firenza Stone Inc. not only respects its rich heritage but actively builds upon it, blending traditional craftsmanship with modern innovation. As they continue to expand their product lines and services, Firenza Stone remains dedicated to delivering unmatched quality and customer service, ensuring their place as a leader in the stone industry for generations to come. For more information visit firenzastone.com .