Based on the name, you’d be forgiven for assuming Ca’Pietra is an exclusively Italian brand. In fact, the family-owned supplier of stone and tile surfaces roots are deeply British. Having formed in 2009 the team has developed a design-led approach to material specification, and last summer, merged with Artisans of Devizes to fold in 35 years of craftsmanship within the industry. 

Head of Partnerships, Holly Kerslake, works across residential and commercial sectors, and shares some insights into how she helps the company seamlessly intersect traditional stonemasonry and contemporary surface design.

What does a typical day look like for you?

I’m based in Ca’ Pietra’s beautiful Wiltshire HQ in Devizes, which houses our Slab gallery & flagship showroom. Much of my role centres around people - connecting with them, inspiring them, and helping them bring their ideas to life!

A typical day might involve hosting interior designers, architects, or members of our retail network, giving them a tour of the slab gallery, showing them what our artisans are currently crafting, and perhaps even popping into our in-house photo studio to preview new materials that are about to launch.

I also chat designers and architects through the correct specification of materials for their projects. Sometimes that means guiding them toward a quartzite where they may initially have considered marble, or advising on which limestone will perform best in a kitchen or bathroom setting.

Another part of my role involves organising events across our three showrooms in Wiltshire, London, and Hartley Wintney. There’s usually a CPD, networking event, or fun workshop on the horizon, so a fair amount of my day is spent on the phone or speaking with people - which suits me perfectly, as I’ve always been a bit of a chatterbox!

How integral are materials/surfaces to your day-to-day? 

I literally can’t go through a day without moodboarding samples, discussing stone vs porcelain, and chatting about trends. It’s essential to stay on top of what’s new and what’s inspiring designers visually, but equally important is making sure materials are appropriate for how they’ll be used. We work across hospitality, residential, and commercial spaces, so it’s vital to consider how spaces will be used and not just get lost in the aesthetics. 

Seeing all those elements come together into a cohesive design is one of the best parts of my job! I’m naturally very enthusiastic, and if I can share that excitement with designers and help spark creativity in their projects, then that’s a blooming good day.

What are the biggest lessons you have taken forward from your original training?

At school, my strongest subjects were art and maths, and both have proved incredibly relevant in my career! I never imagined I would end up working with stone & tile, but I’ve always loved natural textures & materials, which you can see in my university artworks! 

My first role after university was as a metalsmith at DeVOL, a kitchen company in Loughborough where I was pouring molten metal and patinating work surfaces. I loved the individuality of each piece and it really made me appreciate how raw materials behave. I eventually began designing kitchens – advising clients on the practicality and beauty of raw materials. When I moved to Ca’ Pietra my love of materials translated easily into the world of stone where every slab has its own character and story.

My love of mathematics also proves surprisingly useful - whether it’s calculating quantities, weights for transport, or the ever-important wastage allowances on projects. Of course, I’ve learned a great deal along the way about the care and performance of stone, but the creative side - pairing materials and building beautiful schemes - has always felt second nature.

Which project/s are you most proud of being involved with and why?

It’s always tempting to name-drop celebrities here, but the one that brings me the most joy right now is a project that’s about to open – Calcot Manor and Spa.

I love this project visually, but I’m actually most proud of how this project began. Last year I started a project with the RHS to create a collection of external stone and porcelain tiles which celebrate the RHS’s heritage and promote the use of natural stones externally. This range led to a series of collaborations at the Chelsea Flower Show, which led to us working with other suppliers, and eventually ended up with us connecting to the team at Calcott! I just love how one opportunity can snowball into the next, eventually creating something entirely new!

The project has a sense of confidence that Cathy Birtle (the designer) has brought to it. They’ve combined different formats of natural stone with bold porcelain patterns and contrasting colours, creating something that feels both playful and sophisticated in the new wellness area of the hotel. They’ve also incorporated elements from our hand-made Studio Collection, which is made in England, adding a sense of heritage and craftsmanship to the design.

What do you feel are the main challenges facing the stone and surfaces industry today?

One of the biggest challenges is awareness. I think there are some misconceptions around care, sustainability, and pricing which discourage its use, which is why training and CPD’s are so important in our industry!

Natural stone is a beautiful, authentic, and durable material, but there’s still some hesitation around it. Some people assume it’s difficult to maintain or prohibitively expensive, when in reality, that’s not always the case. In fact, many man-made materials can cost more!

Stone has been used in architecture for thousands of years, and its longevity is part of its appeal (just look at the Pantheon in Rome). Each piece is unique, and that individuality is something you simply cannot replicate.

In your opinion, what are the positives of using stone in the built environment? 

So much of the conversation in specification today is on sustainability, longevity, and authenticity. Natural stone answers all three beautifully in my humble opinion.

There aren’t many materials that can boast the same range of visual possibilities with colour and texture either, so it’s kind of the perfect material to build with. I also love the elevation that natural stone brings to any project. Adding a moulded piece of marble as a shelf, or a trim of stone around a room just adds the final wow factor!

How does sustainability shape your thinking and decision-making, and how do materials fit into this?

Sustainability informs both our product development and the conversations we have with designers & contractors. In fact, we’re speaking about sustainability so frequently that I just finished developing a CPD with our marketing team focused on the sustainability of stone.

Within product development, we’re seeing an increase in the use of recycled material - like our Reform range, made from 60% recycled stone, which are made into new tiles reminiscent of terracotta but available in a range of colourways.

Another growing trend is the use of off-cuts from our bespoke fabrication team to create “crazy paving” style installations - an excellent way to minimise waste while creating something visually distinctive!

It’s also really vital to review practical aspects of the business, from reducing packaging, and re-using samples, to relocating some ceramic production closer to home to cut down on transport miles.