Concrete, but Make It Chic: The Art & Innovation of Concretti Designs

Casey: 00:00:32

Hi, I'm Casey.

Rainey: 00:00:33

And I'm Rainey. Welcome to the Reframing Design podcast. If you're a new designer, a seasoned designer, a homeowner, or a home enthusiast, you are in the right place.

Casey: 00:00:44

We are going to talk about all things design. Our stories, our opinions, our experiences, and we're probably going to chase a few rabbits down a few rabbit holes.

But one thing we can guarantee, we will not talk about politics.

Rainey: 00:00:58

We are here with Ifat, who is the baddest ass of all, all the baddest asses with Concretti Designs. And we are here also with her daughter Noah, who is the creative director. And we were so excited to find these ladies. How excited are we?

Casey: 00:01:17

We're just. We're shaking. Literally shaking. Your product is. We've. I've been seeing it forever. I didn't realize who is the masterminds behind it.

And so the fact we get to be here with you today and hear all about it is just making our week here.

Noah: 00:01:30

It's an honor being here. Thank you for having us.

Rainey: 00:01:33

So tell us, what is Concretti?

Noah: 00:01:37

Do you want to start?

Noah: 00:01:39

Well, concretti is a high end concrete. The name is like a combination of concrete and contemporary, which is modern concrete.

We are trying to bring unique things made out of concrete in like 18 different colors and make it, you know, part of every house.

Casey: 00:02:07

That is fantastic.

Rainey: 00:02:08

And I have to tell you, it's some sexy stuff, y'all.

Casey: 00:02:12

How you make concrete sexy is incredible.

Rainey: 00:02:14

And I'm telling you, am I right, that it's sexy?

Casey: 00:02:17

You just want to touch it. Yeah.

Rainey: 00:02:19

Get in it.

Casey: 00:02:19

Because concrete is typically. It's this hard surface that you try and get away from. And you guys have made it something that is almost supple. Right. And beautiful and elegant.

Noah: 00:02:29

Absolutely, it's elegant.

Casey: 00:02:30

Yeah.

Noah: 00:02:31

Yeah. We're really proud of, like, the materials that, you know, like the products that we're able to make with these, like, raw, rough materials.

And I think that our products are really beautiful and special, for sure.

Rainey: 00:02:43

So they are. And then one of the other neat things that we learned about you guys is that all of your materials are locally sourced right here.

Noah: 00:02:52

Yes.

Rainey: 00:02:53

In Las Vegas, Nevada. Tell us a little bit about that.

Noah: 00:02:58

Well, at first I was looking for the right materials because I had to test it, you know, And I found a curry right next to my house that sell all the products that I need. Most of the products, not all of them. But guess what? They didn't want to sell me because they are selling in large quantities.

So I had to beg them to sell me in small quantity with a promise that one day I will order trucks of them. And so that's how it starts. And they were sending me a few samples and little by little, I got the right formula that works for me.

And two years ago, I ordered a truck from them.

Casey: 00:03:47

Just fantastic. And didn't. What did they say? Did they remember what had happened?

Noah: 00:03:52

Oh, they promised. She literally texted me, hey, do you remember that you promised that one day that you will order a truck? And I said yes.

Rainey: 00:04:02

And so how many trucks a week do you get now?

Noah: 00:04:05

So we got about 20 tons every six months, which is a full load truck.

Noah: 00:04:14

A lot of concrete.

Casey: 00:04:14

A lot of concrete.

Rainey: 00:04:16

Like, I don't even know what that is.

Casey: 00:04:17

I know I'm like, can you do that in like cars? How many cars a car away? That's a lot. But so can you tell us back it up a little. And tell us back it up, bucket up.

What got you even to the point where you knew to go to a quarry to find this product, like, or this concrete? How did you know? How did you get your hands in the clay of concrete and start this process?

Noah: 00:04:40

So my mom's been a fan of concrete ever since I was a kid. I remember being a kid and she was always messing around with concrete pieces.

Rainey: 00:04:51

But there had to be a day pre concrete and then a day concrete. Right. So what happened?

Noah: 00:04:59

So at the beginning, I was playing just like Noah said, I was playing with the material. All the few projects that I made was like personal ones.

One of them was, I've made like bunch of small mushrooms that could be functional as seating as well for Noah's preschool.

Noah: 00:05:23

I have a picture I'll show you later.

Rainey: 00:05:26

I want to see. We'll put it on the TV roll.

Noah: 00:05:28

So I painted each one of them individually and it was like one of the first project. And then after I got the feel, I got some costume project just to get enough confidence to use it as something that I will be able to sell.

And so again, it was like countertops. The first one was like ugly as. I don't even want to share a.

Noah: 00:06:01

Picture, but it was ugly. I mean, in today's, you know, in today's terms, in today, you know, it's. It does not compare to anything we do today. But it was.

Noah: 00:06:10

It was modern.

Noah: 00:06:10

But it was modern.

Casey: 00:06:11

It's a place to start that when kind of concrete was starting to happen, or did you sort of start that on your own because, you know, concrete countertops had a moment there a while back. Right. So was that during the.

Noah: 00:06:23

Yes, I was trying everything. I mean, I was trying furniture, tops, benches. You know, it takes me a little while until I realized that I need to focus in one.

One thing and then grow little by little. But since concrete can be every. Everything. So I tried it in so many things.

But over time, I realized that every house needs to have at least one sink so that I focused on that.

Casey: 00:06:54

Genius. In your sinks, though, you think concrete, so you picture kind of heavy, but your products look sort of light, like they're floating.

And you do have the floating sinks, and they're very delicate. So what's the process or can you take us through? Because normally a concrete, it's a pretty heavy thing. Nobody wants to move it.

But you guys have created this technology.

Rainey: 00:07:13

This is probably.

Casey: 00:07:14

We need to go to the creative dresser on this.

Noah: 00:07:17

Yeah. Also to like, kind of backtrack to your question. You were asking, like, how do you know that, you know, you need to use all these raw materials.

It's kind of like baking a cake. You know, a baker doesn't need a recipe. They know, you know, they know that they need to add more water, more this, more that.

And it's kind of the same thing with concrete. Like, at one point, my mom just. She knew what it was made out of. She knew, she felt. She felt the concrete.

She knew, like, what to put in it, you know, And I think as far as, like the products that we sell today, we took a different approach. You know, as you said, concrete is like kind of this, like rough raw material, kind of like masculine, you could say.

We tried to put in the feminine and kind of make delicate pieces that you would want to put in your. In your bathroom, you know, and nobody said that a sink needs to be white.

There was like a whole thing for a while that all bathrooms were just white. And it's like, why do that?

Casey: 00:08:18

Why.

Noah: 00:08:19

Why wouldn't you want to start your morning with like a beautiful pink bathroom or something fun? You know what I mean?

Rainey: 00:08:24

Yeah, I love that.

Noah: 00:08:25

Fun and perfectly imperfect. I love the imperfection of concrete. I like it when you see the holes and when you see the seams.

Noah: 00:08:34

Yeah, it's a man made stone. So it's like it has characteristics. It's, you know, it's. It's like us.

It's like, you know, you don't look at a mountain and say, oh, if it was straighter this way, it would have been more. No, it's like, nature is beautiful because it is flawed, because it is not perfect.

Rainey: 00:08:52

I love that. Oh, my God, that's fantastic.

And so I was thinking about when you were talking about you sort of experienced concrete, and you were like, this is my thing. And you were a little girl watching your mom sort of get to know this material.

At what point did you know that you were going to join her sort of in her endeavor and something that has turned into this wonderfully successful business? When did you know? Tell me about that journey.

Noah: 00:09:20

So I don't think I did. Maybe. She knew. She knew for you. She knew for me, like, she had the vision, you know, I was just, like, kind of jumping on the wave, I guess.

I joined Concrete, I think, like, four or five years ago. Ever since, like, I became an adult, you could say. I. I was in the creative field. I've always been creative since I was a kid.

Noah: 00:09:44

Much more than me, by the way.

Noah: 00:09:47

Thanks, Mom. She was paid to say that.

Noah: 00:09:52

Give me the money.

Noah: 00:09:55

Yeah, but I guess I joined when the company was still small, you know, like, I wasn't even getting paid. I'm not going to lie.

Noah: 00:10:04

I couldn't afford her in the beginning.

Noah: 00:10:07

But, yeah, I was, you know, just taking photographs for, like, Etsy and doing stuff like that, you know, answering emails. You know, we kind of just wore many hats as we started. And then the company grew and our roles grew with it.

And now as a creative director, I have a wonderful team and, like, I'm able to delegate all of the amazing stuff that we do. And I think that's what's really important to us is like, creating a brand behind the products. It's not just a concrete sink. It's.

You're buying into the concrete brand. You know what I mean?

Rainey: 00:10:37

And the story.

Casey: 00:10:38

And the stories in the family. Right. Because your. Your son works there as well.

Noah: 00:10:41

Yes.

Casey: 00:10:41

Which is, I mean, how beautiful. You guys all have this experience together. Right? So with that, we kind of joke, but is it always business talk to you guys?

Is it not in a bad way, but is it just. The wheels are spinning all the time because you guys are just evolving into different ways. You've got.

Not just the things, you've got your outdoor furniture and these other beautiful thing. So are you. Is it just a constant rolling conversation of what's next for you?

Noah: 00:11:06

So I think about it 24 7, but I don't talk about it 24 7. We have a rule. We don't discuss business over the weekend or after five.

Noah: 00:11:18

That's the very important rule. Also, we don't live together, which is good. We get some time away.

Casey: 00:11:26

Fantastic.

Rainey: 00:11:27

That's awesome.

Casey: 00:11:28

So you were saying your creativity and all of that. So what other things do you enjoy doing or what's your.

Noah: 00:11:34

I. I just like doing things that are creative. Like creative outlets. I actually made this shirt. I love sewing. We just, you know, you told us.

Rainey: 00:11:42

About that in your pre interview and we begged you to wear it today.

Noah: 00:11:46

I'm not gonna lie. I was cramming to make it, but.

Rainey: 00:11:49

It is so beautiful.

Casey: 00:11:50

I can't.

Noah: 00:11:51

That.

Casey: 00:11:51

That neck just does something to me.

Noah: 00:11:53

Finished it, I think like sat Sunday night.

Rainey: 00:11:56

Oh, I'm glad I was at this morning at 3:00.

Noah: 00:11:58

I mean, I've done that before anyways.

Casey: 00:12:01

It's gorgeous. So for people who can't see it, you also.

Rainey: 00:12:04

I remember you shared that you do beaded bags and I haven't done an.

Noah: 00:12:08

Actual beaded bag yet, but that's like the. That's the plan. I. I just started learning how to like bead embroidery and I think that's like a really fun little thing to do.

Rainey: 00:12:20

So. Ifa. I have a question for you.

Noah: 00:12:22

Yes.

Rainey: 00:12:23

So I think we would think about the product of concrete as being. And also plumbing fixtures and that sort of industry being something that's mostly male dominated.

Has that been something that has been a little bit of a challenge for you or has it been like.

Noah: 00:12:42

Everybody welcomed me?

Noah: 00:12:46

Well, yeah, that's was part of the challenge. But I like challenges. You know, even today, some men doesn't listen to my opinion. Only because I'm a woman, although I have years of experience.

But that was part of the challenging for me. And there was a point that I start enjoying it, you know, the challenge.

Casey: 00:13:08

Watch me.

Noah: 00:13:09

Yeah, just watch me. I'm gonna do everything on high heels.

Rainey: 00:13:14

I love that. And that's your legacy.

Noah: 00:13:16

So there you go, girl.

Casey: 00:13:17

It's fantastic. Because are you one of the few women in this. In this industry?

Noah: 00:13:23

Yes.

Casey: 00:13:23

Or one of the only woman. Do you know or do you have.

Noah: 00:13:26

I'm not sure if the only. But one of them.

Casey: 00:13:28

Okay.

Noah: 00:13:29

I didn't check it.

Rainey: 00:13:30

The biggest and the baddest.

Casey: 00:13:31

Yeah, sure. Well, you definitely started it. I would imagine you've kind of created and now other people are following suit.

They're sort of taking your lead and for seeing these things kind of pop up other places. So does that make you proud? Does it make you give you any sort of incentive to sort of switch it up? Or do you just love seeing that they're like.

Noah: 00:13:51

I honestly, I think it's important to have competition, I guess. I mean, for us, it. I guess it kind of Lights a fire under you. You know, it drives you in a way that maybe you do expect in a good way.

And it means that there's demand for it. You know, people want to see this stuff. And we, again, like I said, we're not just selling a product. We're selling the brand as well.

And part of our brand is like, our people and our story and the people that make the products, they come into work happy and smiling. And that's such an important, like, for my mom, I know it was always important to her to create an environment that's, like, fun to be around.

And it's so important, you know, not oppressive.

Rainey: 00:14:34

I think one of the things you told us this morning is that you guys had everybody from the factory dress up yesterday and you brought them into the booth here at cable, which I have to say, we have B roll of it and we're going to roll it on our video. But Yalls booth, it gives me chills trying to talk about it.

Casey: 00:14:54

When we walked up, I. We got so teary. And then seeing you both in it because, you know, you see. See these things in 2D, right? We see the pictures, we see it online.

We're begging clients to, you know, put.

Rainey: 00:15:06

This in your house.

Casey: 00:15:07

But then to see it and touch it, it's like, oh, you must have this in your house. The green soaking tub. I just can't stop thinking about it. Like, where's. Where am I putting it? So when you see that.

But you got to bring your whole team because they're over here making the dough. But they didn't see the people. They didn't see the baguette on the plane, Right?

Rainey: 00:15:29

So what was their reaction?

Noah: 00:15:30

They deserve to see it on the right environment. I mean, they see it on. In production environment without having the right light and spot on it. So it was amazing.

Noah: 00:15:43

They were, like, in awe, all of them. I saw, like, guys, like, taking videos and pictures and like on FaceTime with their mom, like, this is what I make mom, like, look.

And it was like, so touching. You know, it's so. It's so awesome to be able to create such a work environment that people are proud to come to.

And right here in the States, you know, like, I don't know a lot of companies that manufacture products in the States and they love to come to work.

And my mom takes like 20 minutes out of her day in the morning to go all around the show, all around the, like, warehouse floor and say good morning to everyone and make them feel really smart, special. And I feel like that's so like.

Rainey: 00:16:22

My kids, when I thought I couldn't love you anymore.

Noah: 00:16:25

I have 40 kids.

Casey: 00:16:27

You look amazing. Just started popping them out, but that's what that says to them and then their families. And so you.

You're creating an evolution of that artisanship, which we've kind. We've lost a little bit of. And I think it is coming back, but, like. But you've created it in town, which is amazing.

Noah: 00:16:48

And you use a perfect word, like, artisan is the right word. These people are artists. The people that make our stuff is just insane how talented they are.

And I'm actually really proud of this, that we have a woman working in every department at our warehouse. Like, it's not just women owned. It's like woman run and led. And I'm really proud of that.

Casey: 00:17:10

That's incredible.

Rainey: 00:17:11

There's, like, an attention to detail that comes with that that people don't understand unless you have. Right, that's exactly right.

Casey: 00:17:19

Yeah. There's certain things. There's delicacies that sometimes aren't. That are missing sometimes in the spaces, but that.

Because you can create as a creative director and you're, you know, everything that you want, but then to have it applied by these people's hands, it's just got to be. Yeah. Your birth.

Noah: 00:17:36

Creating a culture, I think, which is important.

Noah: 00:17:39

Yeah.

Rainey: 00:17:40

In our pre interview, we talked a little bit about the concrete, and one of the things that you guys said that stuck with me was that your environment is so impactful on the making of each one of these pieces. And it matters how much moisture is in the air that day or not and how hot it is or not.

And so with each environmental change that makes each piece different.

Casey: 00:18:05

Right, right.

Rainey: 00:18:07

And so it's not just rinse and repeat every day. Every day is a new day.

Noah: 00:18:11

No, every day's a new day.

Casey: 00:18:12

So being here in Vegas, where it's very dry climate, is that an optimal environment for something like this? Does it cure faster, slowly? Again, we like the challenge.

Noah: 00:18:24

Control the temperature.

Casey: 00:18:25

Okay.

Noah: 00:18:26

Yeah.

Casey: 00:18:26

So what do you keep it. I mean, I don't know anything about.

Rainey: 00:18:29

That's a secret.

Noah: 00:18:30

I can tell you, but then.

Casey: 00:18:36

Okay, I'm back. Done. So do you get better production certain seasons, or is it not? Like, you know how wine. Like every. Like, if there's a good.

Noah: 00:18:45

Is it similar with mild temperatures? Right. Which we don't have here at all.

Casey: 00:18:50

It's either extreme or.

Noah: 00:18:52

Yeah.

Casey: 00:18:52

Okay.

Rainey: 00:18:53

One way or the other, you're in the desert. So let's switch it up a little Bit and talk about color.

Okay, so, creative director, you were talking to us about your new favorite color, and I have to tell you, when you told us the color name, I had this vision in my mind of what it was going to look like. And then we walked in the showroom, and I'm telling you, our mouths just.

Noah: 00:19:17

That makes me so happy.

Rainey: 00:19:20

Talk about that color, girl.

Noah: 00:19:22

en remember, like, last year,: 2024

And we have been working on that color for, like, over two years, and. Which is insane to think about. Like, we've been mixing and trying to find the right pigment formula for this color.

And I'm so glad we took the time and effort to, like, honed that color, because it's, like the perfect latte. Neutral. Perfect neutral color. And I'm so happy with how it turned out. It's beautiful.

Rainey: 00:19:58

It is.

Casey: 00:19:59

If you.

Rainey: 00:20:00

It will put some on our B roll. But if you are just a listener, please go to Concretti's website and look at this color. It is so sexy.

If you never thought that that concrete could be sexy, then you need.

Noah: 00:20:14

Yeah, think of it.

Casey: 00:20:15

Think of it. Sadly mistake.

Rainey: 00:20:17

You are mistaken.

Casey: 00:20:19

The fact that that was two years ago and that color is so relevant, I mean, because you guys are creating colors that are taking a couple years. So you're. You're ahead of the. Of the times, essentially, because the blush. I mean, the other colors you've got in your space are timely right now.

Like the green. Like we were saying, you are in it. You're in it. So how do you do?

You just pick a color you love and you just assume or what's your direction that way?

Noah: 00:20:45

Are you motivated or talk about the colors? So I think some of them were a little bit selfish. Like, we're like, I want to make.

Noah: 00:20:57

A. I like that.

Noah: 00:20:58

I like that.

Noah: 00:20:58

I want that.

Casey: 00:21:00

Fair enough.

Rainey: 00:21:00

It's your company.

Casey: 00:21:01

Yeah, my company, my color.

Noah: 00:21:04

Exactly. And then. But then other ones, if we hear people. Let's say we're at a trade show and people are asking, looking for something specific.

We'll listen to our clients. You know, if they're like, I need this color, and then another person comes by, and they're like, I need this color as well.

We're like, okay, guess this color needs to be made, you know, like, sold, Right? So it's, you know, it's. It's really cool to be able to be kind of, like, at the top of the Company and make these decisions.

Because we listen to, like, everyone, you know, even on the. On the, like, warehouse floor, if someone comes up with an idea and they're like this. I think this would be really cool. We'll entertain it.

You know, like, what do we have to lose? Like, we can make our own things. Right.

Rainey: 00:21:43

I love that.

Casey: 00:21:43

I love that.

Rainey: 00:21:44

Do you take notes ever from fashion? Because I know fashion is usually sort of right before the interiors. Do you take notes?

Noah: 00:21:51

Absolutely.

Noah: 00:21:52

Absolutely. I think we take inspiration from everywhere. Inspiration is not just like looking through a catalog. You can go on a walk and find inspiration.

And we take a lot of inspiration from nature, from fashion, from. I think if you're looking in your same industry, you won't find much, you know, different inspiration.

But if you're looking outwards, you know, looking in different industries, you'll find what you need.

Casey: 00:22:16

You know, that's such an interesting way to say it, because we are so often looking at our competitors or whoever as this next thing, like, I want to achieve. But you're absolutely right. You're just then redoing what somebody else has already done. That's not creativity or inspiration. That's just copying.

Right. So you.

And you have a place, like, we were walking from building to building, and you look out, and there's palm trees, mountains, and then snowy mountains. It's unbelievable where you.

Rainey: 00:22:44

The number of colors there.

Casey: 00:22:46

A million.

Rainey: 00:22:46

Right, Right.

Casey: 00:22:47

Yeah. So a lot of your stuff actually kind of represents a little bit of the scape that you live around, the natural nature of it.

Noah: 00:22:55

And so I don't know if you guys saw, but we have, like, a really funky bathroom with, like, a light blue wall and some, like, red and white tile. So that was actually inspired by some shoes that I really like. Like, I have shoes that have blue, white, and red in them.

And I was like, I want to make a bathroom around this.

Rainey: 00:23:14

We need a picture of that pair of shoes. And we need a picture of the first bench that you missed.

Noah: 00:23:19

Will do.

Casey: 00:23:20

Mushroom seeds. I just. Still thinking about the mushroom seat. Did it have a rounded top?

Noah: 00:23:24

Yeah.

Casey: 00:23:25

So the little kids just kind of.

Rainey: 00:23:26

Oh, it's good.

Casey: 00:23:27

Actually.

Noah: 00:23:27

I have a picture of Italian Noah sitting on. On them? Yeah.

Casey: 00:23:31

Oh, my God.

Rainey: 00:23:33

Yeah.

Noah: 00:23:33

As a kid.

Casey: 00:23:34

That's so special.

Rainey: 00:23:36

So you thought it's Saturday morning.

Noah: 00:23:39

Yeah.

Rainey: 00:23:40

What are you doing?

Noah: 00:23:42

Ptis and a chill day. I got to do, like, a nice breakfast and have some time with my kids.

Rainey: 00:23:56

I love it.

Noah: 00:23:57

And just chill.

Noah: 00:23:57

Your dog?

Noah: 00:23:58

It's a chill with my dog.

Rainey: 00:23:59

Oh, what kind of dog?

Noah: 00:24:00

Do you have Rottweiler?

Rainey: 00:24:03

A little dog she fits into a purse.

Casey: 00:24:08

A purse Meat cup. I can karate.

Rainey: 00:24:12

I love that so much. So Pilates. Do you read at all?

Noah: 00:24:16

Oh, yeah, yeah, yeah.

Rainey: 00:24:17

What is your favorite thing? To read?

Noah: 00:24:19

What is my favorite?

Rainey: 00:24:20

Yeah, to read. Do you read newspapers? Do you read fiction? Non fiction.

Noah: 00:24:26

So it could be like business books or just books that take all my thoughts away from me. It's either or.

Casey: 00:24:36

Do you guys travel a lot? Do you try and just get out and see?

Noah: 00:24:39

Yes, yes, absolutely. Actually, one of my goals this year is to travel more in the US Like I want to see some mountains.

Rainey: 00:24:45

You know, what's your favorite place? You've traveled so far?

Noah: 00:24:48

Wow. I don't know, I. There's a lot to see, you know. I love California actually.

I think it's beautiful and so diverse with like, you know, the mountains and the beaches and it's just so different and beautiful. Like you can drive two hours and be a whole different like environment, you know, I love that.

Casey: 00:25:08

And you can drive here or in California for sure. I'm looking at my little lady mom right there. She drove in just to see you guys. She's from San Diego.

So anyways, and I'm sorry to shout that out, but hi mom. But no, that's amazing. So do you try like, do you travel a lot? Were you born here? Were you born in Vegas?

Noah: 00:25:28

No.

Casey: 00:25:29

Okay, so what made you. What brought like, why Vegas?

Noah: 00:25:34

I like the skies here. Seriously, the most beautiful, the most beautiful sunsets.

Casey: 00:25:40

Oh my gosh. That is the coolest answer ever. Sunsets do something to me as well. So I can completely understand what that is.

Noah: 00:25:49

The only thing that missing here is ocean.

Noah: 00:25:52

Yeah, it could be perfect.

Rainey: 00:25:54

Yeah, Everybody on the planet would live there.

Casey: 00:25:57

You don't want that.

Noah: 00:25:58

That's true. That's true.

Casey: 00:25:59

Too much? Too much.

Rainey: 00:26:01

So I have another question and I want this for both of you.

Noah: 00:26:05

Okay.

Rainey: 00:26:05

What is your most prized possession on the planet? Not a person, a thing.

Noah: 00:26:12

Great question. Do you want to start?

Noah: 00:26:16

I think that that's the bracelet that I have here. I got it from my mom. The hand represent a symbol of evil eye. And it has the words brave woman. She gave it to me like four years ago.

Something like that. You know, over the years she was watching me struggling and dealing with so many unfair situation.

And like when it starts working, she felt like giving it to me and she told me, you totally deserve it. You work so hard to get. To get the chance to have those beautiful moments of success and does it.

Casey: 00:27:05

Ever come off Your wrist?

Noah: 00:27:07

Yes. I keep it in a safe box.

Casey: 00:27:11

It's so beautiful.

Noah: 00:27:12

But thank you.

Casey: 00:27:13

Nobody would realize, I mean, the meaning behind it. Right. The power of what that is to look out for you.

Noah: 00:27:18

Yeah.

Noah: 00:27:21

I'm tearing up over here.

Casey: 00:27:23

I know. I'm like, just take a second because that was. So can we go? And then I'd love to hear, but I want to maybe just touch on that. What you.

Because when we had our pre.

You know, interview call and you had said you were not going to do these other things that were sort of what women were supposed to be doing at a certain time.

Noah: 00:27:39

Yeah.

Casey: 00:27:39

And so can you talk to that a little bit? Like where you got them. Strength and motivation to just not play into with a role of what you're supposed to be.

Because it sounds like it was difficult. There were challenges.

Noah: 00:27:52

Challenges. I had obstacles, like, for years, you know, I'm a late bloom. It didn't happen just like that. I had to continue no matter what.

And I had struggling with so many problems. I mean, I invest my whole time and money on things that I didn't know if the market will accept one day. Because I was way before time.

I mean, I was trying to market a product that.

Noah: 00:28:29

Didn'T exist.

Noah: 00:28:30

Yes.

Casey: 00:28:31

Literally out of nowhere, you created out.

Noah: 00:28:34

Of the earth plus concrete. You know, when you think concrete, you think gray. I didn't see. I mean, for me, it was always perfectly imperfect material and so, so flexible.

I mean, I knew that I could do everything with concrete and it's going to have a beautiful look. But I had to convince so many people.

Noah: 00:29:02

Can I add to that? Because I remember our first trade show, actually.

I remember setting up and our trade show neighbors were kind of giving us funny looks, I'm not gonna lie. And then the people just started pouring in. They were ready for this product.

And then after that, our trade show neighbors came by and they were like, oh, wow. Like we were.

Rainey: 00:29:23

Look at us now.

Noah: 00:29:24

Literally, they were just in shock that people wanted this, you know, like, they didn't even know. She knew.

Rainey: 00:29:31

You wanted a story.

Casey: 00:29:33

You knew. And that's the message, I think, because so often we do get paralyzed a little bit by this.

How do we do this thing that's not being done or that people are not looking at and loving? But you knew. So that following that instinct took some humongous cojones, like.

Noah: 00:29:51

And you know what? I remember the face of my banker and my CEO when I'm talking in the camera. She's dreaming, this lady.

But I must say that they were Fair enough to give me a call and tell me, hey, good job on that. You know, at the beginning when I first saw you, I thought that she's insane. She was talking and talking of things that I couldn't understand.

But you follow your dream then.

Noah: 00:30:20

Yeah. One thing about my mom, she keeps promises. Yeah.

Rainey: 00:30:25

Powerful thing to say.

Noah: 00:30:26

Yeah. One person said about me, this lady, if you're gonna close the door on her, she's gonna get in through the.

Noah: 00:30:33

Window or the keyhole.

Casey: 00:30:39

Wall that you put up. But that's. Oh, my God. That's the.

Noah: 00:30:44

No Cinderella story. You know, I believe that if you want.

Rainey: 00:30:48

Is there really a Cinderella story? No.

Noah: 00:30:50

No Cinderella story. You need to work hard in order to get, you know, results. And sometime it takes forever.

Noah: 00:30:57

Like me.

Rainey: 00:30:57

I mean, it's not forever. Look at you.

Casey: 00:31:00

No, but people wouldn't know that.

Noah: 00:31:03

No regrets on that. No regrets on that.

Rainey: 00:31:06

So, Noah, what is your prized possession?

Noah: 00:31:10

So is it weird if I say the same? That necklace. So this is actually a necklace that my grandma. My other grandma gave to me.

She gave it to me when I was 18, and then my mom actually got it tattooed on her wrist.

Casey: 00:31:24

You go, okay, so it is your family?

Noah: 00:31:29

Yes.

Noah: 00:31:29

Yeah. Like, no, she got it to represent me.

Noah: 00:31:34

No, that's for her.

Casey: 00:31:35

Right, But I mean, that's your. Like, your crest.

Noah: 00:31:38

Yeah.

Casey: 00:31:38

It just shows the strength and the.

Rainey: 00:31:42

Support of the women in this family. That is precious.

Casey: 00:31:45

It is. Because that's not necessarily always the case.

Rainey: 00:31:47

And as you said, it's not really your culture so much.

Noah: 00:31:50

Right.

Rainey: 00:31:51

When you are sharing on the phone, like, this is something that you created that is yours and your family.

Noah: 00:31:57

Yeah.

Rainey: 00:31:58

That is awesome.

Casey: 00:31:59

The legacy. So in these closing moments, what do you want to leave off? What do you want to say that maybe we.

We didn't touch on because is there something special to you or you want to, I don't know, shout out to somebody or.

Noah: 00:32:10

I would like to say that everything is possible as long as you believe in yourself. Follow your dreams. Don't give up. Don't accept no as an answer.

Noah: 00:32:22

Burst through that window.

I want to shout out our team and my creative team, but also, like, everyone who made this trade show happened for us, like, all of our production team, like, extremely talented people. They deserve to be here with us as well. So I want to give them a big, huge shout out.

They made the products that are on these beautiful stages, you know?

Noah: 00:32:46

Right.

Casey: 00:32:46

And so when people are following you, they follow you on Instagram at concrete. Right in.

Noah: 00:32:52

Yeah, we.

We like to share as well on Concretti, on the concrete Instagram, like the process and showing our people and like we do this thing called Factory Friday on our Instagram every Friday and we kind of walk around the warehouse and, you know, get the little waves from.

Casey: 00:33:06

People and just okay, I love. I kind of went deep dive on you both and just that was so touching to see them all just sort of this pride. So you just, you practice what you preach.

Rainey: 00:33:18

I love that.

Casey: 00:33:19

It's beautiful.

Rainey: 00:33:19

It's amazing. Well, thank you so, so much for joining us.

Noah: 00:33:23

Thank you so much for having us.

Rainey: 00:33:26

You are exactly what we wanted and what we needed and so thank you so much and congratulations on a gorgeous show.

Noah: 00:33:34

Thank you so much. It was an honor.

Noah: 00:33:35

Thank you for everything.

Casey: 00:33:37

You guys don't know what you did for us today, so thanks. Bye bye.

Noah: 00:33:41

Thank you.

Casey: 00:33:43

That's a wrap for this episode of Reframing the Art of Interior Design. We hope you had a blast and found some inspiration to bring your dream space to life. Feeling inspired to start your own home transformation?

Contact us@helloreframingdesign.com we want to help you make it happen. Don't forget to subscribe, Share and leave a review this show is edited and produced by Truth Work Media.

Until next time, remember, your space is your story. Make it beautiful.