Town & Country, MO — It was once said that “all men’s gains are the fruit of venturing,” and Alex Elzein seems to agree.

After all, Elzein, owner of Graniterra Kitchen, Bath & Stone Design Studio, a full-service natural stone importer and fabricator based in St. Louis, MO, has ceremoniously led the firm into the kitchen and bath remodeling business with the opening of a new design studio and showroom in Town & Country, MO.

“[At the new showroom] we offer full-service kitchen and bath remodeling – from project planning through installation,” Elzein states.

Designed through a collaboration between Steve Fritz of Wood-Mode and in-house interior designer Marilyn Vollet, the new 7,000-sq.-ft. showroom showcases full kitchen and bath displays.

“The site for the showroom was chosen because of its West St. Louis location, accessibility to our target market and the proximity to showrooms in related industries,” Elzein explains.

Operated by John Moench, a former architect who now serves as vice president for Graniterra, the space caters to what Elzein calls “sophisticated consumers, designers, developers and builders.”

The new Graniterra showroom employs a staff of seven associates, including three kitchen and bath designers and an architect.

Giving the firm’s designers space to create on their own terms is a key consideration, according to Elzein. “We encourage our designers to work in the way in which they are most comfortable,” he comments. “We have some designers who prefer to do hand drawings, and we also have designers who utilize 20-20 design software.”

Hand designs are also done “to create the initial presentations to clients during brainstorming sessions,” he offers.

To commemorate the new space – the firm’s second location – Graniterra held a grand opening cocktail party, which was attended by approximately 150 industry colleagues, including designers, contractors, builders and architects, among others.

“There was a jazz combo playing and a sparkling bar with a signature cocktail modeled after one of our pieces of marble, dubbed ‘The Fantastico.’ Guests could also take guided tours of the showroom,” he remarks.

Expanded Experience

The key to the new Graniterra showroom is its breadth of offerings, both in product and service, says Elzein.

“The new showroom is one of the most elegant in the Midwest, supported by fine cabinets from Wood-Mode, appliances from Sub-Zero and Wolf, and Kohler plumbing and accessories,” he reports.