Moving By Design

Marla Davidson is becoming a familiar brand to people driving along West Kennedy Boulevard. For almost a year now, her name has emblazoned a large sign just east of Himes Avenue — possibly catching drivers' attention because of its similarity to the motorcycle.

After a decade operating her own interior design business, she is hoping to make her name practically as popular among fans of decorative tile and stone. Her 2,800-square-foot showroom, which opened last May, serves not only as a showcase of various examples of what can be done with tile mosaics, but it makes for a nice event hall as well.

“It's the smartest move I have ever made,” says Davidson, who has hosted groups such as the Florida Orchestra Guild, Coldwell Banker and the Luxury Marketing Council. “It has been wonderful so far. We have received rave reviews from our customer base.”

Relocating to the standalone building at 3421 W. Kennedy Blvd. from her original ground-floor location at Benjamin Center business park, north of Tampa International Airport, was admittedly a risky move during a recession. Davidson says the downturn actually proved to be the optimal time for leasing the space, which somewhat ironically was previously occupied by a mortgage company.

“We had to innovate and find a way to get ourselves out in front,” she says. “Moving in a down time was imperative to the survival of the business.”

Marla Davidson Tile & Stone Co. was launched in December 1999 when its namesake, a veteran interior designer, developed what she terms a “passion” for American-made tile with designs inspired by legendary 20th-century architects Frank Lloyd Wright and Louis Sullivan. The firm is also an exclusive representative of the Hearst Castle Collection, which offers designs and product imports from around the world.

“We wanted to be able to offer truly magnificent works of art,” Davidson says. “There isn't another store in town that offers what we have.”

Although the majority of Davidson's offerings — made from ceramic, granite, marble, glass and other materials -- are high-end works, she works with any budget. Davidson says she has handled projects costing anywhere from $100 to more than $100,000, adding that other tile merchants have sent business her way when they didn't have a specific item for a customer — and vice versa.

“We find no need to compete with other tile stores,” she says. “Customers come to us because of our uniqueness.”

Besides budget, the biggest concern clients have is not putting something in their home that they feel will eventually become dated, she says. She attempts to combine traditional and contemporary elements to come up with the best possible design for each client, whether for an entire home or a focal point.

“Some of these items never go out of style,” Davidson says. For example, she points to a steel-and-leather chair near the front of her showroom that looks as new and sleek as the latest European furniture offerings, yet was designed by Marcel Breuer in the mid-1920s.

While it may be easy to assume that wealthy clients are insulated from tough economic times, Davidson says they share the same spending worries as everyone else. She says she saw a yearlong decline in sales that lasted throughout 2009, but began to pick up again in the first quarter of this year.

“The affluent can only pull back for so long,” she observes. “We keep reading that glamour is coming back as an escape” from the recessionary doldrums.

One important trend that Davidson promotes in her designs, which may range from a kitchen backsplash to a backyard swimming pool, is sustainability. If you don't do green today, you lose a segment of the market. For example, one tile line that she carries promotes recycling of water, energy and raw materials in its manufacturing processes, and clients demanding “green” products respond favorably.

Beyond private homes, Davidson's designs can be found in everyday places such as Aqualea Resort in Clearwater Beach, Publix GreenWise supermarket in South Tampa and the Treasure Island bridge. Her six-employee staff works with architects and clients to provide the best designs that are suited to their needs.

“We follow their lead,” she says. “It's very important for us to respect each customer's personality and style so we can assist with creating harmony with their design.”
— Carl Cronan