S.J. Masters becomes creative in merchandising its tile products

NORTH CANAAN — A longstanding local business has two buildings on the market — but its owners say they have no intention of closing.

S.J. Masters Tile Inc., which retails and wholesales tile and stone, has a showroom on Church Street (Route 44) and a warehouse behind it on West Main Street.

Owners Steve and Carol Mastroianni told The Journal they plan to keep the offering low-key, but acknowledged that rumors that they are closing might circulate.

Their hope is that someone will purchase one or both buildings, with the condition that the buyer lease them to the company and let it continue to operate there.

“We’re looking for alternatives,� Steve Mastroianni said, “We want to protect our customers and employees. The commercial real estate market has never been worse, but you never know, and we are trying to cover all the options.�

The Mastroiannis have decades of experience as North Canaan business owners, achieving success in part by analyzing the commercial climate and being proactive. The business remains in relatively good shape because of it.

In the early 1990s, they leased out the Church Street showroom and consolidated operations into a warehouse behind it on West Main Street. Four years ago, with their tenants gone, they re-opened the showroom. Its large front windows are filled with displays of the latest in tile and stone designs.

An interview was a chance to ask their seasoned advice about how local commerce can survive in small town centers. The answer is obvious: get consumers to shop locally.

S.J. Masters design expert Danielle Orth couldn’t agree more. She often spends hours showing tile and installation options, only to have customers take her suggestions to Home Depot or buy online.

Although she understands how that makes budgetary sense in a tight economy, it can have a long-term negative impact on the town.

“People just assume they can get it for less elsewhere,� Orth said, noting she has a wide selection of sale items that far undercut “big box� store prices.

“You can come here with a budget, and I will make sure you will be able to stay within it and still be happy in the end.�

In the S.J. Masters showroom, Orth shows a selection of affordable and unique gift ideas.

 â€œYou’ve got to think creatively, literally, to stay in business,â€� she said.

Gift items include Lazy Susans, trivets and coasters, made of rich marble and other stones.

People generally get the concept of shopping locally. The hard part is getting enough of them to practice it to make a difference. And as more businesses close, particularly retail, there are fewer options for local shopping, creating a downward spiral.

Carol Mastroianni put her thoughts in a note, hoping they are interpreted as constructive criticism. They apply to all businesses that provide a living for local residents and a tax base for the town.

“If you don’t use us, or you abuse us, you will lose us!� she wrote.