Rock Solid

Direct Import Home Décor sells premium grade granite countertops and solid wood cabinets at a fraction of the price found at national retail chains.

By: Mimi Vanderhaven
Date: 05/13/2008
Design trends, particularly in kitchens, seem to be in a constant state of change. This year’s must-have stainless steel appliance is next year’s clearance item. Today’s popular kitchen design trends are in danger of becoming outdated before the guys with tools show up to do the install.

Granite may be the only exception to the rule.

Though designers and homeowners continue to flirt with new and unusual countertop surfaces—from stainless steel to glass—granite is holding its own as the most popular upscale choice since it entered the mainstream ten to 15 years ago.

“For a long time the choice for higher-end kitchens was solid-surface material,” says Samantha Wolske, sales manager at Direct Import Home Decor. “Granite originally came in two-centimeter slabs and was built up to get it closer to the 1 1⁄4- to 1 1⁄2-inch standard thickness of other countertops. There was a lot of labor involved and it got to be quite costly. That put it out of reach for most homeowners.”

Only recently has three-centimeter granite been manufactured. “It’s a common misconception that two-centimeter granite is substandard in quality to that of three centimeter,” Samantha insists. “Natural stone is natural stone, no matter how thick it is. It’s still beautiful and still long lasting. Two-centimeter is naturally less expensive, but no less beautiful or durable than three centimeter.”

Direct Import offers both.

In fact, there are actually some advantages to using the two-centimeter granite. “If your cabinets aren’t perfectly level, two centimeter is the perfect option because the plywood underneath can be shimmed and made even,” she describes.

The beauty and practicality of granite has kept it high on the wish list for many homeowners involved in a remodel or new construction. It also translates into a typically higher re-sale value for any home enhanced by its beauty.

Adding the luxurious appeal of granite to your kitchen or bathroom is more affordable than you might think.

“We are a direct importer of more than 20 granite styles,” Samantha says. “But we’re able to offer it as low as $29.99 a square foot because it arrives already fabricated. By having standard lengths pre-fabricated, it actually costs us less to manufacture a two-centimeter slab than it did when granite was first introduced to the mass market.”

The price per square foot for a granite countertop at Direct Imports tops out at about $54 a square foot—the price at which most other granite starts. “Our customers find that for about the same price as a premium laminate, they can add the beauty of granite to their project, instead,” she adds.

Direct Imports obtains their slabs from all over the world, including places like Brazil and Italy. Labels are affixed to the showroom samples, indicating the country of origin. “Because our slabs are pre-fabricated, we’re able to charge the customer based upon what they actually need for the project,” Samantha explains.

“Most local companies charge for the whole slab, as well as for the labor involved in the fabrication.”
In addition to selling standard countertop lengths, they’re also able to modify the designs to accommodate your specific project. “We have three different island sizes and four-inch backsplashes ready to go.” This type of streamlining means that installations can be completed much quicker than if you order an unfinished slab.

For those who wonder why granite varies in price by as much as $20 per square foot, Samantha goes on to explain that some granite is more plentiful and easier to find than others—thus the difference in cost.

According to Samantha, Direct Imports is the only granite importer of its kind in the area.

“We’re able to beat the prices offered at big box stores every time,” she confirms. They also manufacture their own line of solid wood cabinetry, making a complete kitchen remodel even more affordable.

“Our cabinets arrive in a flat pack and the homeowner has the option of having them assembled by one of our carpenters, or putting them together themselves for an even greater savings,” Samantha says.

The Direct Import line of cabinetry is available in oak, walnut, toffee maple, and the new glazed maple. Dovetail drawers are standard and they even offer task specific cabinetry like pantries, trashcan slide-outs, and bathroom vanities. Additional accessories like molding, filler pieces, and knobs, are also available—direct.

“We currently have a limited number of discontinued cabinets in dark cherry and natural maple for as low as $20. They’re ideal for small projects like garages and laundry rooms,” she offers. They also sell the well-known line of Schrock cabinetry—to offer customers additional options. “Most people buy our brand because it is so affordable,” Samantha adds. “We’ve cut out the middleman and sell directly to our customers.”

Stainless steel sinks average about $250 for a double bowl and all are a premium 18-gauge thickness. “You can save about $100 over the national chains when you buy your sink from us,” she comments.

There are three local Direct Import locations to choose from, with the showroom in Cleveland having the largest number of cabinet and countertop combinations on display. “Our staff works really hard to make sure your project is exactly the way you want it to be,” Samantha promises. “We provide the highest level of personal attention and will spend as much time as is necessary to get the details just right.”

Direct Imports also works with a number of professional contractors and have provided the granite countertops to large-scale projects, including area apartments, condos, Hilton Hotels and even the Wyndham. Builders enjoy additional discounts.

Direct Import has three locations in our area. See the sidebar accompanying below for details. Visit the website at www.dihusa.com.

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