A father and son manufacturing company in Dayton are working to change the wall tile industry.
A lack of representation and creative freedom in the tile industry brought father Kent Ross, Sr. and son Lamar Ross to form their own black-owned manufacturing business, Look Creative Innovations LLC.
“We noticed that there was a lack of diversity in owning and manufacturing products within the black community,” Lamar Ross said. “On top of that, we noticed there's a huge lack of diversity in owning your own product in the construction industry as well."
Kent Ross came up with his own product, and he patented and produced a new kind of wall tile.
Products are manufactured with a lightweight PVC base. The switch from heavy ceramic or glass tiles to plastic-based allows for cheaper and faster shipping across the country.
“Because of the nature of how (competitors) are creating their product, our process, which we can't fully disclose, allows us to customize it extremely quickly and also in extreme detail as well," Lamar Ross said.
While the tile makeup does not make processing easier, it allows for other unique practices such as bending corners without getting rid of or cutting tiles and designs. Lamar Ross said installers can heat up the back of the tile to bend it around corners, allowing more seamless placement.
Alongside the company’s unique tile makeup, Look Creative Innovations aims to “put the pencil back in the hands of those who want to create” through its custom tile service, where buyers can design their own tile patterns.
“The customizable side of tiles is something that has never been seen in the industry before,” Lamar Ross said. “No one has been able to go into a site, choose their color, choose their design and have it shipped right to their door, ever. So that is a completely unique thing to us. And we really champion ourselves on that.”
Prices for tiles vary depending on design complexity, which Lamar Ross said enables customers to opt for simple and affordable as well as complex and luxurious, depending on the project.
Lamar Ross said the startup’s next steps are to partner with graphic designers, interior designers and construction workers through a custom graphic design hub. The hub would allow designers to create and sell specially made wall tile lines.
In planning for the hub, Lamar Ross has begun reaching out to graphic design programs and studios in the Dayton area.
“We are very locally focused because both me and my father have grown up in the city,” Lamar Ross said. “Dayton is a huge piece to us. We're looking forward to working with architects and designers that are in the area more than we are anybody nationally because we know the importance of having it right here in our backyard. But we are still looking nationally as well.”
Lamar Ross said he was shocked to find Look Creative Innovations was the first black-owned wall tile manufacturer in the country. The Ross’ always assumed there were more black manufacturers in the country than actually present. Now seeing themselves breaking ground in the industry, they take pride in paving the way.
The Ross’ started Look Creative Innovations in April 2020 with their combined 70-plus years of experience. Prior to Look Creative Innovations, Kent Ross operated in the tile industry for 30 years as an installer with his own store, Ross Enterprises. A craving to create his own products, set him into the manufacturing business with his son.
Look Creative Innovations' 30,000 square-foot manufacturing space is located at 2554 Needmore Road in Dayton. Lamar Ross said the space is still seeing some renovation prior to its official grand opening.
Look Creative Innovations is a direct-to-consumer manufacturer, something Lamar Ross said he doesn’t want to change. In addition to its online store, the company sells products on Amazon, Houzz and U-Profit Wholesale on North Main Street in Dayton.
Look Creative Innovations, LLC
Founded: 2020
Owners: Kent Ross, Sr. and Lamar Ross
Employees: 5, plans to hire 10 to 15 this year
Website: https://www.lookwalltile.com/
Service: Wall tile manufacturer
