by Monica Chamness
Staff Writer
Walking in the front door of The Tile Market of San Marco, the eye is drawn to uncommon tile patterns of every shape, size, color, style, texture and finish. The floors of the shop are just as much a showcase as the wall samples.
“We bring the unusual and the unique,” said Sheila Hawkinson, Tile Market president. “We wanted to offer products that were not available in Jacksonville before. We also offer goods that are innovative and creative for all price points.”
The we refers to Hawkinson and her business partner, Bill Page.
Hawkinson’s landlord, local designer Larry Wilson, helped the partners design the intricate styles for the showroom floor. The process of laying down different groups of tile throughout the facility took over a month.
Straying from the traditional, square shaped selections patrons find in most home improvement stores, Tile Market offers exotic imports, odd shapes and unconventional materials. The selection includes gem stones, metal, leather, glass, beveled marble, cement, tumbled (round edged) slate, hand-etched and stained stone from the Mediterranean, mounted Tunisian mosaics, natural stone and river rocks with mesh backgrounds. (The backing is invisible once installed and resembles a smooth gravel driveway.) Tiles hand-painted by artists are also available.
“The river rocks are really popular,” said Hawkinson. “These imports are the new, hot thing. We do have products that are more standard for those on a modest budget so you don’t have to be intimidated. We’ve jazzed them up with different finishes and details. If you take a premium product and use it judiciously, you can turn a mundane look into something extraordinary. You don’t have to use a whole lot to make a product wonderful.”
In addition to flooring and walls, Tile Market carries back splashes, baseboards, moldings, fountains, columns and hand-carved fireplaces.
Both Hawkinson and Page logged years in the industry before launching their enterprise in September. Hawkinson was an architectural representative in Jacksonville for 13 years, promoting commercial projects. She was also a manufacturer’s representative, traveling the Southeast for two years. Page also worked for a manufacturing representative, dealing with brick, tile and setting materials.
“As I traveled to big cities like Miami and Atlanta, I expected to discover unique products, but it was when I visited places like Pensacola, Savannah and Montgomery that I found those products we didn’t have here. At that point is when the idea got started. Bill suggested we open our own place,” said Hawkinson, adding they selected the Southbank for their venture.
“We decided to physically put ourselves in a different place,” she said. “ We wanted to be part of the revitalization of downtown in a space appropriate to house our unique products. This was a two-fold decision. It’s a strategic location for design professionals; they have easy access to us. We wanted to be part of downtown development for business purposes, but I’m also excited that downtown will become thriving and booming and I can be part of that. If we wanted to go after just the upper crust homeowners, we would have situated at the beach.”
In-house services for the Tile Market include distributing tile and stone and stocking porcelain, limestone and tavertine (a type of softer marble). They do not install their goods however.
“The market has been well-received,” said Hawkinson. “I grew up here so I was a little nervous. Jacksonville has had a hard time not having an inferiority complex about itself. I was afraid there might still be those tendencies but people have embraced finding things that are in other metropolitan areas.”
Big projects for the Tile Market currently include total renovations at Sawgrass Country Club and supplying products for the Watermark Condominium project.
Tile Market targets three groups: the interior design community, upper-end builders and retail customers looking for distinctive products and a hands-on approach.
“Our long-term goal is basically to continue doing what we’re doing and make it better,” said Hawkinson. “I want people to know where we are and who we are. We’re not looking to become the next Home Depot of tile with multiple locations, but to be the best in town. We did not want to be like the other tile stores. We truly want to focus on customer service. The rest will follow.”