The chairman of Italian natural stone giant, Antolini Luigi, who recognizes Turkey as Italy's future competitor, says he can see the potential for Turkish companies' growth in the marble industry, but they still have plenty to learn, too.

 

Francesco Antolini, the chairman of Antolini Luigi, a well-known producer, answered questions from Turkish journalists at the Verona Natural Stone and Technology Exhibition, the world's biggest natural stone expo with 1,500 contributors and 70,000 visitors. The Aegean Minerals Exporters' Associations took more than 150 natural stone exporters to the exhibition.

 

"Turkey has attained significant success in the natural stone industry. We recognize Turkey as Italy's future competitor, and have started getting anxious about Turkey's growth in the industry," said Antolini, who said he watched Turkish natural stone companies closely.

 

Antolini picks up select customers from Verona Natural Stone Exposition in his private helicopter or luxury limousine, and takes them to his factory, which is half an hour away. Sometimes he flies to California or Miami with top models to sell his products. He is the pioneer of fashion in the world's natural stone industry. Every marble or travertine manufacturer, from China to India and Turkey to Peru, has dreams of selling products to him and taking their companies to the next level. Products he designs each year decorate the world's richest villas from Dubai to Hollywood.

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It is not so easy to enter Antolini Luigi's stand at the exhibition. Unlike other companies' stands that are open for all visitors, you are welcomed by guards and a thick, carmine colored veil. When we manage to cross the veil, we see that rich customers are accommodated with all kinds of drinks and snacks in the large parlor. Half-naked women swinging upon a marble basin create an exotic sight.

 

Francesco Antolini seems reserved at first, but then starts answering questions comfortably. The company, which was established in 1920 as a family firm, tried to present the best service to its customers, Antolini said.

 

"There is no great secret behind our success,"he said. "We give our customers the best products and services. We have natural stones with almost 1,000 colors in our stores. For this season's collection, we used Swarovski crystals on marble. We make our designs using the best affects. We constantly create new models and research new methods. Our products are all handmade."

 

It would be possible for Turkish firms to grow more, said Luigi, but could not be achieved with raw materials only. According to Antolini, Turks should explore how to assess the stones, elevate their values and think outside the quarry.

Not just a dream:

Turkish firms should concentrate on developing their trademarks, said Arslan Erdinc, chairman of the Aegean Minerals Exporters' Association, one of the "lucky" marble sellers who sell stones to Antolini Luigi.

 

"Italians create exclusive designs in marble and natural stone. This way, they can sell marble for five to 10 times more. Antolini Luigi purchases products from a lot of Turkish companies, too. Of course, what makes them successful is their special taste and value," Erdinc said.

 

Turkey was settling in the world's natural stone market more firmly with each passing day, said Erdinc. As long as there were no setbacks, an annual export volume of $10 billion would be a reality within the next five years, he said. "We should realize our potential and lend enough importance to the industry. We should sell products to more countries. We can offer rocks as good as the Italians do."