In an engaging conversation with Alena Capra, a seasoned designer and host of South Florida’s SoFlo Home Project TV show, we explored her journey in the design industry, current trends in tile and stone, and her experiences with the National Tile Contractors Association. Alena’s passion for design and her extensive knowledge of the tile industry make her a valuable voice in the field.
Capra was the recipient of the Kitchen & Bath Business (KBB) magazine’s 2024 Person of the Year Award. KBB is the official publication of the National Kitchen and Bath Association (NKBA) and Kitchen and Bath Industry Show (KBIS). She is a highly-respected designer and for the past several years has been commissioned as the official spokesperson of Coverings.
Welcome, Alena! It’s great to have you here. Let’s start by discussing your journey. Can you share how you got started in design and the evolution of Alena Capra Designs?
Thank you, Bart! It’s wonderful to be here. I began my design career over 22 years ago at Expo Design Center, where I first learned about tile and kitchen and bath design. When they closed in 2009, I launched my own company. Initially, I focused on kitchens and baths, but over the years, I expanded to full interiors, allowing me to design entire homes. While most of my projects are in Fort Lauderdale, I also engage in speaking engagements and trade shows, which has broadened my reach.
It sounds like you’ve had quite a journey! Do you primarily focus on residential design, or do you also venture into commercial projects?
Most of my work is residential, but I do enjoy commercial projects, especially those that allow for creative themes, like a boutique or a dance studio. I also offer consulting services, which lets me work with a broader range of clients.
You mentioned your busy schedule. Do you work alone, or do you have a team?
I keep my firm small, typically working with one or two other designers. I enjoy being hands-on with my projects and maintaining close relationships with my clients. While I sometimes consider scaling up, I find that keeping my business manageable allows me to explore other opportunities in the industry.
Speaking of opportunities, you host the SoFlo Home Project. Can you tell us more about the show and how it has impacted your business?
Absolutely! The show has been a fantastic platform for showcasing design trends and educating homeowners. We film weekly and cover a variety of topics, from design tips to tours of historic homes. It has significantly increased my visibility in the industry and has allowed me to connect with other professionals and homeowners alike.
(Scan for more information on the SoFlo Home Project)
That’s impressive! With your experience, what design trends are you currently seeing in the tile industry?
We’re seeing a resurgence of natural materials, particularly travertine and earthy tones. The technology behind tile has advanced, allowing for large-format pieces that mimic natural stone beautifully. Textures are also becoming more prominent, with a focus on warm, organic colors and subtle patterns.
Are there any specific trends you’ve noticed for outdoor spaces, particularly in South Florida?
The integration of indoor and outdoor spaces is becoming increasingly popular. Homeowners are using thicker porcelain pavers for patios and decks, creating seamless transitions. I’ve also seen a rise in creative mosaic artistry in pools, which adds a unique touch to outdoor designs.
It sounds like the tile industry is evolving rapidly. How do you balance your design work with the technical aspects of tile installation?
It’s all about communication and planning. I work closely with general contractors and tile installers to ensure that everyone is on the same page. I often meet with them on-site to discuss specific details, like grout color and cut placement, which are crucial for achieving the desired outcome.
Grout is indeed an integral part of tile design. How do you approach selecting grout for your projects?
Grout selection is essential. I keep a variety of grout color charts in my office to ensure I find the perfect match for each project. I believe that the right grout can enhance the overall look of the tile installation, so I’m very particular about it.
As we look ahead, what do you envision for the future of tile design?
I hope to see more collaboration between the tile and furniture industries. The potential for porcelain furniture is exciting, and I believe it could lead to innovative designs that integrate seamlessly into homes. Additionally, I’d love to see a continued focus on smaller formats and unique shapes that allow for more creativity in design.
Thank you, Alena, for sharing your insights and experiences. It’s clear that your passion for design and the tile industry is driving innovation and creativity. We look forward to seeing your contributions in the upcoming Coverings event and beyond.
Thank you, Bart! I’m excited to be part of the industry and can’t wait to see what the future holds.
In the One-to-One column, NTCA Executive Director Bart Bettiga interviews industry leaders about pertinent topics.
Bart Bettiga is the Executive Director of the National Tile Contractors Association. Bettiga is a member of the Board of Governors of Coverings, one the largest tradeshows in North America. He has over 30 years of experience in the tile and stone industry and has served as the NTCA Executive Director since 2002. He is a well known speaker and author on ceramic tile and natural stone distribution and installation. He oversees the financial operations of the NTCA, TileLetter and the Ceramic Tile Education Foundation.
