In this insightful interview, Bart Bettiga, Executive Director of the National Tile Contractors Association (NTCA), sits down with Dawn Davis, co-owner of StrongWork Renovations LLC. Davis, alongside her husband Jake and daughter Lex, specializes in high-quality curbless wet rooms and showers in Lafayette, Colo. In this discussion, she shares her journey into tile work, the challenges and rewards of running a family business, her experience with industry certification, and her thoughts on increasing female representation in the tile industry.
Dawn, thank you for joining us today. To start, can you tell us a little about StrongWork Renovations? Where are you based, and what type of projects do you specialize in?
We are based in Lafayette, Colo., which is in the northwest metro Denver area. We specialize in curbless wet rooms and high-quality tile installations. We operate as a hands-on general building contractor, with a particular focus on waterproofing and tile work. Jake, my husband, is a mechanical engineer, and our daughter Lexington (Lex) works with us in the business. We keep our work radius within about 10 miles to maintain efficiency and quality.
Do you work directly with homeowners, or do you collaborate with builders?
We work exclusively with homeowners. When we first started, we worked for contractors, but we found that too many were cutting corners, and that wasn’t in line with our values. Since then, we’ve built a strong reputation purely through word of mouth. We haven’t needed to advertise for the last eight years, though we are considering stepping up our marketing efforts as we grow.
Running a family business comes with unique challenges. How do you balance work and personal life?
It’s tough to separate work from home life, especially when the whole family is involved. We do discuss work at dinner, but we try to hold each other accountable for maintaining boundaries. We work just as much behind the scenes as we do in the field – handling sales, educating homeowners, and ensuring that every aspect of the remodel meets our high standards.
What led you to specialize in tile work?
I got into tile work by accident! My background was in carpentry and woodworking. When the Northridge earthquake hit California in the ’90s, there was extensive damage to stone and tile. I was doing general remodeling work at the time, and I transitioned into tile repair. I quickly realized that my precision skills in carpentry translated well to tile setting. I went from mixing buckets to dry-fitting floors in no time.
What do you enjoy most about working with tile?
I love the challenge! Tile is far less forgiving than other trades, which makes it rewarding. The level of precision required, the constant need to stay educated, and the technical aspects all keep me engaged. Plus, tile is one of the most visible aspects of a home—people always notice a beautifully tiled space!
You’ve also pursued certification through CTEF. How did you learn about it, and what has your experience been like?
When we started our business, we wanted to ensure we were following industry best practices. We joined NTCA to connect with professionals and educate ourselves. Social media also played a big role in pointing us toward better methods and products. My daughter Lex and I attempted the Certified Tile Installer (CTI) exam in 2019 but didn’t pass. It was a great learning experience, though! This year, I’m retaking the test alongside 14 other women on International Women’s Day. We’ve been studying hard, and I’m excited to give it another shot.
That’s amazing! Do you think being part of a group of women taking the test together changes the experience for you?
I think it makes the event more meaningful. We’ve formed a study group and are working closely with industry experts to prepare. There’s definitely a spotlight on this, with press and sponsors watching, but I think we’re all ready to showcase our skills.
What advice would you give to young women considering a career in tile?
The industry has changed – it’s no longer just a “man’s world.” I grew up around construction, so it felt natural to me, but I know many women are hesitant. I see an untapped market in moms with school-aged kids. Many of them have six-hour windows during the day, are great with organization and multitasking, and could thrive in tile work. We need to promote the idea that construction isn’t just about brute force anymore.
That’s a great perspective. How do you think we can reach those women?
Networking is key! Groups like the National Association of Women in Construction (NAWIC) and NTCA’s Women in Tile can help spread awareness. We need to highlight the creative and rewarding aspects of tile work and provide flexible job opportunities.
That’s a fantastic takeaway. Thank you, Dawn, for sharing your story and insights. We’re all rooting for you on your upcoming CTI exam!
Thank you, Bart! I appreciate the support and look forward to continuing to grow in this industry.
In the One-to-One column, NTCA Executive Director Bart Bettiga engages in insightful interviews with prominent industry leaders, delving into key issues and emerging trends within the tile and stone industry. Through these in-depth conversations, Bettiga explores a wide range of pertinent topics, from advancements in materials and installation techniques to business strategies, workforce development, and the evolving marketplace. The column serves as a platform for experts to share their knowledge, experiences, and perspectives, offering valuable insights that help professionals stay informed and adapt to the ever-changing landscape of the industry.
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.
