When you think of tile industry leaders, you might not expect their story to start with a dream of becoming a rock star. For Jim Freymiller of Dulcet Tile, that was the plan, beginning in fourth grade. Music was his passion, and he chased it through high school and beyond, playing in bands with original songs, the right look for the times, and a killer stage presence.
But timing wasn’t on his side—grunge swept in and the hairband era faded. That’s when his father’s advice rang true: “Learn a trade so you have something to fall back on.”
Freymiller did just that. While still in high school, he worked for a friend’s family-owned flooring store, where he discovered a way to channel his artistic side into a career. Not long after, he left the music scene and moved to Madison, Wis., to be with his future wife, Selena. There, he dove headfirst into tile, joining a 10-man commercial crew. That decision set the stage for a remarkable career in the luxury building segment of the tile industry.
Inside stone tile production
Today, Freymiller works for Dulcet Tile, a leader in the luxury tile market, specializing in elegant and innovative marble mosaics. Owning and operating their own state-of-the-art manufacturing facilities allows them to push the boundaries of marble and mosaic production. This ability provides the edge that sets them apart by giving them the ability to design and manufacture exclusive collections.
The process begins with blocks or slabs, which are then cut down to necessary thickness and sized for field tiles. Finishes—honed, polished, or brushed—require different sanding techniques to achieve the desired look. “A team of 60 skilled artisans allows us to ensure craftsmanship in every piece,” he said.
Projects
The tile industry offers many different paths and one-of-a-kind applications that provide the opportunity to utilize his creativity.
One such recent example is a project he collaborated on with Alair Homes for its “The New American Home,” in conjunction with IBS. This home showcases cutting-edge innovations in design and sustainability. When complete this home will include 7,414 sq. ft. livable space (15,176 sq. ft. under roof) and will feature:
- Six bedrooms
- Eight bathrooms with an expansive second floor master suite and balcony space with natural stone and tile throughout
- Basement with wellness and exercise suite, wine cellar and entertainment areas including a game room and theater
- 18-car underground garage with car elevator and multiple storage lifts
- A private entrance to discreetly accommodate catering vans and staff during events
- Infinity edge pool overlooking the lake with boating access
- Cast-in-place concrete basement walls
- Light gauge metal framing for the first and second floors
- Smart, sustainable solutions designed to exceed energy efficiency standards
- “I’ve been blessed to work with amazing builders, designers, and market partners,” he said.
Advice for newcomers
Freymiller’s guidance for those entering the tile industry is clear:
- Surround yourself with experienced professionals and soak up their knowledge.
- Set short- and long-term goals.
- Use your phone as a tool, not a distraction.
- Build your network relentlessly.
- Embrace discomfort by addressing conflict early.
- Seize opportunities.
Challenges and trends
Showroom space remains one of the biggest logistical hurdles, Freymiller said. Limited floor space and competition from other manufacturers can make showcasing all products a challenge.
With more than 200 exclusive dealerships across 40 states nationwide, “Dulcet is selective about partnerships and needs space to showcase our products,” he noted. Concept boards, presented like art, help overcome this challenge.
Looking ahead to 2026 and beyond, large-format tiles will remain dominant, he predicted, though they pose thickness challenges when paired with other materials. Warm tones are making a comeback, and Dulcet’s collections are already ahead of this curve.
Lessons and misconceptions
What is one of Freymiller’s key lessons? “Create your own destiny by building partnerships, not just relationships or transactions,” he emphasized. Economic shifts, tariffs, and competition are inevitable, but strong partnerships provide stability.
He said that many underestimate the grind of being a road warrior in this business. Long drives, early flights, and missed family moments are part of the job. “I’m blessed that my wife Selena and son, Chase, understand the grind—it’s all for them,” he said.
Personal touch
If Freymiller could design a tile to represent his story, it would feature guitar patterns forming a cross—inspired by Prince’s iconic instruments—crafted, of course, from natural stone. It’s a nod to his rock star roots and his enduring love for artistry.
Freymiller’s journey is a testament to adaptability, passion, and perseverance. From chasing music dreams to shaping the luxury tile market, he’s built a career on creativity, craftsmanship, and connection. His story reminds us that success often comes from embracing change and finding beauty in every tile.
John Trent
John Trent has spent more than 25 years supporting the tile industry. Beginning as an installer before later owning a high-end residential installation company, he transitioned into technical and sales roles with a leading manufacturer. A proud NTCA member for two decades, he is both a Certified Tile Installer and Certified Aging in Place Specialist who promotes training and education for installers, sales and professionals across the industry. His belief that profit is less a goal and more a consequence of a job well done has served as a guiding principle in attaining successful partnerships and fueling growth in all areas of business and life. Currently he serves as Division Manager for KeedeRoll with Keene Building Products. He can be reached at [email protected] or 904-742-6081.
