American Clay | Applicator of the Month for January is Miles Williams in Albany, CA

Serenity Finishes
1251 Solano Ave
Albany, CA 94706
(510) 316-8616
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www.serenityfinishes.com

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American Clay is proud to announce that Miles Williams owner of Serenity Finishes is our American Clay applicator of the month.

This is what Miles had to say in our short web interview.

Q: Tell us about yourself?
My name is Miles Williams, I am the owner of Serenity Finishes in Albany, CA. I am a dealer, applicator and trainer of American Clay. My background was not in construction but in art and ceramics. I was raised in a ceramics studio where my mother worked and have been up to my elbows in clay from a very early age, both making art and teaching others to create with their hands.

Q: How long have you represented American Clay?
I started my career as an American Clay Artisan in Colorado Springs with Deborah Hall of Hall’s Walls in 2006. That same ceramic studio where I grew up was turned into Albany Arts Gallery by my parents and has now been in business for almost 20 years. 2 years ago I started my business and opened my showroom within Albany Arts Gallery where I now show case my work in American Clay.

Q: What do you like the most about American Clay products?
There is something very satisfying working with American Clay. Its ease of use and its lack of any chemical smell make it great to work with. Every day I work with American Clay I learn something new. I really enjoy teaching others how to work with the plaster because of how easy the basics are to grasp, and how safe the plasters are to be around. People get very excited and happy when they are learning to work with the product.

Q: What finish do you prefer to work with?
I don’t necessarily have a favorite finish because I love them all, however I think each finish has their unique place in achieving a certain artistic concept. I personally enjoy very gentle finishes because I like touching my walls. I find that although you can achieve a sensuous, gentle appearing finish with all the plasters I really enjoy the finishes of a smoothly applied Lomalina with a very high polish and a light sponging.

Q: What are your most popular jobs?
The most popular projects seem to be the bedroom / bathroom combo where people realize how good the plaster makes them feel and are trying to maximize their exposure to it.

Q: What has made you successful with American Clay?
I feel very fortunate to have found a product that is so much fun to work with and is based on a code of values and ethics that I believe in. If I had to choose one thing that has made me successful with American Clay I would have to say it is the excitement I have for the plaster. I have also chosen to specialize in American Clay which means I’m able to focus my energy on this one product. By immersing myself in the product knowledge that is needed to apply, sell and teach the product I have made myself a valuable asset for those who want American Clay in their lives.

Q: What have you done that has increased your business over the last year?
Over this last year we have seen a significant dip in the number of product sales and application projects so we have been putting more energy into teaching classes and getting American Clay’s name out in our area. We get a lot of plasterers coming to us to learn how to use American Clay because they either have a job set up or they have lost a contract because they didn’t know how to use it. Serenity Finishes remolded the Gallery where our showroom is to maximize public exposure to the plaster. We have also made sure all of the floor sales staff have a strong understanding of and enthusiasm for American Clay. I have made a point of staying in touch with American Clay and just recently was able to attend an American Clay Train the Trainer program so I am able to teach American Clay approved classes.

Q: Anything you'd like to say?
I look forward to growing my business and my network by connecting with the applicators, dealers out there that are currently using American Clay. I would like to welcome any who want to learn how to use American Clay to give me a call or if possible stop by and see the showroom. I encourage all of the applicators out there to take an updated American Clay workshop. It's a great way to learn about any new products American Clay is developing or changes to the current product line.

If you are ever around the Bay Area please stop by and see our showroom
in Albany Arts Gallery. I hope to get to see some of you at a workshop this year!

Comments

0 #2 Carrie 2010-05-17 20:57

Hi Andrea - Yes, American Clay can be applied over a fireplace so long as the surface is properly prepared before the clay goes on. Since our product is meant to go on in thin coats, it will crack if it's applied in deep grooves like you often find on a brick fireplace. First, you'll need to level your fireplace with a brown coat of cement, or you can use 1-2 coats of our newest plaster, Enjarre, which can be applied more thickly than our other 3 types of clay plaster. Once the surface has been properly leveled, then you can follow our instructions to apply the clay as if it were a typical wall. Every surface requires its own special preparation, so it's important to follow the instructions to ensure your clay doesn't have any problems. For additional support, you're welcome to call us here at the office at 866.404.1634. I hope that helps!