Professional applicators of American Clay products are true artisans!  We recognize that they drive our business.  Not only do applicators apply the product– they articulate it. We marvel at their excitement in creating magnificent surfaces that many applicators thought only possible with Venetian acrylics, Italian traditional hydrolic limes or PVA/ gypsum acrylics.

Applicators are the heart of the business; their love and passion bring American Clay products to life. Without a trained applicator our product sits in the bag.  Applicators, like Johann Fitzgerald have fallen in love with American Clay’s product and its process. They have become not only successful in business, but also in life. Johann Fitzgerald has created a business in San Francisco and with the help of American Clay, his business continues to grow. Here is his story:

These words of wisdom have helped guide me to create a business that I love to wake up to every morning. Fitzgerald Studio is the culmination of an education in fine art, experience in the building trades and a passion for texture.
 
My last “real” job working with an Italian marble fabricator set in motion a love for stone with its variable surfaces and colors. During a trip to Italy I became very interested in plaster and surfaces.
 
After that, I took the time to learn about lime putty plasters. I love the way it can be burnished hard or smooth. I also began to look for a product that was flexible, repairable, and friendly to use. I was introduced to American Clay through a client who wanted it in her home. As I began to investigate I enrolled in a workshop with Orit Yanai and opened a new direction for my business. To my delight, with the American Clay, I discovered a wall covering that resembled the clay used for pottery; very tactile, friendly to handle, versatile, and easy to apply.
 
One of my basic concerns with wall coverings is the affect they have on the living environment and the occupants. American Clay provides me with the option to make available a product that is healthier for the applicator and the people living in the space where the plaster is installed. American Clay makes my business versatile because it adds a desirable product to the repertoire of what I offer. Minor touch ups can be made for little or no cost to my clients.
 
I like to think that I sell more than a product or service. I sell relationships built on trust and a desire to provide a one of a kind living environment that reflects the personality of the occupants. I listen to my clients and help them put together a colour scheme that makes their house a home.
 
The rising popularity of American Clay has been a nice boost to my business. The support of the staff at American Clay is exemplary and has helped me to solve issues quickly. Always friendly and helpful, they play a large role in my small business.

Johann Fitzgerald