LOVED FOR ITS DURABILITY, VERSATILITY AND WIDE ARRAY OF COLORS, MATERIALS, textures and finishes, tile is an architectural material that finds its way into homes of every style across the globe. And while many of the tiles available today may be vastly different from those first in use thousands of years ago, in ancient Egypt and Mesopotamia, their purpose has remained remarkably consistent: to add beauty, character and lasting function to the spaces people call home.
Tile is, in fact, the very foundation on which Giovanni’s Tile Design was built in 1997, when Giovanni Laucella moved from Nusco, Italy, to start a new life and create something that would be his legacy. Together with his wife, sons and daughter, he grew Giovanni’s Tile into a successful company whose expertise has made it one of Atlanta’s premier sources for quality tile and for curating and sourcing rare, decorative tiles, along with porcelain, mosaics and natural stone from craftsmen around the world. With its heavy focus on layout design, customization and old-world craftsmanship, its services have gown far beyond what Giovanni Laucella could have imagined when he first launched the business, becoming, as the company’s tagline asserts: “More than just tile.”
“The business started with Giovanni being the sole tile installer, working on referrals,” says Giovanna Berrios Laucella, the founder’s daughter and now co-owner of the company. “But his extensive knowledge of tile led him to open the first showroom in 2005 in Roswell so that he could install products he loved. Since then, we have been able to not only install tile but have grown to providing our clients with turnkey projects, including in-house design and project management. We also provide imported tile and cabinets from Italy—which has been a huge plus for our business, as we are able to curate our inventory exactly as we wish while still importing products that appeal to the Atlanta market but with Italian design.”
Being able to offer design services and turnkey installation to its clients has been a key differentiator in the Atlanta market. As vast as the company’s selection of tiles may be, that step outside the box of simply being “tile suppliers and installers” has given it a crucial edge in a demanding climate that often sinks businesses that don’t know how to pivot. But Giovanni’s Tile Design has risen to the challenge beautifully, implementing its own in-house design team that takes the stress and hassle of tile selection, sourcing, design and installation out of the equation for homeowners who have neither the time nor the inclination to deal with suppliers and subcontractors.
From a single statement backsplash to an entire home renovation, every project is approached with the understanding that tile is far more than a surface finish—it influences the way a room feels, functions and endures. By coordinating every stage of the process under one roof, the team ensures that each detail works together seamlessly, from concept to completion.
That comprehensive approach has become one of the company’s defining strengths. “Giovanni’s does all the dirty work for the homeowner. They do not have to worry about scheduling or picking up materials or even think about how to design the space—we have a whole team of people who are ready to conceptualize their dream and bring the design to life,” says Laucella. “Of course, all projects start with an idea. We love to sit down with our clients during an initial consultation to better understand the goals behind the project and then be there for them every step of the way. It’s important to us that we make sure that the clients’ needs are met while we provide our design expertise. In the cases that we’re working directly with homeowners, we provide them a complete turnkey concept. We start from the idea and bring the project to life. With builders and designers, we follow their lead—because, as professionals, we love to learn and see other professionals at work without stepping on their toes. We consider ourselves very open to different work environments, and we’ve made some incredible relationships through these collaborations.”
For homeowners and designers alike, the showroom offers more than inspiration; it provides the opportunity to experience materials firsthand while seeing how they can come together in an intentionally designed space. “Every single item is thoughtfully selected before it is displayed on the showroom floor,” Laucella explains. “This is where clients can really see the wide range of what we offer, the many products that make us ‘more than tile.’ We try to have not only tiles but also cabinets, countertops, plumbing, lighting, and other design elements and fixtures that are different from any other supplier or design firm. We like to set trends and distinguish ourselves in ways that people can immediately see and feel. Because of that, when someone walks into our showroom, they’ll find products that they haven’t seen in other home design showrooms. But more than the uniqueness of the product is the expertise of our team that makes each product look distinctive in the design of a home. We also offer only quality materials and have amazing relationships with our vendors, so we can confidently sell the product to our customers and know exactly where the product comes from.”
Truly, Giovanni’s has built its success from the tile up, becoming experts in designing full spaces that are breathtaking yet livable. “I’d say most of our projects are primary bathrooms, though we have done many kitchens, fireplace surrounds, laundry rooms, mudrooms and basements,” says Laucella. “To meet the individual needs of the client, we listen to what they want and determine not only their vision but how they truly live in the space. It is extremely important to us that the projects we execute for our clients are not only dreamy and beautiful but are also functional for their families.”
As the company continues to grow, Giovanni’s Tile is expanding its reach beyond the Metro Atlanta area to offer online distribution and shipping throughout the United States, launching its new platform in early 2027. “We live in a globalized world where everything is accessible,” Laucella explains of the decision to expand into e-commerce. “Clients often walk into the showroom showing us something they’ve seen online, and we want to be the source that people see online! We have a warehouse, we have inventory, we have the team—so we thought, why wouldn’t we expand into that world? Of course, it’s important to stay true to ourselves, so all the technical data is specified on each product, and our website is aesthetically pleasing to navigate. Whether a client comes into the showroom or is sitting at home, navigating our site, we want it to be a seamless process for our clients.”
Nearly 30 years after the first tiles were set, Giovanni’s Tile is the continuation of a dream that turned into a legacy—and one that has been an immense source of pride for the entire Laucella family. From leaving his home to start a new life in a new country filled with unknowns to building something with his own hands, Giovanni Laucella’s story is a beautiful mosaic that has grown in color and intricacy with each passing year, offering a message that anything is possible with passion, hard work and perseverance. *
Liesel Schmidt is a freelance writer and book editor based in Navarre, Florida. She is the author of three novels.
