Walking through the aisles of slabs on the floor of stone Showcase or stepping onto the mobile showroom branded with the name of its exclusive line, it’s easy to get lost in the sleek finishes, highly polished surfaces or textures, incredible colors of the stones and the exotic woods all around you. And whether you’re running your fingertips over a natural stone surface or manufactured quartz, you’re touching a part of something that has been a dream made real by owners Amit and Vineet Malik.
The story itself began in 1996, when the Malik brothers lost their father, whose family in India had been importing stone to the United States since the 1970s. Elder brother Vineet felt a deep desire to see his father’s vision of owning a stone import company through to fruition and enlisted the help of his uncles, Rakesh Malik and Ashok Kalra, neither of whom had even been to America, to get the plan off the ground.
And so began his import business, bringing stones into the Boston area, where he was living at the time, and sourcing them from the family’s connections in India. Over the next eight years, he sold to wholesalers along the East Coast, building up his contacts and reputation for quality materials and incredibly beautiful cuts. As he learned the nuances of the business, Malik realized the value of establishing his own company to sell stone and other luxury countertop materials directly to clients, specifically focused on meeting the specialized needs of interior designers and builders. “The vision was to build a welcoming, nonintimidating space offering a wide range of countertop surfaces—wood, stone, porcelain and more—allowing for personalized, iconic creations,” Malik explains.
His concept was breathed into being with the first location of Stone Showcase in Buford, Georgia, in 2004, at which point his brother, Amit, joined him. “We began by serving fabricators, but over time, we’ve grown our relationships to include architects, designers and hundreds of fabricators across the East Coast,” says Amit Malik.
As the company grew those relationships, the brothers added a second location in Stoughton, Massachusetts, and also expanded the breadth of their products, giving them a wider range of materials to offer their customers and a more diverse appeal. “Initially, we focused on builder-grade granite—think Uba Tuba and Black Pearl—but our offerings have expanded to include a variety of surfaces, like quartzite, marble, granite, travertine, porcelain, quartz, soapstone and butcher block,” Vineet Malik says. “Every stone we offer is handpicked and inspected to ensure the highest quality. Unlike many competitors who specialize in either manmade or natural materials, we offer a wide range of both. From builder-grade granite to luxurious marble, our customers enjoy limitless design possibilities.”
Adding to those limitless design possibilities is the recent launch of their exclusive line of manufactured quartz, porcelain slab and exotic wood, branded Element Surfaces. Built for luxury, sustainability and durability, the materials have proven a successful channel through which the brothers have been able to strengthen their company’s place in the industry and demonstrate not only their command of business but also their innovation and drive. “We’re incredibly proud of what we’re accomplishing in manufacturing our own surfaces with this line,” says Vineet Malik. “We plan to continue building the Element brand and expand our reach across the surface industry, and our goal is to become leaders in the stone and surface industry by constantly educating and innovating. As we grow, we’re committed to integrating cutting-edge technologies and sustainable practices to ensure we remain at the forefront of the industry.”
Those goals all seem very much within their grasp, as Stone Showcase has experienced steady annual growth over its 21 years and is now present in 13 states, with plans for expansion into the Southeast, Northeast and eventually the western United States. The company’s personnel has also grown, of course; what began as a two-person operation has become a thriving team of 50 employees—all of whom benefit from Stone Showcase’s dedication to providing Continuing Education Units (CEUs) for professional development.
“As a company, we stand out because we possess a deep understanding of the supply chain and material origins,” Amit Malik says. “Our focus on education ensures that not only are our employees well-versed in material and product knowledge but all our clients are also equipped to make informed decisions, because our team can speak to them about materials and their characteristics, care and maintenance, and even offer advice. We provide product knowledge sessions to educate our partners and clients, as well. We feel the importance of doing all of this because, as a family-owned business, we prioritize customer satisfaction, empowering our clients to make choices they love and ensuring they’re supported every step of the way.”
Over the course of the last two decades, Stone Showcase has built active partnerships with industry associations, including the American Society of Interior Designers (ASID), the National Kitchen + Bath Association (NKBA) and the National Association of the Remodeling Industry (NARI). All of these partnerships have been incredibly important resources as the company has grown, adding even more weight to an already sturdy reputation for selection, quality and innovation.
It is perhaps the Malik brothers’ desire not to stand still and rest on that reputation that has seen their company’s prosperous growth, year over year. They believe strongly in the value of maintaining a strong social media presence, posting regularly on Instagram and Facebook to bring viewers deeper inside the process of stone selection, offering insight into various stones and materials, and highlighting the company’s current inventory, hosted events and recent projects, as well as diving into current market trends and promoting Element Surfaces. In essence, they give the company a face and a voice, making things seem a little more personal and less transactional. They’ve even custom designed the interior of two box trucks to serve as beautifully finished and prominently branded Element Surfaces mobile showrooms, featuring 140 samples from their current inventory, which allows them to bring a portion of their showroom directly to clients, wherever they might be located. “All of that really gives more of a glimpse into who we are as a company,” Vineet Malik says. “We aren’t just some business importing stones from India. This is a personal thing for my brother and me.”
As much as their “why” has driven them to success, the Malik brothers’ expertise has made them media darlings. Over the years, the company has worked on numerous reality TV shows, including Restaurant Impossible, featuring designer Taniya Nayak; Lil Jon Wants to Do What? with designer Anitra Mecadon; Married to Real Estate with Egypt Sherrod; and even an episode of RV There Yet? where Shaquille O’Neal’s RV was renovated. “We’ve gotten some incredible national and regional exposure from the shows,” says Amit Malik. “That kind of recognition is invaluable to a business.”
In all that they have accomplished, Vineet and Amit Malik have built an incredible legacy—one that is as solid as their stones. *
Liesel Schmidt lives in Navarre, Florida, and works as a freelance writer for local and regional magazines. She is also a web content writer and book editor. Follow her on X at @laswrites or download her novels, Coming Home to You, The Secret of Us and Life Without You, at amazon.com and barnesandnoble.com.
Adding to those limitless design possibilities is the recent launch of their exclusive line of manufactured quartz, porcelain slab and exotic wood, branded Element Surfaces.
