Where Aura Surfaces Sits — And Why That Matters More Than Ever
This week’s article is a more personal one. It’s a direct reflection on where Aura Surfaces sits today, the journey over the last two years, and the reality of building a business that prioritises relationships, project outcomes, and long-term thinking over volume and transactions.
Below, I’ve also shared a short video expanding on these points.
A Conversation That Forced Clarity
This week, a very well-connected guy in the industry took the time to come and see me, and to be honest, what he said really landed. It wasn’t said in a negative way, but it was direct, and it made me stop and think properly about where Aura Surfaces is, and more importantly, where I want it to be.
So this one is a bit more personal. It’s not just about surfaces or products. It’s about the last couple of years, the transition out of retail, the trial and error, and the reality of trying to build something that actually reflects how I want to work and who I want to work with.
Why Retail No Longer Made Sense
I’ve spent most of my career in and around retail—tiles, surfaces, bathrooms, kitchens, even things like pools, hot tubs and commercial cleaning equipment. I’ve sold a lot of product over the years, but if I’m honest, there came a point where it just didn’t feel right anymore. The margins, the volume, the constant push for more… it just wasn’t aligned with how I wanted to operate long term.
For me, it has always been about people. The conversations, the relationships, the trust that gets built over time. When I look back, the jobs I enjoyed the most weren’t the biggest or the quickest, they were the ones where there was a proper relationship behind them. The ones where your input mattered and was appreciated.
The Gap in the Industry
After hundreds, if not thousands, of conversations across different types of projects and clients, I started to notice a gap. Not just in product, but in how things were being handled. There wasn’t really a brand sitting in that space between design, supply, and real project understanding—someone who could bring it all together properly for the right type of client.
That’s where Aura started to take shape.
What Aura Surfaces Actually Is
It was never meant to be about volume, and it still isn’t. I’m not interested in being the biggest or taking on as many jobs as possible. What I care about is being involved in projects where, at the end of it, everyone involved can look at the result and be proud of what’s been achieved. That’s the part that matters to me.
I’ll never claim to be a designer, because I’m not. But what I do know, and what I’ve built my career on, is understanding the products, how they look, how they perform, where they work, and just as importantly, where they don’t.
The Misalignment — And the Reality of Transition
Going back to that conversation, I’ll call him John for the sake of this. One of the main things he said was that there’s a disconnect between the content I put out, my personal brand, and the website. The content is clear in its message, but the website doesn’t fully back that up.
And the truth is, he’s right.
But that’s also part of the journey. Moving from a retail mindset into a more specialist, project-led business isn’t something that just clicks overnight. It takes time, and along the way, there are going to be things that don’t quite line up yet.
I spend a lot of time researching, speaking to suppliers, understanding trends, and more importantly, listening to people. I don’t pretend to know everything, and I’m always open to feedback, as long as it’s coming from the right place. But this conversation made me realise that I need to be clearer in how I position Aura.
Clarity: Who We Work With (And Who We Don’t)
Clear on who I want to work with, clear on how we operate, and clear on what we’re not.
Because the reality is, you have to want to work with the people you’re dealing with. I’ve turned work away before, and I’ll continue to do that if it doesn’t feel right. Not every project is a good fit, and that’s something I’m far more aware of now than I was years ago.
There’s also the practical side of it. There’s only so much I can personally be involved in, and the level of detail required in these types of projects doesn’t allow you to spread yourself too thin. The knowledge I’ve built up over time only has value if it’s actually applied properly, and that means being selective.
Why Timing and Budget Decisions Shape Everything
Aura Surfaces isn’t a walk-in showroom, and it’s not set up to be one. It’s not about people coming in, picking something off a shelf, and walking out with a price. The business is built around projects, around collaboration, and around getting involved early enough to actually make a difference.
That’s something I’ve seen time and time again, when decisions are left too late, the outcome is nearly always compromised in some way. Budget plays a part, of course it does, but when a project is already tight before materials have even been considered, it becomes very difficult to achieve what was originally intended.
We can work with budgets, and we do value engineer where needed, but last-minute decisions and rushed procurement almost always create problems. Having the right conversations early, understanding the constraints from the outset, and planning properly makes a massive difference to the end result.
The Truth About “Exclusive” Products
Another point John raised was around exclusive products. That we don’t necessarily have enough of them.
I understand where that comes from, but the way I see it is slightly different. Most “exclusive” products in this industry aren’t truly exclusive anyway. They’re just positioned that way. For me, it’s less about having something no one else can get, and more about knowing what to use, when to use it, and how to source it properly.
We already have access to some of the best manufacturers in Italy and Spain. We can supply high-end porcelain, engineered oak, handmade concrete from Portugal, terrazzo from Italy, and full marble solutions straight from the quarry. But if that isn’t being communicated clearly, then that’s something I need to improve.
How We Actually Work in Practice
The way new products come into the business is quite organic. It usually starts with a conversation. A designer needs something specific, a client is looking for a particular finish, and from there we go and find the right solution. It’s not about filling a catalogue, it’s about solving problems properly.
I genuinely enjoy that side of it. Travelling to meet suppliers, visiting factories, walking quarries, sitting down with clients—it’s all part of the process, and it’s where I feel most comfortable.
The Responsibility Behind Every Project
There’s also a level of responsibility that comes with being involved in these projects. Some of them are specified well over a year in advance, and things change. Products get discontinued, lead times shift, availability becomes an issue. If you’re not on top of that, it causes problems further down the line.
Because we’re involved in the process, we can see those things coming. We can advise early, make adjustments where needed, and help keep everything moving in the right direction.
Suitability Over Aesthetics
Suitability is another big one for me. I won’t supply something if I don’t believe it’s right for the environment, no matter how good it looks. I’ve had those conversations many times, and I’ll continue to have them. I’d rather be upfront and get it right than deal with issues later on.
The Vision Moving Forward
From the start, the vision for Aura was built around a few key things. Being involved early in the project, working with clients who genuinely care about the outcome, and collaborating with designers who value input rather than just looking for supply.
On the flip side, there are certain ways of working that just don’t fit. Price-first decisions, rushed procurement, and “just send me a quote” type enquiries aren’t where we add value, and they’re not what the business is built around.
We’re Still Evolving — And That’s Intentional
Now, I’m fully aware that the website doesn’t completely reflect all of this yet. That’s a fair point, and it’s something that will be addressed. But like anything, this is part of the evolution of Aura Surfaces. The direction is clear, and the structure will continue to catch up with that.
Conclusion
When I step back and look at everything, where I’ve come from, what I’ve learned, and how Aura has evolved, it’s clear that this isn’t just about supplying surfaces. It’s about being part of something bigger. It’s about being involved in projects where the outcome genuinely matters, where the details are considered, and where the right decisions are made early enough to actually make a difference.
This business has never been about chasing volume or trying to be everything to everyone. It’s about building strong relationships, working with the right people, and being trusted to guide a process that can be complex if it’s not handled properly.
There’s still work to do, and there are areas that will continue to improve, but the direction is clear. Aura Surfaces is being shaped around collaboration, knowledge, and delivering results that stand the test of time.
possible, or simply having a proper conversation about your options—this is where we can add real value.
If you’re working on a project and want to get it right from the outset, whether that’s selecting the right materials, understanding what’s possible, or simply having a proper conversation about your options,this is where we can add real value.
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