Eric Edelson is the CEO of Fireclay Tile, a California-based design-forward tile manufacturer known for its handcrafted, sustainable products. Since joining the company in 2009, he has led Fireclay’s transformation into a brand that blends artisanal craftsmanship with modern innovation, making custom tile accessible to homeowners, designers, architects, and leading brands. Under his leadership, Fireclay has grown from a 20-person team to over 300 employees while maintaining its commitment to quality, creativity, and purpose. Passionate about using business as a force for good, Eric has guided Fireclay to become the first U.S. tile brand to achieve Certified B Corp status and is now 30% employee-owned, reinforcing a culture of shared success. In 2024, he expanded Fireclay’s offerings by launching Fireclay Tile Installation, making the company the first in the U.S. to design, manufacture, sell, and install tile in a fully integrated process. Eric’s approach blends authenticity with innovation: he leverages technology and design tools to scale the company’s artisan capabilities without sacrificing the soul of the craft. Learn more about Eric and Fireclay Tile in today’s Maker Monday.
Andrew Joseph: What inspired you to become a designer/maker?
Eric Edelson: I never set out to lead a tile company — I was drawn to Fireclay because it represented a rare intersection of craftsmanship, purpose, and untapped potential. The first time I walked our factory floor, I saw artistry in motion: the human touch, material experimentation, and a deep heritage of tile-making. What inspired me — and still does — is the challenge of scaling that craft without compromising its soul — we call it Artisan at Scale. I’m driven by the belief that a modern, design-led manufacturer can honor tradition while innovating like a tech company.
AJ: How do you balance authenticity and innovation in your work?
EE: I love the idea of “scaling artisan.” That’s been our north star for 17 years — how do we preserve the heart of the craft while meeting the expectations of customers who live in an Amazon world? Technology shouldn’t replace artistry; it should amplify it. Machines handle the repetition so our team can focus on the nuance. We’re proving that handmade doesn’t have to mean slow or inefficient. At Fireclay, authenticity and innovation aren’t at odds — they depend on each other.
AJ: How do you incorporate sustainability into your designs and production?
EE: Sustainability is how we operate — not just what we produce. As the first U.S.-made tile brand to become a Certified B Corp, we hold ourselves accountable to a wider circle: our team, our clients, our communities. “Business as a force for good” isn’t a slogan for us — it’s our filter for every decision. That sometimes means choosing the harder path over the more profitable one. Keeping our manufacturing domestic lets us ensure quality, lower our transportation impact, provide good jobs, and stay close to our mission. This is in stark contrast to most of our competitors, who largely ignore anything having to do with sustainability.
AJ: Can you describe a project or launch you’re particularly proud of?
EE: Launching Fireclay Bath has been one of the most exciting moments in my career. It’s where craft meets tech meets service. We reimagined bath fittings through a ceramic, color-forward lens — what we created is both sculptural and expressive, all made here in California. Behind the scenes, we invested in mold-making, 3D printing, and ram pressing — tools that now inform our tile business too. It’s the first time designers can customize bath fittings the way they customize tile. That’s a game-changer. And I was able to do it in partnership with a close friend, Avi Abel, who I have long admired.
AJ: How do you stay creative and inspired?
EE: I’m endlessly inspired by problem-solving, and if there is one thing that the ceramic world provides is lots of problems to solve. I also love business since there is no “right answer,” and there are opportunities at every turn to review, refine, and improve. I trail run in the hills behind my home, and that’s where many ideas come together. Running clears my mind, gives me perspective, and reminds me that challenges — whether on the trail or in business — are solved one step at a time. I’m always thinking about how to make our business better for our team and our clients, and this fills my creative cup.
AJ: Can you tell us about a design trend you are excited about?
EE: What excites me most right now isn’t a specific aesthetic — it’s the innovation happening in the client experience. Personalization is more important than ever. The ability to customize materials to a client’s exact vision — and deliver that vision when and how they want it — is a total game-changer. That level of precision used to feel impossible in our industry, but now it’s becoming the expectation. It’s all about delivering and delighting — giving people not just what they asked for, but something even better. That’s where design really shines.
AJ: What would your dream project or client be right now?
EE: I’d love to collaborate with Michelle Obama. She’s someone I’ve long admired — for her leadership, authenticity, and the way she blends strength with empathy. She also has a clear and inspiring design aesthetic. We’re currently providing tile for the Obama Presidential Library, which is a huge honor for us, but the idea of working directly with Michelle on a personal or public project — that would be a dream. I think we could create something truly meaningful together, rooted in storytelling, legacy, and beauty.
AJ: What’s your design pet peeve?
EE: When people skip the upfront work and scramble to make decisions at the last minute. A well-executed project lives and dies by preparation. We put a lot of energy into helping clients get exactly what they need — early samples, clear timelines, detailed specs — because those details matter. Rushing leads to compromises. Thoughtful planning leads to exceptional results.
Like what you see? Get it first with a subscription to aspire design and home magazine.