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Who is NATURE STONE® Brand Flooring?



In 1989, Russell Masetta, founder and owner of NATURE STONE® floors, was looking for a way to reduce costly concrete repairs in his business, Concrete Doctor. He began experimenting with epoxies, stone, and various mixtures, believing there was some potential ingredient that could correct deficiencies in concrete.

He found the answer by engineering a blend of natural color stones and specially formulated epoxy. His vision was now a reality. Russ called his new company, NATURE STONE®.


From the outset, Russ Masetta wanted NATURE STONE® to be one of the most admired companies in America. His professional strengths would come from his patent-pending epoxy. His personal strengths would come from principled moral and ethical behavior of all of his employees coupled with NATURE STONE®’s role in the community.

Russ adopted the motto for the State of Ohio for his new company: “With God, All Things Are Possible”. This laid the foundation for a signature policy NATURE STONE® would take on: a charitable donation program that donates 1% of each NATURE STONE® sale to the customer’s charity of choice.

As a result of his compassion for his community, Russ received the prestigious Pillar Award for Community Service. He was also honored as a finalist in the Ernst & Young Entrepreneur of the Year Award for both 2001 and 2002.


Family has been in the DNA of Nature Stone from the outset. A tribute to Russell's father is right there in the logo, and the values of family, commitment, and honesty form the basis of our industry leading warranty, known as Russell's Promise.

Today, numerous family members are part of the NATURE STONE® team and after starting out as an installer in his teenage years, Russell's son Michael now serves as CEO. And there are more generations to come...


NATURE STONE®’s 60,000+ customers understand worth. Our company begins each business day with a specially designed objective; make sure every NATURE STONE® customer finds magic in their NATURE STONE® floor.

It’s an idealism that defines the delicate balance of not only a happy NATURE STONE® customer but a fully-satisfied customer who will tell everyone how thrilled they are with their floor and NATURE STONE®’s customer service.


Only Authentic NATURE STONE® Brand Flooring is engineered specifically to be applied over concrete.

Conventional floor coverings simply aren’t suitable for concrete floors. By its very nature, concrete is porous and damp. Water, moisture and dampness migrate upward from the ground, working their way through the concrete.

When you resurface a concrete floor with carpeting, tile, paint and other coatings, the moisture has nowhere to go and becomes trapped.

  • Carpeting gets damp and begins to breed mold and mildew that give off an unpleasant odor.
  • Tiles loosen, crack and pop up.
  • Paint and coatings blister and peel.

This (among other reasons) is why you frequently have to replace and re-apply these types of concrete floor coverings.

Like your existing concrete floor, NATURE STONE® Brand Flooring is engineered to breathe, allowing moisture to escape and evaporate naturally through the HYDROSTATIC PORTS® in our exclusive pebble epoxy formula.

Authentic NATURE STONE® Brand Flooring also prevents mold, mildew and moisture problems from occurring.

It also cleans easily with a vacuum or damp mop and never needs to be replaced.

Choose NATURE STONE® Brand Flooring to permanently transform your concrete garage and basement floors into beautiful, low maintenance, worry-free Nature Stone® Flooring.

  • Virtually maintenance-free
  • Cleans easily with vacuum, hose or mop
  • Skid and slip-resistant
  • Corrects puddling, low spots and uneven areas
  • Hides chipped, cracked and stained concrete
  • Does not trap moisture
  • Will not breed mold or mildew-perfect for wet, damp or flood-prone areas
  • Comfortable to walk on – even in bare feet
  • Create unique patterns, borders, designs and logos
  • Environmentally friendly
  • Usually installs in just one day



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