What does your tile installer really wish you knew before starting your next interior design project? This week, Shaun Crha and Rebecca Plum welcome Adam Wilson, founder of Icon Tile, to get an insider’s perspective on custom tile installation, bathroom renovations, and the relationship between interior designers and skilled tradespeople. From the great Schluter debate to intricate tile layouts, waterproofing systems, and the true cost of craftsmanship, Adam shares what goes into bringing ambitious design ideas to life—and why some tile installers say “no” when designers want to push the boundaries.
With more than two decades of experience in the tile industry, Adam also shares how he has grown Icon Tile into a thriving business, why training the next generation of skilled tradespeople matters, and what designers should understand about natural materials like lime plaster, microcement, and tadelakt. The conversation takes a timely turn into material safety, lead in zellige tile, silica exposure, and the responsibility designers and manufacturers share in creating healthier homes. Whether you're specifying tile for a bathroom remodel or managing a complex custom installation, this episode will help you communicate better with contractors, avoid costly surprises, and create beautiful work together.
In this episode they discuss:
- What tile installers wish interior designers understood about custom tile installation, detailed layouts, and the craftsmanship behind a beautiful finished project
- The debate over Schluter trim, mitered tile edges, and waterproofing systems—and how budget and design intent influence installation decisions
- How Adam grew Icon Tile from a small operation into a larger team and why apprenticeships and skilled-trade education are essential to the future of construction
- The differences between lime plaster, microcement, and traditional Moroccan tadelakt, including the extensive prep work behind seamless bathroom finishes
- Growing concerns about silica dust, lead in zellige tile, and how designers, installers, and manufacturers can approach material safety and healthier interior design
- Why detailed design plans, accurate tile specifications, realistic budgets, and early communication help contractors say “yes” to creative installations