Are authentic tile designs
really worth it?By John Dumbrille
Authentic items like antiques, original appliance designs, and yes, new types of tile hold a special appeal for many people. Even those with no particular leaning towards home design or a desire for beautiful things can appreciate the economic value added by authentic design. But is authentic design worth the cost: isn't there a cheaper alternative that's just as good?
In his book Bobos is Paradise, author David Brooks identifies a new middle class that has emerged with a genuine interest in what calls “the perfectionism of small things.” When it comes to building or renewing utilitarian rooms like the kitchen and bathroom, quality and authenticity has more than inherent value - there is also a sound return on the investment. So what would you rather buy, a used BMW or a car that sort of looks and drives like one, and has a greater need for repair over the long term?
In fact, the analogy to cars probably doesn't work for tiles. Unlike cars, once they are in use, tile brand names usually aren’t visible, and they can be easily copied, sometimes exactly. The reliability and cachet of an original line can still be valuable, but the question remains - is the money spent on an original tile product actually worth it? It depends upon how you look at it.
Melinda Davis, author of The New Culture of Desire believes that today, peace of mind is paramount for the consumer. And as we move towards a more experiental economy, peace of mind has less to do with the concrete aspect of products, and more to do with their redeeming values and qualities. If this is true, I can choose to ask deeper questions about what I am buying, and this in itself may enhance my quality of life.
Art in Glass Designer Marta Prigoshin: “I know my product is going to be copied when I see there are not just store owners, but other exhibitors and colleagues who are very, very interested in the new designs.” One store owner purchased samples and, soon after, "displayed the same samples offering more colors and sizes - produced by an offshore company, probably at a cheaper rate." Of course, Ms. Prigoshin immediately stopped selling samples to that store, but the damage had been done in that marketplace.For Eurotile, Villi USA's former President Peter Tschernitz took legal action several times against rogue companies that have deliberately created copies of his products - even to the point of copying the names of his tile line. “But,” he says ruefully, “half the manufacturers are from countries now where our patents are not enforceable." This is not to say that the problem originates entirely overseas.
Advocates for developing countries argue that too much emphasis on proprietary standards slows industrialization and gives unfair advantages to manufacturers in countries that are already heavily capitalized. They also point out that many established US and European companies live in glass houses - they started out copying; some continue to deliberately copy designs.
We know that mass production alone doesn’t bring industrial progress or prosperity to our country or the globe: carbon-copies are an associated process, but are not its driver. Good companies reward new contributions; we as global citizens should do the same. If we want design to progress, we will, as a society, have to pay the cost.
If we’re serious about economic progress, we’ll ensure that discovery, design and intellectual property are protected to some extent. The music and software industries have taken steps to protect their own in recent years, but the tile industry is not as powerful; whether they become effective at protecting design copyright remains to be seen.
As consumers, we have our wallets and our own peace of mind to consider and no particular argument will necessarily change us. Choosing original or copied products usually comes down to situational issues and gut instinct. And this instinct rides on a flux of legalities, legal enforcement, and collective behavior.
Art in Glass Designer Marta Prigoshin: “I know my product is going to be copied when I see there are not just store owners, but other exhibitors and colleagues who are very, very interested in the new designs.”
Former Villi USA President Peter Tschernitz: “Half the manufacturers are from countries now where our patents are not enforceable."
