TYLEST Masonry Veneer Co-Owners Alex and Ediana Ponciano in the TYLEST showroom in Cumming, Georgia.

The company’s masonry-veneer mural stone on the wall of a residential property.

“That’s it?” asked a new TYLEST Masonry Veneer (TYLEST) customer after reviewing a quote for his custom masonry- veneer stone. When TYLEST’s Ediana Ponciano replied in the affirmative, the customer insisted, “Please overcharge me, that’s nothing!”

Laughing as she recounts this new customer’s pleasant reaction, Ediana reflects, “New customers fall in love with our products and are amazed by our affordable prices. That tells us we are doing something right.” In this instance, the customer paid more for the labor to install his masonry- veneer stone than for the product itself.

This reaction is common among those unfamiliar with the TYLEST brand and its Co-Owners, Alex and Ediana Ponciano. However, customers quickly learn that the business model established by this husband-and-wife team is centered on delivering quality, affordable, readily available products. “As masonry-veneer manufacturers, our main advantage is simple: better quality for a better price,” Alex says.

The Pathway to Masonry Veneers

Born and raised in Venezuela, Alex and Ediana had no familial connections to the construction industry, which makes their journey to the masonry-veneer manufacturing trade unique. Alex studied telecommunications engineering at a university in Venezuela and then worked for his family’s retail and wholesale business. Ediana earned a degree in business administration and management from The University of Memphis in Tennessee and then returned to Venezuela, where she worked for her family’s business in the auto industry.

“Alex and I always knew we wanted more for ourselves,” Ediana says. “We began researching unique business opportunities and realized we’d found our new path as soon as we discovered the masonry-veneer manufacturing trade.” Alex adds, “From a business development perspective, the rapidly growing construction industry was an interesting opportunity.”

From Venezuela to Georgia

In 2014, after several months of research and training, TYLEST was born when Alex and Ediana opened a masonry-veneer manufacturing plant in Venezuela, with Alex in charge of operations and Ediana managing the company’s administration. The new business owners enlisted the support of an engineering and design studio with more than 30 years of experience in the construction industry, and invested in the equipment and infrastructure necessary to grow TYLEST.

A few years after the company’s launch, in 2017, Alex and Ediana were forced to reevaluate the future of TYLEST. By this point, the political situation in Venezuela had transitioned from bad to worse, and access to materials necessary to operate their business, such as cement, was limited.

“We couldn’t run our business in that type of environment,” Alex says. His wife chimes in, “We also had a little one on the way, and we knew we needed to create a better future for her. The increasingly corrupt political situation in Venezuela, coupled with decreased access to the equipment and raw materials necessary to run our business, made it clear it was time to start a new legacy in the United States.”

Alex and Ediana conducted extensive market research and identified Cumming, Georgia, as the ideal home for their business and family, largely due to the fast-growing local construction industry.

In September 2017, the couple immigrated to the U.S. and opened TYLEST’s new headquarters in Forsyth County. “We committed to a new, bigger vision for our future, and we haven’t looked back,” Alex says.

A Company’s Evolution

Skilled at manufacturing all kinds of masonry veneers, TYLEST offers a wide variety of made-from-scratch products, including crafted veneers, brick veneers and modern concrete veneers. TYLEST also provides trim and accessories and custom-designed products.

Though TYLEST is a relatively young company, it has evolved significantly over the years. “Initially, we thought we’d manufacture just a few products, but we changed our plans once we saw the demand of the local market,” Alex says. “We went from manufacturing just a few styles and colors of products, to manufacturing over 30 styles of stone, brick and concrete veneers in an endless variety of colors.”

The TYLEST  Difference

In addition to touting high-quality wholesale and retail products at affordable prices, Alex and Ediana believe it is their first-rate production process that distinguishes TYLEST from its competition.

“All of our formulas are created from scratch at our production facility and consist of high-quality American aggregates,” Alex says. The result? Structurally strong, stable and durable masonry-veneer products that Alex and Ediana note are crafted to “last for life.”

“We are passionate about our products and proud of the high attention to detail paid to each and every product that we manufacture,” Alex says. “We don’t bring a new product to the floor of our showroom until we are sure it is perfect,” Ediana adds.

TYLEST complies with all ASTM International standards and its products are environmentally sustainable. “More than 60% of the raw materials used to manufacture our products are recycled,” Alex says. “It is important to me and Ediana that we do what we can to preserve nature and contribute to the health of our planet.”

Considering the exceptional quality of TYLEST’s selection of veneers, Alex explains that customers are often surprised to discover the products are still very lightweight. “Because of the lightweight concrete and aggregates used in our manufacturing process, our veneers weigh significantly less than most at roughly 4 pounds per square foot,” he says. “This saves our customers money because lightweight products translate to lower delivery and labor costs.”

What’s more, the styles and colors of all TYLEST masonry-veneer products are customizable. A case in point, Alex recently collaborated with an architect to customize two 24-foot x 24-foot precast concrete panels for a building under development in Johns Creek, Georgia. The design vision: a product with a seamless, wave-like pattern and deep shadows. Upon completion, the building will be the first in the state—and perhaps the country—to contain a custom exterior panel so uniquely designed.

“I love to innovate to adapt to challenges,” Alex says. “The Johns Creek project was especially challenging due to the complex design and short lead time. We had just two months to develop and finalize the custom product for the customer.”

Customers Love the ‘Wow’ Factor

For Alex, it is the creative aspect of his work that proves most exciting; for Ediana, it is the opportunity to assist and interact with TYLEST’s customers. “I love to take care of our customers,” Ediana says. “It is so fulfilling to witness a showroom visitor’s satisfaction and to exceed his or her requirements. If a customer is happy, I’m happy.”

Ediana goes on to share how the combination of TYLEST’s showroom, products, prices and service produces a “wow” factor. “Once people come to our warehouse, hold our products, see our prices and experience our customer service, they often say ‘wow.’ Though we manufacture faux products, our products are beautiful and surprisingly close to the natural materials imitated,” she says.

TYLEST fulfills a wide variety of clients’ masonry needs. Its customers range from general contractors and subcontractors to builders, architects, interior designers and distributors.

Additionally, TYLEST attracts business from across the country. One distributor flew to Georgia from another state to take advantage of TYLEST’s affordable prices. A builder drove 250 miles to experience the company’s showroom and was so impressed with the product offerings that he pledged to buy masonry veneer only from TYLEST for all future projects.

An Embodiment of The American Dream

Alex and Ediana’s inspirational story is proof that with a strong work ethic and a bold vision, anything is possible in the U.S. The couple cites American culture, freedom and safety as the greatest benefits of living in America and emphasizes the advantages of having convenient access to equipment and raw materials necessary to run a business.

Looking ahead, Alex and Ediana hope to expand their product offerings even further—with the goal of ultimately becoming the nation’s leading masonry-veneer company. However, most important to Alex and Ediana, as a Christian couple, is that they continue to glorify God through their work by positively impacting the lives of their employees and customers.

If TYLEST’s first six years of business are indicative of its continued success and longevity, the future of TYLEST looks bright.