How Concretti Designs Is Transforming Handmade Concrete for Modern Design and Sustainability

00:00 "Smarter Building Materials Podcast"
06:14 "Perfectly Imperfect Concrete Display"
09:14 Rethinking Sustainability: Wood Flooring's Longevity
10:04 "Sustainable Longevity of Concrete"
14:16 "Showcasing Our Craftsmanship"
18:23 Color Launch Timing Decisions
23:19 Persistence Fuels Success
 

At the heart of this story are Yifat Arbely, CEO and founder of Concretti Designs, and her daughter, Noah, the brand’s Creative Director. Based in Las Vegas, Concretti Designs is a standout manufacturer of handcrafted, pigmented concrete products, creating everything from sinks and bathtubs to planters and even cold plunges. What sets them apart isn’t just that they’re a woman-owned business in a traditionally male-dominated space—it’s their commitment to artistry, sustainability, and the craft of concrete. Yifat’s journey with concrete began when her daughter was still in school, making colorful, environmentally-friendly sculptures for local projects. This early spark turned into a thriving company determined to show the world that concrete is more than just gray and industrial.

If you ask most people about concrete, words like “utilitarian” or “cold” might come to mind. But Yifat Arbely sees it differently: “Concrete is not perfect, especially when it’s made by hand. Each crack is part of the character.” The company has developed products in 18 different colors, offering something unique for every space.

Beth was captivated by how concrete’s natural imperfections—air bubbles, tiny cracks—became a core part of the aesthetic. “It’s interesting—my first interaction with your products was I was so surprised that it had air bubbles on the surface,” says Beth. Rather than trying to mask these irregularities, Concretti embraces them, making each piece one-of-a-kind. They believe imperfections can be beautiful and that character matters as much as function.

The journey from hobby to recognized brand began online. “We started off on Etsy,” Noah recounts, describing how their first listings in 2018 were ahead of the curve, offering colorful sinks no one else had. Word spread, buyers took notice, and soon Concretti was making a splash at interior design trade shows.

Expanding from small direct sales to industry events wasn’t just about growth—it was about connection. Trade shows offered valuable exposure, leading to brand recognition and industry relationships. Beth notes how strategic these appearances were: “That really helped us grow in that interior space industry.”

With more consumers demanding authenticity and sustainability, Concretti Designs places local sourcing at the core of their brand. Materials come from within twenty minutes of their Las Vegas facility, using nearby quarries and suppliers. “I prefer to know who is the person I’m dealing with… I can literally walk there or drive there and visit,” says Yifat.

Beth ties this to the bigger sustainability conversation, contrasting the long life of concrete with more disposable, mass-produced products. “The longevity and life cycle certainly has some place in the world of sustainability. If you have a table that has lasted 15 years and will last for another 40… It grows in character.”

Most building products companies focus their marketing on finish shots or technical specs. Concretti does the opposite: their “manufacturing forward” approach puts artisans, process, and the quirky, creative side of production front and center on Instagram and their website. “I, as a consumer love seeing process, and when I get to see, when I get to be kind of like part of the process, I think it’s just so cool,” Noah explains.

Instead of only showcasing the pristine finish, their feeds blend videos and photos of mixing, pouring, sanding—and yes, those beautiful “after” shots. This approach, inspired by other artisan makers, builds a real connection with customers while also setting expectations around lead times and the involved nature of true handmade work.

Perhaps the most resonant theme is the spirit and values driving Concretti Designs. The company’s story is interwoven with family, localism, and intentional growth. When a customer canceled an order due to a cancer diagnosis, the Arbeli family sent the handmade sink anyway—free of charge, with a note of encouragement. “To us, it was obvious… that was 100% obvious,” says Noah. This act of kindness is rare in any industry and fosters powerful customer loyalty.

Yifat’s advice to women or anyone starting in manufacturing? “Consistency… Keep doing, keep moving, keep trying, don’t give up, no matter what. That’s the secret.” She underscores that being genuine, supporting local, and making the choice to stand by your values—even when it means charging a premium or taking the harder road—pays off in the long run.

You can reach Yifat & Noa through their website at https://concrettidesigns.com/ or follow them on Instagram @concrettidesigns.

The Smarter Building Materials Marketing podcast helps sales and marketing professionals find better ways to grow leads, sales and outperform the competition. It gives insights, examples and shares stories about how to create a results-driven digital marketing strategy for building products and construction companies of any size. SBMM is co-hosted by Venveo’s Founder, Zach Williams and Venveo’s CEO, Beth PopNikolov.

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