We’re excited to introduce you to the always interesting and insightful Jesus Casanova. We hope you’ll enjoy our conversation with Jesus below.

Jesus, looking forward to hearing all of your stories today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

I come from a family that has worked with natural stone since 1937, so I grew up around marble, craftsmanship, and construction. However, I always felt that the industry was doing many things the same way for decades.

The idea behind MILLIMETER came from a simple question: what if natural stone could be lighter, more versatile, and easier to integrate into modern architecture without losing its authenticity?

The first step was research and experimentation. We spent a lot of time testing different thicknesses, installation methods, and applications. We learned what worked and what didn’t. There were many failures before we found solutions that were both beautiful and practical.

Once we had confidence in the product, I focused on building relationships with architects, designers, builders, and suppliers. Instead of simply selling stone, I wanted to create a design experience and solve problems for clients.

The next challenge was execution. That meant developing production capabilities, creating a supply chain, establishing operations in Houston, and documenting projects professionally so people could understand the value of what we were creating.

Today, the company is expanding beyond local projects into national and international markets. Looking back, the biggest lesson is that execution is not one big step. It’s hundreds of small decisions made consistently over time. The idea is important, but persistence, relationships, and continuous improvement are what turn an idea into a real business.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

Over the years, I realized that while natural stone remains one of the most beautiful materials in the world, many aspects of the industry had changed very little. That inspired me to develop MILLIMETER, a concept focused on reimagining how marble, travertine, quartzite, and granite can be used in modern architecture and interior design.

Today, we specialize in creating custom architectural solutions using natural stone, including curved walls, doors, furniture, fireplaces, feature walls, vanities, and other bespoke elements. Our work combines traditional craftsmanship with innovative techniques that allow us to reduce weight, increase design flexibility, and create applications that would be difficult or impossible with conventional stone systems.

What sets us apart is that we do not simply sell stone. We help architects, designers, builders, and homeowners transform ideas into unique experiences. Every project is approached individually, with a strong focus on design, engineering, material selection, and execution.

One of the things I am most proud of is building a business that honors nearly 90 years of family heritage while pushing the industry forward through innovation. We are currently expanding from our local Houston market into national and international markets, working with clients, architects, and developers who share our passion for exceptional design.

My goal is simple: to demonstrate that natural stone can be lighter, more versatile, and more creative than most people ever imagined, while preserving the authenticity and beauty that make it timeless.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest lessons I had to unlearn was the belief that working harder automatically leads to better results.

When I first started building my business, I believed that success was simply a matter of putting in more hours than everyone else. I would try to do everything myself: sales, project management, design, production coordination, logistics, marketing, and client communication. I thought that maintaining control over every detail was the best way to ensure quality.

Over time, I realized that this approach was actually limiting the growth of the company. The business depended too much on me, decisions were slower, and opportunities were being missed because there were only so many hours in a day.

The lesson I had to unlearn was that being indispensable is not the same as being effective. Real growth comes from building systems, trusting people, creating partnerships, and empowering others to contribute their expertise.

That mindset shift allowed me to focus more on strategy, innovation, and business development while surrounding myself with talented people who could help execute the vision. Today, as we expand into new markets and larger projects, I can clearly see that collaboration scales much further than individual effort ever could.

The backstory is simple: I learned it the hard way through experience, mistakes, and a lot of long nights. But it became one of the most valuable lessons of my entrepreneurial journey.

Have you ever had to pivot?

One of the biggest pivots in my career happened when I realized that staying focused only on my local market would limit both my personal growth and the growth of the company.

For years, I was primarily focused on executing projects locally, serving clients one project at a time. The business was stable, but I began to see a much bigger opportunity. Architects, designers, and developers in different cities and countries were facing similar challenges and looking for unique natural stone solutions.

Making the pivot was not easy. It required changing my mindset from being a local project executor to becoming a business builder and brand creator. I started investing more time in travel, networking, partnerships, marketing, content creation, and building systems that could support growth beyond Houston.

There was uncertainty because expansion requires resources, time, and a willingness to step outside your comfort zone. However, I believed strongly in the potential of MILLIMETER and the value we could bring to a larger audience.

Today, that decision has opened opportunities across multiple states and international markets. Looking back, the pivot was not just about expanding geographically. It was about changing how I viewed the business—from simply completing projects to building a brand with long-term vision and global potential.

The experience taught me that growth often requires leaving behind what feels comfortable in order to pursue something much bigger.

Contact Info:

• Website: https://www.millimeterbycasanova.com/
• Instagram: https://www.instagram.com/_casanovadesign_/
• Facebook: https://www.facebook.com/casanova.us.2025
• Linkedin: https://www.linkedin.com/in/jesus-casanova-millimeterbycasanova
• Youtube: https://youtube.com/channel/UC8OMQHEfv3ApP09_3B5hmgw
• Other: https://pin.it/5orSyHSu5