Alright – so today we’ve got the honor of introducing you to Natalie De Ranieri. We think you’ll enjoy our conversation, we’ve shared it below.
Natalie, appreciate you joining us today. So, what do you think about family businesses? Would you want your children or other family members to one day join your business?
I am who I am because of a family business. My grandparents came from Italy and started a business in San Francisco in 1956 called A.Silvestri Company. We have a concrete factory that makes fountains, planters, benches, garden furniture , and figurines. My mom and her sister have been running it since my grandfather passed and while he was alive. I started working since I was in my mother’s womb. I love being around water and I think it is because of my exposure to water fountains. It was growing up at the shop that introduced me to art and having some freedom to be creative. It was a family business that taught me how to talk to anyone that came in top the store. I have met some memorable humans in my life from that store. It was my mom that taught me how to please our customers and cater to what they needed for their gardens. Family business can also have a dark side when jealously and greed comes out if family members are not in agreement. Look at the house of Gucci! I love my daughters Gemma and Giada who have helped me with Urban Concrete SF! They are the best helpers I have ever had! They know how to make, sell, merchandise, talk to customers, use the square card reader! I think a family business can only survive when everyone has the same amount of power and it is equal and everyone is an owner. Sometimes certain family members cam have extreme control issues and ruin it for everyone! I also do not like how a family business has me emotionally invested and my feelings get hurt! As my mom always says… “Business is Business”. So I have also learned to have thick skin!
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Since I can remember I have always been creative and innovative. It is never ending! I remember playing at the store. My Bis Nonna(Great Grandmother) from Italy was a seamstress and she used to watch us sometimes. We would go in her sewing room and she would sew on a flower made of fabric to what ever we are wearing. The customization idea was learned there. I remember loving art at my Catholic elementary school at St.Dunstans. My dad always decorated out house for Halloween extravagantly. It would take us a month to set up and he would let my sister and I implement and execute our ideas. They would shut the street down we had so many trick or treaters. In high school I loved when there was a themed dance or party and I would create unique clothes or props for it. Art was always my favorite subject. I took ceramics in high school and college. It wasn’t until I had kids that made me want to start my own business so I could watch them, have a creative outlet, and make money. It was a no brainer! SO I learned how to sew and serge. Then that lead to me create concrete items since I had to work in a garden business’ anyway. So I could make modern pieces to add to our concrete collection. Then that turned into moldmaking, casting resin, plaster, soap, concrete, and now candles! I love making things and the challenge of the learning curve, I am addicted to making things then getting feedback and selling! I love art, I live art, everything I do in my life is art. How I style my hair, makeup, the clothes’ I wear, the food I cook, the nature I love and see everyday. The inspiration I get from murals, other artists work, tips and ideas people give me it take a community! It takes my kids too. They are my most beautifully masterpieces and they are me but better. They impress me everyday and I cannot wait to see the women they become!
How about pivoting – can you share the story of a time you’ve had to pivot?
Yes I can! I helped my ex husband get through medical school. I worked and watched the kids so he could get a masters degree in Public health. Then he took pre med classes and applied to medical school. Then attend medical school for 4 years. This was all very stressful. I was always on edge if we would have to move. He got into med school in Vallejo and he commuted so I could stay close to my mom and my work which was our livelihood, Then the process of matching for residency! He desperately tried to stay in the bay area but he matched in southern California in Loma Linda. I was devastated. Now it was a dream of mine to move to Southern California but I did not know anything about Loma Linda but I knew it was in the middle of no where and a seventh day Adventist mecca. I did not want to move at all as my husband and my relationships was on the rocks for many reasons. My mom literally kicked me out and said I had to go, I was not happy but little did I know that my creativity and growth as a person and artist would thrive. It lead me to Palm Springs! I found my style as an artist and my confidence, I had to really lean on Urban Concrete and my skills to survive as I was going through a nasty divorce.
Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.
Yes I do! I learned how to sew and serge first as I mentioned earlier. Then I took a class at the crucible in Oakland for mold making. I picked my moms brain and the mold makers brain at work. A lot of trial and error. A lot of risk taking and hoping for the best. Douglas and Sturgess in San Francisco really taught me a lot. They were my mold making therapists! They helped me get into plaster, resin, plastic, and candle making too! They I really had the desire to learn how to crochet and my auntie Debbie taught me how to! Nothing has been easy. I have made a lot of mistakes but that is how I learn best!
Contact Info:
- Instagram: @urbanconcretesf