Wednesday, December 29, 2010

Instone invites you to attend their “Instone Masonry Training and Vendor Day,” a training and discussion-based learning opportunity featuring installation demonstrations, product training seminars, and a guest speaker from the Masonry Veneer Manufacturers Association (MVMA). Issues currently surrounding the masonry industry will be presented, including a total, on-the-wall installation solution, immediate measures to protect the industry from the negative impact of faulty installations, and the importance of delivering consistent installation instructions. Information on the latest products from manufacturers such as Owens Corning Cultured Stone®, FireRock, Stone Transitions™, Spider Lath, Keene™, Semco, and AMICO will also be offered.

“Instone Masonry and Vendor Day” will be held on Tuesday, February 1st, 2011, from 10 a.m. to 3 p.m. at the Hilton Garden Inn of Hamilton, 800 Route 130 in Hamilton, NJ. Masons, contractors, builders, the architectural community, and others working with masonry veneers are encouraged to take advantage of this information-packed learning opportunity to keep abreast of recent industry changes and installation guideline modifications.

Instone, a reputable resource for manufactured and natural stone veneer products and accessories, remains committed to providing customers with knowledge and products that conform to the highest current and future industry standards. Representing the manufacturers and suppliers of stone and brick veneer products since its inception in 2006, the MVMA aims to advance the industry through proactive technical, advocacy and awareness efforts. The organization provides up-to-date guidelines of the generally accepted masonry veneer installation methods and details in order to discourage faulty installations.

There is no cost to attend the event, which includes lunch, door prizes, and participation gifts; however, advanced registration is required before January 25, 2011. Registration forms are available on Instone’s website, (choose “Mid-Atlantic and Northeast” on the home page, then click on the event’s icon). For more information or to receive a registration form via regular mail, please contact Cathy Williams at Instone, 888-467-8250 or

Monday, December 20, 2010

  • Instone invites you to attend an important day of training and discussion on issues surrounding the masonry industry today;
    • The new MVMA installation guide lines and how it will impact your business.
    • A total on the wall installation solution.
    • What measures to take now to protect the industry from the negative fallout
    surrounding faulty installations
    • Importance of delivering the same message of the new installation instructions

    information on the latest new product from:
    • Owens Corning Cultured Stone® • FireRock
    • StoneTransitions™ • Spider Lath
    • Keene™ • Semco

    The event will include:
    • Installation demonstration / Product training seminars
    • Guest Speaker from the MVMA
    • Lunch
    • Door prizes & participation gifts
    We encourage you to bring your employees, masons and contractors to this very important event. Architectural community welcomed

    Instone Masonry Training & Vendor Day
    • Tuesday February 1st 2011
    • 10 am to 3 pm
    Hilton Garden Inn
    800 Route 130 South Hamilton, NJ

    There is no cost to attend but registration is required. Please fill out the registration form found on the back of this flyer and return no later than 1/25/2010. For more information please contact Cathy Williams 888-467-8250

    *Special rates have been secured at Hilton Garden Inn Hamilton NJ 609-585-6789 please contact direct to book accommodations

Friday, November 12, 2010

Changes to the MVMA guidelines raises questions about the use of Spider Lath. Here are some answers when using Spider Lath in place of metal lath:

For starters, I typically refer people to the Masonry Veneer Manufacturers Association(MVMA) Guidelines as a starting point. MVMA is made up of the leading manufacturers and other professionals in the industry.
You can find their guidelines at It is important to recognize that installing Adhered Concrete Masonry Veneer on ICF’s is outside of the scope of the MVMA guidelines. Before you start, you want to make sure that the lath is pulled tight.

Some installers use a 3 or 4 foot 2x with nails that is used as a stretcher (see attached photo). MVMA calls for ½” nominal scratch coat, where the lath is fully embedded (1/4” behind and ¼” in front of the lath) – this is required whether you are using self-furring metal lath, flat metal lath with furring strips or fiberglass lath with furring strips.

Most installers aren’t aware of this requirement and also don’t typically apply this thick of a scratch coat. We have found it easier when you apply the mortar up the wall first and then across the wall (to push the mortar behind this fiberglass). It is certainly a bit different than metal, but it works pretty well and most importantly it ensures you are getting a full 1/4” behind the lath. After spreading about a 10sft area, come back and apply another coat – ensuring the full ½” that the MVMA calls for. Once thumbprint hard, scratch with scarifier.

Letting the scratch coat set up will provide a very rigid surface to apply thin veneer to. In regards to installing thin veneer over ICF. There are a few manufacturers of thin veneer who give recommendations on how to install over ICF.
I would suggest obtaining this information from the ICF manufacturer as typically you would need to tie in to the metal or plastic flange that typically runs from the top of the form to the bottom.
I’ve spoken to a couple of ICF manufacturers and they recommend that you attach lath with screws and some sort of washer (head) 6” on center. I think the important point is that we should all take some time to read the MVMA guidelines. There are a lot of enhancements that help us build better walls.

Monday, October 25, 2010

Sign up for the Select Installer Program FREE

Mason's : Apply to become a Select Installer, Get benefits & support FREE.

Instone’s Select Installer program benefits 2011
Direct lead referral
Free website
Email marketing service
Marketing Consulting
Sponsorship to shows
Design software
Sales book/presentation
Select Installer kit : Job Signs
Crew hats & T-shirts
Post Card mailers
Door hangers

Looking ahead for 2011 we would like to hear from you and find out what really matters to you, what we can do to improve our Select Installers Program and what you’d like to have to assist you with marketing your business. Contact Instone today for an application.

Monday, October 18, 2010

Jobsite deliveries now available From Instone

Moffett Truck Deliveries
Now Instone can delivery right to a jobsite, drop ship your orders to any location needed. Get Cultured Stone, Semco natural stone, or any masonry products delivered direct to the site. Have multiple locations? Instone will drop ship your orders to all your locations. We make doing business easy.

Tuesday, September 14, 2010

Introduces SpiderLath, the future of lath.
Instone brings you another high quality, innovated masonry product that will increase your masonry market share. To learn more and for a sample call Instone today 888-467-8250 or email

Easier to handle
Weighing in at only 22 LBS per roll and 4’ x 75’, 300 sq ft. Each Spiderlath roll is comparable to 18 pieces of metal lath.
Easy to cut
SpiderLath cuts with a blade, knife or scissor.
Eliminate the painful cuts from the razor sharp edges of metal lath.

Cleaner Healthier Wall System using Spiderlath.
Attaching conventional metal lath will create thousands of tear holes in the vapor barrier, with Spiderlath 1/4 nailing strip seals around the fastener holes sealing moister penetration reducing mold and mildew.

Corrosion Free No Rust

Code Approved ICC-ES AC 275

Backed by a 50 Year Warranty

Monday, September 13, 2010


The Masonry Veneer Manufacturers Association (MVMA) was organized and officially began operation in April 2006. MVMA represents manufacturers and suppliers of manufactured stone and brick veneer products.

The mission of the organization is:
"To advance the growth of the manufactured masonry veneer products industry through proactive technical, advocacy, and awareness efforts."

Instone is committed to making sure that we provide you with the knowledge and products to conform to current standards as well as possible future standards. MVMA recently made some changes to their guidelines relating to the installation of Cultured Stone®, ProStone® and other Thin Masonry Veneer products.

2-Layers of Weather Resistant Barrier
· 2 separate layers #15 felt (ASTM D226 No. 15, Type 1)
· 2 separate layers Grade D paper (ICC-ES Acceptance Criteria AC38
· 1 layer house wrap (ICC-ES Acceptance Criteria AC38 ) and 1 layer Grade D paper (ICC-ES Acceptance Criteria AC38), or #15 felt ASTM D226 No. 15, Type 1)

NOTE: One layer of paper backed lath meeting the requirements of Grade D paper may qualify for one layer of WRB

2.5 lb or 3.4 lb self-furred corrosion resistant lath (ASTM C847)
· Lath MUST be self-furred. This is an important change as self furred metal lath allows for better mortar embedment, enabling ¼" mortar behind the lath and ¼" mortar in front of the lath - completely encompassing the lath with mortar.

Alternative lath acceptable with Evaluation Entity evaluation acceptance report showing compliance to ICC-AC275
· Fiberglass lath is an acceptable alternative lath as it is compliant to ICC-ES Acceptance Criteria AC275

Weep Screed Systems
· For framed construction, corrosion resistant weep screed is required at the base of thin veneer installation.

To see the full guideline, click here

Coming soon from Instone
The future of Lath

Lightweight roll weighs 20 pounds (roll size 4' x 75' 300 sq ft roll) a roll is equivalent to 18 pieces of metal lath that weighs 90 pounds.
Big labor savings, up to 50% faster installation versus installing metal lath. As soon as you start attaching SpiderLath to the wall it's already going up twice as fast, since it's a 4' high roll versus a 28 inch high piece of metal lath.
Versatile and strong enough to use with heavy weight products such as three coat stucco and natural stone veneer and can handle up to 15 pounds per sq ft.

Monday, August 16, 2010

Myles F Kelly now the authorized Dealer for Versetta Stone™

Myles F Kelly is now the Authorized Dealer for Versetta Stone™ for the tri-state area.

Instone wholesale distributor of Owens Corning Cultured Stone®, ProStone® and natural stone veneer have given Myles F Kelly an exclusive dealership for Versetta Stone™.

Versetta Stone™ is an perfect fit for the Myles F Kelly customers who are primarily made up of Remodelers. Because of the ease of installation of Versetta Stone ™ re-modelers can now offer home owners the upgrade of a stone facade while they install siding.

Versetta Stone™ installs like siding, can be completed in the same amount of time as a siding job and is a perfect accent when adding new siding to a home.

Versetta Stone™ makes stone installation stress and mess free. Most projects can be installed in a day which makes Versetta Stone™ ideal for interior projects. Because the ease of installation of Versetta Stone™, there is minimal down time and won't disrupt your living space. Go ahead and add that stone accent wall or re-face your old fireplace, You can with Versetta Stone™!

To learn more about Versetta Stone™ visit

Instone wholesale distributor of Owens Corning Cultured Stone®, ProStone® and natural stone veneer

Serving the east coast form Maine to Virgina and the Midwest visit to learn about our extended product lines

Thursday, June 24, 2010

April 22, 2010 – Owens Corning (NYSE: OC) today introduced Versetta Stone™, the company’s newest line of manufactured stone veneer. Versetta Stone is a non-structural, masonry wall cladding that installs in as little as one day with the ease of a siding product—no mortar required. Versetta Stone panels can significantly expand the business of remodelers and siding contractors by giving them a new option to help homeowners achieve a beautiful stone finish, indoors and out, in as little as one day. Mechanical fasteners enable quick installation in any weather. Versetta Stone panels are easily installed with a nail gun or screws, eliminating the need for mortar. Available in six natural texture/color options, Versetta Stone panels come with a complementary line of accessories to finish the look. “Remodelers are always looking to differentiate, and Versetta Stone panels are a beautiful option that can quickly and dramatically transform homes—and businesses—in a single day,” said Bill LeBaron, vice president and general manager of Owens Corning Masonry Products. “Owens Corning is a leader in manufactured stone veneers because we bring beauty, reliability and sustainability to this category. Versetta Stone panelized stone represents an extension of this leadership position.” Homeowners will enjoy the immediate enhanced curb appeal from the look of stone, which has proven to add to the perceived value of homes during the selling process. In addition, homeowners can feel confident in their selection of Owens Corning™ Versetta Stone panelized stone veneer as it comes with an industry leading 50-year limited warranty, including one-time transferability, and is made with a minimum 50 percent validated recycled content[i][1] – the highest third party validation of recycled content for manufactured stone products. For builders and designers, Versetta Stone panels have been approved under the National Association of Home Builders (NAHB) Research Center Green Approved Products seal of approval. The Green Approved mark indicates third-party documentation and approval by the NAHB Research Center that a building product contributes to compliance of specific green practices and can earn points towards the National Green Building Standard.Owens Corning is initially offering Versetta Stone panels in a limited distribution in the east coast. To learn more about Versetta Stone™ panels visit or call 1-800-GET-PINK®. About Owens CorningOwens Corning (NYSE: OC) is a leading global producer of residential and commercial building materials, glass-fiber reinforcements and engineered materials for composite systems. A Fortune 500 Company for 55 consecutive years, Owens Corning is committed to driving sustainability by delivering solutions, transforming markets and enhancing lives. Founded in 1938, Owens Corning is a market-leading innovator of glass-fiber technology with sales of $4.8 billion in 2009 and about 16,000 employees in 28 countries on five continents. Additional information is available at

Tuesday, March 9, 2010

Free Website to select installers

A big part of getting leads is to properly market your business. In order to get found by more potential business it is imperative to get online with a website. Our goal at Instone is to get every Select Installer online in 2010. We are now offering a free website and an email address. You must Contact me as soon as possible, we cannot extend this offer past April 15, 2010.

Cathy Williams – Marketing Manager
p-888-467-8250, f-609-208-2551

Monday, March 8, 2010

Instone expands into the Midwest

Instone expands into Midwest market – becoming one of the largest US distributors of masonry products…
Instone moves into the Midwest market place with the acquisition of Hearth and Home Technologies building materials division, making Instone one of the largest masonry wholesale distributors covering the Mid-Atlantic, Northeast and the Midwest United States.
Alsip, Ill , February 23, 2010: Instone, a New Jersey based company who is one of the largest wholesale distributor of Owens Corning Cultured Stone® in the United States, distributing from Maine to Virginia, now moves into the Midwest market with the acquisition of the Hearth & Home Technologies Alsip building materials distribution center. When Hearth & Home Technologies became available for sale, Gordon Strout President and CEO of Instone saw the opportunity as vital to the continued growth of the company. “In spite of the sluggish economy this was an opportunity to position ourselves in a market place with huge growth potential” said Strout. “We may never see housing starts as in 2006 but we are confident that the market is returning to a level that will allow for growth opportunity and being in this region is how we plan on accomplish this” remarks Strout.
This as an opportunity for Intone to move into the mid-west market and looks to duplicate the success it has seen in the east.. Owens Corning Cultured® Stone Division supports the acquisition and the entrance into this new market by Instone. “We have a strong platform to build off of, our staff out of Chicago has built a wonderful masonry distribution business over the past 25 years with Cultured Stone® and other key suppliers. We look forward to the opportunity to build upon this heritage.”
Heading up the Instone Midwest Region will be Kevin Grotke. Kevin joins Instone after spending the past 10 years at Owens Corning in various Operational, Sales and Marketing roles for the Cultured Stone® business. Kevin looks to build upon the strong relationship between the dealers in this market, Owens Corning and other strategic suppliers for success.
Instone is Headquartered in Millstone Township NJ for more information on Instone Please visit or please contact Cathy Williams Marketing Manager of Instone 888-467-8250

Tuesday, January 5, 2010

Selling Stone in 2010

Hey Masons-

Looks like 2010 will be another tough road but you can't hide under a rock till its over. What can we do? Take advantage of every opportunity, relationship, free service, and leave no stone unturned (LOL).

Here are some tips that had been given to me years ago when I started my first business.

I was advise to tell everyone who will listen about my business. That’s because everyone knows at least 6 people that might need your product or services. So the next time you go to a party, little league game, or sit in a waiting room start blabbing about what you do. You never know who is listening.

2. Carry business cards - there is no excuse not to always have them on you. Freely give them out, Business cards are cheap and easy to make on any home computer. The best investment you will make.

3. Collect contact information from everyone you meet- This is a great way to build a marketing list. Reach out to them again via phone , email or mail. Think future! When they or someone they know is ready you will be fresh in their minds because you stayed in front of them with your message and sales pitch.

4. Give referrals to get referrals: Like many of the organized business networking associations promote, you can do the same thing among the people that you already give/do business: like your landscaper, plumber, electrician, web designer, car mechanic, hair dresser, and others. Let them know that you are happy to refer them to others and you'd appreciate them doing the same even. It shouldn't matter if you did not actually provide a service or product to them. I'm sure they would gladly accommodate. Make sure that they have your business card or a flyer to give out too.

5. There is no better new customer than a previous one. The easiest way to get new business is to revisit happy customers. Give them a call, see if you can be of service; ask if they know anyone one that they can refer. Offer a referal gift for every closed lead.

Please visit the Instone website to learn about our product lines, request Catalogs, or to find out how to become a dealer or select installer.