May 27, 2005 -- American Clay Earth Plaster, the natural finish for interior walls and ceilings, is proud to showcase the premiere U.S.-based clay plaster instructional video at the PCBC/2005, May 31-June 3, 2005, at Moscone Center in San Francisco, Booth #5221. The video is produced by American Clay who last year won the Outstanding New Green Product Award from National Association of Home Builders. Well-known for its elegant look and environmentally-conscious features – non-toxic, hypoallergenic, low inherent energy, and low waste – American Clay finishes are easy to use and are available in over 30 colors. The video offers both professionals and do-it-yourself home improvers a personal tour of the effortless artistry of American Clay.
“ Since last year’s visit to PCBC, we have had a fun and creative year: developing 20 new colors, adding many dealers and distributors, and producing a beautiful instructional vide... ”
Thirteen minutes in duration and available in both VHS and DVD formats, the video will be shown continuously at the American Clay booth. Highlighting earth plaster’s natural beauty as well as its simple application, the video includes several shots of completed installations interspersed with a step-by-step demonstration of plastering techniques. Outside preparation, mixing, first and second coat applications are clearly and concisely explained in individual chapters. Sections on spraying and final surfacing provide useful tips such as how to avoid cracks and quickly cover large areas. The video is available directly through American Clay (VHS/$10.00, DVD/$12.50).
As is shown, American Clay products are applied much like a conventional plaster finish, but with none of the intrinsic problems of gypsum or cementitious plasters. There is no off-gassing or inherent waste on-site. Moreover, the plaster is non-flammable, gives additional masonry mass in rooms, resists mold growth, absorbs sound, breathes with temperature and humidity, and is easily repairable.
American Clay – The Original Earth Plaster – presently comes in two formulations: the original Loma and the even smoother Porcelina – a formulation which provides a polished, more Venetian-like veneer. It is a unique combination of clays, aggregates and natural pigments that offers builders and consumers a natural and elegant option.
“Since last year’s visit to PCBC, we have had a fun and creative year: developing 20 new colors, adding many dealers and distributors, and producing a beautiful instructional video. Our sales grew 200% last year, and we have much on the planning table for this year. Our video is providing more people with the ability to apply our delicious plaster. We love the PCBC show: it’s incredibly well thought out and attended and it has brought us great measurable results. The attendees are really focused on finding new and inventive products—as well as going out and using them in their projects,” says Marketing Director/Co-Founder Carol Baumgartel.
About American Clay Enterprises
Loma is the original formulation which has the characteristics of traditional plaster. The surface texture can vary by using different finishing techniques: a tile sponge helps achieve a ‘sanded’ finish (ala suede), a stainless steel swimming pool trowel offers a smooth – but somewhat textured – surface, and a coarse black sand added to the Loma can produce an almost ‘stone-like’ quality.
Porcelina is the newer Venetian-like, super-smooth produce that gives a satin – almost texture-free – surface. Prized by Artisans for centuries, the smooth surface can be reminiscent of fine marble. Troweled over a basecoat of Loma, Porcelina is a layer of less than 1/32nd of an inch. It can be worked with several colors to produce the mottled, Venetian plaster of Mediterranean and Italian villas.
American Clay has also added to their offerings this year:
• American Clay Primer – specially formulated to maintain the breathability of the surface, reducing the possibility of mold build-up;
• American Clay Sealers, both clear and gloss;
• American Clay Add-Mix – an addition to their Loma and Porcelina formulations that prepares the Earth Plaster for high-traffic areas or commercial applications; and
• Hida Trowels – a wide variety of Japanese Trowels that are specially designed for working with clay plaster.
American Clay Enterprises, Inc., is based in Albuquerque, NM, and its product is patent pending. The company offers workshops at its New Mexico locations, and the product is available through their office or through one of the growing number of retailers and distributors across the U.S. Their website, www.americanclay.com, offers information on ordering, technical specifications, product application and additional resources and links.
