At 85, an age when it’s more common to reflect on one’s life than to embark on new projects, Joe Panzera makes a surprising confession: “I haven’t learned enough yet, and I still have a lot to accomplish professionally! I have many more goals for Ciot, and my passion and expertise can help us achieve them.” The impact of this philosophy becomes clear when looking at how the company has evolved since he took the helm in 1967. A simple customer at the time, he purchased terrazzo steps from Ciot as the owner of a hard surface installation company.
THINKING OUTSIDE THE BOX
Under Joe’s leadership, Ciot became a leading player in natural stone, tiles, and luxury design. Innovative and bold, he introduced materials such as marble, quartz, mosaics, wood, and high-end accessories, all centred around two core principles: beauty and sustainability.
“In the past,” he recalls, “access to specialized products was very limited. The main flooring was terrazzo, for which Ciot was already known. However, very few products such as ceramic tiles or natural stone were available in Quebec. Consequently, in 1968, we were among the first to import them for bathrooms and kitchen floors.” From a business perspective, this decision allowed Ciot to differentiate itself and propel its growth, in addition to building a loyal customer base, primarily composed of European immigrants who were already familiar with these materials.
Another of Joe’s key initiatives was to make Ciot a onestop shop for interior design, for example, by adding plumbing fixtures. “My goal was to offer everything that could be needed for residential projects. However, I took the time to integrate these new categories properly and ensure that we could best advise customers based on in-depth knowledge of each product.”
CONTAGIOUS PASSION
In addition to striving for excellence, Joe brings passion to the table and he likes to recognize it in his colleagues and employees, many of whom have worked at Ciot for several decades. Kristina Panzera (Joe’s daughter and vice-president of marketing) confirms that it’s a common denominator. “Our employees are committed to Ciot’s success. However, it’s not just a job for them, because, in his own way, my father passed on his passion to our partners and suppliers. As a result, they feel like they are part of our family.”
“You have to be passionate about your work,” Joe adds. “Everything I do, I do with passion, whether it’s cooking or working in the office. That’s what still motivates me to take on so many things at my age. When I commit to a project, I give it my all. I believe this passion has greatly contributed to my success. I love my job and I look forward to getting up every morning to go to work!” His wife, Margaret (vice-president of Ciot and daughter of the founder Giovanni Battista Ciot), notes that her husband’s passion for natural stone still leads him to visit quarries for research purposes. “That’s where it all started,” he says. “Seeing the raw material in the quarry and imagining how it will look in a finished space is a gift I’ve developed, but also an innate one.” Nothing is more rewarding than finding myself in the heart of these majestic mountains, and then examining the matter shaped by nature over millions of years.
A revealing episode: To best serve a client who wanted to clad his 2,300-square-metre house in marble, Joe travelled with his client to Carrara, Italy, to climb into the mountains and select the natural stone.
AN INFALLIBLE FLAIR
In an era where many business people like to share the secret of their success on various platforms, Joe plays the modesty card, admitting that part of his success is attributable to… luck! “I’m an entrepreneur at heart, and my vision is guided by my instinct. Furthermore, I can count on a team that supports me in the field and attends trade shows to grasp market trends. I’m also ready to take risks and test innovative products.”
Over time, this penchant for innovation has manifested itself in various forms. For example, upon taking the helm at Ciot, Joe established one of the most modern manufacturing facilities in Montréal. He outfitted it with the most advanced equipment of the time, in addition to bringing together experienced and renowned operators and installers. The brand was then able to offer turnkey solutions, allowing it to control quality from material sourcing to the final product. This approach remains central to the company’s philosophy 75 years after its founding.
CHERISHING THE COMPANY’S GOOD REPUTATION
Another major asset: Close relationships with suppliers. “Close collaboration allows us to guarantee that their materials meet our requirements. When clients are looking for recognized expertise, they turn to Ciot because of our excellent reputation for product knowledge.” This esteem, both within the industry and with the general public, also stems from certain strategic decisions. “We sometimes accept contracts that aren’t very lucrative, but which provide us with excellent exposure and demonstrate our expertise.”
Invited to comment on Ciot’s impressive longevity, Joe proved once again that his entrepreneurial spirit never rests. “When I take the time to reflect on it, I’m proud of this achievement,” he confided. “Building one of the largest Canadian companies in our industry gives me great satisfaction and a sense of accomplishment. However, on a daily basis, I only see what needs improvement, and I’m constantly meeting with management to achieve better results. I won’t lie; I often prefer coming to the office to going golfing.”
Cover photo : Joe Panzera, CEO of Ciot.
