The Flame DesignZ team includes (from left) Keeley Nickelson, Apprentice/Executive Assistant; Jessi Gentile, Managing Director; Benjamin Nelson, Fabricator; Lee Corley, Director of Operations; and Andrew Martin, Fabricator.

This Archadeck outdoor living vignette in Morrison, Colorado, includes an outdoor kitchen and corner fireplace with stone finish by Alberto Arrellano of AlStone Exceptional Masonry.

Taking the reins of a manufacturing firm that works closely with the construction industry provides its own unique set of challenges, but nothing that Jessi Gentile, Managing Director of Denver-based Flame DesignZ LLC, can’t handle.

“As a predominantly female-run business in the male-dominated world of construction, it is extremely important for us to uphold our professionalism in every situation,” she says. “We have the talent, skill and knowledge base to provide expert products and processes.”

With its own custom fabrication studio, Flame DesignZ serves as a resource for custom living elements, including fire pits and fireplaces, steel log sets, fire and water features, and natural and propane gas appliances. The firm’s designers/artists can fabricate pergolas, sculptures, railings, gates, surrounds, mantels, fireplace screens, countertops, cabinet facades, metal fixtures and much more. They sell their products to builders nationally with the ability to package and safely ship to meet clients’ needs, from residential to commercial.

From the Frying Pan into the Fire

Flame DesignZ launched about four years ago, and has seen its share of ups and downs. Gentile, who has been part of the company since its start, transitioned into her management role last year. Now charged with overseeing operations, she feels the firm’s stability is augmented by its premier production of custom outdoor living features.

“Having been a part of the company from the beginning, I have a unique and in-depth understanding of all facets of the business,” she says. “So, it was an easy decision to move forward. I knew with my knowledge and background that this company had great potential to grow to levels previously not comprehended.”

One of the keys to stabilizing, as well as growing, the company has been adding talented employees. Some had been on the team before and returned, and others Gentile has recruited to come on board. Director of Operations Lee Corley—a fabricator and designer as well as a professional artist—has been commissioned to create many works of art throughout her long career. “Many of our commercial jobs, such as public spaces, for instance, are looking for art. With her years of experience with metal fabrication, Lee is a wonderful asset to our team,” Gentile says. “And, we continue to add tradesmen to our team. We just added Keeley Nickelson, who is working on our administrative side while also learning to expand her craftsman skill set under Lee.”

Niche Firm in a Big Market

While Flame DesignZ may be a niche firm, its range of projects includes both commercial and residential work. “We have an ever-evolving brick-and-mortar location that showcases examples of our work. With the custom aspect of our business, it helps to be able to make sure we are on the same page with our clients,” Gentile says.

If there is a landscape designer or architect doing the drawings for a project, it is beneficial for Flame DesignZ to work with them from the start. It gives the designers and artists the ability to look at any obstacles the project may have, take measurements and ensure that all the details are in order, Gentile says.

“We make very particular products with very finite measurements, and they must meet regulations and codes,” she adds. “We customize each element; our customers will not get something that is mass-produced, but made specifically for them. Our projects are like adding the jewelry to their space. Items like fire pits, fireplaces, decorative metal elements, outdoor kitchens—those are items that a property owner chooses to add to their space—and they want them to stand out. Our goal is to make it look flawless and operate perfectly,” she says.

Big Projects

Flame DesignZ recently completed a custom fire pit for Colorado’s Philip S. Miller Park, created by the Town of Castle Rock’s leadership as a gathering space for community members. The fire pit is 10 feet in diameter and features handmade steel logs and a custom steel cover capable of withstanding years of exposure to the weather, says Gentile.

“The Castle Rock fire pit was one of the most recent projects that we participated in from the planning stages through fruition,” she notes. “This gave us the opportunity to go above and beyond, not just to provide a functional product, but also to ensure that every step of the process was flawless.”

“By working hand in hand with clients, we use an organized process to streamline their vision into a cohesive, safe and functional product—regardless of the project size,” she continues. “From planning through completion stages, we believe we have a responsibility to our clients to keep efficiency and integrity paramount throughout the process.”

Gentile points to a recent Trammell Crow Residential multifamily project in Denver, which expanded from one initial contract for a custom fire pit to additional projects.

“Our commitment to excellence and the quality of the finished project landed us with many more distinct jobs,” she says. “We were the contractors they knew they could count on to do quality work.”

She continues, “We also worked on their clubhouse, which was designed with metal wall panels. Lee and Keeley are working on a custom cane railing for the visually impaired for the parking garage, and Lee is working on a commissioned art piece for the leasing office as well. We have built a great relationship with Trammell Crow’s management, which we hope will lead to other projects.”

Building Relationships and Fire Pits

Relationships are key to repeat business and good referrals, Gentile says. “I have been doing business with Jessi and Flame DesignZ for a few years now,” says Patrick Riley, Colorado Springs Branch Manager for CPS Distributors—the largest wholesale distributor of professional pump, irrigation and landscape supplies in Colorado. “Flame DesignZ doesn’t just do custom fire pits; they have a great design and custom-build team that could build just about anything, and meet or exceed any specification for outdoor kitchens, fire pits or pillars.” “Jessi has always handled business professionally in all aspects and does her best to make her products as perfect as my customers want them to be,” Riley says. “She recently helped design and manufacture a couple of ‘ready to finish’ round pillars that were 7 feet tall with a special mounting bracket for a large light on the top for a driveway entrance. They custom-designed these to hold some heavy rock on the outside of the pillars, along with making them easy to access the lighting fixture in case it failed.”

Gentile notes, “With a vast client list, we pride ourselves on building lasting relationships with all of our clients. We stand behind our products and uphold our high standards on all facets of the process. Our products go into environments that help our clients and/or communities make lifelong and lasting memories.”

Gentile enjoys solving problems and determining the best solutions to make sure a project fits in a space, as well as developing ideas for a wide variety of projects the firm encounters. “If there is an obstacle, we will always find a solution, whether it involves metal, wood, fire or water,” she says.

Looking Ahead

Gentile would like to do even more problem-solving in the future with additional staff and eventually an expanded space. Her goal is to take on larger-scale projects while continuing to improve the company’s processes, all while giving or encouraging team members to utilize all resources to help them continue to grow their skill sets. She would also like to make the company’s standard products readily available for residential clients on a retail website. “We also want to provide training seminars for the community to help them understand the field of metal fabrication,” she says. “There are a number of metal fabricators retiring in the next two to three years and there are not enough skilled workers to replace them. We want to keep this trade alive by exposing people to what it is and introducing people to a possible career in metal fabrication.”

“It would also be exciting to get more women involved in this industry. I love to see women in the industry,” Gentile says. “Ultimately, we strive for nothing short of perfection. Once a project is in place, we constantly refine our processes—from the paperwork to the quality checks—to help achieve our clients’ dreams.”