PHOTOS BY KATELYN ROSE PHOTOGRAPHY

After moving into a new home in Sewickley, Jennifer Pflug yearned for nature-inspired decor that brought out the “magical elements of Earth” — but she kept ending up unsuccessful.

“I just couldn’t find anything that was substantial enough, that felt unique, that felt like a chunk of nature in my home,” Pflug says. “Everything felt mass produced.”

After running into countless dead ends (and receiving poor customer service, she says), Pflug discovered a bespoke company that would grant her wishes. She also fell in love with the process of fabricating a piece of her own design, a side table with knife-edge detailing and a thick base made out of Colorado Calacatta; this would go on to be known as the Cristina Side Table — and jumpstart Pflug’s business.

Pflug has since launched Altina Stone, an online destination for handcrafted, natural-stone furniture.

“It started off as just a hobby and a natural interest,” Pflug says. “The design trends right now that are leaning toward organic modernism and natural materials have turned into quite a growing business.”

Although the custom line soft launched in April 2023, Pflug opened a retail site in January for an easier buying experience. Prior to that, Pflug was operating all of her sales from Altina’s Instagram page, which she says required constant back-and-forth inquiries to acquire information.

The new website offers two services: buyers may choose from the signature collection, which contains five key table designs, or the bespoke boutique, which offers clients the chance to customize their own furniture.

“A key goal for me is to create a business that gives people something they love and can make people happy,” Pflug says.

Each piece is handcrafted by skilled artisans employed by Pflug, who create each piece on the site to be uniquely its own. To obtain the natural look, stones such as marble, travertine and onyx are used throughout the process.

When creating her business, Pflug says she wanted each piece to be not just furniture that could be thrown away after time, but a lifelong investment.

“It’s meant to bring peace into your living space, and it’s meant to be a family heirloom,” Pflug says. “This will last for generations and generations if you take care of it.”

Pflug dedicated the brand to her two daughters, Alessandra and Cristina, who are also the inspiration for the brand’s namesake pieces.

“I want them to see a strong, working mother, who is an entrepreneur and a business owner, stepping into what’s typically a man’s world, and holding her own and being successful,” Pflug says. “I want them to know that if I can do this, they can do it, too.”

The girls help their mother look over and process orders, and they also suggest ideas for designs. This helps them to learn skills that might not be taught in school, Pflug says.

Pflug says her other goal is to have people experience functional art shaped by nature’s beauty and God’s craftsmanship, a principle that guides her business.

“As a business owner, if your goal is just to make money then you’re never going to be successful, and it will always feel like a job,” Pflug says. “When you can dig down and find a deeper purpose, I think that’s where success really comes.”