Caesarstone, a Van Nuys company that makes quartz countertops, is getting more attention since it put television reality star Jeff Lewis on its advertisements. The company partnered with the star of Bravo’s hit docu-series “Flipping Out” and the new series “Interior Therapy” last month to expand its product line and polish its marketing and advertising strategies. Already, the company is attracting more buzz to its products, said Mitch Sebolsky, Caesarstone’s marketing manager. “We have received a lot more coverage in broadcast and offline, and there has definitely been an increase in communication with our name in the social media area,” Sebolsky said. Lewis, who has designed more than 100 high-profile homes, will bring his expertise to Caesarstone by developing new surface colors. He’ll also appear in company advertising campaigns. “It would only be natural for him to promote our product,” given his design background and popularity, said Maggie Amir, Caesarstone’s brand manager. Many companies partner with celebrities to help brand and market their products, but the strategy can backfire, said Jerri Hemsworth, founder of Newman Grace, Inc., a marketing communications and brand specialist firm based in Woodland Hills. “If he (Lewis) loses favor, it could be detrimental to the brand,” Hemsworth said. If Caesarstone carefully manages the partnership, the benefit of having a celebrity like Lewis represent the company could outweigh the potential risk, Hemsworth said. “It could be a tremendous asset and a great opportunity when they partner with someone who has such vision and exposure,” she said. Lewis began an informal working relationship with Caesarstone last year. He selected Caesarstone’s Pure White surface in his House Beautiful magazine “Kitchen of the Year” design project showcased in New York’s Rockefeller Center. And he chose the company as the exclusive quartz surface used in his design projects. “In my experience as a speculator and designer, Caesarstone is the premier quartz surface provider,” Lewis said, in a written statement. “The opportunity to expand the line and develop new colors is a creative challenge I look forward to.” Caesarstone’s relationship with Lewis is different than corporate marketing agreements other companies have with celebrities, said Sebolsky. “Our approach came from somewhere else,” he said, referring to the fact that Lewis was recommending Caesarstone projects before the company formally struck a branding and advertising deal with him. While Lewis brings a new edge to Caesarstone, he is not the only way the company plans to promote and brand its product, Sebolsky said. For example, Caesarstone recently launched a 30-second commercial on HGTV. The company is also developing online advertisements, making event appearances and sponsoring various associations. Founded in 1987, Caesarstone has divisions in Los Angeles, San Francisco, Seattle, Denver, Dallas, St. Louis, Atlanta and New York.