I recently spoke with a client who came into the showroom with a particular, yet common request. They were renovating a beautiful apartment in the city, but had hit a stumbling block: there was no chimney. “We need a fake fireplace,” they told me, sounding almost apologetic. “We want the beauty of a flame, but we don’t want the mess or the impossibility of installing a flue.”
The problem was the word “fake.” I often find that when customers use this term, they are fearful they will have to settle for something plastic and unconvincing. I had to stop them right there. I explained that in the modern market, they weren’t looking for something fake at all – they were looking for an engineering solution that fits modern living.
We started by looking at the electric fireplace options. For many of our clients, this is the go-to solution. I showed them how our electric models offer complete control; you can have the visual ambience of a fire without the heat, which is perfect for well-insulated modern homes. They liked the idea that it was safe for their children and required nothing more complex than a plug socket. However, I could tell they were still hesitating. They wanted that primal connection to a real fire.
That was when I introduced them to the bioethanol fireplace. This is often the moment a client’s eyes light up. I explained that while they had been searching for “fake,” what they actually wanted was a flueless fire with a genuine flame.
I showed them how a bioethanol fireplace burns plant-based fuel to create a real, living flame—no smoke, no chimney, and no gas line required. It is a concept that requires some explanation, as many people don’t realise it is an option. Once they understood that they could have the crackle and warmth of a real fire without the structural headache, the decision became much easier.
We also touched on the idea of a purely decorative surround—creating a focal point without any heat at all—but like most of the homeowners I speak to, they wanted the fireplace to feel “alive.”
In the end, it came down to a choice of experience. Did they want the absolute convenience of an electric fireplace, or the authenticity of a bioethanol fireplace? After seeing the bioethanol flame dancing in one of our stone surrounds, they were convinced. They didn’t go with a fake fireplace; they chose a sophisticated, chimneyless solution that made a statement in their room.
It just goes to show that while the search term might be “fake” or “artificial”, the result should always be of genuine quality. Whether you choose an electric or bioethanol fireplace, the fireplace remains the heart of the home, and it’s my job to ensure you find the one that fits perfectly.