Deborah Stone knows the meaning of family business. After making a name for herself with her eponymous spa in the 1990s, the skincare maven hired her parents to help run the successful business. So it’s no surprise that now, as the principal of Stone Hollow Farmstead, Deborah would partner with her daughter Alex to launch the farm’s urban outpost Farmstand by Stone Hollow and their home-grown skincare line Botanikō. The duo chatted with Create Birmingham this week about how their farming background and mother-daughter dynamic contribute to their successful business model.
The two of you describe yourselves as “farm girls,” but you have clearly put a considerable amount of work into keeping your branding for both Farmstand and Botanikō design-focused and elegantly elevated. How did farm life prepare you for the challenges of starting your own businesses?
Deborah: I grew up on a farm, and those early experiences shaped who I am. But I also remember being 16 years old, reading Vogue, and feeling inspired to celebrate the female spirit and chase my dreams. Over the course of my career, I certainly feel like I have come full circle and have found the balance between those seemingly separate worlds.
Farm life prepared me for so much. I never worried about providing for my family. I knew that I could always produce what I needed. On a farm, you are only limited by your physical abilities. It was a playground for my children, but I also feel like it instilled in them an entrepreneurial spirit because they experienced those limitless opportunities of growing what they wanted.
Alex: Working on a farm absolutely teaches you to be prepared for the unexpected. You have to make shifts because you can’t always control the conditions. That’s true for life. You’re always learning, cultivating, starting over. It’s like I grew up in a start up.
It’s clear that you two have a special relationship. Mothers and daughters can butt heads, even when they aren’t business partners. What makes your dynamic work?
Deborah: Alex and I are good at balancing each other out. She is much more detail-oriented than I am, and that can be annoying at times! I’m a big-picture person, and I want to dream. She’s always asking those pesky questions like, “Where are we going to do that? How long is that going to take? What do we need to accomplish that?”
Alex, how has your mom inspired you and shaped your own career?