At a Glance

Stone & Spear is a tallow-based 100% natural skincare, makeup, & haircare brand that offers high-quality products that are safe for your body.

Who is Asher Adelman?

Asher Adelman is the Founder of Stone & Spear.

About Stone & Spear

For Asher, the idea for Stone & Spear came about when he started hearing about tallow soaps and tried them out for himself. As someone who had struggled with dry skin for years and tried just about everything, finding out that tallow soap actually cured the problem was amazing. Even more, he had already been on a carnivore diet for several years, which meant that he had a great deal of tallow himself already stocked.

Some of it he ate and cooked with, but there was far too much for him to get through it all on his own. Realizing just how great the tallow soap he purchased from others worked out for him, however, he decided to try his hand at making it himself.

Through trial and error and checking out YouTube tutorials and more, he was able to turn 50 pounds of beef tallow in his freezer into 400 bars of soap. Which created an entirely new problem. He now had to find something to do with the soap. After all, there was no way he was going to use that much soap on his own.

Posting that first batch of soap on a website four years ago was the start of it all.

Asher’s Journey

The team at Stone & Spear consists of  12people handling everything. From sourcing ingredients to making the products to storing the inventory and fulfilling orders it’s all done in-house with that core team.

Now, they do have some remote members, but the majority of the work is all about keeping it close.

The most important thing with those team members though, is making sure that they get the training they need and then you get out of their way. Be there if they have questions or need guidance, but let them develop their skill set and utilize their knowledge, experience, and judgement. And that will make sure they don’t feel micromanaged and don’t feel afraid to make decisions.

Business Growth and Revenue Strategies

For Asher, a normal day looks like Zoom calls in the morning, working from home and in the afternoon, he’ll head into the office to make sure that things are going well. He can check in, work on some product formulations and take care of any problems that might arise.

But if he had a little extra time in the week? Well, he’d love to spend more time on marketing, advertising and just plain cranking our more creative content and more work in general.

Keeping Customers Coming Back

With a personal care brand like Stone & Spear, it’s easier to get people to come back, because the products being sold are products that customers use every day. And that means they’re setting up recurring orders and subscriptions. For Stone & Spear, that’s a major part of their business and in order to make it happen, it’s all about treating the customer right.

Stone & Spear’s CX Philosophy 

From the very beginning, Asher has focused on giving customers an amazing experience, because he believes it’s always important. It’s even more important when you’re a brand-new company that’s just getting started and no one knows you.

That means Stone & Spear started with a generous refund and customer satisfaction policy. If a customer didn’t like the product for any reason at all, they could get a refund or an exchange. Even today that policy is still a big part of how Stone & Spear looks out for their customers.

To Asher, the key is going above and beyond what the customer is expecting. That includes covering the cost of replacing products that are lost or damaged in shipping and of course, making sure that customers feel important and like they’re actually cared about.

Innovation and Adaptability

What about innovating in this space? For Asher, he believes that the customers drive the innovation. They ask for specific products or talk about different types of products and let the company know what direction they should be moving in.

In deciding whether those new ideas are a good fit for Stone & Spear, the company does their own research and makes sure that they can create the products customers want while sticking to their own principles. That means making everything with all-natural ingredients, no synthetics at all. That’s because they want to create products they can be proud of and that will be safe and high-quality for the customer.

As of right now they have around 60-70 products that include skin care, personal care, hair care, makeup, fragrance, and more. And listening to customers has helped them to get there.

Setting Goals for the Future

While Stone & Spear has mostly been focused on D2C marketing and sales at this point, they are now looking at new options because companies are actually reaching out to them. Retailers and wholesalers alike are looking at Stone & Spear and are interested in working together and carrying the products.

Asher is open to the idea and is definitely looking to get more proactive about locating his own retailers and retail chains to sell the products they create. And coming soon is their line on Amazon and a TikTok Shop that will help them reach out to even more people.

Helping the Next Generation

What would Asher say to entrepreneurs who are looking to launch their own brand or product? He would tell them not to worry about things being too perfect or too fancy. If you have a good product that you like yourself, there are going to be other people who like it too.

Start simple and just get out there and start to grow. Don’t worry about perfection and having the perfect images even. Asher’s own photos on the website were ones he took himself of the product using his personal cell phone. So, perfection isn’t the goal. It’s just getting out there.

If you have good products, people are going to buy, they’re going to tell their friends, and they’re going to keep using the products.

Be open to learning, enjoy the journey, be receptive to learning new things.