We had the good fortune of connecting with Sandra Erdtmann and we’ve shared our conversation below.

Hi Sandra, we’d love to hear more about how you thought about starting your own business?
My partner and I have each run our own businesses throughout our careers—but this venture grew from a very different place. What started with a few walks on the beach, a shared passion for nature, and a spark of innovative tech quickly blossomed into something more meaningful. Together, we’ve created elegant nature-inspired products designed to promote kindness and spread positivity. Our collection features artfully-crafted rocks, each containing a beautiful gold heart and a unique QR code—offering every user a personalized and meaningful experience.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My background is rooted in design and advertising, while my partner’s expertise lies in technology—but at heart, we’re both creative problem solvers.

My path has taken me from small design boutiques, where I built extensive identity systems and guidelines, to the fast-paced world of advertising, launching national award-winning campaigns. Along the way, I also founded my own design and marketing firm, helping startups shape their brands and step boldly into the marketplace.

My partner has thrived as a CTO for innovative startups and built a consulting firm specializing in AI and machine learning solutions, helping tech companies grow and scale to their full potential.

It’s at the intersection of our two worlds—art and technology—along with a shared love of nature, that this venture was born. What began as an idea quickly evolved into a way to create products that blend beauty, innovation, and purpose.

Together, our different perspectives allow us to see challenges from unique angles—often leading to better, more meaningful solutions.

At the heart of it all, our goal is simple: to design beautiful products that share kindness, spread positivity, and offer words of encouragement. Our elegant hand-selected coastal rocks are artfully crafted into gifts with purpose.

Like any small business owners, we’ve faced our fair share of hurdles. Balancing our full-time careers—which we both love—with product development and busy family lives (we both have kids!) is always a push and pull. We rely on each other to set and meet deadlines while respecting personal and family priorities. Along the way, we’ve also pivoted our product development based on market research, ultimately landing on a collection of products that we know our customers truly love.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
There’s something special about “visiting” your own backyard as a tourist—it makes you appreciate where you live even more. This amazing environment was, and continues to be, our inspiration for our company and products. As outdoor lovers, few experiences rival a day hiking Torrey Pines, feeling the ocean breeze, and ending at the beach at low tide for a picnic. For the daring, you can continue south along the beach and climb up to the Cliff Hanger for a drink with a view—watching gliders leap off the cliffs is truly exhilarating. For a hike that’s a little less touristy, we love Elfin Forest, with its stunning vistas and 11 miles of hiking and biking trails.

We also love supporting our local communities, from Oceanside down to Del Mar. Some of our favorites include Campfire in Oceanside for fabulous cocktails and seasonal dishes, Q’ero in our hometown of Encinitas for exceptional Peruvian cuisine, and Waverly in Cardiff for a sunny brunch in a bright, open space—or a lively evening with a DJ.

Who else deserves some credit and recognition?
So many incredible people supported us along this fun and exciting journey. Most important were those who shared their feedback throughout the process—our soft-launch testers, marketing minds, and all-around champions. Their honest (and sometimes critical) insights helped us refine and shape a collection of products that truly reflect our mission: creations rooted in nature and filled with positivity. A heartfelt thank you to Natasha Miller, Founder of Enterprise Productions; Dr. Adrienne Corn, Founder of HumanTalented; Kasi Dickson, Marketing Guru; and many more who made this possible.

Website: https://startaskip.com

Instagram: https://www.instagram.com/startaskip/

Facebook: https://www.facebook.com/startaskip

Image Credits
Sandra Erdtmann

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