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

Hi Emma, can you walk us through the thought-process of starting your business?

Growing up in an entrepreneurial household, the idea of starting my own business always excited me, but I couldn’t decide on “the one” – the right product or service, that is! I built a solid career with the transferable title of Success Manager and had a lot of fun working in various industries and businesses in Melbourne, London, Sydney and San Diego. I developed a suite of skills in business, finance, technology, marketing & sales. Yet, it wasn’t until early 2023, amidst the emotional aftermath of losing both my parents within two years, that the urge to embark on this journey intensified. Reflecting on life’s fragility, I realized my priorities for the next chapter: a harmonious blend of family, friends, meaningful work, and a healthy lifestyle.

During a trip back to my hometown in Melbourne, Australia, to settle my parents’ affairs, a chance encounter with an old friend ignited a spark. Over dinner, she shared the success story of her venture, Zebra Home, specializing in premium Jute rugs. Intrigued by her journey and captivated by the quality and craftsmanship of her products, I saw an opportunity to introduce her brand to the Californian market, where my family and I had relocated years earlier.

Since our family had moved to idyllic San Diego, in 2016, I was constantly reminded of my Australian roots. The untouched natural beauty of course, but also a lifestyle that blends indoor/outdoor spaces, homes that work with, not against, the natural surroundings and an intrinsic value in sustainability and relaxed style.

Inspired and driven, I delved into research with the support of my husband and close friends, evaluating the competitive landscape and crunching numbers. Despite the challenges ahead, the synergy between Zebra Home’s ethos and the Californian lifestyle fueled my determination to move forward.

Crafting a solid business plan, I collaborated with my friend to establish a distributor agreement, laying the foundation for my own brand: North Avalon. The name, an homage to the picturesque beach town where my children were born, encapsulated the essence of my journey and aspirations.
In hindsight, my diverse professional background and recent soul-searching had primed me for this opportunity. While it’s still early days, I’m embracing the journey with enthusiasm, a sense of purpose and having fun. I’m eager to see where it leads.

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 professional journey hasn’t followed a traditional path. While I had a plan, my actual journey unfolded in unexpected ways. It’s best described as a tapestry woven with diverse colleagues, mentors, skill-building opportunities, exposure to various industries and roles, successes, failures, and above all, growth.

I always wanted to start my own business but I recognized the importance of first honing my skills and gaining experience. I laid the groundwork by pursuing a tertiary education in business, which led to a corporate role at a national commercial property firm. Over four years I gained fundamental skills – both personal and practical – that proved invaluable and adaptable as my career journey evolved.

In my mid 20’s I met my husband and travel for his work became a constant in my life. Living in different cities and countries, it was clear that to work, I would need to adapt and even reinvent myself. This was both challenging and exhilarating. It gave me exposure to new industries, roles and people and the opportunity to develop new skills and hone old ones. Importantly, it gave me perspective so over time I was able to filter what worked, what I was passionate about and where my strengths lay.

About a decade into my career, I joined my first start-up, relishing the departure from the corporate world. Wearing multiple hats—from recruitment to marketing to account management and process development—I thrived on collaborative problem-solving and the flexibility to adapt on the fly. However, after two years, I faced the harsh reality of start-up failure—a result of rapid growth without essential structures and planning.

Experiencing first-hand the pros and cons of these polarized work environments gave me invaluable insights that have, and will continue, to serve me in my own business decisions and practices.

Having discovered a niche and a sustainable product that I am passionate about, I am embracing the journey of building my own business, leveraging my skills and experience. I am excited about building an ethical and thriving business and surrounding myself with like-minded people to join the journey with me.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?

  • Hike Torrey Pines Reserve: Time your visit with the tides for a scenic walk along the beach. Afterwards, recharge with coffee at Bird Rock or enjoy a beer and slice of pizza at Buonasera.
  • Encinitas Meditation Garden: Experience tranquility amidst beautiful plants, birds, and a spectacular view. Afterward, explore the strip for great food and bar options.
  • 15th Street Del Mar: Order take-out pizza from Del Mar Pizza, then head down to the beach to watch the sunset from the grassy hill.
  • Oceanside: Take a stroll along the pier, then enjoy a drink at the rooftop bar of Mission Pacific Resort for breathtaking views. Don’t miss a sweet treat and photo op at Hi Pie by the Original “Top Gun House.”
  • Visit Old Town: Savor fresh tortillas and margaritas at Café Coyote, explore the town, and indulge in happy hour and small bites at El Sueno’s Herradura Hours.
  • Balboa Park: Transport yourself to Seville, Spain. Start at the visitors center to plan your day and explore the stunning Japanese gardens. Treat yourself at Mingei Artifact.
  • Annie’s Canyon Trail in Solana Beach: Followed by brunch at Claire’s on Cedros.
  • One Paseo: Opt for a local shopping experience, browse high-end boutiques, and enjoy grazing food and sangria at North Italia. Relax by the fire pits with hot chocolate from Parakeet Café.
  • Del Mar Highlands: Enjoy a 5-star happy hour cocktail at Understory (Sky Deck), dine at one of the surrounding food options, and top it off with ice cream from Handels.
  • Check out shows and events: Belly Up in Solana Beach, The Sound in Del Mar, Rady Shell downtown, La Jolla Playhouse, or Snap Dragon Stadium.

Who else deserves some credit and recognition?

When I was starting my business, a friend recommended SCORE (https://www.score.org/). Their expertise, patience, and dedication have helped me navigate the complexities of entrepreneurship. They will be a part of my ongoing journey.
My husband Sam for his encouragement, smart ideas and support and my sons for their interest and help – especially when it comes to carrying rugs and social media.

My parents’ belief in entrepreneurship and the values of hard work they instilled in us. They showed us that with dedication and perseverance, we can achieve our dreams.

My friends for their support, particularly Monique, for trusting me with representing your products in the US and all the hours of guidance, patience and your incredible collection of rugs. Kris who encouraged me to pursue my dreams, and Kobe and Elke who helped with my business plan and continue to support and believe in me.

Michaela for her expertise in everything marketing. She understands my brand and what I am building and she is so patient, kind and respectful. I’m lucky to have you as a friend as well as advisor.

Website: https://northavalon.com

Instagram: @north.avalon

Linkedin: https://www.linkedin.com/company/north-avalon

Facebook: https://www.facebook.com/northavalon.us

Image Credits
Noah Gilman Productions
Anna Robinson Photography

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