“Don’t rush into doing things just because of what other brands are doing. Take your time to develop your unique brand to get it right for you. If you don’t get excited about a design and there’s the slightest doubt – don’t do it. We always say if a new sample doesn’t make you go “Oooo” then it isn’t right!” Suze, Co-founder of Stone & Mason on what – if she could go back – she’d tell herself when first starting the business
Arriving in a colourful blur of cool, multifunctional accessories and handbag options (think: sumptuous mini bags, tactile evening clutches, textured beach bags – all with elevated hardware, personalisable options and a handy kit patiently waiting inside) luxury accessory label Stone & Mason has been making waves since they landed on the accessory scene back in 2018. And, behind this rise of success? A powerhouse Mother and Daughter duo, Holly and Susan Stille.
I’ve been a fan of the brand for a while, often drawn to their candy-coloured Instagram feed by the playful imagery and elegant accessories that reside there, and was immediately intrigued to find out more about their journey to accessory-adorned success. With a divine wedding edit in tow (not to mention a selection of designs that would be beyond perfect for the hen party and honeymoon) trust me when I say Stone & Mason will have something to steal your heart, brides – including a collection crafted from recycled plastic crisp packets (yes, crisp packets)! First port of call, in my opinion, would be their Pearl Stone Bag & Crystal Beauty Kit, followed swiftly by my personal favourite: the Pink Embroidered Small Palomino & Beach Kit. I managed to catch up with founders Holly and Susan themselvesto chat about their business journey so far and their version of Taking The Plunge, including the highs, the lows, the first jobs, the worst jobs and the tech they can’t live without…
Name: Mother and Daughter, Holly and Susan Stille
Business: Stone & Mason
Date you took the plunge: 2018 – We launched 8th November 2018 but I think we really started working on the brand from April 2017!
#1 In a nutshell, describe your business/brand – what do you offer?
“We are a contemporary luxury accessories brand with a twist, all of our bags come with a kit inside of essentials depending on where your bag may be taking you! From beach totes with a towel and fan to wedding bags with all you could need for your big day, think blister plasters, sewing kit, toothpick, we have you covered for every occasion. Not only do the bags feature kits but they feature interchangeable straps so that you can style your bag in multiple ways, ensuring your Stone & Mason bag truly is the best investment piece for your wardrobe. Sticking to our “More Than Just a Bag” motto, we have expanded into jewellery, homeware and what we make our bags from, such as the Crisp Collection bags made from up-cycled crisp packets, which started Stone & Mason’s initiative to seek out unique and sustainable production methods and materials. What was once waste crisp packets can be woven together to create something totally new and different, it isn’t just any old handbag, it is ‘more than just a bag’ – it is trash turned into treasure.”
#2 What’s your career background? Has it always been in the wedding industry?
“Susan was a wedding dress designer and maker. She always made her own clothes and in her early 20’s was asked to make a wedding dress for a friend of a friend and then it just went from there – word of mouth making wedding and bridal party dresses.”
Holly: “I previously worked at Paper London starting as an intern then worked my way up through the ranks, which really helped to gain experience within different areas of the business. By the time I left I was Wholesale and Marketing Manager. It’s great because we utilise and balance out one another’s strengths in design and marketing and came together to organically create our own brand. You could say it was serendipitous!”
#3 What planted the seed of your business idea? Did it strike you suddenly?
Susan: “My husband always said I could perform open heart surgery with what I carried in my bag so we started developing the essential kits that come with each style. We spotted a gap in the market and a USP. I then wanted to make the kits for handbags you would want to use, take out and show off, rather than just a bag kit! I think my background made me want to make it more about “fashion”! It was also something no one else was doing or to be honest does even now!”
#4 Describe the moment you decided to TAKE THE PLUNGE (what did this involve? Handing in your notice?)
Holly: “I was building another business as a VM and Set Designer for stores and we were sharing an office, we’ve always been super close so this was normal for us! One day we decided maybe it would be perfect to do this venture together and blend both of our skillsets.. and the rest is history!”
#5 Describe how the first day of building your own business felt:
Holly: “It all happened very naturally but it was exciting! We have always been so close, I would always ask Suze’s opinions on anything creative or work related and she would often ask me the same so in a way it was very easy to progress from there into working together on our brand!”
#6 The highs – what have they been so far?
“Our AW24 Press Dinner at Julie’s in Holland Park was absolutely a highlight for us. It was such a fantastic group of women and to have them all sat around wearing our pieces and there to support us was so amazing. Another high would have to be seeing one of our bags on someone in the wild! Such a squeal of excitement, you kind of want to go up and say something to them!”
#7 The lows – how did you move past them? What did you learn?
“Riding the wave of covid only one and a half years in was pretty tough to start. We had a product that was meant for going out and about, which was obviously not happening with everyone locked away at home! But it actually made us expand our product offering which in turn made us grow as a brand.”
#8 If you could tell yourself three things when you first started the business – what would they be?
Holly: “I always say that I would tell myself – you don’t know everything – now I really realise the meaning of that even more, there is always something new to learn every day, be open to listening and learning from others, but pick and choose what is right for you and your brand.”
Suze: “Don’t rush into doing things just because of what other brands are doing. Take your time to develop your unique brand to get it right for you. If you don’t get excited about a design and there’s the slightest doubt – don’t do it. We always say if a new sample doesn’t make you go “Oooo” then it isn’t right!”
#9 Your tips for those dreaded lying-awake-at-3am times? (Counting sheep? Glass of water? Get up? Meditate? Read?)
Holly: “I can be quite bad with this as I will just lie in bed watching TV. Sometimes I think it doesn’t matter…you are the boss, this is one of the perks of owning your own business – you can come in when you want if you can’t sleep but it does mean we end up working later into the evening!”
Susan: “Breathing technique (in 4 hold 4 out 4 hold 4) if it doesn’t work – get up and make a cup of tea!”
#10 Your top organisational tip?
Holly: “Get Suze to do it…highly recommend – she is extremely tidy and efficient! Mum knows best! Also having a bag pre-packed with your evening essentials is so handy! I always have a Stone & Mason bag ready to go at all times in my work tote – it takes me from day to night.”
#11 Who inspired you? Or inspires you in business?
Holly: “Without a doubt my fabulous mother has and always will be an inspiration and influence for me, and in turn our brand. Not only for her style; her impeccable wardrobe is undeniably drool-worthy (luckily for me we are the same size), which I am endlessly asking to borrow pieces from, but also for her sheer determination and resolve. Suze is a powerhouse. The entire concept of Stone & Mason was her brilliant idea, I just came along and added a little seasoning. But beyond the confines of our business, Suze ensured, from a young age, especially as the only girl with two brothers, that I believed that any path I (or any woman) wanted to take in life would, and could, be a possibility. I just had to make sure I worked a bit harder than my sometimes lazy self deigned to (throwback to GCSE mock exam results…) cut to now and I am always asking her honest opinion, which I will forever value and trust – whether it be an outfit choice or design.”
Susan: “I have been lucky enough to always have a very close relationship with Holly. So when the opportunity arose for her to join me with my new venture it was a no-brainer. Coming in with her experience of several years working at another fashion brand, she knew what needed to be done to really get the business off the ground, from concept to launch and now. Holly’s love for what we are creating brings a great enthusiasm which has a knock on effect for me. Giving me motivation to do new things that I wouldn’t have done without her, she is fun to work with and is incredibly uplifting, making my job hugely enjoyable. Thankfully we have a similar sense of humour. Working with a younger generation brings the perfect balance for Stone & Mason, everyone is included.”
#12 An app/piece of tech you now couldn’t live without for your business:
“Without a doubt affiliate marketing has been a huge help to our growth. We had the most amazing Performance Marketing genius, Chikay Lo, work with us and we couldn’t have done it without her.”
#13 Your first ever job was…
Holly: “Tennis Instructor for three to four year olds. I was a glorified nanny but it definitely taught me patience from an early age!”
#14 Your top social media tip?
“As of this year we’ve really tried to show more of the face behind the brand. We have been told for years that it was important to do so but I think it can be a bit nerve wracking to put yourself out there that much! We took the plunge though and we have seen a huge increase in engagement and interaction with our followers which has been amazing to see. We’ve also finally dived into the world of TikTok, which has taken some getting used to however it really helps to show the personality of us and the brand and to be honest we cry with laughter every time we film them!”
#15 The brand you’d love to collaborate with and why…
“It would be amazing to collaborate with an artist like Alma Berrow, I feel like you could do some super fun hardware detail. Or someone like Anissa Kermiche, we have always loved her pieces, you could do some really cool sculptural female form evening bags!”
#16 Name a business/social media account(s) – that have helped/inspired you with your business?
“How Grace Beverley has founded and scaled multiple businesses is super inspiring – her ‘Productivity Method’ Instagram account always has some fab tips for business owners who juggle the day-to-day running of a business plus need their finger on the pulse for content, socials, media and comms strategies…”
#17 Your fav social media tool: (Pinterest? Instagram? LinkTree? Etc.)
“We love Pinterest! It is so good for inspiration and mood boards. I think I always have a Pinterest tab open at all times!”
#18 Your advice to those looking to TAKE THE PLUNGE:
“Take it slowly until you love your product. Don’t lose your identity. Stay true to who you are and why you started the business and don’t let others sway you away from that because of their own agenda.”
Stone & Mason | Rapid Fire Questions
#1 Most inspirational book you’ve read:
Both: “The Game of Life and How To Play It by Florence Scovil Shinn”
#2 You’re in Starbucks, what do you order?
Both: “Coffee Frappaccino in the summer! (Holly: Or to save me morning after the night before)”
#3 Instagram feed crush:
Holly: “Morgan Stewart (manifesting her life for myself) or Claire Thomson-Jonville for fun carousels and beautiful photos!”
#4 Your worst job was…
Holly: “Lighting technician in a nightclub.”
Susan: “Bottle washer in a pub”
#5 If you didn’t do what you do…what would you do?
Holly: “Reality TV producer – love all reality tv and have always found it fascinating, I think I would be excellent at producing it!”
Suze: “Enjoy retirement!”
#6 Work day pick-me-up:
Both: “Making lunch together everyday – Holly cooks and we chat non work gossip!”
Discover more from this incredible luxury accessory brand and while you’re there check out Stone & Mason’s Instagram or even more Taking The Plunge entries on Bridal Editor.