Stone

Stef Johnson, a 33-year-old London-born entrepreneur with a background in documentary photography, design, and digital strategy, was working as Creative Director at Bookblock (a notebook brand) when inspiration struck in an unexpected place: a Michelin kitchen. While visiting chef Michael Caines, Stef noticed that Michael's prosthetic arm made it difficult to write in a notebook on a slippery metal kitchen surface. Over an hour-long brainstorm with a client named Eliot, they identified seven unique features the perfect chef's notebook could contain—including stone paper, a material made of limestone that is naturally water and greaseproof.

Stef quickly prototyped notebooks in his workshop and distributed them to around 80 respected chefs worldwide for feedback. "The response was incredible and it was clear early on that the concept had legs," he recalls. Rather than handling operations and logistics immediately, Stef made a strategic decision to launch via Kickstarter, allowing him to focus on his strongest area: marketing strategy. For two to three months, Stone gifted hundreds of influential chefs—including Pierre Koffmann, Marcus Wareing, and Matt Abe—without asking for anything in return, simply letting the marketing "bubble away in the background." The mystery surrounding the product generated organic buzz on social media as chefs spontaneously posted about it.

By Kickstarter launch day, Stone had accumulated 3,000 emails from interested customers. The campaign hit its $30,000 target within 24 hours, becoming one of the most successful food-related crowdfunders in history. Stef fulfilled over 4,000 bespoke orders globally—a logistically grueling task that coincided with becoming a father, but which he credits as motivation for the venture's success.

Chef endorsements proved invaluable. "The marketing power of chefs really can't be underestimated," Stef explains. "Known for their frankness, their endorsements carry huge weight." Food influencers, writers, food stylists, and recipe bloggers also amplified the message authentically, since Stone products genuinely solved real problems for professionals. Instagram emerged as the single largest source of new customers for a period. The company pivoted from overtly promotional material to high-production collaborations, including the 'Written in Stone' video series featuring renowned chefs discussing dishes and ingredients—described as "low cost and really effective."

Stef also acknowledged mistakes: collaborations that didn't work out and wholesale deals that weren't financially viable. However, he views these as learning opportunities. The company faces competitive pressure from larger manufacturers like Moleskine copying Stone's ideas, motivating further product line expansion.

Eighteen months post-launch, Stone generates $40,000 in monthly revenue with aspirations to hit $500,000 in annual revenue by year-end. The brand is expanding beyond notebooks into apparel, accessories, and niche product lines for baristas, brewers, and bartenders. Stef is particularly excited about a planned Stone Magazine—an annual print publication featuring thought-provoking stories from food industry leaders, positioning Stone as an authority voice beyond just product sales. The parallel business, Bookblock, is also growing with leather ranges and consumer gifting initiatives.