Customer Story: From Garage to Global  The Journey of Willow & Stone

Willow & Stone began as a weekend project in 2017. Founders Mara Willow and Jonah Stone made simple hardwood spoons and cutting boards for friends and local markets. Today, their modular shelving and reclaimed-wood tables ship to customers worldwide. This is the story of scaling craft without sacrificing principle.

Humble beginnings

Mara taught herself joinery from library books while working part-time. Jonah, originally an industrial designer, provided technical sketches and jig ideas. Their early pieces were raw and honest; imperfections were part of the appeal. Local food bloggers posted photos of the bowls in styled shots, and soon orders arrived through word of mouth.

First growth pains

At the six-month mark, demand outpaced their garage workspace. They had to decide whether to outsource, hire, or limit output. They opted for a hybrid model: keep limited signature pieces handmade in-studio, and develop a small line of modular items that could be partially CNC-milled to maintain price accessibility without compromising finish quality.

Partnering with Agoras

Willow & Stone joined Agoras.shop in 2020. The platform provided discovery, seller coaching, and an introduction to a customer base willing to pay for provenance. Agoras seller tools helped with international fulfillment and VAT handling, which removed a major barrier for global sales.

Maintaining values while scaling

Their guiding principles include:

• Reclaimed material sourcing where possible
• Transparent pricing that shows labor and materials
• Local hiring and fair wages

They invested in a small apprenticeship program that teaches local youth woodworking skills and pays a living stipend. This program both supports the community and helps maintain skilled labor as they scaled orders.

Product innovation

Design innovations include a modular shelf system that uses reversible joinery and no metal fasteners. The system ships flat with a simple tool and can be reconfigured across moves — a popular feature for urban renters.

Business metrics

Revenue grew steadily at 32% year-over-year for three years, driven by seasonal drops and collaborations with ceramicists and textile makers. Profitability improved when they introduced a higher-margin custom line with extended lead times and personalized engraving.

Lessons for other makers

Mara and Jonah share concrete lessons:

1. Document your process early; buyers love to see the making story.
2. Set limits on production that protect quality.
3. Automate administrative tasks to free creative time.

"Growth does not have to mean losing touch with why you started."

Where they are now

Willow & Stone now operate a 2,000 sq ft studio, a small retail workspace, and continue to sell on Agoras.shop. They host quarterly repair clinics where customers can bring a worn piece for mending or finishing refreshes.

Final reflection

The Willow & Stone journey highlights how thoughtful scaling and platform support can help makers move from local recognition to a sustainable small business. Their story encourages other creators to remain intentional about materials, labor, and the role of craft in everyday life.