Shopify Masters How to Make Retailers Chase Your Brand
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Dec 16, 2025 Nima Jalali, Founder and CEO of SALT & STONE, transformed his passion for clean personal care into a $100M+ brand after an ACL injury shifted his path from professional snowboarding. He discusses how he created a high-performing deodorant after multiple iterations and reveals the secret strategy that made retailers like Sephora approach him—without ever pitching. Nima shares insights on building an enduring brand, the importance of team dynamics, and applying athlete discipline to business success, all while maintaining a strong digital identity.
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Design For Longevity
- Nima designed Salt & Stone with legacy-brand cues, choosing long-term aesthetics over trendy moves.
- Every brand decision prioritized longevity: packaging, naming, and scent strategy.
Career Pivot After Injury
- Nima left pro snowboarding after a torn ACL and shifted into health and wellness to heal faster.
- That curiosity about what he put in and on his body led directly to starting Salt & Stone.
Hire People Better Than You
- Hire people who are better than you at specific functions so you don't have to do everything.
- Let experts run ads, design, and operations so you can focus on high-impact work.