In a perfect world, I would tell you that my company business model, branding and logo came to me in a dream. Truth is, everything has evolved on its own, at its own pace. My vision from 3 years ago is definitely not what my vision is today. There were so many things that had to fall into place. There were so many decisions that had to be made. A big aspect of this is the company name. It's an identity. You'll see it over and over again on labels, stationery and your website. You'll say it over and over again when you answer the phone. It took a lot of brainstorming and beer to come up with a name. I'll spare you the details of the ones that didn't make the cut (maybe due to the beer). Ultimately, I chose Stone Field Shaving Company. It's an English translation of my last name. It was there all along but it took a while to emerge as the perfect choice. It pays homage to my family roots. It pays tribute to those that work hard to make things better. It reminds me that the best things we create come right from Mother Nature.