Growing Crystal Businesses with Clarity | Arthur Rocha from Stonebridge Imports

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Alright everybody, welcome to today’s episode of Pathmonk Presents. Today we’re joined by Arthur Rocha, the owner of Stonebridge Imports. Arthur, welcome to the show.

Arthur Rocha: Thank you so much. Happy to be here.

Rick: Of course, happy to have you, Arthur. Why don’t we start with the basics a little bit. If you could tell us a little bit about the big idea behind your company, and if you were explaining it to a friend over coffee, how would you describe what you do?

Arthur Rocha: Yeah. We help spiritual and alternative entrepreneurs source crystals and grow their business through intentional products and digital tools. So that means mostly crystals, gemstones, tools for virtual shops, carvings, and materials to wire-wrap, make jewelry, or make crafts.

Rick: Got it. Nice. Can you tell us a little bit about, I guess, the power of crystals, if you will? I’ve heard that they’re becoming more popular, depending on what kind of social media circles you’re in. Anything that has to do with spirituality these days—you’ll hear crystals and rocks pop up. What’s the benefit of using them? How do you use them? Can you give us a glimpse into that world?

Arthur Rocha: Yeah, for sure. I actually studied physics, which is a very grounding, foundational science. I’m a scientist at heart. So for me, crystals were not really something I believed in.

But over the course of working with them, I really changed my mindset quite a bit. And going through my own spiritual journey, I found that crystals can be a really powerful tool to help you grow—spiritually and in your life. I learned a lot about crystals and what they mean. I think, from my perspective—everyone has their own—they’re a tool to help you grow in your spiritual journey.

There’s a lot of power to it. Maybe you can call it the placebo effect, or actual energy, or things like that. There’s a lot around that realm. But I believe that they can be really powerful in your own journey.

Rick: Got it. Maybe if you could just give us an idea of the ICP—just to use marketing lingo here—the ideal customer profile, if you will, for your products. What kind of people come and shop? Obviously, you have a retail store, brick-and-mortar, and also sell online. But generally speaking, who’s interested in crystals?

Arthur Rocha: Yeah, for sure. Our main market is supplying other stores and people who use crystals and stones for their practice. So there are metaphysical shops, small retailers in touristy areas, and artisans who craft crystal jewelry. Professional carvers who have soapstone carving pieces and galleries. We also supply schools with teaching materials—minerals and rocks—for scientific purposes. That’s big.

On the other end, for the retail brand The Rock Space, we supply our local market—people who are really interested in these tools for personal use.

Rick: Got it. Okay, so it varies quite a bit. It’s not just one specific segment. But I’m also curious, how do most of these people discover you? Are there any channels, in terms of marketing, that have become your go-to for bringing in new clients and new business?

Arthur Rocha: For sure. Stonebridge Imports grew online a lot in the last decade via SEO. We did really strong work on our website, on blog writing, on bringing in organic traffic through Google with intent-based keyword searches. That really got the business going—basically up until a couple of years ago, when AI completely changed the landscape.

Today, the business has been around for 20 years. So, a lot of word of mouth and other channels. We do Facebook ads to attract new audiences—we run ads to shop owners and people interested in starting their own business. We really focus on Facebook.

We also have a store on a marketplace called Faire, which is a marketplace for store owners. That brings in a bit of traffic as well.

Rick: That’s good. Especially hearing about the SEO—you guys have been around for so long. That’s one of those long-term strategies that people typically try to implement in the short term, but it actually works best long term. And it’s great to hear that it worked well for you. Obviously, word of mouth is the classic referral channel.

But I’m curious—how much of a role does your website play in pulling in new business? And maybe you could talk about anything that’s working really well right now, or anything you’ve got your eye on improving.

Arthur Rocha: Yeah. The website is foundational. We run our B2B through the website on an eCommerce platform. So our funnel flow is: organic traffic or Facebook traffic goes to a wholesale application. We approve businesses only, not consumers. Then they go through a training program that follows what we do—how to get the best value, and how to actually source crystals on their own.

We provide that value to them and build their confidence so they can buy from us. They know we know what we’re talking about.

In terms of crystals and products from the earth—they’re not manufactured. So we have to create a lot of product listings and SKUs daily. We’re not just getting a little widget with millions of the same item. It’s like 10, 20, 100 of one thing, and then a new batch comes in and it’s different again. So we do a lot of cataloging. The website is quite large with lots of different products.

Rick: Yeah, I can only imagine. But from your experience, what actually makes a website convert? I know you handle different sides of the business—do you have any favorite tools or tactics that work wonders for you?

Arthur Rocha: Yeah, for sure. From working in marketing and in this and other businesses, my main thing is: you have to be clear, not clever. Trying to be too interesting or different really kills conversions. Being clear on exactly what you do and what problem you solve helps the customer move through the journey.

The homepage, above the fold, has to be really clear. That’s foundational. Copywriting is what I pay the most attention to in all my businesses.

In terms of tools, it’s really about having the right information at the right time. If they click on an ad, the next page must follow through with consistent copy. Then follow up with an email—with the same message and clear value proposition.

We use Shopify. We’re on Shopify Plus, and I freaking love it. Every day I find a new little feature that helps a bit more. We use different features for marketing, internationalization, and marketplace connections. I’m really into Shopify these days—just learning a lot.

Rick: We love to hear that. Pathmonk has a native integration with Shopify—we’re partners, so we know how powerful the platform is, especially for eCommerce businesses. Sounds like you guys are doing great with it.

I want to switch gears for a second, Arthur, and talk about you as a leader—as the owner of the business. What’s your day-to-day like? Give us a glimpse into what you focus on daily.

Arthur Rocha: Yeah, for sure. I structure my week a little differently. Thursdays and Fridays, I usually work from home and focus on working on the business—strategizing, writing, and thinking clearly.

Tuesdays and Wednesdays are my support-the-team days. I’m in the office and warehouse, and I have meetings stacked all day—one after another. I get a lot done just by being there, supporting the team, and removing barriers so they can accomplish their work.

I have a marketing meeting, then an operations meeting, then a merchandising meeting—one big day. Monday and Saturday are buffer days. That’s when I do admin stuff, phone calls, and things like that.

I focus mostly on finance and marketing—which are the parts I really enjoy. We have a strong operations manager, Joanna, who takes care of the warehouse, pick-pack-ship, and product processes. I’m really thankful for her.

Rick: That sounds like a lot of fun. And honestly, I’m impressed. You have to be organized, right? Sounds like you batch your days—meetings all on one day, then buffer days.

You’re definitely following some kind of productivity framework. Many people just spin their wheels—especially in a role like yours with so much stress, responsibility, and meetings. You’ve got to manage your time and energy more efficiently than in other positions. That’s really cool.

Arthur Rocha: Yeah, I’ve touched a lot on books and podcasts. I pick a little bit here and there and created my own system that fits me.

Rick: I was going to ask—there’s a flood of content out there. You mentioned podcasts. How do you stay focused and keep learning? Are there any places or people you turn to? Even a routine?

Arthur Rocha: I like to read a lot. Right now… not really sure if I want to plug anything specifically, but one person who’s really loud on social media right now—I’ve read two of his books—is Alex Hormozi. “$100 Million Leads” is a pretty interesting book.

It doesn’t tell you much about your personal framework, but it helps me stay focused on what really matters for the business: driving revenue.

Rick: Okay. I think most people in marketing know Hormozi. He’s just exploded the last few years. I read his first book, “$100 Million Offers.” Haven’t read the second one yet, but I’m interested.

We’re coming toward the end of the show, so I want to jump into the rapid-fire segment. The only rule: we ask concise questions, and we hope for concise answers. You ready?

Arthur Rocha: Let’s go.

Rick: You said you read a lot—what’s the latest book you picked up? Any gems that really stuck with you?

Arthur Rocha: I’m blank, man.

Rick: All good. Let’s go with: do you prefer watching, reading, or listening?

Arthur Rocha: I prefer listening. I drive a lot and put on podcasts while driving or running. Sometimes a gem pops up, and I stop my run to make a quick note so I don’t forget.

Rick: Very good. What’s the latest podcast episode you listened to—or one that really stuck with you? Why?

Arthur Rocha: I recently listened to Diary of a CEO with Simon Sinek. He’s so insightful. I learned a lot about how we show up in business and why. Starting with the why is really important. I have a lot of respect for him.

Rick: Nice. If you had a magic wand and could fix one frustrating thing in your marketing life with tech, what would it be?

Arthur Rocha: Video and photo editing. We take tons of pictures. Even with automation, it’s still somewhat manual because every crystal is different—we can’t batch process. We also take lots of raw video content. If I could eliminate editing and instantly have awesome videos, that would be amazing.

Rick: That’s a good one. Arthur, thank you so much for being on the show. Final word is yours—if someone forgets everything about today’s interview, what’s one thing they should remember about your company and your work?

Arthur Rocha: Talk to your customers. Speak their language. Be clear, not clever.

Rick: I like it. Great wisdom. If anyone wants to check out your business—Stonebridge Imports or The Rock Space—where should they go?

Arthur Rocha: We’re most active on Instagram. Crystals are beautiful and visual—so Instagram is the best platform. @stonebridgeimports or @therockspace.

Rick: Amazing. Thank you again. Wishing you a wonderful day. Hope to see you again soon.

Arthur Rocha: Thank you so much, Rick. A pleasure talking to you today.

Rick: Of course. Bye everyone.