Compass
Shownotes
Episode 008: The Accidental Entrepeneur
15 May 2025
How Charlotte Stone built a global knitting brand
as an expat mom of three
What if following your creative curiosity could lead to a global business—right from your living room? In this heartfelt episode, Charlotte Stone of Stone Knits shares how she transformed her love of knitting and socks into an international brand, all while raising three children in Switzerland.
In this inspiring conversation, I sit down with Charlotte, the creative force behind Stone Knits. What began as a personal hobby blossomed into a thriving global business—built not on a formal business plan, but on passion, persistence, and a whole lot of heart. Charlotte shares her journey from marketing to solopreneur, the surprising power of niche creativity, and how social media (and a viral Bernie Sanders meme!) led to book deals and a fanbase stretching from Korea to Greenland.
Together, we explore the importance of resilience, how to navigate criticism, and the unexpected turns her career has taken—including the publication of her bestselling books. We also dive into what it takes to build a successful creative business, the role of community engagement, and the diverse income streams that support long-term growth.
Charlotte speaks candidly about maintaining authenticity as your business scales, prioritizing self-care, and managing your time when you wear every hat. She also shares her experience adapting to new platforms like TikTok and offers practical advice for creatives looking to grow their presence online—without losing themselves in the process.
Whether you’re a creative, an expat, a stay-at-home parent, or an aspiring solopreneur, this episode proves that you don’t need permission—or perfection—to start something remarkable.
In this episode we’ll cover
🧭 How Charlotte built Stone Knits from scratch with no formal business plan
🧭 The role of social media (especially Instagram and TikTok) in scaling a niche creative brand
🧭 Why pricing her products “like a coffee” created deeper customer connection
🧭 How she navigates online criticism and copyright challenges with grace
🧭 How motherhood and her expat journey shaped her creative process and business decisions
🧭 Her unexpected rise to global recognition—and how a Bernie Sanders meme changed everything
🧭 The joy (and challenge) of being a solopreneur who still answers every message personally
What you’ll learn from the 3 key takeaways this episode
Waypoint 1: From Passion Project to Global Brand
Charlotte didn’t start with a plan—just a love for knitting socks. Her second-ever design, the Magic Toadstool Socks, went viral and launched a growing following. She leaned into what felt joyful and authentic rather than what was “strategic.”
Waypoint 2: The Power of Showing Up Online (Even When It’s Imperfect)
Instagram became her creative diary and later, her business launchpad. She built a community by sharing her work, listening to feedback, and staying true to her playful, rebellious style—even while photographing her own feet in the forest.
Waypoint 3: Creativity and Family Can Coexist
Charlotte’s daughters helped shape her visual identity and TikToks, and the whole family influenced pattern ideas. Her story is proof that motherhood and entrepreneurship don’t have to be either/or.
Takeaways
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Passion and persistence drive success.
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Businesses can grow from hobbies.
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Social media builds audiences.
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Criticism fuels improvement.
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Creativity opens new opportunities.
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Adaptability is essential.
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Life experience aids resilience.
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Engaging followers matters.
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Multiple income streams are smart.
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Time management balances work and creativity.
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Self-care prevents burnout.
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New platforms expand reach.
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Authenticity sustains long-term success.
✨ Soundbites
- “I never thought it could be a business—I just posted what I loved.”
- “They can’t take what’s in my head. I’d rather create than chase down copycats.”
- “I want people to feel like they’re sitting down with me over a coffee when they buy my pattern.”
- “If someone says I can’t do something, I’m absolutely going to do it.”
Final Thoughts
Charlotte’s story is a reminder that done is better than perfect and that passion, community, and courage can build a global brand—even from your living room.
Wherever you are on your journey, this episode invites you to trust your creative voice, share your gifts boldly, and keep going—even if you’re just starting out.
🔗 Books mentioned in this episode
- Brave, Not Perfect by Reshma Saujani
Podcast Chapters
00:00 The Accidental Entrepreneur
02:09 From Hobby to Business
07:28 Building an Audience
12:45 Navigating Criticism and Growth
20:12 Unexpected Turns: The Book Journey
24:07 Rapid Success in Pattern Creation
25:11 Building an International Knitting Community
27:05 Engagement and Authenticity in Business
28:43 Diverse Income Streams in the Knitting Business
29:01 Navigating Challenges in the Creative Industry
31:44 Balancing Creativity and Business
32:27 Time Management and Workflow
35:15 The Importance of Self-Care
36:39 Adapting to New Platforms and Trends
40:16 Advice for Aspiring Creatives
