Client Spotlight: Meet Nicole Richards, Owner of ORIJIN STONE

At Red Seat, we love helping our clients recruit and hire great employees. Our ultimate goal is to help them grow their businesses through hiring top talent. Today, we’re highlighting Nicole Richards, co-owner and founder of ORIJIN STONE. 

ORIJIN STONE is the Twin Cities’ definitive source for premium natural paving, tile, landscape, and architectural stone. We’ve had the pleasure of working with them for nine years, helping them hire top-notch employees and watching their business grow and thrive.

Read on to get to know Nicole and learn more about ORIJIN STONE.

Nicole, can you give us a brief overview of your business—how you got started, where things sit today, and what your role is? 

My husband, John, and I started the company in 2012. I worked in marketing, and John had a landscape design and installation business. Together, we realized that the industry needed a niche stone source to offer a diverse range of options and services. When we both left our careers to start ORIJIN STONE, we took the risk of our lives and committed to it—building the company from scratch with funds for only the first three months. 

For the first two years, we handled everything ourselves—literally everything! Our days were packed with a maniacal range of tasks. Back then, it was normal for us to jump from loading a truck with a forklift to assembling stone, then quickly switch to hosting an architectural presentation, learning how to work with international vendors and logistics, and so on. It was incredibly intense. We were living on a prayer and giving it our all. 

Gradually, we built our client base through word of mouth, allowing us to afford hiring employees. Fast-forward to today: We have 55 employees, a 110,000-square-foot headquarters, and the Twin Cities' most advanced stone fabrication facility. Our stone has been featured in Elle Decor and Architectural Digest, among others, and our clients include some of the most talented firms and individuals both locally and nationally. It's been quite a journey, and it's humbling to look back at what we've learned, endured, and been blessed with. Our company has grown and evolved a lot, but our core values—including quality, integrity, innovation, grit, and investing in our team—remain unchanged. 

As an owner, I help oversee all aspects of the company, including leadership management and direction. My main focus right now is on marketing and growing our sales team and capabilities. Over the years, I've delegated parts of my responsibilities by hiring a Controller, HR Director, GM, and many other key roles. When you start with nothing—no net and no help—you remain keenly aware of how incredible it is to have a capable team.

What do you love about what you do? 

My drive and joy come from the chance to truly make a difference in people’s lives. 

Our business is about more than just the products or services we provide—it’s about the people we support. Whether we're delivering solutions that clients depend on or creating opportunities for our team members, it's about helping others succeed. 

It's incredibly rewarding to see our team members excel—both in their careers and their personal lives—thanks to the opportunities our company offers. The more your company grows and succeeds, the greater your ability to give. This is what I demonstrate for my daughter: avoiding effort is not an option. You put in a strong effort to ultimately earn the most valuable asset: the ability to share and give.

What is the biggest obstacle you’ve overcome in your business? What did you learn from it?

Having the right perspective and attitude is clutch. Being a business owner is often overwhelming—you're responsible for everything. Your to-do list never gets shorter; it just shifts priorities. Your attitude affects everything, from your energy and success to your capabilities. 

Being a leader can seem like a burden, but it’s also a privilege. When you feel overwhelmed, think smarter, not harder. The best leaders see obstacles as chances to turn the situation around. Learn to manage your time better, delegate tasks, and be more resourceful and innovative. You can’t, and really shouldn't, do it all. Focus on where you're most valuable and productive. 

I also have to say that I believe most of our success comes from never being afraid to ask questions—we don't pretend to know things we don't, and when you start a company with no experience or formal business training, there's an enormous amount you're unaware of. You must remove any hesitation to learn and connect with people who have achieved success. Connections are EVERYTHING. Ask all the questions. Never stop learning, researching, and being curious. When others are generous with their knowledge and time, return the favor by helping support their business. Take every opportunity to pay it forward and help others who haven't yet gone through the trial and error you have.

Being a business owner requires a lot of juggling…how do you stay focused or get re-focused? 

That requires daily calibration. The key is to be aware of all distractions for what they are and to be relentless about priorities. I'm a huge advocate of being (or forcing yourself to be) an early riser and starting your day with a centering routine—whatever that may be—and intentionally outlining a realistic list of what you can and should accomplish that day. Attack the hardest items first. You may frequently get derailed, but without a strong start and a set plan, you'll never find a good pace.

Within that structure, building in time to fuel yourself is essential. For me, being as healthy as possible is what keeps me on track. This took me a while to figure out—I neglected my health for the first 10 years of growing our business while focusing on the company and becoming a mom. Now I schedule dedicated time during the week for active training, and this has strengthened both my body and mind, while increasing my ability to handle stress and stay focused.

Do you have a favorite business book, podcast, or app you’d recommend to another business owner? 

I recently listened to the audiobook by Mel Robbins, "The 5 Second Rule," and I really resonated with her philosophy and authenticity. There's a lot of buzz about Mel (and for good reason)—this particular book relates really well to grabbing life by the horns, both professionally and personally, and getting out of your own way.

Tell us about your experience working with Talley and the Red Seat team 

I first reached out to Talley in 2016 when we started gaining momentum with hiring. I realized that I couldn't run the business and wear so many hats while also dedicating the time and attention required to find high-value candidates. 

At first, it felt expensive to delegate, but I quickly saw that the service was more than worth it. It saved me so much time, especially by eliminating the effort of sifting through ineligible candidates and the time-consuming vetting process that can consume a large part of your days. Most importantly, I learned a lot from Talley and her team. It's fascinating to learn how the professionals approach the entire process—how they work with you to craft the right strategy, how you position yourself as a company, how to refine the details of both the position and the role, what the right questions reveal, what areas to focus on—the list goes on. 

Talley's team helped us do some serious polishing and, in the process, build our team the right way. Having this kind of seasoned guidance and support makes all the difference.

What advice would you give someone who is struggling with finding and retaining top talent for their team?

Don't hesitate to seek help from Red Seat. 

I've had experience with temp agencies and other recruiting firms, and I never felt like they truly had our best interests at heart. The honesty, integrity, and genuine interest in finding the right fit for your company are evident in everything Talley and her team do. 

That trust is essential—you need to be able to have honest conversations about what you need and how you feel about the candidates you're reviewing, and trust that the person offering advice isn't just trying to fill a position but is placing the right person in the seat for a fair and competitive wage that benefits both of you. 

What have you learned about the hiring process since working with Red Seat?

I have learned a lot from Red Seat. Years ago, I attended a conference that Talley was involved in and gained valuable insights from her about viewing your company from a candidate's perspective. I also learned how to prepare for specific hires, much like a Realtor stages a house. I left equipped with tools and tasks that, to this day, have helped us better articulate our culture and advantages to candidates. 

Two years ago, I had a pivotal lunch meeting with Talley. In that single meeting, she shared some invaluable resources and references and helped shape the direction of our next hire. There have been times when we know how to articulate the help we need, but we honestly don't even know what the role's title is. That sounds basic, but when you're constantly creating roles you've never had before, having an outsider with the insight and experience from working with MANY companies can help you shape and maximize your team development most strategically. 

Talley has helped to rein us in at times, and other times, suggests that we need to stretch ourselves. In every case, she's been spot on, which has contributed to our company's success.

Thank you, Nicole, for sharing your story and hard-earned wisdom (not to mention the kind words about working with us!). 

At Red Seat, we help our clients recruit and hire great new employees every day, and we’d love to do the same for you! Give us a call at (952) 893-0020 to talk about how we can best support your hiring needs.