Today we’d like to introduce you to Sandra Erdtmann.
Hi Sandra, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I’ve had a lifelong affinity for rocks, and that love continues today. They’re scattered throughout my home—resting in handmade bowls, arranged along windowsills, and filling every compartment of an old letterpress print box. Each one has its own texture, color, and pattern, offering daily inspiration and a quiet reminder of what nature creates so effortlessly.
Eight and a half years ago, I moved back to the West Coast and settled in beautiful Encinitas, which I’m now lucky to call home (after spending 15 years in Northern California). During countless beach walks with my business partner, we talked often about our shared love of nature and the power of kindness. Those conversations sparked a realization—we wanted to create something with purpose that honored both. That’s where Start A Skip began.
With my background in design and advertising, and my partner Sunil Rawal’s expertise in technology, we found a natural balance. Together, we combined creativity and innovation to bring our vision to life.
I focused on brand development, packaging, marketing, and the visual storytelling, while Sunil built the technology that makes our product truly unique: a natural, elegant rock engraved with a durable QR code that unlocks a deeply personal experience for each individual.
Everything we create at Start A Skip is designed to inspire positivity and encourage kindness—something I believe we can always use more of. These products don’t just inspire others; they inspire me as well.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Like any small business, we’ve experienced our share of ups and downs, and product development was by far the most challenging. Our goal was to create something elegant, soothing to the touch, and durable enough to last. Because our product relies on QR technology, accessibility was a top priority—we wanted it to work seamlessly for anyone with a smart device. Achieving that with a natural element like a beach rock proved easier said than done.
We tested countless processes—some partially successful, but none that met the standard we had envisioned. We washed the rocks repeatedly, performed drop tests, and even carried them in our pockets for weeks alongside keys and other objects to ensure they could still be scanned reliably. After nearly a year of testing, we believed we had finalized the product.
However, after producing several finished pieces, we discovered that our QR codes didn’t scan properly on certain Android devices. That simply wasn’t acceptable. We were committed to creating a product that worked across all devices.
After a few more months of refining and testing, our Start A Skip rocks were finally perfected.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I’ve been an artist my entire life, constantly making, creating, and viewing the world from a slightly different perspective, as if I’m always looking through a zoom lens.
I’m drawn to the details, whether I’m behind a camera capturing the graphic nature of the city through my photography at urbanblur.com, or working as a Creative Director where I shape a brand’s story from its earliest idea all the way to a broadcast TV spot.
I can happily geek out over corporate brand books, Pantone’s Color of the Year, typography, and the tactile experience of different paper stocks. At the same time, I love diving into new and innovative technology tools that continually refine how I bring ideas to life. No matter the medium, I never want to stop creating. It fuels who I am.
Start A Skip is simply an extension of that creative drive.
What was your favorite childhood memory?
When I was nine years old, my dad’s job took our family overseas for several years. It gave us the opportunity to travel extensively throughout Europe and opened my eyes to different cultures, ways of life, and a much broader view of the world.
One summer, we spent several weeks in the countryside of what is now Czechia. We stayed in a home that had once been an old grain mill, powered by a stream that flowed directly beneath the house. If you’re familiar with Pippi Longstocking, it felt very much like that. Each morning, we opened the shutters to find one of the horses on the property poking its head through the window.
Our days were spent entirely outdoors, swimming in the creek, sliding down moss-covered hills, climbing small waterfalls, catching frogs, and picking blueberries. When we grew cold or tired, we would head inside and lie on a bed built over the open wood-burning oven in the kitchen to warm ourselves.
It was a magical time and one that deeply nurtured my love of nature, shaping the way I still experience the world today.
Pricing:
- Skip It Forward $42.99
- Start A Skip Keepsake $45.99
- 365 Days of Kindness $39.99
Contact Info:
- Website: https://startaskip.com
- Instagram: https://www.instagram.com/startaskip/
- Facebook: https://www.facebook.com/startaskip
- LinkedIn: https://www.linkedin.com/company/start-a-skip/
Image Credits
Sandra Erdtmann
