There’s no denying the strength of mother-daughter relationships. When that bond becomes a professional collaboration, it creates a unique business dynamic. Mothers offer wisdom and experience, acting as mentors and supporters. Daughters bring fresh perspectives and the drive of a new generation. Avani Rupa, Stone Hollow Farmstead, and PopJoy are local mother-daughter business duos that have harnessed this powerful combination and channeled it as a recipe for success.
Just as you might be, we were curious to learn more about their origin stories, creative processes, and how they navigate healthy boundaries between their personal and professional roles. We wanted to know the burning question, “What is it REALLY like to work as a mother-daughter team?”
Avani Rupa Fine Jewelers creates exquisite custom jewelry, each piece reflecting a mix of modern style with whispers of inspiration from their Indian heritage. Their designs feature vibrant gemstones and handcrafted metals meticulously sourced and selected for their customer’s unique vision. Rest assured, this is not your average jeweler. A brief scroll through the website or a stroll through their Mountain Brook showroom and you’ll see what we mean. Avani Rupa offers customers everyday opulence. These one-of-a-kind pieces are not flashy or loud, but they absolutely make a statement.
Mother Rupa began designing jewelry around the time daughter Avani was in middle school. What started as a small side hobby quickly became a viable business. But more importantly, after years of being a devoted daughter, sibling, mother, and wife, this was something Rupa could call her own.
Rupa had to leave school at age 16. She got her GED while helping raise her sisters and supporting the family. After marriage, Rupa’s focus shifted to raising children–being able to stay home with them is something she is deeply grateful for. As the kids got older, she found herself not only dabbling in jewelry design but also hosting unofficial jewelry shows in the family basement. The demand for Rupa’s designs continued to grow, as did her desire to start a business. So she did. At age 40, Rupa officially founded the company that would become a family legacy.
“Seeing Mom put her mind to something majorly influenced me. She taught me to be confident and trust myself not by telling me what to do, but by showing me how through her journey,” says Avani as she considers the impact of her mom starting a business in her 40s.
Although inspired, Avani was not initially inclined to join her mother in business. She had always planned to pursue a medical career, but things shifted the summer after high school when she worked with Rupa to create inventory systems and help streamline the business. Avani recalls thinking, “I want to do what mom does.” Rupa replies, “I always said, ‘Do something that makes you happy.’ I never pressured her, but I was glad to see her take an interest. Avani is a natural with jewelry design, and I’m very proud.”
After graduating from Birmingham Southern College with her B.S in Accounting, Avani headed to California to attend the Gemological Institute of America (GIA), where she earned a diploma in the GIA Graduate Gemologist, Jewelry Design, and CAD/CAM programs. With esteemed credentials, she returned home, joining Rupa as co-owner of Avani Rupa. She quickly injected her energy into the business, initiating changes like moving the storefront location, modernizing the showroom aesthetics, and creating more efficient systems. Rupa smiles and shares, “I LOVE Avani’s systems. She’s made my life so much simpler and, in turn, more enjoyable.”
Their roles have shifted throughout their partnership to meet the many phases of life and business. These days, Rupa is less involved with the day-to-day tasks, opting to spend more time with her grandkids. They continue to co-create on the in-store lines, including their custom signature line. These lines, usually comprised of 8-12 pieces, are unique everyday wear designs infused with Indian flare.
Avani’s primary focus is on the custom design process. She emphasizes the importance of truly getting to know a customer and their tastes, whether designing engagement and bridal sets, repurposing family heirlooms, or creating a statement bangle bursting with color. When clients arrive with a Pinterest board of ideas, she reminds them, “You can express your personality in this piece of jewelry,” and encourages them to go beyond current trends. She guides the process from creative conception to completion, handling everything from initial sketches to sourcing the perfect gemstones.
The mutual respect this mother-daughter team has is palpable. “We are lucky we never argue about work—but we occasionally bicker in our home life,” Avani says as she and Rupa lock eyes and smile at the truth of the statement. They cite being open-minded, comfortable with constructive criticism, and giving each other creative space as key ingredients in creating a successful working dynamic. Photos of Avani Rupa by Mary Fehr.
Stone Hollow Farmstead
Stone Hollow Farmstead is a mother-daughter-owned and operated 80-acre farm in Shelby County specializing in botanicals, cosmetic extracts, and cosmeceuticals. Those familiar with the Pepper Place storefront will recognize skincare products, farm-fresh cocktail mixers, and thoughtfully curated gift boxes. Over the years, the business has taken many forms, but every Stone Hollow endeavor is rooted in a love for the land and a deep family history of entrepreneurship.
After years of running a successful spa, Deborah Stone sold her business and shifted focus to the farm. In 1999, she established Stone Hollow Farmstead with her daughter, Alexandra (Alex), by her side. Deborah recalls the early years of working together as a team, “We both fully committed ourselves to the farm until Alex left for college. She has been part of this journey from a very young age.” Much like her mother, Alex is an entrepreneur at heart. While she envisioned running a business one day, she did not initially plan to co-run the family business. Alex left Birmingham to pave her future in New York and California, with dreams of creating her own makeup line.
After studying product development at the Fashion Design Institute in California, Alex explains, “The journey of life brought me back to the farm, and when it did, I rediscovered my passion for nature and creating.” Resettling into her southern roots, Alexandra joined her mom full-time on the farm, and the business came further into focus. Deborah elaborates on their growth, “Since Alex came on board, Stone Hollow has become more cohesive. The worlds I’d known–spa, skincare, and farming–didn’t fully align. Alex managed to unify these aspects under one umbrella, clarifying our vision.”
Deborah had started to explore utilizing their crops for less conventional, more creative uses. Her curiosity led the duo to the West Coast to learn the art of distillation, which became the foundation for their apothecary lines, Botanikō and Farmstead Laboratories. They describe the lines as the meeting point of science and nature–true farm-to-bottle products like facial serums, wellness tinctures, and luxurious body oils. On a deeper level, the lines are where Deborah and Alex merged their unique skill sets, solidifying their professional relationship and future growth.
With their apothecary lines thriving, they began to develop their flower farming skills, with a specific interest in growing dahlias. It may seem they have plenty to juggle, but Alex explains, “Everything on a farm is seasonal, so you have to have different things coming in at different times of year to keep financial momentum.” As Alex’s grandmother and great-grandmother were avid flower gardeners, flowers are also part of the family history. In fact, the irises grown at Stone Hollow were transplanted from her grandmother's property.
In 2016, the pair attended a flower farming workshop at Floret, a small, prestigious farm in Washington state. The challenge was bringing that information back to Alabama–an entirely different climate. Alex shares the heartbreak experienced after losing their first crop of dahlias, “we’re both pretty resilient, but mom is more so. I love that about her and strive to be more like her in that way.” After years of trial and error, Deborah and Alex’s dahlias are thriving; in 2023 Stone Hollow began shipping them nationwide. Stone Hollow Farmstead photos courtesy of Stone Hollow.
PopJoy Studio
Donna and Ginger launched their business, PopJoy Studio, as an artistic collaboration blending history, architecture, and nature. PopJoy is the meeting point of their creative endeavors as artists and offers various products, from stationary and candles to silk scarves and ceramic pieces. While both women could be considered Artists with a capital A, Donna focuses on vibrant paintings and textile designs, while her daughter, Ginger, is inspired to work with ceramics.
A unifying aspect of the duo’s creations is the love of storytelling. Donna has always enjoyed discovering the histories of old homes and buildings, as well as antique textiles and furniture. When Ginger was a little girl, she and Donna explored historic homes and antique shops all over the southeast, learning the stories of the south. Ginger also recalls her grandmother as a beautiful storyteller and shares how that influenced PopJoy’s desire to create pieces that hold meaningful narratives, stating, “Everything we create is weaving in and out of periods, architecture, the beauty of the natural world.” Their candle line is the perfect example. Names like Baroque Lemon and Lanai Cucumber use natural scents that match the architectural period that inspired the candle.
Talking with Donna and Ginger feels like sitting down with modern-day Gilmore Girls. When asked about their relationship, Ginger explains, “My whole existence is our passions—everything about Mom is infused into my art. I have a connection with her that most don't. It’s rare. It’s special.” Donna beams with pride and confesses she always dreamed of them working together but had to let Ginger find her own path.
Donna shares, “When she told me finally she was going to join me in business, I was ecstatic.” Donna had been making beautiful note cards while Ginger was creating ceramic pieces. They laugh as they remember the first collaboration, essentially gluing each of their creations together. They have since moved beyond glue and expanded their collaborations and their bond. Donna describes their working dynamic as “having four eyes in the same realm. We have an understanding with each other that elevates our art and our relationship.” PopJoy photos by Caley Ellenburg.
