Interview with Melissa Ventosa Martin of Old Stone Trade

This month, I am delighted to interview Melissa Ventosa Martin, founder of Old Stone Trade (OST), a gorgeous brand elevating artisanal apparel and accessories to another level. She is paving a new way for artisanal goods to be presented as luxury items. Throughout our conversation, we dive into her founding story and learn more about the unique niche she is helping to spearhead.

Could you tell us about your background and what led you to found Old Stone Trade? 

I spent 20 years in fashion, working for magazines and editorials such as T, Departures, and Travel + Leisure, so I have always loved seeing style through the lens of travel and culture. As I progressed in my career, I really shifted away from the fast-paced trend cycles – I got a little tired of it. I noticed that the pieces I returned to the most - the things I cherished—were often passed down from a family member or purchased from a small atelier. My grandmother is from Scotland, and I adored her Scottish kilts and sweaters, along with my mom's hand-embroidered denim jacket. I also have fond memories of going to Atelier Bomba in Rome and ordering one of their dresses – it was custom-made, hand-tailored, and such a treat to receive. Those were the things I wanted to keep investing in— pieces that were worth holding on to and passing down.

During the pandemic, I was working at Departures. We moved into an old farmhouse in upstate New York and this idea to start Old Stone Trade was percolating. I was frustrated that there wasn’t an outlet where I could find such pieces in a curated space. Then Departures closed and I didn’t miss a beat. OST formed quite naturally. 

Tell us a bit about your experience working with artisans and how you develop relationships with expert craftspeople. 

Throughout my travels and work trips, whenever I visited a place, I would always research what that location was known for. For example, when I went to Argentina, I knew I had to get boots made there – discovering the craftsmen that the region was and is known for. There's something so special about researching the craft history and traditions of a place. That is how I started discovering these artisans.

My grandparents also raised me, so I have always been drawn to things that are passed on and a bit old-fashioned.

Could you tell us about the inspiration behind your new American Made Collection?

Each edition for Old Stone Trade is organized around a theme – this one came about in a very slow, natural way. I relocated upstate, and a friend told me about some nuns who have a nearby farm where they raise cashmere goats. Having gone to Catholic school, I was really drawn to this story. I was basically stalking this nun for many months, talking to her on the phone and over email before finally meeting her at a local fair. It was there that I also met another woman Christine Hulse who, along with her partner Heidi Dickens, founded founded an organization that helps American cashmere goat farmers wash, card, and spin the fiber into something they can sell. I saw a lot of local opportunities. I began meeting with a local weaver and textile historian and was inspired by the idea of working more locally, so this is where the idea of focusing on the US came from. It just developed more naturally – exploring in my own backyard. From there, it grew.

For each capsule, I tend to start with those timeless pieces that evoke this place or theme— the uniform. For the American edition, I knew I was on the hunt to find authentic Cowichan sweaters, a kind of "Big Lebowski" sweater, and wanted to ensure the sweater was being made by the actual knitter. Then, I knew there would be a cowboy boot. It's all a hunt.

What would you say are the marketing strategies that have led to the greatest return on your investment in them?  

I found it important to know the story you want to tell. Each of the artisans or ateliers that I work with have an interesting story as well. Growing a brand means figuring out what makes you unique, knowing your story, and telling it well. 

Regarding marketing, as a small business, investing in photo shoots is a big expense, but it is so well worth it. I don’t do a ton – but it’s essential and just adds to the overall story. Imagery creates that world. It’s important to find a photographer who can help create your world – it should be instantly recognizable.

For those looking to get their stories and brands out there, what advice do you have? 

The more personal a story you can get out there, the better. The risk when working with PR agencies and creating press releases is that the story gets lost. I think it's best to set up coffee or tea with someone who works for such an agency and say, "Hey, listen, I have this great story..." Make a personal connection, if possible.

That's also the advantage of social media; it's just so much more democratic. You can message an editor and it's okay.

I see you have hosted many trunk shows. Has this been a successful model and something that you foresee doing more of?

Definitely. This has been a game changer for us - giving customers a chance to have face time and to see the fabrics firsthand. I am trying to do this more consistently. 

What collaboration are you most proud of?

I have a close connection with our kilt maker named Andrea Chappell. Andrea, the kilt maker, came on to OST at launch; she was one of the first people I started to work with. She loves the brand, and we have a lovely partnership. For the new collection, it's a mix. I am so proud that I am now working with Glenn Liburd of Glenn’s Denim – he's an artisan who's been in the field for over 20 years – and I’m really excited about Holly Henry, who is a bookmaker in Colorado. There aren’t many female cowboy boot makers and I’m thrilled to see her get her start after years of apprenticeship work. 

Your design sense is exquisite. What are your biggest influences in terms of style? 

I've been inspired by what I'm building – looking at the origins of some brands, for example, Ferragamo, Dior, Hermes – how they started with dedication to handmade and craft. A return to focus.

I'm also a fan and friend of Angel Chang – she has done such important work, building a new category of handmade, zero carbon. A real mission-focused brand.

Where are you dreaming of traveling next? 

For fun – I’m dying to go to Greece. I also keep wanting to go to Santa Fe for the market. Xtant in Mallorca is also on my list. For business – it’s endless. So many places. 

What is something you wish you had known when you first got started? 

Communication is so important with both the artisans and the client. Especially with handmade items, it's really important to understand and make clear upfront what the expectations are—what you are both willing to do—the time, the process. To have an open dialogue.

It feels like what you’re creating is a new luxury brand within the artisan sector. Do you agree?

Absolutely. But OST is more than a brand— its a platform for artisans and ateliers around the world to showcase their work and connect with clients. It’s so important that customers know how much time and work go into these pieces. It is a luxury product. It doesn’t have the branding and marketing like the fashion houses, but I feel really good about the mission. We get a little pushback about the price, but this is about communication. You have to educate people about why things cost what they do. Customers should be part of the process. 

For more info: https://www.oldstonetrade.com/