Interested in starting your own entrepreneurial journey in crystals and minerals but unsure what to expect? Then read up on our interview with Kelly Rose Sarno, Founder of KRS & Co., Inc., located in Middleton, MA, USA.

What's your business, and who are your customers?

My business is Declan's Mining Co. we make mining buckets filled with crystals, minerals, and fossils to create the mining experience at home. We cater to all ages and lifestyles.

Tell us about yourself

My name is Kelly Rose Sarno, and I am the owner and founder of Declan's Mining Co. I've been sharing my life online for the last decade and working hard to create a legacy for my two sons, Declan and Everett. I married my high school sweetheart, 10 years ago, and we created our life together in our home state of Massachusetts. Declan's Mining Co. was born at the height of the pandemic in 2020. My son had a love of mining for crystals and fossils from our typical family vacations. In the year 2020, everything was shut down, so we decided to make our own mining experience at home. Once we shared it online, friends and family asked us to make them for them! Before we knew it, we had a tiny business selling mining buckets so that everyone could enjoy an activity at home or over Zoom with friends. We made our first bucket in June 2020 and didn't put it on TikTok until March 2021. The second video we ever posted went VIRAL! We sold 1,000 buckets overnight and have been chasing the craziness ever since.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is creating an environment where people feel safe in. We now have nine employees, all women, and mothers. It brings me immense pride and joy knowing that what I created is helping these women and their families thrive.

What's one of the hardest things that comes with being a business owner?

Consistency and being vulnerable. One of the biggest challenges of being a business owner is showing up every single day and putting your life and dreams on display for the world to see and judge. When you are a small business owner, your biggest goal is to connect to your audience, and the best way, I think, to do that is to let them into your space a little bit more. Being open and letting the world in to see something that you are so passionate about is a scary thing, but once you can embrace the scare, magic happens.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  • My biggest piece of advice for aspiring entrepreneurs is to trust your gut. You are never going to know everything, and being done is better than perfect. I always say, learn as you go, don't learn, and then go. Otherwise, you are going to spend too much time overthinking things.
  • Entrepreneurs have a special way of operating, and often times we are told that we dream too big or think too grand. I say, forget them! GO. FOR. IT. There isn't such a thing as failure when you are willing to learn from your mistakes and keep growing. If no one tells you this, just know that I'm proud of you for even trying!

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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