Episode Summary
In this episode of Emerging Founders, Manav sits down with Adelle Archer, founder and CEO of Eternova, a company transforming the way we honor and remember loved ones by turning their ashes into memorial diamonds. The conversation explores Adelle’s personal journey that led her to start Eternova, the company’s impact on the end-of-life industry, and lessons in entrepreneurship, brand-building, and personal growth.
Transcript
Manav [00:00:00]:
Ladies and gentlemen, welcome to another episode of Emerging Founders with Manaf. I'm your host, Manaf. And today we have a founder who's revolutionizing the way we honor and remember our loved ones by turning their remains into diamonds. You heard me right, I said diamonds. After losing her dear friend and mentor, she struggled to find a truly meaningful way to keep her memory alive. Then, in a seemingly random conversation with a diamond scientist, she had what she calls a soul speaking moment. The realization that loss could be transformed into something beautiful and enduring. That moment led to the creation of the company Eternova. Her groundbreaking approach has not only touched millions of lives, but has also attracted investment from Mark Cuban on Shark Tank. But beyond the funding and the headlines, what's truly remarkable in my opinion is how she's built a process that helps people grieve better, bringing comfort, meaning, and celebration to the end of life space. Please join me in welcoming Adele Archer to the show.
Adelle Archer [00:01:07]:
Thank you. Great intro.
Manav [00:01:10]:
So I want to start at a point where I saw that you've been working on this idea for eight years and I have to say congratulations.
Adelle Archer [00:01:18]:
Thank you.
Manav [00:01:18]:
A lot of entrepreneurs just dream of their businesses lasting such a long time. And it's a rare thing because people like, either they sell their businesses or something happens or they, they jump from an idea to idea, but what stuck?
Adelle Archer [00:01:32]:
Yeah, I think I'm really grateful that I found something that I. We talk about founder market fit. What's the business you're supposed to go build based on who you are and how you're wired. And I think that we really found our founder market fit. And it's a space that is just so energizing to want to go innovate and reinvent the end of life space because there's just still so much to do. It's a blue ocean. And I think families deserve great experiences. They deserve beautiful celebratory options. And frankly, we're just getting started. We're category creating. I think it's a different go to market motion than most companies tapping into an existing pool of demand. So category creation takes some time, but it's really where you see that kind of reinvention of an industry because of the work that companies put into it.
Manav [00:02:18]:
Okay, I do want to put you in the position a little bit and get a little hot take from you on the disruption that's happening in the natural diamond industry industry. And it's an obvious thing that lab grown diamonds are going to go more mainstream, not only because they're financially better, but also it's Ethically sourced?
Adelle Archer [00:02:36]:
Yeah, totally.
Manav [00:02:37]:
What's your take on the future of that?
Adelle Archer [00:02:40]:
I would say while we don't view ourselves as a diamond company, like we're very much an end of life company and like our families are grievers, not somebody shopping for a diamond. Our supply chains obviously has crossover, so we do watch that space and kind of look at what's going on there. And yeah, I think it's just having a reckoning. It was something that there was so much concentration of power for a very long time in the natural industry. And it's been cool to see the new entrants come in and to see just an elevation of experience. Like the quality of diamond is better today, the sustainability, the transparency and then like even the price as well. And yeah, I think that's just going to continue to happen and it's more of a diversification of power, if you will, in that space. I think what is very different between us and that industry though is we're really, it's very bespoke our process. So we grow one diamond at a time. We're doing it from a personal carbon source of somebody that you really love. We're doing it like at our facility in Texas or our facility in Germany. So for our families, they're like, what is a really beautiful and meaningful way I can honor my person? Do I want to pay thousands of dollars for a casket that goes into the ground that I see one time or do I want to do something very special and bespoke and participatory like this? And we've invested a lot in having supply chains that are closer to home and places that people can really actually come and visit the lab and see it firsthand. And there's a lot more I think consideration that goes into our supply chain side versus more like mass production on the diamond side, like regular diamond production side.
Manav [00:04:16]:
So I grew up in India. We after death we usually have a lot of cremation.
Adelle Archer [00:04:20]:
Yeah.
Manav [00:04:21]:
So we burn the bodies.
Adelle Archer [00:04:22]:
Yep.
Manav [00:04:22]:
Do you know the statistics on the in us? What percentage is cremation versus like the aerial?
Adelle Archer [00:04:28]:
Yeah, it's insane. So basically we were, in 1980, the United States was 10% cremation. Today we're currently at 60% and we're pacing to be 80% by 2040.
Manav [00:04:39]:
80% cremation.
Adelle Archer [00:04:41]:
So it's just like this massive macro trend that's happening and I think it's really a reflection of a consumer's just like the way they're experiencing end of life these days. I don't really Want to do what was always like prescribed by tradition. They're like, I want something that feels like personal and special and suited to my dad or suited to my mom. And like more not just, oh, this is what we've always done. So I think when someone cremates, a lot of the time they're cremating because they want to divvy up ashes among different family members. Different family members can do different things. They might spread some, they might have a diamond made or have a tree made. And it just gives more optionality and allows you to have your loved one with you. And I think that's a big driver is people are so much more mobile today. A lot of people are moving cross country and they don't want to leave mom behind. And so if you can have her with you all the time, that's pretty powerful.
Manav [00:05:30]:
So I think the you're not really focused on the natural diamond industry. Again, I see this lab grown diamond industry like a very, you found a good product because it's a high price ticket item. But also I was reading somewhere that you take your customers on an eight month journey.
Adelle Archer [00:05:46]:
Correct.
Manav [00:05:47]:
And I want to know if you actually give them video updates like how, what, what does that eight month journey look like?
Adelle Archer [00:05:53]:
Yeah, I'll even start with a little bit of backstory of like how we even got there. Because when we first started, when Garrett and I were looking into this, my co founder, we thought we were going to start a regular lab grown company. So we were in the process of maybe that's going to be a business we start. And on a personal side of my life, I had my really dear friend and business mentor, as you mentioned, get sick and end up passing. So I was very much standing in the shoes of my customer today being like, okay, how do we honor Tracy and how do we do something special? I was actually told about this idea. So Eternova's not the first company to turn ashes to diamonds. This existed way before us. I would say we're very much the company that's built the market. And the scientist was like, yeah, you can do this. And I loved the idea. I'm like, I'm going to do it. And I went to go start the process and I think the thing that was just a bit of a turnoff was like everybody was really transactional with it. They were like, didn't ask who I was doing this for, didn't ask our relationship. And then importantly as I was like, how do I know her ashes are going into the diamond? How do you Prove that that it's not just a regular diamond at the end of it. Yeah. Nobody would show where their labs were. Nobody would show their process. Like, it was totally black box. And that was what made me go, gosh, like, I want to do this, but I don't feel like I can find a company right now that I really trust wholeheartedly with my person. And so that's what inspired. As we started Eternava, like day one, it was just all about transparency. We want you to know exactly what's going on, exactly where we are and what actually started, though, as an exercise of transparency. As we started taking families through it, every time we sent an update, they're like, crying and they're like, emailing it to friends and family and posting it on their social. And we're like, okay, I think we could add even more value. Why not make these updates storytelling driven and participatory? And so we learn a ton about their loved one. And then, for example, when we reveal the carbon for the first time. So you sent us ashes. We're going to go through a purification process, and under camera, we're going to be like, okay, this is your dad's carbon. Are you ready? Check it out. And we'll be speaking to them over, over the video if they want to come. We actually have our facility in Texas. People can come tour. We've even let families like, do you want to be a part of starting your loved one's diamond machine? So we just make it like we want them to be involved in it because we realize that really helps somebody through grief is when they have something positive to look forward to. That takes time because grief is definitely not done in like a handful of months. Was like, when you get a talk about your loved one a lot, you have something positive to look forward to. And it's been this drum beat. It's helping people process, it's helping people integrate. And what ends up happening is on the other side, when they get their diamond home, they've imbued it with so much meaning, you know, that they're coming out in a different place. And that's really what we're trying to accomplish, is it's not about a diamond product. If you just sent us ashes, we mail you a diamond. There was real, no emotional value that was built. So that experience is so integral, I think, to when you talk to any of our customers, they're like, this changed my relationship with grief.
Manav [00:08:55]:
And it's going to get even more and more with Gen Z and Millennials.
Adelle Archer [00:08:58]:
Big Time.
Manav [00:08:59]:
As they're more and more conscious customers.
Adelle Archer [00:09:00]:
Big time.
Manav [00:09:02]:
Yeah. That's incredible. Like you again, as a customer, the missing ingredient was the empathy.
Adelle Archer [00:09:09]:
Yes.
Manav [00:09:09]:
That I can see. Like in your videos. In your. When I was watching the video, I could tell, like, each person in your team was. I even saw a box with the screen and it explains the process. That was incredible.
Adelle Archer [00:09:23]:
Totally. Yeah. That's like how our families on the consumer side of our business, direct to consumer, they get a welcome kit and it's after they've talked to somebody on our team. So when they open the welcome kit for the first time, they're like blown away because they're getting a personalized video message from the person that they spoke with. That's just, hey, this is Shelly. And I'm so excited to do this for your mom. And they're like, why? This is crazy. But, yeah, I think you're totally right. Is what's been really cool to watch. We're really big across social. We've done really well. Like, I think we're approaching almost half a billion views across our content on social media.
Manav [00:09:54]:
I want to know some juicy secrets.
Adelle Archer [00:09:56]:
Yeah.
Manav [00:09:56]:
What? Have you figured out how to go viral?
Adelle Archer [00:10:00]:
Yeah, we really. We've mastered the art of virality, especially TikTok. I know.
Manav [00:10:04]:
I saw you, TikTok. Good numbers.
Adelle Archer [00:10:06]:
I know. Thank you. Yeah, we literally, we had an influencer last month. I think her unboxing video where she was opening her welcome kit, hit like 20 million views. It was.
Manav [00:10:14]:
I saw the one with this lady was showing her pony, Anisa.
Adelle Archer [00:10:20]:
Yeah.
Manav [00:10:20]:
That was incredible. I was like, oh, she's showing her pony.
Adelle Archer [00:10:23]:
Totally.
Manav [00:10:24]:
Then I actually dig some more and I found out that 40% of your revenue comes from pets. Yes.
Adelle Archer [00:10:29]:
Huh? Exactly.
Manav [00:10:30]:
But let's not change the subject.
Adelle Archer [00:10:31]:
How?
Manav [00:10:32]:
What's the formula for going viral on social media? It's not even a formula, but. Yeah, but what do people relate with?
Adelle Archer [00:10:39]:
Yeah. So, you know, it was funny when we first started, everybody's, you can't build a brand in death care. It's like way too touchy of a topic. You can't directly market to people. You're going to need to go straight to the funeral home, get white labeled. And we're like, that's just missing the whole point. That makes it transactional again. So, like, we decided, you know what? Like, I think if we do storytelling in the right way, that people are going to resonate with it. And sure enough, like, I think what we do really well is short format video storytelling. And we just sit on this, like, incredible wealth of, like, the best stories you could imagine. Because anybody becoming a diamond is not just like an average person or pet. Like, they're badass and awesome. And there's so many cool stories to even tell about how they earn the diamond. And then when their diamond comes home, getting to watch somebody, like, open the box for the first time and see their loved one's diamond. And there's tears, but it's like happy tears. And it just feel good, awesome content. And yeah, we just became really good at storytelling and just showcasing it in a really authentic way. And I think, exactly to your point, Gen Z and Millennials have such a different mindset around End of Life. I think older generations still to this day struggle a little bit talking about it, thinking about it. That's not the case for younger generations.
Manav [00:11:51]:
Make a video about it.
Adelle Archer [00:11:52]:
Yeah, they're like, oh, my gosh, this is amazing. And so often what we're seeing is it'll be a Gen Z that saw us on TikTok. They bring it to the dinner table and they're like, mom, what are we doing with Dad's ashes? Like, why are they still in the closet? Let's do this. So they're actually teaching an older generation how to be more open and okay with this kind of natural part of our life and the life cycle.
Manav [00:12:12]:
So that's so interesting. The quote, things you own end up owning you. But in this case, that's not the case, because how many items we own nowadays where people could be like, tell me a story about that.
Adelle Archer [00:12:23]:
Yeah, I know, I know. What am I going to tell you.
Manav [00:12:26]:
A story about my iPhone that was made in China? No buy. It's not a story.
Adelle Archer [00:12:30]:
Exactly.
Manav [00:12:30]:
So I think missing more and more, it's not about the value. It's the sentimental value.
Adelle Archer [00:12:35]:
It is, absolutely.
Manav [00:12:36]:
It's the dollar amount.
Adelle Archer [00:12:37]:
And I think that actually ties really well into this idea of. There's a wonderful grief therapist, David Kessler. He developed the five stages of grief, so we all know about those. He actually then lost his little boy, and he went through it very acutely himself. And he realized there's actually this optional six stage of grief that's on offer for all of us after you go through the five, which is making meaning in the wake of loss. And I think that's what we've really realized is, like, through our experience and then through being able to give people really cool, like, guided experiences to personalize their diamond. So we'll talk to them about, what color are you going to do that would remind you of your person. They'll be like, my dad had these piercing blue eyes. Sounds like he's a blue diamond. Or my grandma was the yellow rose of Texas. So we're doing a yellow. And then we have jewelry designers on staff that like as they get to know more of the loved one's story, they're like, your mom loved the ocean. Why don't we incorporate like a wave this way? And then she had this radiant personality. So I'm gonna put some rays of sunshine here or one of my favorites, this girl, she would always watch Star Trek for her dad. So they had to put the. Oh gosh, what's it called? The badge. The, it's like a, it's a Star Trek reference, but essentially the communicator badge. So she made this platinum communicator badge with her dad's diamond in it and that was like the necklace she did. So there's just to your point, such a story that gets to go with the piece because it does become an heirloom. They're going to pass it down to their kids and be able to tell them that story and yeah, have it be a container immune.
Manav [00:14:02]:
I had the Wildfire in la and usually at the moments of disaster you can tell what people truly care about.
Adelle Archer [00:14:08]:
Yeah, totally.
Manav [00:14:09]:
Like when they're like, their house is burning down but they're like, what do I grab for the photos or the pendant? Like things that will stand out totally. Quick question about the eight month process. Does it take so long?
Adelle Archer [00:14:21]:
Yeah, basically like we're doing every stage individually for a family as they're going through the process. We're not batch producing a bunch of diamonds. We're growing your loved one's singular diamond in our diamond machine at once. We're inspecting their diamond one at a time. So it's really about like the bespoke nature of ensuring that there's 100% chain of custody that you only work on one individual at a time. You don't want to be an environment where you've got a bunch of diamonds that could get mixed up. So it's like very excellent in that sense. And then yeah, I mean there's a lot of stages to it. You go from ashes to carbon, then you do carbon refinement, then you do diamond growth to a rough diamond. We hand cut all of our diamonds. If you want to color, we'll do a coloration process, then grading and certification, authenticating. Not only it's a real diamond, but it's made from a personal car carbon source. Then design of the jewelry piece if you want something custom. So that's like the whole end to end, which is a bit different than if you were just growing like kind of mass producing a bunch of diamonds and selling whatever you can get at a market value.
Manav [00:15:24]:
So yeah, that's incredible. I don't want to go too much into the Shark Tank story. Harry thoughts about it earlier, but one thing I want to ask you about Shark Tank is the leading up to it.
Adelle Archer [00:15:34]:
Yeah.
Manav [00:15:35]:
And the kind of exposure people get. Because people watching this might be interested in going to Shark Tank one day.
Adelle Archer [00:15:40]:
Totally.
Manav [00:15:41]:
And I just want them to be prepared like what to expect and what kind of exposure they'll be getting after.
Adelle Archer [00:15:47]:
Totally. Well, I think it's interesting because I actually would temper my response based on who's what your business model is. I think it was highly positive for us. But we're a really interesting and unique product that people remember and are like, oh my God, that company that was on Shark Tank, you know, still to this day it's amazing. Like I'll look at our Google reviews and I'm just like, like it, it hits that. You're like this person said that they were watching Shark Tank with their significant other and they had a conversation about it at the time. And then one of the people passed and they're like, I know what to do now. Because we watched that episode. Yeah. And I've seen that time and time again and that's just so powerful. I just did some customer research actually. We surveyed customers over the last three years and it was something like 15% of our customers originally heard about us on Shark Tank and so that was just like amazing. But I think because we're so word of mouth driven, we have that kind of like effect. Whereas I think if you were a CPG product that potentially doesn't have as quite as much of that. Oh my God, I need to talk about this at the dinner table tonight.
Manav [00:16:49]:
And also for context, the episode came out six years ago.
Adelle Archer [00:16:52]:
Yeah. 2019. It's crazy.
Manav [00:16:54]:
It's a long time.
Adelle Archer [00:16:55]:
It's been a long. Yeah. It blows my mind like actually how impactful that was for us. But yeah, I think every deal, like you should also just look at the deal economics and make sure you're not giving like a third of your company away. Yes, you'll get exposure, but be mindful of the equity you give up.
Manav [00:17:09]:
One more incredible thing for people watching, I just finished this audiobook by Tony Robbins.
Adelle Archer [00:17:14]:
Yeah.
Manav [00:17:15]:
The Unleash the Power Within.
Adelle Archer [00:17:16]:
I love him and I Was telling.
Manav [00:17:17]:
Everyone, listen to this book, listen to this audiobook. And then I think two days ago I went on your Instagram.
Adelle Archer [00:17:22]:
Yeah.
Manav [00:17:22]:
The first video I saw was Tony Robbins, like following you guys, like he called you out. How did that happen?
Adelle Archer [00:17:28]:
Yeah, so we've actually become good friends with Tony. Yeah. So it's very cool. I've done a lot of Tony. I've done all of his events, like all the seminars. Big Tony fan. And so his team actually discovered us through just a testimonial video we did at his Business Mastery. Then they flew out and they did like a whole kind of documentary style story on Eternova. And so that was like earlier last year we got pulled into one of his biggest kind of free events. I think there was like a hundred thousand people tuned in and he closed the entire event with a turn of the story. And he was crying and we were crying and it was like a five minute thing. And then he actually reached out and he was like, hey, I have a family that I'd actually really love to give some diamonds to. The wife had lost her husband and they were doing some business projects together. He gifted $50,000 of diamonds to this family, which was just like speaks so much to his character and how incredible.
Manav [00:18:21]:
He has done a lot in terms of donation, like feeding the family. I feed a lot of families every year.
Adelle Archer [00:18:27]:
It's insane. And so they're actively a customer right now and getting to experience the process firsthand. And then something I'm very excited about actually we're announcing this week is and ties back to what you were talking about earlier is we're actually going to be co launching a campaign together to support families who lost their homes in la because we can actually make diamonds from the wood in a home and families in Los Angeles can nominate families to potentially have a diamond made. And then we're going to pick three families and he's actually going to present it to them at the next upw. Unleash the Power Within. That's in March. So. Yeah.
Manav [00:19:03]:
Oh my God.
Adelle Archer [00:19:04]:
Yeah, I'm really excited for that. I just. Yeah, I mean he's. I think that so much of our heart as a company is philanthropy. And how can we give back at a time of somebody's darkest hour that you can have some brightness and some meaning and some hope that's created. And so I just think there's like such alignment between us in that way that's Tony through and through.
Manav [00:19:23]:
So I see this company like it can go in so many directions. Yeah, you can Go into different products. It can go like international, like, wow, what's the next revision for Eternava? How are you going to scale this?
Adelle Archer [00:19:36]:
Yeah, so, you know, I think one of the most powerful lessons a founder can learn as you grow is like focus. I think to your point, like, it's cool that our company could be so many different potential things, but complexity is the enemy of greatness. And so I think that's something we've been really intentional about in this last year is realizing if we just really focus on having a beautiful, like driving adoption of the Eternova Memorial diamond experience for us, like, we literally only need to serve about like 07% of families to get to a hundred million in top line revenue. And as you go to market through the funeral home channel especially, it's a very kind of predictable, scalable channel that I just, I look forward to them having it newer and like more celebratory options that they're offering families because I think a lot of families go to a funeral home and they're like, I'm not seeing what I really want for my loved one here. So I think that's really where we get to go out. A ton of value is, is being widely distributed across funeral homes here in the United States, really driving to a large kind of enterprise size. And then I think you have the option of, do you start launching some other product lines with your distribution channels. There's definitely a huge opportunity internationally, so that's very exciting as well. And yeah, I think in the next couple of years you'll see like where we start to expand from there. But I do think like the power is in, don't do it too soon. Like really focus and really show the excellence and the execution in one channel. Before you try and balloon too quick.
Manav [00:21:03]:
I want to ask you about the funeral industry because it's such a black box for me. I wouldn't even know anything like if something happened to, God forbid, but I wouldn't even know who to call, where to go. That industry is such a necessary, like kind of thing. If it happens. Yeah, you figure it out.
Adelle Archer [00:21:22]:
Totally. Absolutely.
Manav [00:21:23]:
How do, how does, yeah, how does that work for especially younger audiences? Yeah, how will your partnership with the funeral homes, like, how does that work?
Adelle Archer [00:21:32]:
Yeah, totally. So I like, man, I so agree with you. Like my encouragement to anybody that's listening is figure a number of things out. Like first do the basic kind of like audit with your family, so let's say with your parents, if you're me. I just realized I was like man, if one of my parents passed away tomorrow, I would have no idea where any of their accounts are, their logins, their, who do I contact to turn off their recurring bill, Pay my dad's investment in oil and gas in Alaska. How the heck would I get in touch with them to like manage that? So that's a whole kind of track of work that you don't want to be caught off guard. It can be very painful, very messy and super laborious versus if you just sat down for a weekend and inventoried everything and talked about it. So I think that's step one and then step two is really do know like your ecosystem. I think a lot of people, there's some wonderful funeral homes out there. Like I have been so blown away as I've gotten into this industry. Like most funeral directors are just like these lovely service oriented people that just want to, they really care and they want to give back. But at the same time, like this is also an industry that like trust is the currency. Like you want to make sure you're only ever working with high integrity companies. So I would say do the research ahead of time in your local area and know what funeral homes exist and where you would want to work and go read the reviews ahead of time. Because when you're actually like in grief, it's called grief brain and you get this like incredible brain fog. You like are barely processing what's going on and so you know you're not going to want to read a bunch of reviews and figure that all out. Like in that moment. It's better to have that stuff coordinated. Those would be two pieces of advice I have. And then also talk to your loved one. There's so many people, it breaks my heart that I like talk to and they're like, I really want to do this for my dad. But we never talked about it and I feel conflicted. Would he like it? Would he not? Like he always joked about putting him in a box in a ditch somewhere. Like a lot of especially men I think can be flipping and think it's funny, but then they don't realize the anxiety that creates on the other side for the family member left guessing. So I think that was what was so cool about Shark Tank is like it organically facilitated that conversation with people and they had such a better experience being like, I want to do this. My mom blessed it. My mom loved the idea and I just feel good about doing this going forward. So I'm like, I just wish more people would have that conversation and also know the person Left behind is a stakeholder too. It's not just about what you want. It's what did they need to grieve you when you're gone. So, yeah, that would be some of what I would suggest.
Manav [00:24:02]:
You make everything sound so easy.
Adelle Archer [00:24:05]:
Thank you.
Manav [00:24:07]:
You're incredible.
Adelle Archer [00:24:08]:
Thanks.
Manav [00:24:08]:
So one last question I had about return of like, I read that your last round was like oversubscribed.
Adelle Archer [00:24:14]:
Yeah.
Manav [00:24:14]:
And you've raised money. Not even from incredible investors. Also investors who were like ex founders of great companies. I just want you to share some tips about fundraising outside shark tank.
Adelle Archer [00:24:28]:
Yeah.
Manav [00:24:28]:
Like how have you been so good at it? I get that you've built an incredible business, but you've done something right in communicating that.
Adelle Archer [00:24:36]:
Yeah, 100%. Gosh. I do think like building, building your network is important, but like being strategic with your networking. I think exactly to your point, that was something that early on I just, I really did try and like know the community of founders within Austin and a lot of the time it was like having one founder introduce me to another one and just like picking their brain on something, getting their thoughts before then saying, hey, by the way, I'm not raising a round and would you be interested in participating? So I think starting with I do. I really think that was something we did well, was like get a ton of founders on the cap table early on in your angel rounds. Because then they have insane networks when you get to your seed or your series A, that they are credible. If Andy Dunn from Bonobos makes an intro, people listen. They're like, oh, Andy likes his founder cool. Or Kendra Scott. Yeah, totally. And so I think that's another insight is like, honestly, don't ever do a cold outreach. Don't, with all respect and love to associates, investors, like I do, try and get as high up the food chain as I can from a credible investor, credible founder introing me in. Because I think especially we're a company that like, frankly is nobody's thesis. We're always going to be an out of thesis bet that they're making. So I'm like, I need to get all the way up to where somebody who has the authority to make that call is. Hearing the pitch firsthand is, wow, this is more than I thought, actually. I see the vision here and they can rally the internal alignment to get a bigger check in.
Manav [00:26:04]:
That's some great advice. Yeah, I think I'm gonna follow that.
Adelle Archer [00:26:06]:
You should. Yeah. Heck yeah.
Manav [00:26:09]:
I wanna segue that into outside the company. In your personal life.
Adelle Archer [00:26:12]:
Yeah.
Manav [00:26:13]:
What has been something you've Been obsessed about. I know we touched a little bit on the health side.
Adelle Archer [00:26:17]:
Yeah.
Manav [00:26:18]:
And Adele told me about Cassie and Casey and Cali Means. So I went down there to Rabbit Hole.
Adelle Archer [00:26:25]:
I listened to Fascinating. Right.
Manav [00:26:26]:
With Logan and then I bonded her audiobook. Good energy.
Adelle Archer [00:26:31]:
Yep, yep.
Manav [00:26:31]:
I'm going down her rabbit hole right now.
Adelle Archer [00:26:33]:
Oh, I love it. Amazing.
Manav [00:26:34]:
But tell me more about what have you been curious about outside and, like, some things you've been observing in, like, your life?
Adelle Archer [00:26:41]:
Yeah, great question.
Manav [00:26:43]:
Like, health wise, we can just talk about health.
Adelle Archer [00:26:45]:
It's interesting is I actually feel like I'm a total noob at this area. I don't know what I'm doing or what I think it's just such a. I think we're in a moment in time right now where there has been a concentration of information and I would count myself into that group of young, younger people that's skeptical of traditional media and the information that's been shared. And I think, you know, just looking at things like after I listened to that podcast with the means, it was just like, man, the rate at which cancer is increasing and microplastics is like such an issue and nobody's talking about it and. But there's starting to be this, like, cool groundswell of people talking about it, mostly in a podcast ecosystem that it's just getting me curious. I'm like, and I think too, a big catalyst for this. Speaking of people that watch Shark Tank, I had a very little bit of a wake up call two weeks ago where a friend from high school reached out and he's, hey, this guy we went to high school with is actually in hospice and soon to pass right now, and he's 33 years old. My husband used to play basketball with him in high school and he had been watching our Shark Tank episode. So he actually told his wife about this. And so we're going to be honoring him. But I was like, how did a 33 year old get stage 4 bile duct cancer? And it just is. I'm hearing it more and more. And so I just, I feel protective of, like, my husband and my little brother. And like myself, I'm like, I don't want that for my family. So what do I need to know and what do I need to think about? And I have a wonderful EO forum. It's like other entrepreneurs I meet with on a monthly basis and we've been together seven years and all of them are doing like the full body health scans, the Gemini when we're, I'm like, okay, I need to get on this train. What am I doing? Yeah. I'm never gonna be that intense. But ye.
Manav [00:28:25]:
The whole spiel.
Adelle Archer [00:28:26]:
Yeah, totally. But I do think I loved what you told me you were starting to concept. Because I think that there's a need and an opportunity to democratize that information and simplify it.
Manav [00:28:36]:
Yeah.
Adelle Archer [00:28:37]:
So that if you're not somebody who's super nerdy into all that stuff, you're aware of, I don't know the difference between buying organic and inorganic products and, like, how those toxins are building up in your endocrine system over time or whatever it may be.
Manav [00:28:49]:
The biggest thing I realized was how many chemicals that are banned in the European Union are allowed in the. In America.
Adelle Archer [00:28:56]:
Yeah, totally.
Manav [00:28:57]:
So just even. Just eliminating those chemicals from your diet, from cleaning products, from your household products.
Adelle Archer [00:29:03]:
Totally.
Manav [00:29:03]:
That can make a big difference.
Adelle Archer [00:29:04]:
100.
Manav [00:29:05]:
And I think that's what I want. It's so crazy. Like, we're seeing this shift from traditional media from TV to now like, TikTok, Twitter, podcasting.
Adelle Archer [00:29:14]:
Yep, totally.
Manav [00:29:15]:
And that's why I do this.
Adelle Archer [00:29:16]:
Totally.
Manav [00:29:17]:
Conversations out.
Adelle Archer [00:29:18]:
Yeah. People are like, I think it's just a more authentic. What do people really want to hear? And. Yeah. Hear about, like, it can be so obvious when there's an agenda. And I think especially being a founder now, when you have done the TV side of things and the PR side of things, you realize, like, how much of that really is engineered.
Manav [00:29:37]:
So the name of the podcast is Emerging Founders. And I think one of the biggest challenges I've seen people face is finding a co founder.
Adelle Archer [00:29:44]:
Yeah.
Manav [00:29:45]:
And finding the right co founder.
Adelle Archer [00:29:47]:
Totally.
Manav [00:29:47]:
Having that dynamic, like, where you complement each other, you work passively. But how did you find your co founder? And like, how did you guys. What did. What was the thing that you were like? Oh, we work well together.
Adelle Archer [00:30:00]:
Yeah. Gosh. Garrett and I were lucky because we met in tech. We both worked in a B2B tech company prior to starting Eternava. And I think we just spotted each other and we're like, you're different. You've got this hustle that we would be pouring into these companies as if they were our own, whereas everybody else is like nine to five. And so I think I recognized that in him. Both of us, we ended up living together for a year, and we're like, incubating all these ideas. So there was very much that natural, like, fit, high agency. Yeah, totally. And. But I would say that's just, like, the beginning. There is, I think, co foundership probably even more than marriage. There's going to be so much stress on that relationship because you're just in a constant state of your company. Like you, you need to keep this baby alive, like getting it to survive. And there's so much pressure and intensity. And so like it's just going to stress test that relationship a lot. And so I think my biggest piece of advice beyond finding a good co founder is doing the work on the relationship first and foremost is realizing like so few of us grew up with good emotional intelligence tools. And so learning how to have difficult conversations, learning how to voice when something is not working or rubbed you the wrong way, that you have a good method to come together, share that feedback and say my request of you was this or your request of me is this. And have that trust in your container that you know how to communicate well and work as a team. And I think that's going to be some learned experience. You're going to do it wrong until you do it. Figure it out. But yeah, I would say sooner than later, like doing the personal development work and being aware that there's probably a lot you get to develop to be like really effective together.
Manav [00:31:40]:
I have a business partner and we. She. It's a we, me and her, we go along so well because usually like some people that give experience excuses or they ask for permission and we both just work and we tell each other stuff.
Adelle Archer [00:31:53]:
Yeah.
Manav [00:31:54]:
And it's so good because we get so much more done.
Adelle Archer [00:31:57]:
Yeah.
Manav [00:31:57]:
In a short period of time.
Adelle Archer [00:31:59]:
Totally.
Manav [00:31:59]:
And then on the other hand, I have had co founders where I'm like, we're not going anywhere. I'm only one working on this. This is not going anywhere. So there's a.
Adelle Archer [00:32:10]:
We use a behavioral assessment as part of our hiring process called Culture Index. Love, love, love this tool. It's probably if I look at all the investments we make as a company, this has probably been my most ROI positive and Culture Index.
Manav [00:32:22]:
Culture Index.
Adelle Archer [00:32:23]:
And it'll show how someone is innately wired. And so it's, let's say for example, like founders, there's these visionary archetypes. And so most founders, you want to see them in that range because you're like, they have drive, they've got, they're just self motivated and driven and resilient and able to juggle a number of things. So you can literally like straight up test for that. And I actually wish I knew that about that in the beginning because you can say, okay, is this person going to be complimentary to me and, or if we're truly equal co founders like 50 50. And I'm wired in a way that's like very entrepreneurial and enterprise. This person wants certainty and they want a methodical, slower pace of work and they prefer a team environment. Then you're going to be like, like dragging them along as your co founder that it's like, maybe they would be better if you, you were the sole founder of that company. You brought this person on with a nice equity stake as your first employee, potentially. So I think in the beginning, just seeing how puzzle pieces fit together before you're like, seriously giving 50% of your company away is somebody can always earn their right into becoming your co founder. If you had the original idea, like, you could totally promote them into that, but like allow them to earn the path into it too.
Manav [00:33:36]:
Yeah, like one technical and one like sales is always good.
Adelle Archer [00:33:40]:
Yeah, totally.
Manav [00:33:41]:
One person can be the operator, One person can talk to investors.
Adelle Archer [00:33:44]:
Yeah, totally.
Manav [00:33:45]:
Just two complementing skill sets.
Adelle Archer [00:33:48]:
Yeah.
Manav [00:33:48]:
Cool. I think we are, I'm like, really excited for turnover to take this, like, really global because I can see this growing in like China. I don't know. Those people are crazy about jewelry. They're a big spender.
Adelle Archer [00:34:04]:
Yep, totally.
Manav [00:34:05]:
Because that's like the luxury market.
Adelle Archer [00:34:06]:
Yeah.
Manav [00:34:07]:
Now you're going after it.
Adelle Archer [00:34:08]:
Yeah, no, absolutely. I think that there's, there's incredible opportunity in Japan and Taiwan and India. Like, literally, it's almost 100% cremation rates in all those countries. So, yeah, I get excited about that as well. I think they're also really big markets. So again, it is sequencing. But yeah, we have some international investors already, so they're like, all right, let us know we're ready.
Manav [00:34:33]:
Even mastering us can be so huge.
Adelle Archer [00:34:35]:
Yeah.
Manav [00:34:36]:
You said 0.7%, right?
Adelle Archer [00:34:37]:
0.7% is $100 million in revenue and that's just of us passings. That's not to mention that there's 200 million urns that are sitting in family homes today and all of that is addressable. So, yeah, it's a really big opportunity.
Manav [00:34:50]:
Incredible. Do this. We have 10 more minutes, so we. I'm going to do a quick little like rapid fire round.
Adelle Archer [00:34:55]:
Sure.
Manav [00:34:56]:
I do it with all my guests, Asian. And it's five questions and you can be like, you can be. You can give me short answers. You don't have to like, let me do this. Okay. What is the book you've given most as a gift and why? And what are one to three books that have changed your thinking and greatly influenced your life?
Adelle Archer [00:35:18]:
I actually give the book Radical Acceptance a Lot. Tara Brock. That book was really transformative to me in my 20s. It's. I would say it's very good for anybody that's just struggling with, like, anxiety or perfectionism. Yeah. It's just a powerful book. I would say never split the difference. That was a phenomenal one.
Manav [00:35:39]:
The Chris was Chris Voss.
Adelle Archer [00:35:41]:
Yep. 100%. That influenced me a lot. And then I would say Darren greatly by Brene Brown.
Manav [00:35:47]:
Great. Great recommendations.
Adelle Archer [00:35:49]:
Yeah.
Manav [00:35:49]:
What purchase of hundred dollars or less has most positively impacted your life in the last six months? Well, it could be anything.
Adelle Archer [00:35:56]:
Purchase of a hundred dollars or less.
Manav [00:35:58]:
Yeah. It could be a course. It could be a tech product.
Adelle Archer [00:36:01]:
Yeah. Duolingo subscription. I love languages. And just, like, reconnecting with. It's like my morning ritual now is just, like, doing, like, 15 minutes of my duo. And I love it. Yeah. It's so good.
Manav [00:36:14]:
Okay, one last question. How has a failure, apparent failure, set you up for later success? It felt like a failure in the moment, but looking back, you were like, I'm glad I went through that.
Adelle Archer [00:36:23]:
Yeah. Oh, man. I feel like we have so many of those where. Where it was just, like, more obstacles than failures, per se. But there have been times at Eternaba that I'm just like, I can't go any further. I want to give up. And I think every single time I look back at those, whether it's. It's barely making, like, the round come together, or we had our supply chain completely disappear in the very beginning, and we're just like, holy cow, we're gonna. Where are we gonna grow our diamonds? Ah. And every time, we always figured out a way and pulled through. And I think what's really powerful about that is effectively, you're building an evidence locker of what you're capable of. When you focus on the vision and you focus on. There's no way out but through, then you can stack all this evidence of being like, all right, yes, we have another obstacle. And look how many times I've already pulled it off. So let's go.
Manav [00:37:12]:
You've proved it. Eight years in the making. How. Okay, one last question. What is one. One of the best or most worthwhile investments you've ever made? It could be an investment of money.
Adelle Archer [00:37:23]:
Time, energy, personal development, hands down. Yeah, absolutely. I think I would probably tie Tony Robbins. Yeah. Dude, seriously? Tony Robbins. Date with destiny. That's, like, my favorite. It's why I'm with my husband today. Had a pretty powerful experience in one of the days that I just was like, all right, burn the boats. I'M in. I'm fully committed, and I'm so grateful for that. But, yeah, it's always the money you spend on yourself is going to come back like 100x.
Manav [00:37:49]:
So spend the money. Get the therapist now.
Adelle Archer [00:37:51]:
Yeah.
Manav [00:37:52]:
It was great having you on the show, Adele.
Adelle Archer [00:37:54]:
You too. Thank you, Manav. I appreciate it.
