Steve Pastor didn’t take the traditional tech founder route. No Silicon Valley startup accelerator. No trust fund or fancy school. His business journey kicked off deep underground in a diamond mine in WA.

“Working in a WA diamond mine taught me what hard work actually is — 12-hour shifts, 14-day stints in the middle of nowhere, underground. It hits different to a shift at Red Rooster,” Steve laughs.

These days, he’s the founder and CEO of Kings of Neon, a booming signage business that’s sold over 50,000 custom neon signs across four countries. The brand has lit up logos for big-name clients like Amazon, BMW, Visa and even the NFL Draft in Las Vegas.

Not bad for a bloke who started out DJing weddings on the weekends.

From decks to design

Steve’s first taste of entrepreneurship came through music, spinning decks at weddings and parties.

“DJing taught me how to run a customer-first business, especially around weddings,” he explains. “I learnt how to read a room, create an atmosphere. Those skills translated directly into business.”

The move into neon signage wasn’t planned. It was personal.

“A rival wedding supplier spoke poorly of our DJ company and I took offence,” Steve says. “They leased neon signs, so we went into direct competition — Kings of Neon stemmed from that interaction.”

At first, it was a side hustle. Then COVID hit. With two kids, a mortgage, and no funding, things got real, fast.

“I was brand new to eCommerce. We had cashflow issues, staff to find — the list goes on,” he says. “But I’ve always treated it seriously. I believed I could do better than my competition. I’ve got a very customer-centric approach and I’m incredibly competitive.”

That combo paid off. Kings of Neon is now on track to exceed $10 million in annual revenue, with a team of 40 and new AI-powered tech that lets customers design their own signs in minutes.

Building a business that lasts

Steve’s success isn’t a fluke. It’s built on a clear philosophy and a lot of hustle. He’s got  a series of guiding principles that shape everything he does:

“Back yourself. Without that, none of the other principles matter.”

He’s also big on cashflow discipline.

“I can be fast and loose,” he admits. “Early days, I’d be checking the balance daily. Now, I make sure I’ve got the right team, systems and processes to keep on track.”

Then there’s hiring: “I look for self-starters. People who take initiative, ask sharp questions, and care more about outcomes than clocking hours. They have to have substance, be self-accountable and authentic.”

He’s learned the hard way that culture trumps everything.

“Early days, I hired based on perceived skill set and not company culture. Sometimes I got it right, sometimes wrong. Now, I don’t hire unless there’s culture alignment. I appreciate the difficult people.”

Kings of Neon signage at Lollapalooza

Growth, grit and keeping it real

So, what keeps him going when things get tough?

“I zoom out and find gratitude. Remind myself why I started and who’s watching — my kids, my team, my younger self.”

Success, for Steve, isn’t about chasing unicorn status.

“Success in business is freedom to choose how I spend my time, who I work with, and the impact we make.”

And while he’s proud of the big wins — like seeing Kings of Neon gear at the NFL Draft — it’s the team wins that hit hardest.

“It’s the journey, and the moments where I get to look back at how our team’s lives have changed.”

His advice to other small biz owners? Do it scared

“You’ll never feel ready — do it scared. Confidence builds with action, not before it. I go by the method of: what happens if you don’t? Will you regret not giving it a shot?”

For those feeling stuck or stagnant, he says the solution is simple:

“Go back to basics and ask yourself what the customer wants. Then go and take action — the customers will flow.”

“And no one’s coming to save you. You’ve got to solve your own problems, quickly and often and without emotion. No one cares about your business except you!”

Delta Goodrem in front of Kings Of Neon signage created for her business

Lighting the way for others

Now that Kings of Neon is on solid ground, Steve’s turning his focus to helping other founders and creators back themselves.

“You don’t have to be born into the right network. You don’t need to wait for permission. You just need the right playbook — and the courage to back yourself.”

His parting message? Business can be bloody hard, but it can also be bloody fun.

“It’s not about chasing the biggest valuation. It’s about creating something real. Something you’re proud of. I want to show people that it’s possible — and that they can have a hell of a good time doing it.”

Want more? Get our newsletter delivered straight to your inbox!  Follow Business Builders on Facebook , X , Instagram , and LinkedIn.