From a backyard workshop on the Central Coast, Talking Stones has carved out a national reputation — and shaken up Australia’s old-school deathcare industry in the process.

“Talking Stones has been operating for more than 20 years – that’s an overnight success in the deathcare sector,” says founder James Rae with a laugh. But behind this business owner’s humour is a very personal mission. From memorial stones for pets to tribute plaques for veterans and fallen service animals, James and his team are creating lasting legacies for thousands of Australians every year.

From backyard dream to national leader

The business started out in a makeshift dugout under James’ house. “We began by engraving pets’ names on tumbled river stones,” he says. “We were the pesky kids no one took seriously back in the early 2000s.”

And it wasn’t just the industry that found James’s idea ludicrous. In fact, more than a few loved ones greeted the news with raised eyebrows.

“Most of my family and friends thought I was nuts. That was when I thought: if they can’t see what I can see, then there must be something worthwhile in it, “ he laughs.

And it turns out James was right. His simple idea evolved into a mission to offer people meaningful ways to remember loved ones, no matter whether they were human or animal.

“We were amazed how pet owners told us they were laughed at when they called their local stonemason to make a memorial plaque for their pet.”

Today, Talking Stones operates from a West Gosford workshop, shipping engraved products across Australia. They’ve delivered tens of thousands of items, from garden stones and house plaques to fundraising projects for schools, surf clubs and hospitals.

A lightbulb moment and a single stone

James tells Business Builders his aha moment came when he saw an engraved stone that simply read IMAGINE.

“It just captivated me. I can’t explain it,” he says. That very stone still sits on his desk, next to another that reads: See the butterfly inside the worm.

“I was wanting an escape from ‘Cubicle Nation’ and I didn’t want to end up being the fat old bald guy with the corner office – and that was where I was heading.”

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Purpose before profit

Talking Stones lives by a powerful motto: People, Passion and Product before Profit.

“Karma plays an important role in our business. We take pride in knowing that every day, more than 50,000 customers receive comfort from the memorial object we have created for them.”

Disrupting the deathcare sector

James has never been afraid to challenge outdated industry norms. “We believe and have proven that an ever-lasting headstone doesn’t have to take three months. Pet owners deserve the same quality memorial as any other member of the family.”

They’ve also supported major fundraising projects and created meaningful tributes like the engraved pavers for Queensland police dogs and the international war animal memorial in France.

“It makes me really proud. It’s work that matters.”

Building a business in regional Australia

As a third-generation Central Coast business owner, James knows what it takes to run a regional operation.

“Regional asks you to be considerate of others. It teaches you to make the most of the little that you have.

“We’ve kissed our fair share of frogs,” he admits, referring to the staffing and supplier challenges that come with being outside the city. “But the princes we created along the way are more than worth it.”

COVID also tested their grit. “It taught us to identify single points of failure and prepare for shocks in our supply chain. We used it as a time to sharpen our tools, so to speak.”

Tech-savvy with a human touch

James isn’t just carving rocks. He’s been carving out digital innovation since the early days of eCommerce.

“When I started Talking Stones we had at the time one of the earliest eCommerce websites – in the early 2000s. There was no WordPress or Shopify back then.”

Their early adopter mindset hasn’t waned.

“We were one of the first manufacturers to identify the popularity of photos in memorialisation, and ahead of the curve on QR codes.”

“We see firsthand changes in consumer sentiment. If I see something three or four times from customers, I know it’s a trend, and we respond.”

James still fields customer calls himself. “I still man our after hours number. Sure I get a lot of spam calls… but I don’t mind, I love serving customers.”

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A regional hero

Talking Stones was recently named a finalist in the 2025 Regional Heroes Awards – a surprise for James, who usually steers clear of the limelight.

“We don’t enter awards. I’m focused on supporting staff and helping customers. But this kind of recognition? It’s an excuse to get our people together for a party,” he smiles.

“The team deserve it. The friendships we’ve formed are priceless. They choose to mix outside work – none of that would have happened without Talking Stones.”

The future of Talking Stones

James is gearing up to launch a new B2C website bringing all the brands under one roof. It’s been a long time coming.

“After a false start with a dodgy provider, we’re finally getting there. This could push our B2C business past a million dollars a year.”

But numbers aren’t the goal, Talking Stones has never been about profit first.

“It’s about showcasing Australian makers, protecting artisan trades, and giving grieving families access to beautiful, lasting memorials,” James says.

Words of wisdom

For anyone thinking of starting a business in the regions, James doesn’t mince words.

“Would you do this for no money? Because some days, that’s what it will feel like.

“Done is better than perfect. Start small, grow fast. Build and break things. Work to your regional strengths. And above all else: if it costs you peace of mind, it’s too expensive.”

He adds: “God knows I’ve stared at enough memorial plaques. Each one dedicated to someone who probably wished they could go around one more time. So make the most of it.”

That’s exactly what James Rae is doing. Thanks to Talking Stones, thousands of families across Australia are finding comfort in his creations, one engraved stone at a time.

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