A lifelong native of terrain-diverse southeastern Idaho, Joni Dixon has always appreciated the understated beauty of the Intermountain West. Her fondness for all things natural and authentic permeates her own everyday backdrop. This quest to integrate natural elements attractively into an urban world formed the cornerstone of Etched in Stone. In 2003, Joni brought her years of marketing and design experience to the etching studio, then turned to technology to speed the ancient art of engraving.

Today, Joni leads a growing team of Idaho artists and engravers — including her own children Jana Richens and Tim Richens — in transforming locally gathered stones into everlasting personal accents. The business has expanded its collections into tile and slate, fulfilled hundreds of custom requests, and renewed old favorites to best complement today's topography-meets-contemporary tastes.

Etched in Stone's products continuously draw interest with their simple class that suits both indoor and outdoor environments. With price points between $10 and $200 (and weather-impervious bulk up to 50 pounds), the fresh yet timeless products have earned the reputation of affordable private artifacts.

As the premier producer of engraved stones in the Western U.S., Etched in Stone sells through two channels: specialty retail shops (including its own storefront on First Street in Idaho Falls), and the Internet. Recently the company became affiliated with the National Lewis & Clark Bicentennial Celebration, attaining license to engrave Clark's 1806 Pompey's Pillar signature. Rights to copy the famous Wyoming Bucking Bronco also serve the souvenir market. More trademark licenses will soon follow.