Plants are powerful, and it’s not marketing lingo to refer to them as healing. Studies have shown that indoor plants can help reduce pain tolerance, potentially speed up illness recovery times, and boost productivity, among other benefits. And they’re fun to look at.
Although I understand the many benefits plants provide, I’m generally a serial houseplant killer. I take any help I can get regarding the health and longevity of my plants.
That’s why businesses like Fancy Plants, located in Seattle’s University District, are so important to the overall community. Dedicated to plant education, waste reduction, and accessibility for all, Fancy Plants breathes new life into households that could use a little pick me up.
Launched in 2022, Fancy Plants comes highly recommended, with online reviews raving about owner Adelaide Nitroy’s exceptional knowledge and skills. Notably, many of the reviewers mention Nitroy helped them find the right plants for their skillset and lifestyle, setting them up for success and future growth – for both the plants and their caretaker.
To get a better understanding of what it takes to run a successful plant business in Seattle, I spoke with Nitroy about her approach to operating a small business in the city.
SSB: How did Fancy Plants come to be?
AN: I have always had a special relationship with nature and have always been very entranced by plants. In 2022, I decided to start a business where I could show others the magic and healing power of plants. My focus has always been on plant education and creating a space where people can ask questions about growing plants to help with what can sometimes be a frustrating hobby. So many people want greenery in their house or office and they don’t know where to start or they have had bad experiences in the past, that’s where we like to step in and help.
SSB: How big is your business and how would you describe the space you operate out of?
AN: We have two part-time employees and some family members that help out every so often. Our space is cozy, we have a full room of indoor tropical plants and another room of local art.
SSB: How does your background in biology and plant science inform your business operations?
AN: Having a background in biology helps understand how plants grow and helps with troubleshooting plant problems. Since we focus a lot on helping customers take care of plants in the long term, it’s important to understand the science behind plant growth and what specific conditions cause what types of issues.
SSB: I saw that you wanted to create a safe and inclusive environment for people to learn about plants. How do you foster that sort of space?
AN: We are always available for questions and we encourage our customers to bring us photos of their plant issues or photos of a space they want to put in a plant so we can offer guidance. We are not judgemental about your plants! Often people feel shameful that their plant seems to be doing poorly, but it’s important not to attribute the health of a plant to yourself as a person because there are so many reasons for a plant to have health issues. We make sure people know that no one is born with a green thumb and that it takes time to learn how to grow plants.
SSB: What’s been your most effective marketing strategy?
AN: Having a clear and updated website has been great for the business. People can reach us easily through our website for any questions ranging from help with in home repotting services to having private workshops or more.
SSB: What’s your approach to customer relationships and how do you keep your customers coming back?
AN: We focus heavily on customer service. First and foremost is helping people find the right plant for them, so they are less likely to kill the plant. If they can keep a plant alive, their confidence can grow and they’ll want more plants. We work to make people feel comfortable to come ask us questions if they ever get to a confusing point in their plant journey. I think this really helps people come back. We also try to be responsive as possible and get people answers to their questions quickly.
SSB: How has offering classes/workshops impacted the business?
AN: Offering workshops has been a great way to keep people interested in plants without asking them to buy more plants. It’s a way to do something creative with plants. We have public dates for our upcoming workshops on our website, but we also do private events which are great for birthdays, team-building, friends night out, bachelorette parties etc.
SSB: How has operating in Seattle shaped your business? Are there any unique aspects to operating here that you might not get in other cities?
AN: Seattle is a great city filled with many plant people and potential plant people. It’s a city filled with people who love nature, which is great when you own a plant shop.
SSB: More specifically, are there any factors specific to operating in the U District?
AN: It is fun to operate in the U District so close to UW. We have a lot of students who come by for a dorm room plant and it is really fun working with younger folks getting their first plants.
SSB: Are there any Seattle-specific plant trends that you have noticed?
AN: Plant Bingo is very trendy right now, we offer this twice a month and the link for tickets is on our website. Carnivorous plants are also very trendy right now and making terrariums - all of which we offer at the shop!
SSB: What parts of your personality are most reflected in your work?
AN: I continue to want to better my business and myself, so that is reflected most in my business. The business is always evolving and improving. I often have people come in who haven’t been in for awhile and they tell me it looks completely different, this is because I’m always working on the space. My goals have always been to reduce and reuse as much as possible - everything in the shop is recycled furniture, wood shelving and more.
SSB: How has owning this business changed your relationship with plants themselves?
AN: I spend so much time keeping the shop plants healthy for customers that I don’t have much time for my own personal plant collection. It has made me shift to only having very drought and neglect-tolerant plants in my home space, which has reduced the stress of caring for personal plants and business plants at the same time. I still love plants and I still am constantly fascinated by new facts I learn about plants, but I have also gotten to a point in my life where I don’t need to own every variety.
SSB: How do you separate work life and personal life as a business owner?
AN: I think most small business owners would agree that when you own a business you don’t really have much of a personal life anymore, especially in the beginning. I spend 90% of my energy on my business and 10% on myself. Logically I know this is not sustainable, so I’ve started to offload some of my work onto employees slowly to start giving me a life back. It’s a slow process, but it is a goal to have a more balanced personal life by next year.
SSB: Do you have any favorite responses or feedback from customers?
AN: My favorite feedback from customers is that the plants we sell look so healthy and happy. We put a lot of energy into caring for the plants and never selling sick or dying plants, so that compliment is proof we are doing our jobs. I love when people come back and show me pictures of their growth and tell me that the advice I gave them worked - it shows that sometimes it’s just tweaking something about your plant care that can help you be successful with a specific plant.
SSB: What’s the best way for people to get in touch to work with you?
Email is best but we also respond to DMs on Instagram @fancyplants_seattle