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Starting a plant business feels impossible, right? If you’ve ever Googled ‘how to start a plant shop’, you think like you need a huge following, perfect plants, a gorgeous storefront, and maybe a business degree before you even begin. But Erika Mitchell is living proof that none of that is actually true. She is the woman behind Famous in Oregon and the Tanner the Planter brand. In this episode, we talked about how she and her husband Tanner built their plant business together, what it takes to run a modern houseplant shop and media brand, and how they’ve grown a marriage alongside a company. This is for plant parents who dream about turning their hobby into a business, or anyone curious about what goes on behind those planty Instagram posts!

 

In this episode, we learn:

• [04:30] Meet Erika from Tanner the Planter and Famous in Oregon!
• [05:49] How did Erika and Tanner first meet and start dating?
• [07:08] Erika’s background in education and administration
• [11:21] Erika’s first experience with entrepreneurship
• [13:36] How their plant business actually runs today (storefront, live sales, shipping center)
• [15:15] Learn how to use creativity, community, and free resources to build your dream garden with Stephanie Rose’s The Wild & Free Garden
• [17:14] Live selling plant shop – Famous in Oregon storefront! (But why are they in Texas)?
• [21:02] Where did the name “Famous in Oregon” actually come from?
• [23:50] How did they start and scale content to millions of followers?
• [27:55] Turning customer data points into education, content, and book!
• [29:22] How Erika and Tanner's strengths/weaknesses help the business
• [31:27] The team that runs the day-to-day operations
• [33:23] How did their plant shop look for the first two years?
• [35:01] Brick-and-mortar slowing down (and why online live sales now carry the business)
• [37:43] What do sourcing plants, freight logistics, and dealing with growers look like?
• [41:51] Tanner's DIY approach to learning everything
• [42:50] Steve's Leaves as their first supplier!
• [45:10] What are some of their struggles? (QuickBooks, payroll, HR, legal, taxes)
• [47:16] What makes the plant shop business worth it?
• [48:26] What is their vision for the future of the business?
• [49:19] Why they're turning down reality TV opportunities
• [50:03] What makes their partnership successful?
• [52:30] Pilates, health, and evolving together beyond the business
• [57:01] Erika’s advice for couples working together!
• [58:56] As the author's wife, what was it like experiencing Tanner's book launch?

 

 

 

Order my book!

Growing Joy: The Plant Lover's Guide to Cultivating Happiness (and Plants) by Maria Failla, Illustrated by Samantha Leung

Opening a Plant Shop During a Pandemic

Famous in Oregon opened its brick-and-mortar shop in 2020. They signed the lease in March 2020, literally days before everything shut down, where most people would've panicked, backed out, or given up.

Erika and Tanner were so excited about the possibilities that doom and gloom couldn't even enter their atmosphere. And weirdly, the timing worked out perfectly because that was also the time when everyone suddenly cared about supporting small businesses.

Plus, everyone was stuck at home, craving plants. 2020 and 2021 became this massive houseplant boom, and Famous in Oregon was right there ready to serve.

However, they'd already been doing live plant sales since 2019, way before there was easy software for it. Erika was manually writing down email addresses and sending invoices one by one.

Today, their business looks completely different:

• Brick and mortar shop in Prosper, Texas
• Shipping center
• App with live sales twice a week
• Million followers on social media
• Tanner's book launching in April

 

 

The Lessons Nobody Tells You About Plant Businesses

Erika said that they were trying to do it all and burning themselves out in the beginning with plant maintenance, consults, etc.

But now, Erika and Tanner try to make things more efficient. And her first advice is to get an accountant and a bookkeeper from day one. Don't try to YouTube your way through business taxes.

She belongs to the Hispanic Business Alliance locally, and having access to people who actually understand sales tax deadlines, LLCs, and ag licenses has saved them so much stress.

Year six into business, Erika knows when everything's due. But those first couple of years, they were Googling their way through sales tax, business licenses, and certificates of occupancy.

 

 

The Reality of Running a Plant Shop Business

Their plant business isn't just pretty photos and viral videos. It's about:

• Shipping 400 boxes weekly
• Dealing with growers who won't sell to you
• Managing payroll and taxes
• Sourcing quality plants

Erika was honest about grower relationships, too. The industry doesn't do business like most people expect. If you complain about plant quality, sometimes growers just stop selling to you. It's all handshake deals and family operations.

Their brick-and-mortar isn't doing as well anymore because people don't drive to plant shops like they used to. Good thing they diversified with online sales, the app, and now Tanner's book.

 

 

Why Their Partnership Actually Works

Erika revealed that Famous in Oregon is woman-owned. She owns the business. Tanner is technically her staff member, and most people have no idea.

But what makes them work as partners is that they complement each other’s strengths and weaknesses.

Tanner sees the whole business from a bird's-eye view. He's thinking six months ahead, spotting problems before they happen. Erika's focused on the next live sale, tomorrow's tasks, and building relationships with customers.

Tanner also knows every single aspect of the business. But he's not as knowledgeable when it comes to managing relationships or the thousand little things Erika handles behind the scenes.

Despite these differences, they prioritize each other over everything and everyone. Even their adult kids know Mom and Dad come first. Those boundaries keep their marriage strong, which keeps the business strong.

And when conflict happens, Erika stays calm. Her whole vibe is “it's just plants.” Not the end of the world. That perspective keeps them sane when pipes burst or shipments get delayed.

 

 

Real Talk for Couples Building Businesses Together

Erika shared that to operate a business is to stand by knowing your partner has your best interest at heart. When conflict comes up, and you remember that, it changes everything. You can think reasonably, give each other grace, and understand their point of view.

They've also found hobbies outside of plants. Erika and Tanner discovered pilates together. Now they have a reformer at home with a teacher.

 

 

Community Over Perfection

Behind every big plant brand is someone doing the tedious work. Someone paying bills, managing relationships, setting boundaries, keeping everything running while their partner's the face of the business.

We need to celebrate those people more.

The plant business is hard work. So if you're dreaming about opening a plant shop, learn from Erika and Tanner’s experience!

 

 

 

Mentioned in our conversation:

• Sony NWZ-A17
• Steve's Leaves
• Tropical Plant International Expo

 

 

 

Thank you to our episode sponsor:

Quarto: The Wild & Free Garden by Stephanie Rose

Your dream garden doesn't have to come with a big budget! The Wild & Free Garden by Stephanie Rose will teach you how to achieve your big, beautiful garden with curiosity, creativity, and community. This book will show you how to design stunning, deeply personal outdoor spaces using found materials, free resources, government grants, and shared tools often found in your neighborhood. You'll learn how to tap into the sharing economy, repurpose what already exists, and lean on your community. Plus, there are tons of amazing, free garden projects to keep you inspired!

Grab The Wild & Free Garden at quarto.com and wherever books are sold.

 

 

 

Follow Erika and Tanner:

Website
Facebook
TikTok
Instagram
YouTube

 

 

 

 

Follow Maria and Growing Joy:

Order my book: Growing Joy: The Plant Lover's Guide to Cultivating Happiness (and Plants) by Maria Failla, Illustrated by Samantha Leung

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