Alright – so today we’ve got the honor of introducing you to Elise Hanks. We think you’ll enjoy our conversation, we’ve shared it below.
Elise, thanks for taking the time to share your stories with us today Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.
I spent many years working as a floral designer in flower shops and design studios and as much as I loved working with flowers, I was always troubled by the amount of waste that this industry produces. I knew there had to be a better, more sustainable way to bring flowers to my local community, so I began growing my own flowers right here in Philadelphia. Pulling from some experience working on farms in the past, I began growing flowers that I knew would do well in my climate and would be appealing to customers. One of my biggest goals with growing my own flowers is to reduce the amount of waste and fossil fuels traditionally created by imported flowers (most flowers in the US are flown in from other countries on giant planes, wrapped in layers and layers of plastic, and then driven all over the country by large distributors.) I also want to change my local customers attitudes about flowers in general – that there are so many other flowers out there than just the traditional Roses and Lilies you might find at a traditional flower shop – to open their eyes to new textures and learn to shop seasonally, choosing from blooms that are available in their area at that time. Shopping local and seasonal is possible with some changes to the flower market…and I hope to be a part of those big changes in the future.
Elise, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
In 2011, I graduated from college with a degree in fashion design, and as much as I loved the creativity of the business, I felt burdened by the thought of joining an industry that was so unsustainable – the waste of fast fashion, the constant turnover, the endless textile waste…so a friend and I decided to take a chance and go volunteer with the WWOOFing organization (Worldwide Opportunities on Organic Farms) and try our hand at farming. We spent the Summer learning the basics of vegetable farming and I was immediately hooked. When I returned to my home base of Philadelphia, I knew I wanted to get my hands back in the dirt, so I took a job as an apprentice working on a city flower farm. I learned basic floral design skills and made a complete career change, spending the next few years as a full time florist at flower shops and design studios. At the same time, I began dabbling in herbalism, taking classes on plant medicine and learning to grow my own herbs at home. While working my full time floral job I began developing my own herbal recipes, slowly beginning to sell them at local markets and stores…and Terra Luna began to take shape! I knew this business was something I needed to pursue when I saw how people reacted to the products and my philosophy that herbs and flowers can support your everyday wellness. In 2018 I took a leap of faith and quit my job to focus full time on building Terra Luna. I secured a larger growing space and began growing more and more herbs and flowers, shifting and developing the business every year. In 2024 we will be growing more flowers than ever and focusing our efforts on tightening our product line and expanding our floral services. Terra Luna is all about wellness – the beauty and medicine that plants can provide and the importance of stewarding our land and the communities that support us.
What’s been the best source of new clients for you?
Marketing has always been a struggle for my small business – I have tried paid social media advertisements, email marketing, flyers, you name it! But for us, word of mouth will always be the most successful marketing strategy. Clients sharing their love for one of our products, gifting our flowers to a loved one, or just mentioning our business to a friend, provide us with more new clients than any marketing campaigns. This may not be the fastest way to market, but for our small business, this has been the most sustainable and genuine avenue for growth. With the over saturation of the “wellness” industry, we as a small operation can’t possibly compete with the marketing budget of giant corporations – so for us, nurturing a dedicated clientele who will sing our praises to the local community is our top priority.
Can you share one of your favorite marketing or sales stories?
During my first ever in-person market, I was approached by the representative of a local gift shop, inquiring if I ever sell my products in other stores. I was shocked to say the least :) I couldn’t believe that someone would be interested in selling my recipes! So I followed up with them in person, agreeing to sell a few products, on consignment in their store. Lo and behold, years later, Terra Luna products are still sold on their shelves. We have rebranded and relaunched more times than I can count, but Moon and Arrow in south Philadelphia has stuck with us through it all. This unexpected moment as a young entrepreneur gave me the confidence to pursue a small dream that has changed the course of my life in so many ways!
Contact Info:
- Website: www.terralunaherbals.com
- Instagram: @terralunaherbals
Image Credits
Rocco Avallone, Kelly Giarrocco, Bridget Carhart