Alright – so today we’ve got the honor of introducing you to Denise McKinney. We think you’ll enjoy our conversation, we’ve shared it below.
Denise, thanks for taking the time to share your stories with us today What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
Rooted Curiosities started with a feeling and a small little idea. I remember the evening the idea came to me vividly. I was sitting on my couch, nursing my son, binging Grey’s Anatomy, and I had started to scan the room eas admiring my spider plant with all of her spider plant babies hanging down. I felt a mix of emotions and said to my husband, “I don’t want my career to end when I finally found it.” He simply said, “Start your own.” My mind started clicking. I started writing down everything on my mind that night in my notebook. I made so many lists and wrote down so many ideas. I knew I would start out of my home so I started thinking, How am I going to actually do this? I met up with a few friends and family to discuss what I might do and all of them were cheering me on. I soon realized that having a physical store would be a difficult task, especially with rising property taxes and closing businesses. So I started weighing the pros and cons, I knew I needed something flexible, I wanted to do something different, and I wanted it to be something I could let my creativity flow through. I ultimately came up with the idea to create a “pop-up plant & curiosities shop”, flexible, local, something that could grow alongside our family instead of against it. After a few weeks or more of brainstorming, I came up with my business name and had created my logo. Within the next month, I got to researching and started figuring out all of the logistics. How do you even start a business? I had to make sure I was properly registered and filed all necessary paperwork and I was ready to keep moving forward. I continued doing market research and looking up different markets around me. We decided to start more close to home and signed up for our local Ottawa Farmers & Makers market. Signing up was the easy part, now I had to actually prepare! I had no idea where to start but I knew I could figure it out one step at a time. I thrifted and picked through my own things to find display pieces. In the meantime I had to learn how to do my own licensing, taxes, inventory, pricing, branding, marketing, and more! It felt like a lot, but I had the support of my family and friends. I began splitting and propagating my own plants, ordering tiny starters, I continued thrifting pots and display pieces, and I began diving back into my art mediums. We turned one of the rooms in our home into my “Plant Office” and that is when everything really hit me. I began marketing and branding with helpful advice along the way. My first market quickly arrived, I set out with my husband, and we were met with such a wonderful welcome. I couldn’t believe how amazing our first market was! People came out for us and others told me about their plants and asked for plant tips. After we loaded everything back up, I cried happy tears on the way home. This first year has certainly been a learning curve, but I continue to show up, one market at a time. The best part is that I get to bring people together wherever I go, through plants and curiosity. Rooted Curiosities has slowly become more than just a pop-up to me, it has become a little place for plant people to connect, and a safe space to embrace the weird and unusual.
Denise, 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?
Hi! My name is Denise, plant enthusiast, lover of weird odd things, mom of two amazing kids, and the proud founder of Rooted Curiosities. Since I was a child, I was surrounded by family members involved in farming, landscaping, and nature. I didn’t know it then, but that early influence probably sparked my lifelong curiosity and love for plants and nature. Alongside my love for greenery, I have always been drawn to the weird and whimsical. Funky decor, vintage finds, strange art, if it’s a little out there or different, I definitely love it. Before I started Rooted Curiosities, I truly enjoyed and thrived in my manager position at a boutique style plant store. Not only did they sell gift items; I had the opportunity to care for expert level plants, help customers rehabilitate their sick plants, help create displays, volunteer at community events, and met plant people of all levels. Then life threw me a serious curveball, in 2023, I had a painful and complicated pregnancy placing me on bedrest several weeks throughout the months. With no maternity leave available, we got by with what we had and my husband picked up many more hours. We joyfully welcomed our son in the beginning of 2024 and officially became a family of four. I had hoped to quickly return to work, however the universe had other plans. When I was ready to return, it became clear the role I had wasn’t really there anymore. I was offered part-time greenhouse work, but it wasn’t the same opportunity I had. I took this as a sign that seasons were changing. I hold no negativity and I learned many valuable lessons during my time there. It felt like a not-so-gentle nudge to move on, reflect, and grow.
Fast forward to me sitting in my living room after the holidays, nursing my son, binging on another season of Grey’s, when I turned to my husband and told him with tears in my eyes, that I didn’t want to move on and I didn’t want my career to end. That’s when he helped me realize I had the confidence to start something of my own. I wanted to do more than work with plants, I wanted to create an experience, spark curiosity, share the joys of being different, and I wanted to build it from the ground up.
What I offer is more than just houseplants. I bring lush and thriving plants to your space, from beginner friendly to the rare finds. If I don’t have it, I am probably looking to add it to my collection. I create tiny glass fairy bottles, inspired by my daughter’s love for fairies growing up. I create one of a kind plant inspired art and decor. I also offer customized plant care from weekly visits to one time repot services. During some events, I also love setting up interactive planting stations where you can customize your own pot and plant it yourself! I bring original and creative ideas to help brighten up your space. Whether you are a plant collector, plant beginner, an artist, or a dreamer, we have a little magic for everyone.
I help people connect to plants and spread the happiness they bring. I focus on teaching approachable plant care and curating thoughtful displays, creating a welcoming atmosphere at every market. I offer guidance, repotting help, and suggestions for plants based on lifestyle, lighting, and personality. (Yes it makes a difference!) I believe every plant should be chosen with intention and not just what flies off the shelf.
I am most proud of the connections I have made along the way and that Rooted Curiosities has become more than just a business. It has become a little community. The kids have a blast at our planting stations, plant lovers find each other, adults rediscover the creativity in themselves, and it makes people feel they can let go of their stress, even if just for a moment. The happy feelings I get when repotting a big beautiful plant that a client loves but just doesn’t have the time for. That is where the real success comes from. The customers who feel more like gardening friends, the kids imaginations sparked with curiosity, hearing people say “I have never seen this before!”, reminds me of the roots of my dream.
Rooted Curiosities is more than a pop-up plant and curiosities shop. Rooted Curiosities is built on the connections to plants, creativity, and love for the strange. I want others to know that you don’t need to be perfect or an expert. You just need to start small.
Growth can be messy. Magic can be quiet. Your weird should always bloom loudly.
How’d you build such a strong reputation within your market?
I think that my reputation grew because I didn’t just show up to sell things, I came to connect and build something new. At every market I strive to create a space that feels welcoming, curious, and comfy. I enjoy talking with people about their plants and their stories, not just their purchases. People don’t just want to buy plants, they want to feel confident caring for them too. I learned that people want to know why the plant fits their lifestyle or how they can develop a green thumb. Just like people, there are so many different plants out there and all fall under different levels of care. I started offering genuine guidance, repotting tricks, care tips, and suggestions. Consistency also plays a huge part. I show up rain or shine, big market or small. I always give my all at every market and curate each display with intention. I rotate my inventory regularly and keep prices as reasonable as I can because I feel everyone should have the chance to add unique plants to their collection. Especially now. I always greet everyone with a genuine hello, and over time customers actually began to look for us. They would show up just for us and even started bringing their friends and significant others.
I believe that building a reputation is more than just product, it’s about care and heart. I make sure to let people feel seen, not rushed and I celebrate everyone. I like to share sneak peeks and behind-the-scenes so that customers feel like they’re growing with us, because they are! I think at the center of it all, people know when something is built with love and passion.
Can you share one of your favorite marketing or sales stories?
One of my favorite sales stories and most eventful market happened at a night market here in my local community. Ottawa’s Third Friday is an artisan market that my daughter and I have always enjoyed going to every chance we get. We got our opportunity to attend as a vendor which was obviously huge for us. It was my first time setting up at a busier market and I was nervous! The day came and I decided to go all in. My husband helped me load up and set up at the market. I packed all of my lush vibrant plants, our fun little fairy bottles, and had the planting station in full swing.
The set up felt perfect! I was excited but then I almost started to doubt myself because I began to wonder if I would even make any sales. I thought about who would even want to walk around with a plant? And there were some amazing artists set up! My nerves started rising and I felt the odds were against me, but instead of letting myself dwell, I knew I needed to make the best of the night. I relaxed a little and along with my daughter as my helper, I went with the flow of the night.
I had one of my best markets that night (at the time it was my best market ever!). I met some incredible people and built a few strong customer relationships through our love for the funky succulents! It helped me let go of the pressure of it all. On the drive home, I realized that we didn’t just show up to a market we loved, we became a part of it. Overcoming such a huge obstacle not only makes you stronger, but more confident too. It all comes down to how you choose to manifest what you want to achieve.
Contact Info:
- Instagram: @RootedCuriosities
- Facebook: https://www.facebook.com/profile.php?id=61575329175956
Image Credits
Lex Poulakos