We caught up with the brilliant and insightful Johanna Dominguez a few weeks ago and have shared our conversation below.

Johanna, appreciate you joining us today. What do you think Corporate America gets wrong in your industry? Any stories or anecdotes that illustrate why this matters?

In today’s climate it is difficult to stay competitive in the plant industry with big box stores like Lowe’s, Walmart, and Home Depot. This is mostly because the favoritism that they receive. Plants to these stores are a loss leader. As with most things in big box stores, the plants are on consignment and they only pay for them after they sell. Due to the fact that they do not pay for these plants outright, they do not care about these plants. Plants are often overwatered, have fungal issues, pests, and die shortly after arrival.

Being an independently owned business that opened up due to a passion for plants, we care more about our customers and our product. We like to set our customers up for success in every way possible. We have to buy our plants directly and not on consignment. If those plants die, we lose money whereas the big box stores do not lose at all if their plants die. If we receive a plant that has any issue, we address it. Often we downpot plants that are in too big of a pot, we treat any plants for pests that arise. We give our customers care cards and diligently go over care of each plant and provide care after the plants go home by being accessible on social media.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Put a Plant On It is a boutique houseplant gift shop in the Elmwood Village of Buffalo, NY. We sell houseplants as well as 90 local artisans in the shop that make a variety of botanically-inspired gifts. We are committed to supporting our community and turn down any product that is factory made or not made within driving range of Buffalo, NY. By supporting only local artists we are supporting our community and essentially employing 95 people instead of the 5 that just work here. Several of our artisans are able to make a living just off their art.

In addition to our plants and gifts, we also offer a variety of plant services. We offer in store repotting at our potting station, houseplant hospital, and monstera makeover. We provide these services at people’s homes as well as houseplant sitting, interior design, and more. These offerings make our business unique as no other plant business offers these. Many of these services arose from customer needs and requests.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I think being active in our plant community before i opened up the shop and while owning the shop has helped build my reputation within our market. I started the WNY Gardeners Facebook group in 2018 and am active in that group as well as the WNY Houseplant group. I make it a point to be active in both groups as myself and not as the business but as a person. This puts a face to the business. I offer advice when people ask questions and just engage like a normal person. This builds customer trust.

How did you build your audience on social media?

Before I opened the shop I was very active on social media and had social media channels dedicated to plants. Before I worked in nurseries and before opening up my shop I worked in social media and photography and project management for small businesses and nonprofits, as well as managed my celebrity cat’s instagram, so I was able to apply what I learned to the business. I continue to stay up to date on social trends.

I know lots of business owners feel overwhelmed by social media, but it is so important. It is essentially free advertising for your business. When I first opened I’d run ads and boosts and contests, but overall I have stopped as I never found them effective. Posting consistent and quality content is what has helped for us. It is also important to show your face so their is a face for the business. People come to trust you.

Contact Info:

• Website: www.putaplantonit.shop
• Instagram: https://www.instagram.com/putaplant.onit/
• Facebook: www.facebook.com/putaplantonit
• Youtube: www.youtube.com/putaplantonit
• Yelp: Yelp is a terrorist organization that preys on small businesses. We never claimed our yelp and never will.

Image Credits
Done by me or my employees, no credit needed