May 2023 - 20

MARKETING
PLNTD in the
Community
How one garden shop has become a platform for doing more, giving back and
spotlighting other businesses in Jersey City, New Jersey.
By Abby McGarry
D
anielle and Lauren
Gambino have
always had a love
for plants, but it wasn't
until 2020 and the
COVID-19 pandemic that
these sisters decided to
turn their hobby into
their business.
Danielle had a retail
business background,
responsible for opening
a number of U.S. stores
for a British fashion
brand - everything from
finding the locations and
build-outs to hiring and
training the team. She
is the self-proclaimed
" operational person. "
On the other hand,
with " Jersey City. " These are
courtesy of Plntd - made
apparent on a nearby tag -
as a warm welcome to other
businesses as they come into
the neighborhood.
" The jade plant symbolizes
new friendships and prosperity, "
Danielle says.
Custom printing on pots
Lauren used to work in
television media, primarily
with brands on QVC, doing
a bit of everything from the backend
and wholesale sides to social media
and on-camera presentations. Danielle
dubs her sister the " creative person. "
" We always toyed with the idea of
going into business together, " Lauren
says. " As we were on the phone during
the pandemic, watering our plants,
telling each other about what plant has
a new leaf and things like that, we were
like, 'Oh my gosh, it's plants. Plants
are our passion. Let's open a plant
shop.' So, we hunkered down, did our
research, found the perfect location,
and we opened the shop together. "
Lauren and Danielle
Gambino outside
their store. All photos
courtesy of Plntd.
Plntd opened its doors in Jersey
City, New Jersey, in October 2021 and
has quickly become a staple in the
community. Although the store itself
is a modest 750 square feet, Plntd's
impact is much larger as it partners
with other local businesses, features
women-owned creators, and takes
innovative events and classes to the
next level.
The Power of a Pot
Walking through the pedestrian
plaza around Plntd, one will see
several uniform white pots with jades
in storefront windows, all adorned
20 | LAWN & GARDEN RETAILER | MAY 2023
has also become a profitable
part of the business. Plntd
will personalize small orders,
such as an important date for
a single customer or favors
for a bridal shower, to much
larger orders, such as luxury
apartment buildings.
" An apartment building,
they'll send us a number at
the start of every month of
how many new move-ins they
have, and we pot a plant for
every person that moves into
the building, " Lauren says. " We always
go for the Wandering Dudes because
they love the story behind it. We pot a
Wandering Dude in the custom planter
that has the building's logo printed
directly on it. "
With a lot of new businesses going
up in the area, Lauren and Danielle
have also seen a huge uptick in home
and business consultation business.
" These new buildings want to add
green to their lobby and common
spaces, so they get us involved. We do
a consultation and then we do a big
install of all their plants, green walls,
May 2023

Table of Contents for the Digital Edition of May 2023
