How did you start your organic plant food company, Flourish?
A lot of thinking. As your resident over-thinker, I (Kate) spent a lot of time with this idea in my head. Then, one day I got to the point of finally saying, well, fuck it, I am going to create a houseplant fertilizer that I want to use. Lila, my co-founder/ best friend, and I used to compete on the science fair circuit as kids, so it was a natural fit for us to start this science-forward business together. Lila and I are both lifelong plant lovers and have been fortunate enough to be raised by some serious green thumbs. We knew plenty of people had house plants and always just assumed they knew how to care for them.
Well, it turns out they don't. We saw a gap in the market here - between people who like houseplants and want to have them, but don’t have the passed-down knowledge that Lila and I had. We built Flourish so that any plant parents, both new and experienced, could access proper plant care. As plant care aficionados, we felt like we had an inside secret (spoiler alert, its fertilizer!) to plant care and wanted to share it with everyone. To us, using fertilizer is really just the third part of the care routine. Water, light, food... they are living organisms, after all!
What’s your favorite part about the New York creative community?
Jake & Malu, the visionary designer/developer couple behind Marcd.co. These humans are the epitome of cool in the sense that we came to them with an idea and a vision, and they listened, and then the next thing you know, we are looking at the most beautiful version of our dream coming to life. This is the type of collaboration the city brings out. For all of the challenges that come with NYC life, the city has a really unique and special way of assembling some of the most talented people we have ever met.
What’s inspiring you right now?
The beauty of photography. For years everything felt so stark. Now we are seeing a resurgence of so many styles, brought forth by both film and very intentional editing on digital. We believe wholeheartedly authenticity reigns above all, whatever that looks like to you.
A few of our favorites:
@flourishplant on Instagram