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When Irvine, California-basedPlantscapers, Inc., unveiled a new showroom and corporate offices
earlier this year, company president Julie Davis-Farrow explained that the 10,000-square-foot addition was no ordinary space. “The showroom is a place where clients and the design industry can see our product line of live, replica, and preserved plant materials as well as our vast array of decorative pottery,” she told attendees at the opening ceremony. “What we do is so visual.”

Experience the power

Davis-Farrow then noted that her ultimate goal is for the design industry and public to experience the power of interior plantscaping. In fact, her sights have been set on that goal for 24 years.

“This was not in my original plan,” she admits, talking about her career. “I wanted to work in the
entertainment industry, and later went to school to be an interior designer. Along the way, I found
that I enjoyed designing and installing interior plantscapes and was pleasantly surprised that I
could make money doing it.”

As a senior in high school in 1981, she completed her first installation job. For the next few years, the young entrepreneur worked out of her home growing the new business,
completing a certificate in interior design, and taking a few horticulture courses. Five years
into her venture, she moved into an office and hired a technician. A year later, husband Mark joined the company. Now, with six office moves behind her, the company is
still growing. Today, it employs 15 people and provides high-quality products and services to more than 300 commercial and residential clients in Southern California.

Trend watchers

Plantscapers works closely with the architect, designer, homeowner, or office manager to develop an interior plantscaping plan. The company follows up with a visual presentation of the plan and then offers installation and maintenance services, along with a rotating color
program.

“We are known for innovative design,” relates Davis-Farrow. “Not
to say that we are trend setters, but we have a good relationship with the design community and follow the trends closely. We also take great pride in taking care of our customers. They love to work with us and vice versa. We are very straightforward with our procedures, bids are itemized, and we are easy to work with.”

The company founder and president emphasizes how important it is to be honest with customers and deliver top-quality products and services. Unlike some companies that have gone to a biweekly maintenance regimen, technicians continue to visit sites weekly - watering, cleaning, and replacing plants that are unhealthy.

“I am so proud of how far our industry has come since I started in the business,” Davis-Farrow relates. “I am also proud of what our company has accomplished and the name we have made for ourselves.” Indeed, Plantscapers was recently selected to design and maintain the interior plantscaping for the 2005 Southern California Sunset Magazine Idea House. The story was featured in the October issue of Sunset Magazine.

Industry challenges

Despite Plantscapers’ growth and the tremendous strides made within the industry, interior plantscapers have ongoing obstacles to overcome. Among them is the everincreasing
rise in the cost of doing business and the downward pressure on prices that comes from company’s undercharging for services.

Then there is the continuing struggle to find and retain employees. Plantscapers offers great benefits, including a retirement package and health insurance for full-time employees, the use of a company vehicle, training, and several “fun” events and company outings.

“Many of our employees have been with us a long time,” says Davis-Farrow. “Still, when it comes time to hire a new employee, the market is very tight.” Part of the challenge, she notes, is the changing work ethic. The industry’s image plays a role, too.

“One of our ongoing challenges is to put interior plantscaping in the forefront of customers’ minds. We want them to think about us early on when they develop a new commercial property or build a new home. Yes, I am proud of where the industry has gone, but we still have a ways to go.” As she emphasizes, the challenges are interrelated. More industry awareness and prestige lead to higher margins and a more attractive work environment for employees, which lead to more leverage within the labor market.

Davis-Farrow is the consummate industry advocate. One of the first links on her company’s Web site sends prospective customers to PLANET’s Plants at Work initiative, and she speaks at as many gatherings a year as she can to promote her company and the interior plantscaping industry. Plantscapers recently added a marketing department, too. The new department is headed by a full-time marketing expert who produces company press releases, gets articles about the interior plantscaping industry published in local and regional newspapers and magazines, and promotes the company in various other avenues.

Davis-Farrow attributes her company’s success to good ethics, quality work, and employee welfare. Yet, listening to her talk about her company and the industry, there is something else helping her power the interior plantscaping experience. That something is having a passion for what she does.

11/05
Rod Dickens, PLANET Contributing Writer