Today we’d like to introduce you to Ashley Burnett.
Hi Ashley, please kick things off for us with an introduction to yourself and your story.
I started Coastal Roots Greenery back in 2021. Initially, I wanted to jump right into retail, and started looking at rental units. I am so glad I was talked out of that by my husband and family. I’m not sure I would have found success jumping in all at once. I decided to start smaller, with a vintage camper I purchased and converted into a plant shop on wheels. I attended all different markets and festivals, anywhere from Savannah to St Augustine. I hustled very hard for around 3 years doing markets, usually two different events every weekend! It was a fun, but exhausting time. I began taking on some maintenance accounts in my second year. I branched out with online sales, classes, and moss art into my 3rd year. It was in my 4th year of business that I felt ready to take the next step, and began keeping my eyes open for a retail location. I signed a lease on a small unit in the downtown district of Fernandina Beach in May 2024, and have been there ever since. Currently, Coastal Roots offers a wide selection of interior and exotic plants, Moss wall installations, Online auctions and sales, in home consultations, repotting services, special orders and delivery, and hands on classes. I am always looking for the next thing I am able to offer and take on to grow my business, and it’s so great to look back and see how small I was when I began.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I don’t think its been a bumpy road, but it definitely has curves. I am constantly reevaluating how I can change to keep up with today’s demands. I am always up to the challenge to pivot when I need to. Changes in plant trends is something I keep a close eye on, and adjust what I order and stock accordingly. Shipping plants correctly, and within state regulations always has its challenges, but its something I’ve gotten proficient in as well. No matter the business, I think you always need to be ready to take on new challenges.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
I opened Coastal Roots Greenery, a plant shop rooted in Fernandina Beach, FL, in 2021. I started my business as a mobile plant shop, using a 1968 Beeline Camper, named Rootie, to bring more greenery to residents of North Florida and South Georgia. More recently, we have a retail location in the downtown district of Fernandina Beach. Currently, I offer customers a wide selection of interior and exotic plants, Moss wall installations, Online auctions and sales, in home consultations, repotting services, special orders and delivery, and hands on classes.
I am currently the only interior plant specialty shop in Nassau County, FL. I pride myself on hand selecting all of my plants myself, to ensure my customers receive the healthiest, pest free stock available. I also am happy to offer my clients advice and care instructions to keep their plants growing healthy for years to come. My favorite thing is when a customer comes to me and tells me they have killed all their plants before coming to me, and now they are thriving.
We’d love to hear about how you think about risk taking?
By nature, I am not a risk taker. I like to think it out, research and plan everything I do. Whether it is opening a business or purchasing something on amazon, I always dive into learning more about something before committing. Others might run their business differently, but that way just does not work for me. I did not start Coastal Roots with a lot of capital to back me up or fall back on. So I do not take decisions regarding the business lightly. One of my biggest risks has been opening a retail shop. It took me 4 years of owning Coastal Roots to feel confident enough to feel like I would have success in a shop. I am glad I did, however, opening retail is always a risk!
Contact Info:
- Website: https://www.coastalrootsgreenery.com
- Instagram: https://www.instagram.com/coastalrootsgreenery/
- Facebook: https://www.facebook.com/CoastalRootsGreenery/
