deVINE Plantery, a black-and women-owned business, which began exclusively as an online store last spring and later made its mark in Maplewood, will be opening its first-ever location at 28 South Fullerton Avenue on June 26th in Montclair. Leading up to this grand opening and ribbon-cutting ceremony, Montclair Girl was able to go behind the scenes with founders Kelly and Maya to learn about the origin of the brand, future plans, and more. Read on to learn more about deVINE Plantery, new to Montclair.
^ Architectural plans for the store
(Photo credit: @devine.plantery)
A Vision During COVID
(Photo credit: @devine.plantery)
The idea behind deVINE Plantery began during the height of the lockdown last spring. Kelly was on one of her daily quarantine walks with her sister when they came across a variety of empty retail spaces in New Jersey. This sparked the idea of one of Kelly’s greatest dreams to open up a plant shop.
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^ Maya
(Photo credit: @devine.plantery)
The idea evolved and Kelly floated it to her childhood best friend, Maya, who was immediately on board. The two women had previously grown their love for plants back when they were both living in Philadelphia.
^ Kelly
(Photo credit: @devine.plantery)
When Kelly and Maya moved home to New Jersey they wanted to create something similar to the aesthetic they had grown to love and educate their hometown about plant care. The two feel strongly that plant care can both make a space look visually appealing and help one to feel good internally. That’s why their slogan is, “adding plant care to selfcare.”
The New Location
(Photo credit: @devine.plantery)
When deVINE Plantery began last spring it was exclusively an online store. The women did a variety of pop-ups around New York and New Jersey, while also providing plant deliveries to Northern NJ and NYC. They opened their first retail location in Maplewood at the Maplewood Mercantile Co-op space.
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They shared that, “We did a pop up there in summer 2020 and were asked to come back as a permanent member of the co-op. This was super monumental for us as we couldn’t believe we had grown to the point of being in a brick and mortar space, but we did it!”
(Photo credit: @devine.plantery)
The duo has begun wrapping up their residence in the Maplewood Mercantile Co-op and is putting all of their time and energy into opening their very own dedicated retail store. The new retail space will be located in downtown Montclair, at 28 South Fullerton Avenue.
As Kelly and Maya begin to close up their current location to prepare for the new opening, they shared that Montclair was a great town to make their new home as it would allow for longtime customers in and around Maplewood/South Orange to still feel like they can pop by and visit easily. The team proudly said that “Everyone in Montclair has been so welcoming to us since we announced that we are moving, and it really just reaffirmed that we made the best decision to get deVINE Plantery to the next level.”
The Growing Brand
(Photo credit: @devine.plantery)
Throughout their in-store and online sales, generally plants in the “easy-care” category are the best sellers. Their customer base is mostly first-time plant parents looking for beautiful yet simple and comfortable enough to care for products as they ease into their plant family journey. Some crowd favorite plants include pothos, snake plants, philodendron, and peperomia.
Accessories such as plant misters, ceramic pots, fertilizer, and more tend to regularly accompany a plant purchase.
(Photo credit: @devine.plantery)
There will be a lot of exciting events at the new location ranging from plant-related workshops at the retail store to more educational-focused events for all age groups. More information to come this fall.
deVINE Plantery’s opening day will take place on Saturday, June 26th with a ribbon-cutting ceremony at 1PM, masks required. Regular hours going forward will be Thursday through Sunday 10AM-6PM.
