May 2024 - 34

5 MINUTES WITH ...
5
MINUTESWITH
By Teresa McPherson
Karli Heineman is the owner of rare
houseplants retailer Plant Vault in
Encinitas, California.
What do you love about your job?
The best part about my job is having the opportunity to
interact with plants daily while earning a living. Whether I
am catering to our inventory, devising marketing strategies
or meeting with my amazing team, every task is a labor of
love. I also find immense fulfillment in working closely with
our wholesale clients and assisting them in selecting plants
that resonate with their customers.
What has surprised you about opening
Plant Vault?
Embarking on the Plant Vault journey has been an
incredible ride, especially delving into the world of wholesale
partnerships. I've been pleasantly surprised by the deep
connections we've formed with our wholesale clients. What's
even more unexpected is the strong sense of community that
has flourished from these collaborations, driving us forward
together. Additionally, hitting milestones like gaining 72,500
Instagram followers (@plant_vault) in just a year and a half
has highlighted the growing appeal of Plant Vault's vision.
And receiving recognition from notable figures like Snoop
Dogg and Slash from Guns N' Roses, who recently gave us a
shoutout and reposted one of our reels, has been an exciting
affirmation of our brand's impact and influence.
34 | LAWN & GARDEN RETAILER | MAY 2024
What is your biggest goal for the year?
My biggest goal for the year is to innovate and capitalize
on emerging trends in the plant industry. With the rise
of live sales, I aim to develop creative strategies to make
them both engaging and lucrative, ensuring our customers
have an enjoyable shopping experience. I'm also focused on
making plant-related content more entertaining through
engaging podcasts and captivating storytelling, ultimately
fostering a greater appreciation for plants and their impact
on the environment.
What is something that few people know
about you?
Besides the fact that my parents accidentally sent
me to clown camp one year? LOL! I began my career at
the Academy Awards, where I had the opportunity to
interact closely with industry luminaries. Interestingly,
it was through these connections that I landed NASA as
a client for my own PR and marketing agency later on in
my career. At the agency, we worked on projects aimed
at bridging the gap between the entertainment industry
and scientific endeavors. This experience underscores
my passion for fostering connections between seemingly
disparate fields to drive positive change and gain
attention through entertainment.
Favorite plant to grow? Why?
I'm particularly drawn to those I believe will become the
next big trend in the plant world. Currently, I'm placing
my bets on the philodendron 'Orange Princess', monstera
Rhaphidophora tetrasperma 'Albo', philodendron 'Green Congo
Nuclear' and rare Aglaonemas (all sold on plantvault.com).
HeinemanKarli
http://www.plantvault.com
May 2024

Table of Contents for the Digital Edition of May 2024
