Small Business Profile: PLANTERDAY Mission-Driven Plant Shop

The strongest businesses aren’t just well-run — they’re well-rooted. Boutique plant shop Planterday was built with a clear commitment to the community it serves. For founder Matt Day, giving back isn’t an add-on or a marketing strategy; it’s part of the operating philosophy. The result is a business defined not only by what it produces, but by what it contributes.

What inspired you to create this business, and what gap were you determined to fill?

Planterday really came out of my own experience with grief and healing. After losing my mom to cancer—and earlier, my dad to suicide—I found myself searching for something that could actually help me process everything I was carrying. Working with plants and soil became that outlet. It gave me a sense of grounding and calm that I hadn’t found elsewhere.

Through that experience, I realized there was a gap. There were plenty of plant shops, but very few spaces that centered mental health, emotional well-being, and accessibility. I wanted to create something that wasn’t just about selling plants, but about sharing the healing power of caring for them and creating space for people to feel supported.

We're moved by your community-centric and mission-driven business model. Tell us more about your non-plant activities and passions.

For me, Planterday has always been about more than plants. Mental health advocacy is a huge part of what we do. We donate a portion of our proceeds to support suicide prevention work, which is deeply personal to me.

We also host workshops, community events, and creative gatherings because I want the shop to feel like a space where people can connect—with themselves and with each other. Outside of the shop, I’ve also been involved in grief support work through organizations like The Dinner Party, helping create spaces where people can talk openly about loss.

At the end of the day, my passion is really about building community and creating environments where people feel safe, seen, and supported.

What's your best advice for folks who think they have a "brown thumb"?

I hear that all the time—and honestly, I don’t believe in “brown thumbs.” I think it usually just means someone hasn’t found the right plant for their space or their lifestyle yet.

My advice is to start simple. Choose plants that are more forgiving, pay attention to the light in your space, and don’t put too much pressure on yourself to get everything perfect. Plant care is a learning process. The more you engage with it, the more intuitive it becomes.

We’re always here to help guide people through that, so it feels less intimidating and more approachable.

What do larger or more conventional alternatives simply not prioritize the way you do?

I think what sets us apart is intention. For us, plants aren’t just products—they’re tools for connection, healing, and growth.

We really prioritize the human side of things: taking time with customers, having conversations, understanding what they need, and creating a meaningful experience. We also stay rooted in our community, whether that’s through donations, partnerships, or the kinds of events we host.

Larger retailers tend to focus on volume and efficiency, which makes sense for their model—but we’re focused on impact, both on an individual level and within the community.

How do you personalize the experience for your clients? 

Personalization is a big part of what we do. We spend time getting to know our customers—their space, their lighting, their experience level, and what they’re drawn to aesthetically.

People will often bring in photos of their homes, and we’ll help them find plants that actually work in that environment. We also offer guidance on care, help with repotting, and make sure people leave feeling confident about what they’re taking home.

It’s really about meeting people where they’re at and making the whole experience feel supportive rather than overwhelming.

Are there any upcoming events that people should know about?

We regularly host workshops, creative events, and community gatherings, and that continues through the spring. While specific events can shift, people can expect opportunities to engage with plant care, creativity, and community in different ways.

The best way to stay updated is by checking in with us in-store or online, since we’re always adding new events and collaborations.