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Joanne L., Owner

Joanne L., Pine Flora, Owner

Toronto, ON

In search of a thoughtful, keepsake wedding favour, Joanne found her passion. Now the Owner of Pine Flora in Toronto, she has created a place for lovers of plants, home décor, creativity and growth!

Where did the inspiration for your business stem from?

With parents that wanted me to pursue the sciences, and my right brain therefore pushing (hard) to stay top of mind, my degree in Psychology with a second major in Studio Arts was borderline predictable (and I guess a happy compromise). It still took approximately eight job changes however, for me to find my entrepreneurial spirit and truly develop my passion as a creative. Pine Flora came about following my hunt for the perfect wedding favour in November of 2016. Goal: To give a gift that guests won’t throw out. The result? Succulent plants that my guests are caring for to this day. What I didn’t expect was that this little seed planted in my head (pun completely intended) would eventually blossom into my full-blown obsession with succulents and houseplants. One short year later, Pine Flora was born.

Pine Flora came about following my hunt for the perfect wedding favour in November of 2016. Goal: To give a gift that guests won’t throw out.

Joanne L, Pine Flora, Owner

Toronto, ON

What is the best part of what you do and why?

I enjoy interacting with fellow and future plant lovers, helping them bring more green into their homes. Every time someone comes up to me and tells me that they “can never keep any plant alive,” it’s an opportunity to chat with them and understand the reason behind why they have difficulty caring for their plant babies and how to fix it. It’s also amazing to hear about how their plants start thriving once we figured out the root of the problem!

Why is community important to you?

Community is incredibly important as it becomes clear really quickly how tough being an entrepreneur can be. I never actually had a business background and it took some time to figure out the financial and logistical aspects of starting my own business. Since beginning my journey, I’ve met so many incredible people within the Toronto community, vendors and customers alike, who have contributed to how I currently run Pine Flora. It is because of these valuable interactions that I felt encouraged to take chances in areas I never thought I would take when I first started my business.