Self-Care Messaging and IGTV Help This Startup Thrive Amid Covid-19

This direct-to-consumer houseplant company benefited from shelter-in-place mandates, says co-founder and CEO Eliza Blank.

But a quick pivot to digital and a focus on wellness helped bring in a sales boost. 

After shelter-in-place orders took effect in cities across the U.S., some people turned to pet fostering or intricate baking projects as a means of comfort. Others sought the company of succulents and flowers.

The latter group helped boost sales for houseplant startup the Sill. 

Sales in April from the Sill’s website increased by more than 50 percent compared with March, a direct result of the shelter-in-place mandates, says co-founder and CEO Eliza Blank.

“We’re experiencing days that look and feel like Black Friday,” says Blank, who declined to share the New York City-based company’s revenue.

“The growth that we’re seeing is definitely beyond what we had planned to see this year.” The Sill has reportedly raised a total of $7.5 million in venture funding since launching in 2012. In August 2018, the company was on track to book nearly $5 million in revenue after reaching $1.7 million the year before, according to Business Insider.

Of course, that growth wasn’t just organic. Realizing the opportunity for the Sill to better connect with home-bound customers, Blank ramped up her efforts with social media and online learning.

As customers rushed online to buy fiddle leaf figs and anthuriums, Blank says she retooled the Sill’s marketing efforts to meet more consumers on social media.

She increased content for the Sill’s Instagram TV channel and focused on self-care messaging instead of solely promoting discounts.

Blank also pivoted in-person workshops on subjects such as propagation and plant care to digital classes. The in-person events had a maximum attendance of between 10 and 12 people, due to the limited space in the Sill’s stores, and took place once or twice a month.

Now, up to 100 people can join one of the five or more classes per month, Blank says.The Sill charges $10 for its online workshops. 

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