Meet The Succulent Spot
FOUNDED BY
THE INTERVIEW
Written by Boston Women’s Market & Joy Liu
Boston Women’s Market: Can you tell us a bit about what led you to begin your journey with your business? Was there an aha! Moment?
Joy Liu: During the first year of COVID, I started growing succulents at home. At first, it was just a hobby — I became fascinated with propagation, and it quickly turned into an obsession. By spring, I had so many extras that I began selling them on Facebook Marketplace. By fall, I had hundreds of plants, so I joined Arlington Town Day. That experience was my “aha” moment — I realized this could be more than just a pastime, it could grow into a real business.
BWM: For many women starting out in the entrepreneurial world, there can be a lot of self-doubt. Do you have any personal stories about how you conquered self-doubt? What guidance would you give to others?
Joy: Every summer I keep my succulents outdoors, and every year I’m fighting against nature — pests, weather, mildew. Some years, I’ve had to throw away hundreds of plants, and the loss really hurt my business. In those moments, I questioned if this was sustainable.
But over time, I learned to branch out into different ways of protecting and maintaining my plants. Even with setbacks, there are always new solutions and plenty of gains. What keeps me going is knowing that when a customer receives a succulent, it’s healthy, freshly potted, and ready to thrive.
BWM: What are some steps someone can take today to begin that journey of discovery?
Joy: Start by visiting markets, doing research, and finding the unique identity of your product. Talk to people — vendors, customers, suppliers — and dig deeper into sourcing so you can improve both quality and profit.
When I first started, arrangements were expensive to make. Instead of buying costly wholesale pots, I used old pots I found on the street. Later, I began making my own cement pots, which not only gave me creative control but also cut costs and increased profit.
BWM: Can you talk about a time that you failed in an entrepreneurial venture or objective? What was the lesson learned?
Joy: One early failure was overcommitting to events without fully understanding how much inventory I’d need or how to price correctly. I ended up stressed, tired, and not profitable at some markets. I learned that not every event is the right fit, and that saying “no” is just as important as saying “yes.” Now I focus on events that align with my audience and where I can show up at my best.
BWM: Do you have a favorite moment so far with your business?
Joy: When I sell a succulent, I don’t just hand over an arrangement — I share care tips so customers feel confident keeping it alive long-term. That’s why one of my favorite moments was when a stranger came back months later to tell me their plant was thriving. It was incredibly validating to know I wasn’t just selling a plant, but also giving them the tools to enjoy it and keep it healthy.
BWM: How have you continued to manage the growth of your business while also finding time and ways to invest in yourself?
Joy: It’s definitely a balance. I’m a mom to a 5-year-old, I love to work out daily, and I also run two other business ventures. To stay grounded, I batch tasks — like planting, prepping soil, or making arrangements — and dedicate specific days for market prep. On other days, I focus on my craft maker space, which connects me with the local creative community. I rely on to-do lists and set goals by the day to keep everything moving.
BWM: If our community wants to dive deeper into empowering their own journey, what resources do you offer?
Joy: Starting in September, I’ll be hosting a series of vendor meet-up coffee talks in my craft maker space. New and experienced vendors are welcome to come, ask questions, and share their experiences.
BWM: From one small business owner to another, what is your favorite go-to business tool or resource you can recommend to our community?
Joy: High-quality photos are best for branding. Good photography instantly elevates your brand. I recommend Freepik — it has great photos and icons that can really lift up the look of your brand.
BWM: Anything else you'd like to share?
Joy: This year I opened a craft maker space called Foodzilla Makers Party. My goal is to build a craft community where people can learn new skills, connect, and collaborate. We keep classes small so instructors can give hands-on guidance and participants can really dive into the experience.
