Inside a Verde Tribe At-Home Plant Consultation
Charlotte-based houseplant coach Veronica Leon, founder of Verde Tribe, joins OTR to talk about plants, purpose, and building a community-centered business.
Born in Quito, Ecuador and inspired by her grandmother’s plant wisdom, Veronica’s journey began with a love for greenery and evolved into a mission-driven brand helping people create healthier, happier homes through indoor plants.
From Quito to Charlotte: Veronica Leon’s Journey Into Plant Entrepreneurship
Veronica Leon
Veronica is the mastermind behind Verde Tribe. A native of Quito, Ecuador, that made Charlotte her home in 2001. Her love for houseplants started thanks to her grandma, Carli. She remembers abuelita Carli talking to her houseplants while she removed dead leaves and watered them.
Veronica’s passion for houseplants began when she moved to Spain in 2017 for a year to get her Masters in Marketing. She found herself adding indoor plants to her new space because they helped her feel like she had a little piece of home with her while she was away.
Veronica moved back to Charlotte in 2018 and didn’t want to return to the corporate world. She always dreamed of having her own business and being able to give back to her community. She thought about all the things that brought her joy, and houseplants were one of them!
She did a lot of research and found that indoor plants had excellent benefits like purifying the air, lowering stress levels, improving productivity, and making our body and mind feel happier and healthier. She wanted to help people bring greenery into their homes, and in February 2019, Verde Tribe was born.
Veronica started learning everything she could about different plants and their care. Along the way, her abuelita Carli shared her tips and plant wisdom, and Veronica deepened her knowledge by taking plant care courses and workshops. Through plenty of trial and error, she became a houseplant expert and at one point was a proud plant mom to over 130 houseplants.
She helps new plant parents and beginners develop their green thumb. Through her Plant Styling services, she suggests which plants will thrive in any space. She also diagnoses plant problems and provides clear, personalized solutions through At-Home Consultations, Virtual Consultations, and educational workshops designed to help plant babies thrive.
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