In the unlikeliest of beginnings, Houston-based IT professional Leena Pettigrew turned her knack for killing houseplants into a thriving business, generating nearly Rs 1.25 crore (approximately $148,600) in just one year. What began as an attempt to fill empty corners of her home with greenery has now become a profitable side hustle, helping to sustain her family and even allowing her husband, Marquise, to step back from his full-time job.
Leena’s plant journey started humbly in 2017 when a gifted golden pothos met an early end in her care. It wasn't until five years later, in 2022, that she gave indoor gardening another shot. A trip to a nearby store for succulents spiralled into an obsession, eventually filling their home with towering, leafy Monsteras and other oversized plants.
Realising they were running out of space, Leena found an online marketplace called Palmstreet to sell her extra plants and launched her side business with livestream auctions on the platform last June.
By July 2024, the Pettigrews were raking in an average of $12,380 monthly, according to financial documents seen by CNBC. Working from their garage, which doubles as a makeshift greenhouse, the couple now manages an impressive stock of up to 1,000 plants at any given time.
Though Leena juggles her green business with a full-time IT job that pays around $90,000 annually, her passion for plants has become much more than a hobby. With help from Marquise, she’s scaled the business to sustain both of their incomes. She also serves as a paid consultant for Palmstreet, offering insights to budding entrepreneurs in the plant-selling space.
The couple’s business model shifted dramatically after a life-changing moment during one of their early livestreams. Leena, initially uncomfortable on camera, found herself more relaxed and authentic when Marquise joined in, cracking jokes and arranging plants with charm. “He made me laugh, which really helped me come out of my shell,” Leena says. Their authenticity resonated with viewers, and that first four-hour livestream auction ended with 53 plants sold.
With their popularity growing, the couple refined their business model and raised their prices. Today, Leena can sell large Monsteras for upwards of ₹9,500 ($115), with each livestream generating sales for around 100 plants.
The side hustle’s success allowed Marquise to reduce his hours at an auto repair shop he co-owned, a job he often found taxing. Now, he only manages appointments by request, primarily for friends and family.
In contrast, the plant business is a welcome reprieve. Leena notes that their team of five part-time contractors relies on the couple’s venture for supplemental income, rather than a sole livelihood, easing some pressure. With customers more relaxed and satisfied, the couple says the entire experience is far more fulfilling.
To balance their multiple revenue streams, which include Leena’s IT job, the plant business, Marquise’s auto shop, and a virtual mechanic side gig, the Pettigrews have started to prioritise personal time. "The extra income has even funded some short weekend trips around Texas, a much-needed escape,” says Leena, reflecting on the challenges of working from home while managing a side hustle that occupies their garage.
If her plant business can outpace her IT salary in the coming years, she dreams of selling the auto shop, relocating to Florida, and opening a large greenhouse. Her vision includes hiring enough staff to reduce their workload and dedicating more time to volunteer work.
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