‍At A Glance‍

The failure rate for first-time gardens is 90 percent. Gardenuity was founded in 2017 with the goal of turning that around by offering customized garden kits that were tailored to a customer’s growing circumstances. Today, Gardenuity boasts a 98-percent success rate, allowing its customers to reap the therapeutic and wellness benefits that come from putting seeds in soil and nurturing live plants. As you read the story of Donna Letier, you’ll find out why this mission is so very personal for her.

Who is Donna Letier

Donna Letier is the co-founder of Gardenuity. She spent 30 years working in product development, design and marketing for iconic retail brands like Neiman Marcus and Barney’s. Now, she’s getting her hands dirty to make gardening–and all the health benefits that come with it–more accessible. As you read her story, you’ll see why it’s a project that is so very personal for her.

About Gardenuity

Research has shown that tending to and growing plants provides therapeutic benefits such as reducing loneliness and anxiety. Yet as the gardening industry became the domain of big-box stores, the failure rate for first-time gardens is 90 percent. Gardenuity was founded to bridge this gap, using technology and horticultural expertise to improve the success rate for first-time gardeners and thereby make the activity–and all the health benefits it provides–more accessible. “We're listed as a wellness company,” Donna says, “And we're really a wellness tool for modern leaders.”

Donna’s Journey

Donna Letier’s first job out of college was working for Neiman Marcus, the starting point for what is now a 30-year career, largely in retail. She’s worked at Barney’s and Borders and co-founded a home decor and furnishings company. Gardenuity, which she founded with Julie Eggers, is something else entirely. “I was not a master gardener,” Donna says, “but I really loved the idea of building community and experiential retail and the gardening industry had not been updated since big-box retailers started carrying live goods and big bags of soil that have no expiration dates on them.” This is a mission-driven business that aims to empower more people to enjoy gardening and the positive effects that come with it. “Part of our foundation is that my daughter is in a wheelchair,” Donna says, “She is non-ambulatory, non-verbal, and the picture of perseverance. Even though the doctor said she wouldn't live past five, she's 28 and happy and joyful and she can roll her wheelchair out and pick a tomato. We make it to where the wellness benefits that come from actually watching a flower bloom, or putting your hands in soil, can be enjoyed by anyone.”

Growth industry

Gardenuity has assembled a skilled team of more than two dozen people, who handle a wide-range of responsibilities from horticulture to writing tutorials to the GrowPro on-call customer support team. In fact, as part of the marketing team, the GrowPros have an incredibly thorough understanding of the company’s operations. “They're the front lines,” Donna says. “They know how things are packed, how they're shipped and that knowledge really helps them have better conversations with the customers.”

Gardenuity’s CX philosophy

You might think a green thumb is the most essential trait for one of the GrowPros. However, it’s actually their ears. “We learn the most from our customers,” Donna says. “Our best product ideas come from our customers. You just have to have the mindset to be a listener.” ​​It was listening to customers that sparked the idea for sending weather alerts over text, letting customers know about a pending cold snap in their area or potential storm so they can be proactive, and protect any outdoor plantings. “That's a way to connect to the customer,” Donna says, “and really, it’s growing with the customer and being part of the story.” After one Christmas, Donna got a call from a customer who was specifically disappointed in the herb garden he’d given his wife that year in what was their first Christmas as a married couple. He’d picked out the herb garden because if fit with the theme they’d chosen for the holiday: growing old together. He’d ordered it, and once it arrived, he’d wrapped it up and placed it under the tree only to have the plants wind up dead by the time his wife opened the gift on Christmas morning. The reason the plants died was obvious: lack of access to sunlight and water. Donna saw the problem was much deeper. “What that told me was that people want to give a gift at the holiday season,” she says. “But we can't expect anybody to tend to plants during the busy holiday season if they're giving it as a gift.” The solution: the giftable garden. The kit ships right away with a card inside that has a QR code. When the recipient is ready to care for the plant, they scan the code and the plant ships from the closest farm.

Using AI to create a better match

Gardenuity matches its grow kits to the customer’s region and expected weather, using a proprietary technology the company has actually patented . That system is built on an AI foundation.

Steady by the season

Like most garden stores, April is a huge month for Gardenuity. Unlike most garden stores, Gardenuity also has a sales surge in November and December for the holidays. “Our only down time is really August,” Donna says, “because it's too hot to ship, too hot to plant, but internally that's our time to really finalize for the holidays.”