Meet Thurston Pope | co-founder, Coastal Succulent + Design

We had the good fortune of connecting with Thurston Pope and we’ve shared our conversation below.

Hi Thurston, every day, we about how much execution matters, but we think ideas matter as well. How did you come up with the idea for your business?
Our business idea goes back to 2013, when my business partner and I were visiting friends in L.A. and learned how easy succulents were to grow. Back home on the east coast, an idea was born to partner succulents with coastal inspired vessels, mainly Ball jars that we had painted pastel coastal colors and sanded to give a weathered, coastal look. We sold these at farmers markets and craft fairs, and were soon discovered by a local buyer from Whole Foods Market’s floral department. Our wholesale division launched and the business quickly grew. Covid arrived, and while we were still able to supple grocery stores with product, we began pivoting our business model more towards custom design. Our local community experienced a surge in home remodels and high-end new home construction, especially at our beaches. Interior designers became our best friend, as they started pulling us in to their residential and commercial projects to outfit the homes with plants. We quickly amassed a list of luxury “permanent” (artificial) vendors to supply the demand for secondary homes and commercial spaces where live plants were not ideal. We opened our design studio in 2022 and have focused primarily on custom designs ever since, serving our clients from coast to coast.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Our business is extremely niche. We are not a “plant shop” and never wanted to just sell house plants, or be a nursery to cultivate plants. We approach with high-end design in mind, a niche service known as “plant styling”. We are most proud of the luxury service we provide our clients. We got to where we are business wise through networking, asking the right questions, and being mindful of not expanding too fast. Every step we’ve taken has been done carefully, through assessing the risks involved. It has not been easy, and there have been LOTS of sacrifices. We overcame challenges by being willing to evolve, and taking challenges one day at a time. Lessons learned are that there are many highs and lows in retail, so expect the unexpected. Always begin with the end in mind, and create agreements (whether with clients or with partners) that outline expectations. I’d love for the world to know that we are a high end design service, not a plant shop, and that our customer delight is our number one priority.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Our coastal town of Wilmington, NC really packs a punch. We have a historic downtown area, beaches, and many shopping destinations. Favorite downtown spots are Yosake suchi bar, and then a new piano lounge above it is called Tempo 33. Midtown offers shopping (check out Independence Mall and Mayfair Town Center). The area around Wrightsville beach is our favorite. Shops and restaurants abound in Lumina Station, and our favorite restaurants around there are Kipo’s, Origins, Brent’s Bistro, Ceviche’s, Bridgetender, and Oceanic restaurant. Top it off with a trip to Boomballotti’s ice cream!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Our business success is due to the very supportive coastal community we live in, as well as the support of our many local interior design firms who have trusted our creative vision and brought us on board their project. Mainly, Lindsey Cheek, owner of Gathered (interior design firm) who has been a massive mentor to us.

Website: https://www.coastalsucculent.com

Instagram: @thecoastalsucculent