Curated Plants with STUMP
Doesn’t it seem like indoor plants have made a comeback in recent years? These days, it feels like everyone can appreciate a nice snake plant, succulent or “ZZ” plant while out at their favorite shop, or as a corner accent in their apartment living room.
On social media, there is a certain plant community that has emerged; this aesthetic that combines calm, natural lighting, handmade ceramics with a touch of greenery has likely crossed your feed from time to time. One of the brands behind this emergence is STUMP a Columbus, Ohio based business.
While I was living in Columbus, searching for new local shops to explore, STUMP came up in many social media searches and conversations with colleagues and friends. When I made my way to their Italian Village shop in 2016, the warm, neutral environment was immediately charming and tranquil. The monstera that my wife and I purchased from their German Village shop in 2018 has been a personal favorite in our house; we recently repotted it into two separate plants, each a robust, serene staple in our space. With each purchase, you definitely feel like you are buying into a lifestyle, not just a plant.
Since 2015, STUMP has grown to establish multiple locations throughout the country and a large social media following. I was fortunate to connect with Brian and Emily Kellett, the visionaries and entrepreneurs behind STUMP, to capture some photos, featuring their sweet pup, Ray, in their Van Aken location in Cleveland.
We talked about their beginnings, how travel inspires the STUMP brand, and the importance of pursuing local artists and manufacturers.
How did you two meet?
Mutual friends introduced us. Emily's roommate and Brian's friend were dating and they said that the two of us should meet. . . the rest is history.
As individuals, and as a couple, did you always have your eyes set on entrepreneurial pursuits?
We both had entrepreneurial spirits prior to meeting. But we started thinking about starting a business after a few months of knowing each other and dating.
Emily, could you talk about your background in industrial design?
I was in school for photojournalism when I saw the documentary Objectified and after watching it I knew I was much more interested in the process of product design. Once I did some research on different industrial design (ID) programs I chose to transfer to Columbus College of Art and Design (CCAD).
It was at CCAD that I had the opportunity to dive deeper into design research and it was that area of ID that led me to learn more about the horticulture industry.
Today I still use my background in ID to design, develop, and find manufacturers to produce products we sell in our shops and as wholesalers to plant shops around the U.S. and one in Canada.
Brian, could you talk about your background in still-based media?
After injuring myself riding mountain bikes, photography was the one hobby I could keep participating in. Hanging out with my buddies who were still riding provided me ample opportunities to learn how to shoot quicker and how to work with natural lighting.
My first job as a photographer came when a high school teacher asked me to photograph a piece of his woodworking - it was my photos of this piece that ended up on a cover of Woodcraft magazine. . . once I received my check for that project I knew I had to quit working for $5.50 an hour at the bike shop.
I ended up going to CCAD for still-based media studies (photography) and then onto getting my Master of Fine Arts in photography from Brooks Institute in Santa Barbara, California.
Can you tell me about the preparation that went into the initial launch of the store in 2015?
We could write pages on this. . . but in short we had a few really good pieces of advice from a family member who explained how to get started (get legal, get an accountant, figure out what we don't know how to do).
Then after that we started looking for a storefront; once we found it - our 5th avenue shop in the Italian Village of Columbus - we spent about a month getting the space ready along with coordinating our suppliers.
STUMP has been around for five years now, what have you both learned since its inception?
Communication is key - with employees, suppliers, a lawyer for advice, and each other. Without excellent communication it's really difficult to make the best decisions and offer the best service for our customers.
Being a business owner isn't easy and it has much more highs and lows than days that are just chill.
We are still learning exactly what it means to be the "owner.” One thing people and employees might not understand is that we work for our customers, employees, and our landlords. In other words - we can't quit even if we wanted to.
“We only want to sell products that we believe are good for our customers, good for the environment, and ones that have a timeless design.”
What are some of the deciding factors when choosing a city for a STUMP location?
Our locations are much smaller than the typical garden center, each between 550-1,250 square feet. The result shifts from a single location garden center with many employees and large amounts of inventory to a model that gives us the flexibility to reach a broader audience of enthusiastic plant lovers of all ages and backgrounds. . . and to be honest, each location magically presented itself to us rather than our growth being a function of our business plan.
In each of these communities, we sincerely love building people’s confidence to bring nature into their homes & lifestyles—many of whom buy their first plants from us. This is why we have grown to open shops in four of our favorite cities.
Talk about the core philosophies that drive the STUMP brand.
World-class customer service meets high quality plants & sustainably crafted planters. That sums it up.
We only want to sell products that we believe are good for our customers, good for the environment, and ones that have a timeless design.
You both travel often. How does travel inspire the aesthetic you bring into your stores?
Primarily, traveling gives us the opportunity to see how other retail shops do things, both right and wrong. From those observations we refine our shop experience.
What would you say makes STUMP unique compared to other plant shops?
Our customer service and use of materials. We make all our own fixtures - which is very different from other plant shops.
How do you support local artists and incorporate local manufacturers?
Over 98% of our wares are made by ceramic artists in Ohio, Pennsylvania, Indiana, New York, Massachusetts, California, North Carolina, or in Roseville, Ohio by a manufacturer we visit regularly and interact with daily.
We strive to only sell planters that will be worth keeping for many years to come, even as the plants they hold grow and are transplanted into larger planters.
I can only imagine 2020 has been a challenging year as business owners. How has the pandemic affected the business?
In short — we are now closed on Monday and Tuesday. We lost several employees through the shutdown (they decided not to return) and it taught us a lot about how other business owners deal with stress.
I’ve noticed that STUMP now offers curbside pickup and delivery in Columbus, Ohio. Any plans to grow your E-commerce business in the future?
Curbside pickup requires us to have an additional space for that inventory, so we can keep the two inventories separate - so as of now we do not plan on adding curbside to other locations.
“But. . . it’s very satisfying to have the ability to offer your vision to the rest of your community.”
Talk about the community STUMP has created on social media. How does social media play a role in building brand awareness and buy in?
Instagram and Facebook are difficult tools to master and they provide ample opportunities for growth.
For us, it was much easier early on and currently we are refining our own best practices, content strategy, and posting schedule. It's a whole different side of the business that requires 24/7 attention.
What would be a good starter plant for someone who doesn’t have a “green thumb?”
What advice do you have for up and coming entrepreneurs?
Know that it's going to be much more work than you could ever imagine if you don't already work for yourself.
But. . . it's very satisfying to have the ability to offer your vision to the rest of your community.
