Flora Gardens: Taking a gamble

When Danny Murillo and his mother, Carolina, got into the garden center business in 2009, some people might have thought their plans were misguided. The rough economy and California’s worsening drought jeopardized many garden retailers. But when Carolina, a trained arborist and recent retiree, presented her son with the idea of taking over a local garden center that was up for sale, the response was simply, “Let’s do it.” He was also in college and unsure of his career path.

When Murillo and his mother took over the business they later named Flora Gardens, they made a pact to stick it out. “We had told each other we’d commit to five years. Regardless of what happened, we’d stick it out for five years,” Murillo says. He acknowledges that the first two years were very hard. Though he was raised around plants, the son of “plant junkie” in his words, Murillo appreciated plants, but knew little about them, and neither of the partners knew about running garden centers. There was a large learning curve, but they found others in the industry ready to help. “People in the business were willing to extend a hand and help us learn,” he says.

Flora Gardens has quickly won a loyal following and has been honored as an Ojai Valley favorite known for the quality of their stock and responsiveness to customer needs. “I think our willingness to go the extra mile sets us apart,” Murillo says. “We do a lot of special orders and plant hunting.”

The Murillos are also known for being very particular about their inventory. The pair personally visits wholesalers and handpick all the stock. “Right down to the 4-inch pots, we pick it all,” says Murillo. When customers visit, they know they can count on a top-notch selection.

California’s ongoing drought has motivated Flora Gardens to adapt and offer more low-water and drought-tolerant selections, such as California natives, cacti and succulents. “Customers can be reluctant. They’re scared of the water situation. We have to teach them that certain things thrive in low water and they just need to change it up,” Murillo says. Carolina Murillo also offers free consultations on-site at customers’ homes. The popular consultations are extremely helpful to customers concerned about whether or what to plant.

As Murillo looks back on six years in the business, he’s most proud of learning to be resourceful. “The economy may be bad, Carolina says, but we need to be creative and resourceful. I like the way she thinks,” he says. For anyone just starting out in the business, he recommends making the most of the helpful attitude of others in the industry: “Learn from the people who have done it. It’s okay to make mistakes, but find people who have learned and mastered the trade, and learn from them.”