Some of the most successful businesses begin as simple hobbies, growing organically over time. For Emma Sibley, founder of London Terrariums, a love for houseplants blossomed into a bustling storefront and workshop space in East London. Now, more than a decade in, Emma shares how she continues to scale her business while keeping creativity at the heart of everything she does.
The leap from passion to business
Emma’s interest in houseplants started in university, where swapping plants and creating terrariums was a fun way to connect with friends. As requests and interest from family and acquaintances grew, she realized she had a real opportunity on her hands. “I’'ve really got to give this a go now,” she remembers thinking. “And if I don’t, it will be one of those things I’'m always thinking about.”
Soon, terrarium supplies took over her kitchen table. Selling at markets led to a studio space—then an even bigger, vibrant shop in East London.
Unlocking events
Emma says the business truly took off when workshops became a main offering. “That was a really exciting moment, because it was like, ‘Oh, this is so much more than just selling a product. We are selling an experience.’”
The London Terrariums team aims to create memorable events that keep participants coming back. “It’s our job to give people a new love and enthusiasm for the terrariums,” Emma says. She’s learned that providing a warm and welcoming environment attracts a wide range of customers—from solo hobbyists to entire friend groups.
The success of events prompted Emma to redesign her online store, making it simpler to manage and sell workshop tickets.
Diversifying revenue streams
Beyond its physical shop, online store, and workshops, London Terrariums has expanded through brand collaborations—creating custom displays or art pieces. “[Collaborations have become] one of our biggest income streams," Emma says, adding that these projects help her stay creative and avoid the monotony of day-to-day admin.
Looking ahead, she plans to grow further through pop-up shops and brand partnerships, broadening her reach while allowing creative expression beyond the confines of a single store.
Discover how London Terrariums evolved from a passion to a business. Listen to the full interview on Shopify Masters.
