Meet Diane Pennington of Succulents by Diane in Tempe

Today we’d like to introduce you to Diane Pennington.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
In 2017, my stepdaughter and I took a class on arranging succulents in cigar boxes. I thought they would be live plants, I didn’t know about artificial succulents yet. But as we worked with the beautiful artificial/faux succulents, I discovered a new passion, a hidden talent and a form of stress relief (a few months later, my life became more stressful and I was grateful for the creative outlet). I started making arrangements for myself and sharing them on Facebook with my friends. I would get a lot of comments asking me where I got the plants. And once I said I made them myself, I was asked if I would sell them. Then, I made some to give as presents. Everyone I gave an arrangement too, would all ask me how to care for the plants. They were all shocked when I said that they didn’t need to do anything because they were artificial.

My friends and family encouraged me to start selling my arrangements. I sold some to friends and family to give as gifts for Christmas 2017 and that is where my business started. In spring 2018, I decided to become a craft show vendor. I have slowly built up a following and have met so many new, wonderful friends. The vendor community I have joined support and encourage each other. They truly believe in community over competition.

So far, my favorite shows to be involved in are Sweet to the Soul and Made With Love Gilbert! The ladies who organize these shows are special and support your success. The spring shows are almost over, but I will be back out there again in the fall.

I love making these arrangements and I especially like making custom ones. I love working with someone and bringing to life what they envision. I post everything I make on Facebook and Instagram.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
I was so naive when I started. I had no idea what it took to have a small business. It takes a lot more than just creating my arrangements. Every day I learn something new. I am taking courses and signing up for workshops to help me with the business and marketing side.

I couldn’t do any of this without the help and support of my husband. He is my rock and the muscle behind my vendor booths. I can’t imagine doing a show without my husband’s help.

Please tell us about Succulents by Diane.
I specialize in artificial succulent arrangements. Some of my favorite arrangements are the ones I have made on wreaths, in an old fashion water pitcher and basin, colorful teapots, and some other unique pots. A lot of customers first come to me for a small arrangement because the larger ones are a real commitment. Sometimes, they need to go home and check out where they have a spot for larger home decoration. Or they want something similar but larger, smaller or in some way different. I love working with these customers and getting to know them.

I know there are others that sell artificial succulent arrangements, but I think I am the only one in the valley that specializes in only making these arrangements. I also think I am the only one who has a booth at different craft shows throughout the valley.

What are you striving for, what criteria or markers have you set as indicators of success?
I would love for my business to grow and continue working with all of these wonderful people I am meeting. But for me to feel successful, I need to find a balance between my family, my full-time job and making these beautiful arrangements. I am not there yet.

Contact Info:

• Website: Succulents-by-Diane.shopify.com
• Phone: 623-340-0740
• Email: succulentsbydiane@gmail.com
• Instagram: Succulentsbydiane
• Facebook: Succulentsbydiane@penn1ngton

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