Navigating the House Plant Market

Interest in houseplants has exploded in recent years. But what causes floral trends, and prices, to grow? Zachary Crockett sows a few seeds.

• SOURCES:
  • Justin Hancock, director of research and development at Costa Farms.
  • Brian Williams, co-owner of Brian's Botanicals.
  • Sarah Williams, co-owner Brian's Botanicals.

• RESOURCES:
  • "Bidding Wars and $1,000 Succulents: The Wild World of Rare Houseplants," by Hannah Holland (The Washington Post, 2023).
  • "Houseplants Boomed During the Pandemic. Gen Z and Millennials Say the Popularity Is Here to Stay," by Lucia Starbuck (KUNR, 2022).
  • "The Most Iconic Houseplant Trends Through the Decades," by Wretched Flowers (Architectural Digest, 2021).
  • "Meet the Plantfluencers," by Penelope Green (The New York Times, 2018).