From struggling plant mum to running a M’sian succulent delivery that’s now 4 years old

CarrieAnne, the founder of Dóro, an online gift shop specializing in succulent arrangements, initially struggled to keep succulents alive, a common challenge for beginner plant parents. Her journey began with frustration over repeated plant casualties, prompting her to seek advice from her landlady and conduct extensive personal research. This personal experience led to her developing significant confidence in succulent care and eventually establishing Dóro. The business launched in 2017 with approximately RM20,000 in bootstrapped capital from her and her partners' savings. The website and product photography were completed during a four-day Merdeka weekend, setting the foundation for an exclusively online operation. Dóro's commitment to online retail was present from day one, driven by a strong belief in e-commerce's potential. This strategy was notable in 2017 when in-person browsing for plants was more common. The brand's occasional participation in bazaars before the pandemic likely contributed to building its online reputation. The subsequent launch of a sister brand, Bloomspace, also operated without a physical storefront. The COVID-19 pandemic further validated Dóro's online model, as more customers shifted to purchasing items like plants online, leading to an increase in sales, especially from first-time houseplant shoppers exploring new hobbies like gardening. While specific figures are not disclosed, Dóro sells over a thousand potted plants and succulents monthly and has provided arrangements to multinational corporations, fashion brands, local companies, and royalty. Over four years of operation, Dóro faced significant changes. A major transition occurred in late 2018 when one of the partners departed, coinciding with CarrieAnne giving birth to her son, which made managing a home-based business challenging. This led to the strategic decision to build a team to handle day-to-day operations and relocate to a larger office. In 2020, Bloomspace was launched to offer readily potted houseplants, expanding Dóro's offerings and shipping across Peninsular Malaysia. This expansion was a natural progression, aligning with the brand's focus on plant gifting, and Bloomspace quickly grew to contribute a significant portion of the company's revenue. CarrieAnne highlights the unique appeal of succulents, citing their vast diversity in colors, textures, and characters, with over ten thousand species available. She notes their stunning and unique appearance, especially how their color intensity changes with light exposure, adding an element of surprise. Succulents thrive on neglect and require minimal watering (once every few weeks) and sufficient sunlight, making them ideal for busy individuals. The Dóro team meticulously selects healthy succulents for their arrangements, paying close attention to minute details such as color, texture, and build, as well as packaging and presentation. Crafting a Dóro Life arrangement (priced at RM169) takes 30-45 minutes, with each team member producing 10-20 pieces daily. The care invested in the products is appreciated by customers, who often share unboxing videos on social media. CarrieAnne expresses fulfillment in knowing their gifts positively impact someone's day. Despite the presence of numerous online plant delivery competitors, Dóro differentiates itself by specializing in succulent arrangements, carving out a niche in the gifting market. The brand remains committed to its e-commerce model, with no plans for a physical nursery. Future plans include refreshing their product range to continue challenging themselves in creating innovative gifts, building on the success of their flagship Dóro Life product. #Ecommerce #SucculentDelivery #OnlineRetail #PlantGifting #MalaysianStartup #EntrepreneurshipJourney #SmallBusinessGrowth #Ecommerce #SucculentDelivery #OnlineRetail #PlantGifting #MalaysianStartup #EntrepreneurshipJourney #SmallBusinessGrowth