Founders Rosanna and Tom Costello secured £18,000 in funding through the British Business Bank’s Start Up Loans scheme and delivery partner Transmit Startups. The growing demand for houseplants has been fuelled by an increase in remote working, with individuals seeking to create a comfortable and inspiring workspace.

Green-fingered customers can make an appointment with the Hilda Houseplants experts, as well as shop for a range of tools, compost, accessories, pots and plants, at the new store on the corner of Newhaven Road and Ferry Road in Leith.

The budding business couple secured the £18k in funding after running a successful pop-up shop and market stall since 2020 and now will use the funding to give their business a permanent home.

The Costellos taught themselves how to grow, care for and cultivate their own houseplants after moving into a new flat with no garden or access to nature back in 2014. The seed of the business idea was planted when they set up a stall at the regular markets in Leith and Stockbridge, where they made a name for themselves selling plants and sharing tips on how to look after them.

The houseplant hospital later launched as a pop-up at Space at Seventeen where, for a small fee, customers were able to book a 30 minute slot for access to tools, compost and friendly guidance.

Keeping family at the heart of the venture, the couple named the business after Mr Costello’s grandmother Hilda, a fantastic plantswoman who lived near the botanic gardens in Edinburgh. Now 20 years later, the couple have managed to keep one of Hilda’s original houseplants thriving.

Rosanna Costello said: “Getting the keys to our first shop was a huge day for us — I never thought I’d be able to make a full-time job from one of my favourite hobbies.

“Collaborating with people and teaching them about their plants has been really rewarding, and we’ve had a great response from customers who have a new appreciation for their plants now they know how to care for them properly.

“With more people working from home, the demand for houseplants has grown in recent years. People look to them as a way of creating a more comfortable and inspiring work environment, and this is especially the case for those living in Edinburgh, where many of the properties don’t have gardens or access to an outdoor living space.”

Barry McCulloch, senior manager, UK Network, Scotland at the British Business Bank, said: “Rosanna and Tom are taking advantage of the houseplant trend, and we’re pleased to be helping as they get ready for the shop opening.

“It is great to see a business that first began as a hobby growing and thriving. The Start Up Loans programme was established to not only provide funding through a range of delivery partners but also offer support for entrepreneurs all over the country through additional business activities such as marketing, accounting and business development.”

Alan Tweddell, senior business advisor, Transmit Startups, added: “Enabling passionate people to seize market opportunities and turn their skills and hobbies into an income stream is exactly what we’re here for.

“It was a pleasure to help Rosanna and Tom take this exciting step and I know that Newhaven will be healthier and happier because of their business.”