In today’s digital economy, entrepreneurship does not always follow a traditional path. In fact, not every small business begins with a storefront, conventional website or a perfectly mapped business plan. For Joelibeth Portillo, it began with a plant that brought her comfort, then another, then a collection that quietly became a source of joy and routine. “My love for plants started as a form of therapy and personal joy,” she says.
© IG: Succulents Empire"That personal ritual began to attract others' attention. “When people started asking if I sold plants, I realized there was an opportunity to turn something I genuinely loved into a business.”
Also, that leap was also fueled by something bigger than a hobby. “My family was my biggest motivation,” she says. “I wanted to build something meaningful, something of my own, that reflected my passion while creating stability and growth opportunities for us.”
Starting small, learning fast
In the beginning, Succulents Empire ran entirely from her home. A lot of manual labor in whatever space was available, and logistics that were a daily challenge and a learning curve.
“The early days were filled with learning experiences,” Joelibeth remembers. “I was managing inventory from home, packing orders myself, and navigating logistics. It was challenging but incredibly rewarding.”
Why Palmstreet made sense
Over time, as the business grew, Joelibeth wanted a way to sell that still felt personal. She was not looking for a transactional setup. She wanted to talk to customers, answer questions in the moment, and show each plant honestly.
© IG: Succulents EmpirePalmstreet offered exactly that. “The app offered a unique opportunity to connect live with customers,” she says. “I value real-time interaction and community building, and the live format allows me to showcase plants authentically while building trust.”
Her first live sale brought her lots of emotions but also some clarity. “I was very nervous but excited, but that experience taught me that authenticity matters more than perfection. Customers connect with genuine energy.”
Community vs. Shop
Her approach became less about simply listing plants and more about showing up with intention. “Consistency, engagement, and focusing on community,” she says, are what moved things forward.
“My best month came when I shifted from simply selling plants to creating an experience,” she says. For others trying to build momentum, she keeps it straightforward. “Focus on energy and building authentic relationships with your audience.”
© Succulents EmpireBehind the scenes, the business is ran by her and her husband. “Working together has strengthened both our business and our relationship,” she says. “We divide responsibilities, communicate clearly, and support each other’s strengths.”
© IG: Succulents Empire"This is more than a business… it’s a family built dream, grown with passion, hard work, and an incredible community that supports us every day"
What comes next
Joelibeth sees the next chapter as expansion with purpose, both online and beyond it. “Our goal is to continue expanding Succulents Empire, grow our community, participate in more events,” she says, “and inspire others to believe that turning passion into business is possible.”
