This spring, we’re celebrating women-owned and operated businesses that bring beauty, inspiration, and meaningful connections to their communities. Join us as we highlight their unique stories, expertise, and impact.

During the COVID-19 pandemic, an unprecedented interest in houseplants took root as people sought to nurture their indoor spaces. Forrest Schrader embraced this movement, transforming her personal passion for plants into Lost in the Forrest, a business that began in her spare bedroom.

At the time, Forrest was an elementary school special education teacher, weaving her love for education into teaching others about plant care. Five years later, Lost in the Forrest is a thriving ecommerce business and plant shop in St. Louis Park, Minnesota. While she’s no longer in the classroom, education remains at the heart of her business as she helps customers become confident, successful plant owners while fostering a community built on a shared love for plants.

We caught up with Forrest to get her insights on entrepreneurship and the lessons she’s learned along the way.

As a woman-owned business, what unique challenges and advantages have you encountered in the industry? 
I’ve faced my share of challenges, but also found many incredible opportunities. Like many young female entrepreneurs, I’ve had to navigate spaces where I wasn’t always taken seriously, especially with wholesale and supplier negotiations. This has fueled my determination to build a business that’s successful while supporting others carving their own paths.

One of the greatest advantages? The community we’ve built. So many of our customers, collaborators, and fellow small business owners are women or underrepresented voices in this space, and we’re committed to lifting each other up. Lost in the Forrest isn’t just about plants, it’s about creating a space where people feel inspired, connected, and empowered. At the end of the day, it’s not just about surviving in the industry, it’s about thriving and making room for others to do the same.

What has been the most rewarding aspect of leading a business?
The most rewarding part of leading Lost in the Forrest has been building a community around something I love. Seeing people walk in, connect with plants, and feel genuinely excited about bringing nature into their spaces is the best feeling. What we do every day isn’t just about selling plants. For us, it’s about helping people grow their confidence in caring for them, creating environments that bring them joy, and making the plant world feel more approachable.

Growing a business that reflects my values is incredibly rewarding. From working with ethical suppliers to supporting other small businesses, I love that we’re building something bigger than a store. Watching my team thrive, collaborating with inspiring people, and welcoming returning customers time and time again makes the hard work worth it.

What’s an obstacle Lost in the Forrest has overcome since its inception?
One of the biggest challenges of owning a business is realizing that passion alone isn’t enough, you must wear a hundred different hats, and some fit better than others! When I started Lost in the Forrest, I was obsessed with plants, but I quickly learned that running a successful business meant mastering more than houseplant care.

I’ve had to navigate everything from global logistics and supplier relationships to commercial real estate, inventory management, and even unexpected hurdles like shoplifting. Every day brings a new lesson, and while some are tough, they’ve made me a stronger, savvier business owner. The key has been learning to adapt, problem-solve, and build a business that isn’t just about selling plants – it’s about creating an experience for our customers.

Have you experienced any shifts in plant interest in the years after the pandemic? If so, can you share more about your approach to those shifts?
Rare and collector plants have become considerably more available and affordable which is a significant change from just a few years ago. Back then certain plants were near impossible to source without paying a fortune. Fast forward to present day and more growers are producing them, making them accessible to a much wider range of plant lovers.

Because of this evolution, we see more and more customers who started with a pothos or snake plant feel confident enough to dive into the world of unique and uncommon plants. Our approach has been to make rare plants feel approachable by offering education, care tips, and helping customers select the right plants for their space and lifestyle. The plant world is expanding, and we love being a part of that journey with our community!

How has your customer community shaped the way you operate your business?
Community is everything! From day one, we’ve focused on building genuine relationships with our customers by getting to know them, their interests, and their needs. We stay engaged in local Facebook groups, actively listen, and take feedback seriously even when it’s tough to hear. These honest conversations have shaped the way we do business, influenced the products we carry, and helped us better support our community.

What is the most valuable piece of advice a woman has given you?
The best advice I’ve ever received from another woman was simple but life-changing: just be yourself. When I first started Lost in the Forrest, I spent so much time looking at what other plant businesses were doing online, trying to fit into what I thought I was supposed to be. It never felt quite right.

Then someone told me to stop worrying about what others were doing and, instead, lean into being me. So, I did. I let our customers see my goofy side, I naturally shared my genuine love for plants, and I stopped trying to fit into a mold that wasn’t mine. That’s when everything changed. People connected with the real me, and Lost in the Forrest truly became our community, not just a store.

What’s next for your Lost in the Forrest?
There’s always something exciting growing at Lost in the Forrest! We’re expanding our wholesale side, getting our plant care products into garden centers across the country. It’s been incredible to see shops that we admire carrying our products, and we’re excited to keep growing that part of the business.

Closer to home, we’re expanding our in-store events and classes. People love coming together to learn, create, and connect over plants, so we’re leaning in. Whether it’s hands-on workshops, community events, or a fun evening surrounded by greenery, we want to make our space a true hub for plant lovers. There’s a lot in the works, and we can’t wait to share more soon! 

Stay up-to-date with Lost in the Forrest via their website and @lostintheforrestco on Instagram. To shop Accent Decor’s wholesale decor and wholesale pots and planters along with newest trendy plant pots, visit accentdecor.com. 

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