Ivan and Angeline, the owners of the homegrown botanic brand, Soilboy, speak to Men’s Folio about their relocation to New Bahru, the development of their brand, reconnecting with nature and the “Plant Parents” movement. (Photo Credits: @soilboy)
How do we make time for nature amidst the hubbub of our everyday lives? For Ivan and Angeline, the coupled minds behind Soilboy, reconnecting with nature can come in the form of the not-so-humble potted plant.
Previously located in Upper Thomson, the horticultural-centred lifestyle brand has just recently uprooted and relocated to New Bahru — the talk-of-the-town creative enclave built upon the bones of the former Nan Chiau High School. Helmed by the Lo & Behold Group, of Tanjong Beach Club and The Coconut Club, the cluster has emerged as a vibrant home for many a craftsman and artisan — Soilboy included.
(Photo Credits: @newbahru)
Positioning themselves as a one-stop-shop for all things horticultural, it’s clear that Soilboy has its bases covered. For one, its plant catalogue is expansive — boasting potted vegetation from across the globe that includes the likes of olive trees, asparagus ferns, bottle trees and Japanese black pines. Though, for the most part — the younger sapling versions of their adult counterparts. Rather than offer the more commonly sold mature plants of the trade, it appears that Soilboy wishes to extend the pleasure of cultivation to the consumers — to watch their plant grow — from young to adult.
Soilboy’s offering is not limited to just flora but includes items like planters and planting “essentials” such as spades, potting mix and planter trays. Some of the items it retails are created in partnership, particularly its planters which are designed by foreign artisans such as Gaonyou from Korea, and lifestyle goods like hats, tote bags and Nalgene bottles that feature the work of local illustrators such as Oak & Bindi.
Perhaps the most holistic of Soilboy’s offered services comes in the form of hands-on botanical workshops and more uniquely — a plant clinic. The Japanese art of Ikebana is the focus of one of these sessions and involves the refined arrangement of cut stems, leaves and flowers. Its other workshops include Kokedama — the art of growing plants in moss-covered balls of soil, Bonsai wiring — which trains Bonsai stems to reposition themselves to a desired style, and a terrarium-centred version of Kokedama.
On the other hand, its plant clinic service is brilliant in the simplicity of its premise. Ivan and Angeline acknowledge that it can be a daunting task to figure out the best practices for a plant. Sometimes even when all the marks are checked: leaves turn brown, buds shrivel and the plant wilts. Rather than throwing in the towel and letting your precious plant baby wither away, plant parents can bring down their ailing plant for diagnosis and treatment by the Soilboy team, regardless of whether the plant has been bought from Soilboy or other botanists.
Below, the minds behind Soilboy share with Men’s Folio the latest developments in their brand, while delving deeper into the essence of sustainability that they hope to share with Singapore (and the world in due time), and the prospect of reconnecting with nature through the potted plant.
New Bahru is the talk of the town — how did it become the choice for your newest store?
We needed a new space because we had maxed out our inventory space at the old location + the lease is coming to an end. Coming from a design background, I was particularly drawn to the creative energy of New Bahru. It felt like the perfect fit for Soilboy.
What feels different about Soilboy’s New Bahru location and your original store in Upper Thomson? What do you hope to do differently here?
The New Bahru store is five times bigger than our original location in Upper Thomson. It features a dedicated workshop space, which we’re calling our experience store, where people can come and learn everything about planting. This new space also allows us to share more of our brand’s aesthetic vision.
It’s been 4 years since Soilboy started as an online website in 2020. What have you discovered about yourselves and the brand over this time?
Taking care of plants has taught us patience and improved our problem-solving skills. It requires time, understanding, and a continuous effort to bridge the gap between nature and humans
Doing business with a partner has its challenges and perks — How has your relationship been integral to Soilboy’s growth over time?
We’ve had many intense conversations, but we always overcome them because we share the same vision and mission. Trusting each other completely is crucial to building a brand together. This foundation of trust extends to our entire team as well.
Soilboy has worked with both local and foreign collaborators in designing your planter and lifestyle products (like illustrator Oak & Bindi). How do you choose who you work with?
We choose collaborators who share our vision and values, ensuring we have a genuine connection and can vibe well together. It’s important for us to work with like-minded people who bring creativity and enthusiasm to the table. At the core of our collaborations is the principle of having fun and enjoying the creative process. This approach helps us create unique and inspiring products that resonate with our customers.
Do you have a favourite child (i.e. plant baby)?
At the moment, Angeline’s favourite is the three-leaf clover with pink flowers, also known as Oxalis articulata. For me, my favourite will always be Decarya madagascariensis.
What do you think of the “Plant Parents” movement? Do you think it’s here to stay, a microtrend or just a label for something that has been around for years?
We believe the “Plant Parents” movement is here to stay. As humans, we have a natural curiosity about nature and a desire to be close to it. Caring for plants fulfils this need and will always be a part of us.
Who is Soilboy’s primary customer? Have you noticed any big changes or growth in your customer base over the years?
Our primary customers are homeowners and first-time plant enthusiasts. We connect with them because we started as plant enthusiasts ourselves and love sharing tips and care guides. Over the years, we’ve noticed more people from different backgrounds getting interested in plant care and indoor gardening.
What have you noticed about Singaporeans’ preferred plants? Is aesthetics or convenience being prioritised?
Singaporeans prefer plants that are both aesthetically pleasing and fit well into their home interiors. They also prioritize low-maintenance and easy-to-care-for plants. The ease of plant care often depends on how much knowledge we have about the plant; the more we know, the easier it becomes to care for it.
Do you feel like this increased interest in plant ownership translates to Singaporeans becoming more eco-conscious? Why or why not?
Not necessarily. Many Singaporeans have plants at home primarily for aesthetics or to complement their interior design. However, at Soilboy, we advocate for extensive plant care knowledge. We aim to remove the idea of discarding plants when they aren’t doing well and instead educate people on how to care for them. This approach promotes long-term sustainability.
What about for you guys? Has running Soilboy changed the way you see and feel about Singapore’s green/natural spaces?
Yes, definitely! We have a newfound admiration for the landscape planning in Singapore. Visiting places like Gardens by the Bay, we now truly appreciate the effort that goes into maintaining these spaces. Understanding the species and the exotic nature of the plants has deepened our appreciation even more.
Tell us more about your workshops! How did they come to be? Do you conduct these in-house or are you working with third parties?
We started Soilboy because we couldn’t find enough local plant care tips and wanted to share our experiments online. Our workshops allow us to share the plant knowledge we’ve gathered over the years, helping people understand more about plant care and styling.
In addition to conducting workshops ourselves, we’ve invited guest experts, like Benji_Plants from overseas, to host classes in Singapore. This gives us the opportunity to learn plant care and styling techniques from around the world.
Did the popularity of your workshops come as a surprise? Are there plans to expand the offerings or develop them on a larger scale?
Yes, the popularity of our workshops was pleasantly surprising. We do have plans to expand our offerings to include a range of plant care classes, from basic to intensive levels. Many people learn plant care at home or in preschool with outdated tips, like watering plants daily or needing cool conditions for all plants. We aim to provide more accurate and detailed information through our expanded workshops.
What advice would you give to those considering becoming first-time plant parents?
Remember, having a plant is a long-term commitment. Don’t water a plant just because it looks sad, as overwatering is the number one plant killer! We provide helpful plant care guides with each plant we sell. For urgent issues, you can bring your plant to our store, and we’ll help diagnose it.
Where do you see Soilboy 10 years down the line?
We have plans to expand overseas. Our mission is to inspire curiosity and appreciation for the greener things in life. Over the next decade, we aim to introduce a range of lifestyle products that align with this mission. We envision Soilboy becoming a global brand known for promoting sustainable living and helping people connect with nature through plant care and stylish, eco-friendly products.
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