We’re always giddy when we come across a new brand we love, especially when it’s created by a female-founder. Today, we got to pick Jess’ mind, from her productivity tips to what it was like to build an app that helps you care for your urban jungle.

What was the deciding factor that drove you to found Hedira?

I love living in the city, but being an outdoors person, I started to miss having more greenery and nature around me. I started filling my home space with beautiful plants and noticed that people kept coming up to me saying “I miss nature too! How do I care for this plant? Why is this one dying?” There was a surge of people who wanted to create their own calming spaces and have something to care for but who lacked the knowledge to keep them green and healthy. Hedira was born!

How did you get started?

I had to make sure that it was an idea that had legs. I set about talking to people, looking into the plant market and checking out the competition.

What was your objective as founder of Hedira?

I really want to help people learn more about plants, and find the right ones for their space so that they don’t die!

How do you stand out compared to your competition in a crowded market?  What’s the secret sauce?

The conversations that we’re making with likeminded people. We’re constantly changing and improving Hedira, and a lot of this comes from listening to the people who are using the app! What sets us apart are the stories that we’re hearing from the people using us – so many have started out on Hedira with two plants (and barely keeping those alive) to having their homes covered in plants!

As a founder what were your biggest challenges in the beginning?

If I’m honest? Finding the name was a nightmare! I had my first ever presentation of my business idea, and 5 minutes before I still hadn’t been able to find a name. We ran out asking people on the street what they thought of 4 names that I’d written on a piece of paper. It definitely helps sell and present an idea.

What have been your biggest learnings so far?

Learning when to ask for help!

How do you like to stay focused?

Music is my go-to for staying focused. When people ask me the best apps, Spotify is always on the list!


View this post on Instagram


There are over 2,000 species of cactus… We love these Bunny Ear Cactus (Opuntia microdasys) 🐰 what’s your favourite? 🌵

A post shared by Hedira (@hedira.io) on

What inspires you or helps you to stay inspired as a founder?

The stories that I hear from our users.

Do you have a favourite app? (besides Hedira, of course )

You guessed it – Spotify!

What interests do you have in your downtime – if you have any?

I have so many interests it’s hard to pick one! At the moment it’s trying to perfect homemade gyozas

What’s your favourite fact about plants (or a specific plant)

Our newsletter to users is super nerdy – we cover so many random plant facts which always blow my mind! We recently published facts about houseplants throughout history which includes a 1,000 year old houseplant which was super interesting.

What’s next for Hedira? Any exciting projects or launches coming soon?

We’re introducing some super cool features in the coming months which are really going to make a difference for Hedira. My lips are sealed!


View this post on Instagram


Pancakes galore from @delight__yun 🥞 Pilea peperomioides can also be called Chinese money plants, UFO plants & Missionary plants! 💧Water around once a week or when the soil has gone dry to the touch 🚿Mist to keep the leaves free of dust. If your home is dry, set the pot on damp stones. 🔆Bright indirect light, although light shade encourages larger leaves 💩Fertilise monthly with an all-purpose plant fertiliser during the spring and summer growing seasons. 🚑Luckily these plants tell you when they are not getting enough water – the leaves will droop! #plants #plant #planta #pilea #pileapeperomioides #indoorplant #indoorplantsdecor#greenfingers #planttips #careinstructions #plantsmakepeoplehappy #indoorgardening #indoorplants #houseplants #indoorgarden #plantlove #urbanjunglebloggers #plantsarefriends #plantlover #urbanjungle #instaplants

A post shared by Hedira (@hedira.io) on

What’s next for you? Do you have any goals for the next 5 years?

If 2020 has taught me anything, it’s that everything can change very quickly! I’d personally like to have finished the South West Coastal path which runs from North Devon all round Cornwall to South Dorset. It might take me a while!

If I could tell you one thing? (what advice would you tell your younger self!)

To die my hair red and then blonde again. Peach was just a really bad look.🤦‍♀️

Ready to give your plants the care they deserve? Check out Hedira today on the iOS or Google Play app store today. Feeling inspired by this story? Check out more of our female-forward business stories on the blog.