Today we’d like to introduce you to Soraya Homayounfar
Soraya, we appreciate you taking the time to share your story with us today. Where does your story begin?
It’s funny how this all started—I initially began with selling plants on Facebook marketplace while working my entertainment finance job. I was living uncomfortably close to my office (so close colleagues could see me on my balcony) and was trying to block the view. I was essentially creating a hedging structure on my balcony, keeping the plants that worked and selling the ones that didn’t. What started as a practical fix quickly became something I genuinely enjoyed.
Although I had a full-time job, I knew it wasn’t for me. I just wasn’t sure what the next step looked like. I did think about this idea though, and the possibility of it actually being something serious.
Then, I lost my job. Three weeks later, I landed a contract role, but I hated it. I kept thinking about just walking out and pursuing this full-time, literally every single day. Before I even had to make that decision myself, the contract ended abruptly after two weeks. I was honestly more relieved than anything.
That felt like the final push—like the universe was pushing me to do what I actually needed to do. That’s when Goodroots was born.
The business has grown quickly, and through it all, I’ve remained the sole owner and investor. It’s wild to think I started this less than a year ago. I didn’t have a perfect plan (and there was a lot of trial and error), but I’ve learned that adaptability and trusting the process are everything. And I wouldn’t have it any other way.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I wouldn’t say it’s been a smooth road, but I also never expected it to be. The challenges have felt more like puzzles to solve rather than roadblocks. In the beginning, there was a lot of trial and error—figuring out what resonated with people, refining the brand, and learning the logistics of running a business firsthand. There was no playbook, so I had to just dive in and figure things out as I went.
One of the biggest struggles was balancing the creative and business sides. I love designing and working with plants, and despite my background and business degree, I initially wanted nothing to do with the operational or technical side. I was tired of it. At the same time, I had to shift my mindset around money—coming from a structured finance career, it was discouraging at first to not be making anywhere close to what I was used to. I had to learn patience, to trust that growth takes time, and to not let an obsession with immediate success get in the way of actually building something sustainable.
Another challenge was identifying the right clients. I knew I wanted to focus more on B2B, but it took time to find businesses that truly valued the level of service I provide. It was a constant balancing act—setting my pricing to reflect the work while also making sure I could sustain and grow the business. In the beginning, it was tempting to take on anything that came my way, but over time (and some big lessons), I learned that saying no to projects that didn’t align with my long-term vision was just as important as saying yes to the right opportunities. The good thing is, those clients—the ones who appreciate the thought and care behind what we do—are out there, and I’ve been able to build relationships with businesses that see the value in investing in their spaces.
I had a network, but nearly all of Goodroots’ growth came from cold outreach, word of mouth, and just consistently putting myself and the brand out there. Building trust with new clients and proving our value offering is an ongoing process.
Appreciate you sharing that. What else should we know about what you do?
Goodroots is a biophilic design studio, creating spaces that feel intentional—not just decorative. What sets us apart is that we operate as a design service, not a traditional plant or floral shop. That being said, everything we do is tailored to the client and their space, which is why we don’t follow the brick-and-mortar model. While we do sell a select number of individual plants and flowers, our real focus is on designing environments—whether it’s a full-scale plantscape, recurring floral installations, or event florals that feel unique and considered.
At the end of the day, people come to a design service because they want us to do the thinking for them. That’s why we specialize in Designer’s Choice—full creative freedom to curate, create, and deliver something thoughtful and unexpected. The best results come when clients trust the process, and more often than not, they end up loving something they never would’ve picked themselves.
What I’m most proud of is how quickly Goodroots has grown and the relationships we’ve built along the way. Seeing our work become part of people’s everyday environments—where they eat, work, and gather—is what makes this so rewarding. And then of course there are the more noticeable milestones.
At its core, Goodroots is about more than just plants or flowers. It’s about creating spaces that feel good to be in.
How do you think about happiness?
Honestly, the fact that I’ve put so much of myself into the business lately makes it hard to even come up with an answer that doesn’t have to do with work. But outside of that, I think what makes me happy is having space to just exist without pressure—whether that’s a slow morning with coffee, getting lost in a good book, or just walking around the city with no real agenda. And as much as I’m constantly working on things, I’m happiest when I can step away and be fully present.
Lately, I’ve been trying to find more of that balance—letting myself enjoy things just for the sake of enjoying them, without always thinking about what’s next.
Contact Info:
- Website: https://goodroots.la
- Instagram: goodroots.la
- Facebook: https://www.facebook.com/goodrootscollective
- Yelp: https://www.yelp.com/biz/goodroots-los-angeles
- Other: https://www.pinterest.com/goodrootsla/
Image Credits
Ben Gaudioz-Young, Caia Alessandri
