Our Story
A journey to de-mystify the watering cycle of houseplants
Frond sprouted back in 2021 and is an independent small business located in beautiful Cornwall.
After 15+ years in design, working for independent businesses and large brands, I took the leap during the covid lockdown to launch Frond, of course, with the invaluable help and support from family & friends.
With a love of houseplants, design, and all things biophilia, I wanted to create products that are the perfect companions to plants and loved by customers – stepping away from the throw away culture and instead focusing on quality, considered and functional products.
Thank you so much for coming to our site and supporting my independent business!
Joe Allam the product designer behind frond.
Our story
Considered design for thriving plants
At Frond, we're passionate about plants and design. Our mission is to simplify and demystify the watering cycle and basic care of houseplants through elegant and purposeful products.
The Seeds of Frond
At the heart of Frond is our founder, Joe Allam, a seasoned product designer with a diverse background that spans iconic brands like Trunki, Anglepoise, and Cannondale. Despite his success, Joe felt the need to connect more deeply with nature. In 2017, a simple sketch planted the seed for Frond, and by 2019, Joe took the leap, turning his passion for plants into a blossoming reality.
Nurturing Growth Through Challenges
As Joe began developing prototypes, the unexpected hurdle of a global pandemic struck. Undeterred, he spent lockdown refining his designs and ensuring Frond's products could be manufactured sustainably in the UK. In February 2021, Frond sprouted to life, introducing Flo, our first self-watering planter, designed to elevate your houseplants both visually and practically.
Designing with Purpose
Frond's ethos revolves around creating not just good-looking products, but ones that foster a direct connection with nature in our homes. Sustainability is not just a buzzword for us; it's ingrained in everything we do. We strive to break free from the throw-away culture by offering products designed for longevity and multiple uses.
A Growing Family of Planters
Our flagship product, Flo, set the tone for Frond's designs—minimalist, modern, and highly functional. But the family has grown, welcoming Orla, a humidity-regulating glass planter, and Cos, an elegant terrarium that simplifies plant care while adding a touch of sophistication to your space.
Beyond the Blooms
Frond isn't just about selling planters; it's a journey of education and engagement. We understand the challenges of nurturing houseplants, and our products are crafted to empower you with the knowledge needed for your green companions to thrive indefinitely.
Blooming Recognition
Our journey has taken us to prestigious platforms like the Chelsea Flower Show, where Frond was short-listed as a finalist for the RHS Chelsea Sustainable Garden Product of the Year 2023. While accolades are great, our focus remains on continually developing and improving, driven by our passion for hands-on involvement.
Join Us in Cultivating Beauty
