In a city where everything moves quickly, from same-day deliveries to back-to-back schedules, Plntd is doing things differently. The Dubai-based brand, co-founded by Sherif Abdulla, is helping people bring plants into their homes in a way that feels simple and low-pressure. Instead of focussing on selling houseplants or encouraging people to be flawless plant parents, Sherif wants to help us reconnect with something real.
Forget impulse buys and fast-fading ferns; this number one rated indoor plant platform is encouraging a more mindful approach to bringing nature into the home. Offering resilient, low-maintenance greenery and genuinely helpful aftercare (think one-month follow-up calls and on-demand plant SOS consults), Plntd is helping to remove the pressure that comes with not having ‘green fingers’. And while the aesthetic appeal is obvious, the added benefit of cleaner air makes plants feel less decorative and more of a necessity.
In this interview Sherif talks to The Ethicalist about building a brand that meets people where they are, and how just having one small plant in the room can shift the energy.
TE: You describe Plntd as ‘a more considered approach to living with plants.’ What does that mean?
Sherif Abulla: We’re so used to speed: buy now, deliver today, onto the next. But living with plants asks something different of us. It asks us to pause and notice. At Plntd, a more considered approach means meeting people where they are, but also inviting them into something slower, more meaningful. We don’t just want you to own a plant, we want you to feel connected to it. From the way we curate our sets, to how we follow up after delivery, we try to create moments of calm in a world that doesn’t always allow for them.
TE: How do you stay grounded with a mindful brand in such a fast-paced region?
Sherif Abulla: It’s definitely a balance. But we’ve learned that slowness can be a form of intention. Rather than rushing to keep up with every trend, we try to listen to our customers, to the spaces we’re in, to the rhythms of nature. The region moves quickly, but that’s also why people are craving something softer, more grounded. We offer a quiet alternative. Our role isn’t to compete with the noise, it’s to offer a little breath between it all.
TE: Air pollution is an issue in the UAE and some plants help clean the air. Are there any you’d recommend for making our homes healthier?
It’s incredible how something as simple as a plant can improve how we feel both mentally and physically. Beyond the emotional benefits such as stress relief, calm, and focus, there are certain plants are also known for their ability to purify the air. In a region like the UAE, where we spend a lot of time indoors, this becomes especially important.
We often recommend Snake Plants, Rubber Trees, and Peace Lilies – all of which help filter common indoor pollutants. These are plants that do more than sit in a corner, they work quietly to make your space feel better, breathe easier. At Plntd, we always say that living with greenery isn’t just about aesthetics, it’s about how you want to feel in your home.
TE: Your SOS consults and one-month follow-up calls feel so personal. Why was it important to build that kind of emotional support into the plant-buying experience?
Sherif Abulla: Because plants aren’t just purchases, they’re relationships. And like any relationship, there’s a learning curve. We built our aftercare tools because we saw people feeling unsure or discouraged. One missed watering and they’d give up. We wanted to change that. With a little encouragement, a quick call, a simple tutorial, most people realise they’re more capable than they thought. Our goal is to build confidence, not perfection.
TE: Plntd doesn’t just sell greenery, it helps people turn their homes into more nurturing spaces. Why do you think we’re craving that kind of connection now more than ever?
Sherif Abulla: We’re more connected than ever, and somehow more disconnected too. Screens, schedules, cities can all feel overwhelming. Plants offer something beautifully human: a reason to slow down and pay attention. At Plntd, we think of greenery as more than décor. It’s a kind of quiet companion. Something that brings softness to our spaces, and maybe even to ourselves.
TE: You’ve said Plntd doesn’t want to take centre stage, but to quietly support people. Do you see this as part of a wider shift toward more meaningful consumer experiences?
Sherif Abulla: Absolutely. People are moving away from loud, performative brands and gravitating toward those that feel human, thoughtful, real. At Plntd, we believe in being present, but not overpowering. We’re here to support, not to steal focus from the life happening in your space. Whether it’s through the way we communicate or the tools we offer our clients, it’s about creating plant care that feel less about perfection and more about connection.
For more information visit the Plntd website plntd.ae or follow their instagram handle @plntd.ae
