Downtown Wake Forest has always had a way of making local ideas feel right at home. From long-standing community traditions to new storefronts that add fresh energy to White Street, it is a place where small businesses take root, grow, and quickly become part of the fabric of the community.
This spring, that tradition continued with the opening of The Planted Bean, a 1970s-inspired houseplant shop bringing greenery, color, nostalgia, and a distinctly groovy personality to Downtown.
For owner Sarah Calvelli, The Planted Bean began not as a business plan, but as a quarantine hobby.
In 2020, while living in Texas with her husband, she looked around their apartment and decided it needed more life.
“‘I think we need more greenery,’ my husband said to me,” says Calvelli.
A trip to the nursery led to a few houseplants. Then came an Instagram account documenting her plant journey and a growing online community. Then, plant conventions and eventually, a bigger idea. With a background in retail, she began to wonder what it would look like to turn her love of houseplants into a storefront business.
By 2023, opening a shop had become her mission.
When she and her husband later relocated from Dallas, Wake Forest quickly stood out. Originally from the East Coast, she missed the charm and character of historic downtowns — the kinds of places people grab coffee, walk to a few shops, and spend an afternoon supporting local businesses.
“We looked at Apex and Cary, and then we found Wake Forest and fell in love,” she said. “A plant store in this downtown community just felt ideal.”
By early 2025, after working with a realtor to find the right space, she signed a lease in Downtown Wake Forest. The result is a shop that feels carefully curated from the moment you step inside.
Described by Calvelli as “a groovy place for houseplants,” The Planted Bean blends beginner-friendly plants, rare finds, pet-friendly options, pots, soil, plant care items, and nostalgic gifts into one colorful experience. The 1970s theme is not an afterthought — it is the heart of the brand.
Her love for the decade took root early, with parents who often played 70s music at home. Today, that influence shows up in the store’s colors, accessories, macramé, vinyl-inspired details, retro stickers, and the large disco ball that has quickly become a customer favorite.
“I wanted the store to stand out,” she said. “Everything I buy is intentional and matches the vibe.”
The response has been immediate. Customers often walk in and comment on the colors, the music, and the feeling of the space. Even shoppers who may not consider themselves “plant people” have found something to appreciate.
“Grown men come in and say, ‘This is a cool place,’” she said. “People love the vibe.”
Opening day confirmed that the community was ready for something like this. The line stayed out the door, and many of the online followers she had connected with before opening came in to meet her in person. But what stood out most was the support from the local community and fellow Downtown business owners.
“All the business owners have introduced themselves and offered assistance and support,” she said. “Downtown feels like this little club I get to be part of.”
For the larger Wake Forest community, The Planted Bean represents exactly the kind of independent business that helps keep Downtown vibrant, personal, and memorable.
“Downtown Wake Forest is strongest when we have a healthy mix of independently owned businesses, restaurants, services, and larger anchors that all work together to create a complete experience,” said Jason Cannon, President of the Wake Forest Business & Industry Partnership (WFBIP). “The Planted Bean is a perfect addition to Downtown. It brings something fresh, creative, and locally owned to the district, while adding to the walkable, community-centered energy that makes Wake Forest special.”
That local energy is also helping shape what The Planted Bean carries. After the first weekend, Calvelli quickly noticed strong demand for pet-friendly houseplants, a reflection of the many pet owners in Wake Forest. She increased her stock accordingly, with options such as spider plants and Pilea peperomioides, often called the friendship plant.
She has also seen a strong interest from beginner plant parents looking for low-maintenance options like pothos, ZZ plants, and snake plants. While the shop carries a mix of beginner and rare plants, her goal is to make houseplants feel accessible rather than intimidating.
“Don’t be intimidated by houseplants,” she said. “All it takes is one houseplant, and the rest gets so much easier.”
In time, she plans to offer more classes and community events, including plant education and craft-based workshops. A macramé event is already planned for June, with more partnerships expected in the future.
“I want to be a beacon for people to come talk to,” she said. “If you have questions about a plant, my door is always open.”
The Planted Bean’s opening also connected naturally with one of Wake Forest’s longest-running plant-centered traditions: HerbFest, the annual fundraiser hosted by the Graham Johnson Cultural Arts Endowment (GJCAE). Now in its 27th year, HerbFest continues to bring plant lovers Downtown in support of local nonprofit programming and community-based arts initiatives.
This year, The Planted Bean handed out coupons during HerbFest and saw many attendees make their way back to the shop — a reminder that Wake Forest’s plant community is both loyal and enthusiastic.
“We are always so amazed by the support and dedication of our plant people,” said Liz Johnson, Executive Director of GJCAE. “They show up in the 90-degree heat, the rain, the 40-degree chill, and always come happy and ready to support local. We are so grateful to be part of the Downtown Wake Forest community for the last 27 years.”
Together, HerbFest and The Planted Bean tell a broader story about what continues to grow in Wake Forest: local businesses, community support, creative entrepreneurship, and a shared appreciation for the people who bring new ideas to life.
For The Planted Bean’s owner, that support is deeply personal.
“When you shop local, you’re helping someone achieve a dream,” Calvelli said. “Every dollar counts. It means the world to somebody.”
As she looks ahead to her first year in business, her focus is simple: continue learning the community, listening to customers, growing her clientele, and creating a place where people feel welcome — whether they are experienced plant collectors or just starting with their first pothos.
And for Downtown Wake Forest, The Planted Bean may be exactly what its owner hoped it would be: the perfect puzzle piece, a little more greenery, and a groovy new place to grow something local.
