When Eliza Blank moved from rural Massachusetts to New York City to attend college, she was surprised to crave the greenery that had surrounded her at home. The granddaughter of an avid gardner, and the daughter of a houseplant hoarder, Eliza was frustrated in her search to find the plants she needed to add life and color to her city life. Her search at upscale florists and wholesale nurseries was, well, fruitless.