5 minute read
LEADING WITH PURPOSE: Interview with Courtney Goldberg, Urban Spikes
from Issue 31
Urban Spikes offers a curated selection of custom and inspired botanical creations by our in-house design team. We picture our designs as art for your home, further working to compliment your aesthetic and vibe.
Our pieces, which combine wood, healing gemstones and countless other unique natural accents, with succulents, preserved moss, cactus and plant varieties, yield a composition that’s captivating and interesting. We aim to create specialized modern nature for our clients.
My definition of success has evolved over the years with each business and family milestone I’ve experienced. I’ve owned Urban Spikes for 7 years and during that time, I had my third child, lost my mother to cancer and guided the business through a pandemic, your definition of success can change in an instant. Right now, our goal is growth so we’re setting goals to define our next level of success.
WHAT INSPIRED YOU TO START YOUR BUSINESS AND BECOME A FEMALE FOUNDER?
I like to say my mom was an entrepreneur before it was cool! Growing up watching her build a business, without a doubt, influenced my path to become a female founder. My mom was energized by involving her kids in her career, whether it was bringing us along to a TV appearance or testing recipes with her in our kitchen. I saw firsthand throughout my life her persistence to build a successful career, without sacrificing her time with family. All of the values I was naturally taught in this process, I reference daily as I’m making decisions on how to balance my career and family. I’m thankful for the strong foundation I received from my mom and have no doubt Urban Spikes was born out of the spirit she instilled in me.
WHAT UNIQUE PROBLEM DOES YOUR BUSINESS SOLVE, AND WHAT MOTIVATED YOU TO ADDRESS IT?
Despite never having a green thumb, I have always loved the warmth and inspiration botanicals bring into a space. When my husband and I bought a mid-century-modern home and took it down to the studs, I wanted greenery to add character, but without the stress of caring for it. I was drawn to creating designs with cut succulents and moss because of their low maintenance and versatile nature. One of my best friends, Kari Feinstein, who owns Enlighten Med Spa, encouraged me to start selling arrangements and offered her business as my first sales location. Soon after, Urban Spikes was born, and now our cactus, plant, and botanical designs adorn thousands of homes and businesses throughout DFW.
CAN YOU SHARE A MEMORABLE MOMENT OR EXPERIENCE THAT SOLIDIFIED YOUR DECISION TO PURSUE ENTREPRENEURSHIP?
I can name a lot of moments that worked to stop me in my tracks. Honestly, I believe the combination of customer and family support in my first year of business gave me the courage and energy to propel Urban Spikes forward into what it is today. I immediately and overwhelmingly received positive feedback on my designs from customers, so proof-of-concept was established pretty quickly. That in combination with support from my husband, family and friends to trust my intuition was all I needed. And with that, I built a very niche
WHAT IS YOUR VISION FOR THE FUTURE OF YOUR BRAND, AND HOW DO YOU PLAN TO CONTINUE GROWING AND EVOLVING?
Our brand is very visual because most of what we create is original and completely inspired. Opening our studio 4 years ago was a huge turning point for Urban Spikes. Our client’s are able to come in person to see the breadth and variety, and details of our designs. We’ve worked to evolve the studio into a space that includes something for everyone, from our most thoughtful centerpieces to the perfect grab-and-go gift. We’re continuously working on elevating designs with new natural accents, healing gemstones, elevated vases, and unique concepts. While we started solely making tabletop arrangements with cut succulents, Urban Spikes now also offers large plants, nature installations, moss walls, and faux creations. We can schedule on-site or virtual consultations to get started, and our team of designers work with you to conceptualize, create and ultimately install custom designs tailored to your space, style and brand. We also offer full-service weekly or monthly maintenance plans to keep your space looking fresh, modern and elevated all year long.
IN WHAT WAYS DO YOU COLLABORATE OR CREATE OPPORTUNITIES FOR PARTNERSHIPS WITH OTHER WOMEN-OWNED BUSINESSES?
As a female founder, it’s incredibly comforting and inspiring to work with other women who are getting it done. I started Urban Spikes during a time when home trunk shows were popular. The whole foundation of my business was built on women helping women. Women offered up their homes and networks of friends to support each other’s businesses. We tagged each other on social media and sent marketing emails to our customer bases publicizing each other’s brands. Also, I feel we give special attention to opportunities with women-owned businesses, most of which tend to push us creatively and fuel our passion for supporting women in our community. Our most recent collaboration with a woman-owned business is with the Afloat app, which offers gifting on-demand in Dallas.
Contact
Instagram: @urbanspikes
Website: www.urbanspikes.com
