Urban Farm Girls

What Urban Farm Girls does

Urban Farm Girls (DBA: Urban Farmgirls) is a San Francisco-based garden design studio and pottery workshop, founded in 2009, that designs and handcrafts planters, decorative vessels, vertical garden sconces, and living wreaths. The company operates as part of Rock & Rose Landscapes following an integration of its predecessor entity, Urban Farmgirls Design and Fine Garden Care, with products now sold through Rock & Rose Design Studio at 1615 Cortland Avenue, San Francisco. Its core technology is Pozzola, a proprietary plant-based material derived from pozzolans (naturally occurring silica-bearing elements such as pumice and ash) combined with cement to produce lightweight, durable, stone-like vessels evoking sedimentary limestone such as Travertine.

The product portfolio centers on Pozzola Pottery and is organized into sub-brands including the Modern (Designer) Series, Vertical Gardens (sconces, flutes, air plant containers), and Living Wreaths. Products are manufactured in small batches and custom orders at the company's San Francisco design studio and workshop. Distribution runs through three channels: an owned e-commerce storefront (shopurbanfarmgirlsco.com), an appointment-only physical showroom at Rock & Rose Design Studio, and a Custom Pozzola Design service that collaborates with professional landscape designers on bespoke pieces such as fountains, birdbaths, table tops, and benches.

Revenue is generated from one-time product sales and custom design services. The customer base comprises home garden enthusiasts, professional landscape designers, and gift buyers, with marketing conducted through organic social channels (Pinterest, Instagram, Facebook) and website content. No venture capital, private equity, or institutional investment is evidenced, and the company appears to be founder/owner-operated under Tina Calloway Vietmeier. Geographic operations are confined to the San Francisco Bay Area, and no revenue, headcount, or financial performance data are publicly disclosed.

Name

Urban Farm Girls

Legal name

Urban Farm Girls

Website

https://urbanfarmgirls.com

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Urban Farm Girls is a San Francisco-based garden design studio that designs and handcrafts lightweight Pozzola pottery planters, vertical garden sconces, and living wreaths, serving home gardeners, gift buyers, and professional landscape designers through e-commerce, an appointment-only showroom, and custom design services.

Ownership category

akta.pro rank

Product category

Handmade Garden Pottery and Décor

NAICS

Nursery, Garden Center, and Farm Supply Retailers (444240)

SIC

Retail-Building Materials, Hardware, Garden Supply (5200)

akta.pro primary industry

Outdoor Décor & Garden Accents Retail (Yard Art, Planters Décor, Doormats) (CRAIACAI)

akta.pro secondary industries

Indoor Plants, Faux Florals & Botanical Décor Retail (CRAIACAG), Landscape Renovation & Re-Design (Yard Makeovers) (HSAIABAC)

Keywords

• Handmade pottery
• Garden accessories
• Decorative planters
• Landscape design
• Vertical gardens

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales

Revenue model

1. Product Sales: Sale of handcrafted Pozzola planters, decorative vessels, living wreaths, vertical garden sconces and flutes, and garden accessories through e-commerce and physical showroom.
2. Custom Design Services: Custom Pozzola planter design and creation services working with landscape designers for custom projects including fountains, birdbaths, table tops, benches, and pots.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Urban Farm Girls designs and handcrafts stone-like planters, decorative vessels, living wreaths, and vertical garden containers from its proprietary Pozzola material in a San Francisco workshop. It sells these handmade items through its own e-commerce storefront and an appointment-only Rock & Rose Design Studio showroom, and provides custom Pozzola design commissions as well as full garden design, construction, and maintenance services for individual customers and landscape designers.

Product overview

Urban Farm Girls is a garden design studio offering handmade small-batch pottery and garden accessories. The core product is Pozzola Pottery—a proprietary stone-like material made from plant-based, earth-friendly ingredients that combines the look and texture of washed stone with ultra-lightweight durability. The product portfolio centers on the Pozzola collection (outdoor planters, table top vessels, decorative vessels), with sub-lines including the Modern/Designer Series and Vertical Gardens (sconces, flutes, containers for air plants). Complementary products include Living Wreaths and Plant Care offerings. Services encompass garden Design, Construction, and Maintenance/Horticultural Services, plus Custom Pozzola Design for bespoke pieces. All products are designed and made by hand in the San Francisco design studio and workshop, with availability through online retail store, by appointment at their Rock & Rose Landscapes retail location, or custom order.

Differentiator

Problem solved

Functional benefit

Brands

• Pozzola Pottery: Handcrafted rustic stone-like planters and decorative vessels made from Pozzola material, a lightweight and durable product inspired by ancient Roman pozzolan concrete, designed and handmade in San Francisco.
• Modern Series
• Vertical Gardens
• Living Wreaths

Products and services

• Pozzola Pottery Handmade stone-like pottery collection made from Pozzola—a lightweight durable material derived from pozzolans (naturally occurring silica elements such as pumice and ash). Available as outdoor planters, table top vessels, and decorative pieces in shades from pale bone to slate grey.
• Modern Series (Designer Series) Modern organic-shaped lightweight planters made from Pozzola with elegant pale colors, designed for indoor or outdoor gardens with the look and feel of stone but ultra-lightweight.
• Vertical Gardens Lightweight durable sconces, flutes, and containers made from Pozzola designed for creating vertical green spaces, including air plant sconces and flutes for displaying Tillandsias, available in bone or slate with optional gold and silver leaf painting.
• Living Wreaths Handmade living wreaths for vertical garden installations, designed for creating indoor and outdoor drought tolerant gardens and for modern garden décor and green gift giving.
• Custom Pozzola Design Custom design service for Pozzola planters and vessels produced in small batches with variations on existing designs and colors. Collaborates with landscape designers on custom pieces including fountains, birdbaths, table tops, benches, and pots.
• Garden Design Services Full-service garden design including design, construction, and maintenance and horticultural services offered as part of Urban Farmgirls Design and Fine Garden Care operating under Rock & Rose Landscapes.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves2 records

Expansion highlights4 records

Direct peers

• Campania International: Premium manufacturer of cast-stone garden planters, statuary, and outdoor décor. Highly comparable to UFG because both sell upscale, design-forward planters and garden vessels aimed at landscape designers and homeowners — though Campania operates at a much larger scale.
• Janus et Cie: Designer and manufacturer of high-end outdoor furniture, planters, and garden accessories. Comparable to UFG as a premium outdoor/indoor garden décor brand serving both residential and commercial landscape projects.
• Terrain: Anthropologie's garden-centered retail brand selling curated planters, vessels, and outdoor décor with a rustic-modern aesthetic. Closely comparable to UFG's positioning of 'modern lines with rustic materials' aimed at design-conscious home gardeners.

Regional players

• Flora Grubb Gardens: San Francisco Bay Area garden center and design destination with a strong planter and indoor-plant offering. Directly comparable local peer, sharing UFG's regional customer base and design-led retail experience.

Emerging players

• The Sill: DTC brand selling indoor plants alongside a curated line of designer planters. Comparable to UFG as a digitally native, design-forward home-garden brand targeting urban consumers, though the Sill's catalogue is plant-first rather than planter-first.
• Bloomscape: DTC plant-and-planter brand shipping live plants in branded pots directly to consumers. Comparable online go-to-market motion and audience overlap with UFG's e-commerce storefront, though Bloomscape is plant-centric while UFG is vessel-centric.

Broad incumbents

• Pottery Barn: National home-furnishings retailer with a substantial outdoor and garden category including planters and decorative vessels. Represents the broad-incumbent competitive set UFG would face if scaling its planter business nationally.
• West Elm: Design-forward national home retailer with a meaningful indoor/outdoor planter and garden décor assortment. Comparable incumbent competing for the same modern-rustic aesthetic customer that UFG targets.
• Crate & Barrel: National home retailer with an established indoor and outdoor décor and planter assortment. Comparable broad incumbent competing for premium home and garden décor spend.
• Magnolia (by Joanna Gaines): Lifestyle home and garden brand with a growing line of planters, garden accessories, and outdoor décor. Comparable as a brand-led, design-driven home and garden retailer with a similar rustic-modern visual identity.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ufgandcompany
• Instagraminstagram.com/urbanfarmgirlsco
• Pinterestit.pinterest.com/callowayholt/urban-farmgirls

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Urban Farm Girls