A former Pembrokeshire dairy farmer and his wife have opened a new houseplant centre and botanical-themed coffee shop in Pembroke, supported by a £20,000 Start Up Loan.
Husband-and-wife duo Kristian (35) and Beckie Howell (31), both from Pembrokeshire, are behind Vine & Vibe, a new 6,000 sq ft indoor houseplant centre and café designed to bring an inclusive, wellbeing-focused space to the region’s retail and hospitality offering.
Housed in a converted commercial greenhouse, the venture is the result of both a personal and entrepreneurial journey. In 2017, Kristian sustained a life-changing spinal cord injury that ended his career in dairy farming and left him reliant on a wheelchair. The couple’s shared interest in gardening, sustainability, and mental wellbeing became the catalyst for launching their own business.
“After Kris’s accident, we had to completely rethink our future,” said Beckie. “Caring for houseplants gave me purpose, and for Kris, growing vegetables helped him reconnect with the land. Vine & Vibe grew from that shared passion, and now we’re turning it into something that can benefit others too.”
Vine & Vibe has been designed with accessibility in mind, including step-free access, wide walkways and low café tables. To help visitors plan their trip, the couple are launching a dedicated accessibility section on their website, complete with images and videos, so customers can decide for themselves if the space will work for their needs.
Renovating the disused greenhouse with reclaimed materials, the couple have undertaken much of the build themselves. The Start Up Loan funding has enabled them to kit out the café, invest in accessible furniture, stock their first plant collections, and bring in specialist trades where needed.
“We’ve worked hard to source ethically and locally wherever possible,” said Kristian. “Our coffee comes from Capital Roasters, just 1.5 miles away, and we’re working with them to develop our own flavour profile. The café will also serve seasonal drinks like yuzu lavender and strawberry basil iced lattes to make the experience unique.”
“The Start Up Loan gave us the platform to take our vision from idea to reality,” he added. “It’s been transformational.”
“Being on a low income and reliant on disability benefits meant that traditional lenders simply weren’t an option for us,” said Beckie. “We knew we had a strong idea and the determination to make it work, but we needed someone to take a chance on us. The Start Up Loan gave us that opportunity – not just with the funding, but providing the support and advice to help us understand cash flow and business planning too. Without it, Vine & Vibe wouldn’t be happening.”
Vine & Vibe stock a wide range of houseplants and botanical-themed homewares, and the coffee shop offers sweet treats and specialist drinks served in a lush, indoor tropical setting. Longer term, Beckie and Kris hope the business will become a go-to local hub for plant lovers and coffee drinkers alike – and an example of how thoughtful design can make spaces more welcoming to more people.
“Vine & Vibe is a great example of the power of entrepreneurial thinking in rural Wales,” said Jessica Phillips-Harris, Senior Manager for Wales at the British Business Bank. “Beckie and Kris are building something that’s sustainable, community-focused and rooted in their local area, and we’re proud to have supported them.”
Start Up Loans is a subsidiary of the UK’s economic development bank, British Business Bank. The Start Up Loans programme provides personal loans for business purposes of up to £25,000 at a 6% fixed interest rate per annum and offers free dedicated mentoring and support to each business.
