For Jasper Watts and Anton van der Woude, Monarch Nursery is more than a retail business; it’s a masterclass in reinvention.
The newly opened Santa Monica nursery was born out of two major setbacks. Watts lost both his Altadena home and horticulture business in the California fires, while van der Woude watched the pandemic permanently alter the hospitality landscape, ultimately ending the run of his spirits company, Our/Los Angeles Vodka.
Rather than retreat, the pair pivoted.
Van der Woude spent recent years researching vertical farming and controlled-environment agriculture, seeking ways his commercial background could align with sustainability and future-focused industries. Watts, meanwhile, brought years of technical expertise through his work developing microbial soil solutions for commercial farms.
When an opportunity to purchase a nursery surfaced, the longtime friends saw immediate potential.
“The right opportunity came along, with many things lining up in a way that just made good sense! I have been an avid gardener all my life, and if you can turn a passion into a business, it is a dream scenario. Jasper is a good friend and I knew that he had some of the technical knowledge and soil health expertise that I lacked, and I could bring the operation and commercial growth experience, so it seemed like a good fit,” said van der Woude.
The result is Monarch Nursery, a business built equally on passion and practicality.
The nursery’s early success highlights a growing consumer appetite for wellness-driven, experience-oriented retail spaces. But unlike many lifestyle concepts, Monarch’s authenticity stems directly from lived experience. The founders aren’t simply selling plants; they’re building a recovery story rooted in resilience, sustainability, and community connection.
For Watts especially, the business also carries personal meaning. His family now helps operate the nursery together, turning what began as a loss into something generational.
“This is a family business; my wife and kids help out on the weekends. Next time you visit, be on the lookout for some of my Son’s potted creations!” shared Watts.
As Los Angeles continues evolving post-pandemic and post-disaster, Monarch Nursery represents a different kind of startup story — one where entrepreneurship becomes a pathway not only to growth, but healing.
The nursery offers a diverse selection of plants, great service, and a neighborhood destination.
📍Located at 3280 Lincoln Blvd, Santa Monica, CA 90405
Follow them on IG: @MonarchNursery
Written by Jennifer Buonantony
