May
18,
2026
Monarch Nursery is more than just a new plant destination for Los Angeles — it’s a story of rebuilding, resilience, and passion blooming after heartbreak.
Recently opened by British transplants Jasper Watts and Anton van der Woude, the nursery represents a fresh start for two longtime Angelenos whose previous businesses were devastated by the challenges of the pandemic and the Altadena fires.
For Watts, whose Altadena home and plant biostimulant business were destroyed in last year’s fires, the opening represents both recovery and return. “We lost everything,” he says. “But I have always dreamed of having my own nursery. Gardening is my favorite pastime.”
Watts, who came to California in 2004, had his first job at Warner Brothers working in the camera department on the hit medical show E.R. While at Warner Brothers he launched a start-up clothing company called Rogue Status, that opened a popular store front in Venice Beach. Following that, his career took him to a marketing agency in DTLA and then most recently, his organic plant biostimulant company which he ran out of his garage in Altadena before the fires took both his home and his business.
Meanwhile, van der Woude pivoted into horticulture after years spent in the spirits industry, including building the once-popular Our/Los Angeles Vodka brand. The brand’s distillery in DTLA was a staple for events and their signature bottles appeared in hotels and lounges across the city, before the pandemic reshaped hospitality entirely and forced the operation to close its doors.
“After 15 years of building brands within the beverage space and having had one of my own in Our/Los Angeles, it was time for a change. The spirits industry is no longer as lucrative or as exciting as it once was – times have changed and so did I. I was keen to use my commercial skillset for a greater purpose and help scale a solution to one of the world’s many problems so I took some time out to focus on CEA research, specifically Vertical Farming. After a challenging year, an opportunity presented itself to enter the horticulture industry in a different way and having been an avid gardener all my life, I jumped at it,” shared van der Woude.
For Watts, the journey has been especially personal. After last year’s fires, he and his family relocated west to El Segundo, where fate unexpectedly brought him back to the area where he first moved to in Los Angeles nearly twenty years ago.
A call from van der Woude about a nursery opportunity in Santa Monica quickly brough the opportunity for the pair to turn their love of plants into a new beginning. Combining Watts’ expertise in horticulture and soil science with van der Woude’s years of experience building hospitality and lifestyle brands, Monarch Nursery was born.
“It was time for a change,” said van der Woude. “If you can turn a passion into a business, it’s a dream scenario.”
Now, Monarch Nursery is quickly becoming a neighborhood destination, offering a curated mix of tropical plants, flowers, and greenery alongside a welcoming family atmosphere. Watts’ wife and children often help on weekends. “This is a family business. Next time you visit, be on the lookout for some of my Son’s potted creations!” shares Watts.
With a focus on community, design, and plant education, the duo hopes Monarch becomes more than just a store — but a place where Angelenos can reconnect with nature and inspiration.
The nursery which opened last month, hosted its first community event in early May and included eco-friendly designer Kitty Cooper whose signature green complimented the stunning visual landscape.
Fittingly for a business rooted in rebirth, both owners say the nursery symbolizes a new chapter after some of life’s hardest seasons.
Located at 3280 Lincoln Blvd, Santa Monica, CA 90405
Follow @MonarchNursery
