We had the good fortune of connecting with Jenny Crawford and we’ve shared our conversation below.
Hi Jenny, we’d love to hear about how you approach risk and risk-taking
Entrepreneurship feels like taking one calculated risk after another. My first year of business felt like the majority of the risk-taking was on the financial side. I thought once I was more established I would experience other types of risk more often. Now that I am in my second year of business, I realize that the financial risks never stop. As your business grows you consequently make more investments and add personnel to meet demand. Every time I add a fixed cost or additional salary it feels so risky, since a strong client funnel is required to remain profitable. The ability to meet the increased financial demand can create a range of feelings; stress, optimism, fear, confidence. Sometimes these feelings can all happen in one day. This has led me to think about the connection of risk to resilience. A feeling deep in my core that I am capable and can meet daily challenges has helped me in my career and life. I now focus on what it takes to maintain that resiliency- mentally, physically, spiritually. I prioritize those things in my life so I can show up and be the best version of myself and assess risk with a clear mind.
During the pandemic, our business experienced a huge uptick, since many homeowners decided to make home improvements that often included landscape renovations. Supply chain issues, labor shortages, and inflated costs impacted us like it did many other businesses. An overuse injury on both knees had a direct impact on my work days and ability to exercise. Resiliency headed into 2022 looks like adding personnel to my team, putting in the work to improve my knees and being the best wife I can be so that I can meet daily challenges, take more risks and grow Branch Out Landscape Design. I can’t wait to dive into new projects in 2022! I am looking forward to adding some fabulous work to our portfolio this year. Stay tuned @branchoutlandscapes
What should our readers know about your business?
My uncompromising standards, detail-oriented and integrated approach to landscape design combined with my ability to speak directly to Spanish-speaking builders and workers has helped me bridge two worlds.
Exposed to the landscape construction industry through my father as a child I have been around countless hours of construction-related conversations. I worked at a plant nursery for 5 years and learned about plants that grow in California, including the reasons why clients returned them or could not keep them alive. I later managed an exterior furniture department and was responsible for selecting the furniture and cushions. I successfully predicted trends in decor every season and seemed to have a knack for understanding what people would gravitate too before a trend would emerge. Having lived in many places, I’ve also always made it a habit of noticing plants and construction details during my travels. I blend all of this into my landscape design work.
In our increasingly digital world, knowledge and experience related to the landscaping trade is becoming more uncommon. It takes years of observation and practice to master any skill. What sets me apart from others is the confluence of experience and exposure, which allows me to create timeless garden designs and provide my clients with a hassle-free installation process. I am always working on creating a seamless process for my clients. It is the kind of process I would want for myself if I was participating in a landscape remodel.
I am most excited about taking on new projects with clients that are open to my creative suggestions and are ready to try new things with color and plant choices. I am eager to see our work publicly recognized and to become a source of inspiration for other designers in our industry.
I would like the world to know that investing in a landscape remodel can be one of the best decisions, if you hire us! We will increase the value of your home, but more importantly your landscape transformation will improve your quality of life. Plants really do make people happy!
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
We are so lucky to live in a city where you can get outside and do so much. My all time favorite right now has to be the vibe in O’side. There is always something new popping up to explore! There is a restaurant for every budget, excellent coffee shops and boutiques for shopping. I’d get in a sweat session at Lagree Fit, coffee at Revolution Roasters, explore vintage shops like Sea Hive Marketplace and The Rising Co and Ozone Shop for community-focused brands. There are lots of plant stores dotting Coast Highway 101- pop in and explore! You never know what conversation you’ll strike up and what adventure it might lead to. I love the Oh-La-La Margarita at Carte Blanche or a craft cocktail at Frankie’s if a drink is on the table. Favorite spots to eat include the Hawaiian grinds at The Switchboard, the Baja California inspired food at Valle by Chef Alcocer, and Brunch with a view at High/Low. A walk down the Oceanside Pier to watch the surfers, tourists and locals will make any visitor want to start looking at real estate. If they buy here, I’ll insist on designing their landscape!
Who else deserves some credit and recognition?
I dedicate my shoutout to Enrique Alvarez who has helped me install beautiful gardens all over San Diego! I appreciate the hard work and positive can-do attitude of Ramón, Jesús & Alejandro. Our clients know that this team will go the extra mile on craftsmanship and I know we can work together to meet any challenge that comes our way. I hope we can all learn to give more credit and recognition to the hard-working immigrants that turn our visions and designs into the beautiful backyards that gloss magazine pages.