We recently connected with Jenny Crawford and have shared our conversation below.
Jenny, so good to have you with us today. We’ve got so much planned, so let’s jump right into it. We live in such a diverse world, and in many ways the world is getting better and more understanding but it’s far from perfect. There are so many times where folks find themselves in rooms or situations where they are the only ones that look like them – that might mean being the only woman of color in the room or the only person who grew up in a certain environment etc. Can you talk to us about how you’ve managed to thrive even in situations where you were the only one in the room?
Construction job sites are still male dominated. In our industry I get the opportunity to work with many fellow Latinos who are masters of their craft and have been connected to the industry for generations. My father was an immigrant from Cuba who started his own business in landscaping and now I have followed in his footsteps. It can be intimidating to be a petite woman surrounded by physically larger men with a ‘rough and tough’ exterior. We are not equals and I am not trying to send that message or pretend that we are because we each have a different set of skills necessary to accomplish our mutual goal.
Builders want to know that their efforts are leading to the clients desired results. Nothing is more frustrating than having to re-do work, especially for the men who are sweating it out in hot (and recently humid) weather. As a landscape designer I step onto a job site from a place of privilege… My thoughts are valued by clients who hired me for my expertise. It is my job to educate clients (if they are involved with the process) about why we listen and ask for input from the team who is building the project. I role-model that respect in my interactions so clients will see that we are a team and that collaboration is paramount to a successful execution. When clients realize that I am only one piece of the puzzle and they see me work shopping solutions in real time with the build team they gain respect for everyone who is contributing to the project. The men we work with understand these power dynamics. They know that we would never belittle their contributions or worth. I always ask questions and approach my concerns about a construction outcome from a place of curiosity. This helps engender a sense that we are in this together and gives them the opportunity to be a part of the solution.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
I transform mundane backyards into meaningful outdoor spaces to be enjoyed by families. My passion is creating spaces where people are at ease gathering, eating, playing and conversing. I am focused on exterior spaces having good flow and enabling entertaining to be less of a burden. I want homeowners to feel confident having friends and family over and I want them to be able to partake in these moments and feel at ease. I would love it for the spaces we create to reflect the personalities, interests and hobbies of my clients in a way that feels chic, novel and inspiring, without feeling pretentious or precious.
I am most excited about all the innovations happening in outdoor materials that create new opportunities to add value to my clients. Exterior spaces are finally getting some recognition and interest from makers and the public. This enables me to bring my clients better solutions for their outdoor environment. I love that people now see the value in designing their outdoor space and are interested in investing in it and seeing it as an extension of their home’s interior. Everything you can do inside you can do outside, but better!
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Resilience, goal setting and discipline have been helpful in achieving my goals. It is not uncommon for many designers to have to start with small projects and work for friends or family for free to gain experience. The majority of designers had to start small and grow over time. I do not think it is realistic to think you will start a design business and have financial security from the very beginning. It takes time to establish yourself as someone who is credible and to create networks of contractors and teams to partner with. Word of mouth referrals from past clients also take time. It is important to have realistic expectations about what you are willing to sacrifice financially in the beginning to see your dream come true. Also, I would recommend investing in your business and photography of your early work so that you can jump start your design business. Hire professionals, style projects at your own cost if needed and pay for the labor to get projects looking their best. The quality of future projects depends on the work you can show to potential clients and it will pay itself off in the long run.
All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?
Currently I am challenged by my own personal home landscape remodel. I want to use it to test out new concepts and design ideas and it has been hard to carve out the time from client work to focus on it. I also struggle with the decision of sharing my journey on social media. Sometimes I think it would be beneficial to others to hear my inner dialogue and see the process and cost involved. Other times I think it might be too personal and potentially unsafe to disclose so much personal information to a wide and unknown audience. Content creation is time consuming and I question whether it is the best use of my time and whether my audience would be interested in the content. If so, what would be the best way to share the process that would feel engaging? That is something I have been thinking about and would love any insight from anyone reading this if they have something to share!
Contact Info:
- Website: branchoutlandscapes.com
- Instagram: @branchoutlandscapes
- Facebook: Branch Out Landscape Design
- Linkedin: Branch Out Landscape Design
- Youtube: @Branchoutlandscapes
- Yelp: Branch Out Landscape Design
- Other: Pinterest: @BranchOutLandscapes
Image Credits
@shay.studios
