Meet Sara Toftegaard of Home & Garden by Toftegaard Design!
Hey, babe! Ready to meet an inspiring entrepreneur? Let’s get into her story! Sara Toftegaard is the Owner of Home & Garden by Toftegaard Design. She’s an honest and passionate Interior Designer who lives in sunny St. Petersburg, FL. Sara loves bringing peace and ease to her client’s homes.
She can also be found designing meditative outdoor spaces lush with native and edible plants. Enjoy taking a dip into Sara’s journey as a biz owner!
Tell us about yourself and what you do!
I am an all-around designer. I have a BFA in Graphic design but have worked in many different design industries. From industrial design, interior, experience, to web design and advertising. One of my goals in life is to learn all facets of design, and so far my skills have led me to now offer Home & Garden design, providing a full perspective experience to your home.
When you understand yourself and have put in the work to love yourself fully, you begin to see the beauty around you and emit that energy into your environment. I help my clients create their own oasis that speaks to them and in turn brings beauty and life to their surroundings.
How did your business begin?
Through Covid, I worked for a Point of Sale software company as their Product designer, and every day I would look out my window at the garden I designed. Every day I would think to myself how to be a voice or guide to people's daily decision-making on making better choices for our environment. I realized, it starts from within and at home base.
Being in nature I always felt at ease. So, I thought more people must also feel this. I gave myself a 6-month goal to work towards that new business endeavor. I set out to work towards that I can design gardens for homeowners and tie in their homes so it created a unique flow. And when they get up every day and head out the door, they will be welcomed by Florida Native plants that attract varieties of bees, butterflies, and an entire ecosystem.
What's 1 challenge you've faced and how has it effected your business? What did you do to overcome it?
When I first started this service I recommended a landscaper to my client who I assumed would know about all plants available in our area. That was my first mistake. I learned to not assume. To clearly vet each contractor I refer and make sure our goals align and their services can provide what I design for my clients. Since that first error, I have found a couple of people with that I feel comfortable installing my client's projects.
What's 1 success you've had since you’ve created your business? How do you feel when you look back on it?
People trust me. When they see what I have done at my own home and listen to what I have to say about it, they feel inclined to hire me, and I am just so grateful to be their gateway to what I feel every time I am in my own garden.
What's the best piece of advice you could give someone looking to start a business?
Just start. Have trust in yourself and your product or service. Have a mission statement so that when you doubt yourself you are reminded why you are doing it.
What's a pivot you've made in your business?
I started with Home & Garden design, which meant interior, exterior, and garden design. Over the first year, I have noticed people gravitating to the "garden" aspect more than the interior design service I offer, and I also feel my own energy is more in line with that direction. I am okay with it and have shifted my elevator pitch to garden design with the opportunity of exterior & curb appeal transformation to tie it all together.
When are you at your happiest?
In my business, I am happiest when I am able to be outside with a client, either explaining how I can help them or taking a field trip to look at local inspiration. There is always an opportunity for a teaching moment or even learning from them!
What do you tell yourself when things get difficult?
I remind myself why I started this service - to help the environment, be a support and gateway for people to enjoy their outdoor spaces, and learn more about our ecosystem and how to treat it right.
What’s 1 personal goal you've set for yourself this year?
Host workshops at my home for different gardening topics.
What's 1 business goal you've set for yourself to accomplish this year?
Take on clients in and around Historic Kenwood.
What's the first thing you do on a Monday morning and why?
Mondays are my day to get organized for the week. The first thing I like to do is come into my office and clean my desk, check my inbox, write down a list of to-dos for the week, and then share a story about my business agenda on my Instagram page.
Where can you be found + what will you typically be up to on a Friday night?
Friday nights either look like a house music event with a group of friends or golden hour at a park with my dog, Nora.
Finish These Sentences:
My go to karaoke song is... “Fly Away” by Tones And I.
My signature drink is… Gin and Tonic.
My favorite quote is... “Creativity takes Courage.”
Disclaimer: Sara is a member of Babe Crafted (at the time of publishing).
