Corporate to Creator: Growing a Succssful Garden Business & Finding Joy with Sara Rubens, Seed To Sanctuary
From Backyard Hobby to Garden Coaching Empire
When Sara Rubens planted her first backyard garden during the pandemic, she never imagined it would change her life. What began as a personal hobby soon became a thriving business called Seed to Sanctuary, where she now helps others create their own edible oases, one raised bed at a time.
In this episode of The Wild Party Podcast, Sara shares how she turned her love for gardening into a full-time coaching practice, the surprising way she landed her first big client, and why she is on a mission to help others reconnect with the earth.
“Strangers started reaching out to me saying, ‘Oh my God, Sara, I didn’t know you knew how to garden. Will you teach me?’” she recalls. “And I thought, ‘Okay, this is a joke. I just learned how to garden 10 minutes ago!’”
The Accidental Entrepreneur
After completing a Gardenary certification course and designing her own beautiful garden, Sara began posting photos online. Her lush and productive space attracted attention. One day, a local restaurant owner asked her to transform a patch of dirt beside his restaurant into a foodscape. She said yes, even though she had not yet launched a business.
That moment changed everything. “I just put it out there,” she said. “And the stars all aligned.”
Sara officially launched Seed to Sanctuary to serve clients in and around Davidson, North Carolina. She began designing custom kitchen gardens and offering hands-on coaching to help people learn how to grow their own food. From the beginning, she decided to keep her business small and personal so she could focus on the work that brought her joy.
“At this phase of my life, I want to be able to travel, have flexibility, and do things with my husband,” Sara explains. “I don’t want to manage other people. I just want to do work that fills me up.”
Designing Gardens and a Life You Love
Sara’s business model includes both one-time installations and a recurring coaching program. She visits her clients every month, guiding them through the seasons and helping them troubleshoot everything from pests to irrigation.
“I spend an hour with each client going plant by plant, teaching them what to look for, how to harvest, when to water, and how to adjust their care as the seasons change,” she says. “I don’t do maintenance. I teach. Because I want them to be confident and self-sufficient.”
Her gardens are fully edible, including herbs and flowers, and she focuses on organic, sustainable practices. Her goal is to show people how to grow food with fewer chemicals and more respect for nature.
“If it’s happening in my garden, it could be happening in someone else’s,” Sara says. “So I share it.”
Her straightforward garden tutorials have made her a favorite on Instagram and TikTok. Whether she is gloved up or elbow-deep in dirt, Sara offers practical, down-to-earth advice. She also gains clients through word of mouth, farmers market appearances, and national media coverage, including features in Martha Stewart Living.
A New Chapter After Corporate Life
Sara’s transition into entrepreneurship began with an unexpected twist. At age 63, while on vacation, she received a phone call that ended her corporate career.
“I turned to my husband and said, ‘I think I’m getting fired.’ Two days later, it happened.”
Instead of panicking, Sara viewed it as an opportunity. With 18 months of health coverage through COBRA and a growing client base, she gave herself six months to see if she could make the business work full time.
“Two days later, I booked the biggest client I’d ever had. It was like the universe was saying, ‘Go for it.’ And I never looked back.”
Now she manages 25 coaching clients and completes one or two large installations each month. She has built a business that is financially sustainable and personally fulfilling.
“I make enough to feel successful as a solopreneur, and I get to spend my days helping people grow things. That’s a win.”
Gardening with Purpose
Sara believes that gardening is both an act of mindfulness and a path to sustainability. She encourages everyone to start small and discover the joy of eating food they have grown themselves.
“My challenge for each of you is to eat something from your garden 365 days a year, even if it’s just a pot of chives on your patio,” she says. “Chives are easy to grow and they give you a sense of connection to your food.”
From lettuce to loofah gourds, Sara has helped clients grow both confidence and crops. Her favorite part is seeing people surprise themselves with what they can create.
Ready to grow something good? Visit Sara’s website at www.seedtosanctuary.com to learn more about her coaching programs, custom garden designs, and tips for living a garden-centered life.
