Sustainable Landscape Design Business: Ive Haugeland’s Journey
Running a sustainable landscape design business takes more than creativity. It requires courage, resilience, and the ability to stay grounded in your values. On this episode of What It Takes: Business Owners Tell All, we sit down with Ive Haugeland, founder and principal of Shades of Green Landscape Architecture, to explore how she built her practice from the ground up after moving from Norway to California.
Her story is one of transformation—geographically, creatively, and professionally. If you’ve ever wondered how someone takes a personal vision and turns it into a thriving business, this episode will inspire you.
🌿 Starting a Sustainable Landscape Design Business Abroad
Ive began her design career in Norway, working on projects that required sensitive, environmentally responsible solutions. These experiences gave her a strong foundation in understanding the natural world and how to design within it. As a result, her design philosophy is deeply rooted in both nature and Scandinavian simplicity.
However, her journey didn’t stop there. After relocating to California in 2000, she was inspired to launch Shades of Green Landscape Architecture in 2004.
🗣️ “I didn’t start a business because I wanted to run a business. I started it because I wanted to create something meaningful.”
💼 Growing a Sustainable Landscape Design Business with Purpose
Launching a creative firm is never without challenges. For Ive, success meant more than profitability — it meant aligning every project with her environmental values.
While many firms chase trends, Shades of Green focuses on long-term sustainability. In addition, her team designs landscapes that integrate seamlessly with their surroundings.
🗣️ “Sustainability isn’t a feature—it’s a mindset. Every project we take on considers how we can work with nature, not against it.”
💡 Lessons from Leading a Sustainable Landscape Firm
Transitioning from designer to business owner required a shift in mindset. Although Ive was confident in her creative vision, running a company meant developing leadership, delegation, and strategic planning skills.
Moreover, she emphasizes the importance of continuous evolution while remaining anchored in core values.
🗣️ “The hardest part of running a business isn’t finding work—it’s learning how to trust yourself as a leader.”
🔑 What It Takes to Succeed in Landscape Design
At What It Takes, we always close with one question:
What does it take to be a successful business owner?
Ive’s answer:
🗣️ “It takes vision, patience, and the ability to adapt. Business isn’t just about talent—it’s about learning and evolving every step of the way.”
🔗 Related Episodes on What It Takes: Business owners tell all
📣 Connect with Ive Haugeland & Shades of Green
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Website: shadesofgreenla.com
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Instagram: @shadesofgreenla
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LinkedIn: Shades of Green on LinkedIn
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