Meet Stephanie Carlson | Owner & Designer

We had the good fortune of connecting with Stephanie Carlson and we’ve shared our conversation below.

Hi Stephanie, can you walk us through the thought-process of starting your business?

While I was raising my four children, I worked as a freelance writer and photographer creating content for websites, writing articles and helping businesses with marketing efforts. I dreamed of starting a creative sustainable business that would benefit others and that would be educational and fun. While visiting Los Angeles with my family in 2015, we dined in a restaurant decorated with plants and a living wall. As an avid gardener, I loved the idea of using plants as interior decor.

Through research, I learned about Biophilic Design. Biophilia is the innate desire of humans to seek connections with nature and other forms of life. Studies show positive benefits to humans when nature is incorporated into the built environment. Some of those benefits include improved productivity, lower levels of stress, enhanced learning, physical and mental wellbeing and happiness.

Psychologist, Erich Fromm, first used the word biophilia in 1964, when he described it as “the passionate love of life and all that is alive”. Biophilia as a concept became more well known in 1984 following the publishing of the book ‘Biophilia’ by Edward O Wilson, an American biologist. Wilson defined this as “the urge to affiliate with other forms of life”. Since then, biophilia has become increasingly recognized by the scientific community and also by designers and architects.

I fell in love with biophilic design and the concept of bringing the outside indoors to create places where people thrive. I started visiting businesses asking if they would like plants for their offices, became a registered trainer for Green Plants for Green Buildings and scheduled lunch and learns with architecture firms. Founded as Great GrowIN’s in 2016, we rebranded to Naturspire in 2021, which better portrays our focus – creatively energizing space with designs that are inspired by nature.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?

Naturspire’s first step into the interior landscape industry consisted of designing plantscapes, installing the plants and containers and engaging into a maintenance contracts with the companies to care for those plants. We added preserved moss walls when the owner of New Pro Containers, our container vendor, asked if I would be interested in building a moss wall. His architect was looking for an installer. That first year, we built a 200 square foot moss wall and fabricated the logo for Emarsys. We also designed and installed their interior landscape. Seven years later, Emarsys is still a valued client.
I began reaching out to architects and interior designers to share my expertise, offering content-rich slide shows and whitepapers consisting of popular design topics such as living walls, green roofs, authentically green interiors, the economics of biophilic design, and preserved moss walls. Those who attend a presentation are eligible for a Continuing Education credit for multiple associations such as BOMA, AIA, IDECEC, ASID, USGBC and more. I immersed myself into learning as much possible about biophilic design in order to bring visions of nature in space to life.

Did you know that, on average, we spend about 90% of our lives inside? Research suggests that buildings containing features of preferred natural environments will be more supportive of human well-being and performance than those that do not contain these features. Nature can generate many positive emotions, such as calmness and joy, encourages creativity and can facilitate concentration. Connecting with nature is also associated with better physical and mental health, particularly reducing feelings of depression and anxiety. For those forced inside due to work or other obstacles, Naturspire is here to provide solutions to bring nature to you. Your health matters to us, so we strive to contribute sustainable and natural greenery to any home or workplace for people to enjoy.

In 2019, we expanded our offerings to include exterior landscaping and project management. We had the opportunity to work with Studio M, Dillon Construction and Barrett & Stokley, Inc. to design-build a rooftop amenity area and install ground level landscaping for The Railyard on the Monon apartment community. Our scope included installation of pedestals and pavers, irrigation, artificial turf, rock gardens with sedum and heat tolerant plantings, metal powder-coated planters with arborvitaes to provide privacy for residents and shade trees. This was a fantastic accomplishment for my team.

Most recently, we landscaped the Bicentennial Unity Plaza adjacent to the Gainbridge Fieldhouse – home of the Indiana Pacers. Great GrowIN’s was awarded the contract which consisted of landscaping, irrigation, artificial turf, the basketball court, bike and scooter racks. Great GrowIN’s has since then rebranded to Naturspire Landscapes. My company is a certified WBE and we look forward to fulfilling diversity requirements on many other projects with my talented team.

Moss walls are quite popular due to the fact that preserved moss and plants require no maintenance. We have such fun coming up with designs and they are all handmade by Naturspire’s artisans. The most challenging and gorgeous one to date, will be featured in the Indianapolis Monthly Dream Home Tour in September. This beauty is 40-feet tall reaching 3 stories and 15-feet wide!

I have learned to be courageous, trust myself and often encourage my “green” team to believe that they are capable of accomplishing anything regardless of obstacles that might call for inventive solutions. I started my business when I was 52 years old without a clear direction, but as someone who loves nature and plants, was intrigued by vertical gardens and the entire concept of the positive qualities of biophilic design. I knew this was the path I wanted to take.
I firmly believe my work makes people happy. I love working with a blank slate as we did with living walls at Corteva and University of Illinois. Often times, the designer has a vision included in the the plans, as was the case with our moss walls at SAAB Aerospace, Purdue University and the Aequitas Professional Building in Indianapolis. If the designer, owner or property manager is not sure exactly how he or she wants to display greenery, we will offer a variety of solutions, inspiration photos, renderings, pricing and complimentary consultation in order to make the vision reality.

My team is friendly, enthusiastic and we truly enjoy creating beautiful green spaces indoors and outside. From small residential projects to large construction landscapes, we treat each and every client with respect and kindness. While it has not been easy starting a biophilic design company and it is not always easy building a 15-foot tall living wall, a 40-foot moss wall or moving plants around an office, it is very rewarding when the installation is complete and clients are smiling.

I still have a long way to go business-wise and have much I’d like to accomplish. Naturspire is self-funded with my savings and it has taken quit a bit of investment, trial and error to get my mojo going, but through hardwork, determination and building solid project capabilities, I was able to work with my banker to get an expansion loan which gives the boost Naturspire needs to bid on larger projects. Funding and consistent cash flow are the toughest parts of owning a business. Probably the scariest too! However, I try to take the fearless approach, diversify my offerings and encourage an “anything is possible” approach for my team. For instance, it takes a while to get paid on a landscape construction contract. I believe in paying my people and vendors as soon as possible so they can carry on with their lives, so I rely on consistent cash flow from our maintenance contracts, retail showroom, workshops and events.

One of the lessons I have learned is have a clear plan, a clear budget and ask for help. I didn’t have any help when I started.
Mostly, because I didn’t know which direction I wanted to go. Originally, I planned to set up gardens and teach people how to grow their own food. I ordered plants and planters and set up a retail space in a small house, but got little to no retail traffic. Product I had purchased like grow lights, fertilizer, how-to books sat on the shelves. I stored most of the product in the detached garage.because there was not enough room in the little house. In June 2021, the dumpster caught fire and burned the garage and all of my product was lost. My daughter, Makenzie, had just started working with me taking over all of my marketing, website details and social media. She insisted that we move to the Indiana Design Center down the street temporarily while the fire debris was cleaned up. Our new office turned out to be a very positive move for the company. There was a lot more foot traffic and the design center supports tenants with marketing and events. And it gave us pause, we fully shifted our focus to Biophilic Design and interior/exterior Landscaping as opposed to gardening and are in the process of fully rebranding to Naturspire Landscapes – our construction division and Naturspire – our retail and design division.
I absolutely love what we have been able to accomplish so far. I so enjoy working with architects and clients to come up with custom biophilic design solutions that fit their needs and their budgets. I love educating friends and colleagues about the benefits of bringing nature indoors and the innovative ways to display natural elements. At the end of the day, if my contribution of nature into homes and workplaces makes people happy, then Naturspire is a success.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?

Carmel is a suburb just north of Indianapolis, Indiana. I the last 5 years, there has has been a tremendous investment in constructing public spaces for the community and visitors to enjoy.
Day 1 – First thing on the list would be rent a bike at the Main Street bike share location, hop on the Monon Trail and head south to 96th Street. On the way back to Carmel, we’d stop at the Monon Center for a tour of the workout faciliites, pool and walk the trails throughout the grounds. Afterwards, it’s time for lunch, we pedal back to Carmel to hit Bubs’ Burgers for a 22 ounce “Big Ugly” burger and a scoop of ice cream for dessert. After dining on that massive burger, we return our bikes and head to the Nature Center at Cool Creek Park, go for a walk in the woods and probably take a nap in the grassy field where summer concerts are held. That evening we’ll gather with friends and cookout.

Day 2 – Nothing wrong with a little shopping, but first breakfast at LePeep in the Indiana Design Center on Rangeline Road. Then a visit to my showroom down the hall and some of the other showrooms in the design center. We run over to Clay Terrace, an outdoor mall in Carmel and peruse the stores. Afterwards, we drive around Carmel to see the sites. Carmel High School as tripled in size since we graduated in the 1980’s. The new library is amazing. My company fabricated the moss wall and installed about 50 plants throughout the library. We will grab a snake and cup of coffee at Java House located in the library. Maybe grab a book to read while we are relaxing. We spend most of the afternoon at the library.
My favorite yoga spot is the Indy Yoga Studio – hot yoga at its finest. We get a yoga class in and head home to clean up for dinner. Dinner is at Monterey Coastal Cuisine – a seafood fine dining establishment in Downtown Carmel on the Monon Trail. The bar here is always fun and packed with regulars. The unique thing about Carmel is the number of roundabouts. There are over 100 each with a centerpiece involving a design of plantings, a sculpture or fountain or some sort of pretty centerpiece. Carmel continues to replace intersections with roundabouts. The only intersection that will remain with a stoplight is the first stoplight in Carmel at the intersection of Main Street and Rangeline Road.

Day 3 – Get up a go to work at Naturspire for a few hours. My friend helps me make a moss wall for a customer! For lunch heading over to The Garden Table. – a new restaurant along the Monon Trail next to Midtown Plaza where we can play some ping pong after lunch and spin the chairs that look like large tops. We’ll walk over to visit Sue Finkham in her campaign office – she is the Republican candidate for Mayor – first new mayor of Carmel in 28 years. After that, we walk over to visit my friends at Synergize. Arron Stanton heads up this relationship organization and is the energy behind connecting people and businesses. And then back to the Arts and Design District along Main Street to check out shops and galleries. Dinner is with my mother who lives in the Village of West Clay

Day 4 – We are going to incycle this morning – a stationary cycling class in Carmel’s city center. Owner Cathy Miller is a very energetic and fun instructor! I believe brunch at The Cake Bake shop next door is in order. Super cute atmosphere, delicious meals and mouth watering desserts – may need to enjoy a mimosa along with a delectable treat. I want to show her the Hotel Carmichael which is located in City Center – a very high-end luxury hotel recently completed. And across the Monon is the Palladium, a music hall and the Booth Tarkington Civic Theatre where we will catch a play. Carmel is very walkable and you can get to so many places on foot or by bike.

Dav 5 – Heading to downtown Indy to take care of some plants. My friend is going to be my assistant today to help water, prune, fertilize and care for the plants in 5 different offices. We also need to stop by the Bicentennial Unity Plaza to check on the irrigation, pull weeds if any and do a general check up on the plants. Mass Avenue is a a super cute stretch of shops and restaurants, I think we will go by Bottleworks – the old Coca-Cola bottling plant that was converted to a hotel, shops and restaurants. There is a food court called The Garage with lots of yummy selections. Later on tonight there is a Dirks Bentley concert at Ruoff Music Center so we will head out this evening with a group of friends for tailgating and music!

Day 6 – It’s a beautiful day to go hiking at Eagle Creek Reservoir. Serene views and very relaxing. We’ll take the dogs along. Lots of space to throw a tennis ball for the pups! One more night out before my friend departs! We must hit 3UP Rooftop Bar & Grill. Live music, good food drink and you always run people you know here. Kind of like a Cheers bar! We have a living wall and an artificial wall here that people use as instagram backdrops! There are so many other cool things to do in Carmel. We don’t have time for everything. For sure we packed a lot in and my friend will be exhausted when she heads home!

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?

My four children have been amazing throughout my journey – their encouragement, ideas, support and love has really driven me to make sure Naturspire grows, has a positive impact and is something they can be proud of. My daughter, Makenzie, who came up with the company name, works with me and has really taken charge of the marketing and website. My other daughter, Caroline, works with me part time and is very creative when it comes to designing plant layouts for our living walls. My third daughter, Gracie, makes calls to set up lunch and learns for me. My son, JJ, is always on the look out for new ideas or articles to share with me. And, I can’t forget my parents – my biggest cheerleaders! Especially my dad, the son of Swedish immigrants, showed us the importance of integrity and work ethic. He expected me and my three siblings to follow his lead. A mechanical engineer and woodworker, he expected all of us to know how to use tools, equipment, fix things like our go-kart engine and when when we couldn’t figure out how to do something, he’d say “figure it out”, So, we did! His hand-off approach gave me the skills that would be required to do what I do today.
So many others have helped my business grow I can’t name them all, but to name a few:

1) My banker with Centier Bank, Josh Stuckey 2) Josh Mazur at Studio M 3) Audie Tarpley with Dillon Construction 4) Craig Pelusy with Shiel Sexton 5) Jenny Schott Androne – Schott Design 6) Jennifer O’Connor – Dare 2 Design

Website: https://naturspire.com

Instagram: @_naturspire

Linkedin: https://www.linkedin.com/in/naturspire/

Twitter: https://twitter.com/naturspire

Facebook: https://www.facebook.com/naturspire

Yelp: https://www.yelp.com/biz/naturspire-carmel?osq=naturspire

Youtube: https://www.youtube.com/results?search_query=naturspire

Image Credits
all images are ours 🙂