Plant Power

Ryan and Jessica Jerrell foster community at Dig It Gardens

By Kaylor Jones / Photos by Claudia Johnstone

Dig It Gardens was founded on the principle that caring for plants should bring joy to people’s lives, not stress. But what really sets the garden center apart goes far beyond the plants themselves.

For co-owners Ryan and Jessica Jerrell, the goal from day one was to create a unique and welcoming experience – a community gathering space full of local art and pottery, with a creative vibe inspired by local shake shops and tattoo parlors.

“My passion for horticulture started not long after high school,” says Ryan, who began his career at a local plant shop in the 1990s. “I was the guy who was constantly asking questions and soaking up everything I could from the people around me. That curiosity never really stopped.”

Ryan’s passion for plants and dream of starting his own garden center were well-matched by Jessica’s background in sales and marketing

“We’ve been fortunate to build a life together as partners in marriage, in business and as parents,” Jessica says. “My passion wasn’t necessarily plants at first; it was believing in Ryan and his vision.”

In the decade since they first opened the doors, Dig It has gone in directions they never expected – like the first time they transformed the space into a wedding venue at a customer’s request – but they wouldn’t have it any other way.

The best memories, Jessica says, come from “looking around 10 years later and seeing the life Ryan and I have built together – not just the business, but our family and the community around it. Watching our boys, John and Maxwell, grow up at Dig It, running around the shop, helping customers and genuinely loving being here is something I’ll never take for granted. They’re growing up surrounded by hardworking people, creativity and kindness, and seeing that every day fills my heart. Those are the moments that remind me why we built this place in the first place.”

Better Together

Starting a business with your partner is always a balancing act. For the Jerrells, it took years to settle into their groove.

“That doesn’t mean every day is easy – there are still challenging days – but we’ve learned to set boundaries that help us be better partners at home as well as at work,” Jessica says.

“Building a business with your spouse isn’t for everyone, but for us it’s worked because we understand each other’s strengths and trust one another to do what we do best,” Ryan says. “Every successful business needs people who know their roles, stay in their lane and respect what everyone else brings to the table.”

To Ryan, one of Jessica’s most admirable qualities is her tenacity. “She keeps the team focused and makes sure we’re always moving forward. She reminds all of us to focus on our own path, do the best work we possibly can and let that speak for itself. That mindset has been a huge part of why we’ve made it to 10 years.”

And if you ask Jessica, none of this would’ve been possible without Ryan’s work ethic.

“He is one of the hardest working people I’ve ever met, and when he puts his mind to creating something, he has a vision that most people can’t even imagine. Watching those ideas come to life and seeing the impact they’ve had on our family, our team and our community has been incredibly rewarding.”

Much like building both a business and a life together, caring for plants requires one essential trait – patience.

“Plants teach us that good things take time, and our role isn’t to force them to grow – it’s to give them the conditions they need to thrive,” Ryan says. “I’ve always believed that when you stop fighting nature and start working with it, that’s when the magic happens. Plants have an incredible way of giving back to us – not just through what they produce, but through the joy, beauty and sense of connection they bring into our lives.”

For the People

For the Jerrells, one of the biggest benefits of creating a community-forward space is the people it’s brought into their lives. Over the years, many customers and team members have become close friends, and it’s always special to hear how they’ve impacted other local entrepreneurs.

“We’ve always believed that when one local business succeeds, it helps strengthen the entire community,” Ryan says. “It’s so rewarding when another small business owner tells us they’ve been inspired by what we’ve created. We built Dig It by looking to other businesses that inspired us, so knowing that we’ve come full circle and might now inspire someone else to chase their own dream is pretty special.”

In addition to a curated selection of plants and pottery, Dig It Gardens offers landscape design, workshops, private events, plant rentals and a plant care hotline. Where the future will take them is anyone’s guess.

“People ask us all the time, ‘What’s next for Dig It?’ Honestly, I think that’s up to all of us,” Ryan says. “Dig It has always evolved because of the people around it – the team, our customers, our artists, our vendors and our community. Every new idea, every event and every chapter has grown from those relationships.”

Jessica adds, “We’ll keep growing the same way we always have – by staying true to who we are, supporting our community and saying ‘yes’ to the right opportunities. We can’t wait to see where the next 10 years take us.”