From the Ground Up
Diamond Landscaping is making its mark in the world of hardscaping and outdoor beautification. Diamond Landscaping’s journey began with a spark of creativity and a nod to family heritage.
Founded by Austin and Felicia Laabs, the business owes its name to a clever inspiration from Felicia’s entrepreneurial roots. Her family, known for their business Ace Electric in North Liberty, instilled a passion for innovation and bold ventures.
“When we were brainstorming names, I wanted something distinct, something that reflected our commitment to quality and durability,” Austin explains. “Felicia’s family has a legacy of entrepreneurial spirit with Ace Electric, so we thought, why not choose another suit from the deck?”
Thus, Diamond Landscaping was born—a name that not only distinguishes their business but also embodies the precision and brilliance they bring to each project.
Founded in the midst of the COVID-19 pandemic in 2020 Diamond Landscaping has swiftly grown from a modest startup to a flourishing small business. Austin Laabs, hailing from a small town of 1,500 people, embodies the ethos of hard work. From his early days building fences on the farm and working as a janitor in high school to gaining valuable experience working for Dutch Meadows in Pella, Austin’s journey laid the groundwork for his venture into hardscaping. Inspired by the growing demand he saw during his time at Dutch Meadows, Austin, alongside his wife Felicia embarked on their entrepreneurial journey with Diamond Landscaping.
Specializing in hardscapes and underground work, Diamond Landscaping offers comprehensive services from initial design to project completion. Whether it’s creating intricate retaining walls, managing downspouts, or crafting expansive patios, their expertise covers a broad spectrum. Felicia Laabs manages the business operations, handling everything from estimates to invoicing, ensuring smooth project management and client satisfaction.
“We are fortunate to work closely with family. My husband owns it and works with his brother Grady. Grady went to school for landscape design so it adds a complimentary element to the business as a whole,” Felicia remarks, underscoring the familial bond and collaborative spirit that drives Diamond Landscaping forward. She continues “The guys do all the day to day work. Then myself and Grady’s girlfriend Meredith get tasked with doing the final touches like picking up the plants. It’s a great working relationship.”
Despite starting primarily with residential projects, Diamond Landscaping aspires to expand into the commercial sector in the future. Austin emphasizes the importance of sustainable growth, prioritizing quality over quantity. “We would love to expand into commercial in the future but I want growth to be intentional. The last thing I want to do is grow too fast and quality go down. I want every crew member I hire in the future to uphold our high standards,” he asserts, highlighting their commitment to excellence.
Playing in the Dirt
Navigating through challenges like unpredictable weather and the inherent uncertainties of working with natural elements, Diamond Landscaping maintains flexibility and resilience. “You never know what you’ll find when you’re playing in the dirt and working in weather,” Austin quips, reflecting on the adaptability required in their line of work.
Rooted in the community of Pella and surrounding areas, Diamond Landscaping thrives on referrals and word of mouth, a testament to their craftsmanship and customer satisfaction. They source materials locally whenever possible, fostering relationships with distributors in Des Moines and supporting Iowa’s economy.
Looking ahead, the Laabs envision continued growth while staying true to their roots. “We learn and grow on every job,” Austin remarks, echoing his grandfather’s wisdom that growth and learning are lifelong pursuits.
Diamond Landscaping stands out not only for their skillful execution of hardscape projects but also for their dedication to quality, integrity, and community. As they forge ahead, Austin, Felicia, and their team are poised to transform hardscapes and build dreams across Iowa, one project at a time.
Whether you’re envisioning a stunning patio for your home or intricate hardscaping for a property, Diamond Landscaping promises expertise, passion, and a personalized touch that sets them apart. As they continue to grow, their commitment to excellence remains unwavering, ensuring each project reflects their pursuit of perfection.
