Sisters at Work

Owners Abigail (left) and Rachel Begley

The name says it all. The word ‘dream’ in particular.

It’s the culmination of a dream of two sisters, who grew up on a tree farm, to co-found a business centered on a passion for nature they both share.

Now, just a year after launching American Dream Landscape Design from her home in East Longmeadow, Rachel Begley said she and her sister, Abigail, have built a steady pipeline of projects, largely through word of mouth.

“We definitely have a passion when it comes to outdoor work, but we both had separate life paths. Abby moved out west. She was involved in commercial agriculture and other growing operations, kind of off the grid,” Begley said. “My life path was that I always had an interest in gardening, but I had other jobs throughout the years and raised my family for the past few years.”

But last April, the sisters started talking about a business plan.

“I said, ‘I have this idea. I would love to start a woman-owned landscape business. I have no idea how I’m going to do it, or if there’s even a need, but I just noticed there’s no women out there doing this,’” Begley continued. “And Abby adored the idea. She really encouraged it. And it kind of brought us back together.”

While walking BusinessWest around the property she and her husband, Hayden Smith, own, Begley pointed out flower beds, both complete and under development, that will serve as models to show potential clients.

“We work with flowers, mostly — my specialty is sustainable, native flowers — and we do a lot of the softscaping,” she explained, noting that they also put in trees and bushes. “So that means a lot of the vegetation — we’re adding in the plant features and the garden art, but we don’t do the earth-moving type of landscaping.”

At one recent job in Ludlow, they planted three trees and are going back to install an orchard with some fruiting trees and more flowering trees. A typical job begins by sitting down, hearing what the client’s goals are, and mapping out a plan.

“We’re helping save time and effort in the garden, but also we’re helping out with their property values. We’re improving their property, and we’re also making people happier. It’s nice being welcomed home with a beautiful, fresh flowerbed.”

“I listen to what their interests are, favorite flowers, and from there, I’ll just take off; I’ll start researching and drafting things. I usually go back one or two times before we start breaking ground. That way, we’re all on the same page.”

As for who drives the conversation, it’s a healthy mix, Begley added. “A lot of times, people have a good knowledge of different plants, but a lot of times, I am bringing in fresh ideas.”

From the Ground Up

On her website, Begley described the origins of American Dream as simply years of playing in the dirt with her sister and dreaming up beautiful outdoor spaces.

“Growing up on a farm, we’ve always been deeply connected to the land, learning the value of nature and sustainability. Over the years, Abby built her expertise in horticulture while I honed my skills in design, and together, we created a company that’s rooted in family values and environmental care,” she explained.

Rachel Begley says planting beds like this one serve as models for clients.

“From the very beginning,” she added, “we’ve been fortunate to meet so many inspiring people — fellow entrepreneurs, clients, coaches, and mentors — who have offered invaluable advice and support. Every step of this journey has been shaped by their wisdom and encouragement.”

Part of that process was going through an entrepreneurial program at EforAll Holyoke, followed by a few months of just ramping up working out the details of the business. American Dream didn’t tackle many projects that first year, “but then we got a good amount of customers asking us to start their projects this spring. And as soon as May started, we hit the ground running, and every week since, we’ve had jobs.”

She credits much of that early success to word of mouth, noting there are plenty of property owners who want yardscapes filled with flowers and plants, but may not know how to go about it, or simply don’t want to put in the work.

“We’re helping save time and effort in the garden, but also we’re helping out with their property values. We’re improving their property, and we’re also making people happier. It’s nice being welcomed home with a beautiful, fresh flowerbed.”

Besides growing their own plants, American Dream sources plants from a number of local growers, from Stony Hill Farm in Wilbraham to Garden’s Dream and Tarnow Nursery in Enfield, Conn. — relationships that essentially form an ecosystem of connected outdoor-focused businesses.

“As we all know, small business is the backbone of the economy. So, yes, I am a big promoter of small businesses,” Begley said. “Both my parents are entrepreneurs, so I’ve learned from them.”

Meanwhile, this growing business — no pun intended — is an opportunity to train other young people in gardening and landscaping. Ethan Andrews, one of two people who work in the business with the Begley sisters, has enjoyed his time there since coming on earlier this spring.

Rachel Begley says it’s gratifying to support other small businesses, like the nurseries from which she sources flowers and plants.

“It’s a very friendly, inclusive environment, we have a good time on the jobs, and it’s not very intense at work — it’s not super tiring,” he said. “And it’s good to see the work you can do, and you definitely help out people, make them happier, and make a nice, bright place for them to come home to.”

Garden Path

The team at American Dream see plenty of growth potential — and the opportunity to hire more employees — as they build their name and book of business. And while almost all their jobs so far have been residential, Begley sees potential on the commercial side; their first job this spring was at an industrial park outside Bradley International Airport in Windsor Locks, Conn.

“So I guess a goal for the business in the future is more collaborations with business owners or real estate professionals,” she said, noting that the days it takes to complete a project vary. “It depends on how big it is — that industrial park, we were able to accomplish in a week, and I did hire a couple of people to help out, so we had a team of six going. But it’s usually within two or three days that we can complete the job.”

Rachel Begley with Ethan Andrews, a new hire at American Dream in 2025.

Begley will have to wait a while to see if her own children want to work in the business — her daughter, Emerson, is just 4, and her son, Arthur, is almost 2 — but she enjoys having them nearby as she tends to her display gardens at home. “They help out with a little backyard biology once in a while,” she joked.

They might eventually feel like Andrews does. “What I enjoy most is that my office is in the great outdoors, and that every project is different,” he said. “You know, the goal of the project changes so often, and just tackling the problems and finding solutions is the best part.”

Begley agreed, adding, “there have been a lot of surprises. But it’s very, very gratifying. I think that this was the right path for me to take. I just wish I took it sooner; that’s the only regret. This is honestly my calling.”