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If you’ve been tuning into Goal Digger this summer, you likely know that this has been a year of exploring hobbies outside of work – from bread baking to beekeeping, rowing and gardening, I have loved every second of it!
This is actually how I connected with my guest today… I stumbled upon her Instagram as my family and I were planning our first garden and I instantly loved her!
Nicole Burke is the visionary behind Gardenary, a brand that inspires people to grow at least a little bit of their own food using accessible gardening methods, creative tips and tricks, and a unique aesthetic.
Although this is definitely a zone of genius of hers, Nicole is more than a gardener!
Nicole’s story begins in 2015 with no credentials and a $450 preschool refund check, driven by a dream to set an example for her four young children and make a significant impact on the world.
Fast forward nine years, and Nicole has built not one, but TWO 7-figure businesses, authored two best-selling books, and cultivated an online following of nearly 2 million engaged fans. Her next book is slated for release in January 2025, and I can’t wait for you to hear about it in this conversation!
Recently, she has expanded her influence with her personal brand, HeyNicoleBurke!, where she teaches entrepreneurs how to grow their businesses on Instagram using a distinctive social strategy focused on short 5-second videos.
In this conversation, we’re diving into the key strategies Nicole used to quadruple Gardenary’s Instagram audience in just 15 months and how she managed to quadruple shop sales in the same period. We’ll uncover the secrets behind Gardenary Inc’s record revenue growth, achieved without any ads and solely through short-form video content.
Nicole also shares insights into creating engaging content, avoiding common social media pitfalls, and balancing her various roles as an entrepreneur, author, and influencer. Let’s dive in!
The Power of Gardening and Personal Transformation
Nicole’s story began with something so many of us can relate to—the desire to slow down, reconnect with ourselves, and find joy amid the busyness of life.
As a mom of four, Nicole turned to gardening as her escape. But what started as a hobby quickly became a therapeutic outlet, a way to nurture not only her plants but also her own well-being.
Through tending her garden, she experienced something profound—the healing power of nature and the importance of feeding herself, her family, and her soul with real, nourishing food.
Nicole’s personal transformation through gardening is the perfect example of how even the smallest act, like growing your own food, can lead to big life changes.
From a $450 Preschool Refund Check to a Seven-Figure Business
What’s even more remarkable about Nicole’s journey is how she turned this personal passion into a thriving business.
Picture this: she had a $450 preschool refund check, and instead of spending it on something fleeting, she planted the seeds—literally and figuratively—that would grow into her seven-figure business, Rooted Garden Goods.
Nicole started offering gardening services and products, and thanks to her unwavering dedication and hard work, she was able to scale her business to seven figures in just a year. Talk about making the most out of a small start! It’s a true testament to what’s possible when passion meets perseverance.
Transitioning to Online Business and Scaling Up
As her service-based business grew, Nicole hit a ceiling in terms of how much she could scale, which led to a big decision: transitioning to the online space. Nicole taught herself how to document her processes, create outlines, and deliver her passion in the form of an online course.
That’s when the Kitchen Garden Academy was born.
By going digital, Nicole not only expanded her reach but opened the door to scaling her business far beyond what she thought was possible. The shift to online courses allowed her to serve her audience on a much larger scale, creating a ripple effect that continues to grow.
The Power of Authenticity and Trust on Social Media
What makes Nicole’s success even more relatable is how she embraced imperfection and leaned into authenticity—especially on social media. This is how we originally connected, remember?
Instead of focusing solely on polished content, she used short-form videos to engage her audience, sharing real-life snippets of her gardening journey and business growth. Nicole didn’t shy away from posting frequently or from being herself in front of the camera.
By showing up authentically, Nicole built trust with her audience, which became the foundation of her success. In just 15 months, she quadrupled her sales, and she credits a big part of that to focusing on relationship-building rather than hard sales!
Through DM automation, consistent posting, and always staying true to her brand, Nicole saw her audience grow exponentially, with followers who became loyal customers.
Embracing Imperfection
Nicole’s journey is a masterclass in embracing imperfection. Instead of waiting for things to be “perfect,” she took action, documented her processes, and showed her audience the behind-the-scenes moments.
This transparency helped her build a strong sense of trust with her followers—people love REAL, and Nicole gives them that in spades.
Her story is a reminder that you don’t have to have it all figured out to start. Just begin, and let your audience come along for the ride.
Empowering Others Through Teaching and Sharing Knowledge
I absolutely love how Nicole uses her platform to empower others. By documenting her own journey and creating accessible, valuable courses, she’s helped countless people embrace gardening, entrepreneurship, and the courage to pursue their own passions…. myself included!
I didn’t expect to cry in our conversation, but I literally teared up within the first few minutes of our interview because of how much of an impact she has had on my life since I started my first garden earlier this year.
Nicole is proof that sharing your knowledge and experiences can have a huge impact, not just on your own life, but on the lives of others. She’s built a business that’s not only financially successful but also deeply meaningful.
If Nicole’s story resonated with you, I hope it leaves you feeling inspired to chase after your own dreams, no matter how big or small. Whether you’re just starting out or looking to scale, remember that authenticity, consistency, and trust are the keys to lasting success!
Connect with Nicole on her personal Instagram, Gardenary’s Instagram, and the Gardenary website, just like I did. You won’t regret it!
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