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Miracle Grow

How this gardening entrepreneur got started and got successful

This story appears in the September 2000 issue of Entrepreneurs Start-Ups magazine.

After five years of designing custom ceramics, housewares and promotional products for various companies, Daleet Zighelboim found all fingers pointing toward disillusionment. This quandary prompted her to enroll in a University of California, Los Angeles, night class for entrepreneurs in which she stopped and assessed what she really loved to do. She found her answer in a therapeutic pastime-gardening-and, through additional research, found that the hobby was swiftly becoming an appealing activity among many a young urbanite.

OneThingLeadsTo Another: Being a city dweller herself, Zighelboim's plan was to redefine the traditional garden. Intent on creating a line of affordable gardening products geared toward city gardens-that is, the windowsills and soilbeds that line apartment complexes and the desktops of cubicle denizens-Zighelboim began City Yard, a Los Angeles company that sells gardening items, including a line of flower pots, a grass-growing tin called Canned Land and her currently ubiquitous flower petal pushpins.

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