05/20/2026
SHOW LOW- Small Business Success Story:
The Success of Diamond in the Rough: Green to green
Founded in 2023 by Correll Roe, Diamond in the Rough landscaping has rapidly evolved from a small startup into one of the most recognizable brands in the White Mountains. Specializing in comprehensive outdoor care, the company offers monthly lawn maintenance, landscaping, irrigation installation and repair, and essential seasonal services like pine needle removal.
“It’s hard work, but rewarding to see the final results,” says Roe. “I also believe that my success comes down to the people I’ve chosen to support me and be around me day in and day out.”
His mission is simple: to enhance every customer’s outdoor space by delivering high-quality results that align with their goals and respect their budget. Roe is quick to share the credit for his success, noting that his dedicated crew members are an extension of him when they are out in the field.
Last year marked a major milestone for Diamond in the Rough, with revenue soaring 400% over the previous year. Roe is leveraging that momentum in 2026, bidding on commercial contracts to further expand his footprint across the region.
This excellence hasn't gone unnoticed. On December 5th, during the annual Show Low Chamber of Commerce Gala—attended by over 200 community leaders and business owners—Diamond in the Rough LLC was honored as the “New Business of the Year.”
While surprised by the win, Roe found the setting particularly meaningful. The Chamber presented the award at the Torreon Golf Club—the very place where he had worked as a greenskeeper before striking out on his own to launch Diamond in the Rough.
He added that his success comes in part from utilizing the resources offered through the Small Business Development Center at Northland Pioneer College.
“The SBDC is a great place to talk about business growth and map out where I want to go,” said Roe. “I trust the environment, the staff, and their commitment to confidentiality.”
During his journey, Roe benefited from the SBDC through the following core services:
• Financial Analysis: Assistance in understanding his financial statements to better manage cash flow and expenses.
• Strategic Planning: Assistance in developing strategies to continue scaling business revenue and create residual income during off-season months (winter).
• Professional Development: Access to no-cost training and mentorship opportunities specific to the landscaping industry.
Roe is set on maintaining his sales revenue and will continue working with the SBDC to stay “on the green” with his strategic goals for 2026.
Also see: https://www.wmedev.org/post/correll-roe-diamond-in-the-rough-story
