Turning Experience Into Growth: The Diamond in the Rough Story

For many entrepreneurs, building a business isn’t a straight path—it’s shaped by experience, setbacks, and the decision to try again with greater clarity.

That journey is exactly what led Correll Roe to launch Diamond in the Rough LLC (DITR), a full-service outdoor provider in the White Mountains. With support from White Mountain Economic Development (WMED) and regional partners, Correll is transforming years of hands-on experience into a growing business built for long-term success.

WMED Executive Director Russ Yelton says that kind of persistence is often what separates ideas from sustainable companies.

“Success doesn’t always come from getting it right the first time,” Yelton says. “It comes from learning, adapting, and being willing to build again, and Correll has done exactly that.”

A Second Start, Built on Experience

Diamonds in the Rough officially launched in 2023, but its foundation was years in the making.

Correll’s background includes time in golf course greenkeeping, landscaping, and public works—roles that gave him a strong understanding of outdoor environments and operations. But his interest in entrepreneurship started much earlier, dating back to childhood when he would take on yard work jobs to earn money.

His first attempt at starting a landscaping business came in 2017. While short-lived, the experience proved valuable, offering lessons that would later shape his next venture. And the entrepreneurial spirit that was central to his younger years continued to bubble up inside of him.

After several more years in the workforce, Correll could no longer ignore his desire to start a business. The idea for Diamond in the Rough—something he had considered for years—became a clear path forward.

“Eventually, I reached a turning point and decided it was time to stop working for someone else. It was no longer just a thought; the switch flipped in my mind,” he said.

In 2023, he made the decision to step away from public works and fully commit to building his own company.

Starting Small and Scaling Up

Like many small business owners, Correll began with limited resources and a willingness to figure things out along the way.

In the early stages, operations were run entirely out of a single truck—a setup that came with both logistical challenges and constant concerns about equipment security. Over time, those challenges became stepping stones.

Through persistence and reinvestment, the business steadily expanded its capabilities. Today, DITR operates with multiple trailers and a growing inventory of tools and materials, allowing for more efficient service and a broader range of offerings.

That growth also reflects a broader vision. Rather than limiting the business to traditional landscaping, Correll has positioned DITR as a full-service outdoor provider that is focused on delivering comprehensive solutions for customers across the region.

Finding Direction Through Support

While determination drove the early stages of the business, Correll recognized that growth would require more than hard work alone. Seeking guidance became a necessity.

After connecting with the Show Low Chamber of Commerce, Correll was introduced to additional resources, including the Small Business Development Center (SBDC). Through networking and mentorship, he began gaining traction—not only in securing new opportunities, but in refining how he approached the business itself.

That momentum eventually led to an invitation to join the White Mountain Innovation Station, a business incubator program supported by WMED, where Correll began working more closely with advisors to evaluate his current operations and plan for future growth.

“I quickly realized I needed real advice, and that’s exactly what I received,” he said. “We've been able to address some very important aspects of the company that are crucial for our growth, working on details and plans to continue our expansion.”

Through one-on-one sessions, the focus shifted toward building structure, from clarifying business goals to strengthening operational strategy.

“Our role is to help entrepreneurs take what they already know and turn it into a plan they can execute,” Yelton says. “Correll had the experience, so it became our primary focus to work with him on building the framework around it so he can grow with confidence.”

Momentum and What Comes Next

Today, DITR is gaining traction with a growing customer base and expanded capabilities, and recently was awarded “Small Business of the Year” by the Show Low Chamber of Commerce.

Even with the company’s success, Correll remains focused on the future.

Plans for the coming year include launching a nursery presence at the local farmers market and building an additional crew. These steps will allow the business to scale while continuing to meet demand.

At the same time, Correll continues to lean on the relationships and resources that helped him reach this stage.

“I will continue to utilize the resources available to me, including the WMED incubator program and the local Chamber of Commerce. These organizations are pivotal to our success, and I am deeply grateful for the support I’ve received!”

With a stronger foundation in place, Diamond in the Rough is positioning itself for long-term growth—driven by experience, supported by mentorship, and guided by a clear vision for what the business can become.

Follow Diamonds in the Rough on Facebook, and learn more about WMED entrepreneurial support at wmedev.org.