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Sarah Nelson is the founder and owner of The Key & Co. Photo by Amanda Volsen Photography

Nelson’s interest in decorating and staging stems from her mother. Photo by Amanda Volsen Photography

Nelson has always had a love for design and recently decided to start her own business with it. Photo by Amanda Volsen Photography

Nelson had various decor and displays set up for sale for attendees at the Garden Party. Photo by Amanda Volsen Photography

Nelson recently launched The Key & Co. in June. Photo by Amanda Volsen Photography

The Key & Co. helps people create beautiful spaces and transform their lives in the process. Photo by Amanda Volsen Photography

This quilt, bike and flowers combination was next to the back fence at the Garden Party. Photo by Amanda Volsen Photography

Clockwise, from back, Linda Lares, Deborah Mitchell and Jean Eaton enjoy visiting during the Garden Party. Photo by Amanda Volsen Photography

Attendees at the Garden Party could make bouquets to take home from Holly Miller Designs. Photo by Amanda Volsen Photography

Drinks from 112 on Broadway were available at the Garden Party. Photo by Amanda Volsen Photography

Story by Jennifer Levisen

Head to any social media platform lately, and you’ll be inundated with “aesthetic” images of meticulously curated and beautifully designed spaces — kitchens, living rooms, dining rooms, bathrooms, bedrooms, home offices, you name it.

If it has four walls, a floor and a ceiling, someone somewhere will decorate it, and before you know it, you’ll feel the urge to do the same. That urge fuels many a shopping experience, but often you’re left with spaces that still don’t feel “right” and possible guilt over all of the money spent.

“Listen, I love an armchair, picture frame, vase, coffee table book as much as the next person, but if you buy to fill a space or copy what someone else is doing, you’ll be left very unsatisfied and

with a space that doesn’t make you happy,” said Sarah Nelson, a longtime resident of Albert Lea, and owner of the recently launched Key & Co., providing design services.

Most know Nelson as the owner of Intego Insurance. She took over the reins of her mom’s agency, Donna Nelson Insurance, in 2013 when she moved back to town after 15+ years as a commodity broker and risk management consultant. Driven by her love of community, Nelson and Intego have volunteered at and supported many community events, including Alden-Conger PTO, Wind Down Wednesday, Alden-Conger Coaches Association, Albert Lea Dog Park, Alden Area Food Shelf, Salvation Army Food Shelf, Freeborn County 4-H and the University of Minnesota.

In the last few years though, Nelson said she’s felt the pull to tap into her creative side more and more.

“During and post-pandemic, home became even more of an important place for me,” she said. “I needed to be reinvigorated, I needed to be able to focus, and I needed to be able to relax and restore. Part of getting reinvigorated, relaxing and restoring for me was being able to tap into my creative side and start curating and designing the spaces in my home.”

Passion takes root

Nelson’s interest in decorating and staging stems from her mother, who has a keen eye for design.

“Growing up in a beautifully decorated home, I loved accompanying her on shopping adventures, particularly those related to home decor,” Nelson said. “My involvement in 4-H also fueled my love for DIY projects, offering me opportunities to be creative and inspired.

“When I moved out for college and later relocated six hours away from home, the importance of creating a comforting and personal space became evident. Over the past 15 years, as I moved from city to city, the need for a home that felt truly like ‘home’ remained constant.”

For Nelson, a home is composed of elements that evoke comfort and personal history.

“I prefer lamplight over overhead lighting, enjoy a wide variety of music, and always recommend a furry companion,” she said. “Color, art and items with a story are also essential components. Incorporating pieces from my family, like my grandma’s china, adds depth and character to my home, making it more meaningful than new, mass-produced items.”

Garden Party launch

On Saturday, June 22, Nelson hosted a Garden Party at her home, marking the official launch of The Key & Co. This event provided guests with an opportunity to experience her style firsthand, showcasing how she combines various elements to create a cohesive and inviting space.

Inspired by a comment her mom had made on how beautifully her house was decorated for Christmas, Nelson had the idea to host a fundraiser home tour. While it started as a winter concept, it evolved into a summer event with a twist.

“Initially, I considered hosting a pop-up event in my garage; however, I soon realized the value of allowing guests to see these items in a natural setting, fully staged,” she said. “This context enhances the experience, making it easier for guests to envision how different pieces can work together in their own spaces.”

A community effort

The Key & Co.’s Garden Party was more than just a business launch; it was an opportunity to support a greater cause. At Intego Insurance, Nelson received a fundraising request from the All Together Albert Lea Inclusive Playground & Miracle Field project, which sparked the idea of using the Garden Party as a fundraiser to benefit the cause.

“Understanding the need for such a facility in Albert Lea, especially given my sister’s role as a special education teacher and my neighbor Grant’s wheelchair dependence, I felt compelled to contribute,” Nelson said.

Living in Albert Lea has highlighted the importance of community for Nelson. The town’s collaborative spirit is one of its most rewarding aspects, she said.

“Knowing the people who can execute ideas and initiatives and experiencing the support and encouragement from the community has been incredible,” she said. “The Garden Party was yet another chance to collaborate with different groups and individuals, embodying the supportive spirit of Albert Lea.”

The journey ahead

Launching The Key & Co. in January 2024 was a significant step for Nelson, finally realizing a passion that has been with her since childhood. From writing a story in fifth grade about a house with different color schemes and scents for each room to receiving encouragement from her high school tech teacher to explore architecture, decorating has always been a form of therapy and a creative outlet for her.

With Nelson’s background in finance and risk management, she said balancing this creative pursuit has been incredibly fulfilling.

“Helping friends and family with their homes naturally extended to wanting to assist others in creating spaces they love,” she said. “My theme for 2024 has been to follow my heart, and The Key & Co. is a testament to that.”

Collaborations and future events

The launch of The Key & Co. also provided an opportunity to highlight other local businesses and collaborate on a common cause. Recent collaborators included Holly Miller Designs, Wildflour Confectionary, Jensprint, The Hustle Marketing Co., 112 on Broadway and Amanda Volsen Photography.

Future events for the Key & Co. include a pop-up scheduled for Sept. 28 at Broadway Home Design, part of Albert Lea’s annual Sip and Shop on Broadway, where Nelson will again be collaborating with Holly Miller Designs, and a holiday-focused event at her home in November. Proceeds for the November event will likely go toward the Alden-Conger Spirit of Christmas program.

“This work for me is driven by passion, community and a deep-seated love for creating beautiful, meaningful spaces,” Nelson said. “I feel honored to be able to do this.”

More Albert Lea Magazine

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Finding herself as an artist: Woman returns to community to raise family as she explores her art