Great Neck has no shortage of flower shops. Some have been in business for decades, others fly by night. Terracotta Gardens Inc., better known as Terracotta Flowers, at 92 Middle Neck Road has been in business for over 37 years, and stylishly so.
As their website states, “Terracotta is synonymous with organic elegance.” A visit to this artisan flower shop, with all its sights and aromas, will certainly back that up.
Ask any successful retailer or restaurateur: People buy with their eyes. Well, Terracotta is like a candy shop, and it offers a feast. Shelley Greenberg, the owner of Terracotta, is its head designer and on site five days a week. She aims to deliver “a wholesome and expansive touch to any wedding, event, home, or arrangement.”
Over the years, Shelley has forged friendships with clients and fellow merchants. She touts these bonds as among her fondest things about our town. I have personally experienced this.
Since 2021, before we even met, Shelley has been open to and regularly contributed to Destination: Great Neck raffle events and giveaways. I recently dropped by Terracotta in person to get better acquainted. Shelley did not hesitate to chit-chat (in between calls and customers) with offers to connect further and socialize.
I couldn’t help but place an order to design the planters outside DGN headquarters on 100 Middle Neck Road. So charmed to know that there are local shopkeepers (in our town!) who genuinely care about other merchants, neighbors and fostering new friendships.
Terracotta has been in Great Neck since 1997. Shelley was inspired to launch at 102 Middle Neck Road, now the site of Playhouse Apartments.
“One of my clients had an art gallery and asked me to move into her store,” she said. Shelley rose to the occasion (pun intended), and that good idea has turned into a bustling, beautiful service for the lucky recipients of Shelley’s floral designs.
Terracotta is rooted in Great Neck (pun alert!) even as other businesses have come and gone or moved elsewhere. That is likely attributed to Terracotta’s loyal client base, cultivated (ha!) over the years.
On a personal level, Shelley really enjoys being part of the Great Neck community. However, our town’s proximity to the city has provided a boon professionally. In this way, Terracotta has been able to continue servicing many active accounts in Manhattan.
Miracle Gro?
Shelley believes that Great Neck has changed since she first opened her doors. Oh? “Today, we are attracting a lot of younger people from the city,” she shared.
Still, she has faced considerable challenges as a business owner and has steadily overcome them. For example, rising rents (a la Great Neck) have cut into profits.
Also, the town’s quietness in the retail sector on Saturdays means fewer synergies with other shops, less walk-in traffic. Still, Shelley considers herself fortunate that she has “clients from all over” who love her work, with little change over the years. While money (still) does not grow on trees, Terracotta is thriving, and constantly growing. This is by design and not attributable to any miracle we know of.
We asked Shelley what keeps customers coming back. She readily answered, “The consistency of our quality designs and great customer service.”
Shelley also feels that her retail showroom and offerings stand out among many.
“We offer many different services and products” and even with multiple florists and online competition, Terracotta has stayed relevant due to its unique style, she said. “We are not competing with anyone.”
Ever entrepreneurial, Shelley is always looking into incorporating new technology, and following marketing trends for her beloved shop in the ever-changing retail landscape.
Flower Power
Shelley is savvy. Her brand is well-loved. Over the years, she has created gorgeous designs for such luminaries as Roy Lichtenstein, Sebastian Stan and Margarita Levieva. She also does corporate work for Tiffany’s, Ralph Lauren, Hendrick’s Tavern, Port Washington Yacht Club, and many other distinguished clientele.
It goes without saying that Terracotta does its fair share of the “simcha” market in our area. That translates into many Shabbat flowers, kiddush luncheons, bar mitzvahs and baby namings. There are many occasions to “say it with flowers” and Terracotta has proven to be an elegant choice.
As far as vision for our Great Neck community, Shelley believes, as many do, that free parking in the downtown areas of Great Neck Plaza and Great Neck Estates along Middle Neck Road would help small businesses thrive. Shoppers just may resume strolling through town, without watching the clock, to stop and smell the roses. Imagine!
The OG Petal Pusher on the Peninsula
Looking forward, as she closes in on her fourth decade, Shelley advises that new businesses coming in start out by putting an emphasis on “quality and consistency.”
Enough mediocracy and redundancy, please! When asked about her legacy, Shelley posits, “We brought beauty, smiles, and joy to Great Neck.” Terracotta takes pride in being your not-so-typical neighborhood florist, strongly focused on community and personalized service, with a broad reach.
