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Tag Archives: Jennifer Ross
Sullivan Tea & Spice Co. – Business Made Simple
By Jennifer Ross
Since the mid-1960’s, 208 Sullivan Street was associated with infamous mobsters, known for organizing illegal gambling, extortion and murder. Called the Triangle Social Club, the blacked-out front windows hid business dealings of the Genovese crime family, led by mafia boss Vincent “the Chin” Gigante. In March 2011, another family took over. Armed with a hammer, cleaners, teas and spices, the Greenberg family converted the store into Sullivan Tea & Spice Co. and rubbed out mafia history. However, some things remained the same. Like the Genovese crime family, when it came to business dealings, the Greenbergs kept it in the family, kept it local and kept it small.
In 2004, siblings Jenny and Mark Greenberg started their business venture together by opening Grounded, an organic coffee and teahouse located at 28 Jane Street in the West Village. Although coffee was their top seller, they noticed a trend in rising tea sales during the colder months. As the tea trend continued over the years, the Greenbergs decided to expand the coffee shop in a complimenting direction. “[Tea sales] peaked our interest in having a general retail store where you could buy loose tea leaves of the drinks we made at Grounded,” said Greenberg. “And, of course, spices go so well with tea.”

Customers frequent the teashop, looking for original tea blends served at Grounded, a West Village coffee house.
Greenberg wanted keep the two stores near each other and found the old mafia club location in Greenwich Village during the fall of 2010. Understanding the rich history and debris that lay inside, he had much renovation work in finish. To not completely erase the location’s mafia history, he left a few things original, such as the decorative tin ceiling, mosaic tile flooring and the Italian-landscape mural from 1965.
Due to the mobster history, Sullivan Tea & Spice Co.’s grand opening received a welcoming reception from local media and neighbors. The siblings had lucked out, given that not much start-up money was reserved for store promotion. Instead, their plan was to greet the neighborhood with mouth-watering aromas, such as Masala Chai, Coconut Rooibos, Assam, Mauritius Vanilla, Ancient Jasmine Emperor, Ghost Pepper, Black Truffle Salt, Himalayan Salt and Saffron. “We had no advertising budget to speak of,” said Greenberg. “The hope was people would like what they saw and tell their friends, the old fashion way.”
In the short amount of time the teashop was open, its word-of-mouth reputation quickly grew. What started out as curiosity from the older well-established neighbors, tourists and NYU students grew into solid sales from restaurateurs, bartenders, pastry chefs and creators of essential oils, purchasing unique ingredients to use in their creations. “I know a lot of perfumists that come in for our spices,” said Noah Rinsky, a store clerk and media blogger for both teashop and coffee house. “A lot of pastry chefs use our vanilla beans. There was this bartender from Dutch Restaurant that used to come in and buy large bags of only lavender and rose petals.” As local businesses became regulars, this created a family-type atmosphere in the store.
Striving to stay in business as a local specialty shop, the Greenbergs paid-it-forward by offering many one-of-a-kind gifts and local products. One such item they carry is a honey used in a latte at Grounded and sold bottled at the Sullivan Tea store. Unprocessed, the blueberry-flavored raw honey is made by beekeepers in southern New Jersey. “One of our best selling lattes is the Honey Bee Latte,” said Greenberg. “People love it and can now make it at home as well.”
Other specialty items the teashop offers are natural soaps and candles, herb and bonsai tree growing kits or naturally created rocks, cut and polished into serving plates. The method in product selection is as unique as the product itself. “What we like to do is bring in products that accentuate the tea company. The soaps and candles are made with teas leaves or with spices,” said Greenberg. “Our growing herb kits come in recycled wine bottles that were cut in half.”
The mindset of keeping it unique and local with quality products was a main factor the teashop has kept its popularity up; so much so that a local tour guide company, Foods of NY Tours, has incorporated the teashop into their Central Village/Soho Food and Culture Tour. “We regularly look for around for shops that do one particular food group very well, with love and attention to detail,” said Amy Bandolik, Director of Operations at Foods of NY Tours. “The store is very well received [by customers].”
Through all this continued growth and variety, the Greenberg family wishes to keep the teashop unchanged in one important way – its physical size. Not wanting to loose its essence of a small-store feeling and locally known reputation, Greenberg has no future plans to further expand the business. “I just can’t imagine opening multiple [teashop] locations because I think it loses the essence of what you started with,” said Greenberg. “Growing the Internet side of business; that’s where I’d rather see the growth.”
Fearful to Fearless: A Woman’s Business Journey with Man’s Best Friend
By Jennifer Ross
In 2009, Shakeema Renee Hutcherson was involved with AmeriCorps, a national program designed to create jobs and pathway opportunities for young people entering the workforce. Placed to work temporarily for two years with Disconnected Youth, she bonded with kids in the court system. Coming from a dysfunctional background herself, she made significant progress towards a better life. She impressed her supervisor with her work. So much that he propositioned his superior to offer her a permanent job. Then, the New York economy hit a recession. “We don’t have any money. We’re not getting any funds” was their only explanation. In a split second, her future came to a complete halt.
The oldest of seventeen children, Hutcherson was well versed in the art of handling children. Her lessons began at the age of seven, with five siblings. Having an absent father and a drug-addicted mother, Hutcherson worried about how to care and nurture both herself and her younger siblings. Looking up to her with eyes and mouths wide-open, she did what was necessary to survive. “It was a trying time,” said Hutcherson. “I just basically had to do what I had to do. We always had food because of me. My mom really wasn’t there. She would leave for months so I would have to take care of them.”
With no job and no prospects, Hutcherson’s ex-girlfriend advised her to apply at Dog Wash Doggie Daycare & Boarding in Greenwich Village. There was only one problem. Hutcherson was afraid of dogs. Before she could hesitate, Hutcherson went in for an interview and was required to demonstrate her animal skills. “So I went into the pen and all the dogs migrated to me. Literally, migrated to me! They knew I was here. I thought, ‘okay, this is cool. Let me see what this is about.’ And they just loved me.” From then on, she was hooked on animal love.

From fear of the unknown came kisses galore. Hutcherson naturally bonds with her four-legged clients. Photo: Courtesy of Hutcherson.
Life in the four-legged world jump started Hutcherson’s future to success, once again. With the combination of training lessons at work, watching episodes of Cesar Milan’s Dog Whisperer at home, and her past skills of raising children, Hutcherson mastered both small and large breeds with ease. Clients opting not to board their beloved pooch, requested Hutcherson to pet sit at their homes. As a result, Hutcherson founded Home Sweet Paws in 2010, offering only pet sitting services as a way to supplement her income. Prices for her services began, and still are, seventy-five dollars per night up to the first five nights, for the first dog. Longer stays or an additional dog meant a discount on price per night.
It only took one year for word-of-mouth to spread in the dog community. Jennifer Lebeau, owner of a brown and white Dachshund mix named Beau, was a client that soon came searching for Hutcherson’s services. “Beau fell in love with her here at the dog park so I felt totally comfortable with her,” Lebeau said regarding her getting to know Hutcherson. “After speaking with some of the people in the park about her, she was the only person I actually even thought of caring for Beau.”

Everyday, Keema brings her clients to George’s Dog Run to run and socialize with neighborhood dogs. Photo: Jennifer Ross
With the great potential gain in the dog business, Hutcherson decided to quit her job to become self-employed in March 2011. She added dog walking and training services to Home Sweet Paws.
Compared to other dog walkers in the area, Home Sweet Paws’ prices are reasonable, charging twenty-five dollars per hour, per dog, for dog-walking service. For those clients needing an hour-long dog walk every weekday, Monday through Friday, she gives a discount of five dollars per hour. This is a savings many clients appreciate considering other local dog walkers can charge as much as sixty five dollars per hour for the same dog walking service.
For basic obedience training, Home Sweet Paws offers a two-week puppy-training package for a flat rate of one thousand dollars. This service comes complete with the puppy temporarily residing with Hutcherson for the duration, and is put on a vigorous 24 hour schedule to include healthy eating, sleeping, playing habits, learn basic commands, individual and dog-pack leash walking and potty training.
Just like any other start up business, there were times when the growing pains of a business stifled her profits. “It was hard. In the beginning, I literally only made $90-100 a week, dog walking,” Hutcherson said. Yet, she continued to move forward, determined to succeed. “It’s about the clientele; what you can do and what you show people. So, my whole thing was, let me get out here, show people I can actually do this. I can handle their dogs and their dogs love me.”
In her line of profession, calmness is key. It is her calmness with dogs, a lesson both Hutcherson and the dogs learned from each other, that has also allowed her to find peace about her past. “Whatever I was going through, I would just come in and the dogs would make you feel like nothing else in the world mattered.”
Posted in Profiles
Tagged George's Dog Run, Home Sweet Paws, Jennifer Ross, Profile, Shakeema Hutcherson, Washington Square Park
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Protected: The Queen of Washington Square Dog Run
Posted in Story Queries
Tagged Greenwich Village, Jennifer Ross, Neighborhood Faces Query
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Protected: Joe Gould’s Secret
Posted in Joseph Mitchell
Tagged Jennifer Ross, joe gould, Joe Gould's Secret, Joseph Mitchell
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Protected: Small Business Query: DUB Pies – Not Your Momma’s Apple Pie
Posted in Small Business, Story Queries
Tagged Down Under Bakery Pies, DUB Pies, Greenwich Village, Jennifer Ross, small business, Story Query
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Amanda Burden Profile
By Jennifer Ross
The Amanda Burden Story, written by Julie Satow, is a complicated profile story of a woman’s job to transform the image of one of the nation’s largest cities through the governmental tool of rezoning. Ms. Burden, an expat of the socialite world, goes to great lengths, a feat many higher political professionals do not attempt in their own work, of understanding the issues before her in order to make a decision to the best of her ability. Some may call this an exemplary model of professionalism, while others may view it as micro-management.
In my opinion, Satow gives an unbiased view of Burden. Satow gives both the good, such as the thousands of jobs and billions of dollars created as a result of the rezoning of Chelsea and its formerly-abandoned elevated-subway line, and the bad, with threat of gentrification infecting the city through extensive redevelopment of areas once left in the dark from new business. More importantly, for every quote in favor of Burden, she counters it with another quote against her. With the amount of quotes from many different sources, one can deduce that much research and effort was poured into the article by Satow. Now, whether the information in the article is in the portrayal image of what one would think a story on Burden would be, that is a normative statement I would not say.
The image I am left with of Burden is one of many distinctions. For a woman with her attention to detail and decision making skills, with the ability to stand before persuasive developers and not be swayed one way or the other, one would not assume she came from a background of opulence and luxuriousness many of us have not, and may never, experience. I can see how some people may see her in a negative light, due to either her decisions of improving the city, which could have led to “gentrification”, or to her ancestral background, assuming everything was handed to her on a silver spoon. In today’s world it can be difficult for some to see a woman in this position, with her character of strength and determination. Overall, I prefer to accept both sides of her as they are because not one person in this world is either good or bad completely.
Protected: Greenwich Village – Just a little swamp town of days gone by
Posted in Neighborhoods
Tagged Greenwich Village, Jennifer Ross, Neighborhoods
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