Nearly 26 years ago, Plants Etc. put down roots in Potomac Village. But the legacy will not continue for the florist that is known for its personal in-home plant services. Consistent with the trend threatening independent businesses in the area, Plants Etc. can no longer afford the rent to operate its retail shop on Falls Road.
Owner Lois Ornstein is relocating the business to Rockville on Dec. 31. Ornstein will continue to run Plants Etc. through an expansion of a lease she owns for the event and design division of her business. Ornstein said she couldn’t justify remaining in Potomac, as their retail took a hit during the recession and rent became too expensive.
Steven Ornstein, who co-owns Plants Etc. with his mother, said in order to remain in their current space, the store would be forced to increase their retail prices by 25 to 30 percent. Raising prices, he said, is simply not a good business decision.
"We can’t compete with higher rent in this economy," said Steven Ornstein.
Landlord Michael McConihe said the decision fell on the Ornsteins, and while he declined to offer specific numbers, he said the rates for the 1200 square-foot store have not increased. McConihe said he and the Ornsteins unsuccessfully negotiated a reduced rent that would enable the retail shop to stay open after the New Year.

THE MOVE comes as a difficult one for Lois Ornstein, who began her botanical business over 35 years ago from her basement. Her mission was to offer personal plant care to local homes, and expanded to provide services to more than 100 residences in the Potomac community. Ornstein and her employees go into the homes of clients, some even on a weekly basis, and tend to their flowering plants. The retail shop and event design components developed as the business grew, but Lois Ornstein credits the success of Plants Etc. to the foundation of trust that developed from the personal relationships within the small community.
"If you work here, you don’t just see people once or twice," said Lois Ornstein, who can recite the telephone numbers of customers from memory and keeps in-store credit accounts for those preferring not to fuss with a bill during each visit. "The chain stores don’t know you by name."
To Lois Ornstein, ending the lease for her retail shop reinforces the trend of diminishing "mom and pop" stores in the Village. She believes it is a disservice to local residents who can easily venture to Montgomery Mall for chain store products but rely on the personable environment unique to small businesses like her own. Storeowners and residents alike say they are displeased with the Village’s business turnover in the past decade.
Customer Wendy Lipson has lived in Potomac for more than 30 years, establishing a relationship with Ornstein and making Plants Etc. her primary resource for botanical needs. Lipson said she has witnessed the Village transition from a majority of independent business owners to an abundance of chains. The effect, Lipson says, is the loss of a tight-knit community with impersonal replacements.
"Instead of a hometown feel, the Village is becoming a corporate crossroads," said Lipson. "How many banks and real estate offices do you need?"
McConihe said he and his fellow property owners are in the process of searching for a new tenant. He said they are sensitive to what type of business will replace Plants Etc., as they weigh community needs with the potential of competition between existing stores.
"We can’t just put any tenant in there," said McConihe. "They must be appropriate for the community."
While McConihe said he hoped Plants Etc. could find the means to remain in their current location, Lois Ornstein said the combination of rent and the maintenance necessary for the aging store’s upkeep makes it impossible.
"It’s been wonderful being here," said Lois Ornstein. "And it will be harder to serve from further away."

THE RELOCATION will not only affect their distance, but the entire dynamic of the Plants Etc. store. Because the space in Rockville was not intended to function as a retail shop, it forces the Ornsteins to shelve their plants rather than display them. They say their business is thriving from the event division, but they do not expect to have the same volume of customer traffic as they once had on Falls Road.
This lack of a retail venue will also jeopardize the future of some Plants Etc. employees. For the individuals who work on the floor of the retail shop rather than tend to plants in clients’ homes, jobs may be lost along with the store in the Village.
Landis Roberts has been an employee of Plants Etc. for over 25 years, and finds fulfillment in her position of servicing homes. Roberts said she plans to continue to serve clients even in light of reduced maintenance requests and relocation.
"If it means I work less time than I did before, but I’m doing the same things, I’ll be very content," said Roberts.
Roberts said their longstanding shop in Potomac evolved from the dedication of Lois Ornstein, who combined business ethics with creativity and care. She said the owner’s astute attention to the individual customer created the friendly and focused environment that is incomparable to big entities. Like others, Roberts believes the loss of the retail store on Falls Road reflects the loss of personal service in the community.
"We will miss it when all our client-oriented businesses are gone," said Roberts.