Our Story

It started nearly 30 years ago with a paper white lily bulb potted in a simple terra cotta pot. Ed Glenn’s vision was to present artificial florals just as the actual flowers might grow in your garden or greenhouse. With exacting detail, including his concept for Durt, this simple idea changed an industry. His inspiration is rooted in the heritage of our family floral business. Founded in 1948, Jefferson’s of Greenville is the premier florist, wine shop, and retailer of home goods in the region. In 2023 we celebrated 75 years of service to eastern North Carolina. This remarkable legacy of high-end floral design and commitment to our customers is the foundation of the New Growth Designs and Enduraleaf brands. Glenn’s experience with fresh flowers informs his vision to create the most authentic and like-like artificial floral and greenery products available. We work closely with our suppliers to curate unique components with meticulous attention to detail and uncompromising quality. All products are designed and assembled by talented artisans in our Greenville, North Carolina workshop. We are proud to provide distinct floral and greenery solutions with phenomenal customer service to the world’s best interior decorators, designers, architects, and fine retailers. 

Meet the Team

We are a small team doing big things and we take pride in our work. Our mission is to create the best product and provide incredible service. If you happen to be in the area pop in and say hello.

Our Workshop is located at
225 Martin Street, Greenville, NC 27834