Before Barry Greene Jr. returned to Richmond, his hometown, in summer 2022 he’d grown his hybrid plant and record shop, Shades of Moss, into an award-winning retail concept in Charlotte, North Carolina.
He opened a Richmond branch in September 2023 at a cozy Fan shopfront located at 2128 W. Cary St. Greene was inspired to move by the vibrant community of Black-owned businesses that have sprung up in Richmond. He had experienced a lack in Charlotte of support for Black entrepreneurs.
With a healthy crop of common and rare houseplants and a partnership with local plant pop-up The Prickly Succulent, Greene wants to expand Richmonders’ options and knowledge of plant life and care. Shades of Moss offers regular classes for those who don’t have a green finger. “We go further to discuss where a plant should go versus just if the plant is pretty,” Greene says. “We offer full service and answers to questions like, ‘Will this be happy in a window in the bathroom?’ or ‘Will this be OK for my pets?’”
Greene also offers house calls, where he’ll perform a “plant health consultation” to water, trim or otherwise maintain plants for $50 an hour.
Shades of Moss isn’t all greenery, though. Greene’s passion for indie music has found a place between the growing leaves in the store. “Music is always around in a well-designed space,” he says.
The store’s selection began with what he listens to most: lo-fi, a genre with chill beats and jazz elements. Now the shelves are stacked with psychedelic, hip-hop, funk and soul. He organizes his vinyl collection by mood. While “coffee time” has a slower tempo, “date night” leans toward sultry jazz.
Greene’s choice to focus on stocking new releases may be a more expensive route, but educating the customer has always been part of the mission at Shades of Moss. “My goal is that you walk in, and you get to see the vinyl of independent artists and local bands,” he says.
Greene and Victoria, his wife, run the business together. The family’s entrepreneurial venture is not easy, especially with their jobs as journalists and businesspeople. But they have no regrets. “Last year was a tough year to reopen our business in Richmond, but we wouldn’t change a thing,” Greene says. “I can’t tell you how much this community has shown up in various ways.”