In the heart of America’s most bustling metropolis, a surprisingly intimate tradition unfolds each December. A captivating new documentary, “The Merchants of Joy,” pulls back the curtain on New York City’s Christmas tree trade, revealing that this multi-million dollar seasonal business rests in the hands of just five dedicated families.
For nearly half a century, these entrepreneurial dynasties have transformed street corners across the five boroughs into fragrant forests of evergreens, bringing holiday magic to millions of New Yorkers. The film chronicles their remarkable journey of preserving a family tradition against increasingly difficult urban odds.
Leading this festive brigade is Greg Walsh of Greg’s Trees, a Santa Claus look-alike whose towering 6-foot-5-inch son earned the ironic nickname “Little” Greg. Their father-son partnership represents the generational bond that defines this unique industry.
Heather Neville has carved out her own niche as the NYC Tree Lady, proving that Christmas tree retail isn’t just a man’s world. Meanwhile, George Smith operates NYC Tree Shop with the precision of a seasoned New York businessman who understands both trees and customers.
The documentary also spotlights Uptown Christmas Trees, where Ciree Nash continues the legacy established by her parents, Jane Waterman and George Nash. Their story exemplifies how these businesses serve as bridges between generations, passing down not just commerce but cherished family values.
Perhaps most intriguing is Kevin Hammer, described as a “lone-wolf tree tycoon” whose mysterious presence looms large over the industry despite remaining virtually invisible both in the documentary and real life. His enigmatic approach adds an element of intrigue to what might otherwise be a straightforward business story.
These five operations have managed to maintain their stranglehold on New York’s Christmas tree market through decades of urban development, economic upheavals, and changing consumer habits. Their success story reflects the resilience of small family businesses in an increasingly corporate world.
The documentary captures the poetry hidden within this seemingly simple trade. Each winter, these merchants transform ordinary city blocks into temporary wonderlands, where the aroma of fresh pine mingles with exhaust fumes and the dreams of perfect holiday celebrations come alive.
“The Merchants of Joy” serves as both a celebration of entrepreneurial spirit and a nostalgic look at how traditional family businesses continue to thrive in modern urban America. Through intimate portraits of these tree-selling dynasties, viewers gain insight into a world where commerce and Christmas magic intersect on every street corner.
