Judy Feldstein now has both feet firmly planted on the ground here in the Valley of the Sun. She and her physician husband, Murray, both Philadelphia natives, first developed roots in Flagstaff following the completion of Murray’s medical residency in urology at the University of Arizona in Tucson. They embarked on a family trip in 1974 with four children in tow – all under age 10 – and “fell instantly in love with the beautiful green paradise” of northern Arizona.
While Murray concentrated on his practice, Judy accepted a job teaching special needs children, at the same time searching out Jewish families. She and some new friends “literally combed the phonebook seeking fellow Jews.” Although they came from diverse levels of observance, she explains, “we all wanted a Jewish connection.” Their efforts resulted in the creation of Heichal Baoranim, which translates in Hebrew to “Temple in the Pines.”
Judy had been confirmed as a teen but says, “I learned as I went,” taking on the challenge of teaching three times a week at the congregation’s nascent Hebrew school. Son Andrew’s bar mitzvah was Heichal Baoranim’s first. The congregation now boasts a membership in the hundreds, and although the Feldsteins don’t live in Flagstaff anymore, they remain affiliated.
Then, in 1976, Judy decided to try her hand as an entrepreneur. She was inspired by a Philadelphia friend who had just started a plant/interior design/maintenance business. “It sounded good to me.” Judy says. “The hours made sense, I would have flexibility to attend the kids’ activities, but most importantly, I always have loved plants.” She researched the subject and looked into business start-ups. “When the kids were home I was Mom, but when they went to school I went to work.”
It was fortuitous that a Flagstaff friend was the daughter of W.L. Gore, the entrepreneur who invented Gore-Tex among other products. “I told her of my business plan, and she was responsible for me getting my first commission. It was the huge atrium in the Gore building in Flagstaff.”
For Judy it was a baptism by fire. She checked out the facility, determined what plants to use, and decided where to place them and which containers to use. She hired the technicians who would typically provide plant care and maintenance. Flagstaff Plant Design (which morphed into Foliage Unlimited) was born, and at its peak served businesses throughout Arizona, providing design, installation, sales, maintenance and rental of interior plants. “At our height, we maintained 400 clients weekly and provided greenery to 25 florists,” she says.
At the outset Judy honed her knowledge to include drainage, lighting and more, but she credits mentors with helping her get started. One of them, after 29 years, purchased the part of the business covering Phoenix, Scottsdale, Prescott and Sedona; the northern territory (Flagstaff, Williams, Winslow and Grand
Canyon) was sold to an employee. Judy’s civic accomplishments in Flagstaff crossed the spectrum of board memberships, chairmanships and volunteer efforts. In 1991 she was honored with the Athena Award by the Flagstaff Chamber of Commerce, recognizing her “professional excellence and contributions to both the business world and the community.”
When Murray decided, in 2000, that it was time to retire from his practice, the Feldsteins departed Flagstaff to build their dream home in Camp Verde, a half hour south of Sedona. “But Mayo Clinic called,” Judy says. “They wanted Murray. Without skipping a beat he said ‘Yes!’ ” So now Judy and Murray have a second residence in northeast Phoenix and commute between the two. The Camp Verde home, now on the market, sits on 8-plus lush acres on the Verde River and comes with a greenhouse on site, an infinity pool and a patio where eagles soar overhead and deer graze nearby.
Never one to rest on past laurels, Judy presently is the brains behind houseplant411.com, where visitors get all the dirt related to houseplants. The Plant Wizard section suggests houseplants that best fit your needs, and Ask Judy provides answers to across-the-board questions. An illustrated plant guide is included, as well as an opportunity to receive reminders as to when and how to water your plants!
