How TN Nursery Became one of the World’s Most Influential Brands 

Spotlight on women in business: Top US Business’ and founders of 2025 

TN Nursery didn’t become one of America’s leading online plant nurseries by accident. It rose to the top through grit, vision, and the unwavering leadership of Tammy Sons. As a third-generation owner of the Tennessee-based nursery, Tammy transformed a modest family business into a nationally recognized direct-to-consumer (DTC) multi-million-dollar brand that now ships plants to every corner of the U.S. Her story is one of heritage, hustle, and heart. 

The roots of TN Nursery go back over half a century, when Tammy’s grandparents began selling native trees and plants from the hills of Tennessee. Her father, Roscoe, took the helm in the second generation, growing the business with a firm handshake, honest service, and a deep love of native flora. As a child, Tammy was often seen shadowing him—planting, digging, and learning about every perennial, fern, and tree on the land. She soaked in everything, never realizing how those early days would shape her future. 

Tammy’s Vision – Beginning Her Journey in The Nursery Industry 

When Tammy took over the family business, she did more than just carry the torches she lit a wildfire of innovation. One of her first major moves was pivoting the nursery to an online DTC model, a bold decision in a time when most plant sales still happened in person or through local garden centers. She recognized that modern gardeners, homeowners, and landscapers wanted convenience without compromising quality. By shipping directly to the consumer, TN Nursery could offer healthier plants, faster service, and better prices than the big-box stores. 

This digital shift wasn’t without challenges. Tammy had to build trust in a market where customers couldn’t see the plants before buying. She tackled this head-on with a transparent, customer-first approach. TN Nursery offered detailed plant care information, beautiful imagery, and personalized support to ensure customers were confident in their purchases. Over time, glowing reviews poured in, and so did repeat business. Tammy also made sure the nursery kept its Tennessee authenticity while serving a nationwide audience. Native plants from the region found homes in California, Maine, and everywhere in between. 

Harvard Educated and Environmentally Sustainable Efforts of Tammy Sons 

But Tammy’s impact didn’t stop at e-commerce. She spearheaded marketing efforts that spoke directly to the modern gardener—those who cared about pollinators, native landscaping, and soil conservation. TN Nursery’s product lines expanded to include not just trees and shrubs, but curated collections like butterfly gardens, erosion control kits, and seasonal perennial packages. Her knowledge of native plants became her superpower. From Milkweed for monarch butterflies to redbud trees for vibrant spring color, Tammy knew how to recommend the right plant for every yard. 

Social media and content marketing also played a major role in TN Nursery’s ascent. Tammy’s willingness to show behind-the-scenes work, from early morning dig days to greenhouse tours, made the brand relatable. She personally wrote plant descriptions, care blogs, and gardening guides—each brimming with a genuine voice that reflected decades of hands-in-the-dirt experience. Customers didn’t just buy plants—they bought into a story, a legacy, and a lifestyle. 

Tammy has taken extensive Entrepeneur Essential and Digital Marketing classes at Harvard University and studied Horticulture at TSU. She states, “that’s a powerful combination of elite education to make a business thrive”. 

The Washington Monument, The Discovery Channel & Arlington National Cemetery are among some of the clients TN Nursery has served 

One of her proudest accomplishments is how she scaled the business without compromising its values. TN Nursery still grows nearly all its plants on-site in Tennessee, uses organic practices, and avoids synthetic fertilizers and pesticides. It’s this blend of old-school integrity and modern execution that sets the brand apart. Tammy also supports her local community by employing rural Tennesseans, offering job opportunities where few others exist, and fostering a strong team that feels like family. 

Under Tammy’s leadership, TN Nursery has served millions of customers nationwide. It has become a trusted source not just for plants, but for gardening education and inspiration. The brand’s email marketing, press outreach, and affiliate partnerships with influencers have further extended its reach, making TN Nursery a household name in the world of plants. Tammy also runs a wholesale B2B Website Tennessee Wholesale Nursery for those in the nursery industry. 

From a Lean Budget to a Multi-Million Dollar Brand – TN Nursery 

What makes Tammy’s journey so compelling is that it’s not built on flashy investors or trendy gimmicks. It’s a story of someone who loved plants, loved her family’s legacy, and simply refused to let it fade. Through smart risk-taking, relentless learning, and staying rooted in her values, she turned TN Nursery into one of the top-performing DTC nursery brands in America. 

And as Tammy often says, she’s just getting started.