Greg Ammon Finds New Beginning, Opens Store in East Hampton, Years After Tragedy

EAST HAMPTON, NY - A new store is set to open on Newtown Lane in East Hampton — and for owner Greg Ammon, the store represents a new beginning.

Ammon and his twin sister, Alexa, were only children when their father Ted Ammon, a Wall Street multi-millionaire, was murdered in their East Hampton home by Daniel Pelosi, the lover of his estranged wife. The murder sparked a flurry of media attention, making headlines around the world and leading to a TV movie, "Murder in the Hamptons."

The case rocked the small community and in 2012, a documentary directed by Greg, helped heal broken hearts.

And now, Greg Ammon has decided to put painful memories aside and instead, focus on the happy childhood he and his sister cherished in East Hampton, playing on the beach and living in their family estate with their parents.

To that end, he's focused on his new store, which is set to make its debut.

"My favorite childhood memories revolve around weekends in East Hampton with my family and friends. We’d run around sporting T-shirts that had my father’s company’s logo on the back… a big sunflower that we proudly wore," Ammon told Patch. "Now that I’m getting married and starting a family of my own, I’m excited to bring the sunflower back to East Hampton and start making great memories all over again.”

Greg Ammon will launch the Big Flower flagship store at 23 Newtown Lane in May, according to a press release.

"The opening of the store commemorates the launch of the Big Flower clothing brand. The men’s collection is a full range of handmade, contemporary wear and accessories from breathable button-downs and unlined suiting, to ultra-soft t-shirts, joggers and summer weight sweaters. The debut womenswear capsule line consists of summer basics and necessities such as relaxed tunics and beach dresses," the release states.

Greg Ammon collaborated with his fiancée, Stacy Volkov, to create the line, with Volkov leading design for the women’s collection.

According to the release, the name "Big Flower" stems from a modern day family crest created in the 90s and used on T-shirts the Ammons gave to friends and family who visited in the summer.

The crest, designed by Ammon's mother, came about shortly after he was adopted from Ukraine and said his first English words “big flower” when he saw a field of sunflowers in the Hamptons, the release says.

"The 1,000 square foot store is designed around the idea of a traditional East Hampton cottage. The familiar summer vibes of the store strike the same easygoing chord as Big Flower’s clothing. The clean white shell interior is accented with walnut, antique brass touches and carrara marble finishes. Rich sisal carpet runs throughout the space, leading to a comfortable lounge area with painted white floors where customers can shop and enjoy a complimentary cup of Big Flower’s debut tea," the release says.

The store's decor will feature East Hampton photos, including family shots; the gallery will also showcase works of Hamptons artists. Guests will be invited to enjoy tea and champagne while listening to music; outside sunflowers will be available for guests to take home.

"I wanted to create a brand where people, no matter who they are or where they may be, can get a feel for a weekend in the Hamptons, every day, all year round," Ammon said.

The flagship store will carry the full product offering of the men’s seasonal collection, lifestyle products and will exclusively carry the women’s capsule collection, the release said.

The store will open at the former site of the East Hampton OB Summer Store, a pop-up business.