Online Florists with Apparent New Jersey Ties Face Hundreds of Complaints

Better Business Bureau warns consumers about deceptive practices by several websites claiming to be local florists

Published on Feb. 13, 2026

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Several websites allegedly falsely claiming to be local florists are getting hundreds of complaints from across the country, according to the Better Business Bureau (BBB). At least three of the websites appear to have ties to New Jersey, including Ruth's Roses, Flowers By Eva, and Flowers By Nora. Customers have reported issues with orders not arriving, arrangements looking different than advertised, and difficulties getting refunds.

Why it matters

These deceptive online florist practices raise concerns about consumer protection, as customers are being misled and having difficulty resolving issues. The situation also impacts legitimate local florists like Ruth Chase Flowers, whose reputation is being damaged by customers mistakenly contacting them instead of the problematic websites.

The details

The websites, which are registered in Nevada, are allegedly managed by Anthony Picco or Terry Thompson, who have New Jersey addresses. Customers have filed hundreds of complaints with the BBB, with many 1-star reviews citing issues like orders never arriving or looking nothing like the online photos. The BBB says the websites initially had F ratings but some have since been upgraded to C after responding to complaints. Authorities in New Jersey and Nevada are investigating the matter.

  • In January 2026, one complaint against Ruth's Roses was opened and is under review by the New Jersey Attorney General's office.
  • In 2021, CBS News New York reported on similar consumer complaints against another website, Terry's Florist, which is listed under the same Nevada address as the other problematic florist sites.

The players

Ruth's Roses

A website that allegedly falsely claims to be a local florist in multiple cities, including Jersey City and Red Bank, New Jersey, despite having no physical storefront. The website has received hundreds of customer complaints.

Flowers By Eva

Another website that appears to have ties to New Jersey and has received customer complaints about misrepresenting itself as a local florist and delivering subpar arrangements.

Flowers By Nora

A website that, like Ruth's Roses and Flowers By Eva, is registered in Nevada and appears to have New Jersey connections, while also receiving numerous customer complaints.

Ruth Chase Flowers

A legitimate, award-winning mom-and-pop flower shop in New Milford, Connecticut that has recently received complaints from customers who mistakenly contacted them instead of the problematic Ruth's Roses website.

Anthony Picco

An individual with ties to New Jersey who appears to be involved in managing some of the websites that have received customer complaints.

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What they’re saying

“The order was marked as delivered, which I thought was really strange. So I Googled 'local florists in Allen, Texas,' and they, Ruth's Roses, was the first.”

— Anthea Davis, California resident (CBS News New York)

“They apologized for the lack of service and told me that I would get $35 back.”

— Heather Womback, Cherry Hill resident (CBS News New York)

“I'm just concerned about our reputation.”

— Luisa Amaral, Owner of Ruth Chase Flowers (CBS News New York)

What’s next

The New Jersey Attorney General's office is continuing to review the complaint against Ruth's Roses, while the Nevada Attorney General's office has been referred complaints about other related websites. Authorities are investigating the extent of the deceptive practices by these online florist companies.

The takeaway

This case highlights the need for greater consumer protections and oversight of online businesses, particularly in industries like floral delivery where customers are vulnerable to misrepresentation and poor service. Consumers should be wary of deals that seem too good to be true and thoroughly research any online florist before placing an order.