June 9, 2026
The Changing Business Landscape of Sheepshead Bay
By John Myers
By Alisa Uchaykina
Once, Sheepshead Bay was a place where people came not only to shop but simply to enjoy some leisure time. Small family-owned stores, walkways by the water, and restaurants along Emmons Avenue created a unique atmosphere. It was a cozy, family-oriented neighborhood where time seemed to slow down and bring a sense of calm. But over time, a lot has changed — people changed, new places opened, and old ones disappeared.
Svetlana Junatanov opened her tanning salon more than 20 years ago, when the neighborhood looked very different. At the time, many Italians and Greeks lived here, people who are used to the sun and warmth. In the winter, they lacked that, so a tanning salon became a natural solution. Over time, Junatanov’s business didn’t just survive but adapted and recently, she introduced a red light therapy bed, showing how local businesses keep up with new technologies.
What’s even more interesting is that her clients “grew up” with the business. “Mothers used to come to me, and now their children come,” she says. Her salon became more than just a service — it turned into a part of life for several generations. But stories like this are becoming increasingly rare in the neighborhood.
Jannet Kriv owned a small jewelry and gift shop called “Enter Prize,” which had existed for about 50 years before she bought it. According to her, the neighborhood used to be full of “mom-and-pop stores.”
But everything changed after Hurricane Sandy in 2012. The area suffered heavy flooding, and recovery was both difficult and expensive.“After that, prices started going up, and it became much harder to keep a business running,” Kriv recalls.
Gradually, many small, family-owned shops began to disappear. They were often replaced by chain restaurants, fast food dining spots, and other businesses focused on high turnover and quick profit rather than long-term relationships with customers.
Today, opening a business in the area has become much more difficult. Rents are high, and business owners are often required to pay several months of rent in advance before they can even open, along with a security deposit. This means they must spend a large amount of money upfront, in addition to renovation expenses and other startup costs, barriers not everyone can overcome. According to the NYC Department of Small Business Services, commercial rents in Brooklyn have steadily increased over the past decade, making it harder for small businesses to afford space.
In addition, online shopping has had a major impact on local retail. More people now prefer convenience and speed, which has forced many stores, especially clothing shops, to close. “People don’t shop the same way anymore,” Kriv says. “They go online because it’s faster and easier. Before, they would come in, look around and talk. Now everything is about convenience, and that’s something small stores can’t always compete with.”
As a result, Sheepshead Bay is changing, becoming faster, more expensive, and more business-oriented. And yet, it hasn’t completely lost itself. Stories like those of Junatanov and Kriv show that behind the storefronts and signs, there are still people who remember what this neighborhood once was and how, in some way, it continues to preserve its character.
