The Ground Floor Is Everything.

We advise developers, cities, and downtown development authorities on what belongs on the ground floor — then we go find it, negotiate it, and help make it real.

terra alma is a women-founded boutique advisory firm based in Atlanta, specializing in ground-floor activation, operator curation, and incremental retail strategy for walkable, human-scale places.

Rooted in the right idea, brought to life the right way.

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We tell you what belongs on the ground floor. Then we go find it, negotiate it, and make it real.

We tell you what belongs on the ground floor. Then we go find it, negotiate it, and make it real.

Our Work.

A brick wall with a large outdoor advertisement for Downtown Lawrenceville (DTL) featuring a crowd at a community gathering, and a DJ turntable, promoting events for everyone.

City of Lawrenceville, Georgia

From market study to recruitment

City of Lawrenceville Case Study
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Outdoor view of Chamblittap & Market storefront with seating area and people dining outside under string lights, signage displaying food and drink options.

Chamblee Tap and Market

Former Antique Shop to Community Gathering Spot

Chamblee Tap + Market Case Study
A person smiling at camera, standing with hand on hip in an unfinished room with construction workers in the background.

Kinjo Concepts

Helping a Regional Restaurant Brand Open 7 Unique Concepts

Kinjo Concepts Case Studies

Testimonials.

Rendering of a modern restaurant named 'Chamblee Tap' with outdoor seating, people dining outside, a grassy hill, and a partly cloudy sky.

“Edie's got her finger on the pulse of the Atlanta food scene, and we feel very fortunate to have her on our team.”

— David Heymann, Co-Owner, Chamblee Tap + Market

📸Vickers Design Group

A brick building with a colorful mural that says "Love, Norcross" on the side under a blue sky with leafless trees.

“Terra Alma is different because of their passion. Edie and her team work tirelessly to find the critical pieces of the retail puzzle.”

— Mason Zimmerman, CEO Pope & Land + Western & Atlantic Development

Man in black blazer and glasses standing with hand on hip at a construction site with unfinished walls and workers in the background.

“There is a mutual respect and understanding in kowing what we’re looking for and what we want. Finding the right location has everything to do with Terra Alma.”

— Alex Kinjo, Founder and Concept Curator Kinjo Concepts

Who We Help.

A large commercial soybean storage silo painted with colorful graphics, including the words 'Wostí Farm' and a silhouette of a goat, outdoors in a rural area with trees and buildings in the background.

MPC Developers

→ Curate the right operators for walkable, human-scale communities.

Counter at Dealloo's Seafood restaurant with black barstools, white tiled walls, hanging lights, and a digital menu screen.

Mixed-Use Developers

→ Activate ground floors that work for daily life, not just on a pro forma.

Exterior view of a brick cafe named Peachtree with a vertical sign, large windows, a red umbrella outside, and surrounding sidewalk, bushes, and trees on a sunny day.

Cities & DDAs

→ Turn downtown strategy into doors opening and operators thriving.

Interior of a bright coffee shop with large arched windows, hanging pendant lights, a wooden counter, and a menu on the wall listing coffee drinks with prices.

Independent Operators

→ Grow into walkable, community-centered spaces with strategy behind every move.

What We do.

Every engagement starts with understanding the place - not just the square footage. Who lives there, what's missing, and what the community is actually ready for.

Listen + Assess

Two women are looking at a map on a wooden table. One woman, with curly hair and wearing a pink top, is holding a yellow pencil and pointing at the map. The other woman, with glasses and a curled ponytail, is leaning over and looking intently at the map.

We map the market, analyze the gaps, and get honest about what will actually work and what won't.

Build the Strategy

Street view of a modern two-story building with restaurants, including a closed outdoor patio with umbrellas, trees with white flowers, brick fencing, and clear blue sky.

We build an incremental retail strategy that balances daily-use operators, community anchors, and long-term ground-floor health. No generic tenant lists.

Curate + Recruit

A female chef wearing a black chef coat with yellow embroidery, preparing a dish of black pasta with sauce and meat in a kitchen.

We curate the operators. We tap our network of 8,000+ independent brands, pitch the concept, and bring the right people to the table.

Close the Deal

A man and a woman standing together in a restaurant with dark walls and colorful artwork, smiling at the camera.

We negotiate the lease, protect your interests, and see it through to opening day.

Advisory and brokerage, under one roof. That's the difference.

The team behind the ground floor. Strategy is easy to write. It's harder to actually walk a site, know the block, and call the right operator before anyone else does. That's the part we do ourselves.

We believe places are built by people, not portfolios.

Sarah Gretzmacher

edie weintraub tscg colliers cbre jll retail strategies

Edie Weintraub

Michaela Boone

Meet The Team

What we're noticing right now.

We write about what we're seeing on the ground — before it becomes a trend, and after everyone else has stopped paying attention.

Read More Ideas →

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Our Why