Born September 16, 1913, the suburban New Jersey housewife's daughter, Mary Jane Greenberg, introduced her to her teen-aged schoolmates Doris Coley, Beverley Lee, Shirley Owens, and Addie Harris, who had a singing group called the Poquellos. The elder Greenberg was starting a label called Tiara Records. Impressed with the girls' talents, she signed them to a recording and management contract after getting their parents' permission. Renamed the Shirelles, their first single was a recording of one of their original songs, I Met Him on a Sunday. Greenberg felt that a bigger label would do a better job of promoting and selling the record. After the single was leased to Decca Records, it broke the pop Top 50. The concurrent singles didn't make the charts, so Greenberg began releasing the group's singles on her new label, Sceptor Records, in spring 1959. She recruited talented songwriter/producer Luther Dixon (the Platters, the Crests' Sixteen Candles) to work with the group, and promoter Wally Roker to "work the records" -- drum up interest on radio and in the record stores.
The group brought Greenberg a song, Dedicated to the One I Love, that they'd heard the 5 Royales perform at Washington, D.C.'s Howard Theater. It was written by group member Lowman Pauling and Ralph Bass. When the Shirelles' version was released in 1959, it peaked in the lower rungs of the pop charts. But their fortunes turned around when their single Tonight's the Night, written by Shirley Owens and Dixon, was a Top 20 RB/Top 40 pop hit, even winning a cover battle (when two artists have competing versions of the same song) with the Chiffons. Other hits followed with songwriters Gerry Goffin and Carole King's number one RB/number one pop hit, Will You Still Love Me Tomorrow. Greenberg saw this success as a chance to reissue Dedicated to the One I Love. Her hunch proved right with it going to number three pop and number two RB in 1961. More Shirelles hits followed, with Mama Said, Big John, Burt Bacharach and Hal David's Baby It's You, the gold single Soldier Boy, (written by Dixon and Greenberg), Welcome Home Baby, Everybody Loves a Lover, and Foolish Little Girl. In 1963, Greenberg started the Wand label which was for her deep RB-oriented releases. The roster included singer Chuck Jackson who had hits with I Don't Want to Cry and Any Day Now. In the '70s, Wand's roster listed the South Shore Commission (Free Man, We're on the Right Track,), General Crook, the Southside Movement, and the Independents (Leaving Me), the latter of which included future Natalie Cole producers Chuck Jackson and Marvin Yancy.
Soon after, Luther Dixon, who had become Sceptor's A&R director, was lured away by Capitol Records with a deal that included his own label. Greenberg replaced him with singer/songwriter and producer Ed Townsend (For Your Love). The British Invasion (which included the Beatles who covered the Shirelles hits Baby It's You and Boys) spelled the end of '50s vocal groups. The Shirelles sued Sceptor for years over trust fund money.
In 1976, Florence Greenberg sold Sceptor Records to Springfield International. At the age of 82, she died of complications from stroke on November 2,1995. ~ Ed Hogan, Rovi