Tight economy can’t stop business owner from giving back
Shrewsbury, Mass. – Charitable giving often takes a hit in a tight economy as businesses of all sizes try to deal with shrinking profits and tough decisions. For small business owners, this reality is even greater and charitable giving often ends up an after thought as they struggle just to stay afloat.
But this didn’t stop Shrewsbury’s Jennifer DeMaria, who owns Jenny Boston, a small fashion and accessories retailer, from trying to do something to make a small difference in her community.
“A lot of people are struggling now with gas prices being so high and the economy in tough shape, so extra money is hard to come by,” said DeMaria. “But, I really think people still want to give back and help their communities. I basically decided to let my customers know that I’m willing to help if they’re willing to help.”
So, DeMaria came up with a plan to work philanthropy into her business in a way that allows her to raise funds for community causes while growing her company, and having some fun at the same time.
“I wanted to put some fun in fund raising,’ said DeMaria.
Knowing that most women love to shop and socialize, DeMaria decided to offer customers the chance to do just that while raising money for area charities. Each time one of her customers hosts a private fundraiser, Jenny Boston donates 25 percent of the sales to the host’s charity of choice. Prior to this, the host of the party used to get 20 percent of the proceeds to put towards Jenny Boston products.
The idea has caught on big time, and according to DeMaria has been beneficial to her business and the community.
“My customers get a fun night out knowing that anything they purchase will help a good cause, and I get to increase business and give back to my community,” she said. “It’s one of those situations where everyone benefits.”
In fact, the goodwill generated at these parties has turned into an unexpected word-of-mouth advertising campaign for Jenny Boston as customers recommend the idea to their friends and family.
“I had no idea this concept would take off like it has,” said DeMaria. “It proves the point that people love to socialize and really do care about others. When you put the two together, good things can happen.”
Kristin Oliveri of Shrewsbury recently hosted a Jenny Boston Fundraising Party. She enjoyed it so much, she’s thinking of having another one soon.
“Any time you can get your friends and family together is a special occasion,” said Oliveri. “When you can do this while at the same time raising money for good cause, it makes it even more special.”
Jenny Boston, which is celebrating five years in business, sells affordable handbags, jewelry and accessories through the company Web site (www.jennyboston.com) and at home parties and events. She also designs her own exclusive line of belts and handbags using the finest ribbons and fabrics from all over the world. Jenny Boston will be opening its first store on 45 East Main Street in Westborough, Mass. DeMaria plans to open doors on August 28th, right before Labor Day.
This summer, Jenny Boston will have a booth at the upcoming Cape Cod Outdoor Market, which runs from May through October in Dennis. She will be joined there by a variety of others retailers selling everything from accessories to antiques.
“I started Jenny Boston because I, like a lot of other women, love the thrill of finding a great purse or gorgeous necklace that you can’t just find at an ordinary store,” said DeMaria. “With Jenny Boston I get the extra satisfaction of finding the latest fashion accessories and jewelry, and then offering them to my customers at 30-70 percent off retail prices.”
Since January, Jenny Boston has donated more than $10,000 to local charities in the Shrewsbury area. Last month alone, she donated more than $4,000 to charities like:
Avon 2 Day Walk for Breast Cancer-Team Member, Shrewsbury, MA
Avon 2 Day Walk for BC-Donation to Whole Team-Jackie’s Angels-Hanson, MA
Avon 2 Day Walk for BC-Donation to Whole Team-The 12 Rack-Pembroke, MA
MS Cape Cod Getaway Bike Ride-Team of Bikers-60 mile ride
Uxbridge PTO-Local fundraiser for Playground
Relay for Life Medfield Walking Team-Norfolk Round-abouts
Shrewsbury AAU Baseball-Local fundraiser
And, with fundraising season in full swing, DeMaria hopes her customers continue hosting private fundraisers. She also encourages other business owners to do the same.
“Spring and summer are prime time for charity events,” said DeMaria. “I hope these fundraising parties prove that small businesses can be creative and work with their customers to make a small difference.”
