My Generation draws shoppers with a giving style

At My Generation, it’s hip and fashionable to give back to the community. Catering to the fashion sense of young teen boys and girls, the Highland Park store hosted a special shopping week in June that benefited The Rory David Deutsch Foundation. When she purchased the store last year, Renee Liss had already incorporated a charitable commitment into her business plan. “I was focused on finding a way to support the community that the shop serves,” she says. The idea she settled on was making the best use of any excess clothing or gifts. “We sold these items over the course of the week, and ten percent of our sales went to The Foundation’s efforts to support pediatric brain stem glioma research. We plan to do this twice a year, with a different charity benefiting from each event.”

The Foundation was the recipient of the store’s first shopping event because Mindy Deutsch is a frequent customer of the shop. “In getting to know Mindy and learning of Rory and his courageous fight, this was the perfect organization to kick off our annual charitable drives,” says Renee. “Through various promotional efforts, our young customers and their parents were well aware of where the money from their purchases would go. There was great excitement and it was quite successful. We have already lined up other charities for future events, but continue to see ourselves as partners of The Foundation and its commitment to find a cure.”

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