It’s impossible to put into words what we’ve all experienced. The collective loss and devastation is impossible to comprehend. Thank you from the bottom of my heart for showing up with compassion, kindness, and generosity to support those affected by the fires in Los Angeles earlier this month. Our immediate response inspired so many others to do the same, and together, our efforts made a meaningful impact on the city we love. 

Our work is far from done and our team promises to keep looking for effective and creative ways to help. The initial sprint may be over, but the marathon to recover and rebuild is just beginning. It was an honor to work alongside you as we met this catastrophic moment and I will forever be grateful for what we accomplished.

This past week showed us that EVERYONE has something to give - even those who feel that they have lost everything. Here are some examples from our time together that I will forever remember: 

The Palisades couple whose house burned down, but they came to help others with a car full of clothes that they had gathered from the friends and family that were hosting them. 



The Altadena mom who lost everything, but after visiting us to get a few items, sent us a $1,200 Venmo so that we could feed and nourish the volunteers who had cared for her. 



The celebrity superstar who got the ball rolling and her sister who turned it into a world class event by making sure we got whatever we needed (including truckloads of donations from NYC, Utah, and everywhere in between). 



The neighbors who live in a house behind our shop who set up a homemade chicken soup stand and then sent a shrimp taco truck to keep us fed. 



The service dog who stood by our front door for 2 days straight, greeting everyone as they entered.

The child psychologist who became the most empathic personal shopper to ever exist. 


The Tweens who helped spread joy to everyone they met. 



The movie star who donated her entire closet of clothes and then spent the day merchandising the “kids department” with her son.

Our generous neighbors, Nickey Kehoe, who set up their shop as “the men's department.”


Our landlord who managed the overflowing trash bins and built a brand new bike for a child who lost his in the fire.



Ikea, who gave us 400 bags that we went through in 4 hours. 

The TV director who talked me off the ledge. 



The caterer who started a “special orders department” so that Uber could deliver packages far and wide. 



The marketing maven who sent an army of retail veterans to set up a woman’s shop in the alley in 35 minutes flat. 



My kids’ friends who sorted, styled, and shuttled clothes to and from other donation centers and were all around inspirational humans.

The caterer who started a “special orders dept” so that Uber could deliver packages far and wide.

My husband and my team who said Yes. Yes. Yes.

The POWER WOMEN on the original 5-person text thread that turned a germ of an idea into a reality overnight.

I know there are a million examples of simple acts of kindness and human connections that are unfolding as I write this. I believe they will nourish us as we move forward and through this tragedy. If you can, please feel free to send me your stories and photos and I will sort and share them as a reminder of what a caring and capable community we share and how lucky we are to be Angelenos.

LA, as we turn the page, I hope you will find comfort in knowing that you are generous, you are kind, you are beautiful. You are resourceful, you are creative, you are strong. I am honored and proud to help hold your hand while process the devastation and loss and we start to rebuild step by step, day by day.

xx, Jenna

P.S. A special thank you to the brands and local community operations who mobilized and sent us so much so fast: Joans on Third, Loteria Grill, Terroni, Loteria, Angelini Osteria, Jon and Vinny’s, The Bagel Broker, La Brea Bagels, Free City, Clare V, AWAY, John Patrick Organic, Leset, Joe's Jeans, Golfwang, Lululemon, Mother Denim,  Bella + Canvas, Le Bon Socks, Uber, Ikea, Michael Stars, Jay Wolfe, Natalie Martin, Puma.

You have our hearts.