Goodwill Southern California continues to build its presence in Pasadena through new store remodels, community engagement, and expanded support programs. Leaders say the nonprofit organization’s mission—transforming lives through the power of work—remains central to both retail growth and its workforce initiatives.
“Our mission is transforming lives through the power of work. So the jobs that we have in our retail stores, all of those go through our WCD department or many of them do, where we have the opportunity to give folks not only a second chance, but also if they don’t work at our normal retail stores. Our workforce development department also has training programs and they’re affiliated with other nonprofits as well as city programs that not only give folks the opportunity to train, but… it also gives them help when needed,” said Shavonne Turner, Senior Director of Retail for Customer Engagement.
Goodwill now operates four stores in Pasadena, including a refreshed Lake Avenue boutique and a newly opened Colorado Boulevard location. “We’re truly honored to be part of the Pasadena community and grateful for the continued support we received. Overall, we’re seeing strong growth in the area,” said Vanessa Delayo, district manager.
Growth is driven by three main factors—community donations, affordable pricing, and a trend toward sustainable shopping.
Delayo explained, “We price to value. We have amazing generous donors throughout the community that believes in our mission, which helps us do the sustainable shopping and just the growing popularity of our location.”
Turner added that people are drawn not only by unique finds, but by a desire for sustainability and keeping goods out of landfills.
Retail proceeds fund Goodwill’s workforce development programs, which provided more than 37,000 services last year to at-risk youth, uniquely abled individuals, veterans, the unhoused, and those formerly justice-involved.
Goodwill partnered with the Red Cross during recent wildfires to issue vouchers for affected residents.
“With the tragedy occurred, we did partner with the Red Cross to issue vouchers and they were able to use them all year long with that. When our community hurts, we heard as well,” Delayo said.
October is the busiest month, with frequent turnover in Halloween merchandise and creative costume-making supplies.
“So the more you come, the more you will find,” Turner said.
After the season, families are encouraged to donate costumes for reuse. “All donations get back to our mission and we are the destination donation location”, Delayo noted.
Turner concluded, “We could not do it without our donors and our shoppers. We truly believe in serving our community as we drive our mission of transforming lives through the power of work.”
Goodwill Southern California. 342 N. San Fernando Road, Los Angeles. Phone: (323) 223-1211, info@goodwillsocal.org. Website: www.goodwillsocal.org
