Maurices fashion show to help animals will have national impact

By Beth Jett & photojournalist Carrie Kohlmeier, FOX 21 News

DULUTH - In two days this week, 45 companion animals found new homes. That's thanks to a fashion show on Wednesday. 

Animal Allies Shelter confirms 43 cats and two dogs were adopted after the "Rescues and Runways" effort put on by Maurices at Miller Hill Mall. 

The Duluth-based clothing store kicked off a national fundraising campaign that will run through September to benefit local animal shelters and the American Society for the Prevention of Cruelty to Animals (ASPCA).

Representatives for the ASPCA say animal homelessness is growing rapidly.  It's the top issue of concern to the customers of Maurices stores across the country. 

So, the employees decided to try to do something to combat what's turned out to be a sad sign of the times.

Tuesday was dress rehearsal for the event.  As workers set up the catwalk, dozens of cats wait in shelters with their lives hanging in the balance.  It's the same with countless dogs, like Scooby—–who took to the runway to practice with a model.

Scooby wound up at the Animal Allies shelter because his owner ran into financial problems and couldn't afford to care for him.  A survey of Maurice's customers found that was the biggest societal concern to them.

"A lot of dogs and animals are having to be surrendered because of the economy," said Monica Hendrickson, Maurices marketing manager.  "We just wanted to help out in some way, shape or form."  Wednesday, they did. 

With crowds of people surrounding the runway, Maurice's found a fun way to put a spotlight on a growing problem.

"These animal shelters are financially strapped right now," said David Jaffe, President and CEO of Maurice's.  

Jim Filby Williams, executive director of Animal Allies, agreed. 

"Because of the economy, pet homelessness is skyrocketing at the same time donations are down," he said.

Local shelters across the country, like Animal Allies, enjoy help from the ASPCA, so
Maurice's set out to help them, with style.

"This is a great way for us to show our line and hopefully help some animals," said Hendrickson.

Jaffe presented a check to the ASPCA on the catwalk before the fashion show began. "I'm honored to be here to kick off this nationwide event by presenting the ASPCA with this donation of $50,000 from Maurices and also $5,000 from the Jaffe Family Foundation to support their efforts," he said to a cheering crowd.

"I can't even begin to measure the impact that we're gonna have. In being in over 700 stores with a spotlight on animals who need homes and all of the different needs that shelters have in those communities," said Elysia Howard, Vice President of Marketing for the ASPCA.

Maurices also donated $5,000 to Animal Allies and each of its stores will host similar fashion shows to benefit their shelters through September.

Even though the fashion show in Duluth is over, you can still participate by bringing in a few items that your local shelter can use to comfort the animals they serve.  If you drop them off at Maurices, you'll get a coupon for merchandise for the day.

Meanwhile, Maurices will also be selling special "Friends for Life" pet charms for $5.  Pet owners keep one half and give the other to the pet.

"We hope to raise $100,000 with all of the net proceeds from that charm going to fund the ASPCA," said Jaffe.  And they're hoping by the end of the month, they will have gathered up a half–a–million pounds of pet supplies for local shelters across the country—–some creature comforts for animals waiting for the comfort of forever homes.

The staff at Maurices got so involved in the project that many adopted pets from Animal Allies over the last month and started a pet "Wall of Fame" at their headquarters office on West Superior Street.