An UWS Pop-Up Free Department Store That Sends Children Back to School Smiling

By Robin Cohn

When I was a kid, the whole world depended on what you were going to wear on the first day of school. And your school supplies…you had to have all the right gear. Everything had to be cool, meaning, most times, brand new. Many parents couldn’t afford it.

That’s one of the reasons I love volunteering for the National Council of Jewish Women NY’s (NCJW NY) Back 2 School Store. This annual event enables low-income children to “shop” for back-to-school outfits and school supplies: all brand new, all free.

“Every year, children leave the Back 2 School Store with a new outfit, a warm winter coat, hats and gloves, scarves, underwear, socks, personal care items, books and a backpack containing school supplies,” according to the website. Each child is paired with a volunteer personal shopper to guide them around NCJW NY’s four-story building at 241 West 72nd Street, which is transformed into a four-day pop-up department store. Floors are filled with racks of coats, clothes, sneakers, backpacks, etc. The event runs from July 27 through July 30.

Ann Loeb, a volunteer for five years, told me a favorite memory as a personal shopper. She was paired with a very shy, quiet little girl, who became so excited when she saw all the clothing. She happily chatted about the colors and styles she liked and enjoyed trying on different outfits. “She turned into a little model coming out of the dressing room, showing off her different options with a big smile and a twirl, as volunteers applauded.,” Loeb said.

I volunteered for the first time last year. It’s a beautifully organized event. You can hear the patter of feet going up and down between the four floors, with the shoppers guiding their charges through departments (for example, coats, 4th floor, backpacks, 1st). The kids get to choose their own “purchases.” Ranging in age from second to fifth graders, they are selected by community programs.

Gail Hessol has been a volunteer since the program began in 2016 and is now on the planning committee. She notes that it’s an empowering experience for the kids to select colors and styles they love that their parents might not choose. One of her happy memories is of a little girl jumping up and down with joy in the new silvery shoes she had selected.

The event is a hug fest. Throughout, you see excited hugs between kids and their new best-bud shoppers. Plus, there are serious farewell hugs as the kids return to their buses.

None of this happens without fundraising and donations. It’s an ongoing effort. This year, the new sneakers are mostly provided by Soles for Souls and Shoes that Fit. Manufacturers give discounts. Morgan Stanley, Deloitte, and Doners’ Choose are some of the participating organizations.

The wizards behind the Back 2 School program are Aviva Zadoff, head of volunteer programs and advocacy, and Tracey Onyeuche, head of community programs. Planning begins in January, complete with parent focus groups and volunteer/kid surveys. Plus, there’s the humongous task of transforming the building, used for other social programs, into a store.

Yes, volunteers are needed, and experience isn’t necessary; I certainly didn’t have any. There’s a great orientation. Plus, staffers and experienced volunteers are happy to help. If the day isn’t fun enough, there’s one more treat. The nice folks at NCJW NY provide volunteers with delicious goodies at the end. Talk about a sweet experience.

One more unexpected bonus. When you’re with the children, you’re so busy you don’t think about anything else, no matter what is going on in your life. It’s better than therapy.

If you’re interested in volunteering or donating, click: HERE.

If you have additional questions, email: azadoff@ncjwny.org

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