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“Stars Shop Small For WeHo” Entices Shoppers to Support Local Business



WEST HOLLYWOOD — RYU Apparel Inc., creators of an urban athletic apparel line, partnered with American Express in support of its “Stars Shop Small For WeHo” on Saturday November 30th in several locations around the City of West Hollywood, in association with the West Hollywood Chamber Of Commerce.

This year, celebrities participated in Small Business Saturday founded by American Express in 2010 to respond to small business owners’ need for more customers during the holiday shopping season.

RYU’s pop-up was intended to create a unique shopping experience. Alongside the Respect Your Universe team, partner actress Elisabeth Rohm, hosted the event on behalf of RYU, spending time with visitors and taking numerous pictures, while introducing the brand to newcomers.

The event happened at Ysabel Restaurant in West Hollywood. A portion of the proceeds from participating store retail sales and donations go to Los Angeles LGBT Center Culinary Arts program. 

The Center’s innovative Culinary Arts program is an inter-generational training program for LGBTQ youth experiencing homelessness and low-income LGBT seniors. Taught at the Center’s commercial kitchen in the Anita May Rosenstein Campus, the 300-hour program engages youth, ages 18–24, to learn basic culinary skills alongside students from the Center’s Senior Services programs.

The event is estimated to have generated over 66 million impressions in the press and online coverage, without including Social Media Impressions. Among others, Elisabeth Rohm, soon to be featured in the new “Bombshell” movie, opening this week in North American theatres, besides top actresses Charlize Theron, Margot Robbie and Nicole Kidman, had the chance to talk about this initiative at KTLA, and she was featured on US Magazine in the “Hot Pics” section.

Getty Images also supported the full event all over the city of West Hollywood.

According to American Express, an estimated 110 Million shoppers positively impacted communities by choosing to Shop Small, generating about $ 19.6B in spending at independent retailers and restaurants, obliterating last year’s figure of an estimated $ 17.8B.

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