'Lady in Red' Shop Helps Victims of Domestic Violence Dress Up

The owner of the resale shop is taking her passion for shopping and sharing it with victims of domestic violence.

The new Wauwatosa ladies' resale shop is giving victims of domestic violence a break and presenting them with vouchers and gift certificates. 

The Lady in Red Resale Shop on North Avenue opened in December and is giving back to the community by working with the Sojourner Peace Center to help victims of domestic violence learn to dress for success.

Roxanne Hendon of the Sojourner Peace Center told TMJ4 that the shop has collaborated with Sojourner Family Peace to provide vouchers and gift certificates for women who are in support groups.

Owner LaDonna Telford admitted to Patch that she has feelings of guilt due to her shopaholic tendicies and feels she needs to give back. 

Under an arrangement with Stride Rite, each month she has committed to buy a pair of shoes for a needy child, their selection, the families to be recommended by her customers.

Telford traded in her nursing career to follow her passion for fashion by opening the shop. 

"As a nurse, I don't get to dress for work, I wear scrubs. And I don't buy or wear last year's, I keep current. So a lot of what I have had never even been worn. And he came down one day, and he said, 'What are you doing with all this junk? You've got to get rid of some of this stuff.'"


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