Frockx event raises funds for hospital

More than 50 invited guests flocked to Frockx — La Cañada's high-end clothing and jewelry store on Foothill Boulevard — last Thursday evening for a fund-raiser for Childrens Hospital of Los Angeles' Holidays from the Heart campaign.

The guests included mostly store clientele, as well as a few local city officials and Childrens Hospital pediatric surgeon, Dr. James E. Stein.

Although the event coordinators wouldn't disclose the final tallies for the evening's event, a “substantial amount” was raised through donations and sales, said Elizabeth Rusnak Arizmendi, a publicist for the event.

“It's not about how much money was raised, it's about raising funds and awareness,” she said.

At Thursday's event, there were opportunity drawings, a silent auction, and the chance to purchase merchandise at a 10 percent discount, with 10 percent of the evening's revenue going to the hospital.

Also on hand were Betsy Kenyon and Melanie Willhide, of LB Valentine LLC, which creates gold and silver lockets. A $2,500 locket was donated as a raffle item for the fund-raising event.

Dee Dee Fried of La Cañada said she loves buying clothing at Frockx and it was a double blessing to be able to help out the hospital at the same time as she perused the shelves and racks.

“We're big supporters of Childrens Hospital,” she said, as she finished dropping raffle tickets in the containers provided on a large table in the store.

The tickets sold for $25 each and offered patrons a chance at a variety of prizes from cultural event tickets to cosmetic services, spa treatments and photography services.

“I put a ticket in for everything except the Botox,” Fried said, with a laugh. “If they do this again next year, I'll put one in for that.”

Frockx has been involved in several previous fund-raising events for local hospitals, said Esther Walton, co-owner of Frockx.

“It's good to know that we can make a difference,” she said.


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