Positively Milwaukee

Wauwatosa store help victims of domestic violence dress for success

CREATED Jan. 23, 2013

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WAUWATOSA - A new store is giving ladies a place to shop without breaking their pocketbooks.

The Lady in Red Resale Shop on North Avenue in Wauwatosa is now open. LaDonna Telford left a career in nursing to follow her heart.

"My husband pushed me," Telford laughed. "Being a shopaholic I had every closet filled. He said, 'You need to sell this junk!'"

Telford stocks her store with mostly new and lightly use items.They include suits, purses, jewelry, and shoes shoes in a variety of styles and colors. Shoppers find outfits and accessories at a fraction of the cost.

We even caught State Senator Lena Taylor scooping up bargains.

"I have to be honest, it's a little therapeutic to be able to go out and shop," Taylor admitted. "When you find something nice that you look nice in..it's always a pleasure."

Telford is also determined to make a difference. She's working with the Sojourner Peace Center to help victims of domestic violence learn to dress for success.

"Lady in Red has collaborated with Sojourner Family Peace to provide vouchers and gift certificates for women who are in support groups," Roxanne Hendon of the Sojourner Peace Center explained.

Telford has also made a commitment to buy a pair of shoes for needy children every month.

The Lady in Red Shop is located at 7219 W. North Avenue in Wauwatosa.