December 29, 2005

Thrifty efforts pay off big

All-volunteer group hits million-dollar mark

By Kymberli W. Brady
Staff Writer

It is a special year for the volunteers at the Unicorn Thrift Shop, who, after raising over $500,000 annually for 12 years have reached a million-dollar milestone.

L-R: Barbara Aldinger-past president, Joyce Rood-Unicorn treasurer, Joann Guglietti-membership treasurer and new member trainer. Marilyn Wright, secretary; Jan Miller, second vice president and Grace Longinotti-first vice president.

Not bad for a group of women, most of whom are retired and spend their spare time taking in clothing, shoes, bags, hats, housewares, and collectibles that others no longer want, just to turn around and resell to those who can’t live without them. This is the daily routine for the ladies of EMQ Children & Family Services, who operate two thrift stores, The Unicorn in Almaden, The Happy Dragon Thrift Shop in Los Gatos, and the Butter Paddle, a retail shop in Saratoga.

They celebrated the accomplishment at their annual Christmas party and white elephant gift exchange on Dec. 5 at Joint Ventures Church, where Unicorn president Sharon Coburn presented $50,000 to EMQ’s Darren Demonsi.

“Last year we presented them with $35,000 which is over and above the $5,000 that we donate monthly for special programs for the children,” says Coburn. “The year before that, it was $25,000, and at the installation luncheon the year before, $75,000.

During the event, Kevin Campbell, EMQ Vice President of Strategic Planning and Service Innovation described how he travels throughout the country training employees and counselors on how to address the plight of foster children who have been in the system all their lives. He oversees the Family Finding program, which works to locate family members and friends in order to reunite them with the child. The goal is to provide a support system that will eventually take them out of foster care.

EMQ’s featured speaker, Chris Mullins discussed the Wrap Around program, designed to work toward rebuilding connections with family in an effort to instill a sense of belonging before integrating children back into the community.

Other new programs will incorporate family in the events as they are planned for the children, including the scheduling of regular and consistent visitation into the family once they find them. They will also go in and offer help and support.

Other outlets, such as music will be reinforced, especially as some children who tend to be on the quiet side will now be able to more openly express their creative side, which in turn helps them with their homework.

“The art therapy program uses creative expression to help children feel better about themselves,” says Coburn. “The money we provide went toward upgrading computer programs and playground equip at EMQ, along with a special trip to Disneyland and other programs that reunite kids.”

“We’re doing a lot of that,” says Unicorn member Kathy Stoeckle. “We’re trying to find extra activities and creative outlet to give the kids more meaning.”

Coburn is admittedly excited about the new Family Finding program, that helps reconnect children back to their biological families and thereby speed the recovery from emotional trauma.

“Visuals are important to me,” she says. “Using one child as an example, he held up a tree. The branches were bare. But with the family finding program, soon each leaf on the tree represented a found find family member, friend or distant relative. Soon he had a tree filed with leaves. Here was a child in foster care who didn’t think he had anybody. Now they have found extended family.

“Using modern search technology, we are able to find biological family members for children who have lost their family ties,” she explains. “Once we have identified family members, we work to reestablish relationships and explore ways to find a permanent family placement for the child.”

Headquartered in Campbell, EMQ Children & Family Services offers an integrated network of services including community-based or wraparound and residential treatment, support and educational services. Its Foster Family
Agency provides temporary or permanent foster homes for children in 11 Northern California counties.

Since its humble beginnings in 1993, The Unicorn Thrift Shop has tripled its square footage, thanks in large part to the women of the Almaden League of EMQ, who year after year, continue to surpass expectations and succeeded in developing sound business practices, especially in a volatile retail arena.

Unicorn President Sharon Coburn presents a check for $50,000 to EMQ’s Darren Demonsi at their Christmas party on Dec. 5. The volunteer group of women also celebrated the million-dollar milestone they reached three months ago.

Stepping outside the typical Unicorn methodology last year, Kathy Stoeckle, has become the eBay connection, after implementing a practice last year that has proven to be successful in raising the store’s profit margin. Items of choice include vintage clothing, toys, books, furs, and collectibles that she feels would fetch a higher price on eBay,

“We look at the condition and brand names when we price things,” Coburn says. “We’re getting better stuff, and we research these items to stay competitive. EMQ calls us their boutique store.”

“I still compare prices on eBay and then drop the price a few dollars to sell in the store,” adds Stoeckle. “This just helps us raise more money for the store.”

In February, the Unicorn will close its doors for one week and will reopen with new carpet in the front, linoleum in the back, and a fresh coat of paint, something the story hasn’t seen in over 11years.

“They’ve been able to put that in the budget this year. This is exciting for us,” Coburn says.

Coburn admits that although they have some of the best volunteers around, they can always use more.

“Seven hours a month is all that is required of our members,” she says. “And we will train them to do everything. There is so much work and there is plenty to do here. We get so many wonderful donations.”

“We look at the Unicorn as a recycling center, because we receive these wonderful donations from the people in our community, sort them and sell them. The merchandise that we don’t sell after a certain length of time, we either give to Salvation Army or Sacred Heart. They’re local charities and we feel very strongly about helping the people in our own community.”

With the volume that goes through the small store, items go on sale every two weeks and inventory is cleared during their popular Bag Sale days, held three times each year at the end of the summer and winter seasons, and again following Easter. The next sale will enable shoppers to take anything they can fit into one bag for $7 and will last two days.

For Coburn, the business model seems to be working, changes have been effective, and new programs implemented.

“Our profits have gone up 25 percent in the past two years,” she says. “Because of these changes, everybody’s hard work, and using eBay—it’s a combination of everything,”

The Unicorn Thrift Ship is located at 1181 Redmond Ave. All proceeds help finance the children’s programs offered by EMQ Child & Family Services. Headquartered in Campbell, EMQ’s mission is to work with children and their families to transform their lives, build emotional, social and familial well-being, and to transform the systems that serve them. For more information, call (408) 997-9188.