As part of our Community Matters series, we’re always looking for new ways to give back to the community, and there’s no better example of people making a difference than the annual Christmas Store right here in Long Beach, CA put on by New Image Emergency Shelter for the Homeless.
Founded 34 years ago by sisters Brenda Wilson and Lynda Moran, New Image is a social service agency that has provided services to more than 3.4 million homeless and low-income populations throughout LA and Orange County.
Of all the activities and programs that occur during the holiday season, none are more impactful than the annual children’s Christmas store, which celebrated its 29th consecutive year in 2023. With the help of 128 volunteers, New Image was able to spread Christmas cheer to more than 700 families and a total of 2400 children this year alone.
This year, Brenda and Lynda were kind enough to give MDG’s Community Matters a behind-the-scenes tour of their southern California Santa’s workshop to check out the exciting array of ready-to-shop shoes, clothes, skateboards, basketballs, toys, and anything else that a kid could want. With so many different sections to choose from, one can only imagine how exhilarating an experience it must be for kids from less fortunate families to be able to take their shopping cart and load it with the Christmas loot of their choosing. The sheer number of toys, games and other goods is breathtaking.
In the sports section, kids of all ages can grab items like skateboards, balls, frisbees, and big wheels that will keep them active and occupied all year long. Another section holds thousands of action figures, model cars, dollhouses, and other sorts of toys that kids love.
Next, we stopped by Santa’s Cobbler Hut, which was home to over 6,000 pairs of brand-new, stylish shoes and socks, all donated by Vans to New Image for the 2023 Christmas store.
When you think about how important it is for certain age groups to express themselves through clothes and shoes, it goes to show how meaningful this event truly is for the children who participate and their families.
To learn how you can get involved in future events, reach out to New Image directly at 562-972-4441 or visit www.newimageshelter.com. Alternatively, donations can be mailed to or dropped off at the New Image corporate office, which is located at 4201 Long Beach Boulevard, Ste. 218, Long Beach, CA 90807.
A special thanks again to Lynda, Brenda, and all of those who volunteered and donated to make this truly magical event possible every year and remind us why Community Matters.
