The past week at Allure has been one of deep reflection, meaningful action, and honest conversation. In moments like these, we’re reminded that “community” isn’t just a word—it’s something you actively show up for, even when it’s complicated.

In response to the traumatic events affecting our Minnesota communities, both of our Minneapolis-area stores became food and non-perishable donation drop-off locations. For the next few weeks, customers are welcome to bring items into our stores to support DHH Church (Dios Habla Hoy Iglesia), a trusted organization providing food and essential supplies to families in need. Donation bins are clearly visible and accessible, because we wanted contributing to be as safe and simple as possible.

Alongside the food drive, we committed to donating 5% of Minnesota store sales from Friday, 1/23 to the Women’s Foundation of Minnesota, and we shared a one-day thank-you code (MNTOGETHER10) for 10% off purchases online and in-store. These actions weren’t about promotions—they were about doing something tangible in a moment when doing nothing didn’t feel right.

The First Drop-Off: Action in Motion

On Tuesday, we completed our first donation drop-off, led by our own team member, Tara—whose leadership extended far beyond our store walls. What began at Allure quickly grew into something even larger through the power of community.

Alongside the donations collected at our Edina location, Tara coordinated additional fundraising and shopping with a group of close friends. Together, they raised and delivered nearly $4,000 worth of groceries and household essentials, filling five full pallets at DHH Church.

What makes this moment even more meaningful: every one of the women who helped fundraise, shop, and organize these donations is also an Allure customer. Their generosity, coordination, and shared commitment to helping others dramatically expanded what was possible—and we are deeply grateful for their effort and care.

We’re incredibly grateful for Tara’s leadership and courage, and equally thankful to the Allure customers who stepped up—quietly, generously, and powerfully. We’re proud that our stores could play even a small role in making generosity safer and more accessible, and in supporting the people and organizations doing critical work in our community.

Hearing From You: Gratitude, Support, and Hard Conversations

Some of the messages that deeply moved us:

“Wow, thank you for this email. It took a lot of courage to send and I’m sure will receive mixed responses… I will continue to support Allure and encourage friends to purchase their intimate apparel there as well.” –Amber Kerrigan

“Thank you for acknowledging the traumatic events in Minnesota. It is horrific and an assault on our rights, values, and sense of common decency… We need to be the light in the darkness.” –Karen Bohn

“Staying open allows your employees to be paid and your customers to pick up needed merchandise while also allowing food to be dropped off to do good in our neighborhoods… I will continue to be a loyal customer and share with family and friends your positive and sensible approach.” –Carrie B.

We also heard criticism—some of it sharp, emotional, and rooted in a desire to see businesses respond differently or more dramatically. We want to acknowledge that those responses, too, come from people who care deeply, even when we don’t align on the “how.”

“Donating just 5%? Seriously? Shame on you for this. Saying you’re not trying to capitalize on others’ misery means nothing in an email where you’re actively doing just that.  I’ve recommend your stores to my fellow humans for years, but not anymore. I won’t be back and neither will they.” –Shelby A

Our intention was never to capitalize on pain, nor to present our actions as “enough.” They are simply our way of contributing: staying open to support our staff, offering our space as a resource, and directing funds and goods to organizations already doing critical work on the ground.

Moving Forward

This food drive will continue for the coming weeks, and we’ll share updates as we go. What we’ve learned—again—is that progress is built through collective effort, thoughtful action, and a willingness to listen.

To everyone who donated, shared kind words, challenged us, or simply showed up: thank you. Community isn’t always comfortable—but it is powerful.