San Jose Goodwill Store Opens An Upscale Boutique
SAN JOSE (KPIX 5) -- A new Goodwill in San Jose is changing its thrifty reputation and going upscale.
It looks more like a high-end boutique than a traditional Goodwill store and that's no accident.
Goodwill director of retail Stephen Borasi said, "There's a lot of treasures in here. A lot of our regular shoppers come in here every day just to look around. We have new items coming in every day. A lot of people come up here just to browse."
Goodwill, as a brand has never been synonymous with luxury.
Certainly, you could find an occasional gem if you were willing to hunt for it but its newest store, The Loft, is trying to change that image.
From the vintage records customers can play to the designer fashions on display.
Store manager Jessica Castello said, "Downstairs we have a good selection. But up here, you don't have to hunt for the treasures. The treasures are picked out for you."
While The Loft opened at the end of last month, customers like Antonette Paez only discovered it for the first time on Monday.
Paez said, "It's nice. It's like a boutique. It's very organized. The experience is very different than going through the racks."
Goodwill says the first-of-its-kind store is a better showcase for some of the more expensive donations they receive.
Borasi said it has "a little higher quality jewelry -- things like that -- that need a special atmosphere to attract the right customer."
Silicon Valley may see a similar store soon.
Goodwill of Silicon Valley has plans to remodel its store on Almaden Expressway next year.
