
PASADENA, CALIFORNIA – OCTOBER 10: Rebecca Crews attends Rebecca Crews Flagship VIP Grand Opening Cocktail Party on October 10, 2024 in Pasadena, California. (Photo by Rodin Eckenroth/Getty Images for Rebecca Crews)
The windows of Rebecca Crews’ boutique in Old Pasadena’s Hugus Alley still beckon with the promise of luxury, but now they reflect something more complex. As the Eaton Fire’s aftermath unfolds, Crews has discovered that a space designed for indulgence might serve an altogether different kind of comfort.
Crews has adapted her business model to serve those ravaged by the disaster, offering up some much-needed retail therapy.
“As minor as it seems, makeup is something most women use every day. You feel incomplete without it,” Crews said this week, discussing the fine cosmetics that will soon be offered at reduced prices to fire victims. “It’s just like someone giving someone a hug, right?”
This sensitive ethos shapes Rebecca’s month-long “Love Gives Back” initiative, launching February 1st.
The program merges retail operations with disaster relief.
Emmy Award-winning makeup artists Helen Robertson and Julie Jules will provide beauty services, while designer meet-and-greets are scheduled throughout the month. Ten percent of cosmetics sales dollars will go to the Salvation Army’s relief efforts, and Crews has organized architects and builders to assist with home reconstruction.
Crews launched her boutique in One Colorado Square in last October.
“I firmly believe in being a hero in your own town,” she said, quoting her mother’s advice: “Bloom where you’re planted.”
Recovery often comes through unexpected channels. Rebecca is merging luxury, with necessity.
Her connection to loss runs personal — she’ll never forget the heartbreak of losing her and Terry’s first home — to foreclosure, not flames. Today they are still proud homeowners in Pasadena.
Today, happily married to actor Terry Crews and a proud Pasadenan, Rebecca’s designs are worn by Jennifer Hudson and Janet Yang, among others, as she works to channel her success back into the Pasadena community.
The boutique’s layout reflects its dual purpose. The space maintains its luxury retail identity while incorporating areas for community support. The beauty counter now serves as a distribution point for both premium products and essential items, bridging the commercial with the recovery operations.
“Don’t ever give up hope,” Crews said while preparing for the initiative. “Don’t ever give up on yourself, on your dreams, because life can be really, really hard, but there is still good in the world.”
Rebecca’s efforts extend far beyond cosmetics. Through partnerships with the LA Dream Center and her own LA Life Church, along with her position on the Salvation Army board, Crews has established connections to broader support services. The initiative includes both immediate assistance and long-term recovery plans.
In the ashes of disaster, Crews is fashioning something more valuable than luxury retail—a role in restoring, dignifying, and helping to make whole again those so much in need.
Find Rebecca Crews inside the Bokaos Aveda Salon at 52 Hugus Alley, Old Pasadena. For more visit https://rebeccakingcrews.com/