Skip To Content
The Schmooze

Everything For Sale At This Pop-Up Shop Will Be Sent Directly To Refugees

Exchanging money for goods and services can inspire an (albeit brief) dopamine rush. Doing good works feels even better and lasts longer. A UK-based NGO, Help Refugees, decided to combine both. The result? Your head and your heart won’t even know what hit them.

Choose Love is a pop-up store in Manhattan. In the style of the pop-up shop phenomenon, the space is airy, minimal, and, naturally, in Soho. But instead of an independent makeup label or a line of handcrafted shoes, the store sells diapers, emergency blankets, and basic groceries. Shoppers who visit Choose Love select items that will be shipped to refugees in eighty places for displaced people, including France, Croatia, Iraq, and Greece.

At the Soho location, shoppers can select packages and products for refugees in three categories — arrival, shelter, and future. Sponsoring a hot meal costs four dollars. A shelter bundle, which includes a waterproof tent, a sleeping bag, a hygiene pack, and meal ingredients, is eighty dollars. And if you don’t happen to be trundling around SoHo between today and Christmas Eve, the last day of the originally London-based pop-up, you can achieve a similar rush by shopping on the Choose Love website.

Last year, the New York Times reports, the Choose Love pop-up in London allowed shoppers to gift 800,000 meals, 125,000 essential items, and 77,000 packages of diapers to refugees in need.

So long, solitary searches through confusing charity websites for donation pages! Here’s a way to do some Hanukkah shopping, share resources with those forced to flee violence and persecution, and enjoy the bustle of upscale holiday shopping with none of the commercialism. Your post-shopping hot chocolate will never feel more deserved.

Jenny Singer is the deputy lifestyle editor for the Forward. You can reach her at [email protected] or on Twitter @jeanvaljenny

I hope you appreciated this article. Before you go, I’d like to ask you to please support the Forward’s award-winning, nonprofit journalism during this critical time.

Now more than ever, American Jews need independent news they can trust, with reporting driven by truth, not ideology. We serve you, not any ideological agenda.

At a time when other newsrooms are closing or cutting back, the Forward has removed its paywall and invested additional resources to report on the ground from Israel and around the U.S. on the impact of the war, rising antisemitism and the protests on college campuses.

Readers like you make it all possible. Support our work by becoming a Forward Member and connect with our journalism and your community.

Make a gift of any size and become a Forward member today. You’ll support our mission to tell the American Jewish story fully and fairly. 

— Rachel Fishman Feddersen, Publisher and CEO

Join our mission to tell the Jewish story fully and fairly.

Republish This Story

Please read before republishing

We’re happy to make this story available to republish for free, unless it originated with JTA, Haaretz or another publication (as indicated on the article) and as long as you follow our guidelines. You must credit the Forward, retain our pixel and preserve our canonical link in Google search.  See our full guidelines for more information, and this guide for detail about canonical URLs.

To republish, copy the HTML by clicking on the yellow button to the right; it includes our tracking pixel, all paragraph styles and hyperlinks, the author byline and credit to the Forward. It does not include images; to avoid copyright violations, you must add them manually, following our guidelines. Please email us at [email protected], subject line “republish,” with any questions or to let us know what stories you’re picking up.

We don't support Internet Explorer

Please use Chrome, Safari, Firefox, or Edge to view this site.