California Jeweler’s Promotion to Benefit Local Breast Cancer Victims



Visalia, Calif.–based Ashoori & Co. Jewelers is hosting a one-day trunk show on Oct. 20 to raise money to support local breast cancer victims.

“We’re a tight-knit community that comes together to take care of each other,” says Sarah Ashoori, who owns the store with her husband, Joseph.

The promotion will feature more than 300 new pieces including Michele watches and Rebecca jewelry. All the proceeds from the sales from these two lines will benefit the Breast Cancer Center of Kaweah Delta Healthcare District. “We are extremely fortunate to have businesses who care about the community in which they live,” says Renee S. Lauck, assistant director of imaging and radiation oncology services at Kaweah Delta. “The money will help us in assisting women who are newly diagnosed with breast cancer by providing educational and comfort items to aid them in their journey.”

Michael Cox, director of membership and commerce for Visalia’s chamber of commerce, tells JCK that the Visalia community is always willing to open its pocketbooks to help charities, and that the Ashooris are usually at the center of it all. “Sarah and Joe just have huge, huge hearts,” says Cox, “Even when the economy went bad, they always found a way to support the community.”

Sarah is on the chamber of commerce’s board, a member of the Sunset Rotary, and a director for the California Jewelers Association. According to Cox, she’s one of the town’s best sponsors, donating money to everything from the the city’s annual Christmas Tree auction to Happy Trails, a local charity that assists physically and mentally disabled Visalia residents ride horses. “The family is just excellent,” says Cox. “Their children are turning out to be the same great people as their mom and dad.”

The couple also actively supports the Visalia Rescue Mission—because, as Sarah puts it, she enjoys “giving back hope to someone who has nothing”—and has helped raise over $300,000 for its cause over the past six years. The mission is a Christian nonprofit organization that provides a homeless shelter for men, women, and children, as well as rehabilitation services for people coming out of jail or dealing with drug problems. Every year, they donate a piece of jewelry valued around $5,000 for auction. The charity usually ends up raking in $30,000–$50,000, all of which goes into improving the mission.

“We like to support local charities,” says Sarah. “We believe if you’re going to be in the community, you need to be a part of it in every way.”