Stepping Up for the United Way Greenwich -- A 'Sole Sisters' Benefit

It’s been a decade since a group of generous volunteers organized the Sole Sisters of the United Way Greenwich.

Each year the women meticulously plan a gala luncheon with a fashion and accessories boutique with a keynote speaker with ties to town.

And this year isn’t any different for the annual luncheon that will be held April 23 at the Greenwich Country Club. The keynote speaker will be the Chief Marketing Officer of the United States Olympic Committee Lisa Baird, an Old Greenwich resident.

“It started out as the first-ever gala for the United Way for its 70th anniversary. They frankly enjoyed doing a gala and learning about the substance of what good the United Way is doing. So they have been doing it every year,” explained United Way Greenwich CEO Stuart Adelberg. “They do it every year by picking an issue they want to focus money on with the United Way.”

Sole Sisters evolved from the themes of the first galas — ‘Stepping Out’ (to help United Way) and then ‘Women Stepping Up.’ One year, celebrity shoe designer Stuart Weitzman of Greenwich donated shoes that were used to create floral centerpieces. (This year’s centerpieces are being create by Green of Greenwich.)

The Sole Sisters are focused this year on “helping people who are having difficulty making ends meet even though they are doing everything they can but with the high cost of living in the area, they still need help,” Adelberg said. The Sole Sisters raise the money and the United Way decides which programs around town will receive funding.

Among the town-wide programs that will benefit from the luncheon are mental health services for youths and for seniors, Neighbor to Neighbor, Family Centers, Literacy Volunteers an child care agencies.

“We hope to raise $200,000 with the luncheon, with about 350 people attending — It’s a very popular event,” Adelberg said. Popular, indeed — in the 10 years since its founding, Sole Sisters have raised more than $1.3 million for United Way Greenwich.

The April 23 event will include a morning of boutique shopping from vendors selling stylish merchandise ranging from handcrafted items to gourmet chocolates, handbags and accessories, jewelry and scarves. Following the luncheon will be a presentation from Baird.

Baird directs the sales and marketing division, overseeing sponsorship, properties, media, events, consumer products and direct marketing. Since joining the USOC, she has raised the profile of Team USA to be a leading sports brand in the United States. She has launched a number of innovative marketing and digital media initiatives for the USOC and for the NFL where she previously served as senior vice president of marketing and consumer products. She also directed the NFL’s marketing partnership with the United Way.

The luncheon co-chairs are Diane Viton and Jill Weiner. This year’s Sole Sisters chairs are Maxine Armstrong, Keri Cameron and Lisa Lori.

Tickets are still available and start at $275. For tickets and sponsorship information, including Patron and Underwriting opportunities, log on to www.unitedsolesisters.org or call the Greenwich United Way at 203-869-2221.

Contributed photos. #1: the Sole Sisters luncheon committee; #2: Lisa Baird.

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