HENRIETTA, N.Y. — News10NBC is highlighting this year’s winners of the ESL Heart of Service Award. The fifth and final winner is Ami Salzman, president of the Fairy Godmothers of Rochester.
The nonprofit supports teen girls by offering free and low-cost prom dresses, alterations and accessories. Last year, the organization brought in 3,000 dresses and dressed 800 girls from all over Upstate New York.
Salzman has helped dress thousands of teen girls over the last 12 years. In the last five years, she’s taken the Fairy Godmothers from a one-day-a-year service to a year-round endeavor.
“We usually keep an inventory of around 3,000 dresses, and they range in size from double zero all the way to 30,” Salzman said.
The Fairy Godmothers of Rochester started in 2004. Each girl who comes through the door works with a personal shopper to find the right dress.
Erin Mahon, News10NBC: “Why prom specifically? What does that day mean to a teen girl, and why is it important to help her get dressed for that day?
Salzman: “I think it’s a culmination, certainly of her experience as a child. And her change into looking at herself as a young woman. She may be leaving home, hopefully, you know going to college or going off to work. So many changes are happening and she’s starting to make decisions for herself. So on this day, to have her decide how she wants– what that’s going to look like for her, that’s really important at 17 or 18.”
Salzman does a lot behind the scenes year-round to make sure prom season goes smoothly. Her leadership goes beyond the boardroom, beyond the showroom and sometimes into the busy streets of the Big Apple.
“I go to New York City every year with the donation money, and I go to the garment district. I make deals with the gentlemen, a couple of dress shops that they know me really well and they know who I’m serving,” Salzman said. “This year I brought home about 376 dresses.”
But sometimes that leadership also means meeting girls where they’re at.
“So often she comes in anxious, head down, oftentimes even broken. The stress level for a teenage girl i– it’s just hard for me to imagine what’s coming in the door. What she’s going through,” Salzman said. “All I know is it’s my job to take her right where she is with empathy and support and say, ‘this is going to be a good– this is going to be a good couple of hours for you. You’re going to be seen. You’re going to get what you want. You’re going to feel lifted. You’re going to feel important.'”
Under Salzman’s leadership, the Fairy Godmothers expanded its annual shopping day to a two-month shopping period. Girls can come in on Wednesdays and Saturdays throughout March and April.
After girls say yes to the dress, they can head toward shoes and accessories. Girls can continue shopping while waiting for dress alterations to finish up.
Salzman said it’s a privilege watching many girls and their families share this experience.
“Most importantly, she needs to know that she’s worth this. She’s worth it. She’s worth her moment at the prom at 17–18 years old. And we believe in her,” Salzman said.
Salzman said the long-term goal is simple: always in service of junior and senior teen girls, of any size and every style. What’s important is making her feel seen and beautiful from the inside out.
The Fairy Godmothers have two annual dress drives, one in January and one in November. But the organization accepts dresses all year round.
To learn more, visit the Fairy Godmothers website here.
ESL Heart of Service Award: Rochester woman helps thousands of teen girls feel beautiful at prom for free WHEC.com.
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