As Southern California continues to deal with the effect of tragic wildfires that tore through the region earlier this year, a Pasadena wine shop owner is helping her community, and getting a boost herself.
Nicole Lalagüe was a sommelier with the Thomas Keller Restaurant Group and managed sales and distribution locally for Domaine de la Romanée-Conti and Domaine Leflaive until she suffered back injuries in 2019.
While recovering from surgery, Lalagüe decided to establish her own business, Pasadena Wine Shop, which opened its doors in 2022. It has more than 800 wines, many of them under $30.
Sadly, Lalagüe lost her home in the Eaton Fire. Still, she has worked to be a beacon of hope in the community. Her shop has become a place to support locals impacted by the fire with customers regularly checking in and offering mutual support. Its website features a “Fire Relief Collection” – 100% of those sales go directly to the California Fire Foundation.
So far, she’s helped raise approximately $78,000 for fire victims. Along with helping Pasadena and the surrounding area deal with the fires, Lalagüe told KNX News’ Nataly Tavidian that the business has also helped her cope with her grief.
At the same time, another local who lost their home in the Eaton Fire – media personality Paris Hilton – has also been working to help the community repair and rebuild.
“Over $1 MILLION in grants. 50 women-owned businesses. One powerful community,” said Hilton in an Instagram post this weekend. “Last week, I had the incredible honor of meeting some of the inspiring women whose small businesses were devastated by the LA Fires—and are now getting a second chance.”
She explained that the grant was launched through her 11.11Media Impact nonprofit. Initially, they set out to help 11 women rebuild.
“After receiving an outpouring of powerful applications, @GoFundMe’s nonprofit partner GoFundMe.Org stepped in to help me make this a $1M+ initiative, allowing us to support 50 incredible women with up to $25,000 each,” Hilton said.
These grants have gone to fund childcare centers, neighborhood restaurants, florists, fitness studios, and boutiques. Lalagüe applied for one of those grants after finding out about the program from regulars at Pasadena Wine Shop.
A large portion of the Pasadena Wine Shop’s customer base is from nearby Altadena, where many people lost their homes. This grant will help Lalagüe cover everyday expenses, ensuring she can keep her shop running and provide support to her displaced staff.
She told Tavidian: “It allows us to keep the lights on, and keep ours bills paid.”
“I personally read every application, and I just want every single one of these women to know: I see you, I believe in you, and I’m so honored to support your journey,” said Hilton. “Let’s keep showing up for women entrepreneurs—because when women thrive, we all thrive.”
Likewise, Lalagüe expressed admiration for Hilton, not just for her generosity but for her dedication to helping the Pasadena and Altadena communities specifically, despite having lost her own home in Malibu. In addition to the grants, Hilton has been actively involved in fostering dogs and assisting local businesses in the area.
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