SYLACAUGA, Ala. – Goodwill Alabama celebrated the opening of its new Sylacauga location on Thursday, May 21, drawing a large crowd of shoppers in support of the organization’s mission.
“The Sylacauga community support today has been overwhelming,” said DeWayne Cuffie, President and CEO of Goodwill Alabama. “Everything we do as a retail operation has our focus at heart – ‘Changing Lives Through the Power of Work’ is more than a slogan. It is our mission and our reason for being. Every purchase and every donation supports career training and sustainability.”
A long line of customers waited outside before the store officially opened its doors. Within minutes, employees said the turnout exceeded expectations.
“Just a few minutes in, we lost count at over 500,” said Sylacauga Store Manager Tyrone “T.J.” Daneshinia. “It made all the work we put in quite worth the effort.”
Local officials and business leaders joined more than a dozen Goodwill Alabama corporate representatives throughout the celebration, greeting customers, posing for photographs, and touring the new store.
“Those things are important,” Daneshinia said, “to be a part of a great community. This is my home, and this store and its operation are important to me, which is why I have left the celebration aspects to others. Our everyday staff is celebrating by working hard to make it a positive shopping experience.”
Daneshinia said he initially joined the Sylacauga location a few months ago as an assistant manager to help prepare for the opening before being promoted to store manager.
“Before we even opened the doors, I was moved to manager,” he said. “It’s a humbling challenge.”
Known to many as “T.J.,” Daneshinia remained constantly on the move during the grand opening, overseeing departments and assisting staff throughout the store.
“This is how we will operate every day, taking care of important details as best we are able,” Daneshinia said. “The store can and does change a lot every week, every day. We get at least one truckload of merchandise every day, and we’re busy keeping things well stocked and orderly.”
He added that the store’s donation center, located on the right side of the building, is staffed with employees ready to assist customers unloading donations.
“It’s more than a commitment to customer service, but also to our mission,” Daneshinia said. “That is the focus of our career training and sustainability goals, too. It keeps us moving in positive ways.”
While local donations are expected to become an important part of the Sylacauga store’s inventory, Cuffie said much of the merchandise will initially come from Goodwill donation centers in the Greystone-Inverness area.
“Yes, it’s a thrift store,” Cuffie said, “but with a focus on quality merchandise, outstanding customer service, and career training.”
