The devastating wildfires that recently swept through Los Angeles left a trail of destruction, with businesses and homes reduced to ashes. Among those hit hardest were women-led small businesses, many of which faced the heartbreaking reality of losing their livelihoods overnight.
Recognizing this crisis, Paris Hilton’s nonprofit, 11:11 Media Impact, in partnership with GoFundMe.org, has stepped in to offer critical relief: $25,000 grants to support female entrepreneurs in rebuilding their dreams.
Rebuilding After the Eaton Fire: A Story of Resilience
For Annisa Faquir and her mother, Barbara Shay, the Eaton Fire was more than a natural disaster—it was the end of a decades-long family legacy. The Little Red Hen Coffee Shop, an Altadena diner founded by Faquir’s grandmother, had been serving the community for over 50 years. But after the fire, their beloved restaurant was reduced to rubble.
“You think, ‘I can go grab something — oh wait, it’s in ashes,’” Faquir shared.
Determined to rebuild, they braced for a long journey, not expecting a personal call from Paris Hilton herself. Hilton’s foundation selected their business as one of 50 women-led enterprises to receive a grant, a lifeline in the wake of unimaginable loss.
“These women are the backbone of their communities,” Hilton said in a statement. “Through this powerful partnership, we’re not just helping them rebuild — we’re investing in their futures, their families, and their neighborhoods.”
Also read: When the Flames Come Close: LA Wildfires and the Celebrities Who Suffered Major Losses
Economic Impact of the Wildfires
The Eaton and Palisades fires dealt a significant blow to Los Angeles’ local economy. According to the Los Angeles County Economic Development Corporation, over 1,800 businesses were located within the affected zones, employing 9,600 workers and generating an estimated $1.4 billion in annual sales before the fires struck.
| Category | Impact |
|---|---|
| Businesses affected | 1,800 |
| Jobs impacted | 9,600 |
| Annual sales loss | $1.4B+ |
| Expected economic loss | Billions |
Beyond immediate business losses, the fires caused widespread financial instability. Many entrepreneurs, already struggling from pandemic-era debts, found themselves without insurance to cover damages. A 2023 report by Hiscox revealed that 75% of small businesses are underinsured, leaving many vulnerable to disasters.
Funding a Path Forward
Recognizing the immense need, 11:11 Media Impact and GoFundMe.org expanded their grant program from 11 to 50 recipients after an overwhelming number of applications poured in. The businesses receiving aid span a variety of industries, including childcare centers, bakeries, bookstores, dance studios, and salons.
Lizzy Okoro Davidson, director of the Pasadena Women’s Business Center, which is assisting in distributing the grants, emphasized the importance of such funding:
“In some cases, the $25,000 will be the bridge to get them to 100% of what they need.”
Also read: How Climate Change is Driving California’s Wildfire Crisis: A Scientific Perspective
A Lifeline for Business Owners
For Renata Ortega, owner of Orla Floral Studio, the fire was both a personal and professional catastrophe. Her floral business, once run from a garage attached to her home, was completely wiped out. Since then, she has been relying on the generosity of a fellow florist, who offered her temporary workspace in downtown LA.
“I really didn’t know if we were going to make it or how long we were going to make it, having to start from scratch,” Ortega said. “This grant is really giving me hope at a time of uncertainty.”
Ortega plans to use the funds to secure a new studio space, replace lost equipment, and rebuild her inventory. Like many recipients, she sees the grant not just as financial relief but as a symbol of hope and renewal.
Looking Ahead: Long-Term Business Recovery
While the immediate financial aid is a crucial first step, business experts caution that the recovery process will be long and complex. Many businesses will need additional support in areas such as digital transformation, securing new revenue streams, and disaster preparedness.
“We’re really at the beginning of the beginning of the rebuild process,” said Okoro Davidson. “Reimagining how businesses operate will be critical. Some companies that never had websites may now start selling online. Others might transition to mobile services, like food trucks, as they rebuild.”
To further aid recovery efforts, the Pasadena Women’s Business Center has also received a $25,000 grant to provide no-cost business advisory services to local entrepreneurs, helping them navigate rebuilding and future-proof their businesses.
Paris Hilton’s Commitment to Giving Back
Hilton, whose own Malibu home was destroyed in the Palisades Fire, has been an active advocate for wildfire recovery efforts. She personally donated $150,000 to GoFundMe.org’s Wildfire Relief Fund, which has raised $7.7 million from 43,000 donors so far.
Her nonprofit, 11:11 Media Impact, usually focuses on protecting children and amplifying female voices, but after witnessing the devastation in Los Angeles, she mobilized resources to provide rapid economic relief.
“In times of crisis, women-led businesses often face the greatest challenges,” Hilton noted. “By supporting them now, we’re ensuring their communities remain strong.”
Also read: New Wildfires Erupt in Southern California as Crews Gain Control Over Major Blazes
Final Thoughts
For Faquir, Ortega, and dozens of other women entrepreneurs, these grants represent more than just money—they are a vote of confidence in their resilience and dreams.
As Faquir put it: “It’s our family legacy. We have to uphold what my grandmother started.”
With continued support from organizations like 11:11 Media Impact and GoFundMe.org, the road to recovery for Los Angeles’ women-led businesses is beginning, one step at a time.
For more information on how to support wildfire-affected businesses, visit the GoFundMe Wildfire Relief Fund.
