RetailROI’s SuperSaturday: When Retail Meets a Greater Purpose

Each year, as retailers and technology providers gather in New York City for NRF’s Big Show in January, there’s one event that stands out not just for its industry insights, but for its deeper purpose. RetailROI’s SuperSaturday, which took place on Jan. 11, is more than just a conference — it’s an opportunity to improve the lives of vulnerable children worldwide.

What Is RetailROI and SuperSaturday?

The Retail Orphan Initiative (RetailROI) was founded with a singular mission: to support orphaned and at-risk children by leveraging the collective power of the retail industry. Since 2010, RetailROI has distributed $5.1 million in grants, funding over 350 projects across 31 countries. These initiatives have supported over 363,000 children through education, adoption assistance, clean water initiatives, and anti-trafficking efforts, according to the organization.

SuperSaturday, the organization’s flagship event, serves as both a fundraising effort and an opportunity for retail professionals to connect in a meaningful way. “The RetailROI SuperSaturday event is one of my ‘can’t miss’ events of the year,” said Verlin Youd, managing director of Start-Up Scale Advisory Inc. and RetailWire BrainTrust member. “I’ve attended 12 times over the last 14 years and always come away with great industry insights as well as understanding how I can give back to endangered children and families globally.”

This year, SuperSaturday raised an impressive $386,000, surpassing last year’s total and ensuring that approximately 38,000 children will receive support. Funds raised during the event go directly toward RetailROI’s sponsored projects, with over 93% of donations directly benefiting those in need, which Youd noted is “one of the highest percentages of any charitable foundation.”

Alexis Russell: A Story of Resilience and Giving Back

One of the most compelling moments of this year’s event came from Alexis Russell, founder and chief creative officer of the multi-million dollar fine jewelry brand that bears her name. While known for pioneering unique engagement rings featuring natural rose-cut diamonds and uniquely colored gemstones, Russell’s journey to success was anything but conventional.

“I grew up in the foster care system,” she shared. “I entered my first home at barely 2 years old after a head injury sent me to the hospital. Little did I know then that I would never return to my mother.” Over the years, Russell lived in 13 different foster homes and was adopted twice. She recalled the pain of feeling unwanted and unseen, yet against all odds, she persevered.

Jewelry became more than just a career for Russell — it became her sanctuary. “Jewelry allowed me to grow and learn. Jewelry let me be good. And most of all, jewelry gave me a home. Jewelry gave me what I was always searching for, what we all long for, and that’s belonging,” she explained.

Today, her company’s ethos mirrors her personal journey. “We see perfection in imperfection and find beauty in natural stones that are often overlooked by traditional jewelers,” she explained. “I didn’t know it at the time, but that was paralleling my whole story… no one saw it, no one cared, no one was there, and then I shine regardless.”

She even chose a salt and pepper diamond for her engagement ring when her husband asked her what she wanted. “We looked and I said, ‘I want that one, that little gray one with all the bumps on it and the black spots inside of it. That’s the one that I want.’ And he was like, ‘Well, are you sure? Because people aren’t going to think that’s very expensive or very traditional,’ and I said, ‘Yeah, I’m sure, it’s totally imperfect, but it’s still beautiful.’”

Russell’s commitment to giving back aligns seamlessly with RetailROI’s mission. “RetailROI is amazing because, not just for me but for everyone, it combines the love of business and retail with this orphan initiative, which obviously couldn’t be closer to my heart,” she said. She now donates a portion of her company’s profits to initiatives supporting foster children and works to raise awareness about the challenges they face.

Charities Making a Difference

RetailROI collaborates with many nonprofit organizations making a direct impact on children’s lives. Here are a few that stood out at this year’s event.

Casita Copan

Based in Honduras, Casita Copan provides a family-style environment for orphaned and at-risk children. Daysi Ramirez, the organization’s executive director, explained that Casita has served around 250 children in 12 years, but they are often with the kids for life. “Even after they leave, they come back, and we help them… I’ve been to the bank with them to open a bank account, to help them to train them for jobs,” Ramirez said. “We are their family, even after they leave our casita.”

By renting houses in the community, Casita Copan allows children to grow up in stable, home-like settings rather than institutional orphanages.

Together for Good

This U.S.-based organization provides temporary safe homes for children while parents work through crises such as mental health struggles, addiction, or homelessness. “We create pathways for the local church to come alongside vulnerable children and their families to do the work of becoming family for those who don’t have it so that when a crisis happens, the first option isn’t foster care, but rather a caring community of family,” said Maridel Sandberg, the group’s president.

By mobilizing churches and trained volunteers, Together for Good aims to keep families intact and prevent unnecessary separations.

Fostering Meditation

Founded by Demetrius Napolitano, who spent 22 years in the foster care system, Fostering Meditation teaches meditation and yoga to youth in foster care as a means of healing trauma. “As Frederick Douglass said, ‘It is easier to build strong children than to repair broken men,’” Napolitano said.

Through mindfulness practices, his organization helps children develop coping mechanisms that will serve them for a lifetime.

More Than Just a Conference

SuperSaturday isn’t just about fundraising — it’s about changing lives. Whether through corporate sponsorships, personal donations, or simply spreading the word, retail professionals have the power to make a difference. “Every retail technology provider should sponsor, and every retailer should participate in SuperSaturday,” Youd said. “It’s the perfect blend of ‘tech and tears’ and a casual yet meaningful way to kick off NRF and the year ahead.”

As Russell so eloquently put it, “We all deserve to belong.” Thanks to RetailROI and its partners, thousands of children around the world are finding their place, their purpose, and most importantly, their home.