Geneva business community organizes to help Pärla after fire

A Geneva business damaged this week by a fire is getting help from the community on the cleanup effort.

The Geneva Fire Department is investigating the cause of the Monday fire at Pärla, 122 Hamilton St.

Fire Chief Mike Antenore has said the blaze, which started in the front of the store, was not considered intentional.

Pärla is a consignment store of home decor on two floors.

“It’s too early to say what the estimate of damage is,” said Kristen Cornelio, the social media coordinator for the business. “But it went all the way up to the second level, which was filled with merchandise. The entire building inside suffered damage. It’s just devastating.”

Cornelio organized a cleanup to assist owner Dawn Muir, and local small business owners and community members came together to offer help and donate supplies.

“Everyone was wearing masks because the smoke smell was so extreme,” Cornelio said. “We were slowly taking out one room at a time.”

In addition to Cornelio, other volunteers were Tom and Jennifer Feltes, who own The Royal Wren, and their son; Sandy Sirisomsack, co-owner of Cravings; Chuck Osborne, co-owner of Harvey’s Tales; Lynne Ball, owner of Liz & Kate Boutique; Shari Ralish, former owner of Peaceful Parlour; Kelly Vass from State Street Jewelers; Jeremy Pena of Crystal Life Technology; and Cathy Humphreys and Amy Goedken, owners of Up North Wine Tasting Room.

As the owner is in the early stages of navigating the aftermath, community members can follow her social media for updates on how to assist via Facebook or Instagram at @parla_geneva.

Anyone willing to donate packing tape and bubble wrap may do so at the Geneva Chamber of Commerce office from 9 a.m. to 3 p.m. on weekdays at 8 S. Third St., Geneva.

“The process is going to be a long road for her, and we want to keep the momentum of helping Dawn,” Cornelio said.