Altadena business reopens after Eaton Fire, ready to give back to the community​on February 7, 2025 at 2:22 am

ALTADENA, Calif. (KABC) — “There’s so much more than just selling supplies,” stated Keshia Darden, the co-owner of Simply Divine Beauty in Altadena. “You get to have relationships with people.”

“It’s not easy to stay in the beauty business. What we do, we do it from the heart.”

Keshia started Simply Divine right out of high school. “I got my license, opened a salon and a barber shop.”

“We moved here in September. We sell not just products for black hair, it’s all hair products.”

She continued, “The school we planned to open in March. We’ve been pushed back just a little bit because of the fires.”

“Altadena is just rich with diversity, and everybody just seems to be so welcoming.”

Steve Darden, also a co-owner, says small businesses are the backbone of the economic community in many cities.

“The sense of good fortune and pride that we have to actually still be standing right now is something special.”

Keshia added, “Technically, we weren’t open, but we let them in. They just needed somebody to talk to, so those are the connections that I really love and appreciate.”

Steve continued, “We had FEMA in, and we set up tables. We were giving food and feeding some of the people.”

“There are a lot of young people who have been impacted and so once again we tried to give away some of the school supplies, backpacks, all of the things that the students the kids need.”

“We will be able to build back whatever that looks like. We’re going to be here,” he added.

“I would like to see the community come back,” said Keshia, “rebuild safely and continue living in the Altadena community.”

“The generations behind us can reap the benefit of our hard work.”

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