Rose
West, owner of Curves Altadena, has been recognized as a Woman of
Empowerment by California State Senator Carol Liu, receiving her award July 16 at the Pasadena Hilton. “I can’t believe I’m
being rewarded for helping people into doing the right thing! Some of
them even pay me to do it,” exclaimed the irrepressible West.
West and her staff have grown the Curves membership from zero to 150 members in just two years. Clearly this award celebrates her business success, but it also recognizes that, through Curves, West has connected with her Altadena community, too.
For West, women’s health is not just a job, it’s a passion. To turn words into actions, she has organized a Curves Altadena team for the American Cancer Society’s Relay for Life for two years. She hosts an annual “Girls Night In” party to raise more money for cancer. In March, Curves gathered over 1,200 pounds of food for the Altadena Food Pantry. And, as part of her own “green initiative,” West collects small electronic devices for recycling. Because she models such amazing community activism, more Altadena women are getting involved in life in the community.
West also works hard to improve the business climate in Altadena. She teams with other local businesses for events and cross-promotional activities, and goes out of her way to welcome and support new businesses. Many local artists have been invited to show and sell their artwork in Curves. In addition, she is on the board of the Altadena Chamber of Commerce and charged with reaching out to home-based businesses. She has served in various leadership positions in her church – including heading the committee to find and hire a new priest.
West has a BA from Princeton University in East Asian Studies and a MBA from Pepperdine University in Management. Never one to rest on her laurels, she plans to enroll in a Kinesiology and Nutrition certification program in the fall. Curves is her third professional endeavor. She spent 15 years in International Banking at Security Pacific Bank and retired as a First Vice President. Given her admitted love of pretty clothes, killer shoes and the right make-up, she was a natural for a career in direct sales as an Independent Sales Director with Mary Kay Cosmetics. West and her husband, Keith West, raised their two sons in Altadena. Phillip is a newly-minted bachelor of arts from Lehigh University. His brother, Kevin, is a junior there.
Senator Liu has chosen 25 area women to be honored as outstanding businesswomen and community activists at the 11th annual Women in Business Legislative Update and Awards Luncheon. Nominations were accepted in a variety of categories for women who have contributed to the economic vitality and quality of life in the two legislative districts. Women in Business celebrates women who have contributed to the greater good of the region by advancing business and creating new jobs and serving the community. According to Liu, “These women are role models for their community and co-workers.” Nominees must live or work in one of the appropriate legislative districts.
