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Madison Avenue Stores and Holiday Shoppers Boost Kids Charity

By Sonja Sharp | December 4, 2011 6:44pm

UPPER EAST SIDE — Holiday shoppers splurging on Madison Avenue goodies Sunday afternoon didn't have to feel guilty — dozens of stores along the swank thoroughfare were set to donate 20 percent of the day's proceeds to Children's Aid Society, money that will help fund medical care for poor children across the city. 

"Our mission is to help New York City children living in poverty to survive and thrive," said Robert Rosello, senior manager of marketing and communications for the charity. "It's a great way for people to do their part doing what they already do." 

Some of Manhattan's toniest shops from 57th to 86th streets pledged their support, their doorways festooned with blue balloons, including Hermes, Jimmy Choo, La Perla, Gucci, Armani and Coach. 

Proceeds from the 25th annual Miracle on Madison, which thrilled onlookers with Celtic dancers, a gospel choir and Japanese drummers, will help fund health care services for underprivileged children.

"It's Christmas, so people are doing a lot of shopping," said Lindsay Koolis, 27, of Connecticut, who was promoting the event outside of Chanel. "I haven't done any yet, but today might be the day—even though I can't afford it!" 

Children's Aid Society provides 60,000 dental and health care visits for 14,000 children in need, Rosello said. 

Miracle on Madison, chaired by "Law & Order" star Tamara Tunie, has raised more than $7 million since it was launched in 1987.