Genevieve's entrepreneurial spirit was fueled by her earlier company, Genevieve Unlimited, which she created in 1993 to service entertainment companies in their efforts to gain a competitive edge in the world of promotion.
In 2001, after having spent many years in the corporate world, Genevieve reflected on her experience volunteering in numerous shelters across New York City, where she learned of the number of forgotten children in the United States and around the world who are waiting to be adopted. For many underprivileged children, nighttime often means a hard end to an equally hard day. Many go to bed wearing their street clothes"or wearing nothing at all. These youngsters have no one to read them a bedtime story, no pajamas to sleep in and no one to tuck them into a cozy bed at night. This experience inspired her to establish the Pajama Program, and since its founding in 2001, more than 70 Pajama Program Chapters have been established throughout the United States providing new pajamas and new books to children. The Pajama Program has sent pajamas to needy children in countries around the world including Armenia, Bosnia, Brazil, Columbia and Greece " among many others.
In 2005 the program established their first Reading Center in Westchester County, NY to provide a safe haven for children to read, or to be read to, and to receive a new pair of warm pajamas and a book to keep. Pajama Program nowoperates three Reading Centers: New York, NY, Yonkers, (Westchester) NY and Red Bank, NJ., andhas now provided more than 2 million new pajamas and new books to children in need nationwide since its inception.