Norwich ― From her small office in the front corner of Maria’s Treasures thrift store Friday afternoon, founder Carol Croteau could hear the din of customers talking as they perused the shelves and volunteers setting up Christmas holiday displays.

“In previous years, we wouldn’t open on the day after Thanksgiving, because everybody is at the Black Friday sales,” she said. “Why would they come to a thrift store? Well, evidently …”

The thrift store at 509 Norwich Ave., at the right edge of the giant Ponemah Mill complex, offers everything from furniture, clothing and shoes to toys, household items and craft supplies.

Friday’s crowded store was just one indication of the growth and success Maria’s Treasures has experienced as the all-volunteer, nonprofit fundraising entity celebrates its 10th year.

A new wave of volunteers has allowed the store to expand its hours. Maria’s Treasures now is open from noon to 5 p.m. Wednesday through Friday and noon to 4 p.m. Saturday.

And by the end of this year, the nonprofit ownership group, Friends of Maria, will have donated more than $29,000 to local education and human services programs ― its entire profits for the year.

After its first year of operation in 2015, volunteer Chief Financial Officer Jane Cable said Maria’s Treasures had donated “at most” $2,000 to charitable recipients.

Recipients this year include $1,000 to St. Vincent de Paul Place, $1,500 to the Rose City Senior Center, $1,000 to Norwich Human Services and $1,000 to Madonna Place, which serves young parents.

“We give away everything,” Croteau said. “We have no paid staff. Nobody, not the manager, not anybody. None of the money goes to us. We pay our rent. We pay our lights and heat.”

The store will thank its loyal customers by holding a drawing for a $50 gift card and several $10 gift cards on Dec. 11 at 1 p.m. Any customer who buys an item between now and the drawing can enter their names for the drawing. The store will have free coffee and cookies that day.

Croteau, 88, is the former executive director of Bethsaida, Inc., which ran the Katie Blair home for women in Norwich.

Maria Deschenes, a volunteer at Katie Blair House, had once told Croteau of a dream she had of a bare tree with no leaves that was swarmed by a flock of birds. One bird said, “we can do this.”

Croteau said that bird was her. When Deschenes died in 1995, she wanted to name something after her friend. She founded Friends of Maria in 2010, with the goal to raise money for women in need in the Norwich area. The group started by holding thrift sales in church basements.

In 2014, they looked at the vacant warehouse space at 509 Norwich Ave. Then-owner Dan Adams let the group have the 5,200 square feet for $770 a month, and even allowed them a few months to start raising money before starting to pay rent.

Volunteer Susan Conley scoured the region for donations, stopping at estate sales and picking up items at roadsides. As word spread, Friends of Maria attracted more and more donors of high-quality household goods. A real estate agent now refers home sellers to the thrift store if they need to move and get rid of stuff.

A year ago, Cable joined Friends of Maria and became chief financial officer and brought internet connections to the small store, promoting large furniture and other newly arrived items on Maria’s Treasures’ social media outlets. Reviews have been great, Croteau said, with customers praising the store’s prices, layout and friendly volunteers.

“Sometimes, it’s gone before it gets settled,” Croteau said of some large furniture items.

Cable said she was encouraged to volunteer by board member Susan Noyes, who knew of Cable’s ability to organize and “get things done.” Cable retired from her job six months ago and now is at the store every day it’s open.

“The pay is so good. The overtime is great,” Cable joked.

“The benefits are these ladies,” she added about her fellow volunteers. “We can get stuff done.”

In the store on Friday, Kelly Miceli of Lisbon cradled a small wire basket and other items as she shopped. Miceli is a regular at Maria’s Treasures and on Friday was looking for “little treasures” and holiday items.

“I love this store,” she said. “I introduced it to a lot of my friends, too. I’ve been a regular customer since it opened.”

For Samantha Taylor of Greeneville, Friday was her first trip to Maria’s Treasures. Taylor works at United Community and Family Services and makes home visits to about 10 client families. She was shopping for craft items for children to make holiday decorations and gifts.

“I always drive by when I’m working and wanted to stop in,” she said. She often found the store to be closed, and now welcomes the expanded hours.

“This is great. And I heard they donate to local charities,” she said.

c.bessette@theday.com