Breast Cancer Awareness Month
Sometimes, the moments when we leverage our entrepreneurial knowledge to impact causes outside of our brands can become the most career-defining. I've always been deeply passionate about the fight against cancer, but it became personal when my Aunt Angie, my mother’s sister, was diagnosed with breast cancer.
During my time leading thinkThin, I had the privilege of collaborating with several cancer organizations, including Susan G. Komen. One of the most meaningful initiatives I was part of was a fashion show at Expo West, which raised over $250,000 for cancer research. It brought together survivors, retailers, and sponsors for a cause that left an unforgettable impact.
At first, fashion and wellness might seem like unlikely allies, but given my background and passions, I was determined to design an event that not only raised awareness but also celebrated resilience, creativity, and community while honoring my Aunt.
Alongside our sponsors, we transformed a white organic tent outside of Expo West into a vibrant runway. Many of our models were proud cancer survivors, confidently walking the runway next to buyers from some of our most supportive retail partners, including Whole Foods.
The grand finale featured survivors wearing custom gowns made from thinkThin wrappers—a powerful symbol of sustainability and survivorship. These unique gowns were later auctioned off, raising additional funds for cancer research. (I've included photos below of one of the incredible dresses.)
This initiative was much more than a corporate donation, it was an authentic alignment between our brand and a cause deeply connected to our mission. Our partnerships allowed us to not only raise awareness but to create emotional connections with our community and expand our brand’s visibility in a meaningful way.
We also created three special edition thinkThin bars, which were available in stores for two months as part of an in-and-out sale. Retailers loved being part of this effort, giving us prime floor space and front-end placements, allowing us to further support cancer research while boosting sales.
For three incredible years, this fashion show was a highlight of Expo West and remains one of my proudest accomplishments as the founder of thinkThin. By blending fashion, survivor stories, and a cause close to our hearts, we not only raised substantial funds but also spread hope and awareness for those affected by cancer.
As I reflect on this experience, I encourage brands to find causes that truly resonate with their mission and values. When your brand authentically supports a foundation or cause you’re passionate about, it opens doors to new markets, strengthens partnerships, and makes a difference far beyond the product on the shelf.
This Cancer Awareness Month, let’s honor the strength of those who have fought this battle, remember the loved ones we’ve lost, and continue to support the organizations working tirelessly to end this disease.