Woodward Talk Feature 10.14.09
Painting The Town Pink – Jeremy Selweski
BERKLEY
– As October approached, April McCrumb knew she wanted to show her
support for all those stricken by breast cancer, but she really sprung
into action once she discovered how closely it hit to home.
When McCrumb, owner of the whimsical Berkley gift shop Catching Fireflies,
asked her staff members if they knew anyone who has been affected by
the deadly disease, nearly everybody was able to name a close friend or
family member.
In response, McCrumb decided to launch a new campaign in honor of National Breast Cancer Awareness Month. Throughout October, Catching Fireflies is giving out a free "Positivity" bracelet to any woman or man whose life has been touched by breast cancer.
In return, all McCrumb asks is that the customers provide some
encouraging words online at www.shareyourpositivity.org, because as
she pointed out, optimism is contagious. "If you don't have hope or
positivity in dire situations, life can be pretty sad," McCrumb said.
"These bracelets are a subtle reminder to people that staying positive
is half the battle, because it's really easy to let negativity take
control." In addition, McCrumb and her staff put together an uplifting
selection of pink-ribbon-themed items including art pieces,
inspirational quote books, flying wish paper, journals and soap. Most
of the products are intended for women who have been affected by breast
cancer.
"It can be hard to find gifts to give people beyond just kind words," McCrumb explained.
"Hopefully, with these items, people can express their feelings for
loved ones going through hard times and help lift their spirits."
McCrumb also wanted to find a local nonprofit group that is helping in
the fight against breast cancer. She soon discovered the Bloomfield
Hills-based organization the Pink Fund and formed a partnership in
which 20 percent of all pink-ribbon proceeds at Catching Fireflies will go toward providing financial aid for women and men suffering from the disease.
"Catching Fireflies
is doing a really great thing," said Molly MacDonald, founder and
president of the Pink Fund. "I thought that April's mission to support
us over the whole year and not just in October was very kind and
generous.
We're delighted to work with her on this." The Pink Fund was
established in October 2006, borne out of MacDonald's own personal
experiences with breast cancer and the financial difficulties that
followed.
To help others who are facing similar struggles, the Pink Fund provides
short-term monetary support for breast cancer patients, who often
cannot work while they undergo expensive medical treatment and a long
recovery process.
"We just want to help people out for a brief period, so they can resume
their normal life," Mac-Donald explained. "We try to fill in the gaps
not covered by other nonprofits in the breast cancer world. When you
talk to these recipients and you hear the gratitude in their voice, you
know that you've done an amazing thing for them." McCrumb was thrilled
to be a part of that endeavor, and she wanted to further show her
appreciation for those raising money for the cause. After contacting
the American Cancer Society, she decided to team up with organizers
from its Making Strides Against Breast Cancer event to donate 30
"Friends for Life" picture frames to the top fundraising team members
during the Oct. 10 walk at Belle Isle.
Together, all these efforts at Catching Fireflies illustrate the store's goal this October and year round:to paint the town pink with positivity.
"Our store specializes in making days brighter," McCrumb said, "so this
fit right in line with what we're all about. We're trying to be
proactive in helping people who are struggling through this disease." Catching Fireflies is located at 3117 W. 12 Mile Road in downtown Berkley. For more information, call (248) 336-2030 or visit www.catching fireflies.com.
