Cauthen believed there was a definite need for a store catering to the needs of cancer patients. In 1986, she opened Touching You, Inc., a dedicated retail source for cancer patients and others with special product needs.

"Women who go through cancer need to take steps and special care to do things that make them feel good about themselves," Cauthen said. Today, retail stores catering to the needs of cancer patients are popping up across the US. Many of these stores, owned by cancer survivors or family members of cancer survivors, have seen the need and are trying to fill it. These boutiques take special care to meet the customers' needs by providing privacy, knowledge, and a comfortable shopping environment. They stock specialty items that provide additional comfort to patients undergoing treatment.

"It is natural for a woman to want to look good," said Judith Harrington, PhD, a breast cancer survivor and a licensed professional counselor in private practice in Birmingham. "This is especially true for cancer patients when they cannot control what is happening to their bodies but can control how they look."

According to Dr. Harrington, looking good can be an antidote for the depression that can sometimes occur during treatment."We tend to feel ready for the day when our appearance is in order."

"During my treatments, if I looked good, people responded to me more positively and I felt better," Cauthen said.

Cauthen's philosophy for the store is that it provides women with maximum in comfort and self-esteem."It is a low time in their life and we are here to pick them up and make them feel and look their best," Cauthen said, adding the staff is composed of four certified fitters that are all breast cancer survivors. "We offer our customers understanding, caring, and compassion because we have all been there."

"Usually within a two-week period, they [breast cancer patients] have had a diagnosis, surgery, and possibly begun treatment," Cauthen said. "So within two weeks, their lives have been turned upside down. It's hard for a woman to feel beautiful if cancer costs her a breast or if chemotherapy makes her lose her hair."

The shop offers a complete line of all manufacturers' bras and prostheses, lingerie, and swimwear, as well as a wide selection of scarves, wigs, turbans, and skin and hair care products that help counter side effects of radiation and chemotherapy. A licensed cosmetologist is also on staff, who assists customers with makeovers.

Finding a Niche The Women's Health Boutique owner Gail Moore also saw the need for these services when her mother was diagnosed with cancer 30 years ago.

"There was no place for her to go to feel good about herself. I feel passionate about a need for this kind of service because of my mom," Moore said. "Twelve years as a nurse in home health care, dealing with many oncology patients, has reinforced this feeling."

The Women's Health Boutique, located in suburban Atlanta, sells a variety of items, although they are not all for cancer patients. Moore stocks prenatal and postnatal accessories, such as maternity girdles, back supporters, breast pumps, and nursing bras. She also carries compression therapy devices, such as nonprescription support hose, items for lymphedema and edema sufferers, and prescription compression sleeves.

In addition, Moore stocks wigs in every cut and color, and hairpieces, such as bangs or curls that can be worn with turbans or hats, scarves, and jewelry. Moore is a trained fitter and has a staff of fitters who are able to aid patients with bras, swimsuits, or prosthetics. Medicare may cover some items such as prostheses and bras.

"I believe in making women feel as comfortable as possible. I want them to feel good when they walk in, and I give them special attention. When they leave, I want them to feel better," Moore said. "It's so rewarding. Surgery has come so far, but there are millions of women who have had mastectomies."

"Women seem to be in control of how they are feeling, and that's why there need to be more options [to help them through treatment]," Moore said. "And, you do not have to be sick to come into my shop. There is something for all women's needs."

"It is essential women learn 'health selfishness' especially when undergoing treatment," Dr. Harrington added. "You have got to stop the old normal way of life and create a new normal way of life."