Greenwich shops Go for Pink in honor of Breast Cancer Awareness Month

From left, BCA Benefit Committee members Jieun Wax, Yonni Wattenmaker and Lisa Fischer.

From left, BCA Benefit Committee members Jieun Wax, Yonni Wattenmaker and Lisa Fischer.

The Breast Cancer Alliance (BCA) and Greenwich merchants are joining forces to raise funds and support for Breast Cancer Awareness Month tomorrow, Oct. 2, with a special shopping event, Go for Pink.

BCA board members, supporters and First Selectman Peter Tesei gathered this morning for a flag-raising ceremony to officially mark the start of the town’s Breast Cancer Awareness Month.

Greenwich shoppers who shop at participating stores will see at least 10% of their purchase go to BCA as long as they mention Go for Pink. A number of stores will also be holding special Go for Pink receptions from 5 to 8 p.m., including Roam, Alice and Olivia, Intermix, Tangerine, and more. Vineyard Vines will be holding an earlier reception from 3 to 7 p.m., while Richards of Greenwich will be welcoming Go for Pink shoppers a bit later, from 5 to 9 p.m.

In an effort to further encourage shoppers to support Go for Pink, 10 stores will be providing discounts of 10% or more during the day. Additionally, sponsor Prime Resources donated 1,000 canvas gift bags bearing the Go for Pink logo to be given away to Go for Pink supporters.

Discounts, donations and receptions vary from store to store, so it’s important that those interested in supporting the BCA via Go for Pink visit its website at for the full list of merchants with complete details.

This is the inaugural year for Go for Pink, led by event chair Lauren Taufield. While Breast Cancer Awareness Month has been celebrated for decades in Greenwich, Go for Pink is meant to unify a number of smaller events around town into a major celebration.

“Lauren had the idea that instead of having all of these stores who do these one-off events to support us throughout the month of October that it would be nice to galvanize everyone’s interests and efforts and turn it into one day where the whole town would be celebrating Breast Cancer Awareness month in some way,” BCA Executive Director Yonni Wattenmaker said. “That idea, in which we thought we might have 10 participants the first year, blossomed into this incredible event with over 40 merchants participating.”

Founded in 1996 by breast cancer victim Mary Waterman, the Breast Cancer Alliance has grown into one of the nation’s largest private nonprofit funders for breast cancer research. Since its inception, BCA has distributed more than $19 million in grants in support of education, screening and awareness for breast cancer initiatives, and continues to aid health care institutions and doctors through annual grants.

“We are very enthusiastic about this new community event and grateful to all the town merchants who are demonstrating their support. It should be a wonderful day and a festive evening,” BCA President Sharon Phillips said in a statement. “All funds raised will directly support the innovative research and targeted support services that are the hallmarks of this focused organization.”

The Breast Cancer Alliance will continue its community outreach with ZumBCA, a Zumba event in partnership with Equinox. The health club and spa will host ZumBCA Sunday, Oct. 19, with three seperate Zumba sessions running from 1 to 4 p.m and refreshments provided by Le Pain Quotidien and ICEBOX. Session registration starts at $50. ZumBCA will lead into the BCA’s 19th Annual Benefit Luncheon and Fashion Show Nov. 6, a high-profile celebration to cap off Breast Cancer Awareness Month.

Preliminary Go for Pink participants include Alease Fisher Designs, Alice and Olivia, Amina Rubinacci, Adam Cara, Anne Fontaine, Boast, Calypso St. Barth, Carlisle, Christina Addison, CLAY Health Club & Spa, Comptoir des Cotonniers, The [email protected], French Sole, Gabby, Hoaglands of Greenwich, Intermix, J. Crew, J. Papers, Kate Spade, Lilly Pulitzer, Lynne Scale Design, Lynnes Inc., McArdles Florist and Garden Center, Michael Kors, OGGI 5, Patricia Gourlay, Plush Blow, R. Simantov Fine Jewelry, Richards of Greenwich, Roam, Scoop, Shoes N More, Simon Pearce, Splurge, Steven Fox Jewelry, Stuart Weitzman, Sweaty Betty, Tangerine, Theory, Tory Burch, Vilebrequin, Vince, Vineyard Vines, Warren Tricomi Salon, Winston Flowers, and YogaSmoga.

More information on BCA and Breast Cancer Awareness Month events is available at

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