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Boutique 1ère Avenue Fund

Helping to Fashion the Journey of 
Cancer Patients and their Families


It all began with two people—Melina Cantanzaro and Serge Akkoyan—who wanted to make a difference in the lives of cancer patients and their families. In October 2016, they chose to sponsor Cedars CanSupport’s News You Can Use public lecture on breast cancer. Little did they know, however, that this lecture, which took place at the Cedars Cancer Centre of the McGill University Health Centre (MUHC), would inspire them to Go Beyond.  Judy Martin, breast cancer survivor and creator of the Bell Fund, has that effect on people. Her work moved Melina and Serge to establish the Boutique 1ère Avenue Fund at the Cedars Cancer Foundation.

For over thirty years, Boutique 1ère Avenue, a family retail-clothing store, has strived to have a positive impact in the community by creating an intimate, fashion-forward shopping experience for its customers: glamour and beauty for women who love fashion. Creating the Boutique 1ère Avenue Fund made perfect sense. So did choosing to direct a portion of annual online sales towards cancer programmes for patients receiving care at the Cedars Cancer Centre of the MUHC through The Bell Fund.

The Bell Fund aims to improve hospital visits for cancer patients during their chemotherapy treatments, which are often long, difficult and exhausting, by providing each patients with the Bell Fund Comfort Kit. 

Each Comfort Kit contains:
  • Soft Fleece Blanket 
    So patients can keep warm during treatment
  • Reusable Water Bottle
    To take their medications and quench thirst
  • A Notepad and Pen
    To take notes during doctors' visits
  • Soothing Mints
    To soothe throats and remove metal taste that some patients have during treatment
  • A Magazine
    To help pass the time

The Bell Fund Comfort Kit has already had a huge impact on adult cancer patients and more recently on pediatric cancer patients through Sarah’s Fund for Cedars. Loyal customers of Boutique 1ère Avenue should be proud to support such a worthy cause and practical kit. By shopping at Boutique 1ère Avenue, you are helping to fashion the journey of cancer patients and their families.

Melina and Serge believe giving back speaks to the family values we share as members of a community. Please join them and help the Boutique 1ère Avenue Fund Grow Strong.  

To learn more about Judy Martin’s Story, please click here!

The Cedars Cancer Foundation gratefully appreciates the generosity of the Boutique 1ère Avenue.  If you wish to contribute to the Fund, please make a donation. Click here!

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