La Deuche Rose is basically a boutique in Quétigny (Côte-d’Or) with products adapted for women suffering from breast cancer. But it is also an association which allows patients to live better with their illness with photo sessions which serve as communication for the prevention month “Pink October”.
It all started in 2018, when Noémie Augustin decided to create the “Deuche Rose” in Quétigny (Côte-d’Or).
After a meeting with a breast cancer patient, she started from the observation that aesthetic and comfort needs must be met when purchasing suitable lingerie. “To purchase underwear, patients had to go through orthopedic practices or pharmacies. But we never left the medical world“.
Noémie Augustin and Isabelle David have opened a lingerie boutique suitable for breast cancer patients • © Guillaume Robin / France Télévisions
After 9 months of training, Noémie created with her mother, Isabelle David, a boutique which offers lingerie, external breast prostheses, hair prostheses and socio-aesthetic treatments in one place. The store ends up being open for all women: ” when customers come, they can come with their mother, sister or daughter, they shop like before“.
After the creation of the store, it is time to create the association “AVEC la Deuche Rose“. Its particular aim is to offer a photo session to people suffering from cancer. This pampering day, supervised by an entire professional team, strengthens their self-esteem and self-confidence. The first year, in 2018, a dozen photo sessions are organized.
A photo session of Cathy at the Dijon-Prenois racing circuit • © Alice Miller
“We said to ourselves that we had to bring these photos to life. We launched during the Pink October campaign to exhibit the photos throughout Burgundy-Franche-Comté and to be able to talk about breast cancer screening. Art is an easy-to-access communication medium for prevention” underlines Noémie Augustin.
The association also organizes events to collect donations, such as the theatrical performance of October 12, 2023 at the Théâtre des Feuillants in Dijon the proceeds of which will go to the association. These donations make it possible to improve the daily lives of patients for the benefit of health establishments, such as the renovation of a doctor’s waiting room or sports equipment for a clinic.
Even if the Côte-d’Or is one of the best departments for the number of breast cancer screenings, the figure remains insufficient for Noémie Augustin: ” We have around 55% positive responses to letters addressed to women over 50, but we need to reach 75% “If breast cancer has not been detected in time and develops, the chances of cure are greatly reduced and the patient’s quality of life is greatly impaired, due to the implementation of heavy treatments.
Breast cancer kills 12,000 women per year; if it is treated in time, the chances of cure approach 80%.
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