We’re kicking-off Breast Cancer Awareness month today with WYSKy news about a brilliant partnership that came to be with the help of 4 letters: B-O-O-B. When combined, they form one cheeky, but powerful word, the newest to be featured in BITS OF LOVE jewelry’s collection of inspirational, 4 letter word rings. In a bold display of love and hope for women everywhere, the brand is donating a portion of the proceeds from October sales of the BOOB ring to the lifesaving mission of The Feel Your Boobies® Foundation.

The founder and head designer of BITS OF LOVE jewelry is Cheryl Laughlin, the extraordinary WYSK we introduced you to earlier this year, who battled Lyme Disease that went undiagnosed for 7 years. It temporarily claimed her memory, stole certain words from her brain and wreaked havoc on her physically. So the power of words, even the simplest ones, holds lots of meaning for her.

Cheryl with her GrandmotherHandcrafted in sterling silver and set with two genuine pink rubellite tourmaline “O’s”, Cheryl developed the BOOB ring with one very special woman as her muse… her grandmother Genevieve, who fought breast cancer for five years, after being diagnosed at age 69. In tribute to her, BOOB joins Cheryl’s other power packed 4 letter word rings – BOLD, HOPE, LOVE, and ROCK – all of which are intended to give a tiny kick of inspiration when you need it most.

As for BOOB’s tongue-in-cheek design, Cheryl says, “I know my grandma would appreciate its sassiness as a means to raise awareness and give back in her honor.” She adds, “Having survived Lyme Disease, I know how much I appreciated a bit of humor to get me through my down days, and I’d love to pay that positivity forward.”

“I dedicate this ring to all the wonderfully strong women, like my grandmother, who’ve fought breast cancer and keep us inspired every day.” – Cheryl Laughlin

During her own battle, Genevieve selflessly told her daughter (Cheryl’s mom), “Breast cancer is hard for me, but my heart really breaks for the younger women.” So in looking for a breast cancer awareness charity to support through sales of the BOOB ring, it was really important to Cheryl to find a partner whose work centers on early detection messaging to younger women.

She found her perfect match in feel your boobiesThe Feel Your Boobies® Foundation, a non-profit breast cancer organization that targets women under 40 (pre-mammogram age) about breast awareness, via the hands-on act of doing self-breast exams, a.k.a. “feeling your boobies”. It was a serendipitous bonus that the word BOOB features prominently in their cause name and message.

The Feel Your Boobies® Foundation launched in 2004, after its founder Leigh Hurst – a WYSK we told you about last October – was diagnosed with breast cancer at the age of 33. They focus 100% on using media and other unexpected & unconventional methods to spread their life saving message to young women. To promote this, every year they roll out their annual Feel Your Boobies® campaign during the month of October. The weeklong event is a call to action – laugh. think. do. – that reminds women, especially young women, about this proactive breast health habit that can increase the chances of early detection.

So between BITS OF LOVE and Feel Your Boobies®, you’ve got two brands each founded by a WYSK and both using fun wordplay to inspire other women. We can’t think of a more engaging way to raise awareness or a more powerful partnership in the fight against breast cancer.

Starting today and through October 31st, 2013, BITS OF LOVE will donate 15% of the sale of all BOOB rings to The Feel Your Boobies® Foundation.

We like to think of this ring as an edgy and much cooler version of that red string tied on your finger to remind you to do something really important. In this case, to feel your BOOBies so you know what is normal for your breasts, making you better equipped to notice if any changes occur.

The ring is also a linguistic badge of courage for women who have survived the disease and a wearable homage to those who fought really hard trying.

Thanks to Cheryl and BITS OF LOVE for this little kick of inspiration and added punch of awareness!