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A Mission Unchanged:
Helping Women Feel Beautiful and Empowered as They Battle Cancer
This entrepreneur wasn’t afraid to shift gears during COVID-19 to continue serving her beloved community.
Six months after losing her own mother to cancer in 2013, Michele Van Beek found a new calling: creating comfortable, stylish headwear for women experiencing hair loss due to chemo treatment. More than just a fashion statement, Michele wants women to feel beautiful and empowered. She’s seen firsthand how the loss of hair can drain the confidence of women battling cancer, and oftentimes wigs, scarves, and other head coverings don’t provide enough comfort for their sensitive skin.
Now, with hospital gift shops and boutiques around the country closed down as a result of the pandemic, Michele has had to change her approach to provide the products and support her clients need. Luckily, she’s got a trusted ally and business partner in her boyfriend, Luke Kraus. “We started dating at the beginning of the year and then we started working together shortly after that,” he explains. “Being an entrepreneur and trying to do everything yourself can be very limiting, so we thought some business consulting would be a good idea.”
“Before COVID, she was looking to do some scaling up, and I have some experience with international sales,” Luke continues. “We were working on scaling up the manufacturing and hiring workers for social media marketing. We had everything set up.” Once things shifted in March, however, their plans shifted as well.
“All the business stopped,” Luke says. When Michele heard there was a shortage of masks, she knew she could help. People undergoing chemo have weakened immune systems and need masks for protection. “Michele said, ‘Ok, we’re going to start making masks and donating them to people who have cancer,’” Luke recalls. “So we shifted the production focus over to temporarily make a product that would help support cancer patients.”
When she wants to do something, she does it. When she says she’s going to do something, she does it. She’s a really amazing person with an amazing heart.”– Luke Kraus
And that’s exactly what they’ve done. J. Etta now sells two styles of cloth masks with space for an added filter for anyone who wants them. Then a portion of the proceeds goes toward donating masks to cancer patients who need them.
Michele’s dedication to the project and her clients is impressive, but not surprising, Luke says. “When she wants to do something, she does it. When she says she’s going to do something, she does it. She’s a really amazing person with an amazing heart.”
“Things have changed, but cancer doesn’t stop,” he continues. “The mission has always stayed the same: to help cancer patients. That’s what J. Etta is doing and will continue to do.”
Michele’s story is part of a powerful series highlighting the hope and resilience of small business owners across America. Whether your business is well-established or just starting out, U.S. Bank has all the banking tools and support you need to keep your business dreams alive and thriving.
