The Essential Woman Boutique is trying to become more visible in its efforts to help its customers reverse appearance-related side effects associated with breast cancer and their battle against the disease, says Carlotta Lavagetto, the boutique's manager.

"It's no big secret cancer is prevalent in society," Lavagetto says. The shop, however, which sells mastectomy-related products, wigs, and some attire, remained largely under the radar through its first five years of operation, relying mostly on physician referrals for customers, she says.

So, the business added the tagline "Your Cancer Boutique" above the doorway when it moved last spring into 1,200 square feet of retail space at 507 S. Sherman, from a less visible location at 336 S. Sherman, she says.

"We were 'The Essential Woman' for five years, and a lot of people didn't know what we do," Lavagetto says, adding, however, that, "Business has grown every year because we've developed a relationship with the medical community."

The boutique is located just south of Cancer Care Northwest PS, at 601 S. Sherman, from which it receives most of its referrals. It's also just across Sherman from Rockwood Clinic PS's main complex, at 400 E. Fifth.

The boutique is owned by two Spokane couples, Michael and Tigri Donich and Daniel and Beth Coyle, and it employs three people, including Lavagetto.

The owners see the business as profit neutral, she says, adding, "They don't expect to make a lot of money, but they want it to pay for itself."

Other mastectomy product retailers in the Spokane area include Audrey's A Boutique, Inspired Solutions Inc., and Nordstrom Inc.

Mastectomy products are central to The Essential Woman, Lavagetto says.

"This is what we do, and it's all we do," she says, referring to female cancer patients' special needs.

Lavagetto says physicians often refer patients to The Essential Woman shortly after they are diagnosed with cancer.

"We like to see women before they start treatment so they are somewhat prepared for what their experiences are going to be with surgery, chemotherapy, and radiation," she says.

She says the boutique's singular focus can help customers maintain self confidence during the course of their medical treatment, which can take about a year from the time of the diagnosis.

The interior of the 1,200-square-foot shop is designed to be a relaxed and private setting with its colorful sofas, hardwood accents, and large, leafy plants, Lavagetto says.

"It's a safe place for people," she says. "By the time they are through with their medical appointments, they don't want a clinical setting. It feels good when they come here."

The boutique has two spacious fitting rooms, where employees, who are specialists in mastectomy fitting, can assist in choosing breast forms and bras that best fit each customer, Lavagetto says.

Silicone prostheses, which are held in place by special mastectomy bras, make the best match for single mastectomies if the patient doesn't have reconstructive surgery, she says. Prices for the prostheses range from $130 to $380, and the bras generally range from $42 to $60.

Most customers have insurance that covers prostheses and mastectomy bras as durable medical equipment. Medicare, for example, pays for prostheses every two years and mastectomy bras every six months.

The Essential Woman processes claims for Medicare, Medicaid, and private insurance coverage on behalf of its customers.

"When we're not working directly with customers, we're dealing with insurance," Lavagetto says. "There are so many aspects of how to process a claim that the average person doesn't know how to do it."

Although wigs are a secondary line of products, they are prominently featured in the store's display window.

When it comes to appearance, one of the most challenging things for cancer patients is losing their hair, Lavagetto says. Hair loss often occurs during the course of chemotherapy, as certain cancer-killing drugs tend to damage hair follicles.

Most customers wear wigs for special occasions if not all the time, she says.

"We sell tons of hats," Lavagetto says. "No matter what time of year it is, women need to keep their heads covered."

The Essential Woman also carries postoperative garments, mastectomy swimwear, and chlorine-resistant breast forms.