Bras From The Stars

Athena's is fighting breast cancer one bra at a time and with the help of a few celebrities, may even break the world record for a "bra train" of 169,000 bras, all while bringing a little piece of Hollywood back home to Woonsocket.

The effort began in September of 2009 when founder, president and "mother goddess," of the adult novelty shop Jennifer Jolicoeur gathered with members of her training team after several long hot days of meetings in Orlando, Florida.

"One of the girls was so warm that she took off her bra and threw it on the floor," Jolicoeur said. "So all of us joined in, leaving our shirts on, of course. I got an idea to hook all of our bras together and try and break the world record for breast cancer awareness. And so the bra chain began."

The company, headquartered in Woonsocket, has collected more than 60,000 bras since that day, with a charity and awareness campaign that has garnered national attention and even gained popularity in Hollywood. Thanks to the $5 donation that comes with every bra, Athena's gave $20,000 to the Gloria Gemma Breast Cancer Resource Foundation of Rhode Island last October and this year, expects to give another $20,000 to Susan G. Komen for the cure.

"Before there was even a logo, flyer or website, women started submitting their bras and telling the world about how to raise awareness and funds for breast cancer research," Jolicoeur said.

Now celebrities have joined in, donating 100s of bras to date. Jolicoeur has been to the Emmys and the ECO Awards socializing with the Hollywood crowd and gathering many a famous bra autographed by its owner. Some of the celebrities who have donated are actress Dee Wallace of ET, video vixen Tawny Kitean, singer Taylor Dane and Mickey Dolenz of The Monkees. (The must see photo gallery above shows many other famous faces with Jennifer.)

A major highlight for Jolicoeur was attending the American Music Awards in last November. And in just two short weks, she's headed back to the Emmys.

Some who donate put the name of the loved one they have lost on one of the cups or, in more fortunate cases, survivor is scrolled across both cups.

Jolicouer and her national army of goddesses (adult novelty dealers) aren't through making waves in California yet. Athena's recently started an agressive campaign called, OPE which stands for Operation Purple Envelope. Jolicoeur has asked fans and supporters to write a letter to Ellen Degenneres and enclose it in a purple envelope in hopes of DeGenneres talking about Athena's Cup on her show.

"The shows producers responded to us and said that we are on their radar and would like us to let them know once we hit the 169,000 mark!"

Bra donations can be dropped off at headquarters, given to a local goddess or dropped off at businesses friendly to the cause, such as on Front Street.

The Athena's website explains one reason for this successful campaign that has helped to put the Woonsocket native in the national spotlight: "Every woman is important to someone. We are daughters, mothers, sisters, aunts, grandmothers and best friends. Our sisters who have passed will not be forgotten."