The pink ribbon, set up in this cozy little Rib Mountain bungalow, caters to women who are dealing with breast cancer, stocking everything from books and gifts for cancer patients and survivors to products like shampoos, lotions and deodorants formulated for those undergoing cancer treatments.

Some of the medical items offered here can also be ordered through your healthcare provider, but Beth says her shop simply gives women a place to shop away from the clinical setting.

"Most people are really excited and really thankful. They usually ask me why did you do this, and thank you for coming to this area. This is something we really need and they just really enjoy the warmth and the candlelight and the one-on-one interplay, and they just enjoy the whole atmosphere."

That ambience isn't an accident. Beth has filled her store with treasured antiques from her family, candles, soft music and inviting places to sit and have a cup of tea.

But Beth isn't just a shopkeeper, she's certified to fit her customers with custom compression garments and mastectomy products including various breast forms.

She's also a recognized provider for Medicare, Medicaid and a number of other insurance providers.

Beth does a lot for her clients, but she tells us she gets a lot in return.

"They'll share the happy times and sad times and their decision to spend more time with family and friends or to accomplish what God put them on this planet for. They share this with me and then I am the recipient of this wealth of information and wisdom , and that's what I really like about this facility and this job. I can just talk to ladies and it's great. We get our Kleenex out and we laugh and cry, it's wonderful."

Just like most retail shops, Beth keeps regular store hours, but says she's always willing to set up appointments for women who need to be fitted off-hours or on the weekends.

The pink ribbon is located near the intersection of County NN and Rib Mountain Drive.