When Freydi Neuwirth Traurig’s sister-in-law was stricken with brain cancer, Traurig’s brother and the former president of Gravure Commitment by Atlantic created a bracelet inscribed with a Yiddish expression Tracht gut vet zein gut or “Think good and it will be good” for his wife.  

“The bracelet was meant to reflect the idea that positive thinking could help us get through any of life’s struggles,” recollects Traurig. “We firmly believe that this bracelet and attitude had a part in helping my late sister-in-law. The prognosis was from six weeks to nine months. She lived 18 months, so we had more time than anyone could’ve hoped for.”

Eventually, the family created a silver ring featuring a pink sapphire and a pink ribbon motif that they could both offer for sale to stores and gift to women struggling through cancer.

“We came up with the breast cancer ring because, unfortunately, cancer—specifically breast cancer—hit many friends and family that we know and we wanted to do something to give back,” Traurig continues. “Ten percent of the ring’s price is given as a credit to the retailer, and 10 percent benefits Breastcancer.org, a nonprofit organization dedicated to providing reliable and current information about breast cancer.”

To date, the company has raised about $1,000 for the organization. The ring is not a big moneymaker, but that doesn’t matter one bit to the family.

“We’ve given away more than we’ve sold,” says Traurig. “Every time we hear of a survivor, we send her one as a gift to let her know that we’re thinking of her, praying for her, and that she is a hero to us. Just this week, we sent one to a young pregnant woman who was diagnosed with breast cancer. We want to help people create memories and be a part of their lives in a meaningful way and to use our business in a more benevolent way. It’s our way to give back, and it’s inspired by my brother and his wife.”

This October marks the seventh anniversary of the death of Traurig’s sister-in-law. Since that time, Traurig’s brother left his position in the family firm to follow his dream of becoming a doctor. He is now starting his residency in internal medicine. Gravure, meanwhile, has another breast cancer design with more pink sapphires in the works. There is no minimum purchase for stores that want to carry the band.

Band in sterling silver with a 0.05 ct. pink sapphire, $99

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JCK