By With October being Breast Cancer Awareness Month, many of us are reminded of how we have been affected by cancer. While some of us have stories of survival, others, like Wayzata designer and stylist Michele Van Beek, have a story of loss. After losing her mother to a rare form of cancer in 2013, Michele knew she needed a way to both grieve and honor her mom, Janet Henrietta. This is how J. Etta Couture was born.
It started in 2014. Michele knew very little about sewing, but she knew how to use a sewing machine, which was enough inspiration to launch a headwear business. She listed thirteen hand-made chemotherapy caps on Etsy as a side gig. Michele wanted to empower women undergoing treatment as her mom had undergone. “When [my mom] started losing her hair she struggled to feel feminine and like herself. She had gorgeous wigs but they were often just too hot, heavy, and itchy. We didn’t love any of the caps that were already out there as they didn’t fit her personality or mine. As a designer, I realized I could use my talents to create gorgeous, fun, edgy caps that would fit each woman’s unique personality while offering the necessary comfort for sensitivity following treatment.”
Shortly after J. Etta Couture launched, Michele moved to Los Angeles. She wanted to brush up on her knowledge of sewing and fabrics, and learn more about the fashion industry so she could grow her business. “I took one sewing class when I moved to L.A.… and I had an incredible seamstress sewing for me for a couple of months who taught me how to use a serger for the beautifully finished seams inside each cap. As for fabrics, I had a lot to learn about that.”
Photo courtesy of Michele Van Beek
Michele has always been into fashion, and her brand reflects that. She strives to create chemotherapy caps that are both comfortable and stylish. To her, they are not meant to be worn as a cover-up. “My main goal is to empower the women wearing our caps and give them inner confidence… J.Etta caps are meant to be an accessory to who she is that day. One day she may be glam sporting a big polka dot bow while the next day she may be a hiking queen in a camouflage cap, or feeling fierce as a rock-star in a pearl and studs cap.”
J. Etta Couture releases new caps every season, offering headwear that reflects current fashion trends. “These are accessories, not cover-ups, meant to make each woman shine like the gem she is in this world.”
Photo courtesy of Michele Van Beek
My main goal is to empower the women wearing our caps and give them inner confidence… J.Etta caps are meant to be an accessory to who she is that day.
J. Etta Couture also offers headbands, beanies, and masks. “One of the beautiful women who models for us is a breast cancer survivor, and as her hair was growing back she was looking for optio
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