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‘The Looking Glass’ opens for business

by Cindy Abole
Public Relations
 Looks can be deceiving. Especially when it comes to patients and their true feelings as they deal with the effects of cancer in their life.

But at MUSC, men and women have a new way to cope with their specific needs, which ultimately improves their self-esteem and overall daily outlook to life.

Earlier this month, Hollings Cancer Center opened the shiny, glass doors to a new facility designed to help patients cope with the life-changing effects of cancer through The Looking Glass at Hollings Cancer Center.

Its open, airy storefront, plush green carpeting, molded cabinetry and discrete lighting offers an inviting atmosphere for patients and browsers to enjoy. Its layout boasts lots of space in an 800-plus square foot area, complete with three private dressing rooms and an ample storage area. The Looking Glass is stocked with hats, scarves, swim suits and sun-protective clothing, wigs, skin care products and other specialty items needed by cancer patients and survivors. 

“The idea of an appearance center or boutique is part of a growing movement for comprehensive cancer centers throughout the country to provide more patient-friendly cancer care,” said Janet Bloch, M.S., ANP, OCN, executive director, Hollings Cancer Center’s Breast Cancer Care Center.

Bloch, who previously worked at the Dana-Farber Cancer Institute in Boston and other care centers, moved to Charleston in 1998 to help spearhead the development of Hollings’s new breast cancer program.

“Offering this type of cancer care to patients provides something more than the medical, surgical and radiation treatment needs for a patient. It also meets their emotional needs during a difficult time in their lives,” Bloch said.

As part of The Looking Glass, female patients can undergo a breast prosthesis fitting with a trained and certified staff member. The shop will be managed by Susan Gibson, RN, MEd., former clinical trials nurse at Hollings and store manager, and a team of specially-trained volunteers. 

Shortly after her arrival, Bloch presented an overview and plan for the center’s new  breast cancer care program to the Hollings Advisory Board. Part of her proposal included plans for opening an appearance center or specialty boutique to provide items for patients undergoing cancer treatments at Hollings. The idea was well-received and helped set the project wheels in motion.

“The Appearance Center fulfills one of my dreams,” said Carolyn Reed, M.D., director of Hollings Cancer Center. “Patients can now look and feel better while undergoing therapy. The Looking Glass is one more example of our commitment to meet all of the needs of the cancer patient.”

“It has been through Dr. Reed’s enthusiastic support that has made this project a reality,” Bloch said. “She has been instrumental in seeing this project  through every step of the way.”

Last fall, the Hollings staff and patients also joined in on the act by participating in the shop’s name contest. Judges helped select staff member Brenda Reeves’ winning entry, The Looking Glass at Hollings Cancer Center. 

For years, patients have struggled to locate and purchase items or find specialists who were experienced with make-up, wigs, scarves and cosmetics. “The services were fragmented,” said Bloch. “Oftentimes, patients would find people who knew a lot about their specialty, but didn’t know much about cancer. The Looking Glass is an attempt to put all of this under one convenient location.”

Part of the inspiration for Hollings’ Looking Glass came from the American Cancer Society’s successful “Look Good, Feel Better”, a national public service program designed to help improve women’s self esteem and confidence through a focus on appearance using hands-on beauty techniques for recovering cancer patients.

While at Dana-Farber, Bloch remembered the positive feelings in the room while attending a “Look Good, Feel Better” program. “I distinctly remember the positive energy that seemed to be generated by all of the participants,” Bloch said. “Everyone learned how to use make-up, tie scarves or use other items to help improve their appearance. It was incredible how easy this experience helped people feel better about themselves. I was just bowled over.”

That experience was the hook in supporting the whole patient-centered concept. As Hollings continues to move in the direction of becoming a comprehensive cancer center, its services for patients have also expanded through extended research, the emergence of palliative care services,  complementary and alternative medicine. Providing patient-care products and services through The Looking Glass is an extension of these comprehensive support services. 

“Everyone has been excited about opening The Looking Glass for a long time,” Gibson said. “Customers are happy to see that its stocked with a variety of the latest, most fashionable  items that meets many patient’s needs. Cancer is a life-changing experience. If they can find something that will help them return back to an accepted level of normalcy, it's a move in the right direction.”

Charleston Charitable Society’s Betsy Ross, far left, presents a check for $1,303.62 to Looking Glass manager Susan Gibson, Breast Cancer Care Center director Janet Bloch and Hollings director Dr. Carolyn Reed. The Charitable Society is one of several area groups who have raised money to support The Looking Glass at Hollings Cancer Center. 

So far, the program has been supported by many area organizations and supporters. Major contributors include the Junior League of Charleston, MUSC Women’s Club, the Charitable Society of Charleston and other individual donors. A portion of these funds will be used to establish a special assistance fund to help recovering cancer patients in financial need for products and services offered by The Looking Glass. 

The Looking Glass is staffed by members of the East Cooper Newcomer's Association, Charleston Chapter of Hadassah and the Junior League of Charleston are among some of the volunteers, both cancer survivors and other individuals, who will provide assistance, stock merchandise, handle sales, etc. Gibson is proud of the cooperative spirit and compassionate attitudes displayed by many of her volunteers. According to Gibson, it is these same characteristics that have been the cornerstone for everyone involved in seeing the idea become a reality.

“Anything that we can do to help people who are undergoing cancer treatment feel better about themselves is what we want to achieve,” Bloch said. 

The Looking Glass provides...

  • Breast prostheses (fittings by a certified fitter)
  • Bras, camisoles, swimsuits and other specialized apparel for women who have had a mastectomy
  • Hair alternatives, including a selection of hats, wigs and head-wraps
  • Fashion advice: head-wraps and scarf tying techniques
  • Educational videos and books
  • Products to manage symptoms of lymphedema
  • Sun protective clothing
  • Decorative canes
  • Non-metallic deodorants and skin care products
  • Advice on make-up techniques


Hours of operation: 
Monday through Friday
10 a.m. to 5 p.m.
After hours by appointment, 792-2000.