Not everyone buys into the power of pink when it comes to breast cancer.

Pink ribbons, pink teddy bears, pink hats, shirts, scarves, socks, purses, jewelry, magnets, and even cooking appliances have monopolized the breast cancer market. And some people just plain refuse to associate the disease with anything remotely sweet, soft, and soothing.

Think about this:

Annette`s Angels, founded in 2006 by the children of Annette Roberta, love and applaud the effectiveness of the flood of pink used to raise awareness about a disease that took Roberta after a 15-year battle.

But they refuse to embrace any color but black as they proceed to kick breast cancer in the butt. Black reflects their anger at breast cancer. And their power to fight it.

Annette's Angels are committed to fighting this terrible disease, and they invite us all to shop at their online store, where some items -- there's just no way around it really -- are pink. The angels will donate 50 percent of all profits to FORCE: Facing Our Risk of Cancer Empowered, the only resource of its kind for those facing genetic breast and ovarian cancers.

"L"ements of Style will feature a clothing line of hip sexy apparel and accessories created by wearable couture designer Laura Dahl, Tel Aviv handbag designer Tali Epstein Segal (TES), jewelry designer Udi Behr, jeans from Honey Labrador, denim from Blue Cult, and handbags by Emmy-nominated costume designer Cate Adair. Select pieces will be sold as numbered limited editions with 100 percent of profits being donated to The Susan G. Komen Breast Cancer Foundation and the Dr. Susan Love Research Foundation.

You can browse and purchase apparel and accessories of The L Word "L"ements of Style collection online at The L Word website.

Beginning January 3rd, The L Word "L"ements of Style collection can be purchased at Atrium in New York City, Brown Eyed Girl in San Francisco and Marin, California, Duets in Nashville, Ultimo in Chicago, Scout and Molly's in Raleigh and Chapel Hill, North Carolina, Mitzi & Romano in Atlanta, Georgia and Lulu in Miami, Florida.

In addition, The L Word "L"ements of Style collection can be seen in a unique virtual fashion show that allows you to choose apparel and accessories in which a virtual Honey Labrador will then model for you. Very cool. Visit The L Word collection virtual fashion show to experience your personal fashion show based on items of clothing you choose.

During October's Breast Cancer Awareness Month, eBay Giving Works will launch the Spotlight on Breast Cancer campaign featuring auction items that benefit breast cancer charities. MissionFish, the organization that provides the technology, tools and support to organizations and donors to participate in online auctions, has registered over 80 breast cancer nonprofits in the eBay Giving Works program.

In shopping for a cause or selling items to benefit a cause, you can find antiques, art, books, cameras, clothing, shoes and accessories; collectibles; entertainment memorabilia; health and beauty; home and garden; jewelry and more through eBay Giving Works auctions.

As we near October, we might expect to find some exciting finds being auctioned for breast cancer charities. Right now, the second-wealthiest man in the world Warren Buffet is auctioning off his Thrifty 2001 Signature Series Lincoln Town Car for Girls, Inc, an organization founded to inspire young girls to be strong, smart, healthy and bold. Buffet will wear a chauffeur's cap and personally pick up the winning bidder at the airport when they arrive in Omaha to take ownership of the car.

During October's Spotlight on Breast Cancer campaign, we can look forward to equally interesting auctions. Be sure to bookmark eBay Giving Works auctions and check back often during October.

Caroline Cheshire is the founder and online shop owner of Healing Baskets -- a place to find inspiring gifts for cancer patients and cancer caregivers. You can find cancer gifts for women, cancer gifts for men and flowers that don't compromise the immune system for cancer patients experiencing fragile immune systems as a result of cancer treatment. There are gifts for cancer caregivers including inspiration and how-to books, jewelry, music and one of my favorites, the Miracle Worker Mug.

Cheshire created her online business because of her own experiences facing life challenges. At one time, alone in a new town, with two daughters and six- week old twins, she was told she had thyroid cancer.

During the emotionally painful loss of miscarriage, Cheshire shares that while family and friends sent flowers, she sensed they were uncomfortable talking about her loss with her. Her intent with Healing Baskets is to provide a way for those who wish to reach out but might not know how to best do that, with a thoughtful gift of inspiration and encouragement. To view the gifts, visit Healing Baskets.

If you are looking for an inspirational gift for a woman newly-diagnosed with breast cancer -- or for a breast cancer survivor -- Elisa Ilana Custom Designs sells exquisitely beautiful hand-crafted one-of-a-kind jewelry. As they advertise, nothing is mass produced as each piece is carefully made by hand, one at a time in their studio, and each piece is made with the finest metals, semi-precious stones, crystals, and handmade glass and lampwork beads available. The breast cancer bracelets are made from the highest quality Swarovski crystal, sterling silver and 14 karat filled gold balls.

The Spectacular Cancer Awareness Bracelet has been featured in Vogue, In Style, W, Bon Appetit, Vanity Fair, Lucky, and Architectural Digest. The company guarantees that the jewelry is made to be sturdy and long-lasting.

Being surrounded by beautiful things and having treasured reminders of love and joy lift the spirit. I know each gift I was given carried me through the grueling days when I was struggling through cancer treatments. It wasn't always jewelry, and it never has to be jewelry, but if you are considering jewelry, when I discovered the Elisa Ilana cancer awareness jewelry collection I thought the jewelry was delightful. And very pretty.

There are many proud sponsors of the Susan G. Komen Breast Cancer Foundation Race for the Cure -- American Airlines, Yoplait, Ford, Kelloggs, New Balance, Ultra Quilted Northern, Remax, Sun Chips, and Zeta Tau Alpha Fraternity. And new this year is Coldwater Creek -- a company that specializes in women's apparel, jewelry, accessories, and gifts. Tucked away in Sandpoint, Idaho, Coldwater Creek offers merchandise through a number of retail stores across the country, through direct-mail catalogs, and through their website too. And now they offer something more -- the IN PINK Collection. Ten percent of each purchase from this collection of clothing and accessories goes directly to the Susan G. Komen Breast Cancer Foundation. And for each visor purchase, 100 percent of the profits are donated.

At Coldwater Creek, more and more women are being touched by breast cancer -- employees, co-workers, family members, friends, and customers. Breast cancer is a widespread disease that needs widespread support. So those at Coldwater Creek are reaching out and joining the ranks of supporters. And they are giving back to the many women who have supported them over the years. One small step by one company can make a world of difference.

The Breast Cancer Site store is gearing up with lots of new merchandise for sale to raise money for mammograms. With Cancer Awareness Day just six days away, now is the time to do some online shopping and buy jewelry, clothing, shoes, and much more to support raising funds for breast cancer. Three pages and 48 new items are listed in their New Arrivals section.

The Breast Cancer Site front page has a place where you can click to fund mammograms. You can also sign up to get an email reminder every day to go to the site and click to help fund free mammograms. Just think about it. You have the power at your finger tips to click your mouse once a day and help fund FREE mammograms. I think that really explains the power of the internet that people are always talking about. 310 free mammograms have been raised this month.

When it comes to cancer organizations and cancer charity, if I say pink, you think ribbon and breast cancer. If I say yellow, you think wristband and Lance Armstrong. I say that is what you will think because the pink breast cancer campaign and the yellow cancer survivor wristband have become phenomenally successful at marketing brand identity. Which is a good thing for cancer charity. Many companies and products are going pink as a way to donate money for cancer research. By offering pink products, and allotting a certain portion of the profits to cancer charity, the purchase of the product serves two purposes. But what if you do not normally wear pink, or decorate your home in pink? 

Okay, what about purple? The Lavender Trust, a foundation that serves young women living with breast cancer, offers a line of fundraising products in a soft lavender color. The products range from apparel to candles to gardening seeds. All in shades of lavender. Go here to check out the Lavender Trust online shop.

At about the same time, Linda and Chris were both diagnosed with breast cancer. Only at the time of diagnosis, they did not know each other. An online chat room changed all that, when one evening, while Chris was complaining about losing her hair to chemotherapy, Linda was asking if anyone thought duct tape would hold her wig down when she went to the water parks the family was planning on visiting the upcoming weekend. The two women instantly bonded in friendship, and the inspiration of humor and hope sustained them both through the challenges of cancer treatment and the joys of survivorship.

Choose Hope, a business that offers apparel, gifts, buttons and jewelry with messages of hope, humor and inspiration for patients and their families, was born out of their friendship. Choose Hope has an entire line of Cancer Sucks, and a new Danger Chemo Crankiness tee. Choose Hope donates a portion of the business profits to cancer charity. Sadly, Chris, after being in remission, has lost her life to breast cancer. Linda carries on, in honor and memory of her cherished friend Chris.

Linda shares, "Someone once asked me how I can stay so active in the cancer community. Wouldn't it be easier to just walk away from it all and get on with my life? This IS my life! As long as my health remains good, I will continue with this journey. I have met and made some wonderful friends along the way. While I have never cried so hard, by the same token, I have never laughed as hard either. I will remember all that laughter and think of Chris. And I will thank God daily that she came into my life at just the right time." Laugh. Love. Choose hope.