Having served customers who have endured the disease, Balch said she has seen many customers walk through her shop's doors in search of prosthetics and specialty bras after having mastectomy surgery, which involves the removal of a breast to rid the body of cancer.

Cancer also hits close to home for Balch. She lost her father to cancer and her mother and sister had breast cancer.

"I'm a big supporter of women's health issues, especially breast cancer," Balch said. "October is breast cancer awareness month and I want to do something for the cause, which is why I'm participating in Dress Down Day."

Dress Down Day is an annual event held on the first Friday in October to mark breast cancer awareness month. An initiative by the Breast Cancer Society of Canada, Dress Down Day, this year on Oct. 9, involves organizations and businesses participating by having staff donate $5 to dress down for the day.

Since she's the only employee of My Simple Pleasures, Balch said it wouldn't make sense for her to donate $5 to the Breast Cancer Society of Canada. Instead, she will be donating proceeds from all Oct. 9 sales to the organization.

Balch said she's hoping to encourage businesses in Niagara-on-the-Lake to participate in Dress Down Day.

"You can be creative in how you celebrate Dress Down Day," Balch said. "You can have office fundraisers or sell items with money going to the Breast Cancer Society. It doesn't matter what you do, the important thing is the cause."

The Walter Campbell Gallery, which is next door to My Simple Pleasures, has already jumped on the bandwagon. Lynn Campbell, operator of the gallery, said since Oct. 9 is also her birthday, a minimum donation of $2 to the Breast Cancer Society of Canada will result in a free piece of birthday cake and a chance to win a Walter Campbell Halloween print.

Balch said she is the contact person in Niagara-on-the-Lake for Dress Down Day and is willing to drop off posters, stickers and pledge sheets to those interested in participating in the event.

My Simple Pleasures is located at 219 Victoria Street. To get involved, call Balch at 905-468-5752.

For more information on Dress Down Day, visit www.dressdownday.ca.