At Pueblo Mall, tucked between chain retailers and food court staples, a small store is quietly rewriting the breast cancer journey—one free shopping spree at a time.

Rick Baker, founder and executive director of the Becky Baker Foundation, named it after his late wife Becky. 

After discovering a bb-sized lump, the healthy, athletic homemaker was diagnosed with stage 4 breast cancer. She outlived her initial three-month prognosis by more than three years before she died in 2013.

“I don’t want our story to ever become your story,” said Baker.

Launched in 2019 to provide free mammograms and thermograms, the foundation expanded its mission through a partnership with the United Breast Cancer Foundation and Pueblo Mall’s generous offer of a rent-free space. The Survivors Resource Center opened in September 2024.

The store is the only one of its kind in the nation.

Baker said the store, which receives brand-new merchandise weekly in huge bulk Gaylord containers from the United Breast Cancer Foundation, has already helped over 4,000 families in Pueblo, Colorado Springs and Denver in its first year of operation. 

The tables, racks and shelves are filled with clothing, shoes, accessories, household goods, holiday merchandise, baby items and personal care products, including wigs and make-up. 

EVERYTHING IS NEW

These items address needs, increase self-esteem and make finances go further when survivors pay medical bills and take time off work to recuperate.

Baker estimates that in the store’s first year of operation, around $4.2 million in merchandise was distributed.

Registered shoppers (breast cancer survivors or immediate family members of breast cancer patients) are allowed to take home up to 15 items at one time. One hour-long shopping appointment is permitted per month. To honor the store’s purpose, items should only be shared with immediate family and must not be resold.

The store is staffed entirely by volunteers, all of whom are breast cancer survivors or family members.

Baker said the store allows four families to shop per hour. 

“Sometimes we may have 25 or 30 in the store if they bring other family members with them,” he said. “Any more than 30 at a time gets crowded.”

FROM GRIEF TO GIVING

Baker, a golfer, writer and retired business owner, also authored the 2021 book “A Guy’s Guide to Everything Breast Cancer,” available on Amazon.com. 

“Our philosophy at The Becky Baker Foundation is that health is not just the absence of disease, but a state of complete physical, mental and social well-being,” said Baker. “We strive to promote holistic health and wellness through our services and patient education programs.”

On a Friday morning in late August, two breast cancer survivors, Jennifer Simko and Tonya Tenorio, 51, were shopping at the store for the first time. 

Simko was shopping for clothing, hair products and household items alongside husband Nate and mother Janice Berckefeldt, who was visiting from New Mexico.

Since receiving her cancer diagnosis in late December, Simko said she’s undergone five surgeries. “For me, being here in this wonderful store makes me feel cared about.”

Tenorio, a hair salon owner in Cañon City, said battling breast cancer has been the hardest experience she’s ever gone through.

“This store is amazing,” she said. “It’s hard to describe, but I feel blessed that [Baker] cared enough to think of others battling cancer.”

Her life changed dramatically when, at age 37, she found a cancerous tumor the size of a golf ball in her breast. Most medical insurance only covers the cost of a mammogram starting at 40 years. 

Since that startling revelation, Tenorio has worked diligently to promote early breast cancer detection in her community by supporting local organizations focused on increasing breast cancer funding.

“It has changed me,” she said, referring to her breast cancer journey. “I’m grateful to God that I can create change by acting and not just talking.”

Both women agreed they can’t thank Baker enough for opening the store, where survivors feel welcomed, accepted and provided for.

CLOTHED WITH COMPASSION

Store volunteer Theresa Bachicha first came to the store as a shopper. Today, she volunteers two days a week when she is not working at the Pueblo Post Office. She explained that going through her own difficult battle against breast cancer, which put her in the hospital twice, is why she wants to help others fight the disease.

“Shoppers often share their own stories when they come to the store,” Bachicha said. “There are lots of hugs and lots of tears. It’s rewarding to be here for them. It gives me purpose.”

Debbie Dorrance, another store volunteer, said helping other breast cancer patients and survivors puts her own medical issues into perspective. 

“It’s a blessing to hear their stories and share their laughter and their tears,” Dorrance said.

But, according to the statistics, breast cancer rates are on the increase. Baker said diagnosis records show that in 2017, one in eight Americans had breast cancer. Two years later in 2019, that rose to one in seven. Today, Baker said one in five Americans contract breast cancer.

Medical studies show that only 5% of breast cancer sufferers have hereditary markers. Some medical studies suggest that overindulging in sugary foods and alcohol, along with high levels of stress and living in an unhealthy environment, may be leading causes of breast cancer. 

Baker wants the public to understand that it is never too late to adopt a healthier lifestyle, proven to be a powerful deterrent to breast cancer.

As alarming as those diagnosis trends may be, Baker said he’s still hopeful that more people will schedule regular mammogram screenings, participate in the growing number of breast cancer support groups and educate themselves about the disease.

“I believe breast cancer is preventable,” said Baker.

TO MAKE AN APPOINTMENT

Becky Baker Foundation Survivors Resource Center | Pueblo Mall • 3429 Dillon Drive | 10 a.m.-2 p.m. • Monday, Tuesday, Thursday & Friday | Visit their website or call 719-253-9852

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