Alexis Bittar and Jimmy Paul Collaborate for Living Beyond Breast Cancer
Jessica Hardy
Updated on March 20, 2026
Jewelry brand Alexis Bittar is going into its third year supporting the Living Beyond Breast Cancer organization.
October is Breast Cancer Awareness Month, and this year for its breast cancer awareness initiative, Alexis Bittar has teamed up with hairstylist Jimmy Paul for a campaign featuring women who are undergoing active treatment for breast cancer.
Alexis and Paul have been friends for decades, and when Bittar and his team came up with the concept for the campaign, Paul immediately wanted to loan his expertise about wigs and hair loss.
Bittar invited five women to partake in the initiative, and Paul transformed them before one-on-one chats with Bittar. The teams came together to create what each woman wanted to convey aesthetically.
The goal of Bittar’s initiative with Living Beyond Breast Cancer is to raise both awareness and funds. The video interviews with the five women are now available via Alexis Bittar’s YouTube channel. To help raise funds for LBBC, Alexis Bittar is having a store-wide and site-wide sale for 48 hours. The in-store sale takes place on Oct. 4 while the site-wide sale runs on Oct. 4 and Oct. 5. Fifty percent of all online and in-store sales will go toward LBBC.
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The women in the videos opted for different hairstyles — some bald, some with regrowth hair and some with wigs provided by True Indian Hair Co. The goal was for the women to convey how they want to be in the present, rather than who they were prior to diagnosis.
LBBC raises funds to support the hardships of practicalities women face when they receive a breast cancer diagnosis. LBBC helps breast cancer patients pay rent, organize transportation to cancer therapies, network with other families going through the same diagnosis, offers therapy support for children of women who have been diagnosed with Breast Cancer and creates jobs within their organization for advocacy.
