For Gig Harbor resident Xochi Madera, starting a businesses came after devastating news. In 1999, Madera was diagnosed with cancer. Having had no symptoms but one day realizing something was very wrong, she thought of various things — but “never thought cancer.” The carcenoid tumor, which started in her kidney, had moved on to the liver. At this point, Madera did not know how long she had to live.

Two years later, Madera launched CancerGifts.com, an online gift-basket store designed for cancer patients and their caregivers. Knowing first-hand what cancer patients and their families go through, Madera includes thoughtful items in the baskets that range from socks to keep feet warm during chemotherapy treatments, to mint tea to help with nausea, to inspirational books, calming music and items that bring humorous relief — such as hats that say “Cancer sucks” or mugs that say “I didn’t survive cancer to die of stress.”

An even more important part of the baskets is free information, anything from online resources to tips and support group numbers.

The idea for the business grew, in fact, from her need to share information. Four years before her own diagnosis, her father was diagnosed with liver cancer. As the only child, Madera flew to California and became his primary caretaker, and found it difficult to find resources on how to cope.

“There was no place to easily find any information, support and inspiration,” she says. “I was hungry for any books, anybody else’s story — how do caregivers get through it? You just get thrown in there and hope for the best… I thought, ‘Someone should do something about that.’”

After her father’s passing, Madera returned to her life in Gig Harbor, where she and husband Frank own Madera Woodworking, which installs custom cabinets. She started volunteering at the local hospice and a Gig Harbor-based based program “Improving Care through the End of Life” managed by Franciscan Health Systems. The idea of a gift basket business floated away — until cancer knocked on her door.

“I figured if I didn’t do it now, it may never happen because I didn’t know how much I had to live,” she says.

Madera started documenting her cancer experience on videotape, envisioning a documentary to help people cope with the disease. But she needed a way to get information out immediately — and CancerGifts.com was born. Originally she considered a nonprofit, but that would have required a long wait, and she needed to get the books and booklets out: They weren’t helping anyone by sitting in her garage.

“To alleviate the fear of the unknown is so helpful. As you read somebody else’s story and what happened with them and how they dealt with it…it’s like having a support group,” she says. “If I find something that’s really inspiring, I’ll take it and design a basket around it.”

Starting out with three baskets and a Website designed by a teen-age acquaintance, Madera faced a sort of a disaster. Not knowing the first thing about bows, wraps and presentations, her startup took over the living room and other parts of the house.

Madera enrolled a few friends for help. Georganne Trandum, a friend and director of the end-of-life program, taught her how to tie a bow. Another friend test-marketed the baskets at her California store. For products, Madera used things that helped her and other cancer patients she knew. As a previous retail store owner, she already knew about buying wholesale and working with vendors.

The store went online on Dec. 31, 2001. By next spring, orders were increasing, and by fall, Madera was busy. Now, the site is at the top of search engines. The company offers 14 baskets for various needs — men, caregivers, patients undergoing chemo treatments, breast cancer, inspiration, encouragement and others. Baskets for people approaching end of life or those grieving after losing a loved one are also offered, but are not advertised. Madera says she doesn’t need the money; the business is a way for her to share what she knows, and in a way, therapy.

“I put a big, giant piece of myself in it,” she says. Volunteers and friends help Madera fill the orders. Every basket is individualized based on what she learns about the recipient, and the colors and information are tailored accordingly. Presenting the basket “with the spirit it was put together” and making sure it’s exactly what the person needs is the challenging part. Sometimes she gets excited and inspired to create a new basket, but can’t rest until it’s presented right.

On a recent week, for example, she’s been getting ready to add a new “cope and courage for couples” basket the Website, and “something was just not right.” One morning, “it just came” to her, as she thought: “It needs to be pink! Not blue.”

Those are perhaps the simpler moments of realization. Madera says she no longer questions things, like how orders seem to wane when she goes into treatments or feels very sick, and pick up again when she is better.

“I was more often just the hands. It wasn’t just me, it’s definitely guided by a higher power,” she says. “I listen now… When you do what you’re supposed to be doing, the universe opens up and guides you along.”

Madera has had some close calls since her diagnosis. A liver embolization treatment nearly killed her, but doctors said she bought 15 years of life after making it through. There has been no new growth of cancer cells, but that doesn’t mean the battle was won: Leftover cancerous cells remain.

Everything is about attitude, she says. On days when she doesn’t feel well, she’ll come to the office in the garage and start filling baskets, and that lifts her up.
“I think some customers don’t realize how personal it really is and how much care we put into the baskets,” she says.

She keeps in touch by e-mail with many customers, and shares what she knows with anyone who comes into her life. As she sends her orders to people facing devastating or tragic situations, she doesn’t feel negatively affected because “I’m doing something to help them.” Yet, when she learns of a customer’s passing, it hurts.

Being around death and dying for so long alleviates her fears as she understands it better. There is one big consideration that weighs on her: “When I die, (the business) needs to move forward and continue to help people.” She has arranged with the End of Life organization to take over when the time comes and will eventually train their staff.

Madera doesn’t seem to threat over her fight with cancer. Energetic, positive and uplifting to others, she keeps her schedule filled with the two businesses, the volunteering, gardening, meditating, bike riding — and the shots in between, once a month. Is the cancer behind her? She hopes so. But there is still work to be done, like finishing up that video. Three production companies are considering it, but Madera is not rushing. “God is waiting for the right time to go into production,” she says. “But it will!”

(Editor’s Note: Reach KPBJ community correspondent Rodika Tollefson at 360-876-7900 or rtollefson@wetapple.com.).