By Lauren Bishop / Enquirer staff writer

Some of this summer's chic bracelets have a conscience, and perhaps the hottest one right now is a bright yellow wristband imprinted with the words "Live Strong."

The $1 wristbands are being sold as part of a campaign to raise $5 million for the Lance Armstrong Foundation, which the champion cyclist and testicular cancer survivor created to help people who are living with the disease.

Rich Martin, a financial planner and cyclist who lives in Eastgate, didn't hesitate to buy 10 of them last month when he saw them advertised on Armstrong's Web site.

Martin was diagnosed with non-Hodgkin's lymphoma 13 years ago, when he was 22. He's now cancer-free, and says he hasn't taken off the wristband since he put it on.

"It's a good way to remind myself that I'm lucky I'm still here to wear it," Martin says.

Yellow is the color that symbolizes cancer awareness, and it's also the color of the jersey awarded daily to the leader of the three-week Tour de France bicycle race.

Local cyclists and celebrities, including Bruce Willis, Serena Williams and Armstrong's girlfriend, Sheryl Crow, are arming themselves with the wristbands. About 2 million have been sold online to date, says Michelle Milford, spokeswoman for the Lance Armstrong Foundation. Even the champ's competitors are buying them.

Martin hasn't taken off his own wristband, and says he's given away others to people who have sponsored him in the Ride for the Roses in Austin, Texas, in October.

Andy Kennedy, a 33-year-old Fort Wright resident and cyclist, wears his wristband because his mother is a breast cancer survivor. He also ordered 10, and quickly gave them all away.

"I could have given away a thousand," he says. "Everybody was asking for them."

Stores can't keep up with the demand. Montgomery Cyclery ordered 50 wristbands for each of its five stores, and all have sold out at the Montgomery Road location, says manager Rob Reeves.

The wristbands can be purchased online at www.laf.org.

If you're looking for something a little more feminine, there's a bevy of awareness bracelets to choose from. Here are a few:

• She Beads,hand-rolled, clay beaded jewelry created by Cincinnati native Sandy Rueve, are available covered in either pink or teal ribbons to symbolize breast cancer or ovarian cancer awareness. A portion of the proceeds is donated to the Pink Ribbon Girls, a support network for young women with breast cancer, and the Chicago Ovarian Cancer Alliance. Information: www.shebeadsonline.com.

• Elisa Ilana Custom Designs, based in Omaha, Neb., features bracelets made of sterling silver, freshwater pearls and either pink or red Swarovski crystals; 10 percent of the proceeds benefit either the Susan G. Komen Breast Cancer Foundation (pink) or the American Heart Association (red). Information: www.elisailana.com.

• Beads for a Cure, based in British Columbia, sells glass bead and crystal bracelets in a variety of colors corresponding to different kinds of cancer. Owner Shari Slonski, who battled breast cancer, donates some bracelets for fund-raising events and gives up to 20 percent of her proceeds to cancer organizations in her area. Information: www.beadsforacure.com.

E-mail lbishop@enquirer.com