For the sixth annual Pink Bedroom Party, hosted by the Jeanne Lottie accessories brand to benefit cancer research at the Hospital for Sick Children and Princess Margaret Hospital, Jeanne Lottie president and event founder Jane Ip took a new approach to the all-pink fund-raiser, held Thursday. The event, a sit-down dinner traditionally held at the Liberty Grand, took on a cocktail party format and moved to Berkeley Church.

“We found that right now people don’t really want to spend that much—time-wise too—to go to a dinner charity event that they have to pay more than $250 for. That’s what we charged previously," said Ip, who set a $50 price for this year's tickets. "This is so much easier," she added. "We don’t need to assign tables...people just buy a ticket and come."

In an effort to boost awareness and offset a potential drop in fund-raising dollars, Ip also called on individuals and corporations to join the Pink Bedroom campaign by hosting their own fund-raisers prior to Thursday’s event. “We had about five pre-parties this year. It’s such a new concept, we need to promote it a bit more next year,” Ip said. “It’s a great way to publicize the main event, and the hosts feel that they’re part of it.” In exchange for registering pre-party events on the Pink Bedroom Web site, organizers received free tickets to attend the benefit and a V.I.P. swag bag.

More than 600 guests attended the benefit, which organizers promoted with the tagline “Let’s Spend the Night Together.” Guests were encouraged to wear "bedroom-inspired” party attire to the party. “It’s fun, sexy, elegant—and pink,” Ip said of the event.

Organizers wrapped pink feather boas around the stair rail at the entrance to the venue and a plush pink carpet lay inside the door. Mini pink beds served as centerpieces in the upstairs V.I.P. lounge, and bedroom furnishings dressed the stage where models showcased Jeanne Lottie handbags and lingerie looks from Utb Untouchable during an 11 p.m. fashion show.

CFRB radio personality Bill Carroll served as M.C., and the Silent Auction Company arranged silent and live auctions. Servers offered hors d’oeuvres inspired by David Rocco's Dolce Vita, catered by Mario Vena of La Reserve Restaurant.

Event sponsors included Spanner, Bertozzi Epicure, Newstalk 1010 CFRB, Cadillac Fairview, LouLou, Outdoor Broadcast Network, The Globe and Mail, Clarins, IWD Canada, David Rocco's Dolce Vita, Cambria, and MortgageMatchMaker.ca.