Alex and Ani partners with charities down under

Eco-conscious jewellery brand Alex and Ani recently launched its Charity by Design program in Australia during a fabulous event held at Japanese restaurant Sake at the Rocks, Sydney.

Partnering with Lifeline as well as the RSPCA, Unicef and the Special Olympics, Alex and Ani has created a symbolic charm bangle for each charity with 10 per cent of the retail price going directly to the organisations.

“In Australia, Charity By Design begins with four key partnerships―the Life Preserver bangle will raise funds for Lifeline, the RSPCA bangle is Prints of Love with a paw charm, Unicef has the Bright Future bangle and the Special Olympics bangle has the Power of Unity charm,” explains Karin Adcock, founder and CEO of House of Brands, which distributes the jewellery brand in Australia.

“We donate 10 per cent of the retail price of each bangle to the appropriate charity. Alex and Ani will add to the Charity by Design collection as new partnerships with local and global charities are established.”

Charity by Design was created to give back to the community and spread positivity across the world―it is at the core of everything Alex and Ani does as a company and was the central theme for the launch, hosting a panel discussion on the topic, ‘We are all connected’.

MC for the day was former Miss World Australia, Erin Holland, and panel guests included Pete Shmigel, CEO of Lifeline and Felicity Wever, head of international programs for Unicef Australia as well as Deidre Fraser, global partnership manager, Charity By Design. Kelly Walton, community, education and training officer for the RSPCA and Sharon Nixon and Karen Miller from Special Olympics were also on hand to chat to guests.

“The event was well attended by media and influencers who were moved by the personal stories shared by the panel. Pete Shmigel talked about his son, Tim, who had made three attempts on his own life and miraculously survived. Funds raised for Lifeline will help more Australians to have 24/7 access to telephone counselling in times of crisis,” adds Adcock.

“Felicity Wever from Unicef revealed that even small amounts of money can make a big difference to children in emergency situations. For example, just 20 cents can give a child access to clean water for eight days.” 

In just five years, Alex and Ani in the US has donated over $US36 million to not-for-profit organisations across the globe and Adcock says she has big plans for the brand in Australia.

“The Charity by Design program will support in-store events at partner retailers and Alex and Ani stores that will boost donations to the four charities. As part of its commitment to give back to local communities, the brand will also support a variety of local charities across Australia with additional in-store events.”

By Marion Gerritsen

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