Last April, the famous New York jeweler had already donated $1 million to two coronavirus relief funds. As the health crisis is still virulent in many parts of the world, Tiffany & Co. reiterates its commitment and pledges an additional $2 million to CARE, a non-profit organization that helps vulnerable communities affected by the virus.
“In the face of this global health crisis, we must respond to the urgent needs of the world’s population” said Anisa Kamadoli Costa, president of the Tiffany & Co. Foundation, at the peak of the epidemic in early April.
A donation of $1 million was then made to programs aimed at fighting the coronavirus: $750,000 to the World Health Organization’s Covid-19 Response Fund and $250,000 to New York City’s Covid-19 Response and Impact Fund. “We are proud to support organizations that provide immediate support to affected communities, including in our city of New York” the President said.
At the very beginning of July, the American jewellery company is renewing its commitment: it will donate at least an additional $2 million to a coronavirus relief fund through a new collection called “Infinite Strength”, a donation that it will adjust accordingly if sales exceed this amount.
Tiffany has indeed pledged to donate all profits from sales of its Infinity collection to the charity Care, which will provide financial assistance to vulnerable communities affected by the virus, including women and people of color.
According to Tiffany, funds from her donation are expected to reach at least 80,000 people, including in the United States as well as India, China, Southeast Asia and southern and eastern Africa.
Care organization has particularly focused its efforts on those facing rising unemployment, while also providing assistance to small businesses and support for women in developing countries and underserved communities.
“I think COVID-19 and 2020 have reinforced our core values as a company. Our core values of sustainability and our core pillars of interconnectedness between people and planet. These times help us double down on our efforts more broadly” said Anisa Kamadoli Costa, who is also Tiffany chief sustainability officer.
She added that the Infinity collection – introduced to the market in 2015 – is one of Tiffany’s best-selling collections, and was strategically chosen for this initiative because of its wide range of options.
“One of the things I really like about this program is that there are 37 styles in the Infinity collection with prices ranging from $150 and up. There is not just one item to purchase, it’s very accessible. Designs span rings, pendants, bracelets — there’s so many different metals” she said.
The Infinity collection was also chosen because of the symbolism of the Tiffany Infinity design, which represents strength, optimism and social connection.
The initiative was also launched to celebrate the reopening of Next Door, Tiffany’s flagship store on Fifth Avenue in New York City, which began receiving customers again last Wednesday.
Featured photo : © Tiffany & Co
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