Not a percentage but 100% of the global profit.
That’s the amount Tiffany & Co
. will be donating to charity for every item of jewelry sold from the Tiffany Infinity collection from 1st
July to 31st
August 2020. The beneficiary of this virtuous act, announced at the same time as the gradual re-opening of the company’s flagship stores worldwide, is the humanitarian organization Care (care.org),
which has been battling against global poverty and discrimination since 1945 and, in recent months, has been making every effort to support economic recovery and protect health in the most vulnerable communities affected by Covid-19. The total profit, estimated at two million dollars, will be added to the one million that Tiffany & Co. Foundation already donated in April to other charity organizations to counter the spread of the pandemic. “With this campaign, our customers can join forces with us to spread a message of strength and optimism,” said Anisa Kamadoli Costa, Chief Sustainability Officer at Tiffany & Co. The collection consists of thirty-seven models including bracelets, rings, earrings and pendants in silver, gold, platinum and diamonds. In concrete terms, this initiative will have many positive and diverse effects depending on the countries involved in the donation: in the United States, for example, focus will be on delivering food and essential items as well as attributing a minimum income for the unemployed; in India, subsidies will be given to workers who have been forced to leave their jobs and return to their families in the countryside; in Africa, families with a serious lack of food will be helped. All that’s left to do is make the message viral with #tiffanyinfinity