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Jewelry for a Cause
Buyer's Choice


Whenever you talk to retail jewelers about what really makes their business tick, the answer is invariably the same: passion. It’s this passion for the profession that sets the independent jeweler apart from their retail competitors. Such passion is carried through for clients and the community, above and beyond the profit motive. This month, we talked to independent jewelers about cause-related jewelry they sell. Most had a fervent interest. Indeed, when Modern Jeweler asked retailers about selling jewelry that benefited charities, many were so supportive they had commissioned or designed cause-related jewelry items that were often exclusive to their stores.

Many retailers use symbolic designs, such as the pink ribbon, which gives added meaning to the wearer. These jewelry pieces often merge as part of fundraising events for charities the jewelers support in their communities. One of the most popular beneficiaries for proceeds from sales of cause-related jewelry is cancer, specifically breast cancer, a disease that strikes nearly 250,000 women a year. Children’s charities and environmental protection are other major causes. Jewelers’ kindness doesn’t even seem to be species-specific, since humane societies and other animal related causes are also popular.

Some jewelers also report that they have seen an increase of sales of these cause-related items through their web sites from new customers. While consumers may be doing Internet searches to find loose diamond deals on-line, they also are using searches to find cause-related jewelry items—and a jeweler who shares their passion for a good cause.


18k gold, diamond, and pink tourmaline brooch

Diana Vincent Jewelers’ 18k gold, diamond, and pink tourmaline brooch benefits the Healing Consciousness Foundation, which supports women and men afflicted with breast cancer, (215) 493-0969.

small horn pendant, in 14k gold with

Wild Side

“It is beautiful when a designer is able to draw inspiration from nature like Alex Woo did on her trip to the Sabi Sands Private Game Reserve and Kruger National Park in South Africa and give back for that inspiration. I love the weight and design of the ‘Sweni’ collection. It’s a natural femininity that is simple and timeless.”
— Kathy Azarmi-Rose, Kaviar & Kind,
Los Angeles, California

Alex Woo’s “Sweni” small horn pendant, in 14k gold with
diamonds, benefits the Africa Wildlife Fund, (212) 226-5533.

18k gold pendant

Wear a Smile

“I look at Zalemark and Operation Smile as having the same business: to sculpt and create beauty. Operation Smile has given many children in third world countries a chance for survival. I decided to design a pendant that reflected Operation Smile’s symbol, and then three additional pendants. Thirty percent of the proceeds go to Operation Smile. A percentage of sales from our Demeter line also goes to the organization. I believe it is a chain reaction of karma. Karma is a big part of the company and has been reflected throughout Zalemark and Operation Smile. It is an instant gratification to see how you have changed a child’s life for the better.”
— Steven Zale, Zalemark, Sherman Oaks, California

Zalemark’s 18k gold pendant supports Operation Smile, (818) 728-4741.

pendant

A Child’s Place

“This is the second piece Fred Meyer has designed for the National Court Appointed Special Advocates for Children (CASA). The pendants symbolize the CASA logo. The response from customers has been great. Overall the company has sold more than a hundred pendants. We have pamphlets that give background on CASA and the pendant. The launch of the CASA diamond pendant has helped to maximize our sales and get an important message across. We also have had an overwhelming response from the breast cancer items.”
— Connie Challis, Fred Meyer Jewelers, Vancouver, Washington

Fred Meyer Jewelers donates $10 of every sale of its CASA pendant to help children, (800) 457-5977.

pendant

A Helping Paw

“I have had many people close to me affected by breast cancer. I believe that animals help everyone get through tough times and overcome difficulties in their life, so I created the ‘Paws for a Cause’ necklace. The paw print is generic enough, but gives an impact to dog lovers who have been affected by breast cancer. Five percent of the proceeds go to the Susan G. Komen Breast Cancer Foundation. I plan to expand the necklace into other colors to benefit other charities. I am also working on a piece for Dogs Who Care. It is my little way of giving back.”
— Andrea Levine, Andrea Levine Jewelry, Wilmington, Delaware

Andrea Levine’s “Paws for a Cause” pendant supports dog lovers who suffer from breast cancer, (866) 912-7333.

pink ribbon collection

Fishing for a Cure

“MacDaddy’s pink ribbon collection is doing fantastic. The price points are great and add a novelty for someone. I have a whole case dedicated to the breast cancer lures. About 10 percent of the proceeds go to groups and foundations towards breast cancer prevention and recovery. It is a simple novelty that has a strong meaning. Many of my customers hang it in their office or wear it as a necklace. I promote the line and the prevention of breast cancer through pamphlets and handouts. During October, which is breast cancer awareness month, sales are even stronger.”
— Travis McBurney, All That Glitters, San Luis Obispo, California

MacDaddy’s pink ribbon collection supports breast cancer research, (805) 234-4789.

pendant

Hope Filled

“The foundation of Love & Pride is based upon philanthropy and that includes other charities. The Matthew Shepard charity is especially dear to me because it deals with violence against minorities, which I feel is one of the most inhumane behaviors and it needs to be addressed. After meeting Judy Shepard, Matthew’s mother, I felt we should be part of it and it was very clear to me what the jewelry would look like. It needed to be universal, unisex, and ageless. The message is simple: erase hate, period. This involved all types of hate and prejudice, not just against gay people.”
— Udi Behr, Love & Pride, New York

Love & Pride’s titanium “Erase Hate” pendant, suggested retail $59.
All proceeds are donated to the Matthew Shepard Foundation, (866) 808-LOVE.

sterling silver charm bracelet

Strength and Support

“Rembrandt Charms’ breast cancer charm bracelet has been doing well. The proceeds go to Rembrandt and then processed to the charities. We participate in a lot of charity organizations. We worked with Rembrandt to create charms for donations to the Hurricane Katrina relief organizations. We also worked with a company after 9/11, and they designed a U.S. flag charm. Whether people buy the breast cancer charm bracelet or not they always ask questions and express their awareness. We also sponsor the Susan G. Komen walk in Louisiana. We do our best to make a difference.”
— Ben Baham, Bailey’s Fine Jewelers, Shreveport, Louisiana

Rembrandt Charms’ sterling silver charm bracelet supports breast cancer awareness, (800) 828-7840.

malachite bracelet

Just Say Green

“We are just beginning to launch the green bracelets by Simmons Jewelry Co. in our stores. We are trying to expand the Simmons men’s line and the green bracelet into all Kay stores and the Jared division. When we learned of the mission of the Diamond Empowerment Fund we were proud to do our share in helping young people in Africa achieve success. The DEF provides support for non-profit educational organizations in Africa. Simmons donates more than $20 to the DEF for each bracelet it sells to retailers. We also help to raise donations for the St. Jude Children’s Research Hospital. In Akron, we work with over 30 local organizations.”
— David Bouffard, Sterling Jewelers, Akron, Ohio

Simmons Jewelry Co.’s malachite bracelet benefits the Diamond Empowerment Fund, (917) 339-2800.

18k gold pendants

Giving Back

“We have carried Mauri Pioppo’s collection for a long time and our customers really identify with it. She always has a cause and she gives back. It’s been a part of her philosophy and our customers know about it. Her ‘Paws for a Cause’ collection has been popular—15 percent of the proceeds go to the American Society for the Prevention of Cruelty to Animals. The latest is her ‘Live Green’ collection made of recycled gold, and proceeds go to the National Resource Defense Council. Customers appreciate jewelry they can buy that gives back.”
— Brittany Dawers, Fred Segal, Santa Monica, California

Mauri Pioppo’s animal 18k gold pendants benefit ASPCA, (212) 255-6181.

pendant

On an Angel’s Wing

“Fragments has a long history of linking fashion to charitable causes. We collaborated with the Huichol Center for Cultural Survival and Traditional Arts, a center devoted to preserving and enhancing the lives of the Huichol, an indigenous people in Mexico. Their handwork beaded jewelry adorned the wrists of celebrities and the strong sales and donations to the project endowed the Huichol economy. One of the latest examples is Ashley Morgan’s sterling silver angel wing pendant, a fashionable item that connects with a worthy cause, Presents for Purpose, which helps bring joy into the lives of those affected by cancer.”
— Janet Goldman, Fragments, New York

Ashley Morgan’s sterling silver “Angel Wing” pendant benefits
Presents for Purpose, which funds CancerCare, (415) 205-6228.

14k gold charm bracelet

Survivor Charms

“I originally designed a breast cancer survival bracelet for my sister. Everyone asked her where she got it, so I decided to produce it in sterling silver and 14k gold and sell it. All proceeds go to the Fox Chase Cancer Center in Philadelphia. There are six charms that represent the stages one goes through when dealing with breast cancer. The first charm represents the woman and the second represents how the cancer hits you like a lightning bolt. The third has a teardrop to show the emotion you deal with. The fourth is a heart to show the courage you find within. The fifth is the awareness ribbon. The last charm is a star to represent that you have overcome the cancer to shine.”
— Liz Broussard, Classic Charms, Cedar Park, Texas

Liz Broussard for Classic Charms’ 14k gold charm bracelet supports the Fox Chase Cancer Center, (866) 324-2767.