House of Brands (HOB), which distributes Alex and Ani in Australia, invited media representatives, digital ‘influencers’ and retailers to learn about the brand’s Charity by Design program at a special presentation on 13 September.
HOB, in association with Alex and Ani, has partnered with Lifeline and the local divisions of RSPCA, UNICEF and the Special Olympics for the initiative. The initiative is an extension of the US brand’s project founded in 2011.
A different charm bangle has been designed for each charity, with 10 per cent of the retail price of each piece being donated to the specific cause.
During the launch event, a panel discussion on the topic We Are All Connected was held with Peter Shmigel, CEO of Lifeline, Felicity Wever, head of UNICEF Australia international programs and Deidre Fraser, operations specialist, global brand relations of Alex and Ani.
HOB CEO Karin Adcock, said retailers had welcomed the initiative as a “simple and effective” way to generate funds for charity.
“It also gives our retail partners [stockists] the chance to talk about sharing positive energy, which is at the core of Alex and Ani,” Adcock explained.
“They [retail stockists] appreciate that our Charity by Design bangles are beautiful gifts – customers feel good when they are able to give back to the community while buying a present for a special someone.”
A point of difference
Adcock said retail stockists were encouraged to participate in the initiative because it offered stores a point of difference as well as the opportunity to share the brand’s “positive message” with consumers.
She added that retailers could also host in-store Charmed by Charity fundraisers, where they could select a local not-for-profit organisation to support and contribute a percentage of sales generated during the events.
In the past five years, Charity by Design has raised US$36 million (AU$48 m) for non-profit organisations across the world.
Adcock said it was important to introduce the scheme to Australia and New Zealand as soon as possible because “giving back to the community lies very close to my heart and [is] something which our entire team is very passionate about”.
More than 60 charities have received funds raised by Charity by Design, while more than 2,000 charities have benefitted from Charmed by Charity events.
the collection
from the launch