For a time, 100% of the money made specifically from the Tiffany Infinity collection will go to supporting the financial resilience of communities affected by COVID-19 - which disproportionately affects women and people of colour.
The brand has also pledged a minimum commitment of US$2 million to ensure the strength of the donation.
The funds will be donated to CARE, an organisation with a mission to help the most vulnerable people in society. CARE is known for its commitment to the dignity of people, and the worldwide movement of ending global poverty
This particular partnership with Tiffany & Co will help up to 80,000 people meet immediate needs, close the gap due to lost wages, attain added financial resilience, provide financial continuity to small business and unlock the powerful potential of women and girls in the developing world who are hit hardest by poverty.
“With this campaign our customers can join Tiffany in spreading a message of strength and optimism,” said Anisa Kamadoli Costa chief sustainability officer at Tiffany & Co.
“The Tiffany Infinite Strength campaign reflects our commitment to providing support for the most vulnerable communities affected by COVID-19, whose recovery is critical as the world begins to move forward.”
The Tiffany Infinity was chosen specifically but its motif is a powerful symbol of strength and optimism - a timeless symbol of continual connection. All 38 styles in the Tiffany Infinity collection will be included in the Tiffany Infinite Strength campaign.
Designs span bracelets, rings, earrings and pendants and will be available in white, yellow and rose gold, platinum and sterling silver, with select styles set with diamonds. So, if there was something from this collection that was on your wishlist, now is worthwhile time to make your purchase - if you have the means.
This commitment follows on from The Tiffany & Co. Foundation’s April donation to coronavirus-related causes - which in turn supported the COVID-19 Solidarity Response Fund for the World Health Organization and The New York Community Trust’s NYC COVID-19 Response & Impact Fund.
Throughout this pandemic, the fashion community has come together to offer support and this announcement from Tiffany & Co is just the latest. We've also seen support from luxury brands making face masks for health workers and providing grants for small businesses.
Tiffany & Co.'s Infinite Strength campaign runs from July 1 to August 31.