Early yesterday morning we hosted a breakfast in Harrod’s new Juice Bar with Lauren Bush to launch our FEED for Links of London collection. As Co-Founder and CEO of FEED, the non profit accessories brand that is fighting to reduce hunger worldwide, Lauren has a very busy schedule but flew over from the US especially to present the range and conduct interviews with the press.
The Juice Bar’s black and white geometric tiled floors and white leather seats with bubblegum coloured piping was a fun setting to display the colourful woven bracelets that make up the collection. Stacked pastel-coloured wooden crates filled to the brim with white hydrangeas acted as plinths with the bracelets nestled in the petals on top.
Lauren gave a short talk to introduce the collaboration and explained how this collection will help FEED’s mission.
The collaboration launches mid-November and features 5 colourful woven bracelets each with a silver bead in the shape of a different motif that represents a different intervention in the fight against world hunger. FEED work with The World Food Programme and the sale of these bracelets will provide school meals and food for children in areas of natural disaster, areas of war & conflict and areas with a high HIV/Aids rate. Providing school meals to children in developing countries helps keep them in school, encouraging their education as well as providing them with the vital nourishment they are lacking.
The press were captured by the stories behind each design and we feel we have achieved the aim of both brands: to create desirable jewellery with a conscience. FEED’s mission statement is “To create good products that help FEED the world” and we are proud to have partnered with them.
The 5 silver designs will be available in all of our stores and on our website for £75. Each bracelet is engraved with the number of meals it will provide and is a visible reminder of your donation. This process of building a set donation into each product is something FEED have done ever since the creation of their first bag. The silver waterdrop bracelet helps by providing 500 litres of clean drinking water for one child.
An 18ct gold heart design will be available exclusively to Harrods. At £395 it will provide 250 meals to children in areas with a high HIV/Aids rate.
An 18ct gold leaf design will be exclusive to Holts in Canada.
The illustrations at the event and on the invitation were drawn by Margot Bowman and denoted the emblems on the bracelets as cute characters holding hands.
The bracelets are collectable and look great stacked together. We are adding the whole range to our Christmas wishlist as well as buying them for all our family and friends. The perfect gift that not only looks great but does some good as well.
To find out more about FEED and the projects they are helping around the world visit their website http://www.feedprojects.com/