British brand SVP Jewellery is not only on a mission to change the jewellery industry, but they’re going to fight breast cancer while they do it.
To celebrate the 20th Anniversary of Fashion Targets Breast Cancer, the brand has collaborated with fashion journalist Antonia O’Brien to create the Mono Switch Collection.
Inspired by Fashion Targets Breast Cancer’s iconic monochrome target, the collection features hand-crafted black onyx and white agate stones that are believed to protect and ward away bad dreams and to bring the wearer protection, physical strength, hope and courage.
30% of sales from the collection will be donated to the campaign, which raises vital funds for Breast Cancer Now’s pioneering research.
Founded in 2014 by advertising director turned ethical crusader Sarah Parham, SVP has a simple mantra: Change Is Beautiful. The brand is committed to bringing transparency and traceability to gemstone mining and continues to champion the need to change the way the jewellery industry sources, manufactures and values jewellery.
SVP believes accountability should be applied to the commercial mining of all semi-precious stones, but under no illusion that international change will be achieved overnight, the brand aims to join forces with influential partners to enable this movement to be heard on a global platform.
Sarah Parham, owner and designer of SVP Jewellery, commented ‘We are delighted to be working with Antonia O’Brien ambassador for Breast Cancer Now and Fashion Targets Breast Cancer. Our new Mono Switch Collection has been meticulously hand-crafted in Jaipur by our amazingly talented jewellery workers. The collection was inspired by the charity’s black and white target logo and uses black onyx and white agate — stones that are believed to protect and ward away bad dreams and has been designed to be timeless, with pieces that can be worn and treasured forever. 30% of all sales will go to this amazing charity, for more information or to pre-order contact email@example.com’
In recent years we’ve seen more and more brands lending their support to philanthropic causes, such as Fashion Targets Breast Cancer. And as brands’ attitudes towards philanthropy begin to shift, so too are the buying behaviours of the most influential consumers to date, millennials.
Because they’re so connected, socially conscious and eager to be life participants rather than bystanders, millennials are changing philanthropy in many ways.
According to the 2014 Millennial Impact Report, 88% of working Millennials donated to a nonprofit organization, while 44% also volunteered their time or skills to help out a cause.
This wanting to give back, also drives new buying behaviours. A recent study shows that more than nine-in-10 millennials would switch brands to one associated with a cause and are more likely to volunteer for a cause supported by a company they trust.
To find out more about the collection, or to pre-order, visit the SVP website.
To find out why SVP Jewellery have been awarded the Positive Luxury Butterfly Mark click here