Shop it Forward

Buying the next elegant gown or glittering bauble need not be a guilty pleasure. Luxury purchases take on new significance as they make a difference to communities around the world, as Grace Ma finds out

iamonds and dresses are a girl’s best friends, and judging by the success of charity campaigns involving luxury brands, those of charities too. Brands such as Harry Winston, Bulgari and Louis Vuitton have been leveraging on their clientele’s loyalty to sell symbolic items whose sales contribute towards the alleviation of problems like poverty and diseases worldwide. At the annual American Foundation for Aids Research (amfar) annual New York Gala in February, jeweller Harry Winston auctioned off a pair of Diamond Links Earrings and launched its limited-edition Countdown to a Cure watches to raise funds and mark its second-year partnership with the foundation. Twenty per cent from the sale of the watches will go towards amfar’s efforts to develop a scientific basis of a cure for HIV by 2020. Fashion house Louis Vuitton partnered the United Nations Children’s Fund (Unicef ) early this year, where every purchase of its Silver Lockit pendant or bracelet contributes $300 to Unicef ’s work in caring for vulnerable children. Another non-profit organisation, Save the Children, has received over ¤30m from jeweller Bulgari’s campaign, which was launched in 2009. Today, ¤75 from every sale of its Save the Children B.zero1 ring or pendant is given to the organisation to provide quality education for children in remote areas and to stem newborn mortality. Bulgari’s CEO Jean-christophe Babin says, “A dedicated jewel is a strong symbol of Bulgari’s commitment. Our clients are sophisticated individuals who search for uniqueness in how they can support a good cause. In these six years, we are delighted to offer them the opportunity to play an active role in improving the lives of over 800,000 vulnerable children around the world.” Local luxury fashion retailer Club 21 allows customers to use their Club 21 member points to support various causes such as buying baby blankets for the Nepali-based One Heart World-wide. The company has also organised Style it Forward campaigns, where customers donate their pre-loved designer wear to benefit non-profit organisations such as the Singapore Committee for UN Women, whose Buy to