Ethical brands add pearly twist to Elephant Parade

Yunnan-elephant.jpg

Fifi Bijoux and Jersey Pearl team up for Singapore showcase.

Ethical jewellery brand Fifi Bijoux and carbon neutral pearl company Jersey Pearl have joined forces to take part in the Elephant Parade in Singapore.

The companies are part of an open-air exhibition of 150 life-size fibre glass baby elephants that will be on show at locations across the city until January 6 2012.

The brands have created an elephant called Yunnan – named after the region where Jersey Pearl farms its pearls – studded with freswater Jersey Pearl pearls and hand-painted piece by Vivien Johnston, founder of Fifi Bijoux.

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It will be on show at the TANG Plaza close to Singapore’s shopping area Orchard Road and will auctioned by Sotheby’s in January next year with part of the proceeds from the auction going to The Asian Elephant Foundation and the conservation fund of Wildlife Reserves Singapore.

Jersey Pearl managing director and wholesale director Mike Taylor said: “We were thrilled to be presented with opportunity to be part of this exciting project. As the only carbon neutral pearl brand in the UK, we are passionate about highlighting the environmental benefits of pearl farming.

“The wonderfully organic process nurture areas of outstanding natural beauty. There aren’t many agricultural or industrial processes which are inherently beneficial for the environment.”

Fifi Bijoux founder Vivien Johnston said there was no hesitation about taking on the project.

"The Elephant Parade organisers approached me earlier this year to ask if I would take part in this fantastic event. I didn’t hesitate to accept; I’m in awe of the power and vulnerability that elephants display.

"Recently, I visited the Pinnewela Elephant Orphanage in Sri Lanka and was able to sit very close to the elephants bathing. I had to be torn away, I could have watched them for ever."
 

Taylor described the Elephant Parade as a fantastic charitable enterprise that “we have loved working alongside”. Other artists include fashion designer Henry Holland, singers Joss Stone and Leona Lewis and TV personalities Cat Deeley and Ricky Gervais. Famous milliner Philip Treacy has also been involved in this year’s parade.

 

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