Gemfields teams with activist for charity bracelet

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Good Deed bracelet features 100 ethically-mined amethysts.

Gemfields has partnered with activist Mary Fisher to create a collection of 100 Good Deeds bracelets, designed to raise funds for female education and support across the globe.

Supported by Gemfields’ brand ambassador Mila Kunis, the new Good Deeds bracelets feature 100 ethically-mined Zambian amethyst beads in order to showcase the benefits of ‘giving back’ to communities around the world.

The limited edition bracelet design made its debut in May at the Couture Show in Las Vegas, and is now available to purchase throughout December.

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100% of proceeds from sales of the $475 design will be donated to the Abataka Foundation, a non-profit organisation that provides economic and educational opportunities otherwise unavailable to women and girls across the globe.

The bracelets have been handcrafted by vulnerable women in Zambia using amethyst beads and fine braided nylon cord, gold-plated buttons and a single rubber counter. The bracelet can be wrapped around four times and adjusted for a personalised fit.
According to an official press release: “Each time a good deed is performed anonymously, whether large or small, the rubber counter is moved one bead closer toward the ‘1GD’ button until 100 Good Deeds are completed.”

Alongside the bracelet, Gemfields will launch a supporting photo series featuring Mary Fisher and the women who will benefit from the project, shot by photographer Alex Franco.

Fisher commented: “The motivation behind the 100 Good Deeds collection is to inspire simple acts of kindness around the world. Each bracelet is a reminder to spread positive change through action and fulfil our mission to Do Good, One Deed, One Bead, One Act of Kindness at a Time.”

Gemfields chief executive officer Ian Harebottle, commented: “The 100 Good Deeds bracelet is an inspiring and impressive project, not only because it supports so many vulnerable women all around the world through the making of these colourful bracelets, but the scope and scale of the movement is so exciting."

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