Jewellery brand Kimjoux Fine Jewellery has claimed that Black Friday has lost its meaning and is launching a new initiative to combat that.

It said that instead of buying things they do not need because of discounts, consumers are spending more responsibly.

In this vein it is holding a charity raffle for a custom gold signet ring, in benefit of charity Smart Works.

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Smart Works aids the careers of unemployed women by dressing and coaching unemployed women for upcoming job interviews.

The brand revealed in a statement: “By buying a £5 raffle ticket, you will be in a chance to win their newly launched Faceted Kore Signet ring in 14k gold, whilst supporting Smartworks and their wonderful work. The ring retails for £625.”

The ring is a Kore Signet ring in the winner’s choice of gold colour, with the option to customise by choosing a gemstone and adding engraving.

Tickets can be bought until 9 December and the winner will be announced the following day.

Kimjoux is not the first brand this year to express a negative sentiment about Black Friday sales.

Lebrusan Studio has boycotted the traditional discounts. Read more below:

Jewellery brand in Black Friday sales boycott as it refuses to give into discount pressure