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.
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: