Cass student wins commercial charity jewels comp


Winning design judged by Shaun Leane; will sell through charity store.

A student from The Cass jewellery school at London Metropolitan University has won a competition to create charitable jewellery to be sold online, raising money for the buyer’s charity of choice.

A group of second year students from the East London jewellery school have spent six months developing designs and prototypes for the competition, which was judged in London last week.

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The winning design will be sold through online site M.A.D, a new concept in charity fundraising that donates 100% of the profit of every jewellery purchase after wholesale to the shopper’s charity of choice. Any charity can register for the scheme free of charge, and benefit from additional income without any upfront risk or ongoing costs.

The final judging was overseen by Shaun Leane, with input from a panel including the British Jewellers’ Association chief executive Simon Rainer, the founder and director of M.A.D Spencer Cohen, and jewellery brand J-Jaz’s marketing director Marianne Forest.

The winning designer was Caroline Jackson who created a fuchsia-style pendant in silver with a small gemstone bead under the project name ‘We all need a little help to grow’.

Jackson was praised for her high quality silversmithing, widespread aesthetic appeal, heart-warming concept and potential to generate sustainable income. The gemstone drop is dubbed a "seed" and other seeds in the form of different gemstones can be collected and added to the pendant to represent different flowers and their emotional connotations.

Her design also included packaging in the style of a flowerpot, and the economy of scale costings of her work were mapped out "to generate a healthy and sustainable revenue for charities through the initial one-off purchase and follow up collection of additional gems".

The two runners up and highly commended entries included a contemporary Perspex bangle based around the concept of the healing power of tears and a fluid silver bangle featuring collectible charms.

Leane said of the competition: “The standard of entries has been incredibly high. Let’s not forget these are only second year students. They are just at the beginning of their journey into the centuries old tradition of jewellery crafting, yet they have already exhibited real maturity in not just their designs but their execution and commercial planning.

"I think the idea of being able to buy jewellery online to support any charity you choose is a great concept – it reflects the very personal and emotional nature of jewellery and offers a really fresh, commercial perspective for the charity merchandising market.”

Tags : london metropolitan universityMADShaun Leanethe cass
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