Jewellery brand teams up with charity to offer food, water and aid.

Links of London will launch a collection of charity friendship bracelets next month in partnership with FEED, an initiative which supports people suffering due to drought and famine or affected by natural disasters.

This morning Links of London unveiled the FEED collection, designed in collaboration with FEED’s founder and chief executive Lauren Bush. The bracelets will be available from early November.


Bush said: “FEED is excited to partner with Links of London to showcase a collection of new bracelets. The partnership was the result of both brands wishing to create a desirable high end fashion product with a conscience.”

Each of the bracelets will support a different program to fight hunger around the world. The collaboration with Links of London has led to the design of six colourful friendship bracelets with silver beads in the shape of leaves, hearts, water drops, a dove and a seed.

The beads are engraved with a number which denotes the level of help it offers – for example the silver heart bracelet is engraved with the number 50 and sales from the bracelet provides 50 meals in areas with high HIV and Aids rates. The water droplet bracelet is engraved with 500, and provides 500 days of clean drinking water for one child.

The brand’s collaboration with Bush came about some months ago after former chief executive Andrew Marshall met Bush at an event.

The FEED project began in 2006 when Bush designed a bag to benefit the United Nations World Food Program’s (WFP) School Feeding operations. Since then she has worked with numerous companies including US home furnishers Pottery Barn, producing products from which proceeds offer food and aid to area suffering due to war, drought or famine.


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