Mantra Jewellery is one of more than 1600 registered #givingtuesday partners across the UK.

The campaign, which began in America, is an antidote to the mass consumerism of Black Friday, and aims to get people thinking of others in the run up to Christmas, be it through donating to charity, volunteering or simply helping a  friend, neighbour or family member.

This year, Mantra Jewellery is donating 10% of its sales on today (Giving Tuesday) to three charities it works closely with – Smart Works, MIND and Bullying UK.


Mantra already supports these charities through the year with bespoke fundraising necklaces, but for #givingtuesday, any piece of Mantra Jewellery purchased will help support their work.

In addition, the Mantra team will also be hosting a clothing drive for Smart Works throughout this week, encouraging customers to donate unwanted business clothes, to help disadvantaged women get back into work.

Mantra founder, Jo Stroud, shares: “The aim of #givingtuesday is to get us all thinking about people who may not be as fortunate as ourselves in the run-up to Christmas, and to see if we can make a difference. At Mantra, we are committed to making a positive change in the world, bringing more joy, kindness, support and empowerment to people who need it the most. #givingtuesday provides a great opportunity to do this on a wider scale.”

Stroud’s Fabulous jewellery stores are also doing good work for Giving Tuesday – with a ‘Reverse Advent Calendar’ to support local Food Banks. Customers and staff are encouraged to fill an empty box, with a gift a day of food or toiletries, throughout December, to enable full boxes to be delivered to local Food Banks just before Christmas.

“We love the Reverse Advent Calendar concept, and believe our customers will too,” explains Stroud.

#givingtuesday now runs in over 70 countries around the world. For the past two years, it has broken the Guinness World Record for the most amount of money donated online to charity in 24 hours: a massive £35 million globally, with the UK accounting for the second largest amount of donations. An estimated 4.5 million people in Britain also did something to support a good cause on the day.

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Editor, Professional Jeweller