Tiffany has announced that, for a limited period, 100 per cent of profits from the Tiffany Infinity collection will be help vulnerable communities recover from the coronavirus pandemic.
The money will, in particular, be used in support of women and people of colour, with Tiffany pledging a minimum of $2 million (£1.6 million).
From July 1 through August 31, all profits from the Tiffany Infinity collection will be donated to CARE (Cooperative for Assistance and Relief Everywhere).
This is part of the Tiffany Infinite Strength campaign, in celebration of the company’s gradual worldwide reopening after the COVID-19 outbreak.
All 37 Infinity pieces are included in the campaign, with designs spanning bracelets, rings, earrings and pendants. They will be available in white, yellow and rose gold, platinum and sterling silver, with select styles set with diamonds.
As recently as April, Tiffany made a separate $1 million (£802,000) donation to COVID-19 related causes.
“With this campaign our customers can join Tiffany in spreading a message of strength and optimism,” said Anisa Kamadoli Costa, chief sustainability officer, Tiffany & Co. “The Tiffany Infinite Strength campaign reflects our commitment to providing support for the most vulnerable communities affected by COVID-19, whose recovery is critical as the world begins to move forward.”