Tiffany & Co. launched an ad campaign for the Tiffany Infinite Strength jewelry collection. The line includes bracelets, rings, pendants and earrings with the decor in the form of an infinity symbol. All items are made of platinum, white, pink, and yellow gold, as well as silver. Many of them encrusted with diamonds. Until the end of summer, 100% of the profits from the sales of this series will go to charity. As part of this project, the jewelry brand has teamed up with the humanitarian organization CARE to financially support the affected people. Priority categories will be women and members of the black community.
Overall, Tiffany & Co. promised to transfer at least $ 2 million to CARE. This money will go towards providing food and basic necessities to the victims of Covid-19, assistance to small and medium-sized businesses through special grants, educational support for women who have lost their jobs, and much more. The Chief Sustainability Officer at Tiffany & Co. Anisa Kamadoli Costa noted that: “We believe that a successful company has a responsibility to the greater community. The Tiffany Infinite Strength campaign is a commitment to providing support for vulnerable communities affected by COVID-19.”