Bulgari ambassador, Adrien Brody visited Nepal last October for a first-hand look at the continued relief efforts by Bulgari and Save the Children in the quake-hit region.

Diamonds and dresses are a girl’s best friends, and judging by the success of charity campaigns involving luxury brands, those of charities too. Brands such as Harry Winston, Bulgari and Louis Vuitton have been leveraging on their clientele’s loyalty to sell symbolic items whose sales contribute towards the alleviation of problems like poverty and diseases worldwide. 

At the annual American Foundation for Aids Research (amfAR) annual New York Gala in February, jeweller Harry Winston auctioned off a pair of Diamond Links Earrings and launched its limited-edition Countdown to a Cure watches to raise funds and mark its second-year partnership with the foundation. Twenty per cent from the sale of the watches will go towards amfAR’s efforts to develop a scientific basis of a cure for HIV by 2020.

Fashion house Louis Vuitton partnered the United Nations Children’s Fund (Unicef) early this year, where every purchase of its Silver Lockit pendant or bracelet contributes $300 to Unicef’s work in caring for vulnerable children.

Another non-profit organisation, Save the Children, has received over €30m from jeweller Bulgari’s campaign, which was launched in 2009. Today, €75 from every sale of its Save the Children B.zero1 ring or pendant is given to the organisation to provide quality education for children in remote areas and to stem newborn mortality.

Bulgari’s CEO Jean-Christophe Babin says, “A dedicated jewel is a strong symbol of Bulgari’s commitment. Our clients are sophisticated individuals who search for uniqueness in how they can support a good cause. In these six years, we are delighted to offer them the opportunity to play an active role in improving the lives of over 800,000 vulnerable children around the world.”

Local luxury fashion retailer, Club 21 allows customers to use their Club 21 member points to support various causes such as buying baby blankets for the Nepali-based One Heart World-Wide. The company has also organised Style it Forward campaigns, where customers donate their pre-loved designer wear to benefit non-profit organisations such as the Singapore Committee for UN Women, whose Buy to Save sale of these outfits has generated over $300,000 in the last five years to cover the charity’s operating costs.

Charlotte Goh, director of advocacy at the National Volunteer and Philanthropy Centre (NVPC), says, “Any occasion that taps on the resources of high-net-worth individuals is also an attractive opportunity for them to connect with a community in need.”

Trina Liang-Lin, president of the Singapore Committee for UN Women and NVPC board member, highlights the Buy to Save event as an excellent example of a long-term sustainable partnership between the private and non-profit sectors that gives a “dependable source of recurring income”. She adds, “Such fashion-related causes might be more attractive to female donors because it touches on causes they can relate to such as women’s rights, female empowerment and even eco-friendly issues. You can shop and do good, too.”

The Harry Winston Diamond Links Earrings (right) auctioned off at this year’s amfAR New York Gala; the jeweller also unveiled the limited-edition Countdown to a Cure timepieces for both men and women.

For charity auctions, experienced fundraiser, Celeste Basapa says that timepieces and jewellery are valued for their aesthetic and timeless appeal. As an organising committee member of non-profit bodies such as the Chinese Women’s Association (CWA), Kidz Horizon Appeal and the Prince Albert II of Monaco Foundation, Celeste often works with brands like Van Cleef & Arpels, Flower Diamond Boutique and Chopard for such auctions. She says, “These brands are appealing because they are clear in their expectations and are generous in their item contributions.”

This mutual affinity is what makes a purchase more meaningful, says Paige Parker, who hosted a CH Carolina Herrera boutique event in February as it is among her favourite brands, and a portion of the event sales were promised to her chosen charity, the Singapore Committee for UN Women. “Most people will not buy just because the proceeds are going to a charity. The item and the non-profit must resonate with the buyer.”

The Bulgari Save the Children B.zero1 ring.

Harpreet Bedi, the executive director of non-profit Bioethics Legal Research in Singapore (Belris), partners Indian designer Malini Ramani to hold fundraising trunk shows. A fourth is slated for next month at Hotel Vagabond, and both women strongly believe in Belris’ mission to promote research and dialogue on reproductive technologies. Harpreet says, “We realised that girls like to have fun while giving! We raised between $10,000 and $20,000 at each of our past events and hope to do even better this year.”

Meanwhile, CWA executive committee member, Peggy Jeffs ties up with foreign embassies in Singapore to organise informal shopping-themed fundraisers. Guests make a fixed donation—which benefits charities of CWA and the embassies’ choice—to attend the event, which comprises a fashion show lunch or tea sponsored by the embassy and a shopping segment featuring well-known overseas designers or retailers. Peggy says, “If you know the proceeds go to a worthy cause, you feel fulfilled being a part of it.”