Luxury and goodness. Gold and aid. Necklaces and charity. Well yes, combining the purchase of a jewel with charity, a term that seems much cooler than saying charity, is possible, both large and small. Not only that: in addition to bringing together conscience and consumption, aesthetics and spirit, vanity and solidarity, combining a jewel with a good deed also makes your choice brighter in the eyes of others. In short, it is also a small reason for pride, there is no point in hiding it: in living rooms it has become very cool to let people know that the bracelet you wear has also served to do good. Any examples? The most striking is that of Gina Lollobrigida who sold a good part of her precious jewels to support stem cell research… Or that of Angelina Jolie who planned to open the first school for girls near Kabul thanks to the profits from her line of jewelry designed by his friend with his friend Robert Procop. The designer Cristina Rotondaro some time ago presented a bracelet created specifically to support the school of Tibetan nomadic girls in Golok, a project of the Asia Onlus association. And, as already told on our website, the Yvone Christa brand with the Chair-ity collection has decided to donate 5 % of proceeds go towards breast cancer research and prevention. Another combination of jewelery and good works: the model Lily Cole has launched Impossible.com, an «altruistic social network» based on the principle of exchanging gifts, to which she now adds a line of jewellery, provided by stylistpick.com, made in eraser. The proceeds will go towards protecting Brazil’s rainforest. Again: Stroili combined the presentation of the new So Funny collection to join Coopi and raise funds to help women and children in sub-Saharan Africa. Then there are initiatives that arise from the bottom. Like the pendants that can be bought on the B.Live Ape car, which travels around Milan and whose itineraries can be seen on B.Live Facebook, or at B.Live events. What is B.Live? It is a capsule collection designed by teenagers treated at the National Cancer Institute in Milan, as part of the Il Tempo Magico project, led by the stylist Gentucca Bini. In addition to the clothing items, the pendants are on sale in Meda at Full&Fifty in via Indipendenza, 97. The cost is 35 euros, they are made of galvanized bronze in different colors (yellow, pink, white, gunmetal and bronze).
