Tiffany & Co will donate at least $2 million to Covid-19 relief efforts with the launch of its Infinite Strength campaign. This generous pledge comes after the jewellery label donated $1 million in April to help in the fight against the crisis.
The new campaign will see Tiffany donate 100 per cent of its profits from sales of the Infinite collection to charitable organisation Care, which will provide financial assistance to vulnerable communities impacted upon by the virus, including women and people of colour – and is expected to reach a minimum of 80,000 people.
The company has pledged to donate at least $2 million to the cause, regardless of sales, but will increase the donation depending on how many sales are made.
The Infinity collection has a number of relatively accessible pieces, with prices starting at about £150 and going up to £4,500. It was also chosen as the focus of the campaign because of the symbolism behind the Tiffany Infinity motif, which represents strength, optimism and connection.
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