For every jewel sold between Thursday 25th November and Tuesday 1st December, the London and Brighton based jeweller will donate 20% of proceeds to the non-profit organisation, whose sole aim is to grantaccess to clean and reliable water across sub-Saharan Africa. This campaign ties into Lebrusan Studio’s wider appeal for Christmas shoppers to consume consciously this Black Friday.
“This Christmas, we’re asking people to make at least one sustainable purchase,” says the brand’s award-winning Founder & Designer, Arabel Lebrusan. “It’s no secret that human life is exploited and fragile ecosystems devastated at the hands of fast fashion brands and large corporations. Now, with the spread of COVID-19 thrown into the mix, it’s more crucial than ever before to support small brands with green principles.
“This Black Friday, we’re offering shoppers the opportunity to give the gift of water, support an independent business and share the joy of beautiful ethical jewellery, all at the same time.”
Lebrusan Studio has donated quarterly to The Water Project since 2015. “We want to aid those without access to safe water in Sub-Saharan Africa, with our attention honed primarily onto Sierra Leone. Sierra Leone suffered 11 years of civil war, fuelled largely by feuds over the diamond mining industry and the traffic of blood diamonds,” the brand explains. “As an ethical jeweller we feel that it is now our responsibility to right these wrongs.”
The announcement comes shortly after the jeweller’s recent move to the London Diamond Bourse, the world-famous jewellery institution nestled in the heart of Hatton Garden.
The eponymous brand, whose speciality is made-to-order engagement and wedding rings, has recently released a new ready-to-wear engagement collection and a Makeshift Proposal Package; innovations devised as a means to continue serving throughout the pandemic.