Cartier is singing a song of love once again.
This story first appeared in the June 9, 2008 issue of WWD. Subscribe Today.
For the third annual celebration of Love Day — this year it’s June 19 — the French jeweler has partnered with eight musically gifted celebrities, including Janet Jackson, the members of band Good Charlotte and Emmy Rossum. As in the past, with stars such as Salma Hayek and Djimon Hounsou, each celebrity is linked to the charity of his or her choice, and for each sale of a Love Charity bracelet, a portion goes to the charity. The bracelets are made of silk cord with a gold fob and each color corresponds to the particular cause.
Since the initiative’s inception, Cartier has donated more than $2.24 million to 16 global charities.
“Cartier is about selling joy and emotion,” said Frédéric de Narp, president and chief executive officer of Cartier North America. “You can’t pretend to sell emotion if you don’t care for people. We’ve raised over $2.24 million with the Love campaign. We need to grow that number.”
The musicians are expected to be in attendance at a private party in the home of contemporary art collectors Maria and William Bell in Los Angeles’ Bel-Air neighborhood on June 18. This year’s ambassadors are: Jackson, whose gray bracelet will benefit the Ovarian Cancer National Alliance; Fergie, whose orange bracelet will benefit the Peapod Foundation; Good Charlotte, whose deep green bracelet will raise funds for the Richie-Madden Children’s Foundation; Eve, whose peach bracelet will benefit Transition; Common, whose khaki bracelet will give money to the Common Ground Foundation; Hilary Duff, whose purple bracelet will benefit Blessings in a Backpack; Rossum, whose pink bracelet will raise funds for Susan G. Komen for the Cure, and Ashanti, whose royal blue bracelet will benefit the Boys & Girls Club of America.
The bracelets are made with a link of white and rose gold, and sell for $995, with $200 from each sale going to a charity. Last year, the bracelets included only one gold link and sold for $475, with $100 going to the charities.
On June 19, Rihanna, one of last year’s ambassadors, will join de Narp in Manhattan to light the Empire State Building in Cartier red. On Love Day, all of Cartier’s 34 North American stores will donate 10 percent of purchases from the Love jewelry collection, which will be divided among the charities.
The jeweler also has added styles to the permanent Love collection, such as bracelets and rings with colored stones, and a men’s collection, including a wide cuff with signature screw detail and a ring. A large diamond-covered pendant with the word “love” will hit stores in the fall. Prices in the collection range from $995 to $6,750. The Love bracelet originally was designed in New York in 1969 and has been considered a status symbol since.