A CHARMED LIFE: Feed, the charity co-founded by Lauren Bush, has teamed with Links of London on a collection of six color cord friendship bracelets, with proceeds from sales going to food charities for children. Five of the bracelets have silver charms engraved with a 50, or the number of meals that will be purchased from the sale. A sixth bracelet features an 18-karat gold charm. The gold heart shape will be exclusive to Harrods in the U.K., while the gold leaf will be carried only at Holt Renfrew in Canada. Both bracelets will provide 250 meals.
Bush made a flying visit to London this week, where she unveiled the line at a breakfast at Harrods. “It’s our first jewelry collaboration,” Bush told WWD. “We came onto Links’ radar right when they were looking for a new children’s cause to support.” The collection will bow on Nov. 10, and will be sold at all of Links’ U.K. and U.S. stores, Harrods, Holt Renfrew and linksoflondon.com. Prices range from 75 pounds, or $120, for the silver bead bracelets to 395 pounds, or $632, for the gold ones.
This story first appeared in the October 25, 2011 issue of WWD. Subscribe Today.