GREEN ACRES: Jo Malone is digging for charity: The British fragrance brand has unveiled an ongoing project to create gardens in major cities around the world, in partnership with a series of charities that restore gardens in urban spaces. The first garden project will be in London in collaboration with Thrive, a U.K. charity that offers gardening as therapy for disabled and mentally ill people. Jo Malone, a division of the Estée Lauder Cos. Inc., is funding the regeneration of Thrive’s largest London project: the Old English Garden in Battersea Park. A team of trainee gardeners living with physical disabilities or mental ill health will be tending the garden for up to two years, with the goal of gaining vocational training in horticulture.
“The British garden has always provided inspiration for Jo Malone fragrances and so we are delighted to be supporting charities that use gardens to bring beauty to urban space,” said Maureen Case, president, specialty brands. The garden project is Jo Malone’s first corporate responsibility campaign and will move to New York next year.
This story first appeared in the May 22, 2012 issue of WWD. Subscribe Today.