Tiffany isn’t just a jewellery store—it’s an American institution that promises the dream of a better future. The 182-year-old store came up with the idea of a modern-day engagement ring, redefining what it means to be a jewellery brand in today’s age.
In fact, Holly Golightly’s character (played by Audrey Hepburn) in 1961 film Breakfast at Tiffany’s is epitomised by the line: “The only thing that does any good is to jump in a cab and go to Tiffany’s. Calms me down right away. The quietness and the proud look of it. Nothing very bad could happen to you there.” It’s also how the store entered the realm of pop-culture.
As the coronavirus pandemic spreads across the world, the fashion fraternity has stepped up and is doing its bit to help. Tiffany is the latest in showing solidarity with the relief efforts.
The iconic jewellery brand, owned by LVMH, recently announced a $1 million commitment to Covid-19 related causes through The Tiffany & Co. Foundation. Out of this amount, $7,50,000 will be given to Covid-19 Solidarity Response Fund for the World Health Organization. The other $2,50,000 will be given to The New York Community Trust’s NYC COVID-19 Response & Impact Fund.
Tiffany & Co. will further provide donations to any qualified non-profit organisation supporting Covid-19 relief through a dollar-for-dollar employee donation match program. In addition to this, it has signed onto Philanthropy’s Commitment During Covid-19 Pledge, a collective of over 500 philanthropic organisations working to support members of the nonprofit sector, as well as individuals and communities impacted by Covid-19 by directing them toward grants.
