Auckland jewellery company Kagi has tapped into the power of charity partnerships with its ‘Hope Drops’ line.
It announced yesterday that it had raised more than $15,000 for the Child Cancer Foundation in New Zealand and Kids with Cancer Australia through the ‘Hope Drops’ line, which features a blue pair of ‘Hope Acorn’ earring charms and a matching pendant.
For each $79 pair of earrings sold, $10 goes to the partner charities. The $135 pendant generated $20 for the charities. The partnership has been running for just three months.
Founder and creative director Kat Gee says the brand is proud to “help our children grow from small acorns into a forest of strong, healthy trees.”
Kagi products are stocked in more than 300 jewellery stores across New Zealand and Australia. The company also has flagship Kagi Platinum stores, which stock the entire collection, and has a thriving ecommerce arm.
“I am always so moved by the stories of these brave children, who demonstrate courage beyond words,” Gee says. “To be able to support these kids and their families as they face this battle is such a humbling experience.”
Child Cancer Foundation national commercial manager Jo Rodgers says the charity team supports more than 500 families across New Zealand at any one time, so Kagi’s support was appreciated.
“We receive no direct government funding, so rely on the generosity of New Zealanders and on innovative businesses like Kagi to provide practical and meaningful support to families when they need it.”
The Guardian reports that the global number of businesses motivated to partner with charities has risen in the past year, with 40 percent of professionals surveyed saying that partnerships with charities is important to their business agenda.
Enhancing brand reputation and achieving greater credibility were leading reasons why companies chose to partner with charities, The Guardian said. Partnerships can also improve companies’ understanding of social or environmental issues.