The 'Tree of Life' charm that is one of Pandora's top performing beads

 

Pandora will donate 15 per cent of the sales of its popular, two-tone ‘Tree of Life’ charm to the Salvation Army, which is working closely with flood-affected communities.

Pandora’s head of marketing and communications, Jeff Burnes said, “Pandora’s goal is to raise $600,000 by the end of the initiative.”

The Danish jewellery company has been urging its retailers to play their part and assist the affected by donating a further 15 per cent of the charms’ sales to the appeal.  

“We were shocked to see [the] extent of damage wrought by flood waters in Australia and we felt compelled to help. As communities pick up the pieces, and deal with the loss of life, they also face a huge rebuilding effort,” Karin Adcock, chief executive officer of Pandora said.

“As the floods have now [affected] towns in Victoria, South Australia and Western Australia, as well as Queensland, we feel it is important to support all Australian communities [affected] by the floods,” she added.

Pandora launched the solid silver, 14-carat ‘Tree of Life’ charm in 2009. According to Burnes, the charm is one of Pandora’s top performing ones.

“The ‘Tree of Life’ charm is one of our most popular beads. We also feel it represents the community spirit which is necessary for communities to rebuild,” Burnes said.

The initiative will run from January 20 to June 30 2011.

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