Pandora has begun raising funds for flood victims across Australia by donating 15 percent of the sales of one of its most popular charms to the Salvation Army Flood Appeal.
The company, which is aiming to raise a “significant amount” from the sale of its Tree of Life charms, has also called on Pandora retailers to donate an additional 15 percent of the charm’s retail sales to the appeal.
Announcing the fundraising venture, which started on January 20 and will run until June 30, Pandora CEO Karin Adcock said the company wanted to stand by residents and businesses as they tackle the difficult and emotional task of rebuilding their lives and communities.
“We were shocked to see the extent of damage wrought by flood waters inAustralia and felt compelled to help,” she 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.”
The Tree of Life charm, which represents the “sentiment of community spirit and new beginnings”, retails for Aus$106 and NZ$135.
Pandora and its retailers raised more than $600,000 for victims of the Victorian Bush Fires in 2009.