Jewelers & Pets: Anthony Lent’s Die-Struck Penny Fund-Raiser for Rescue Dogs



Anthony Lent has taken his love of dogs to a more serious level. The Philadelphia-based goldsmith and dog lover has always gifted die-struck pennies to studio visitors as mementos of his tool-and-die skills, but he recently made them available to dog lovers to benefit a Brooklyn, N.Y., dog rescue.

“We’re dog people,” explains Max Lent, son and staffer who works in the business with his pop and brother, David.

It was in the fall of 2015 when the Lent men were discussing holiday promotional ideas—and consoling their father when his 15-year-old shih tzu, Oscar, died—and came up with the Helping Hands campaign. Lent would die-strike pennies with his signature extended hands motif and sell them for $25 apiece on the revamped website, donating 100 percent of profits to the Badass Brooklyn Animal Rescue, from which Max has two mutts named Goldie and Blackie.

“We bounced around ideas of different charities to donate to, including the Salvation Army, and decided that the money—even if it was just a little bit—would make the most difference and not get lost in administration fees when given to a smaller charity,” explained Max. “Badass Brooklyn Animal Rescue is a 501(c)(3) nonprofit that saves death-row dogs from high-kill Southern pounds and has rescued, rehabilitated, and rehomed 1,500 dogs to date. It costs the rescue’s all-volunteer staff anywhere from $300 to $400 to save a dog’s life.”

So around the time the Lents unveiled a redesigned website, they kicked off a fund-raiser for the BBAR, which officially began on Giving Tuesday (the Tuesday following Thanksgiving). Sales occurred through the beginning of January, where pennies were offered for $25.01, and raised a little more than $500. The Lents plan a repeat performance.

“A small amount that can make a difference, and we’ll do it again in the near future,” adds Max.

penny.jpg

One of goldsmith Anthony Lent’s die-struck pennies

dogs.jpg

Rescued mutts Goldie (left) and Blackie belong to Max Lent and were adopted via the Badass Brooklyn Animal Rescue.

The Style 360 blog is your editorial source for the newest jewelry, trends, market, analysis, 
trade show insights, designer profiles, and more.