Greenwich Jeweler in New York City is offering three pieces of jewelry—an oxidized silver and 18k gold and diamond necklace from Todd Reed, a 24k gold and blue sapphire necklace from Gurhan, and an 18k gold brown, black, and colorless diamond bracelet from the store’s signature collection—for sale with charitable tie-ins for the holidays.
Called the “3 Wishes” campaign, the effort was unveiled this week.
“Receiving any of these extraordinary pieces as a gift would make anyone’s dream come true, and so we thought it was a great opportunity to make some dreams come true for worthwhile, charitable organizations that are close to our customer’s hearts,” says Jennifer Gandia, co-owner of Greenwich Jeweler.
In total, some $22,500 will be donated to the charities of each buyer’s choice—$10,000 for the Reed piece, $7,500 for the Gurhan necklace, and $5,000 for the Greenwich bracelet.
Necklace by Todd Reed in oxidized silver and 18k gold with 36 cts. t.w. diamond crystals from the Canadian Diavik mine; $190,000
Gandia says that this year marks the first for the initiative, which started with a visit to the Todd Reed studio in Denver in October. As Gandia and a staffer admired the designer’s one-of-a-kind works, she joked that she’d love to have one on memo. Reed took her seriously, sending her a ceremonial breastplate-necklace featuring 36 cts. t.w. diamond crystals from the Canadian Diavik mine that retails for $190,000. Excited by the impressive piece, which Gandia believed would surely “make someone’s holiday wish come true,” the retailer (who was happy to have her wish come true with the loan) decided to put a charitable spin on its sale, giving a portion of proceeds to the charity of the buyer’s choosing. “It mushroomed from there,” she says.
To make the effort even more significant, the store reached out to Gurhan for another equally impressive companion piece. “He was the perfect fit because he makes so many one-of-a-kinds, and each one is a labor of love,” adds Gandia. Gurhan immediately said yes to the idea, and sent over a 24k gold necklace set with 167 cts. t.w. sapphires that retails for $75,000. To round out the grouping, Gandia added a specially made item from the store’s collection: the Cashmere bracelet in a flexible gold setting with with 27 cts. t.w. diamonds. It retails for $50,000.
To get the word out, Gandia is relying on social media and web marketing (Google ads), in-store signage, email blasts to customers, and a landing page for the campaign on her website.
“We were inspired and energized by the jewelry,” she says. “We want people to understand how special these pieces are, and that the sales of them could really make a difference for charity.”
Bracelet from the Greenwich Jewelers Signature Collection in flexible 18k gold with 27 cts. t.w. brown, black, and colorless diamonds for $50,000