When LovelinksAmerica CEO Niels Christiansen met a wounded Iraq War
veteran—an explosion had crushed part of one of the man’s legs and his spine—he
learned not only a powerful story of American heroism, but also of an
organization that helps soldiers rebuild their lives by building them new
homes. (Homes for Our Troops has built adaptive homes for injured soldiers
returning from wars in Iraq and Afghanistan since 9/11.) Christiansen, touched
by the story, decided to pitch in the way only a jeweler can: Enter the
LovelinksAmerica From Soldier to Soldier bracelet, available in three styles of
braided cord with sterling silver or vermeil clasps, some with diamond accents.
Styles range in price from $95–$145, with $25 from each sale benefitting Homes
for Our Troops.
“The bracelets are made in Rhode Island, and we are hoping to involve some vets
in the manufacturing,” Christiansen tells JCK. All castings will be completed
in the Ocean State, the parachute cord is made in the U.S., and the
braiding—“the crucial part of the bracelet,” he explains—will also be made in
the U.S. by several sources. “We want to create jobs in America and help the
troops,” says Christiansen. The pieces will be available for distribution by
the end of the month—not too long after Veterans Day, Nov. 11.
LovelinksAmerica From Soldier to Soldier
bracelet is available in three styles of
braided cord with sterling silver or vermeil clasps, some with diamond
Styles range in price from $95–$145, with $25 from each sale benefitting
for Our Troops.
Christiansen already raised some public interest by bringing bracelets to Emmy
Awards a few months ago (celebrities like Jennifer Love Hewitt can be seen
wearing the styles on the campaign’s website, fromsoldiertosoldier.org). Some
100 retailers in the U.S. who currently carry Lovelinks jewelry will be invited
to sell the bracelets, though being a Lovelinks retailer is not a requirement.
The bracelets will, however, be available only in stores or on some retailers’
websites, not on fromsoldiertosoldier.org. “We will never compete with our own
retailers,” said Christiansen.