Lokai, the New York–based jewelry company famed for its celebrity-beloved classic Lokai bracelet, will debut a new limited- edition bracelet on March 1 to benefit Charity: Water, the nonprofit that works to bring clean drinking water to developing countries.
Lokai, run by Steven Izen and Tony Berger and founded by Izen in 2009, has always been charitable, donating 10 percent of all sales to nonprofit organizations. But the Charity: Water bracelet is the first in a new line of limited-edition colored bracelets that will benefit specific charities.
The company’s most popular item to date has been a hit among celebrities, including Justin Bieber and Kourtney Kardashian. The classic Lokai bracelet has clear beads a white ball that holds water from Mt. Everest, the highest point on the planet, and a black ball with mud from the Dead Sea, the lowest. It is meant to represent balance, and it retails for $18.
The blue Lokai bracelets will be on sale for less than a month, from March 1 to March 22, which is World Water Day. They will retail for $18, with $3 from each sale going to Charity: Water. The company hopes to raise $300,000 for the charity.