The World Gold Council is planning a celebrity charitable initiative entitled, “Leaves of Change,” which will launch in fall 2008 in preparation for a May 2009 gala and charity auction.
A-List celebrities will be invited to design a gold pendant necklace incorporating a leaf motif. World Gold Council will find a suitable gold jewelry designer to make each celebrity’s necklace. Celebrity participants will choose to have proceeds from the sale of their designs benefit their favorite charity or Jewelers for Children. This high-profile charitable benefit will culminate in spring 2009 with an exclusive Los Angeles gala event, with live and online auction to raise funds and awareness for all of the participating charities.
Jewelry designers will create an exclusive set of three pieces from the celebrity design, one being gifted to the celebrity and one being auctioned off in May 2009 with proceeds going to the designated charities. The third piece will travel on a mini-tour to various cities in the top ten jewelry markets to further raise awareness for the multiple charities. Working together, jewelers and celebs will create memorable works of art which will make a lasting impact on society.
“Bringing together highly talented celebrities with renowned jewelry designers will create exciting and innovative gold designs,” says John Calnon, managing director of the World Gold Council, US. “The simultaneous benefit to multiple charities, especially in such difficult economic times, makes for a meaningful and lasting impact.”
The first confirmed celebrity participant is Debra Messing, executive producer and star of USA network’s The Starter Wife. Messing’s participation will include a collaboration with goldsmith Robert Lee Morris and will benefit her preferred charity, Youth AIDS.
Leaves of Change producer, Deanna Russo of ENTegrity, will build upon her strong relationships within the entertainment industry, including Christina Applegate, Jewel, Gisele and Marcia Gay Harden.
All celebrity leaf designs will be accessible to the public on www.leavesofchange.org.