London-based jewellery brand Astrid & Miyu is supporting Women’s Aid throughout May and June by donating 100% of profits from its Rainbow Collection to the charity which supports domestic abuse survivors and their dependents.
The Women’s Aid Survivor Survey shows that abuse has escalated during the pandemic, with 67% of survivors saying the abuse they are experiencing has worsened since the outbreak and 72% saying their abuser has more control over their lives. More than three-quarters (78%) of survivors surveyed said the lockdown and subsequent isolation has made it harder for them to leave their abuser.
Astrid & Miyu’s initiative comes at a time when the charity is in urgent need of funding to support the women and children facing domestic abuse. The Rainbow collection features the brand’s best-selling huggies and ear cuffs – with pieces ranging from £39 to £49 per item.
Connie Nam, Founder & CEO at Astrid & Miyu, said: “The crisis has presented us with uncertainty along with many business challenges however, we’ve experienced more kindness and a stronger sense of community than ever so we want to give back to the organisations that are saving lives.
“As a primarily female organisation, Women’s Aid is a charity close to our hearts at Astrid & Miyu and we’re so pleased we’re able to support such a crucial charity throughout the COVID-19 crisis. Now more than ever, we want to provide meaning and purpose for our community and our customers can be sure that every piece of jewellery purchased from this collection is helping women and children in need during this difficult time.”
Faye Connelly, Fundraising Manager at Women’s Aid, said: “This partnership with Astrid & Miyu will provide much-needed funding for our work supporting women and children experiencing domestic abuse, where lockdown measures have had a really concerning impact. Domestic abuse support services need more help than ever to support women and children throughout this dangerous time, and we are so grateful to Astrid & Miyu, and their customers, for this amazing campaign.”
The move is the latest in a series of initiatives launched by Astrid & Miyu to support the communities and individuals affected by the COVID-19 pandemic. Last month it launched the A&M Volunteering programme that sees staff helping out in ways including sewing masks, donating PPE or offering marketing advice to small charities. It has also partnered with Med Supply Drive to donate over 1,330 protective masks, 3,600 gloves, 2,600 protective aprons, hand sanitiser and additional PPE; and worked with tampon brand ohne which is delivering 25,000 sanitary products to NHS staff, with NHS staff and teachers also receiving a 30% discount off products. The company has opened its online webinar and social media channels to provide a platform for small, independent businesses hit by the pandemic.
The partnership with Women’s Aid follows the success of a similar initiative in supporting LGBT+ charity Just Like Us during 2019 Pride.
Approximately 1.6 million women experienced abuse in the year ending March 2019 and that number is set to rise. Women’s Aid services can provide victims with support options that can be accessed through its online services, such as the Live Chat Helpline, Survivor’s Forum and email service, as well as via guidance online.
To read more about Astrid & Miyu’s partnership with Women’s Aid, visit: https://www.astridandmiyu.com/pages/i-can-see-a-rainbow
