December 6, 2012
Danish brand Georg Jensen is asking consumers to stop by its new Bond Street location in London to tie a wish to the in-store Christmas tree which will fuel a donation to the Danish Red Cross.
The International Federation of Red Cross and Red Crescent Societies is the brand’s choice global charity. This donation is part of Georg Jensen’s holiday campaign called “Joy of Giving.”
“Our Christmas campaign is based on the joy of giving,” said Penny Grivea, managing director at Georg Jensen, London.
“We see it as our responsibility at Gerog Jensen to give something back to the community and people who are in need,” she said. “We are delighted to offer customers a unique opportunity to discover the joy of giving while raising vital funds and awareness for those in need."
The giving tree
This is the first year that Georg Jensen is displaying the tree in its new Bond Street store for charitable giving.
Consumers who stop in the store can participate by adding a wish to the 9-foot-tall Christmas tree. For each wish, Georg Jensen will donate $1.60 to the Danish Red Cross.
The wishes already placed on the tree vary from wishes for snow on Christmas to love for all.
Georg Jensen Christmas tree
The tree was installed in the store Nov. 22 and will remain throughout the holiday season until Dec. 30.
This tree and the donations were promoted through the brand’s British Twitter account with the hashtag #joyofgiving.
Twitter promotion
In addition, the brand is also pledging to match donations made at checkout at stores in Britain, per Ms. Grivea.
Joy of giving
Georg Jensen’s annual holiday campaign focuses on giving back.
This campaign has been promoted via the brand’s stores worldwide, Facebook page, Twitter account and Web site.
The Joy of Giving ribbon is currently the brand’s Facebook cover image.
Georg Jensen Facebook page
Other charitable events are being promoted on Georg Jensen’s Facebook page as well. For example, an album is dedicated to the Joy of Giving Red Cross event at Georg Jensen’s Copenhagen store.
On the U.S. Web site, the brand also incorporated the campaign into the idea of giving gifts for the holidays to boost sales.
Consumers are prompted to “Find the perfect Christmas Gift” by selecting the occasion, who it is for, the type of product and price range.
U.S. Web site
The gifts include household items from an elephant-shaped bank called the “Moneyphant” for $120 to jewelry such as Fushion 18 karat white gold bangle for $7,725.
In addition, Georg Jensen is offering products for which a part of the cost goes directly to the Red Cross.
For instance, approximately $30 will go to the Danish Red Cross for each purchase of the Red Cross Infinity Bracelet. It retails for $161.
Red Cross Infinity bracelet
“Not only is Georg Jensen the perfect gifting destination for yourself, friends and loved ones, we see it as our responsibility to give something back to the community and people who are in need,” Ms. Grivea said.
Final take
Erin Shea, editorial assistant on Luxury Daily, New York
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