Boodles fights cancer with black tie boxing affair

British jeweler Boodles is hosting its biennial Boxing Ball Saturday, Sept. 12 to raise money for cancer research through amateur bouts between society personalities.

The event, being held at Grosvenor House Hotel, is expected to draw a crowd of London's elite peppered with royals and high profile members of society to watch boxing matches between their friends. Ensuring its consumers can participate no matter where, the silent auction is open to the public via an online auction.

Throwing a punch
The concept for the Boodles Boxing Ball came about in 2002, when Boodles put on a charity event in which a few friends of the brand boxed against each other. The event’s success paved the way for the first ball in 2006, which was attended by Prince William and Kate Middleton, drawing media attention.

Now, the event has grown, with 1,100 people in attendance in 2013. That event raised about $308,000 for children’s charity Starlight.

This year, the beneficiary is the Gordon Ramsey Foundation for cancer research. The celebrity chef will be designing the menu for the event.

Attendees will arrive in “black tie with a hint of pink” and be treated to a Veuve Cliquot Champagne reception, six boxing bouts and dancing between 6 p.m. and 3 a.m. A silent auction includes items such as inside look at Boodles through a week spent working at its Bond Street store and the opportunity to create a bespoke gin.

Boodles has been sharing images from previous Boxing Balls on social media, both on its main accounts and the event-specific handles. This may have contributed to the jeweler almost selling out of tickets as of press time.

Documenting exclusive events on social media can help consumers feel a part of it, even if they did not attend.

Italian jewelry maison Bulgari tied its star-studded Save the Children charity campaign to a pre-Oscar soiree to heighten awareness for its cause.

To highlight its involvement in Save the Children, Bulgari hosted a “Stop. Think. Give.” gala event Feb. 18 and documented the occasion on its Instagram account. Using social media allows Bulgari enthusiasts to take part in the celebrity-attended event while also raising awareness for Save the Children’s mission (see story).