Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
TechnologyMar 17, 2020
Nearly 100 Designers Have Banded Together to Help Feed Children
They’re donating proceeds of sales to the nonprofit No Kid Hungry in light of the coronavirus.
Messaging from the #Linked campaign benefiting No Kid Hungry is shown alongside jewelry from two participating brands, Arman Sarkisyan (left) and Colette.
New York—At a time when many stores are closed and jewelry brands face economic uncertainties due to the coronavirus, a group of designers is focusing on ways to help those most in need.
Currently, 84 jewelry brands—and growing—are donating a portion of their sales to No Kid Hungry, a nonprofit dedicated to providing children and families with three meals a day.
Per the organization’s website, in a time of crisis, its work entails providing emergency grants to food banks and community groups, communicating how families can access meals while schools are closed and lobbying for Congress to pass emergency funds that benefit low-income families.
Each participating brand is advertising on its social media channels, using the hashtag #Linked.
The idea for the #Linked campaign grew out of a conversation between two fine jewelry publicists, Danielle Gadi, owner of her eponymous public relations firm, and Brielle Forman, associate director at IHPR.
“We were talking and realized we needed to do something,” Gadi told National Jeweler. “We decided that helping children who were going to be affected by all of these school closures was the best place to focus our efforts.”
With IHPR owner Jen Lowitz on board, last Saturday the three introduced the idea to their respective clients.
They left the percentage of proceeds of sales to donate, as well as the donation time frame, up to each brand.
“We didn’t want to set any boundaries,” Lowitz explained. “That tends to keep people from getting on board. The informality of it is what helped people to move so quickly. Without set donation guidelines it just made it easier for people to get involved in any way they could.”
Some designers are donating 15 percent of proceeds, others 30 percent, and for varying time periods, anywhere from a week to the end of the month to when schools reopen in a particular designer’s area.
Gadi, Forman and Lowitz spread the word about the #Linked campaign to other showrooms, publicists and designers with whom they had relationships and the word began to spread, as
it tends to, via social media.
Adina Reyter, Anita Ko, Ariel Gordon Jewelry, Arman Sarkisyan, Brent Neale, Colette, Dana Bronfman, Irene Neuwirth, Jacquie Aiche, KatKim, Marlo Laz, Melissa Kaye, Michelle Fantaci, Retrouvai, Nouvel Heritage, Santo by Zani and Zoe Chicco are just some of the brands involved.
Adina Reyter, Anita Ko, Ariel Gordon Jewelry, Arman Sarkisyan, Brent Neale, Colette, Dana Bronfman, Irene Neuwirth, Jacquie Aiche, KatKim, Marlo Laz, Melissa Kaye, Michelle Fantaci, Retrouvai, Nouvel Heritage, Santo by Zani and Zoe Chicco are just some of the brands involved.
“We have the ability to reach out to this incredibly supportive community all at once and it’s a quick way to mobilize people,” said Lowitz of the Instagram snowball effect.
Forman said, “It was a call to action to get people together. I think as more designers started posting other designers would see and reach out to us.”
In a few short days the number of brands participating grew from a handful to nearly 100, truly representing how “linked” the jewelry community is.
With most people hunkered down at home, #Linked was a project that resonated with designers, just as it hit home for the creators.
“As a parent watching all of this unfold and realizing the uncertainty [caused by coronavirus] for so many parents and kids was what really compelled us to use what we’ve got,” which was relationships and the ability to spread a message, Lowitz said.
Gadi said she worried about the impact of coronavirus on her own clients with children, as well parents all over the world who are without resources like food or childcare.
Focusing on how the jewelry world so easily connects for a good cause has provided some solace in uncertain times for the designers and companies involved.
Lowitz said, “The upside of this is the jewelry community is so responsive and supportive and it doesn’t feel competitive. Everyone was motivated by one another; there was really no bullshit between PR agencies or brands or showrooms. Everyone wants to get involved.”
Gadi, Forman and Lowitz now face a larger project than they anticipated, as designers continue to jump on board, but are looking forward to sustaining the effort of shopping for good.
“It’s not a one-time thing,” Forman explained. “We’re encouraging designers to keep posting to spread the message.”
“And if it can help our designers [gain sales] too, then it’s a win/win,” added Lowitz.
The sense of community #Linked is fostering is giving everyone involved hope for the future.
“Everybody is going to feel isolated,” said Lowitz. “Everyone is going to feel a little bit helpless. This is a connected community and this is a way for people to be able to help.”
“It’s the first time we’re all experiencing the same thing worldwide,” said Gadi. “We’re all in this together.”
More on Technology
The Latest
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
Weekly QuizMay 21, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
CollectionsMay 19, 2026
Chris Ploof’s New Collection Makes an Ancient Metal ModernWith gold prices on the rise, the “Modern Electrum” collection uses an alternative, non-tarnishing metal alloy composed of gold and silver.
IndependentsMay 19, 2026
Ellen and Michael Fruchtman Retire, Sell Marketing Agency Fruchtman Marketing has new owners, Erin Moyer-Carballea and Manuel Carballea, and will relocate to Miami.
ColumnistsMay 19, 2026
Peter Smith: The (Mostly) Immutable Sales TruthsIn a column for the 2026 State of the Majors issue, Smith lists 10 time-tested principles about sales that still ring true.
ColumnistsMay 18, 2026
Edahn Golan: What a K-Shaped Economy Means for Fine JewelryIn a column for the 2026 State of the Majors issue, Golan spells out how the growing economic divide in the U.S. is reshaping the market.
CollectionsMay 18, 2026
Foundrae’s New Collection Taps Into JoyThe “Limitless Expansion of Joy and Hope” collection evokes summer through colored gemstones and motifs of butterflies and florals.
CollectionsMay 18, 2026
Hancocks London Acquires Historic ‘Inchiquin’ EmeraldThe jewel, circa 1890, is from the late Victorian era and was owned by descendants of the last high king of Ireland.
Events & AwardsMay 18, 2026
Here Are the 2026 JCK Industry Fund Grant Recipients This is what the nine recipients plan to do with the funds.
AuctionsMay 15, 2026
American Collector Ponies Up Almost $17K for John Wayne’s RingThe Western star’s 14-karat gold signet ring sold for six times its low estimate following a bidding war at U.K. auction house Elmwood’s.
Events & AwardsMay 15, 2026
JA, MJSA To Sponsor Roundtable at TJSThe discussion, "Rebuilding the Jewelry Workforce," will take place on Saturday, May 16, in Troy, Michigan.
SourcingMay 15, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsMay 14, 2026
White Diamonds Lead Sotheby’s Auction, Blue Diamond Does Not SellA matching pair of 18.38-carat, D-color diamonds from Botswana’s Jwaneng mine sold for $3.3 million, the top lot of the jewelry auction.
Supplier BulletinMay 14, 2026
A Diamond Is Forever Continues Desert Diamonds – Bridal ReinvigoratedSponsored by A Diamond Is Forever
