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TrendsOct 25, 2016
X Jewellery Launching ‘Everyday Heroes’ Calendar
The Danish jewelry brand will honor a different woman each month as part of a new marketing campaign and philanthropic initiative.
Katie Meyler, one of X Jewellery’s 12 “Everyday Heroes,” sports a customized bracelet from the brand in this shot from the campaign.
Copenhagen, Denmark--X Jewellery was founded by women for women, and now it’s honoring 12 particularly remarkable ones.
The Danish brand, which launched in 2013, makes customizable modular jewelry, comprised of links made in bronze, silver and rubber that customers can build to create personalized bracelets. It is now sold in more than 20 countries.
This is Kaitlin Roig-DeBellis, the first grade teacher who safely hid her students from the gunman who terrorized Sandy Hook Elementary School in 2012.
Roig-DeBellis started an organization called Classes 4 Classes, which focuses on teaching students to engage in acts of kindness.
Katie Meyler is the founder of More Than Me, an organization that provides a tuition-free education to girls in Liberia at its own academy.
X Jewellery’s X Foundation donates 10 percent of the company’s annual profits to various female entrepreneurs and leaders.
X Jewellery CEO Thu Pham explained, “Inspired by Scandinavian design, our mission at X Jewellery is to create personalized jewelry, using only the highest quality materials.”
The heroes featured include Kaitlin Roig-DeBellis, the schoolteacher who protected her first grade class by hiding them during the shooting at Sandy Hook Elementary School in Connecticut in 2012 and Katie Meyler, the founder of More Than Me, an organization that provides tuition-free education to girls in Liberia.
The women featured in the calendar will help award grants to other female leaders as part of X Jewellery’s X Foundation, which invests 10 percent of the company’s annual profits in various organizations.
“The extraordinary ‘everyday’ women featured in our first-ever calendar inspire our work, and we are honored to invest 10 percent of our company’s annual profits to supporting women achieve their dreams,” said Pham.
The “Everyday Heroes” calendar will be available in November on XJewellery.com, as well as at selected retailers, who will provide the calendar as a gift with purchase.
Each month, X Jewellery will debut a new video to honor its monthly “Hero.”
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