Affordable fine jewelry brand Mejuri recently announced a new International Women’s Day campaign for 2021, aiming to empower consumers with its first-ever charitable clothing range. Consisting of soft jersey loungewear with the word "golden" embroidered throughout, 100% of sales proceeds from the line will support the Mejuri Empowerment Fund.
The collection's golden accents mirror Mejuri's 'Golden Together' campaign theme while its Empowerment Fund "supports women and non-binary people’s education."
Mejuri has been "a pioneer in marketing by and for women in an attempt to demystify jewelry and transform it into an empowering tool" since its start in 2013 and is known for producing everything in house -- from its jewelry and new apparel pieces to its marketing materials, imagery, video campaigns and a variety of other creative assets.
Image Credit: Mejuri
Key Themes Behind This Trend
- Charitable Fashion
- Opportunity for companies to create and promote thoughtful campaigns that support social causes.
- Empowering Apparel
- Opportunity for companies to produce clothing with empowering messages and donate a portion of sales or profits to a related cause.
- In-house Production
- Opportunity for brands to control the entire manufacturing and creative process in-house to achieve brand consistency and adapt to market trends quickly.
Where This Applies
- Fashion
- Fashion companies can incorporate social campaigns that support charitable causes into their marketing strategy and product lines.
- Jewelry
- Jewelry companies can create empowering collections that support social causes while also promoting their brand values.
- Retail
- Retailers can showcase and sell products that support social causes and empower their customers to make a difference through their purchasing power.
