Pandora launches ‘NHS Heroes’ charm

Jewellery giant Pandora has announced a new partnership with NHS Charities Together, a membership organisation representing, supporting and championing NHS Charities.

The partnership, which officially launches today (June 4) will take place over a two-month period and will see Pandora raise funds for the organisation through the sale of a special ‘Thank You NHS’ charm.

For every charm sold, Pandora will donate 100% of the profits to NHS Charities Together, in aid of their Covid-19 Urgent Appeal.

The new charm, which has been created bespoke for the collaboration, features the engraving, ‘Thank You NHS’ on one side and ‘Our Heroes’ on the other.

Crafted from sterling silver and hand-painted with blue enamel, the charm is a poignant reminder of all the incredible work the NHS does for the UK on a daily basis.

Retailing at £35, the charm will be available to purchase online and selected UK stores.

The objective behind the partnership is to raise significant funds for the NHS and the fight against coronavirus.

Pandora UK & Ireland managing director, Kate Walsh, shares: “We are absolutely delighted to be partnering with NHS Charities Together. This is a very difficult time for people across the UK and globally and we want to support our amazing health service and all the incredible key workers who are working so hard to keep us safe and well. We hope this partnership will raise awareness of all the fantastic work the NHS does and also raise significant funds to help the efforts to contain Covid-19.”

“This is such a lovely way for people to show their support for our NHS frontline staff, employees and patients in the middle of this crisis,” adds NHS Charities Together, chief exec, Ellie Orton. “The profits will also go towards our Covid-19 appeal and make a huge difference to all the people we’re supporting across the UK.”

The partnership follows Pandora’s donation of 10,000 medical masks to local Danish hospitals and the US market’s contribution of $50,000 to the American Nurses Association.