First Jewelry is donating at least $25,000 annually to the Alzheimer’s Association from sales of Persona’s new collection of sterling silver beads and charms in support of the cause.
The company, which is the exclusive distributor of Persona, says 10 per cent of the retail price from each bead and charm purchased from the ‘Alzheimer’s Association’ collection will be donated to its namesake charity.
“Alzheimer’s disease is a unique triple threat unlike any other disease with its soaring prevalence, enormous cost, and lack of treatment,” First Jewelry said in a press release.
“It’s a disease on the rise and it affects a great number of Canadians who either live with it or care for someone who does. One in five Canadians aged 45 and older provides some form of care to seniors living with long-term health problems. A quarter of all family caregivers are seniors themselves; a third of them (more than 200,000) are older than 75.”
The first three styles of the collection include a silver bead inscribed with “ENDALZ,” featuring hand-painted enamel and Austrian crystals; a three-sided silver bead with hand-painted enamel in shades of purple with the inscription “The End of Alzheimer’s Starts with Me;” and a silver charm reading “ENDALZ.”
The beads and charms reflect the association’s colours and elements. They are now available online and will be sold through select jewellery retailers in Canada and the United States starting this month.
