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Black Friday’s roots are in the Roaring Twenties, when a Stateside tradition began to flourish for shopping the Friday after Thanksgiving. Today, with the help of the World Wide Web, Black Friday is recognised globally, kicking off on the last Friday of every November and serving as an opportunity for eager Christmas shoppers to benefit from heavy discounts over the ensuing weekend. From the high street to the internet, the world takes on the temporary form of a chaotic trading floor, myriad voices shouting over one another, each commercial brighter and bolder than the last.
This year, we’re taking a step back from the madness of sales and discount codes.
We recognise that scrimping in the run-up to Christmas is more than just a knack for many families, but a necessity. We’d also be telling big fibs if we said we didn’t love a bargain ourselves! But, if you are to take to this year’s Black Friday sales on the hunt for snips and steals, we ask just one thing: Please try to make at least one sustainable purchase.
It’s no secret that human life is exploited and fragile ecosystems devastated at the hands of fast fashion brands and large corporations. Now, with the spread of COVID-19 and further lockdown restrictions thrown into the mix, it’s more crucial than ever before to support small brands with green principles. CEO of Amazon, Jeff Bezos, has seen his personal wealth skyrocket by 65% since March. Meanwhile, we’ve experienced first-hand the challenges of operating an independent business in the face of a global pandemic. For brands like ours, your support means more than you might realise; be it a purchase, a quick share of an Instagram post or a glowing online review.
For every jewel sold over Black Friday weekend (Thursday 26th November - Tuesday 1st December), we're donating 20% of the proceeds to The Water Project; a charity that works 365 days a year to deliver clean, safe and reliable water to communities across Sub-Saharan Africa.
We’ve been a dedicated patron of The Water Project for many years now. We chose this charity because we’re passionate about aiding the people of Sierra Leone whose lives have been deeply affected by an 11-year civil war fuelled largely by feuds over the diamond mining industry and the traffic of blood diamonds. As an ethical jeweller we feel that it is now our responsibility to right these wrongs. Even today, over 18 years after withdrawal, millions of men, women and children continue to suffer needlessly, walking miles for dirty water that makes them sick. It doesn't need to be this way.
This campaign applies to all collections site-wide, from our ready-to-wear engagement rings (ideal for making this Christmas one to remember!) or the discounted earrings, rings and necklaces in the treasure trove that is our outlet sale.
With a Lebrusan Studio purchase this Black Friday, you'd go one step further than sharing the joy of beautiful jewellery. You'd give somebody the vital gift of water.
Though it might be a little different from previous Christmases, we wish you all the best for the festive period. Take care, stay safe, share love and don’t forget: When you buy from a small business, an actual person does a little happy dance.
It's possible to embrace the beautiful materials that Mother Nature offers us without harming our beautiful planet. By asking questions, simplifying supply chains and sharing our knowledge with the world, we can achieve this balance.
