As the Army’s national charity, the ABF has been supporting soldiers who have risked their lives to protect our safety for the last 68 years. Through providing valuable, lifetime assistance for those who are serving or have served in the armed forces, The Soldier’s Charity aims to give something back to soldiers and their families. After long periods spent away from home defending their country, many soldiers return physically and mentally injured and the ABF aims to help by providing financial support at a time when they need it most. This is important now more than ever with the conflicts in Afghanistan and Iraq requiring many of our troops to be stationed abroad.
PANDORA has chosen to support this very British charity through creating an equally patriotic charm. The British Rose, a delicate silver flower decorated with red enamel petals, can be added to any PANDORA bracelet to show the wearer’s support for the valuable cause. The charm costs £40 and for every one sold, PANDORA will donate 15% of the proceeds to The Soldiers’ Charity.
As well as purchasing the British Rose charm, visitors to the PANDORA website are directed to the special micro-site to view pictures of the charm’s recent launch, for which they were joined by celebrity supporters Joanna Lumley and Lorraine Kelly along with three of the charity’s ambassadors. The micro-site also features a ‘Show Your Support’ wall where visitors can contribute their own experiences in the armed forces, as well as stories about their loved ones in the forces. You can also read the stories of three of The Soldiers’ Charity’s ambassadors, who explain their own personal reasons for working with the charity and why wearing the British Rose charm means so much to them.
While the charm marks the beginning of a lasting partnership for PANDORA and The Soldier’s Charity, it’s also a perfect addition to any charm bracelet as well as a fitting way to pay tribute to our servicemen and women.