Playing its role in addressing the ongoing COVID-19 crisis, Tiffany & Co has donated a minimum of $2 million to a COVID-19 relief fund mission called the Infinity Strength campaign. The jewelry maison has announced that all profits from its Infinity collection will go towards CARE, a non-profit organization that provides financial assistance to vulnerable communities affected by the virus’ macro effects, including women and people of color.

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This charity fund is Tiffany’s second philanthropic drive this year, after its generous donation of $1 million in April to help fight the crisis. The pledge is expected to reach and aid a minimum of 80,000 people including those in countries such as the US, India and China, and regions like Southeast Asia and Southern and Eastern Africa.

“During this global health crisis, we must all be responsive to the urgent needs of our global communities. We’re proud to support organizations providing immediate relief for communities impacted by COVID-19,” Anisa Kamadoli Costa, Chairman & President of The Tiffany & Co Foundation, said in a statement.

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Since the brand’s inception in 1837, Tiffany & Co has been guided by the idea of championing humanitarian causes. And today, more than ever, these values stand to inspire and have a ripple effect on the global community.