Financial Times FT.com

Philantrophy: Cautionary tale in creating a caring face

By Lucie Greene

Published: November 13 2009 15:55 | Last updated: November 13 2009 15:55

Next month, Bulgari’s 11-city touring jewellery exhibition, Between Eternity and History, will culminate with a star-studded auction at Christie’s in New York with the aim of raising €10m ($15m) for Save the Children’s Rewrite the Future campaign.

Bulgari’s collection of baubles has toured cities including London, Rome and Beijing, with lavish parties in each, supported by celebrities including Julianne Moore, Benicio Del Toro, Ben Stiller, Sting, Willem Dafoe and Jason Lewis. Bulgari is the latest in a string of fine jewellery and watch brands aligning themselves with philanthropic projects.

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