Karen Ellison, founder of e-tailer Jewels For Humanity, prides herself on her original and quirky edit of fine jewellery. Yet her site’s charitable credentials are an equal draw – 20 per cent of sales from every item sold is donated to a charity of the customer’s choice. The selection includes cuff links (second picture, $6,600), earrings (from $18,000) and rings (Sea Treasure Octopus ring in first picture, $185,000) by Ricardo Basta – a third-generation Argentinian jeweller – watches by Piaget (price on request), as well as rhodium-plated rings (from $195) by Timmy Woods, the LA-based designer whose patrons have included Elizabeth Taylor and Diana Ross.
The site has been so successful since its launch in January 2012 that Ellison is using the same model for her latest venture, a fundraising e-shop due to launch in 2013 that will partner with fashion designers, perfumers, beauty brands and technology companies. “I’ve even spoken to the vice-president of a yacht company who’s interested in being involved,” says Ellison. “I truly think the possibilities are endless.”