French jewelry house MESSIKA revealed the launch of its new collection, dubbed MESSIKA CARE(S), which aims to assist those in need in Lebanon. The Cedar country, which is currently facing a severe economic crisis, with high levels of poverty, unemployment, and inflation, is also still reeling from the devastating Beirut port blast, which left hundreds injured and caused widespread damage across the city in 2020
Given the urgency of the situation, the luxury label has taken it upon itself to instigate change and take weight off the shoulders of locals by pledging to donate 100 euros for each piece of jewelry purchased to CARE, an international non-governmental organization (NGO) specialized in humanitarian assistance, emergency relief, and development projects. The monetary contribution will seek to help the charity continue its work in providing basic needs to those affected by the crisis, and will also aim to empower and support the long-term self-sufficiency of the individuals and communities they serve.
“Nearly 78% of the Lebanese population lives below the poverty line. Inflation reached 229% between February 2021 and February 2022. Eleven years after the start of the Syrian crisis, the Lebanese government estimates that it hosts more than 1.5 million Syrian refugees, making it the country with the highest number of refugees per capita in the world. Among these communities, women and children are the most affected. It is therefore urgent to raise awareness and help,” said Founder and artistic director Valérie Messika in a press release.
The MESSIKA CARE(S) collection, which consists of two gold and diamond chain bracelets and a gold and diamond cord necklace, wants to send a strong message of hope to the people of Lebanon. It’s not the first time that Messika has made use of her business to altruistically help marginalized communities in Lebanon. In 2021, she established her own foundation to support young girls and women in the Levant country by providing them with basic hygiene kits every month.
“By launching this foundation a year ago, I wanted to commit myself further and act more concretely. By helping the most deprived women in the field, by placing the education of young girls as a key factor of emancipation, we are helping to build a fairer society,” she said.