Tuesday, January 10, 2017

To a child, a pinky promise speaks volumes. It’s the official seal of approval for an agreement—no ifs, ands or buts. Luxury brand Louis Vuitton had this in mind when creating their first #makeapromise day, coming up on January 12, in partnership with UNICEF, which protects and defends the rights of children.

The movement renews Louis Vuitton’s vows made last year to raise funds for UNICEF through sales of the Silver Lockit pendant ($600) and bracelet ($500). For each purchase, $200 is donated to help children in need. That amount funds the purchase of valuable materials such as 6 first aid kits with practical equipment for treating cuts, minor burns to protect again infections; or 25 fleece blankets to keep warm; or 45 mosquito nets to protect against malaria.

On #makeapromise day, Louis Vuitton client advisors will act as special advocates of this partnership and promote the sales of the jewelry pieces in 460 of their stores worldwide in more than 60 countries. To date, they have helped raise $2.7 million to bring children life-saving humanitarian support in Syria and Nigeria.

“Charity starts at home,” says Michael Burke, president of Louis Vuitton. “Last year, we challenged our teams to come up with a symbolic gesture that would federate people around our cause.” And that gesture, is yes, the pinky promise. To create a buzz, the brand has encouraged friends and clients to cross their pinkies, snap a photo and post on social media with the hashtag #makeapromise.

“Millions of children, the foundations of tomorrow’s stable, healthy societies are today experiencing violence, conflict and diseases. Now more than ever, the need to stand together for and with children is critical,” says Gérard Bocquenet, director of private fundraising and partnerships at UNICEF.

Burke adds, “We believe in word of mouth. Our goal is to reach as many people as possible and to make a real difference.”

To learn more about the Louis Vuitton for UNICEF #makeapromise partnership and shop the Silver Lockit pieces, visit


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by Debbie BancroftPhotographed by Griffin Lipson and Hunter Abrams/