An online Harrods charity rewards site, which offers diamond toothbrushes and Maldives holidays, has been launched to raise money for NSPCC.
Shoppers and supporters are able to pledge donations through the platform, with the person making the largest donation rewarded with a gift.
The project, launched last week, is founded by model and philanthropist Natalia Vodianova and uses charity platform Elbi, a community-based site where subscribers are rewarded for their donations.
There will be new luxury products for customers to buy through the platform each week for the next three weeks, with a minimum of 90 per cent of payments less processing fees going to NSPCC.
NSPCC and Harrods partnership
The rewards site follows Harrods ‘Fashion ReTold’ pop-up in Marylebone and its first charity store on Sloane Street in 2018, where the NSPCC and Harrods partnership has raised £800,000.
Laura Brown, Harrods retail director and member of the NSPCC’s Rebuilding Childhood board, said: “As the industry leaders in designing and delivering luxurious shopping experiences, Harrods is uniquely placed to redefine and elevate the parameters of charitable shopping – which is our ambition with Fashion Re-told.
“There is so much synergy between what Harrods are doing with Fashion Re-told, and Elbi’s mission to make sure it’s users are rewarded for their charitable donations.
“Harrods and the NSPCC will continue to work together to help give every child in London a voice, and we’re thrilled to have Elbi’s support.”