Natalie Mills, the designer behind the namesake brand that has been worn by celebrities including Carrie Underwood, Lizzo, Halsey, Kelly Clarkson, and Jennifer Lopez, has been donating jewelry to brides whose wedding day has been affected by COVID-19. The initiative that is still ongoing aimed to show support for any bride-to-be who has had to postpone her wedding or has suffered financial hardships due to the global pandemic and may be struggling or unable to afford small luxuries like jewelry for her special day.
Natalie always knew brides made up a large contingency of the brand’s loyal customer base so she naturally wanted to do something to show her appreciation for all the years of support. “During this initiative, I have been so emotionally overwhelmed to read how many of the brides-to-be were front line workers, giving up what should have been one of the most important days of their lives to save the lives of others,” says Mills.
Natalie Mills’ brand mission has never wandered: to accessorize women with affordable glamour, sophistication, and style while giving back to those less fortunate through the Natalie Gives Back program. The campaign originally promised jewelry to 500 brides but due to the incredible response, the initiative will expand to 1000 brides. Further, Natalie Mills will also be donating 50% of all proceeds from selected designs in the ICON Collection to No Kid Hungry.
“Our company slogan, Culture of Kindness, was placed on my heart when I launched my business from humble beginnings with only $100 to my name. My aim was to design the most glamorous jewelry while inspiring kindness. In these testing times, kindness is what is most needed, followed closely by a little extra sparkle,” says Mills.