With the Holy Month of Ramadan around the corner, while the world battles the Covid-19 pandemic, there has never been a more crucial time to help those in need. It is important to not forget the ones without the resources to protect themselves and their families, and this is why Cartier has pledged to donate AED 1 million to the Emirates Red Crescent’s ‘The Homeland of Humanity’ fund. Through this donation, the French luxury brand aims to assist the region’s most vulnerable people in the fight against Covid-19.
“As a Maison, we feel strongly about expressing our gratitude to the people of the region; and what better time to do so than the month of giving, the Holy Month of Ramadan,” says Christophe Massoni, Chief Executive Officer of Cartier in the Middle East, India, and Africa. He adds: “More than ever, Cartier remains committed to supporting the less fortunate, those affected and the people caring for them during this difficult and unprecedented time. We truly look forward to celebrating the month of Ramadan with a spirit sharing and togetherness, which are dear to Cartier’s heart.”
‘The Homeland of Humanity’ fund was set up in coordination with the National Emergency Crisis and Disasters Management Authority, the Emirates Red Crescent and other humanitarian and charity organizations in the country. Not only is its main objective to strengthen the measures being taken to curb the rapid spread of the coronavirus, but to also ensure that families in various segments of society live in an environment hospitable enough for them to stay home and protect themselves from the consequences of the virus.
This donation is one of many philanthropic aids offered by Cartier in more than half a decade. Through Cartier Philanthropy – a foundation dedicated to social responsibility and humanitarian efforts – the Maison strives to improve the lives of the most vulnerable, in particular women and children living in the world’s least developed regions.