Misho Designs launches Covid-19 charitable initiative
Jewellery brand Misho Designs has committed 100% of the proceeds from its ‘Mina Sung Cuffs’ to donate to Covid-19 relief charities this month as the brand seeks to aid India amid the coronavirus crisis.
“My heart is in India, it’s where both my family and team is,” the brand’s creative director Suhani Parekh, who is currently in London, told Vogue India.
Parekh is also considering donating 10% of all the brand’s sales to fight Covid-19 in India, she said.
As coronavirus sweeps India with its second wave, more and more fashion, jewellery, and accessories brands are announcing donation drives to raise funds for charities providing Covid-19 relief in India.
“It seems to be the smaller brands who are responding, but I hope bigger brands also become a part of this,” said Parekh.
Creative director Suhani Parekh launched Misho Designs after studying Fine Art and Art History at Goldsmiths University in London, UK. The brand retails its range of rustic yet modern women’s jewellery from its dedicated e-commerce store and also has a presence retailing with multi-brand boutiques in India and abroad. The brand’s main inspirations include architecture and sculpture, according to the brand’s website.
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