National Jeweler Network

Market Developments

Zale, Persona charm line to benefit Autism Speaks


Toronto--Zale Corp. and bead jewelry brand Persona have created a charitable jewelry collection that will support the autism science and advocacy organization Autism Speaks.

Persona has designed a collection of Autism Speaks beads and charms, for sale exclusively at Zale retail locations including Zales, Zales Outlet, Gordon’s Jewelers and Peoples Jewellers and online.

The collection features three Autism Speaks charms, each incorporating the trademark autism symbol, a puzzle piece. A sterling silver bead with an oxidized puzzle pattern, a blue crystal puzzle-shaped bead and a sterling silver and blue enamel puzzle charm comprise the collection (top photo).

The charms are $40 to $50 each. Persona owner First Jewelry Limited and Zale Corp. will donate $10 to Autism Speaks from the sale of each charm.

The charms were introduced with Persona’s new 2013 collection, and they fit Persona bracelets as well as most other bead bracelet brands.

“We believe this is a uniquely stylish and meaningful way to help raise awareness and funds for this important cause,” First Jewelry Limited President Neil Travis said.