Company redresses balance on Black Friday spending

Maternity and childrenswear brands Baukjen and Isabella Oliver donate to charity

Socially conscious womenswear and maternity brands Baukjen and Isabella Oliver have decided to donate profits this Black Friday. Over the weekend (27th- 30th November), which usually sees an excess of discounting, the brands will donate profits to four deserving charities.

The brands have decided to kick back against aggressive discounting and instead will partner with a different charity each day and donate 100 per cent of profits from both websites to social causes in the UK.


Photo credit @Centrepoint

The chosen charities are Centrepoint, supporting youth homelessness, The Trussell Trust, working to end the need for food banks in the UK, national suicide prevention charity PAPYRUS and The Princes Trust, helping the young build skills and confidence to find employment during this critical time.

“It’s been such a difficult year and as an ethical and sustainable brand we don’t feel its right to participate and encourage hyper consumerism. We believe in buying less and buying better, which is why this year, we wanted to give back and really make a difference.” Says Creative Director & Founder Baukjen de Swaan Arons.

House of Baukjen already donates at least 10 per cent of its profits annually to charity, and regularly embarks on collaborations and donation schemes with Great Ormond Street Hospital, NHS Charities Together and Women & Children First.

Baukjen continues; “We have partnered with charities that we feel really support our brand values and are key beneficiaries during these uncertain times.”

At present Suicide is the biggest killer of young people under the age of 35 in the UK. Every year more than 200 schoolchildren are lost to suicide.

Ged Flynn, Chief Executive of the national charity PAPYRUS Prevention of Young Suicide, said: “The support and generosity of the House of Baukjen will help us to continue giving hope to young people who are struggling with life.”

“Money raised will help to pay for potentially life-saving calls, texts and emails to our confidential HOPELINEUK service, which offers support and advice to young people and anyone who is worried about a young person who may be having thoughts of suicide.”

While Centrepoint estimates that rough sleeping across England has increased by 141 per cent since 2010 and over 100,000 young people in the UK approach their local authority each year as they are homeless or at risk of homelessness.

“This Christmas, it’s estimated that over 23,000 young people will be at risk of homelessness across the UK. Centrepoint is facing an incredibly challenging time, as the pandemic and the subsequent recession mean that more and more young people have lost their jobs, their homes, and will be forced to experience homelessness. We are so grateful for the generous support from Baukjen & Isabella Oliver and their customers, the money raised will help us to continue to provide our vital services to young people who need us most, and ultimately, help end youth homelessness for good.” Centrepoint Senior Corporate Development Manager, Lucy Coleman.

House of Baukjen launches its Black Friday charity campaign on 27th- 30th November on Baukjen.com and IsabellaOliver.com. During these dates 100 per cent of profits will be donated to charity.

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