#Pomellatoforwomen: a luxury jewelry brand raising awareness of violence against women

Hidden from public view, home is where we feel safe to be ourselves. But not for everyone. Under the cover of Covid-19, there has been a huge surge in domestic abuse. Terrible things have been happening behind closed doors, sealed even more tightly during these past few months because of mass lockdowns and quarantines.

Despite widespread and powerfully promoted gender equality, in many spheres of modern life women remain precariously vulnerable and unprotected.

For this reason, on November 25 – International Day for the Elimination of Violence Against Women – luxury jewelry brand Pomellato launched a social media and video campaign to raise awareness on domestic abuse.

Pomellato’s initiative is a tremendous breakthrough for luxury brands. Conceptually distant from the real world, submerged deep into the divine microcosm of art, design and unsoiled, supermundane beauty, they often appear to be dramatically detached from the facts of life.

And yet, who to support women and raise awareness of the hot-button gender issues better than a brand that stands for women, their freedom and independence.

With that in mind, in 2017 Pomellato founded the platform #PomellatoForWomen to promote gender equality and inclusivity.

And it shows no sign of letting up. Not until abuse and violence against women has stopped.

On MK Nuvola (Italian for ‘cloud’) rings, timeless beauty by Pomellato. Let us hope that the beautiful clouds stay in artistic realm – and we soon see the bright sun above our heads in real life…