The official launch of Gitanjali USA division, Aston Luxury Group's newest brand, Love Universe at the JCK show in Las Vegas June 3-6, will also ignite a new philanthropic movement - Love Pledge.  

Love Universe, a lifestyle jewelry collection marked with distinctive sensibility and innovative design strategy, is a partnership of leading jewelry conglomerate Gitanjali USA and the multi-dimensional house of art, music, fashion, film, design and media, Yellow Fever Creative.

Love Pledge is a moral commitment whose mission is to encourage citizens of the world to commit 1% of their annual earnings and 1% of their annual time to philanthropic causes and charitable organizations of their choice. The organization will serve as a facilitator of raising awareness that the world becomes a better place when its citizens give in all shapes and forms.

Beginning August 1, 2011, individuals will be able to purchase Love Pledge identity bracelets for $10 through multiple distribution channels. The bracelets will be made by women in Rwanda and Indego Africa. Initial proceeds will be provided to Indego Africa as well as to help fund Love Pledge awareness programs. Love Pledge does not advocate any particular cause, but will serve as a facilitator of raising awareness that the world becomes a better place when its citizens give in various ways.

By committing to the pledge, participants will be able to donate to the charitable organization of their choice. The names of donors will be listed on the website and be provided with an opportunity to publish a brief statement how they wish to direct their pledge.  

The goal for Love Pledge is that by 2015, 40 million individuals worldwide will accept the pledge by giving both 1% of their time and 1% of their earnings annually. This equates to 120,000,000 charitable days (at three days per year) and 20,000,000,000 dollars ($500 average per person) given to charity each year by citizens of the world, making it the second largest philanthropic movement in history.

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