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First Jewelry

Persona, a leading brand of sterling silver bead and charm jewelry, supports the fight against Alzheimer’s disease. As part of a philosophy of designing with purpose and supporting the good work of charitable partners, the Persona Alzheimer’s Association Collection was launched to help raise awareness and funds for the Association. From June 10, 2015 to May 31, 2018, First Jewelry Limited, the exclusive distributor of Persona, will donate 10% of the retail price of the beads and charms, with a minimum commitment of $25,000 annually.

The recent collection includes three new beads coinciding with fall Walk to End Alzheimer’s events. The third collection’s End Alzheimer’s, Hope 4 Alzheimer’s and Fight Alzheimer’s beads feature designs in sterling silver and are highlighted with hand-painted enamel, shimmering crystals and shades of purple.

The Persona Alzheimer’s Association Collection of sterling silver beads and charms was first launched with three styles including a silver bead inscribed with “ENDALZ” which features hand-painted enamel and Austrian crystals in a range of rich purple hues; a three-sided silver bead with hand-painted enamel in shades of purple with the inscription "The End of Alzheimer’s Starts with Me"; and a silver charm reading "ENDALZ." Each item features unique, hand-crafted designs that reflect colors and elements of the Association.

The second collection includes a set of charms with colors and meaning inspired by the Walk to End Alzheimer’s® Promise Garden flowers. The four flower charms each feature a word of encouragement related to Alzheimer’s disease. The set also includes a multi-colored floral bead.

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From June 10, 2015–May 31, 2018, First Jewelry will donate 10% of the retail price of the Persona Alzheimer’s Association Collection of beads and charms, with a minimum annual donation of $25,000 to the Alzheimer’s Association.

Alzheimer's Association

Our vision is a world without Alzheimer's
Formed in 1980, the Alzheimer's Association is the world's leading voluntary health organization in Alzheimer's care, support and research.