Asprey’s Zero Profit Initiative

Asprey, the iconic luxury brand established in London since 1781, has always supported its citizens during the most difficult and critical times—from crafting army supplies in World War I and World War II in its own workshops, for instance, to producing commemorative gifts given to the soldiers that served their country. Today, Asprey continues its commitment to helping those battling on the frontlines, sacrificing their own health to treat and care for others.

Most recently, Asprey announced a zero-profit initiative supporting the National Emergencies Trust, a disaster charity backed by HRH Duke of Cambridge, currently providing support to organizations battling the Coronavirus. In an “All Profit” donation to the National Emergencies Trust, Asprey’s internationally renowned 167 Pendant—famously worn by Catherine, Duchess of Cambridge—has been created in sterling silver with a special engraving on the reverse with the NET logo. They have also extended their philanthropic initiative to America, supporting the charity No Kid Hungry, an evolving community with a shared belief—no kid in America should go hungry.

Said John Rigas, Asprey’s Chairman: “We are pleased to partner with National Emergencies Trust and No Kid Hungry, incredible organizations working collaboratively with a range of charities to ensure the maximum amount of money is raised and distributed securely and fairly to help those most affected by the Coronavirus outbreak. Our modest initiative, is the least we can do show our support of these incredible and vital institutions working tirelessly to aid those most in need.”

Catherine, Duchess of Cambridge, wears Asprey’s original 167 Button Pendant in white gold with pavé diamonds and a central amethyst while walking with Queen Elizabeth ll during a  viewing of the Duchess of Cambridge’s wedding dress while it was on display at Buckingham Palace for the annual summer opening on July 22, 2011 in London, England. (Courtesy of Rota/Anwar Hussein Collection/Getty Images)  

Asprey’s stunning 167 Pendant is inspired by the concept of buttons on fine clothing and English tailoring. This motif has been included across many of Asprey’s collections and features a central amethyst stone, the signature color of the house. And engraved around outside of the pendant is the Flagship London address, which historically is part of the same building occupied by British Nurse Florence Nightingale, known for raising the standards and policies of medical care.

Asprey’s London flagship.
The Duke and Duchess of Cambridge attend a Canada Day Citizenship Ceremony at The Canadian Museum of Civilization, July 1, 2011. (Getty Images)

With this initiative, the National Emergencies Trust will collaborate with a wide range of organizations to ensure the maximum amount of money is raised and distributed effectively and fairly to those organizations who can do most to help those in need. 

The 167 Pendants are currently available to pre-order at (with funds directly donated to NET or No Kid Hungry) to be used in response to the Covid-19 pandemic.