In 2009, Bulgari decided to take action on behalf of disadvantaged children around the world. This has become an ongoing commitment for the luxury brand. Four of its South-East Asian celebrity ambassadors recently visited the children of ethnic minorities in the Dien Bien Dong district, north west of Vietnam.

Singaporean actress Jeanette Aw, Malaysian actress-producer Debbie Goh, Thai DJ-entrepreneur Hattaya Wongkrachang and Miss Universe Vietnam 2015 Pham Huong spent a day learning with some of these children. Dien Bien Dong is identified as one of Vietnam’s poorest districts, in which the poverty rate exceeds 50% and ethnic minorities occupy up to 95% of the population. Children of ethnic minorities there, reportedly face difficulties in learning due to the fact that all school materials are in Vietnamese.

With Bulgari’s funding, Save The Children will launch a bilingual educational program for disadvantaged ethnic minority children. The programme aims to enhance the interaction between teachers and ethnic minorities children, as well as improve their learning environment.

US$42mil (RM172mil) was raised by the sales of Bulgari’s custom-designed Save The Children collection since its launch. This enabled the charity to help one million beneficiaries in 29 countries across five continents, plus provide a better education and future for those in areas suffering from natural disasters, discrimination, wars, conflicts or poverty.


New exquisite silver black Bulgari-Save the Children bracelet.

Besides a day of interaction with the teachers and children in Dien Bien Dong, Aw, Goh, Hattaya and Pham also learnt about how Bulgari and Save the Children has helped ethnic minority children find ways to cope with their constraints.

“I spent time with primary school children helping them to learn how to fold origami butterflies. It was an amazing moment when they folded their own butterfly and were thrilled with the result. Their smiles were priceless.” related Aw.

Goh stated: “To see their faces and their smiles – it was really amazing. It is really important to continue creating awareness for these children and to help meet their needs. Education is very important for their growth.”

Hattaya stressed on the continued support for the children, especially those who have been forgotten or left behind. As a mother of twins, she said that she knew how vital it is for these children to feel loved.

Pham expressed that this trip made her realise there are so many ethnic minorities in her own country, and they deserve equal opportunity, as every other child in Vietnam.

“Thank you Save The Children and Bulgari for giving them a fighting chance to survive and get equal opportunities in school and the future.” Pham added. Bulgari is launching a new bracelet to honour its on-going philanthropic partnership with Save the Children. Bearing the Save the Children logo, the stunning bracelet adds to the emblematic collection, comprised originally of a ring and a pendant.

Priced at RM2,200, Bulgari’s Save The Children bracelet will be available in stores next month.