Bond star Britt calls on nation to support Alzheimer's Society 'Old Jewellery Appeal'

The Appeal aims to turn hidden treasures into vital donations in this tight economic climate. For many people cash donations may not be possible but donating old or unwanted jewellery is a simple way to donate that won't burn a hole in your pocket. 

Britt has personal experience of dementia through caring for her mother who had Alzheimer's disease and has been supporting Alzheimer's Society. For 18 years Alzheimer's Society, with the support of Ambassador and London jeweller Nicolas Mullings, has appealed for unwanted jewellery, which is then turned into valuable funds. Britt is calling on the nation to uncover all their hidden treasures, not just gold items, to help support the thousands of people living with dementia in the UK.

Britt Ekland, Alzheimer's Society Patron said,

'My mother was struck by dementia in her early 60s and was ill for 11 tortuous years. Dementia is not a natural part of ageing; it is caused by diseases of the brain and robs people of their lives. I have made it my duty to spread awareness and help others living with dementia and those who care for them.

We all have odd bits of jewellery or even costume jewellery that's no longer in style that could be donated. Get a head start on spring cleaning to help Alzheimer's Society defeat dementia by donating your old and unwanted jewellery today.'

Jo Swinhoe, Director of Fundraising and Marketing said,

'In these difficult economic times turning your unwanted jewellery into a precious gift couldn't be easier with the Old Jewellery Appeal.  Whether it's an odd cufflink or earring, or a necklace that you no longer wear, every single item is gratefully received.

Your donation will be converted to money that will help people live well with dementia today and for research to find a cure for tomorrow.'

To donate your old or unwanted jewellery visit alzheimers.org.uk/jiffy to receive a freepost jiffy bag or call 0870 4170192.