Bracelet embraces spirit of giving

PUBLISHED : Saturday, 24 December, 2011, 12:00am
UPDATED : Saturday, 24 December, 2011, 12:00am


David Bruce Hong made his first contact with Operation Santa Claus in mid-December when he joined the appeal as a major donor.

A week later, the holiday booth his company set up at Pacific Place was raising money for this fund-raising campaign organised by the South China Morning Post and RTHK.

'I was looking for reputable charities to which my company could contribute,' said Hong, managing director of Cruciani Bracelet in greater China. 'Raising money for the less privileged is a company and family tradition.'

A trusted team, transparency and low administrative costs are other reasons Hong decided to work with Operation Santa Claus.

Since setting up in 1988, the campaign has supported more than 100 causes.

Money raised from this year's appeal will benefit 16 Hong Kong-based charities.

Cruciani Bracelet, an Italian firm, launched its Hong Kong company this month.

Proceeds from its line of thread bracelets go to Operation Santa.

Other charity projects for the company have included a campaign in Japan in November and December, selling a specially designed bracelet to raise money for the Fukushima fishing community devastated by the March 11 earthquake.

The company sold 180,000 in a month, with proceeds going to buying a fishing boat.

Hong is also looking for the right charities for its Macau operation. A major criterion is that the needy can directly benefit from fund-raising.

'The company is new to Hong Kong but involvement in charities is our tradition,' he said. 'Every society has many less privileged people who need help. I believe charities play an important role.'

The businessman says his commitment to charities came from his involvement in projects to help breast cancer patients after a relative was affected by the killer disease.

'The experience made me realised I am very fortunate. My father-in-law helps charities. They are all a positive influence on me,' he said.

'I am happy I can help and confident it will have a positive influence on the younger generation of the family. They will know the importance of helping others.'

Shoppers can visit level two of Pacific Place today and tomorrow to buy the bracelets that raise money for Operation Santa Claus.

How you can give

Donate online by credit card at

Donations can be made at ATMs or at any branch of HSBC: account number 502-676299-001 for SCMP CHARITIES LTD-OPERATION SANTA CLAUS

You can make a donation by cheque, payable to 'SCMP CHARITIES LTD-OPERATION SANTA CLAUS' and mail to: Operation Santa Claus, Morning Post Centre, 22 Dai Fat Street, Tai Po Industrial Estate, New Territories, Hong Kong

Donations of HK$100 or more are tax-deductible. If you would like a tax receipt, please send the completed donation form and original bank receipt with your name, address and phone number to the address above.

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