Categories NewsPosted on

Livoos: Where Giving is the Greatest Luxury

In a consumer landscape where it’s common to see that only a tiny percentage of what you spend goes to charity, how refreshing to see that new luxury lifestyle brand Livoos have seized the bull by the horns and will donate a massive 50% of its revenue to charitable causes.

In a consumer landscape where it’s common to see that only a tiny percentage of what you spend goes to charity, how refreshing to see that new luxury lifestyle brand Livoos have seized the bull by the horns and will donate a massive 50% of its revenue to charitable causes. Luxury lifestyle brands are not the first thing SEEN thinks of when considering charity, but as Livoos founder and CEO Flavio Amorelli says: “sustainability and social responsibility… will create a new business model that will act as a catalyst for change in an authentic and economically sustainable way.”


Livoos curates high-end lifestyle brands, donating to a cause of the consumer’s choice at no extra cost. Its first edit will host luxury fashion and accessories labels Johnstons of Elgin, Backes & Strauss, Annoushka Jewellery, Bremont Watches and, excitingly, will re-launch an exclusive range of iconic shirts by cult brand Mr Fish.

As a model of social responsibility, brands, charities and entrepreneurs have been only too pleased to get on board with Livoos.

Fabrice Leclerc, United Nations Advisor, innovator & entrepreneur“Livoos doesn’t yet seem to belong to this World, because it is here to change it.”

George McNeil, Retail M.D. at Johnstons of Elgin“Johnstons of Elgin are pleased to be associated with Livoos, an exciting new twist on luxury shopping. It’s true, Giving is the Greatest Luxury.”

Kim Karmozyn, Trustee at My Small Help ( – “Livoos is intriguing as it bridges the gap between business and being a social agent for positive change.”

Livoos anticipates collaborating with many leading luxury brands in their charitable initiative. Lifestyle brands Halcyon Days, Caverswall China, Culti and childrenswear brand Monnalisa are all on board with Livoos, who will be adding art and travel sector brands to their innovative project as they go forward.

Here’s how it works:
1. The consumer selects their lifestyle product.
2. The consumer chooses a cause sponsored by the brand, or they can choose their own.
3. The consumer proceeds to checkout and receives their product in due course.
4. Livoos make the donation on behalf of the consumer when the return period has expired. A confirmation email is sent to the consumer.

Livoos has secured the eminent services of: Sir David Bell, former chairman of the Financial Times; John Caudwell, with the charity Caudwell Children (making a difference for children with disabilities); General Consulate of Italy in the UK, Massimiliano Mazzanti; Caroline Rush CBE (CEO of the British Fashion Council, and in support of the BFC Education Foundation); Lucia Van Der Post (Associate Editor and writer of HowToSpendIT) and Nigel Stowe (Café Royal Hotel and Club). More such support is anticipated in the future as sportspeople, business leaders, entrepreneurs and celebrities get involved in this unique combination of luxury shopping and charitable donation, the first of its kind.

Julia Carrick and Flavio Amorelli
Julia Carrick and Flavio Amorelli
Kamel Ouadi and Julia Carrick
Kamel Ouadi and Julia Carrick
Caroline Rush
Caroline Rush
David Mason, Mr Fish
David Mason, Mr Fish
Flavio Amorelli and John Caudwell
Flavio Amorelli and John Caudwell

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Categories Food&DrinkPosted on

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