Transforming Business, Empowering Communities

Real change begins
with purpose.

Alex and Ani Charity by Design

  • Impact-Driven Growth
  • Purposeful Product Line
  • Employee & Customer Engagement
  • Revenue from Purpose
  • CSR Recognition
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Testimonials

“Thanks to the brilliant minds at Sonder & Tell, we embarked on a full repositioning journey.
In 8 short weeks, we went from guessing most marketing decisions to knowing exactly who we are, what we stand for, what we’re against and exactly what we should be saying.”– PR Dispatch
“Sonder and Tell got into our customers’ heads, and by the end of our time together, knew the golf market better than we did.
The world they built for our brand and customer was clear and original – like any good story. By the end of it, our team was perfectly aligned over who we were, and how the brand had to act and behave to be successful. In part, the process worked so well because we were taken along every step of the journey. We felt in control but were pushed to take our brand somewhere it had never been.”– Manors
​​“Sonder and Tell have been wonderful partners to the UK Bumble team and helped us craft our localised tone of voice.
They ensured all team members were trained correctly in how to use the guidelines and held workshops. The whole process was enjoyable and has left us with guidelines which help us streamline our onboarding process for new joiners and agencies.”– Bumble
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The Challenge
The Challenge
The Challenge

The Challenge

Creating Meaningful Impact While Driving Growth

Alex and Ani wanted to go beyond traditional sales to create a business model that could make a real difference. However, balancing purpose with profit presented unique challenges. They needed a way to integrate social impact deeply into their brand while still driving revenue, enhancing customer loyalty, and engaging employees. This was no easy task—many companies struggle to connect charitable efforts directly to their core business. Alex and Ani set out to prove that aligning business growth with social impact could succeed on a large scale

The Approach

Charity by Design: Making Every Purchase Count

The Approach
The Approach
The Approach

Charity by Design wasn’t just a side project; it was central to Alex and Ani’s mission. Launched in 2011, the program created symbolic charms in partnership with over 1,500 nonprofits, with 20% of proceeds supporting each cause. To foster a deeper connection between customers and causes, each charm was customized to reflect the values of its nonprofit partner. The program’s reach was further amplified through “Charmed by Charity” in-store events, where 15% of sales were donated to charitable partners. Additionally, Alex and Ani empowered employees through volunteer programs, fostering a purpose-driven culture. In-kind donations, event sponsorships, and creative support for nonprofits strengthened these partnerships and extended the program’s impact. Through this model, Alex and Ani successfully intertwined charity with commerce, creating a business deeply rooted in social good.

The Impact
The Impact
The Impact
The Impact

The Impact

A Win-Win for Business and Community

Between 2011 and 2017, Charity by Design raised over $60 million for nonprofits, driving 10% of Alex and Ani’s revenue, increasing customer loyalty, and boosting employee pride. Customers who supported the program returned frequently, purchasing three times more charitable products than other collections. This transparency and accountability built strong trust with both partners and customers. Recognized with the prestigious Silver Halo Award for Best Business Integration, Charity by Design set a new standard for how businesses can align purpose with profit, proving that social impact can be a catalyst for growth.

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Case Studies

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60 Years of Giving Dreams a Home
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Driving Cause Marketing with Living Water International
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Promoting Inclusivity
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Driving Change Together

We believe in a world where businesses and nonprofits work hand in hand to drive social change. At Talawah Impact, we provide the resources and strategies that turn your vision into reality—making sure your story changes the world.