Lady LUX

Coco Rocha is experimenting with a new combination: jewelry and philanthropy. Partnering with nonprofit Senhoa, the supermodel has created a new collection, Coco Rocha for Senhoa, to help human trafficking victims from Cambodia, reported WWD.

Roca’s involvement with the charity traces back to her wedding day on June 2010, when she received a piece of jewelry crafted by women from Senhoa. Inspired, she sought a way to help.

“They asked if I wanted to partner up with them to do a jewelry line. I designed it and the girls make it and the proceeds go to the girls,” Rocha said to WWD.

Handcrafted at Senhoa, the jewelry features clear, black and multicolored Swarovski Elements beading with silver and gunmetal linked chains. Priced $60 to $195 – and one item for $995 – the collection includes two pairs of earrings, two bracelets, one necklace and two body pieces.

To promote the charitable collection, Rocha invented the tag line “accessorize your conscience.” The phrase means spending a tad more than usual on a piece “because you know you’re helping out and it was in the hands of a young girl who put a lot of time and effort into it,” she declared.

The line is also backed by some serious star power. Rocha and her friends Iman and Caroline Trentini were shot by photographer Niguel Barker for the first ad campaign, and Rocha and Behati Prinsloo were captured by Jamie Beck for the second.

Tagged in: charity, jewelry, nonprofit, human trafficking, coco rocha, senhoa,