“This beautiful gesture” – Swarovski pledges 10% of TREX Collection proceeds to #KickCancerThon

Click on the YouTube icon to watch the Moodie Davitt Showtime episode, filmed in Singapore by Alexander Roux for The Moodie Davitt Report

In an extraordinary gesture, Austrian crystal house Swarovski has pledged to donate 10% of proceeds from its travel retail-exclusive (TREX) Symbolica collection to charitable causes under the umbrella of The Moodie Davitt Report’s global #KickCancerThon fundraising initiative.

#KickCancerThon, the travel retail visibility and fundraising campaign for cancer research worldwide conceived by the late Sinead Moodie, Chief Operating Officer for The Moodie Davitt Report at the time of the initiative’s launch, has grown into one of the biggest Corporate Social Responsibility projects in our industry’s history.

Swarovski’s commitment was revealed by Head of Global Travel Retail Andrea Margineean in the latest episode of Moodie Davitt Showtime, shot at this month’s TFWA Asia Pacific Exhibition.

“At Swarovski Travel Retail, we believe our role in the industry goes beyond business,” Marginean told The Moodie Davitt Report Brands Director Hannah Tan. “Swarovski, together with its key travel retail partners, will donate 10% of sales from the Swarovski travel retail-exclusive collection to a charity of choice.”

She added: “The final beneficiary will be decided together with our partners and airports, and discussions are still ongoing. What’s most important is that the industry comes together for such an important cause.”

About #KickCancerThon

As revealed in her August 2025 Blog, Sinead Moodie was diagnosed last July with Stage 4 NUT Carcinoma Lung Cancer, a rare, ultra-aggressive variant of the disease. She subsequently underwent chemotherapy and immunotherapy treatment at The Royal Marsden Hospital in London.

Tragically, Sinead lost her battle for life on 1 February, the very day #KickCancerThon officially kicked off. The campaign continues in her honour.

Reflecting on the industry response to the campaign, Marginean said: “The solidarity shown by the industry has been truly moving. This is where our impact should lie, beyond shared success and making travellers happy.”

The Moodie Davitt Report Founder & Chairman Martin Moodie, Sinead’s father, said, “Our family, Sinead’s colleagues and I are profoundly touched by this beautiful gesture from Swarovski. It symbolises the deep humanity of the company and the collective heart of the travel retail community.”

The Swarovski initiative centres on the company’s TREX Symbolica jewellery collection. Swarovski said the line is inspired by individuality and self-expression through symbolic motifs linked to love, connection and family.

The TREX assortment includes the Symbolica Drop Earrings, Symbolica Bracelet and Symbolica Pendant. The earrings and pendant feature Evil Eye charms and blue Rhodium plating, while the bracelet incorporates Crystal Pearl, Clover, Evil Eye and Horseshoe charms.

Marginean explained, “The travel retail-exclusive collection features some of our best-selling and most recognisable silhouettes, while incorporating meaningful symbols such as the Evil Eye, the lucky Clover and Angel Wings.

“We’ve brought these symbols to life across necklaces, bracelets and earrings, and we also offer matching sets, which are especially popular with travellers.”

The Moodie Davitt Report and Swarovski are inviting travel retail partners worldwide to join the #KickCancerThon initiative and help support cancer charities through the collective strength, compassion and generosity of the global travel retail community. ✈