Everybody’s immediate response after a major tragedy is “how can we help”? After the fires, response from around the country was overwhelming and very moving.
At American Jewelry, when we discovered how many of our friends and longtime customers had lost everything, we gradually developed an idea on how we could help. The Mountain Tough® jewelry line concept was developed for that reason and a portion of the proceeds from sales will be donated to areas of need designated by Smoky Mountain Area Rescue Ministries (SMARM).
SMARM is already working to help people in Sevier County on a daily basis. They are an honest, trustworthy steward of any funds they receive and are better at vetting and determining individual needs than most of the newly established fire relief agencies. They not only help those who lost homes, but also anyone local who is suffering from an economic setback. They help with gas, rent, electricity, food, clothes and counseling – all of which are areas of continuing need in our area.
The first piece designed was a pendant and the original prototype was made in solid 14K white & yellow gold. It was donated to the Gatlinburg Fire Department to sell at auction. The response to the idea and design was tremendous, but the challenge has been how to mass produce it at a price point where everyone will feel comfortable participating. We have now produced the pendant in Sterling Silver and will be offering it for $49.95 with 25% of the proceeds from the first 2 months going to Smoky Mountain Area Rescue Ministries to help them meet the needs of Sevier County’s less fortunate. A percentage of proceeds from our Mountain Tough® pendant will continue to be donated as long as it’s sold. A limited-edition version of the pendant in solid 14K White & Yellow Gold will also be available and SMARM will receive 25% of proceeds from these as well.
The Mountain Tough® pendant is available exclusively at American Jewelry in Pigeon Forge. To get your Mountain Tough® pendant and help wildfire recovery efforts and those in need, come in and see Russ or Chris Myers, or call 865-453-3294 to place your order.