Jewelry Designer Dee Berkley Develops a Creative Program to Support Communities During COVID-19 and Continuing Long After the Pandemic

By Dawn Britt

Many people and businesses have been impacted by the COVID-19 virus and subsequent closings throughout the world, including Las Vegas. While community members fear for their health and safety, it’s important to see the creative ways people and businesses are using this uncertain time to help those around them. 

As jewelry designer and entrepreneur Dee Berkley was working remotely with a skeleton crew overseeing shipments, she started to think “how can I keep my customers engaged, support the community and not bury my head in the sand while keeping some of my team working?” This is where the Customized Community Support Program was born.

She created three bracelets with 100 percent of profits benefiting Las Vegas’s local food bank, Three Square. The stones used in these bracelet designs each hold different meanings representing wisdom, balance, and protection, inspiring energy which many people may feel in need of. While families and individuals are struggling to consistently feed themselves amongst closing businesses, expensive delivery fees and lack of supplies, each bracelet purchased allowed Three Square to provide 45 meals to the community, and that is pretty powerful! 

Our team put together a plan to spread the word through social media, email database marketing and public relations, resulting in many bracelets sold.

Dee decided that this would be a perfect program to share with her retailers and other companies she does business with. She reached out to see if they would be interested in having her create a customized bracelet for their stores so they too could be part of the movement helping their local communities.  Several retailers jumped on board and from there, it snowballed! 

To date, Dee and her team are working with Bremer Jewelry in Illinois, BBK Fine Jewelry in Michigan, Alter’s Gem who currently have two programs in Texas,  Rogers & Holland located throughout 68 areas within the United States, Lasker Jewelers in Wisconsin and Minnesota, Harris Jewelers in Ohio, Jim Kryshak In Wisconsin and Kelley Jewelers in Oklahoma, on creating simple bracelets in a custom box with a personalized card that discusses the selected charity (a local food bank, first responders, local hospital, animal shelter, etc.) within their local community. The retailers are selling and connecting with their customers while donating to the charity of choice, helping their local communities.  

Bremer Jewelry loved the program so much that they are continuing the program with a custom bracelet benefitting Easter Seals.

Dee’s plan is to continue the Customized Community Support Program long after COVID-19 is over.  “Crafting jewelry that spreads smiles and gives me the opportunity to give back to charitable causes is the core of my business,” says Dee. “Nothing makes me happier than to work every day knowing that I am building a brand that spreads joy and gives back.”

To purchase one of these bracelets and support the organizations, visit: