CJS introduces program to protect elephants
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Colombo Jewellery Stores Chairman Akram Cassim and Brand
Ambassador of Colombo Jewellery Stores, Jacqueline Fernandez
at the launch of the ‘Unforgettable’ collection. |
Award-winning Bollywood actress and Brand Ambassador of Colombo
Jewellery Stores (CJS), Jacqueline Fernandez launched 'Unforgettable', a
collection that espouses the natural beauty of the wild.
It is estimated that over 250 elephants and about 80 people are
killed annually due to the human-elephant conflict and the CJS has
initiated a program to protect wild elephants and ensure their survival.
"Unforgettable is a campaign to protect elephants. This is probably
the first time in Sri Lanka that a celebrity with the support of a local
corporate supports an environmental cause. The collection spotlights the
importance of elephant conservation," Colombo Jewellery Stores Chairman
Akram Cassim said.
"We lose almost 5 percent of our estimated 5,000 wild elephants
annually due to the conflict and if we don't do our part, in 25 years
time, elephants will be seen only in protected areas, photographs and in
captivity but not in their natural habitat, in the glory of the wild,"
he said.
"We want to create the first plastic-free region in Sri Lanka in
Wasgamuwa and encourage community ownership for a plastic collection and
recycling process, converting raw waste into compost," Cassim said.
- SJ |
