Annabel’s New Facade: A Rainforest Rescue Mission

The Caring Family Foundation and Annabel’s recently unveiled a captivating facade in Berkeley Square on Amazon Day and International Day of Indigenous Women.

This striking installation, which will grace the square throughout September, serves a dual purpose: to showcase the breathtaking splendour of the Amazon rainforest while drawing attention to the dire consequences of deforestation.

Highlighting the Amazon’s Beauty and Devastation

This year’s facade is more than just an artistic display; it’s a profound statement that connects the urgency of the deforestation crisis with London and the UK.

It serves as a poignant reminder that each of us plays a pivotal role in safeguarding our planet.

Annabel's for the Amazon: Unveiling the Beauty and Urgency of the Rainforest

At the core of The Caring Family Foundation’s mission lies a commitment that extends beyond environmental preservation and tree planting.

The foundation seeks to fund initiatives that promise a brighter future for families, develop supply chains that promote community products, and consequently, boost income generation for indigenous families by an astounding 100% within the first year of project implementation, with continued growth of 30% to 50% over the following three years.

Empowering Communities Through Fundraising

The funds raised through this year’s “Annabel’s for the Amazon” campaign will empower TCFF to invest further in social projects within the state of Acre. These projects encompass tree-planting initiatives, the empowerment of women, and the creation of income opportunities for local and indigenous communities.

A notable expansion of efforts will reach two additional indigenous and traditional communities, which include 193 remarkable women (including 34 single mothers), in partnership with SOS Amazônia in Brazil.

The remarkable achievements of the Foundation so far are evident in the successful planting of 1.75 million trees and seedlings in the Amazon.

They are well on track to achieve a milestone of 2 million trees by March 2024, solidifying TCFF as the largest UK donor to reforestation efforts in the Brazilian Amazon.

A Month of Awareness at Annabel’s

Throughout September, Annabel’s will host a diverse range of events. The highlight of the campaign, the “Annabel’s For The Amazon” event on September 21st, will feature headliners such as multi-award-winning singer Seal and the internationally acclaimed house group WhoMadeWho. The celebration will not only pay homage to Brazil but also shine a spotlight on The Caring Family Foundation’s work.

Additionally, a specially crafted cocktail menu in collaboration with The Lost Explorer Mezcal will contribute all profits to TCFF, aiding ongoing tree-planting initiatives, with each cocktail sold equating to the planting of 2.5 trees.

Annabel's for the Amazon: Unveiling the Beauty and Urgency of the Rainforest"

Winds of Yawanawa: A Mesmerizing Artwork

On September 25th, Annabel’s will host two climate leaders, Sônia Guajajara and Txai Suruí, who will shed light on the challenges faced by indigenous communities in the Amazon due to deforestation.

Throughout the “Annabel’s For The Amazon” campaign, visitors will have the privilege of viewing the prestigious artwork “Winds of Yawanawa” from Richard and Patricia Caring’s private collection. This unique collaboration between trailblazing new media artist Refik Anadol and the Yawanawá community, curated and commissioned by Impact One, offers a glimpse into new equitable collaborations with indigenous communities.

It harnesses real-time weather data from the Yawanawá sacred village of Aldeia Sagrada, creating a living representation of the Yawanawá identity and their connection to the Amazonian territory. It serves as a visual testament to the fundamental ecosystem that The Caring Family Foundation is committed to preserving.

A Vision for a Better Future

Annabel’s month-long campaign aligns with the UN’s SDG Summit, taking place in New York on September 18th – 19th. This summit brings political leaders together to discuss the 2030 Sustainable Agenda, reigniting hope among nations impacted by this summer’s climate change effects.

TCFF believes that sustained attention to this issue will lead to a commitment to change in the future, and Sônia Guajajara’s presence at the Summit reinforces this commitment on a global scale.

Miguel Scarcello, Co-founder and President of SOS Amazônia, underscores the importance of their collaboration with The Caring Family Foundation in delivering social and environmental equity for the future.

The collaboration focuses on forest restoration, income generation, food security, and targeted reforestation efforts to ensure water supply and support crucial river basins. Their mission is a beacon of hope in the face of the current crisis, demonstrating that humanity can overcome its challenges.

Annabel's for the Amazon: Unveiling the Beauty and Urgency of the Rainforest

Patricia Caring, Co-Founder of The Caring Family Foundation and Chairwoman of Annabel’s said, “Annabel’s for the Amazon was established four years ago and set out to raise awareness and funds for the crisis happening in the Amazon. We think about the Amazon for the trees but there is so much more that is affected by deforestation.

Families strive to survive amongst the challenges, Mothers need to feed their children and communities are at the risk of extinction. Our work on the ground directly supports the livelihoods of the indigenous people in the Acre region who choose the species of trees planted by The Caring Family Foundation.

It means they are able to grow, produce and generate income for their families, thereby giving them a chance to thrive”


Annabel’s for the Amazon” emerges as a powerful initiative that not only celebrates the awe-inspiring beauty of the Amazon rainforest but also confronts the pressing issue of deforestation head-on.

The collaborative efforts of The Caring Family Foundation and Annabel’s have yielded remarkable results, with significant trees planted, indigenous communities empowered, and vital awareness raised.

As the campaign aligns with the UN’s Sustainable Development Goals and global leaders come together to address the climate crisis, there is renewed hope for a more sustainable future.

The commitment of individuals like Sônia Guajajara, Txai Suruí, and the dedicated teams at TCFF and SOS Amazônia underscores the importance of collective action in the face of environmental challenges. Through these combined efforts, we can not only protect the Amazon but also safeguard our planet’s delicate ecosystem for generations to come.

It is a reminder that the preservation of the Amazon is a global imperative, and together, we can make a profound difference in the fight against deforestation and climate change.

Salon Privé

Salon Privé Magazine is the quintessence of luxury lifestyle journalism, renowned for its sophisticated portrayal of the opulent world since its inception in 2008. As a vanguard of high-end living, the magazine serves as an exclusive portal into the realms of haute couture, fine arts, and the aristocratic lifestyle. With over a decade of expertise, Salon Privé has established itself as the definitive source for those who seek the allure of luxury and elegance. The magazine's content is crafted by a cadre of experienced journalists, each bringing a wealth of knowledge from the luxury sector. This collective expertise is reflected in the magazine's diverse coverage, which spans the latest in fashion trends, intimate glimpses into royal lives, and the coveted secrets of the affluent lifestyle. Salon Privé's commitment to quality is evident in its thoughtful collaborations with industry titans and cultural connoisseurs, ensuring that its narratives are as authoritative as they are enchanting. With accolades that include being voted the number one luxury lifestyle magazine in the UK, Salon Privé continues to be at the forefront of luxury journalism, offering its discerning readership a guide to the finest experiences the world has to offer. Whether it's the grandeur of global fashion weeks, the splendor of exclusive soirées, or the pursuit of wellness and beauty, Salon Privé Magazine remains the emblem of luxury for the elite and the aspirants alike.