Annabel’s returns this September with its Amazon campaign, raising funds for Indigenous communities, reforestation, and mobile healthcare in Brazil.
London’s private members’ club Annabel’s is bringing back its annual campaign this September to raise funds for Indigenous communities and tree-planting projects in the Brazilian Amazon. Over four weeks, members and guests will help support people on the ground and restore threatened forest areas. It’s a straightforward drive to put resources where they matter most.
Working Together for Impact
Annabel’s has teamed up again with The Caring Family Foundation, which has been active in Amazon reforestation since 2019. The foundation pairs tree-planting with local training and economic support so that communities can thrive while protecting their land. Annabel’s wants more than a one-off donation; it aims to back a program that ties environmental goals to people’s daily lives.
Results So Far
To date, The Caring Family Foundation has planted over 3.4 million trees and seedlings across the Amazon basin. More than 39,000 Indigenous people in 72 communities have benefited from the project’s education and livelihood programmes. This year, the campaign will extend support to 550 families in 43 different settlements, while 111 newly trained seed collectors help safeguard the region’s plant diversity.
New Mobile Healthcare Unit
In March 2025, the foundation rolled out a solar-powered Medical Bus in partnership with Associação Médicos Da Floresta. The bus is equipped with lab equipment, ultrasound devices, eye-care tools and ECG machines. By year’s end, it will have delivered specialist medical services to over 38,000 people living deep in the rainforest, where clinics simply do not exist.
Art and Awareness
On 5 September, to mark World Amazon Day, Annabel’s will unveil its new façade design by Creative Director Tatiana Kharchylava. The installation depicts our planet in ways that remind visitors of trees’ vital role in keeping the air clean and the climate stable. It’s there to spark a moment of thought as members arrive.
Events and Experiences
Throughout September, Annabel’s will host talks, screenings and small gatherings that dive into Amazon conservation. Members can hear from experts, meet people involved in the projects and see first-hand how donations translate into action. The campaign wraps up on 19 September with a gala evening hosted by Richard and Patricia Caring, where funds raised will be put straight back into the foundation’s work.
Auction and Entertainment
The gala includes a live auction led by art specialist Simon de Pury. There will also be a special performance to mix culture with purpose. So far, the ‘Annabel’s for the Amazon’ initiative has secured £5.2 million, and every penny goes directly to the foundation’s programmes.
Sculpture Exhibition
From 4 September, Annabel’s members can view “Light into Life (Release of Oxygen) 2023,” a large Phalaenopsis orchid sculpture by Marc Quinn. Its scale forces you to notice how plants fuel life on Earth and why it matters to protect them. The piece stays on display throughout the month to reinforce the campaign’s message.
Cocktail Collaboration
All month, Annabel’s bar will feature a cocktail menu created with Cincoro Tequila, the new brand backed by five NBA team owners including Michael Jordan. It’s a simple way for members to enjoy something special while supporting a cause. The promotion ties in with Cincoro’s UK launch and gives the brand a meaningful platform too.
A New Standard in Luxury Responsibility
Annabel’s has woven conservation into its club identity rather than treating it as an add-on. Members expect venues to show genuine commitment now, and this campaign proves it can be done without compromising on service. By focusing on clear outcomes and transparency, Annabel’s is setting a practical example for other luxury brands.
