Saving threatened habitats worldwide

London Elephant Parade 2010

Pearly Prince elephant
Date and Time: 
May - July 2010

The Elephant Parade 2010 was one of biggest public art exhibitions to ever come to London, with the UK's top artists, celebrities and designers decorating 260, 1.4 metre high fibreglass elephants to raise funds for the critically endangered Asian elephant.

The Pearly Prince

The World Land Trust was one of the parade conservation partners and exhbited its very own elephant in the window of Coutts Bank on the Strand from 3rd May to 22nd June.

The WLT elephant was designed by SHO Fine Jewellery in partnership with Swarovski to produce one of the most glamorous and eye catching elephants of the parade. Named the Pearly Prince the elephant featured a different design on each side. One half was covered in Swarovski crystal pearls and the other side showed a pearl and crystal encrusted skeleton, symbolising what may be the fate of the Asian elephants if action is not taken to protect their threatened habitats.

Emerald Queen

The Emerald Elephant
A staggering 678 carat oval emerald is the outstanding centrepiece of the elephant's jewellery headpiece.

The World Land Trust also participated with a second elephant in the London Elephant Parade. This elephant, called the Emerald Queen, was created jointly with elephant family by special arrangement.

Gemfields and bespoke jeweller Sabine Roemer collaborated to create an extraordinary lifesize elephant set to be the most valuable design in the 2010 Elephant Parade. Emerald Queen was decorated with emerald dust and a 678 carat oval emerald in the centrepiece of the elephant's jewellery headpiece. Selfridges gave the Emerald Queen royal treatment in the Wonder Room, where it will resided from May to June 2010.

The Gemfields emerald followed an ethical and traceable route from the Gemfields mine in Zambia to Jaipur, where the gem was cut by hand and then shipped to London to be set by Sabine. Gemfields' strict ethical and environmental policies, combined with the conservation achievements of the World Land Trust and elephant family, made this emerald design the greenest in every sense of the word!

After the event

The auction of Pearly Prince

The Elephant Frienship Bracelet
Each friendship bracelet features Swarovski pearls and a silver origami inspired elephant charm.

Pearly Prince was auctioned at the beginning of July at Chelsea Royal Hospital and the proceeds went to the World Land Trust’s Elephant Corridors Project in India.

If your budget didn't allow you to bid for SHO's Pearly Prince, you can still contribute by purchasing a Limited Edition Elephant Friendship Bracelet. Available in three vibrant colours, each bracelet features Swarovski pearls and a silver origami-inspired elephant charm. The bracelets retail at £53.00 and a percentage of the sales will be donated to the World Land Trust for the Elephant Corridor project. They can now be purchased online at Kabiri

Pearly Prince sold for £7.000 by auction to raise funds for elephant conservation.

The auction of Emerald Queen

Emerald Queen was auctioned in the Wonder Room at Selfridges on 23rd June. Proceeds raised went to a wildlife corridor in India that both elephant family and World Land Trust are supporting, working through Wildlife Trust of India.

The Emerald Queen sold for £150,000 by auction to raise funds for elephant conservation.


Event Extras

The creation of the Pearly Prince

The creation of the Emerald Queen

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