SHO Fine Jewellery was launched by gemmologist and goldsmith Sarah Ho in 2006 and since then Sarah and her company have received many awards and sell their jewellery throughout the world. SHO has been a supporter of World Land Trust since 2009 with the 'Rising Gems' project during Coutts London Jewellery Week. Then in 2010 SHO introduced the elephant friendship bracelets produced to celebrate the Elephant Parade in London during that summer. Committed to promoting the conservation message Sarah Ho has now designed and created a new range of animal friendship bracelets to be linked to four of WLT's project areas in 2012. 10% of the wholesale cost of each bracelet will be donated to WLT and WLT will use these funds to save critically threatened habitats working with their overseas project partners.