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Knickers Model's Own: Caroline Jones' 'year of charity clothes' campaign 'snowballs' | Knickers Model's Own: Caroline Jones' 'year of charity clothes' campaign 'snowballs' |
(5 months later) | |
A woman who wanted to raise £1,000 for cancer research by wearing charity shop outfits every day for a year has raised more than £11,000 in five months. | A woman who wanted to raise £1,000 for cancer research by wearing charity shop outfits every day for a year has raised more than £11,000 in five months. |
Caroline Jones, 46, began Knickers Model's Own in memory of her mother Mary Benson who died of breast cancer. | Caroline Jones, 46, began Knickers Model's Own in memory of her mother Mary Benson who died of breast cancer. |
The Cancer Research UK (CRUK) shop in Harpenden, Hertfordshire, where she volunteers, has also seen a "noticeable increase in customers and donations". | The Cancer Research UK (CRUK) shop in Harpenden, Hertfordshire, where she volunteers, has also seen a "noticeable increase in customers and donations". |
"People are so generous, it's captured the imagination," Ms Jones said. | "People are so generous, it's captured the imagination," Ms Jones said. |
Mary Benson, who volunteered at the Harpenden shop for 13 years, died last October, aged 72. | Mary Benson, who volunteered at the Harpenden shop for 13 years, died last October, aged 72. |
Ms Jones started wearing charity clothes on 1 January and posts a daily picture on social media - she has now increased her fundraising target to £36,500. | |
"Other than her pants" she gets her look from the Harpenden store's "treasure trove" and other CRUK shops around the UK. | "Other than her pants" she gets her look from the Harpenden store's "treasure trove" and other CRUK shops around the UK. |
Campaign 'snowballed' | Campaign 'snowballed' |
As well as her daily blog, there have been "numerous" newspaper and radio interviews, an appearance on Loose Women and a part in a documentary with Blur's Alex James. | As well as her daily blog, there have been "numerous" newspaper and radio interviews, an appearance on Loose Women and a part in a documentary with Blur's Alex James. |
"It's just snowballed, it still amazes me that people are so interested in what I am wearing," she said. | "It's just snowballed, it still amazes me that people are so interested in what I am wearing," she said. |
"There are people who are just interested in fashion and thinking 'what will she wear today', and there are people with their personal cancer stories - whether they are having treatment or suffering bereavement, they can relate to it," she said. | "There are people who are just interested in fashion and thinking 'what will she wear today', and there are people with their personal cancer stories - whether they are having treatment or suffering bereavement, they can relate to it," she said. |
"The third angle is the whole ethical, renewable fashion one. People are really drawn to the campaign because of the message - that you can be fashionable and ethical. | "The third angle is the whole ethical, renewable fashion one. People are really drawn to the campaign because of the message - that you can be fashionable and ethical. |
"I have got the best wardrobe I've ever had, nothing is missing, except for shoes... it's always a challenge to find good footwear." | "I have got the best wardrobe I've ever had, nothing is missing, except for shoes... it's always a challenge to find good footwear." |
Ann Jay, who manages the Harpenden shop said the campaign had "really caught the attention of local people". | Ann Jay, who manages the Harpenden shop said the campaign had "really caught the attention of local people". |
"We've seen a noticeable increase both in the number of customers and donations... we are also witnessing more and more younger customers," she said. | "We've seen a noticeable increase both in the number of customers and donations... we are also witnessing more and more younger customers," she said. |
"Her unique idea has transformed the way people think about charity shops, really showing off the great value one can get by buying pre-loved items." | "Her unique idea has transformed the way people think about charity shops, really showing off the great value one can get by buying pre-loved items." |
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