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Passion Statement
By Celeste Hoang

What: charms that raise money and awareness for charities
Who: Kay McDonald of Charity Charms LLC
Where: Phoenix
When: Started in 2004
Startup Costs: $150,000

Kay McDonald, a veteran of the fashion and jewelry industry, created her ideal business when she blended her love of accessories with a lifelong passion for charitable work. After noticing the renaissance of charm bracelets in her professional work as well as the growing trend of cause marketing from her involvement with charities, McDonald came up with the concept of a charm created from a charity's logo, custom-made with a clip-on clasp.

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