John Lewis Oxford Street turns pink and blue in support of Baby Loss Awareness Week 2023
[Trigger warning]. In a poignant and heartwarming display of support, John Lewis Oxford Street has lit up in shades of pink and blue, marking the beginning of the 21st annual Baby Loss Awareness Week (BLAW).
BLAW runs from October 9th to 15th, 2023.
This meaningful tribute will continue to illuminate London’s iconic shopping street until midnight on Sunday, October 15th.
The transformation of John Lewis Oxford Street into a glowing beacon of pink and blue stands as a profound symbol of solidarity with the families and Partners within the business who have been affected by the loss of a pregnancy or infant. The choice of colors mirrors the charity colors of Sands, a UK-based stillbirth and neonatal death charity, underscoring John Lewis’s unwavering commitment to the cause.
Baby Loss Awareness Week is a poignant moment for the entire baby loss community and beyond to come together, remember, and pay tribute to the cherished infants who were taken too soon. It also serves as a platform to amplify awareness about the far-reaching impact of pregnancy and baby loss and the crucial role that bereavement support plays in the healing journey.
Vicky Luk, Head of Partnerships and Philanthropy at Sands, said: “Sands is thrilled to welcome John Lewis & Partners as a Sands Champion for Baby Loss Awareness Week 2023. It’s fantastic to see John Lewis pledge to show their support of Sands and our work to support bereaved parents and to save babies’ lives. By lighting up their Oxford Street and Leicester stores in pink and blue they are supporting us to raise awareness and help break the stigma that still exists around pregnancy and baby loss.
“Working together with businesses like John Lewis & Partners we can drive change and create a safe and supportive space for their partners and customers who may have experienced pregnancy or baby loss themselves or know someone who has. John Lewis have been wonderful supporters of Sands over recent years, particularly through their Parent and Loss Network, and we look forward to seeing our relationship continue to grow.”
The decision to illuminate their flagship store was inspired by Ellen Newman, the John Lewis Project Management Office Manager, who shared her deeply personal experience with Chairman Sharon White, imploring the business to back the Baby Loss Awareness Week campaign.
The John Lewis Partnership takes its commitment to a compassionate workplace to new heights by offering its employees, affectionately known as “Partners,” dedicated support networks and additional paid leave in the unfortunate event of child or pregnancy loss. This empathetic approach underscores the importance of fostering a supportive work environment during times of personal grief.
“Every year Baby Loss Awareness Week takes place. It is an opportunity for those who have experienced the loss of a pregnancy or infant, along with their loved ones, to come together with people worldwide,” says Ellen.
“The objective is to pay tribute to the lives of their babies and lost pregnancies. Charities are at the forefront of this effort, working to raise awareness of baby and pregnancy loss in the UK while also supporting those who have been impacted. It is crucial that we raise awareness and strive to decrease the number of losses. These charities collaborate with healthcare professionals and other organisations to enhance bereavement care and support and to lower the number of infant and pregnancy losses.
“As a Partner, I am filled with pride knowing that not only does the Partnership support me and other Partners, but they are also showing their support to the rest of the world. It is my hope that other other organisations will take notice of our example and follow in our footsteps for years to come.”
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