Pippa O'Connor has helped to raise impressive €20,000 for the Irish Red Cross' Ukraine Crisis Appeal after putting on a special sale on her Poco by Pippa website.
The TV personality and influencer took to her Instagram stories yesterday evening to address her 422k strong following.
She said: "We're watching what's going on and we're all just horrified and upset by the scenes that we're witnessing. It's just the unimaginable.
"I was trying to think over the weekend what we could do from a brand point of view. Apart from donating personally, I thought that we could put a sale on and give all of the proceeds from the sale to the Irish Red Cross."
Explaining what her brand Poco decided to do, she said: "We've taken time to select a good few of our items - not all of them - but they've been discounted to a really really low price. They would never be discounted this low in any sale.
"We put a really good price on them in the hope that they'll go really quickly and that we'll be able to raise as much money as possible."
She went on to explain that, although the sizes and stocks of the products on sale were limited, she wanted to encourage people to buy them as gifts if they couldn't find anything for themselves.
Within 30 minutes of Pippa announcing the sale, a staggering €20k was raised for the Irish Red Cross.
And she said that she was "blown away" by the response, as she revealed that almost everything in the special sale had sold out.
The Irish Red Cross thanked Pippa online, writing: "This aid is invaluable to the organisation's ongoing effort to provide humanitarian aid to people within Ukraine as well as those who have been displaced to neighbouring countries."
To get the latest breaking news straight to your inbox, sign up for our free newsletter.
