The partnership was included in the programme of activity surrounding the Edgars Shoe Affair promotion, which took place at the retailer’s flagship store in Melrose Arch, Johannesburg from Thursday, 26 May 2011 to Sunday, 3 July. To celebrate the arrival in South Africa of some of the most famous shoe brands in the world, Edgars invited customers and employees to make room in their cupboards for any new purchases by giving a pair of previously loved party shoes to The Princess Project. In the end, 114 pairs of party shoes were collected and presented to Jo-Ann at a special hand-over ceremony on Thursday, 4 August 2011. Edgars also gave a beautiful black Jo Borkett designer evening dress, as well as a matching clutch bag and heels.

As one of our country’s most glamorous and high-profile models and TV presenters, Jo-Ann established The Princess Project in 2008, leveraging her extensive peer network to donate previously loved party frocks, such as ball gowns and cocktail dresses, to deserving young ladies who do not have access to expensive evening-wear due to the difficulty of personal circumstances. Like the fairy godmother that waves a magic wand and transforms Cinderella into a sparkling princess, Jo-Ann and The Princess Project make sure that under-privileged young ladies have everything they need to dress up and feel like princesses for the most keenly anticipated event of their high-school careers. To date, over 80 young ladies have benefited from the work of The Princess Project.

At the Edgars ceremony, Strauss said that the 114 pairs of party shoes are going to make a significant difference to the ability of The Princess Project to help many more deserving young ladies. “While there is so much hardship and pain in our country, dressing-up may seem trivial and unimportant. However, we’re giving under-privileged young ladies the opportunity to rise above their day-to-day challenges and improve their self-confidence, which is key to their future growth and development. I wore a previously loved dress to my matric dance; I know the power of fashion in terms of a woman’s psyche, and I hope that in doing what I’m doing through The Princess Project that I can inspire young ladies to reach for the stars and
conquer the world.”

Strauss added that she is very grateful for the generosity of everyone involved and the overwhelming response to The Princess Project. “We’re going to be able to make many more young ladies feel like the princesses they are!”

Edgars' marketing manager for activewear and footwear, Sudesh Bhageloo, explained that it was appropriate to do the shoe hand-over at the beginning of August, as it is women’s month. “As South Africa’s leading fashion retailer, women are core to the Edgars business. We’re very proud that we’re able to make a real difference at this time.”