Retail Trust, the principal charity of the retail sector, is planning a cause-related marketing campaign to raise funds by selling collectible charms.

The accessories, which can be used to adorn a handbag, mobile phone or jacket zip, have been designed by popular lifestyle brand Born to Shop.

Launching in mid-November, they will be sold through retailers such as House of Fraser, Harrods and Beales as well as members of the Association of Independent Retailers such as Browns of York, Harveys in Halifax and Roomes in Essex.

Available in four designs, the charm designs include miniature shoes and handbags in this season’s purple or sparkly hot pink.

As the first consumer-facing fundraising initiative from Retail Trust, the charms are intended to educate both shoppers and retailers alike. The suggested £1 donation goes to Retail Trust which supports all people in retail, whatever their age or ability.

The retail sector employs over three million people and is one of the largest employers in the UK, second only to the government. While retailing offers many unparalleled opportunities and career growth for people from many diverse backgrounds, it also has many people on or near the minimum wage.

John King, chief executive of House of Fraser, said: “It will be great to see wider recognition of the important work done by Retail Trust which provides an invaluable service for retail workers around the country. We are confident these charms will begin to achieve this recognition for the charity.”

Retail Trust provides hardship grants of £1 million a year to people who are working in or have worked in the retail industry or associated businesses. It also provides vital support and a range of services such as a free and confidential helpline, access to free counselling, free legal advice, training and lifelong learning opportunities, an employee assistance programme, team-building opportunities such as Retail Trust Week as well as retirement housing throughout the UK.

Nigel Rothband, chief executive of Retail Trust, said: “Retailers have been incredibly responsive about the launch of our first fundraising product range. We’re convinced they will charm shoppers into supporting our work.”