British socialite Meg Mathews is handing over the proceeds from her snake-inspired jewellery line to animal rights charity People for the Ethical Treatment of Animals (Peta).
Mathews, ex-wife of former Oasis rocker Noel Gallagher, has shown her support for Peta campaigners by pledging a portion of profits from her accessory collection Venom, which features snake shapes and scale patterns.
She says, "I have always been inspired by the beauty and exotic nature of snakes, but when I learned how these animals suffer when they are skinned for nothing more than a bag or belt, it gave me the creeps and I could never wear them again.
"I am proud that every purchase of a Venom item will help Peta fight the abuse of snakes and other animals."
Mathews is also giving away a free Venom necklace, worth $715 (£449), to internet users who visit the Peta website before the end of the month (Feb13).