A BRIERLEY Hill jeweller has picked Midlands Air Ambulance to be its charity of 2014.
Staff at TH Baker on High Street will take part in a variety of fundraising events throughout the year to raise funds for the charity, which carries out more than 2,000 rescue missions each year.
Each mission costs the charity - which is funded entirely by donations - approximately £2,500.
Phil Higgs, chief operating officer for TH Baker, said: “Our company was founded in the Midlands over 125 years ago and we still have an incredibly strong commitment to the area, which is one of the reasons why we chose to support the Midlands Air Ambulance charity.
"In addition, one of our staff members had to rely on the service, demonstrating just how close to home the charity is."
He continued: “We are really looking forward to supporting this vital service by undertaking a wide range of fundraising activities throughout the year and would encourage our customers to get involved too.”
Sofia Voutianitis, corporate fundraising manager for charity, added: “Every year we are blessed with a terrific level of support from local businesses and the general public, and we are extremely fortunate to have charity of choice commitment from TH Baker."