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Kansas City, MO—Tivol, the luxury jeweler renowned for its creative advertising campaigns, has gone to the dogs. In the fourth quarter of 2013, Tivol launched a print, TV, and digital advertising campaign that showcases exquisite jewelry in all its glory, along with a few real dogs. But the new ad campaign isn’t just a clever pairing of man’s best friend and a girl’s best friend—it will mean a new future, and hopefully a forever home, for some very lucky pups.

The campaign, titled “TIVOL Has Gone to the Dogs,” presents beautifully photographed homeless pups that were taken in by Great Plains SPCA, a Kansas City area no-kill animal rescue. The black-and-white images of the canines are accompanied by bright, full-color images of jewelry, and witty headlines such as “Something to Wag About,” and “Check Out These Puppies,” among others.

In addition, each ad includes a caption that promotes the animal shelter and, when possible, the pet’s name and its adoption status. To further support the campaign, the 104-year-old retailer designed sterling silver dog tags retailing for $79. The tags, which feature a single diamond, are branded with the TIVOL logo and can be customized with the pet’s first name and the owner’s phone number at no additional charge. With the sale of each tag, $20 is given back to Great Plains SPCA.

“We’re getting wonderful feedback from our customers and the community as a whole,” said Tivol director of marketing Adam Gebhardt. “Great Plains SPCA is greatly appreciative of the extra visibility in the community as well.” Gebhardt, who created the campaign, says that in the last few months Tivol has sold 100 tags.

“The doggie tags have an approachable price point and they give customers a fun reason to come into the store,” said Cathy Tivol, CEO. “More importantly, people love the charitable aspect of this campaign. It offers us another way to give back to our community, and along the way help dogs, which are near and dear to everyone’s hearts at Tivol.” Indeed, the retailer has a “doggie bar”—a granite water trough—outside its Hawthorne Plaza store, says Gebhardt.