Charitable Projects

Our Social Responsibility

  • Tree of Eternal Life Ltd are proud of our positive social and economic impact that we have on our local communities. As a young company we feel that it is part of our responsibility to have an impact in terms of creating local job opportunities, as well as providing affordable healthier options for local people particularly those from the African and Caribbean communities.
  • We strive to ensure the ongoing health and strength of our communities where our stores are located: UK, USA, Bahamas,  Trinidad and Liberia.
  • We promise to give hope for a brighter and healthier future of children and adults, by providing educational opportunities, provisions and resources to those communities in most need.

Charity Projects we support: MOJ-BABY

MOJ-BABY was born from a collaboration between the Moment of Joy (MOJ) Foundation and Be a Better You (BABY) and Journey Home Group International (JHG) to promote global actions in many ways including; back to school supplies, food drives, charity fundraising, educational and professional development workshops to reflect the social responsibility of our efforts to benefit people nationally and internationally with a resounding message of true care.

Tree of Eternal Life Ltd are proud to be one of the main sponsors of this incredible initiative.

Success Stories

Baby Doll Give Back and STEM Toy Drive

MOJ-BABY focused on collecting specific toys for children between the ages of 2 and 10 living in Liberia, within the Monrovia region. As sponsors our Tree of Eternal Life Stores Internationally collected over 350 Black and Brown Baby Dolls and STEM toys from generous hearts on the behalf of MOJ-BABY. Representatives of MOJ-BABY  supported the distribution of toys in time of the festive session and during the New Year. Over 350 children had benefited from this toy drive from local schools within the Monrovia region in Liberia.

Many children are not fortunate enough to receive gifts during the holidays. Unfortunately, mainstream doll manufacturers continue to whitewash doll play across the African continent resulting in very little diversity amongst doll choices. The Clark Doll Experiment conducted in 1939 and recreated in 2010, demonstrates the impact of limited options on black children’s mental health, as a whole, creating for some strong biases. Additionally, research has identified play as essential to children’s social, emotional, cognitive, physical, and linguistic development. In particular, research has linked play to the positive development of children’s social skills, self-esteem, emotional expression, community building, creativity, self-confidence, and self-discovery.

Backpack AFRICA

MOJ-BABY’s Backpack AFRICA back-to-school drive collects and distributes new backpacks fully loaded with school supplies to students in Africa. In August 2021 over 400 backpacks filled with education resources were distributed to 6 schools within Liberia, thereby providing needed resources to the children and young people most in need. 400 school age children were able to start their school year with much need resources thanks to the Backpack AFRICA 2021.

For more information about these and more initiatives please go to