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Ethical and Sustainable Mining Company Aims to Increase Awareness of Coloured Gemstones

Consumer Website with face of Gemfields Actress Mila Kunis

Consumer Website with face of Gemfields Actress Mila Kunis

Building from the excitement of the recent announcement of Mila Kunis as global ambassador, Gemfields, the world’s leading supplier of ethically mined rare coloured gemstones, revealed its new consumer website today.

In partnership with the Zambian government Gemfields owns 75 percent of Lufwanyama-based Kagem Mining, which operates the world’s single largest emerald mine.

The site will live alongside the brand’s existing corporate website, and has its own dedicated URL: The innovative online destination, with creative direction by Jonny Lu, features exclusive content that aims to educate, inspire and increase consumer awareness of coloured gemstones.

The site is divided into three main sections: Ethical and Sustainable Mining, A Guide to Rare Coloured Gemstones and Gemfields Discovered. Telling the story of Gemfields, the first section clearly outlines the company’s sustainable and socially responsible mining practices, and unwavering mission to remain transparent in its mining operations. The second section, A Guide to Rare Coloured Gemstones, provides access to industry knowledge including the unique attributes of emeralds, rubies and amethysts, as well as tips for purchasing coloured gemstone jewellery with a conscience. Carefully curated, the third section of the website, Gemfields Discovered, offers an inspiring gallery of images taken by world-renowned international photographers Mario Sorrenti, Boo George and Theo Wenner. The gallery includes campaign imagery, still-life shots of jewellery from recent creative collaborations, portraits of the Kagem mining community, and an artistic series of Zambian landscapes. In all three sections video content will give visitors the opportunity to travel the world with Gemfields via a film series that incorporates the history of emeralds in India and footage from Mila’s recent trip to the Zambian mines.

“Consumers have been looking for a trusted source in the coloured gemstone industry,” says Ian Harebottle, Gemfields CEO. “And with the launch of our website, we are able to provide them with that access and help them understand the brand in a creative way. The site is more than just a landing page for Gemfields, it’s about experiencing coloured gemstones and educating consumers on the impact of their purchase.”

In addition to the new website, the London-based company has implemented a number of exciting initiatives for 2013; including the roll out of its international advertising campaign featuring Mila Kunis, which will appear throughout the year in leading luxury and lifestyle magazines such as Vogue, W and Vanity Fair. Gemfields has also launched a collection of fine jewellery collaborations created with 36 of the world’s leading international designers; and following a London debut last month and a roadshow across India, the collection will be formally introduced to the US market in May, at a special event at Couture, in Las Vegas. Later this year Gemfields will be launching a new blog dedicated to celebrating coloured gemstones; the blog will highlight relevant industry news, highlight inspiring and creative use of colour in design and put the spotlight on celebrities wearing coloured gemstones on the red carpet.

Gemfields’ new website will be accessible globally, across multiple platforms including mobile and tablet. 





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