GEMFIELDS UNVEILS NEW GLOBAL CAMPAIGN TO PROMOTE ZAMBIAN EMERALDS
Gemfields, which owns 75 percent of the Kagem emerald mine in partnership with the Zambian government, has unveiled its second advertising campaign, Beauty by nature, featuring global ambassador Mila Kunis and designed to promote Zambian emeralds worldwide.
Captured by legendary portrait photographer Peter Lindbergh, styled by Lori Goldstein and with creative direction by Jonny Lu, the 2014 campaign is a celebration of natural beauty — embodied in both Mila Kunis and Gemfields’ coloured gemstones. Iconic black and white images of the actress are layered with still-life images of the company’s emeralds, rubies and amethysts in their raw, natural form.
“Peter makes you feel very comfortable, and allows you to be spontaneous and not self-conscious,” says Kunis. “I didn’t have any make-up on; I didn’t have my hair blow-dried — so I felt a little bare. But he made me feel the most beautiful I have ever felt, and he was able to capture a very honest moment.”
Following the announcement of a partnership in early 2013, Kunis travelled to Gemfields’ emerald mine in Zambia to further her understanding of gemstone mining, and has become an advocate for the company’s ethical approach. Kunis has also appeared at several red carpet events dressed in jewellery featuring Gemfields’ gemstones, including this year’s Golden Globe Awards.
“As Gemfields’ Global Ambassador I have been able to deepen my knowledge and understanding of coloured gemstones, and in the process I have come to appreciate jewellery so much more,” says Kunis. “Not only do I better understand the work that goes into the creative process but I have fully grasped just how rare and precious every gemstone is — and the remarkable journey each gemstone makes.”
To highlight Gemfields’ position as the leading supplier of responsibly sourced coloured gemstones to the world’s finest jewellery houses, luxury brands and retailers, Kunis has not been photographed wearing jewellery, a departure from the previous year’s campaign. Gemfields continues to support and collaborate with its partners in the jewellery industry, supplying them with their fine-coloured gemstones, and throughout 2014 still-life images of their jewellery creations will be featured in joint campaign images.
“We are thrilled about the new campaign,” says Gemfields CEO, Ian Harebottle. “Not only are the images incredibly impactful and very different to what other companies are doing — but they are perfectly aligned with our views of Gemfields, Mila Kunis and discerning jewellery consumers; natural, honest and totally unique.”
The global advertising schedule will appear in publications including Vogue, Harper’s Bazaar, Vanity Fair and W and includes a digital campaign running on vogue.co.uk, telegraph.co.uk and net-a-porter.com, amongst others. The campaign launches an exciting year for the company including several promotional and retail partnerships, a new blog called ‘Gemfields Journal’ (home to both informative and inspirational content) and a drive to promote consumer and retailer education through a series of bespoke gemstone master classes.
Gemfields plc is a leading gemstone miner listed on the AIM market of the London Stock Exchange (ticker: ‘GEM’). The company’s principal asset is the 75 percent owned Kagem emerald mine in Zambia, the world’s single largest emerald mine. In addition to the Kagem emerald mine, Gemfields has a 50 percent interest in the Kariba amethyst mine in Zambia. The company also owns controlling stakes in a highly prospective ruby deposit in Mozambique and licences in Madagascar including ruby, emerald and sapphires deposits.
In July 2009 Gemfields commenced a formal auction programme for its Zambian emeralds. To date, the Company has held 14 auctions which have generated revenues totalling US$224 million.
Gemfields is the world’s leading supplier of responsibly sourced coloured gemstones, positioned at the intersection of exploration, mining and marketing. The company has pioneered leading environmental, social and safety standards within the sector and by doing so is able to provide discerning customers with the assurance they require of the responsible journey their gemstones have taken from mine to market.
Gemfields also supports down-stream stakeholders in the marketing and selling of their cut and polished coloured gemstones via Gemfields’ portfolio of global sales offices. In 2013, Mila Kunis was announced as Gemfields’ Gobal Ambassador and the face of its advertising campaigns, featuring creative collaborations with leading international jewellery designers. www.gemfields.co.uk