Company driving awareness of coloured gems; corporate site remains.
Gemfields has unveiled an official consumer-facing website as it looks to build consumer awareness of its ethical coloured gemstones.
The site follows the launch of Mila Kunis as its global brand ambassador. It will sit alongside the existing Gemfields corporate website offering three sections designs to educate and inspired consumers.
The site was created with art direction from Jonny Lu – a digital designer that has worked with brands and companies including Love Magazine, Louis Vuitton and Victoria Beckham – with content that aims to educate, inspire and increase consumer awareness of coloured gemstones.
The three main sections of the site are Ethical and Sustainable Mining, A Guide to Rare Coloured Gemstones and Gemfields Discovered. The first tells the story of Gemfields and its sustainable and socially responsible mining practices.
The second section, A Guide to Rare Coloured Gemstones, explains the attributes of emeralds, rubies and amethysts, as well as tips for purchasing coloured gemstone jewellery with an ethical edge.
The third section, Gemfields Discovered, showcases images of Gemfields mines, workers, jewellery and campaign images taken by international photographers including Mario Sorrenti, Boo George and Theo Wenner.
Ian Harebottle, Gemfields chief executive, said of the site’s launch: “Consumers have been looking for a trusted source in the coloured gemstone industry 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.”
Gemfields is set to formally introduce its collection of fine jewellery created by 36 international designers to the US market in May, at a special event at the Couture Show, in Las Vegas.
The company is also planning to launch a blog later this year to drive awareness of coloured gemstones. The blog will highlight relevant industry news, inspiring and creative use of colour in design and will place a spotlight celebrities wearing coloured gemstones on the red carpet.