Theo Fennell said that its international wholesale division has risen substantially in the financial year to date.

Company to focus on transparency of supply chain from mine to market.

Ethical Zambian emerald mining company Gemfields has revealed plans to rebrand the business, promoting the transparency of its supply chain to consumers and the trade.

The mining company is planning to reposition itself in the market as “a focused premium coloured gemstone company, one of the world’s leading gemstone producers, and the leading supplier of ethically-produced Zambian emeralds that can be traced directly from mine to market”.


Gemfields chief executive Ian Harebottle said: “Through this repositioning and rebranding exercise, we are confident that we will be able to re-introduce the world to Gemfields and the magnificence of its products –from mining through production and promotion. From cutting-edge technologies to a renewed consideration for best practices and ecological concerns, our vision for the future of emeralds is inextricably linked to a savvy consumer and a more responsible industry.”

The company’s rebranding efforts include the launch of a trade and consumer website at The site, which features dramatic images of Zambian topography and Gemfields employees taken by photographer Boo George, will provide information on the company’s environmental and social programmes, information on Zambian emeralds, financial updates and reports on global tenders.

Another step in the identity overhaul includes the development of trade and consumer brochures, corporate and consumer DVDs and a comprehensive emerald training program available to retailers and designers. Gemfields said that each piece will reflect its “focused, clean and modern personality” and will be merged with photography depicting its workforce.

Harebottle said: “Our vision is one of complete transparency to both the trade and the consumer and that is why we chose to create a comprehensive website designed to meet the needs of both groups and one which clearly reflects our ethos.

“Our workers and the surrounding community are as important to our business as bottom line and the promotion of our product. That’s why we have chosen to emphasis our people and the process and not just the beauty of our finished product.”