Company partners with designers to showcase Zambian emeralds.
Coloured gemstone producer Gemfields launched onto the US market, this week, with its first national press day.
Attendees, including editors, retailers and industry leaders, learned about Gemfireld’s mission to promote socially and environmentally responsible mining, and viewed the company’s first set of fine designer collaborations.
The event focused on the company’s Zambian emeralds, which range in colour from a natural, rich, saturated green to a vibrant green with slight bluish undertones.
Although less common than gemstones from Colombia, Zambian emeralds are available at significantly lower prices and could help open the market up to new customers who are looking for more affordable stones.
Gemfields partnered with a selection of fine jewellery designers including Shaun Leane, Fabergé, Alexandra Mor, Jooal, Kimberly McDonald, Octium, Amrapali, The Gem Palace, Coomi, Dominic Jones, Hannah Martin, Nam Cho, Ana de Costa and Parulina.
Each designer created pieces inspired by Gemfields Zambian emeralds, using a wide range of the gem’s forms: from cut and polished to rough and slices.
The daytime press event offered private appointments for media and retailers, including guests from The New York Times, Vogue and Harper’s Bazaar.
A VIP evening event, attended by the likes of Bergdorf Goodman, Elle and The International Herald Tribune offered guests a chance to interact with Gemfields chief executive Ian Harebottle, global marketing director Anna Haber and US marketing & communications director Randi Molofsky, who explained the ethos of the company and future plans for expansion.
Commenting on the US press launch, Harebottle said: “We are thrilled with the response we have received so far in the US marketplace. Both trade and press seem as excited as we are and have been incredibly receptive to our company, our vision, ethos and product. We look forward to developing these relations and building our Gemfields presence in the US market in the years to come’.
Gemfields has created the world’s first integrated pipeline to bring emeralds directly from the mine to the international market.
This means that consumers will now be able to trace the origin of each gem from the source and can follow its journey to purchase.
Gemfields produces approximately 20 percent of the world’s emerald supply and owns its own mining facility.