Gemfields launches ‘Rare Coloured Gemstones’ campaign

The tagline ‘Rare Coloured Gemstones’ is representative of the brand’s focus on using reliable and ethically-produced gemstones as well as fair trade practices.

The campaign features Danish supermodel Josephine Skriver wearing Gemfields emeralds from Zambia and rubies from Mozambique.

Directed by Johnny Lu, who has also worked with brands such as Louis Vuitton and Peter Pilotto, the concept behind the photo shoot was to capture timeless, natural beauty, reinforcing Gemfields’ commitment to ethical mining practices.

Gemfields director of global marketing Anna Haber said: “Because Gemfields is a new kind of coloured gemstone company, we wanted the campaign to be fresh, contemporary aesthetic.

“Although coloured gems have been coveted for their rarity throughout the ages, fashion is now embracing them as the new diamond. They allow consumers to express themselves through colour in a more unique, individual way.”

The six-month campaign launches in July.