The responsible emerald and ruby mining giant aims to increase consumer awareness of its Mozambican rubies through an alignment with the fashion industry
The collaboration kicked off on Feb. 14 with “The Art of Love,” a one-day ruby jewelry exhibit featuring pieces made exclusively for Gemfields for Bergdorf Goodman by Kimberly McDonald, and Stephen Webster. The jewels were shown to an invitation-only crowd at the lounge at Skylight Clarkson Square in Manhattan. Custom illustrations from artist and fashion darling Meagan Morrison of Travel Write Draw were also on view. Other multi-platform campaign elements will unfold over the course of the year.
Ian Harebottle, CEO of Gemfields, told the press upon release of the news, “With all that we’ve done to create awareness for color, we thought, Where could we go next? and the answer was simple: fashion. We are thrilled to partner with IMG and to further our positioning as the leading authority on colored gemstones.”
Earrings by Kimberly McDonald with Gemfields rubies from Mozambique and other gemstones