Gemfields has launched a global advertising campaign aimed at raising awareness of responsible sourcing in the coloured gemstone industry while promoting Zambian emeralds and Mozambique rubies, wrote JNA in a press release. Gemfields seeks to challenge itself and the sector by setting new benchmarks for responsible sourcing.
The company says that coloured gemstones should be mined and marketed by championing three key values – transparency, integrity and legitimacy.
“We wanted to bring to life the many stories behind responsibly sourcing precious gemstones in Africa as there is far more to our business than industry-leading mining and geology,” said Emily Dungey, group marketing and communications director. “The characters in the campaign allow us to build awareness of the many life-changing community projects we carry out, our pioneering quest for greater transparency across the industry and the support we provide for vital conservation work protecting Africa’s biodiversity. The campaign is a snapshot of who we are: It’s fun, unexpected and non-conformist, but also gives an insight into some of the ways in which Gemfields strives to leave a positive and lasting impact.”
The campaign is named “Every Piece Unique” and highlights how each gemstone is distinctive and possesses its own personality and character.