Gemfields, a world-leading supplier of responsibly sourced colored gemstones, brings to life its latest ad campaign #Every Piece Unique through the world of augmented reality, to showcase Gemfields continuous effort and involvement with local communities.
The activation put a spotlight on Gemfields’ local projects that have created a positive lasting impact for the communities surrounding its mines. People visiting the installation have the chance to win a pair of earrings set with responsibly sourced Gemfields Mozambican rubies by posting a picture of the installation on social media.
Gemfields believes that colored gemstones should be mined and marketed by championing three key values – transparency, integrity and legitimacy – and seeks to challenge itself and the sector by setting new benchmarks for responsible sourcing. The new campaign is designed to bring together these core values and Gemfields’ associated initiatives to life, highlighting the breadth of activities involved in responsibly supplying coloured gemstones to global markets.
Focussing on 3 of the core messages of Gemfields, the activation showcased a faceted female form, half emerald and half ruby, which demonstrates Gemfields’ drive for Transparency, the founding principle of the business. Gemfields’ extractive operations, combined with its proprietary grading and auction systems, are all designed to bring a reliable supply of responsibly sourced gemstones to market with an unprecedented level of transparency.
A valiant rhino sculpture, an iconic African symbol of Conservation, represents Gemfields’ work with conservation partners to protect Africa’s wildlife and biodiversity, including the Niassa Carnivore Project and Quirimbas National Park in Mozambique, as well as the Zambian Carnivore Programme spanning several Zambian reserves.
The activation also featured an iconic African motif, a flowering baobab tree, the ‘tree of life’ which embodies Sustainability, Gemfields’ approach to its mining operations. By its very nature, mining impacts the environment, but Gemfields seeks to minimise this where possible, enhancing environmental sustainability by regenerating land and replanting native flora.