Coloured gemstone miner Gemfields launched a partnership with the New York Fashion Week with a one-day exhibit and private event on Valentine’s Day, that a company statement says, “celebrates rubies, love and the colour red.” Gemfields debuted several new pieces of jewellery set with Mozambican rubies from its designer collaborations with Bergdorf Goodman as well as a capsule collection of iconic pieces from its sister brand, Fabergé. The gallery also included custom illustrations created by artist Meagan Morrison of Travel Write Draw.
The company said in a press statement that it is “joining forces with WME/IMG (the company that organises the New York Fashion Week) to develop a multi-platform initiative that will include digital, social and event activation elements, creating a campaign that reimagines luxury gemstones and the juxtaposition between fashion and jewellery.”
Gemfields chief executive Ian Harebottle stated, “With all that we’ve done to create awareness for colour, 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 coloured gemstones.”
Gemfields says the partnership will help continue creating awareness of rubies from its recently discovered mine in Mozambique. According to the company, the new rubies are a game changer for the jewellery industry, which previously saw a ban on rubies due to trade restrictions in Burma.
Gemfields’ alignment with IMG will continue throughout 2016, with an expanded activation planned for the fall.