Gemfields new global marketing campaign for emeralds will run in leading Asian publications
London, England – For centuries, beautiful women have adorned themselves in emeralds. They were Cleopatra’s treasure, gifted from Napoleon to Josephine, collected by Maharani Gayatri Devi and owned by screen legends such as Marlene Dietrich, Greta Garbo and Elizabeth Taylor. In an initiative to rebrand Zambian emeralds worldwide, Gemfields is debuting the world’s first emerald advertising campaign: “Uniquely You.”
“In recent years, emeralds have seen a resurgence in popularity on the red carpet and with stylish women worldwide,” notes Ian Harebottle, Gemfields CEO. “This is a perfect starting point in terms of our clear message on Gemfields emeralds, including the innate characteristics of the gemstone, ethical mining concerns and its significant value.”
The tagline, “Uniquely You”, references both the gemstone and the woman who wears it. The precious gem’s distinct, regal quality makes it “Uniquely You” and adds an individual elegance to each wearer. The campaign will reintroduce affluent women to the defining and alluring characteristics of the fabled green gemstone.
Emeralds often include jardins, or fissures, that prove each gem to be a one-of-a-kind masterpiece. Gemfields similarly asserts that each emerald consumer is also a standout individual: Women who choose emeralds – including Angelina Jolie, Cate Blanchett and Julianne Moore – dare to be different, embracing both the rarity and the beauty of a gemstone that stands out and dares to be individual.
Worn by royalty, leaders and noted celebrities in years past, emeralds are being embraced by the general public now more than ever before. The bridal market is a major catalyst: In the last three years, India, the fastest growing jewellery market, has seen a significant increase in emerald sets purchased for weddings.
Besides the unique colour of Zambian emeralds (a natural rich saturated green to a vibrant green with slight bluish undertones), Gemfields offers a product that addresses ethical and social concerns. Gemfields has created the world’s first integrated pipeline to bring emeralds directly from the mine to the international market. This means that consumers will now be able to trace the origin of each gem from the source and can follow its journey to purchase.
The campaign, created by Simmonds Ltd, and due to be rolled out over the coming months showcases classic emerald jewelry on a contemporary woman, once again proving an emerald’s allure is timeless. The “Uniquely You” Campaign will feature creatives in leading Indian consumer and lifestyle magazines.