Gemfields PLC has created an advertising campaign in the effort to rebrand Zambian emeralds, and will debut this campaign in India. The campaign’s message “Uniquely You”, which is also its tagline, has a reference to the each gemstone’s distinct, regal quality and addresses individuality and elegance of each wearer. The campaign is created by Simmonds Ltd. and is designed with classic emerald jewellery adorned by a contemporary woman, communicating the emerald’s timeless appeal. The India Campaign will feature in leading consumer and lifestyle magazines.

Speaking about the launch plans, Ian Harebottle, Gemfields CEO commented , “The country’s rich emerald history is a perfect launch site for our definitive message on Gemfields emeralds, including the innate characteristics of the gems itself, our ethical mining concerns and the significant value they present to the market.” Emeralds have a long and prolific history in India, as seen adorned by royalty, leaders and noted celebrities and are gaining popularity by the general public today, especially in the bridal market. In the last three years, India has seen a significant increase in emerald sets purchased for weddings.

Emeralds often incorporate jardins, or fissures, that lend it a ‘one-of-a-kind masterpiece’ appeal and Gemfields believes this makes each emerald consumer as unique and individualistic. Besides the unique colour of Zambian emeralds (a natural rich saturated green to a vibrant green with slight bluish undertones), Gemfields’ emeralds address ethical and social concerns, as the company has created the world’s first integrated pipeline to bring emeralds directly from the mine to the international market. Consumers will now be able to trace the origin of each gem from the source and can follow its journey to purchase.