Gemfields has created a new advertising campaign promoting its stance towards ethical practice of mining rubies and gemstones. The campaign’s tagline reads as ‘RARE COLOURED GEMSTONES’ - referring to the Company’s singular focus on reliable and ethically-produced gemstones as well as fair trade practices, an industry first.

To bring this forth int he campoaign the campaign concept dwelt on aspects of natural, timeless beauty. Art Directed by Jonny Lu, who also works with brands such as Love Magazine, Louis Vuitton and Peter Pilotto, and photographed by Boo George and Coppi Barbieri (still life), the campaign features the world’s leading Danish model Josephine Skriver wearing Gemfields emeralds from Zambia and rubies from Mozambique. Images from the campaign include jewellery by Jooal, Gem Palace, Amrapali, Farah Khan and Jordan Askill, all featuring Gemfields gemstones.

“Because Gemfields is a new kind of coloured gemstone company, we wanted the campaign to have a fresh, contemporary aesthetic,” says Anna Haber, Gemfields Director of Global Marketing. “Although coloured gems have been coveted for their rarity throughout the ages, fashion is now embracing them as the new diamond. They allow consumers to express themselves through colour in a more unique, individual way.”

The campaign will run through six months, beginning with Vanity Fair when it will feature in July, followed by a feature in leading consumer fashion and luxury magazines in the UK, USA, India, South Africa and the Middle East throughout 2012.