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Gemfields launches new consumer website
The company intends to allow consumers to experience and be informed about coloured gemstones
By: Diamond World News Service
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May 20 2013 2:15PM
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Reference: 7831  

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Gemfields, the world’s leading supplier of ethically mined rare coloured gemstones launched its new consumer website, aiming to increase awareness of coloured gemstones globally. The company had recently announced Mila Kunis as its global ambassador.

A dedicated URL is provided for the consumer website - consumer.gemfields.co.uk, which although will exist alongside the brand’s existing corporate website, gemfields.co.uk

“Consumers have been looking for a trusted source in the coloured gemstone industry, “says Ian Harebottle, Gemfields CEO “and with the launch of our website, we are able to provide them with that access and help them understand the brand in a creative way. The site is more than just a landing page for Gemfields; it’s about experiencing coloured gemstones and educating consumers on the impact of their purchase.”

The consumer website has creative direction by Jonny Lu and a content spread divided into three main sections: Ethical and Sustainable Mining, A Guide to Rare Coloured Gemstones and Gemfields Discovered.

The Gemfields’ story is narrated in the first section with an outline of the company’s sustainable and socially responsible mining practices, its strong mission of transparency in its mining operations. The second section, A Guide to Rare Coloured Gemstones gives industry knowledge including the unique attributes of emeralds, rubies and amethysts, and tips for purchasing ‘coloured gemstone jewellery with a conscience’. The Gemfields Discovered section contains an inspiring gallery of images by world-renowned international photographers Mario Sorrenti, Boo George and Theo Wenner, featuring campaign imagery, still-life shots of jewellery from recent creative collaborations, portraits of the Kagem mining community, and an artistic series of Zambian landscapes.

All three sections also contain video content, via a film series, that incorporates the history of emeralds in India and footage from Mila’s recent trip to the Zambian mines.

Gemfields’ new website will be accessible globally, across multiple platforms including mobile and tablet.

The company has also chalked this year with a number of initiatives: rolling out its international advertising campaign featuring Mila Kunis; launching a collection of fine jewellery collaborations with 36 of the world’s leading international designers; and following a London debut last month and a road show across India, the collection will be formally introduced to the US market in May, at a special event at Couture, in Las Vegas. A new blog dedicated to celebrating coloured gemstones and highlighting relevant industry news, inspiring and creative use of colour in design and a spotlight on celebrities wearing coloured gemstones is also in the pipeline.

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