After years of collaborations, Gemfields teamed up with Muse, the New York-based fine jewellery showroom for emerging and established design talents again to unveil two distinct jewellery collections at Couture show in Las Vegas in June 2017.
Named Gemfields x Muse, the innovative coloured gemstone charm collection and the fashion-forward fine jewellery collection feature Gemfields’ responsibly-sourced Mozambican rubies and Zambian emeralds. Seventeen Muse-represented designer brands were enlisted to create more than 75 charms and an additional 75-piece assortment of earrings, necklaces, rings and bracelets.
The selected brands are Ana Khouri, Buddha Mama, Dezso by Sara Beltrán, Elena Votsi, Fox & Bond, Holly Dyment, Hoorsenbuhs, Kismet by Milka, Lucifer Vir Honestus, Luis Morais, Michelle Fantaci,, Nancy Newberg, Nikos Koulis, Savannah Stranger, Silvia Furmanovich, Sylva & Cie and Tara Hirshberg.
With a diverse offering and a wide range of price points (from US$500 to US$10,000 for a charm), the Gemfields x Muse collections provide retail partners with a unique opportunity to bring coloured gemstone fine jewellery to consumers, while reinforcing Gemfields’ mission to promote rubies and emeralds, according to the world’s leading coloured gemstone supplier.
After the debut at Couture show and an exclusive live trunk show in partnership with online retailer Moda Operandi lasting through July 2017, Gemfield’s director of sales and marketing in the United States Sally Morrison said the feedback was positive and excited. She told Hong Kong Jewellery, acknowledging that millennials go for personalised products, the two parties who are keen observers of culture and fashion took a smart and innovative approach in bringing jewellery to a fresh audience. The collections were built on the past collaborations with very collectible jewellery that would allow consumers to express their own styles.
“The great thing about reinvigorating the charm collection for a younger generation is that it allows for a fairly modest first purchase. But it’s a purchase you can build on, re-design/define the jewellery every time you add a piece. So it’s a great way to get customers to start collecting,” she said.
Morrison introduced one of her favourite charms in the collection – Elena Votsi’s globe charm. Wearers can put a tiny emerald or ruby to denote a city on the charm, which makes it brilliant in design – the fusion of a cultural moment with personal connection. “It’s also well known to everyone who knows me that I collect globe charms, mostly from the 40’s, so I am a pushover for that,” she added.
Having received “very encouraging” sales results so far, Sally Morrison reveals that Gemfields plans to arrange a series of pop-up stores and promotions of Gemfields x Muse collections in fall 2017. She concluded that through the collaborations with Muse, they try and listen to consumers and have them reflect the moment in the culture.
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