15-10-2018
Gemfields, the world’s leading supplier of responsibly-sourced coloured gemstone, has launched a global advertising campaign called ‘Every Piece Unique’ in order to raise awareness of responsible sourcing in the coloured gemstone industry and promote Zambian emeralds and Mozambican rubies.
Gemfields believes that coloured gemstones should be mined and marketed by championing three key values – transparency, integrity and legitimacy – and seeks to challenge itself and the sector by setting new benchmarks for responsible sourcing. The campaign was designed to bring these core values and Gemfields’ associated initiatives to life, highlighting the breadth of activities involved in responsibly supplying coloured gemstones to global markets.
“We wanted to bring to life the many stories behind responsibly sourcing precious gemstones in Africa as there is far more to our business than industry-leading mining and geology”, explained Emily Dungey, group marketing and communications director. “The characters in the campaign allow us to build awareness of the many lifechanging community projects we carry out, our pioneering quest for greater transparency across the industry and the support we provide for vital conservation work protecting Africa’s biodiversity. The campaign is a snapshot of who we are: it’s fun, unexpected and non-conformist, but also gives an insight into some of the
ways in which Gemfields strives to leave a positive and lasting impact.”
Click here to watch the new campaign video.
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