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SourcingFeb 12, 2016
Gemfields Announces NY Fashion Week Sponsorship
The mining company is partnering with the organizers of New York Fashion Week to continue to raise awareness among consumers about colored gemstones.
This 18-karat yellow gold “I Promise to Love You” bangle set with Gemfields Mozambican rubies was designed by Stephen Webster in collaboration with British artist Tracey Emin ($18,500). It will be one of the pieces on display at an event celebrating Gemfields’ sponsorship of New York Fashion Week.
New York--Colored gemstone miner Gemfields is continuing its efforts to raise awareness about colored stones, this time by aligning with the fashion industry.
The company is partnering with WME/IMG, the organizer of New York Fashion Week, to create a campaign that “reimagines luxury gemstones and the juxtaposition between fashion and jewelry,” Gemfields said. Together they are developing a multi-platform initiative that will include digital and social elements as well as events.
The alignment will start with a one-day exhibit and private event on Sunday (Feb. 14, Valentine’s Day) meant to celebrate rubies, love and the color red by debuting numerous new pieces of jewelry set with Mozambican rubies from Gemfields’ jewelry designer collaborations with Bergdorf Goodman.
The occasion also will feature a capsule collection of iconic pieces from Faberge, as well as custom illustrations from fashion illustrator Meagan Morrison of Travel Write Draw.
The partnership between Gemfields and WME/IMG will continue throughout 2016, with an expanded program planned for fall.
The initiative is the latest undertaken by Gemfields to promote colored stones and encourage creativity within the industry.
The company also recently partnered with a number of jewelry designers who sell at Bergdorf Goodman on a collection of ruby- and emerald-set pieces to celebrate the retailer’s new jewelry salon, and is working to make colored stones available to consumers at more accessible price point, beginning with a collection for Macy’s called “Rare” ranging in retail price from $1,500 to $10,000.
“With all that we’ve done to create awareness for color, we thought, where could we go next? And the answer was simple: fashion,” Gemfields CEO Ian Harebottle said. “We are thrilled to partner with IMG and to further our positioning as the leading authority on colored gemstones.”
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