MajorsApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
OtherFeb 25, 2016
For new campaign, Gemfields roughs it
Gemfields has a new advertising campaign and emerald-focused tome, and the colored gemstone miner celebrated both amid the snow Monday at the St. Regis Hotel in New York City.
Gemfields ambassador and actress Mila Kunis is featured in her second campaign for the colored gemstone mining company. Shot by Peter Lindbergh, the photos feature Kunis in a natural state, sans makeup.
New York--Gemfields has a new advertising campaign and emerald-focused tome, and the colored gemstone miner celebrated both amid the snow Monday at the St. Regis Hotel in New York City.
Shot by portrait photographer Peter Lindbergh, the advertising campaign is the second for the London-based mining company, which mines emeralds and amethysts in Zambia along with rubies in Mozambique. The company has said it will hold its first ruby auction this year.
As the first did, the ad campaign features actress and Gemfields ambassador Mila Kunis, who was in attendance at Monday night’s fête.
The mining company announced Kunis as its ambassador in early 2013, and the actress, who got her start on That 70s Show, voices Meg on Family Guy and won a Golden Globe for Black Swan, traveled to Gemfields’ emerald mine in Zambia later that year.
The theme of the new campaign, a follow-up to the first that featured Kunis in finished, polished gemstone jewelry, is “Beauty by nature.” It was shot in black and white, with the actress wearing no makeup and images of rough emeralds, rubies and amethysts superimposed on the edges.
A London-based mining company with operations in Africa, Gemfields has said publicly that its goal is to become, essentially, the De Beers of emeralds: create a stable market for the colored gemstone and enhance its image worldwide.
The miner, however, ran into a roadblock in 2013 when issues with the Zambian government resulted in Gemfields not holding any auctions of rough emeralds outside the country as planned. This caused the mining company to hold one less auction in 2013 and, ultimately, to see a drop in both sales and profits for the year.
Gemfields next emerald auction is scheduled for Feb. 21 to 25 in Lusaka, Zambia. It was not immediately clear if the mining company would be holding all its auctions in Zambia going forward.
In addition to its new advertising campaign, Gemfields on Monday also marked the release of a hardcover coffee-table book, simply titled Emerald. It was authored by jewelry expert Joanna Hardy and writer Jonathan Self, with a preface by Vogue Italia Editor Franca Sozzani and introduction by British author Hettie Judah.
On the book’s cover is a suite of emerald jewelry owned by Mary-Louise, Archduchess of Austria, the second wife of Napoleon I.
The 272-page book, which retails for $125 and is available wherever
Editors' Picks
Sponsored by
fine books are sold, takes readers through the history of the gemstone, and Hardy gave a quick recap of the same in a presentation given to a select group of journalists, and Kunis, prior to the party.
The gemologist took the class back to ancient Egypt, where the emeralds were mined in what later came to be called Cleopatra’s Mines--after the famous Queen of the Nile who loved her gemstones-- and then to Colombia.
The South American country is known for producing the finest emeralds in the world in terms of color and remains the world’s top producer of the gemstone today. According to Hardy’s presentation, 38 percent of emeralds come from Colombia, 29 percent from Zambia, where Gemfields mines, 23 percent from Brazil and 10 percent from other countries.
Hardy also gave a brief overview of the mineral composition of emeralds during her presentation.
A variety of beryl, emeralds are beryllium aluminum silicate, with chromium, vanadium and iron coming together in varying levels to give them their green hue. They rank 7.5 on the Mohs scale of mineral hardness, below corundum (rubies, sapphires, etc.) at 9, and the hardest substance on earth, diamond, which is 10.
Editor's note: This story was updated to include information from Gemfields about their emerald auctions.
More on Other
The Latest
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
