TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
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
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
