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Gemfields Launches Collaboration with Muse
The colored stone miner partnered with Muse showroom for a new, mid-priced line that launched at Couture and also is being sold online.
Las Vegas--Gemfields is continuing its mission to have its gemstones reach all parts of the market with the debut of a new collection in partnership with Muse showroom.
Gemfields x Muse is a see-now, buy-now collection, launching at select retailers at the same time as it was launching at the Couture show, which ends today.
It targets the fashion-forward consumer, with pieces from Muse designers Carolina Bucci, Dezso by Sara Beltrán, Elena Votsi, Holly Dyment, Michelle Fantaci, Nikos Koulis, Savannah Stranger, Silvia Furmanovich and Yossi Harari. It also includes Aya by Chelsy Davy, which made its U.S. debut at the show.
The designs feature some of the jewelry designers’ bestsellers, reimagined with Gemfields rubies and emeralds.
The limited-production collection is focused on affordability, with most of the pieces ranging at retail from $1,000 to $10,000, though there are a few “high value” statement pieces in the collection.
It launched online at Twist on Thursday followed by e-commerce site Moda Operandi on Friday, but buyers at the show and other retailers who are interested also can buy into the Gemfields x Muse line.
“Having done collaborations at both ends of the spectrum, we see the alignment with Muse as the perfect opportunity to showcase the versatility of color and connect with a fresh new audience,” said Gabriella Harvey, Gemfields’ director of procurement and product services. “It’s exciting to see our gemstones come alive in such fun, fashionable jewelry.”
Gemfields has launched a number of other partnerships in the past as it aims to have its rubies and emeralds in all areas of the market.
Last year, the colored stone miner partnered with Bergdorf Goodman on an exclusive collection to celebrate the retailer’s new jewelry salon. The colored stone miner also still works with Macy’s to provide accessibly-priced emerald and ruby pieces.
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