By Michelle Graff
New York--London-based colored gemstone miner Gemfields is expanding its distribution to include more moderately priced pieces that will be available at select independents and big-box retailers. 

The London-based colored gemstone producer just announced that Select Jewelry Inc., a Queens, N.Y.-based jewelry design and manufacturing company, will be the exclusive distributor for this new jewelry, selling to retailers in North America and Canada.

This deal marks the first move into the mid-market for Gemfields, and the first time that many consumers will be introduced to the company’s gemstones, which previously were set only into couture-type pieces. The company said it will continue to design at the high end as well, introducing new partnerships at the upcoming Couture show, including one with Marina B, the brand launched by Marina Bulgari in the late 1970s. 

As part of the partnership, Select Jewelry will design and produce targeted collections of colored gemstone jewelry using Gemfields-sourced emeralds and rubies.

According to a company spokesperson, Gemfields still is in the process of finalizing the list of retailers with whom they will partner. Each collection will be customized for those stores. 

Photos of the new jewelry were not available as of press time Monday. 

Gemfields CEO Ian Harebottle said in a statement that the companies’ “combined involvement in each step of the process will sustain our ability to provide customers with the assurance they require with respect to the responsible journey their gemstones have taken from mine to market.”

Established in 1983, Select Jewelry produces a number of nationally known brands, including Diamond Fascination, Diamond Mystique and Victoria Crown, among others.

It has manufacturing facilities in nine countries, including its flagship research and development factory in the Long Island City neighborhood in Queens. 

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