Gemfields’ new campaign shows how gemstones resonate with women today, featuring films that capture “a unique moment in every woman’s life in which she feels most in touch with her true self, whether that be in love, in following her own path, or in her commitment to her creative and professional dream,” CEO Ian Harebottle said.
London--Gemfields has unveiled its new marketing camping designed to drive demand for the rubies it mines in Mozambique.

“Ruby Inspired Stories” is a triptych of films featuring up-and-coming female talents, with each video exploring the hidden meaning behind the gemstones.

Rubies are said to represent passion, protection and prosperity. The films were designed to explore the meaning of these three motifs in a contemporary world, celebrating “the passion, vibrancy and generosity of spirit possessed by women today” by following individual storylines to offer a look into a pivotal moment in three women’s lives, Gemfields said.

The three women chosen for the films represent different corners of the globe: actresses Sophie Cookson (English) and Aditi Rao Hydari (Indian), and model Grace Guozhi (Chinese).



The films also include jewelry by Gyan and Fabergé as well as designer Chelsy Davy’s new brand, Aya.

Directed by award-winning filmmaker Leonora Lonsdale, each of the films will be released in 15-, 30- and 60-second versions, and will be supported by a global print, digital and social media campaign.

The release of the films marks the use of a new medium for Gemfields, which is moving into the digital landscape to connect with new audiences.

As was previously reported, the campaign initially was previewed for buyers at Gemfields’ recent rough ruby auction in Singapore--its highest-grossing ruby auction yet at $44.3 million--and launched on June 22 in London, the city in which Gemfields is headquartered.

The videos can be viewed on Gemfields’ YouTube channel.

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