A still from one of the short films that will launch during New York Fashion Week, created by Gemfields to build awareness for gemstones
New York--Gemfields is partnering with New York Fashion Week for a second time this fall with a campaign designed to build awareness for colored gemstones.

The colored stone miner and marketer has tapped YouTube celebrity Amanda Steele, international blogger Chriselle Lim and Cipriana Quann of online lifestyle publication Urban Bush Babes to appear in a series of short films.

In the clips, the three women are shown discussing the importance of color as it relates to fashion and their own personal style.

The films will launch at a VIP event on Sept. 9, during New York Fashion Week. They also will live on IMG’s (the organizer of Fashion Week) digital fashion network, Made2Measure, as part of its “In Conversation” series, as well as on Gemfields’ website and social media channels.

The series will be shown in conjunction with the “Ruby Inspired Stories” campaign, a set of short films designed to show the meaning behind the three motifs that the gemstone is thought to represent--passion, protection and prosperity--launched in June.

Those also will appear in a global advertising and social media campaign slated for the fall to drive demand for the well-known stone.

Gemfields’ alignment with NYFW is its latest initiative designed to promote colored stones, encourage creativity in the industry and highlight its connection to the fashion industry.

The company recently partnered with Muse Showroom to create a collection of ruby and emerald fashion-forward jewelry that launched with a see-now-buy-now model, releasing at retailers at the same time it was making its trade show debut at Couture.

Gemfields also collaborated with renowned retailer Bergdorf Goodman on a collection from 18 of its featured designers to celebrate the store’s new jewelry salon. 

In fact, the “In Conversation” films will feature select pieces from both of these collaborations, along with jewelry from Faberge.

“At Gemfields, we’re always driven to find innovative ways to share our love of color,” said Sally Morrison, Gemfields’ director of sales and marketing, Americas. “Through our partnership with New York Fashion Week, we have found the perfect channel to connect with tastemakers who inspire and lead the culture, and through them celebrate color with a dynamic new audience.”

|Subscribe >
National Jeweler

Fine Jewelry Industry News

Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.