Gemfields recently unveiled its latest ad campaign #EveryPieceUnique through the world of augmented reality in India. The campaign was conceived “to showcase Gemfields continuous effort and involvement with local communities”.  The activation was on display at High Street Phoenix, Lower Parel, Mumbai, on February 16  and 17, 2019.

Bringing to life the magic of Africa’s flora and fauna, the activation put a spotlight on Gemfields’ local projects “that have created a positive lasting impact for the communities surrounding its mines”, the Company said.

Moreover, people visiting the installation have the chance to win a pair of earrings set with responsibly sourced Gemfields Mozambican rubies by posting a picture of the installation on social media.

“Gemfields believes that coloured gemstones should be mined and marketed by championing three key values – transparency, integrity and legitimacy – and seeks to challenge itself and the sector by setting new benchmarks for responsible sourcing,” the Company elaborated. “The new campaign is designed to bring together these core values and Gemfields’ associated initiatives to life, highlighting the breadth of activities involved in responsibly supplying coloured gemstones to global markets.”

Based on these three key values,  Gemfields’ activation includes: a faceted female form, half emerald and half ruby, which demonstrates Gemfields’ drive for Transparency, the founding principle of the business; Gemfields’ extractive operations, combined with its proprietary grading and auction systems, are all designed to bring a reliable supply of responsibly sourced gemstones to market with an unprecedented level of transparency; and a sculpture of a rhino, an iconic African symbol of Conservation, representing Gemfields’ work with conservation partners to protect Africa's wildlife and biodiversity, including the Niassa Carnivore Project and Quirimbas National Park in Mozambique, as well as the Zambian Carnivore Programme spanning several Zambian reserves.

“The activation also featured an iconic African motif, a flowering baobab tree, the ‘tree of life’ which embodies Sustainability, Gemfields’ approach to its mining operations,” the Company added. “By its very nature, mining impacts the environment, but Gemfields seeks to minimise this where possible, enhancing environmental sustainability by regenerating land and replanting native flora.”
 
Pic Cap: Gemfields brings to life the magic of Africa’s Flora and Fauna at High Street Phoenix, Lower Parel

Pic Courtesy: Gemfields

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