Colored gemstone producer Gemfields has launched a global advertising campaign highlighting its socially and environmentally conscious emeralds and rubies.

The campaign, titled Rare Colored Gemstones, will launch in Vanity Fair in July and continue for six months across consumer fashion and luxury magazines in the United Kingdom, United States, India, and South Africa. The images, photographed by Boo George and Coppi Barbieri (still life), feature Danish model Josephine Skriver wearing Gemfields emeralds from Zambia and rubies from Mozambique. Jewels set with Gemfields stones by Jooal, Gem Palace, Amrapali, Farah Khan, and Jordan Askill also appear in the campaign. 

“Because Gemfields is a new kind of colored gemstone company, we wanted the campaign to have a fresh, contemporary aesthetic,” Anna Haber, Gemfields’ director of global marketing, said in a statement.

JCK