Gemfields unveils new global campaign to promote Zambian emeralds
Gemfields, which owns 75 percent of the Kagem emerald mine in partnership with the Zambian government, has unveiled its second advertising campaign featuring global ambassador for emeralds, actress Mila Kunis.
The 2014 campaign entitled Beauty by Nature was captured by legendary portrait photographer Peter Lindbergh and styled by Lori Goldstein.
Following the announcement of a partnership in early 2013, Kunis travelled to Gemfields’ emerald mine in Zambia to further her understanding of gemstone mining, and has become an advocate for the company’s ethical approach.
Kunis has also appeared at several red carpet events dressed in jewellery featuring Gemfields’ gemstones, including this year’s Golden Globe Awards.
She said: “As Gemfields’ Global Ambassador I have been able to deepen my knowledge and understanding of coloured gemstones, and in the process I have come to appreciate jewellery so much more.
“Not only do I better understand the work that goes into the creative process but I have fully grasped just how rare and precious every gemstone is — and the remarkable journey each gemstone makes.”
To highlight Gemfields’ position as the leading supplier of responsibly sourced coloured gemstones to the world’s finest jewellery houses, luxury brands and retailers, Kunis has not been photographed wearing jewellery, a departure from the previous year’s campaign.
Gemfields continues to support and collaborate with its partners in the jewellery industry, supplying them with their fine-coloured gemstones, and throughout 2014 still-life images of their jewellery creations will be featured in joint campaign images.
Gemfields Chief Executive Officer, Ian Harebottle, said: “We are thrilled about the new campaign. Not only are the images incredibly impactful and very different to what other companies are doing — but they are perfectly aligned with our views of Gemfields, Mila Kunis and discerning jewellery consumers; natural, honest and totally unique.”
The global advertising schedule will appear in publications including Vogue, Harper’s Bazaar, Vanity Fair andW and includes a digital campaign running on vogue.co.uk, telegraph.co.uk and net-a-porter.com, among others.
The campaign launches an exciting year for the company including several promotional and retail partnerships, a new blog called ‘Gemfields Journal’ (home to both informative and inspirational content) and a drive to promote consumer and retailer education through a series of bespoke gemstone master classes.
Gemfields plc is a leading gemstone miner listed on the AIM market of the London Stock Exchange. The company's principal asset is the 75 percent owned Kagem emerald mine in Zambia, the world's single largest emerald mine.
In addition to the Kagem emerald mine, Gemfields has a 50 percent interest in the Kariba amethyst mine in Zambia. The company also owns controlling stakes in a highly prospective ruby deposit in Mozambique and licences in Madagascar including ruby, emerald and sapphires deposits.
G7 Summit guide: What it is and what leaders hope to achieve
Unless you’ve had your head buried in the sand, you’ll have seen the term ‘G7’ plastered all over the Internet this week. We’re going to give you the skinny on exactly what the G7 is and what its purpose on this planet is ─ and whether it’s a good or a bad collaboration.
Who are the G7?
The Group of Seven, or ‘G7’, may sound like a collective of pirate lords from a certain Disney smash-hit, but in reality, it’s a group of the world’s seven largest “advanced” economies ─ the powerhouses of the world, if you like.
The merry band comprises:
- The United Kingdom
- The United States
Historically, Russia was a member of the then-called ‘G8’ but found itself excluded after their ever-so-slightly illegal takeover of Crimea back in 2014.
Since 1977, the European Union has also been involved in some capacity with the G7 Summit. The Union is not recognised as an official member, but gradually, as with all Europe-linked affairs, the Union has integrated itself into the conversation and is now included in all political discussions on the annual summit agenda.
When was the ‘G’ formed?
Back in 1975, when the world was reeling from its very first oil shock and the subsequent financial fallout that came with it, the heads of state and government from six of the leading industrial countries had a face-to-face meeting at the Chateau de Rambouillet to discuss the global economy, its trajectory, and what they could do to address the economic turmoil that reared its ugly head throughout the 70s.
Why does the G7 exist?
At this very first summit ─ the ‘G6’ summit ─, the leaders adopted a 15-point communiqué, the Declaration of Rambouillet, and agreed to continuously meet once a year moving forward to address the problems of the day, with a rotating Presidency. One year later, Canada was welcomed into the fold, and the ‘G6’ became seven and has remained so ever since ─ Russia’s inclusion and exclusion not counted.
The group, as previously mentioned, was born in the looming shadow of a financial crisis, but its purpose is more significant than just economics. When leaders from the group meet, they discuss and exchange ideas on a broad range of issues, including injustice around the world, geopolitical matters, security, and sustainability.
It’s worth noting that, while the G7 may be made up of mighty nations, the bloc is an informal one. So, although it is considered an important annual event, declarations made during the summit are not legally binding. That said, they are still very influential and worth taking note of because it indicates the ambitions and outlines the initiatives of these particularly prominent leading nations.
Where is the 2021 G7 summit?
This year, the summit will be held in the United Kingdom deep in the southwest of England, with Prime Minister Boris Johnson hosting his contemporaries in the quaint Cornish resort of Carbis Bay near St Ives in Cornwall.
What will be discussed this year?
After almost two years of remote communication, this will be the first in-person G7 summit since the novel Coronavirus first took hold of the globe, and Britain wants “leaders to seize the opportunity to build back better from coronavirus, uniting to make the future fairer, greener, and more prosperous.”
The three-day summit, running from Friday to Sunday, will see the seven leaders discussing a whole host of shared challenges, ranging from the pandemic and vaccine development and distribution to the ongoing global fight against climate change through the implementation of sustainable norms and values.
According to the UK government, the attendees will also be taking a look at “ensuring that people everywhere can benefit from open trade, technological change, and scientific discovery.”