Using the tagline “Rare colored gemstones,” the campaign focuses on reliable and ethically-produced gemstones and fair trade practices.

 

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

 

Directed by Jonny Lu, who works with brands including Louis Vuitton, the campaign features Danish model Josephine Skriver wearing jewelry from Amrapali, Gem Palace, Jordan Askill and others that feature Gemfields gemstones.

 

“Although colored gems have been coveted for their rarity throughout the ages, fashion is now embracing them as the new diamond,” Haber said. “They allow consumers to express themselves through color in a more unique, individual way.”

 

The six-month campaign will launch in Vanity Fair this July and appear in consumer fashion and luxury magazines in the United States, United Kingdom, India, South Africa and the Middle East throughout 2012.