Mila Kunis and Jewelry Designers Launch Gemfields Bespoke Colored Gemstone Jewelry Collection

Mila Kunis takes center stage among jewelry designers at Gemfields event.

Actress Mila Kunis joined a group of fine jewelry designers to help launch a bespoke jewelry collection created with emeralds, rubies and amethysts provided by Gemfields, a colored gemstone miner and marketer.

The jewelry collection was unveiled at the Phillips Auction House in London. It was created by 36 jewelry designers that partner with the London-based company and primarily consist of Zambian emeralds, Mozambican rubies and Zambian amethysts. The jewelry ranges in price from $1,130 to $750,000.

Many of the designers who created the jewelry were at the launch, including Theo Fennell, Stephen Webster, Shaun Leane, Dickson Yewn and Alexandra Mor. They shared the spotlight with Kunis and celebrities from the U.K. and India, including Jacquetta Wheeler, Kamika Kapoor and Nina Naustdal.

To coincide with the launch of this project, Gemfields presented its new global advertising campaign featuring Kunis wearing ethically sourced Zambian emeralds and Mozambican rubies shot by Mario Sorrenti in Los Angeles.

This jewelry showcase will travel to India next and then to Las Vegas where it will be displayed at the Couture show in May. 

Gemfields first announced its relationship with Kunis and the new advertising campaign about a month ago. The company first disclosed its partnership with the jewelry designers in the fall of last year.

The campaign focuses on emerald jewelry, which coincides with Gemfields main business: the mining and marketing of emeralds from the Kagem mine in Zambia, which it has a 75 percent stake in. The same mine also produces amethysts. It is working to produce a mine-to-market strategy for their emeralds that it says will be ethical, transparent and sustainable.

The company also owns a 75 percent stake in the Montepuez ruby mine in Mozambique and the Kariba amethyst mine in Zambia.

If that’s not enough, in January Gemfields finalized its ownership of iconic Russian luxury jewelry brand, Fabergé, which receives a supply of the company’s best colored gemstones.

Earlier this month, the company released a bit of bad news in its half-year financial report, saying that core earnings fell 39 percent as it held just one auction during the period compared with two in the prior year. But production climbed by two-thirds.

Production rose about 65 percent to 14.5 million carats in the first half, mainly on higher grades recovered at its Kagem mine in Zambia. Earnings before interest, tax, depreciation and amortization fell to $19.5 million for the six months to December 31, from $32.2mn a year earlier.

Revenue from rough and finished emerald sales decreased 39 percent to $27.7 million.

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