Gem Sessoin

Spearheading a significant conversation taking us underneath the lustrous layer of coloured gemstones to engage with the environment, local communities, and ethical sourcing, Emily Dungey, group marketing and communications director at Gemfields, explains to us the concept behind the brand’s new campaign.

- Sanhati Banerjee

Six characters named Transparency, Sustainability, Conservation, Health, Livelihoods, and Education lend their intrinsic values to the six sculptures that they embody. The setting is as imaginative as its context. A contemporary art gallery is about to close for the night when these characters “come to life” to narrate their stories. The latent drama in the storyline could make it fit for any fantasy film, but in this Gemfields campaign, it gains a richer meaning through its deeper engagement with the burning question of responsible sourcing when it comes to the coloured gemstone industry. Beneath the apparent sheen and lustre that make gemstones a coveted item for a bride-to-be’s trousseau, coloured gemstones are also about the impact of mining on the environment, biodiversity, respecting the ecology, and preserving the local cultures and communities. Gemfields takes a lead by addressing these questions, as put with admirable honesty by Dungey, “By its very nature, mining impacts the environment, but Gemfields seeks to minimise this where possible.”

Q: How does responsible sourcing of coloured gemstones intersect with more community-driven stories?