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Client: Gemfields

Date: March 2015 – Present

Gemfields is the world’s leading supplier of responsibly sourced colored gemstones, specializing in emeralds and amethysts from Zambia and rubies from Mozambique. Listed on the AIM market of the London Stock Exchange (ticker: GEM), Gemfields oversees the mining and marketing of colored gemstones from some of the world’s finest gemstones deposits with full transparency and responsible practices.


COPIA began working with Gemfields in March 2015 as the brand was interested in educating the market about sustainable mining practices and to highlight where the gemstones used by high-end brand across the works such as Cartier and Chopard come from. Further, as the brand has a special relationship with, Fabergé, this is another key element to our strategy in regards to product awareness. Our strategy from the beginning was to introduce and position Gemfields as the leader in the market, educate on key mining practices as well as build up awareness for the brand through product placements. As part of this, we focus on: media relations, key spokesperson interviews, strategic partnerships and product loans.

We also managed and organized two press trips in 2015 and 2016 with top tier media in the Zambian and Mozambique mines to educate them on the ethical aspect of the brand and the process behind the sourcing.

Through our work education about sustainable mining practices have put Gemfields on the map. Along with that, by capitalizing on the partnership Fabergé, we have been able to create product awareness.