Coloured gemstone supplier Gemfields PLC (LON:GEM) is using three high profile actresses and models to boost sales of rubies from its Montepuez mine in Mozambique.
A series of three films will form the backbone of a global marketing campaign that aims to resonate with women said Ian Harebottle, Gemfields’ chief executive.
Three short films called ‘Ruby Inspired Stories’ explore the hidden meaning behind the “captivating” gemstones.
“Rubies have been renowned for their magical properties since the beginning of civilisation,” said Harebottle.
Directed by award-winning filmmaker Leonora Lonsdale, the films premiered in London last week and feature up-and-coming actresses Sophie Cookson and Adito Rao Hydair, as well as model Grace Guozhi.
Over US$195mln worth of gems from the Montepuez mine have been auctioned off over the past two years.
Shares were down 0.26p, or 0.7%, to 35.74p.