Gemfields (AIM: GEM), in association with the World Land Trust, is collaborating with eight world-class jewellery designers to create a collection of bespoke emerald jewellery, which is being launched at Selfridges' Wonder Room.
“The aim of the collection is to create awareness of the plight of the Asian elephant and to bring attention to the World Land Trust’s ‘Indian Elephant Corridor’ project which is raising funds to save elephants in India”, Gemfields stated.
The collection will centre around a life-size fiberglass elephant, called the Emerald Queen, which was designed by Sabine Roemer using Gemfields Zambian emeralds. The company also highlighted that the Emerald Queen will form part of the London Elephant Parade, which takes place between May and July.
According to Gemfields’, its mine-to-market capability guarantees the provenance of every gem, through a full disclosure and certification programme.
The collection will be showcased in Selfridges Wonder Room during May and in mid-June, Sotheby’s will auction the collection. A percentage of profits from each jewel will go towards the World Land Trust’s ‘Indian Elephant Corridor’ project.
The World Land Trust is working to safeguard traditional migration routes for elephants, so that they can move safely between National Parks and other protected forests. The World Land Trust has strong support for the project, with its patrons including Sir David Attenborough, and David Gower. The trusts other supporters include Stephen Fry, Mark Carwardine, Yuvraj Singh, Tony Hawks, Will Self and Thandie Newton.