Gemfields (LON:GEM) has kicked off a six month advertising campaign, which will appear in key fashion magazines in the UK, USA, India, South Africa and Middle East.
The tagline for the marketing drive, which starts next month, is "Rare Coloured Gemstones".
The campaign's art director is Jonny Lu, who has worked with brands like Louis Vuitton, and features leading Danish model Josephine Skriver wearing the firm's emeralds from Zambia and rubies from Mozambique.
Anna Haber, the firm's director of global marketing said: "Because Gemfields is a new kind of coloured gemstone company we wanted the campaign to have a fresh, contemporary aesthetic."
Meanwhile, in a research note issued today, Edison pointed out that the firm's four auctions in the financial year to June this year had realised US$77.9 million.
It added that the company's extensive emerald resources and targets in Zambia plus other coloured gem projects, including a major ruby deposit in Mozambique, also offered considerable longer-term growth prospects.
On June 20, the firm said it saw “solid overall demand” for emeralds and beryl put up for auction earlier this month in Jaipur, India.
A total of 10.85 million carats of mainly lower quality stones were offered, with 3.47 million sold.
The company’s ethical Zambian emeralds were sought after, though Gemfields reported some weakness in demand for the very lowest quality grades.