If you were born in the month of July, chances are you know something about the lore and legend of the July birthstone, ruby. Rubies have been beloved and collected for centuries by gemstone connoisseurs, including royalty, for their vibrant red color and reported mystical attributes. Now, in support of its new ruby mine in Mozambique, gemstone mining company Gemfields is celebrating these mystical properties. Gemfields has produced a fascinating series of female-centric videos to capture the imagination of today’s jewelry-loving women – and their men. Let’s take a look.
Gemfields’ Ruby Inspired Stories explore the ruby’s symbolism of passion, protection and prosperity, as seen through the eyes of three women from three different cultures. Instead of focusing on the beauty of the rubies featured, the videos highlight the stones’ emotional appeal, including their ability to help recall special memories or celebrate milestone moments; their emotional backstories if you will.
An International Cast
Following a successful emerald campaign featuring brand ambassador Mila Kunis, Gemfields has chosen an international cast for its ruby videos including British actress Sophie Cookson, Chinese model Grace Guozhi, London-based actress Kamay Lau, and Indian actress Aditi Rao Hydari.
The videos were directed by Leonora Lonsdale and first appeared on the Gemfields YouTube channel. They will be promoted on Social Media and by an accompanying print advertising campaign. Each film ends with a simple message about responsibly sourced rubies from Mozambique, brought to you by Gemfields.
While Gemfields does not create jewelry from the emeralds and rubies it mines, it does partner with jewelers, including Fabergé, Aya, and Gyan, whose pieces appear in the ruby videos. The mining company is banking on the fact that the videos’ educational and emotional outreach will build brand awareness and cause consumers to look for Gemfields stones the next time they make a ruby purchase or buy a ruby birthstone gift.