India may be one of the world's fastest-growing consumer markets for diamonds and diamond jewelry, as well as the world's first producer of diamonds, but colored gemstones have long been part of its cultural and jewelry tradition.

Noting that demand for emerald jewelry has risen in recent years (particularly for bridal sets), Gemfields has launched an Indian marketing campaign called Uniquely You designed to showcase emeralds from Zambia, where last year the company discovered a 6,225-carat rough emerald at its Kagem mine.



Gemfields is the first company to offer consumers emeralds that have been produced through an ethical pipeline, meaning that customers are assured that the Zambian stones – notable for their vibrant green hue – are produced in accordance with ethical and social standards.

"The country's rich emerald history is a perfect launch site for our definitive message on Gemfields emeralds, including… our ethical mining concerns and the significant value they present to the market," said Gemfields CEO Ian Harebottle.

Uniquely You, which seeks to attract women's attention to the emerald's distinct, regal quality that imparts "an element of individuality and elegance" to the wearer. The campaign features a modern-day Indian woman modeling emerald jewelry of classic design and will appear in leading consumer and lifestyle magazines throughout India.