LONDON — Gemfields is taking its message of ethically sourced colored gemstones to the public with a specially targeted consumer Web site, consumer.gemfields.co.uk.


Divided into three sections, it aims to tell the story of Gemfields. The first part, “Ethical and Sustainable Mining,” outlines the company’s sustainable and socially responsible mining practices, and mission to remain transparent in its mining operations. The second section, “A Guide to Rare Colored Gemstones,” is a source of industry knowledge, including the unique attributes of emeralds, rubies and amethysts, as well as tips for purchasing colored gemstones with a conscience.


The third part of the site, “Gemfields Discovered,” is a curated gallery of campaign and still-life images taken by photographers including Mario Sorrenti, Boo George and Theo Wenner, as well as portraits of the Kagem mining community and an artistic series of Zambian landscapes.


Video content across the site shows a film series that incorporates the history of emeralds in India and footage from face-of-the-campaign Mila Kunis’ recent trip to the Zambian mines.


“Consumers have been looking for a trusted source in the colored gemstone industry,” said Ian Harebottle, Gemfields chief executive officer, in a statement. “And, with the launch of our Web site, we are able to provide them with that access and help them understand the brand in a creative way. The site is more than just a landing page for Gemfields, it’s about experiencing colored gemstones and educating consumers on the impact of their purchase.”


The site lives alongside the brand’s existing corporate Web site, Gemfields.co.uk.