COLOR FORMS: Fabergé is rapidly raising its profile under new owner Gemfields plc, the mining and marketing company specializing in emeralds and colored gemstones. Its first ad campaign in 18 months is set to break in early October, and the brand will also sponsor “The Cheapside Hoard: London’s Lost Jewels,” the first-ever show of more than 500 precious Elizabethan and Early Stuart gems buried in a cellar and discovered by accident in 1912.
The campaign, shot by Camilla Åkrans, has a slick, minimalist feel aimed at highlighting Fabergé’s colored gems, including the new Emotion rings, each of which is dotted with more than 300 stones.
This story first appeared in the September 23, 2013 issue of WWD. Subscribe Today.
The worldwide campaign will break in the November issues of titles including Vanity Fair, U.S. Vogue, and Harper’s Bazaar.
On Oct. 1, a small fleet of taxis covered with images of Fabergé’s colored stones will begin circulating in London’s West End in anticipation of the opening of “The Cheapside Hoard” at the Museum of London.
“Almost 90 percent of the jewelry in the hoard is made with colored gemstones,” said a company spokeswoman, adding that during long periods throughout history, colored rocks were more prized than clear diamonds.