AMERICAN GEM: Gemfields will debut its short movie, directed by Jeff Burton and featuring the brand’s global ambassador Mila Kunis, online today. The film marks the fourth anniversary of the worldwide launch of Gemfields’ responsibly sourced Mozambican rubies. Filmed along the canyons above Malibu, Calif., the two-minute short features Kunis wearing five bespoke pieces of jewelry, which are all set with Mozambican rubies and created by Gemfields’ sister company Fabergé, Georg Jensen, Spinelli Kilcollin, Miiori and the Indian designer Gyan. Burton, a regular contributor to publications including French Vogue, Vanity Fair and The New York Times, has also worked with labels including Tom Ford, Yves Saint Laurent and Céline.
In an interview last month, Kunis recalled her experience visiting the mines in Africa: “This experience kind of made everything I did — I mean I knew nothing, I really did come to the mines with the thought, ‘Oh it’s pretty, if I like it, I’ll buy it like most people’ — and I think that when you learn what makes a gemstone unique, and how it’s different than a diamond, and how it’s different than a ruby, when you look at a ruby and how my ruby is different from your ruby, when you learn that every single gemstone has its own fingerprint and not one gemstone’s like the other. I found that to be such interesting information. I have an emerald, and you can take it through a microscope and because of the specific types of veins in the emerald, you can trace it back to the exact cavern and exact country that it’s from — you can’t do that with any diamond, because it doesn’t exist and I find that to be very interesting — they all have their own history and their own print.”