FIRST TIME: In a first for Gemfields, the one-off designer jewelry it created in collaboration with a selection of international jewelers will be available to purchase for the first time at couturelab, the London-based boutique and e-commerce site. From September, and following a world tour, 12 of the pieces created by international designers Alexandra Mor, Anndra Neen, Dominic Jones, Duffy, Fernando Jorge, Jasmine Alexander, Jordan Askill, Penny Winter, Nam Cho, Shaun Leane and Wendy Yue will be available for sale at couturelab’s Belgravia, London, store and on The designers used Gemfields’ Zambian emeralds and amethysts, and Mozambican rubies to create one-of-a-kind pieces exclusively for the environmentally and socially responsible mining company.

“The Gemfields philosophy aligns perfectly with our own — by telling the story of the stones and working with the world’s leading jewelers, the collection at couturelab represents everything we stand for; exceptional craftsmanship, unique product and brands with a story to tell,” said couturelab founder Carmen Busquets.

This story first appeared in the August 19, 2013 issue of WWD. Subscribe Today.

The partnership will be supported by a collaborative advertising campaign that will appear in the October issues of Harper’s Bazaar and Vanity Fair (U.S. and U.K.), as well as W, British Vogue and Tatler.

Prices for the Gemfields collection at couturelab start from 2,678 pounds, or $4,050, for a brooch by Askill.

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