Georg Jensen x Amazon Fashion

RUBY JEWELS: Georg Jensen has partnered with Amazon Fashion Europe to launch a limited-edition collection on the platform created using Gemfields rubies.

The five-piece capsule features the brand’s signature Mobius shape, a fluid twist design developed by the label in the late Sixties around the mathematical definition of the Mobius strip. It’s an infinite shape with no beginning or end.

“Mobius is a centerpiece in our design heritage adapted by Georg Jensen designer Vivianna Torun, a master jeweler and one of the first female silversmiths to earn international acclaim,” said Eva-Lotta Sjöstedt, Georg Jensen’s chief executive officer.

The range includes a series of rings, pendants and a pair of earrings in silver with prices ranging from 350 pounds, or $433, to 700 pounds, or $868.

Each piece is embellished with a red ruby sourced by Gemfields, the miner of colored gemstones. Amazon and Georg Jensen both wanted to align themselves with Gemfields because of its “commitment to transparency, as well as to environmental and social responsibility,” Sjöstedt said.

The rubies are sourced from Mozambique, and 20 percent of the profits from the collection will go toward the Niassa Project, a charity that works toward conserving lions and other carnivores in the area.

Sjöstedt pointed out that the project’s charitable cause and the opportunity to reach a new audience through Amazon’s platform prompted her to work with the e-commerce giant.

Julian Exposito Bader, head of vendor management for jewelry at Amazon Europe, also highlighted that, following a meeting at Las Vegas’ Couture Jewelry Show, there was an ongoing conversation between the Georg Jensen and Amazon design teams to select a design and price point that would appeal across Amazon’s European markets.

Exposito Bader has been growing Amazon’s jewelry portfolio and introducing a range of smaller, niche jewelry labels to the site from mass market to luxury labels.

Key new launches include the Greek fine jewelry label Nikos Koulis; London-based designer Shaun Leane, known for his dark, romantic pieces and previous collaborations with Alexander McQueen, and Leivankash, a London-based fashion jewelry label by Leila Kashanipour that blends graphic lines and elements from the designer’s Persian heritage.

“There are a lot of web sites competing for the same top labels, so we want to introduce a different edit, and have that sense of discovery when customers go on the site,”  Exposito Bader said.

“We now have 160 labels across different price ranges which is a great number, so I plan to shift the focus on growing each brand and increasing sales. Retailers are always trying to drive traffic to their sites, we don’t have that problem, our goal is to make Amazon known as a jewelry destination across our customer base,” he said.