Gemfields and MUSE introduces See-Now- Buy-Now Jewelry Collection

Collection debuts at The Couture Show in Las Vegas followed featuring Gemfields Rubies and Emeralds
: IJ News Service
04 June 2016 10:30 AM
Reference: 6956

Gemfields, the world’s leading supplier of responsibly sourced coloured gemstones, announced its first see-now- buy-now collaboration with MUSE, the fine jewellery industry’s premier showroom for emerging and established talent. Gemfields and MUSE have teamed up to create a new collection of cutting-edge jewellery featuring Gemfields-sourced Mozambican rubies and Zambian emeralds. The GEMFIELDSxMUSE collection was revealed at this year’s Couture show held in Las Vegas from June 2-6, and consumers had an instant access to the collection, with online retailers, TWIST and Moda Operandi, each launching select pieces on June 2 and 3, respectively. Known for its support of emerging jewelry designers, Gemfields’ partnership with MUSE includes a wide range of pieces from designers Carolina Bucci, Dezso by Sara Beltrán, Elena Votsi, Holly Dyment, Michelle Fantaci, Nikos Koulis, Savannah Stranger, Silvia Furmanovich and Yossi Harari. Also in the lineup is AYA by Chelsy Davy, whose jewellery will be shown for the first time in the US. Most styles are a fresh take on each of the designers’ bestsellers, reimagined with Gemfields rubies and emeralds. Gemfields and MUSE worked together to create a collection for every day wear that would target a fashion-forward consumer, with the majority of the limited- production collection falling in the $1,000 and $10,000 price point, in addition to a few high value statement pieces. With a wide range of gemstones coming from its mines each year, Gemfields strives to provide rubies and emeralds to all segments of the industry. In 2015, Gemfields partnered with Bergdorf Goodman on an exclusive collection created in celebration of its new jewellery salon, and continues to work with Macy’s to offer accessibly priced emerald and ruby pieces. “Having done collaborations at both ends of the spectrum, we see the alignment with MUSE as the perfect opportunity to showcase the versatility of color and connect with a fresh new audience. It’s exciting to see our gemstones come alive in such fun, fashionable jewelry,” said Gabriella Harvey, Gemfields’ Director of Procurement and Product Services. Jennifer Shanker, Founder of MUSE added, “I’ve always been intrigued by the idea of creating a capsule collection that was a group effort by the exceptionally talented designers represented by MUSE. A partnership with Gemfields is the perfect realization of that dream, allowing each brand to stay true to itself and its signature style while being inspired by the common denominator of responsibly sourced rubies and emeralds. ”

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