Gemfields, a leading miner and marketer of colored gemstones, has announced a collaboration with MonoC, the world’s first metahuman artist, in a move aimed at redefining perceptions of rubies. This partnership, a departure from Gemfields’ traditional marketing strategies, seeks to leverage MonoC’s unique artistic perspective to explore the symbolic connection between rubies and love.
The collaboration unfolds in a two-part film where MonoC visits a gemstone mine and encounters a couple deeply in love. Through MonoC’s artistic interpretation, viewers are invited to contemplate the relationship between rubies and passion, symbolized by the transformative experience MonoC undergoes upon witnessing the couple’s affection.
Accompanying the film is an interactive WeChat mini app, GEMORPHOSIS, designed by MonoC. This app allows users to discover their own virtual ruby by measuring their heartbeat frequency, offering personalized recommendations for Fabergé x Gemfields rings based on their unique virtual ruby.
Gemfields’ decision to collaborate with MonoC is influenced by the growing interest in colored gemstones, particularly rubies, in the Chinese jewelry market. According to a report released by Gemfields in January 2024, Chinese consumers perceive rubies as symbols of passion and life, favoring designs that seamlessly integrate into everyday wear.
Emily Dungey, Gemfields’ marketing and communications director, highlights the collaboration’s aim to explore the emotional significance of gemstones. “Collaborating with MonoC has enabled us to adopt a surrealist perspective to explore the powerful feelings that can be evoked by the meaningful gift of a gemstone,” says Dungey.
Rubies, often referred to as the “King of Gemstones,” have a rich history dating back to ancient times. Gemfields responsibly mines Mozambican rubies, adhering to its core values of transparency, legitimacy, and integrity.
In summary, Gemfields’ collaboration with MonoC represents a novel approach to marketing colored gemstones, with a focus on exploring the emotional resonance of rubies in contemporary society. Through innovative storytelling and interactive experiences, Gemfields seeks to engage consumers and elevate the appreciation of these precious gems.
