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Integrity, Innovation & Quality
June 28, 2016
Three short films focusing on the mystical properties of rubies were premiered last Wednesday at the Hotel Café Royal in London.
Called “Ruby Inspired Stories,” the 60-second vignettes feature an international cast that includes actresses Kamay Lau, Sophie Cookson and Aditi Rao Hydari, as well as model Grace Guozhi. The videos were produced by Gemfields, a leading supplier of colored gemstones.
The company maintains a core belief that there is “A Story in Every Gemstone,” so the firm enlisted award-winning filmmaker Leonora Lonsdale to create a series of intimate portraits that explore how rubies play a pivotal role in the lives of three contemporary women. Each vignette weaves a narrative around one of ruby's mystical themes — prosperity, passion or protection.
In the prosperity-themed video, we're invited into the world of a sophisticated and successful artist played by London-based model and actress Lau. The artist is assisted in her studio by a dedicated apprentice played by Chinese model Guozhi.
Lau admires the work ethic of Guozhi, who tirelessly toils day and night preparing her canvasses and serving her tea. The final scene shows the women dressed up for a night on the town. In the back seat of a town car, Lau waits for Guozhi to join her and has a special gift waiting on the seat next to her. Presumably, it's a piece of ruby jewelry that Lau had been admiring in a storefront window earlier in the video.
The other two “Ruby Inspired Stories” star British actress Cookson in a video about "passion," and Indian actress Hydari in a feature about "protection."
The prosperity video is shown below, while the others can be seen on Gemfield's YouTube channel here...
“Rubies have been renowned for their magical properties since the beginning of civilization," Gemfields CEO Ian Harebottle told Mining.com. "As a leading supplier of responsibly sourced colored gemstones, we wanted to explore how these beautiful and mysterious gemstones resonate with women today."
Worked into the storylines of each video are product shots from designers Gyan, Fabergé and Aya, a new brand from Chelsy Davy. Each video ends with the slogan, "A Story in Every Gemstone," and the tagline, "Responsibly Sourced Mozambican Rubies by Gemfields."
“Ultimately, the consumer for our gemstones is the woman who will use a piece of jewelry to commemorate something important in her own life: an accomplishment, a connection with another human being or a statement about her own personality,” Sally Morrison, director of marketing and sales for the Americas at Gemfields, told LuxuryDaily.com. “We believe that these films, viewed as a group, start a conversation with consumers about how their own stories can be expressed through a ruby.”
Credits: Screen captures via Youtube/Gemfields; Facebook.com/Gemfields.
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