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Gemfields Builds ‘Emeralds for Elephants’ Campaign for India

Jul 20, 2011 11:55 AM   By Jeff Miller
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RAPAPORT... Following the success of ''Emeralds for Elephants'' in London one year ago, Gemfields International is again leading an awareness campaign to raise funds to protect the elephant habitat in India.    Gemfields chose 10 jewelry design firms that would use ethically mined emeralds from Zambia in the creation of a jewelry collection to be auctioned by Sotheby's in October.

Each firm created a unique piece or suite inspired by the elephants and the corridors the mammals roam. The 10 design firms were:   Abaran Jewellers of Bangalore,  Gem Palace  of Jaipur, Khanna Jewellers  of Delhi, Meena Jewellers of Hyderabad, Narayan Jewellers of Baroda,  Sawansukha Jewellers of Kolkata, Talwarsons Jewellers of Chandigarh,  Vummidi Bangaru Jewellers of Chennai, and Anmol Jewellers and Nirav Modi of Mumbai.

The headline piece from the collection  is a Ganesha sculpture, with a 638-carat Gemfields Zambian emerald, created by  Arzan Khambatta. The entire  collection will make its way now to the 10 designer boutiques  from August through early October.  On October 14, Sotheby’s will auction the pieces at the Taj Mahal Hotel Mumbai and a percentage of profits will help fund the World Land Trust’s ''Indian Elephant Corridor'' project.

John Burton, the chief executive for  World Land Trust,  said, ''Gemfields have not only demonstrated their ethics, but are also committed to helping the natural environment of elephants, both in Africa where their emeralds are mined, but also in India where many of them are sold. In 2010 they were one of the major contributors to the program managed by the Wildlife Trust of India and supported by the World Land Trust, creating corridors to allow elephants to move freely between protected areas.''

Gemfields' chief executive Ian Harebottle added, ''Gemfields is very pleased to bring Emeralds for Elephants to India this year. Our London auction for the ‘Indian Elephant Corridor’ project helped to raise a significant amount last year, and we are sure of a good response in India. Gemfields is proud to have partners who support us wholeheartedly on this initiative and we sincerely hope that our efforts in giving to the environment will help build larger and more viable habitats.''

Gemfields noted that the Asian elephant is experiencing large-scale habitat loss as India’s farmlands and cities expand. India is home to 60 percent of the world’s Asian elephant population, making their survival in India critical to the survival of the whole species. The Wildlife Trust of India conducted a survey which resulted in identifying 88 vital corridors for elephant movement. The group then set out to secure these corridors in partnership with the World Land Trust in the northern  state of Uttarakhand, the southern state of Kerala and the northeastern state of Meghalaya.

The Emerald for Elephants' other sponsors include  Jaguar Land Rover, The Taj Hotels Resorts and Palaces, Sotheby’s, CanazWest Pictures, Mumm Champagne, BVC, Show Stuff and the Gemological Institute of America  India.


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Tags: auction, design, elephants, emeralds, Gemfields, India, Jeff Miller, Sotheby's
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