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Emeralds for Elephants to Launch at Selfridges

Apr 23, 2010 7:00 AM   By Jeff Miller
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RAPAPORT... Gemfields and the World Land Trust  collaborated with eight jewelry designers to create a unique ‘pop-up’ collection of bespoke emerald jewelry.  The aim of this collection is to create awareness of the plight of the Asian elephant and to bring attention to the World Land Trust’s ‘Indian Elephant Corridor’ project, which is raising funds to save elephants in India. The collection will be showcased in Selfridges Wonder Room during the month of May.  In the middle of  June, Sotheby’s will auction this collection at an exclusive event with a percentage of profits from each jewel going towards the World Land Trust’s, ‘Indian Elephant Corridor’ project.

emerald elephantThe collection will ‘pop-up’ around the Emerald Queen, pictured, a life size fiberglass elephant designed by Sabine Roemer using emeralds from Zambia, which will form part of the London Elephant Parade from May to July 2010. 

The Asian elephant is experiencing large scale habitat loss. India is home to 60 percent of the remaining Asian elephant populations, making their survival in India critical to the survival of the whole species. It is for this very reason that the World Land Trust has identified vital corridors as a fast-action bid to protect the elephants that remain. The World Land Trust is now working hard to safeguard traditional migration routes for elephants so that they can move safely between National Parks and other protected forests.
Eight leading designers were chosen  to create one-of-a-kind jewelry incorporating an emerald from Gemfields’ operations in Zambia as the centerpiece.  Gemfields produces emeralds in an ethical fashion following industry best practices, and fair trade targets that include environmental, social and safety practices.  Gemfields guarantees the provenance of every gem it produces using full disclosure and certification.
Each designer created a unique piece inspired by the elephants.  The jewelers include  Shaun Leane,  Theo Fennell, and  Dominic Jones, all based in the U.K.;  Sevan Bicakci of Turkey,  Alessio Boschi of  Australia,  Francis Mertens of Belgium, and JW Currens from the U.S.

The World Land Trust patrons include such notable names as  Sir David Attenborough, David Gower,  Will Self, Stephen Fry, Mark Carwardine, Tony Hawks, Thandie Newton and  Yuvraj Singh.

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Tags: Australia, Belgium, Fair Trade, India, Jeff Miller, Jewelry, Sotheby's, Theo Fennell
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