Written by Mark Ellwood

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How Gemfields Is Doing It

No single luxury firm better embodies the new vogue for feel-good glamour than colored stone specialist Gemfields. It operates under a banner of radical transparency, which reassures clients and customers of its high ethical, as well as esthetic, standards at every stage. "We live in a world now where it's nevermind 'Are you your brother's keeper?'" explains Gemfields CEO Ian Harebottle, "It's more like 'Are you your great- great- great- grandson's keeper?'"

(pictured: The Alexandra Mor ring)

Written by Mark Ellwood

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When Mila Kunis was tapped to be the face of Gemfields earlier this year, she went to check out its African operations for herself. "They take so much pride in their work and take such good care of their employees," she explained after the trip, "They take care of their community, they put up schools, and they teach the people how to farm vegetables."

Written by Mark Ellwood

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It isn't all about doing good, though—it’s about looking good, too. Kunis was shot by Mario Sorrenti for a worldwide campaign, draped in extravagant pieces incorporating ethically sources rubies, emeralds and colored stones from the firm.

Written by Mark Ellwood

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Gemfields also enlisted a rockstar-level roster of contemporary designers to take those ethical stones and use them as inspiration for one of a kind pieces. After those designs toured the world, the firm partnered with ultra-luxe concept store CoutureLab to sell those future heirlooms via its London based boutique this fall. One of the highlights are these fluid Zambian emerald earrings by Brazilian designer Fernando Jorge.

Written by Mark Ellwood

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Indian designer Amrapli channels Mughal heritage with this sumptuous yellow gold necklace of pearls, diamonds and dozens of Mozambican rubies.

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A huge Zambian emerald is the centerpiece of this ring, another standout, designed by the edgy UK-based Jasmine Alexander, a multi-hyphenate who moonlights as a poet and writer along side her design work.

Written by Mark Ellwood

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Vampy British designer Solange Azagury-Patridge, the former creative czarina of Boucheron, designed these ruby earrings, typical of her shamelessly sumptuous esthetic.