| by Caroline Christmas | No comments

Future of Emeralds

As supply increases, market forces dictate that prices must go down. However this is not happening with Emeralds because with this increase in supply, comes an increase in interest as jewellery designers can confidently incorporate these stunning gems into their collections, knowing the supply will meet demand and companies can invest in a significant advertising campaign aimed at changing the world’s image of the green gem. All of this perhaps then begs the question; could the purchase of an Emerald design be a wise investment?

So how does a company cut through the fashion world’s seasons, where one day, green is everything and the next, well, its ‘so last season’? Emeralds essentially need to become the next Diamond. In the 1930’s De Beers launched their ‘Diamonds are Forever’ campaign, a campaign which survives to this day having planted the Diamond front and centre of our minds as the rock associated with love, romance and commitment. Emeralds need to achieve a similar ‘cult’ status, taking on a meaning which is well defined and well known, above and beyond its current place as the birthstone for May. With stunning actress Mila Kunis about to spearhead a new campaign, the image and perceptions of Emeralds across the world maybe about to start evolving.

Emeralds today are mined in a number of areas including Zambia, Zimbabwe, Brazil, Madagascar, Afghanistan and Pakistan, Ural Mountains in Russia, Australia, Norway, Cambodia, Canada, China, Egypt, Ethiopia, France, Germany, India, Italy, Kazakhstan, Nigeria, Namibia, Somalia, Spain, South Africa, Switzerland, Tanzania and the USA. Whilst Brazil is currently the world’s largest exporter, the quantity and confidence which is growing in the Emerald market currently emanates from Zambia which arguably produces the closest in terms of quality to the world leader, Colombia.

With a history going back to at least 4000BC in Babylon, the gems have a long and rich tradition in the jewellery market. As long as the mining companies avoid an oversaturation of the market which knocked the gem in Europe in the 15th century we predict the future is bright for Emeralds. If re-launched successfully, they have every chance of achieving a similar status to the Diamond, although their colour will always perhaps be a slight limiter on their ability to climb the gem mountain.