This article first appeared in the GEMSWORLD 2023.

Gemstone miner Greenland Ruby has achieved dazzling milestones since its ruby and sapphire mine opened in May 2017. These include becoming the first coloured gem miner to be certified by the Responsible Jewellery Council in 2019; launching a virtual showroom during the pandemic; venturing into the metaverse with a ruby NFT; and partnering with industry stakeholders in promoting the exceptional allure of Greenlandic gems.

Market expansion, product innovation, sustainability and digitalisation now headline its growth strategies, revealed Hayley Henning, Greenland Ruby’s chief commercial officer.

Strategic targets

Greenland Ruby is strengthening its presence in key gem and jewellery markets. Henning remarked, “We are excited about our global progress. We are focusing heavily on the US and Asia in 2023, particularly Japan and China, which has a special affinity with red gemstones.”  

The company banks on its capacity to produce an expansive array of colours, from deep, dark-red rubies to light and icy-pink sapphires, giving buyers a range of choices to suit any business model. Its inventory includes calibrated cabochons, free-size facetted gems, beads, balls and diamond-cut stones.

According to Henning, ruby beads and diamond-cut gems are among its most popular products. “Our calibrated assortments are likewise perfect for manufacturers seeking a consistent supply of rubies or pink sapphires to build and maintain collections over time,” she added.

The miner intends to launch its own fine jewellery collection featuring Greenlandic gems. This will be carefully curated to not compete with its customers’ products.

It will participate in more trade shows and events and hold the IHEARTYOU jewellery design contest to encourage the use of its calibrated heart-shaped cabochons as jewellery centrepieces.

The modern consumer

Sustainability and digitalisation are critical components of Greenland Ruby’s business strategies.

According to Henning, the new consumer has become increasingly inquisitive, wanting to know about the origins of goods and how these are produced. As such, the company is conscientiously incorporating sustainability elements to its gemstone narrative.

“The story conjures up imagery, especially for an origin as exotic as Greenland,” she revealed. “We talk about the vast pristine environment where our gems are mined and how these have been buried under ice and snow for three billion years. It is a beautiful story.”

Moreover, all Greenland Ruby gems are tracked and traced from mine to market and come with a Certificate of Origin or Card of Authenticity that is approved by the Government of Greenland.

The miner also continuously updates RubyCloud™, a B2B digital showroom where registered customers can access its massive online inventory, with 3D videos and high-resolution, true-to-colour imagery.  

Developed during Covid-19, RubyCloud™ houses more than 3,000 gems and targets designers, retailers and brands. It has amassed over 300 customers since its launch in 2021.

Era of pink and red gems

Greenland Ruby is bolstering demand for its pink sapphires with a dedicated campaign this year. According to Henning, the miner's extensive range of cabochons in calibrated sizes is perfect for companies seeking lower price points.

“Pink is the new white. It has been heavily trending in the US, so it is a perfect time to focus on pink gems,” she noted. 

Interest in Greenland Ruby’s hot pink and ruby cabochons is growing in its main market, the US, which already enjoys its ruby beads. Facetted hot pink gems and red cabochon rubies, meanwhile, are favoured in Europe alongside opaque blue gems. Asia, for its part, is partial to darker, deep reds in all cuts and lighter shades of pink sapphires, both facetted and cabochon.

The company is also increasing its production of diamond-cut gems to accommodate demand and interest in stones sized 0.9mm to 3mm.