This article first appeared in the Thailand Special 2023.

Greenland Ruby’s story is perhaps its most powerful draw: Resplendent rubies and pink sapphires buried under ice for centuries that are responsibly mined and transformed into delightful cabochons, facetted gems and beads.

This enchanting narrative – along with the stones’ beauty and value – has been winning over clients in the US and Europe. The miner is now widening its reach and exploring growth opportunities in jewellery design and manufacturing.

While its stones are mined in Greenland, processing and distribution take place in Thailand. All grading and sorting of goods are conducted at Greenland Ruby’s Bangkok facility, which also carries the bulk of its inventory and handles fulfillment of all orders.

“Thailand has a long-standing tradition in processing gemstones, particularly rubies, and dealing with heat treatments. This is where techniques have been finetuned and perfected over many years. Bangkok is also considered as the main hub for coloured gemstone trading and is close to various cutting centres. For these reasons and more, Bangkok was an obvious location for us to set up operations,” shared Chief Marketing Officer Hayley Henning.

Solid interest

Demand for Greenland Ruby’s extensive range of rubies and pink sapphires in diverse colours and sizes is on the rise, according to Henning.

Its Polar Spheres or gem beads are popular for their organic aesthetic, which are suitable for both fine and more casual jewels. Cabochons are making a comeback as consumers gravitate towards their value, cut and colour.

Facetted gems, calibrated diamond cuts and free-size stones in a wide selection of colours are likewise moving well.

New markets such as Japan are also discovering the charm of Greenland Ruby’s gemstones. Its expansive range of pink sapphires is particularly attractive to Japanese buyers, given their special bond with Sakura cherry blossom, Henning said.

Bright future

This year, Greenland Ruby is focusing on trade fairs to touch base with customers around the world and enable potential clients to view its gems in person.

“Continued presence at trade shows and other industry events, as well as our ongoing online digital outreach are crucial to us continuing to make an impact in the market,” Henning disclosed.

The company is also perfecting its production, quality control and sorting processes to ensure its ability to provide large quantities of calibrated gems for its manufacturing customers and partners, one of its crucial growth drivers.

Engaging social media, education and support for design students likewise play a role in building its customer base, while creating demand and desirability among a new generation of jewellery buyers and collectors.

According to Henning, this summer will see the launch of Greenland Ruby’s fine jewellery collection that puts the spotlight on its pink sapphires. This will complement the selection of cut and polished rubies that many of its current customers offer.

The gemstone miner is also well on its way to accomplishing the 17 Sustainable Development Goals set out by the United Nations.

“Greenland Ruby continues to lead the way in responsible coloured gemstone mining. As we expand our offerings, we look forward to a larger industry presence, not only in the coloured gemstone market, but also in jewellery manufacturing and design. We aim to be known as a preferred supplier across both the loose gem and jewellery spectrums,” Henning said.